Cultivating New Donors

2019 Online Fundraising Academy

AgendaIntroduction

Top Three Tips for Cultivating New Donors

Stella Airoldi & 22STARS Foundation

Q & A

Summary

Next Steps

Meet your team!

Megan DeSisti

Program Associate - New Partner Support,

GlobalGiving

Stella Airoldi

Director, 22STARS Foundation (GlobalGiving

partner since March 2019!)

Maline Bungum

Program Fellow, GlobalGiving

Ashish Singh

Assistant Project Coordinator, GlobalGiving

Webinar Guidelines: • Share comments in the chat box• Ask questions using the Q&A

tool

• Leave the webinar + rejoin if you experience any audio/technical issues

• Don’t hesitate to ask questions

“Start where you are, use what you have, do what

you can.” ARTHUR ASHE

Your existing supporters open doors to NEW networks

Top Three Tips for Cultivating

New Donors

Know Your Supporters +

Provide Value

Create a Giving

Mindset

Strengthen Your Brand

Know Your Supporters

A visualization of your connections in an effort to

grow your base of supporters

Network Mapping

A visualization of your connections in an effort to

grow your base of supporters

“Creating a donor network is not just a one time goal it is an ongoing opportunity for you and your organization to create a dedicated and motivated base.”

MARSHALL BAILLY

GlobalGiving Project Leader for Leadership Initiatives since 2010, Guest Speaker, Online Fundraising Academy Session

One

Network Tracker

“Peer-to-peer fundraisers typically raise

3-4X more than what the typical donor would

give.”

Source: “Why Small Donations Are Worth More Than You Think,” classy.org

Create a Giving Mindset

Donors are people too: we all seek meaning through our

actions.Help donors make meaningful

connections between themselves + your work.

Donors want to feel like they are “doing something.”

Make supporting your work challenging + fun!

Everyone wants to feel special.

Segment your communications to help supporters feel important.

Project AppealsAn email tool for you to

segment communications to your donors!

You can send unlimited project appeals, but we don’t

recommend sending more than one a day

Don’t overemphasize large-scale #’s and statistical analysis

Don’t use photographs that portray your constituents in distressing situations

Inspire > Convince

Giving Mindset Do’s and Don'ts

Time-Ask Effect: Asking supporters for time first (volunteer) may lead to larger gifts down the line

Focus on constituent’s feeling (versus “Imagine how you would feel if…”)when telling a story

Highlight individual narratives

Make personal connections

Source: “The Pocket Guide to Fundraising Psychology, classy.org

Strengthen Your Brand

“Nonprofits exist to make an impact. And branding can help you deepen the impact you make: clarifying your goals, translating your mission into a powerful story, and bringing your entire organization into alignment.”

ELISABETH McCUMBER

Senior Writer, Madison Ave. Collective

Your brand includes, but is not limited to:

- Website

- Facebook page

- Instagram

- Twitter

- Your GlobalGiving project page!

- Use an eye-catching main photo, personalize your donation options, and communicate clearly.

- Email communications

- T-shirts (other apparel)

Example of Great Donation Options!

Check out the project

page!

https://goto.gg/27732

Need some inspiration?

Check out GlobalGiving’s Brand Guide!

22STARS Foundation

"EDUCATION, LOCAL LEADERSHIP, AND ENTREPRENEURSHIP"

Our projects:1. Small business and loans Project2. Nutrition Project3. Eye and health care Project4. Livelihood Project5. After School Project6. Education Project

Give more than you take and add true value to your sponsors.

OUR BELIEF

22STARS Foundation

How do you identify and inspire new donors to support your cause?

Photo credit: Jannik Gramm

How to get and inspire new donors (1)

WORD OF MOUTH!

We have a big network of fans who talk about us! We give them material to share with their friends.

SOCIAL MEDIA

We are super active on Instagram and Facebook! We make daily posts and stories. Sponsor spotlights!

GIVING TALKS

Stella is a public speaker and gives talks about how she works and travels full time and runs 22STARS.

22STARS Foundation

TESTIMONIALS

We asked our sponsors and donors why they support us. New sponsors will recognize these faces.

VISITS TO UGANDA

Since 2016 we’ve organised impact trips to Uganda. People come on a holiday and visit us.

NEWSLETTERS

If people visit our website and are new we send them a sequence of about 5 emails to introduce us.

22STARS Foundation

How to get new donors (2)

Understand your donors

WHO ARE THEY?My donors are often also Digital Nomads. They are people who don't want to give only money, but also want to come to Uganda and see the projects. They also love social media and to be featured.

1. Think about your donors’ demographics.2. Think about their preferences.3. Think about their behaviors and interests.

Build Relationships With Your DonorsHAPPY SPONSORS ATTRACT SPONSORSI see my sponsors as my friends! Even the new ones, they become my friends! I take time to answer all their questions. I outsource a lot, but make sure that I always keep personal contact.

1. Write personal emails with them2. Have a Whatsapp plugin or so on the website3. Have a private Facebook Group for them

Make your sponsor the hero!SHOW THE IMPACT THAT THEY MADEMake sure that your sponsor is the hero of your story. Of course our local team in Uganda does all the work, which we appreciate as well. But we in particular show the sponsor how we used his/her money and hence the impact that he/she made through us! Be super transparent.

Always send thank you notes to them.

It is easier to let a current sponsor increase their donation then getting new sponsors!

Make your sponsors ambassadors!PEER-TO-PEER FUNDRAISINGOur sponsors are very actively involved in 22STARS and they are proud to be part of the team! Hence we make our ambassadors team members and put them on our website. In return they speak about our projects to their friends and start personal fundraiser pages. Many of them came to Uganda as well. It always helps when new sponsors see familiar faces as it builds up trust!

What specific tools do you use to supplement your donor acquisition strategy?

Photo credit: Jannik Gramm

My tools

Gmass/G SuiteLets you send out mass emails at the same time, but personalised!! Put all your information in a spreadsheet.

Website PluginsInstall POP-UPS on your website with a specific call for action! Don’t ask for everything! Pick one specific cause with a certain amount needed and urgency.

Social Media/StorytellingAsk your sponsors for their social media handles and tag them now and then in your posts on Facebook/Instagram!

DropboxI created a dropbox folder with promotional material, so my sponsors can easily download this material to start a fundraiser for us.

Google/FB AdsI just got the grant accepted. I will promote that people sign up for our newsletter to get to know us first!

Some extra tips!

For a new campaign launch Ask 10 friends to donate 10 euros (or other currency) immediately!

Cross-promote!When I see socially conscious brands or other people making impact I give them shoutouts on my Instagram account!

Host small events!The contact between people is much more intimate if the group is not bigger than 15/20 people!

22stars foundation

How/when do you do a network mapping exercise?

Photo credit: Jannik Gramm

Volunteer at conferences and never stop learning!

I go to at least 10 conferences a year, most of them are for (location independententrepreneurs)/digital nomads.

I volunteer at most of these conferences, and hence I know most of the people andpeople know me. I also give talks and host workshops for free.

At the conference I go to we always sit together in small groups and do network mapping exercises.

22stars foundation

Identify your Network and ask yourself the following:

Where do you have gaps?

How has this changed over time?

Who would you like to see in a different ring on the map?

Who should you reconnect with?Who can you move out of your network?

The core of donor acquisition is about understanding your audience, sending out a

convincing message, providing value and building a donor-

focused approach.

Conclusion

Aidah Wafula, Stella Airoldi, Susan Laker

Thank you for your attention!

Contact InformationAddressFoundation 22STARS | Kasteelplein 73, 4811XC,Breda, The Netherlands &Banda B1, Acholi Quarter, Kampala, Uganda

Email Addressinfo@foundation22stars.org

Phone Number(+31) 613 518 990 and (+256) 770831371

Three Key Takeaways

One

Your existing supporters are your

most reliable gateway to new donors

Two Three

Empower your supporters to become

fundraisers

Know your supporters + provide value

Your Next Steps

Ashish’s FB post

Look out for Ashish’s post in

the Project Leader

Facebook group

Email from Maline

Will include webinar

recording, link to Ashish’s FB

post, and additional resources

Homework

Comment on Ashish’s FB post

Next Session!

Join us on Oct. 23 for “How to Retain Donors for the Long

Term”

2019 #GivingTuesday CampaignHarness the generosity of your network on Dec. 3 with GlobalGiving’s #GivingTuesday Campaign. Over this 24-hour period, we’re giving out $500,000 in proportional matching funds and $42,000 in bonus prizes!

2019 Year-End CampaignJoin the GlobalGiving Community for the biggest fundraising month of the year! From Dec. 4 to Dec. 31 GlobalGiving is offering prizes galore to celebrate you, our partners.

https://www.globalgiving.org/nonprofit-year-end-fundraising/

Important Dates

The #GivingTuesday and Year-End campaigns are just around the corner. Challenge yourself and your team to inspire your existing supporters to fundraise on behalf of your organization.

Peer-to-peer fundraisers typically generate 3-4 times more than what the typical donor would give. Take advantage of GlobalGiving’s fundraiser tool during the upcoming giving season by preparing your outreach now.

ASSIGNMENT INSTRUCTIONS:Step 1: Use the Network Tracker to start documenting the names and communication preferences of your existing supporters. To make a copy of the spreadsheet, select “File” → “Make a copy.” Please don’t share your started/completed spreadsheet in the FB group. All donor information is private information that should not be shared.Step 2: Draft a personalized message to a supporter you think would be excited to fundraise on behalf of either you and/or your organization. The purpose of your message is to inspire your supporter to take action and commit to fundraising during the giving season by starting a GlobalGiving fundraiser. Remember to:

- Be personal and make your supporter feel special. Tell them how much of a difference their support has made. - Be clear in your ask - “I’m reaching out because I think you would make an incredible fundraiser, and I’d love your help during the busy

giving season. Are you interested? If so…”- Make it known that if they are up for the challenge, you will provide them with a toolkit (email templates, easy-to-forward messages

with pictures and case studies, sample social media posts, handouts, fact sheets, and blogs).

Share you draft message as a comment on Ashish’s post in the Project Leaders Facebook group. Please comment on the post by Tues., Oct. 22, 2019.

Your peers will review your draft communication and provide feedback via comments on the Facebook post.

Assignment

Questions?

thank you