Businessmen, beggars and priests – three highly successful fundraisers. Why? What makes some people so good at getting money and others… not so good. Why do some organizations thrive while others who are doing great work fail and how do you begin to compete for your community’s limited time and money?
Trainer - Chris Worman, Senior Director, Alliances and Community Engagement at TechSoup
RO - Webinar organizat in cadrul proiectului ONG Online. Abilitati online pentru organizatii nonprofit mai eficiente - https://ongonline.techsoup.ro/
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Continutul acestui site nu reprezinta in mod necesar pozitia oficiala a granturilor SEE 2009 - 2014. Intreaga raspundere asupra corectitudinii si coerentei informatiilor prezentate revine initiatorilor website-ului.
Pentru informatii oficiale despre granturile SEE si novergiene accesati www.eeagrants.org.
Building a Community of Donors
Trainer – Chris Worman, TechSoup
• All of this is based on practice
• All of this is market tested and works
• All of this is based on communications
• All of this takes time
Evolution in Odorhei
• Started by asking a question: what matters?
• Campaign the answer
• Made giving accessible
• Drop Boxes
• Community Card
• Employee Giving
• And today…
• Knowing your Market
• Building a Communications Empire
• The Masses
Who are they? Know your Market
• Set realistic goals based on:
• Population of potential donors
• Maturity of Message
Who are they? Culturally
• What is it that people care about? Ask!
• How are you linking your work to their values?
• Peer marketing – you can’t tell them.
• Can you make them proud to support you?
• When in history?
• How is this just ‘part of being from here’?
How do they consume media?
• Where do they get their messages?
• Is it online? Is it in the salon and pub?
• In what form?
• Stories? Tweets?
• Use the right tools for the right people
• Use their language
How are they giving right now?
• Philanthropy is happening, how?
• How are their friends giving?
• How can you fake that?
• Behavioral change in communities happens because people see their
• Know your Market
• Know their Metaphors
• Know how they Consume Media
• Know how they Give and How they Value Giving
Now you know:
• Who they are
• What they value
• How they communicate
• How they consume media
• How they give
Build a Communications Machine
• Take their stories back to them frequently
• Make them the story
• SHOW giving and engagement
• Share everywhere: Multi-Channel away!
• Email, social, media, video, citizen journalism, etc…
• You want everyone to make a positive association between
your name and the solution to the problem you are trying to
• A la Greenpeace and Environment
Beggars, Businessmen and Priests
• What can we learn from the best fundraisers in the world?
• Clarity of Value Proposition and Ask
• Frequency and Practice
What are you selling?
• What exactly is your value proposition?
• Does the price make sense?
• How are you making the act of giving communicative and
• How good is the story so even if you fail to make money you
• Sports events – all about peer communities
• Cause Related Marketing – all about product
• Employee Giving – communities and ease
• Direct Debit – ease and low barriers
• Drop Box – comms and low barriers
• Tax Redirection (2%) – tax control
• Events – fun times
• Online/Mobile – ease and immediacy
• Donor Circles - community
What is working
Peer networks – people trust their friends
Community – people giving together
Ease – anything with a low barrier
Immediacy – quick salvation
All told – Start small, don’t assume and work up
• Sometimes you have to ask for influence
• What can you offer a power broker to lower barriers?
• How do you ask?
Individual Asking Tips
The Magic Questions:
• Do you think this is a good idea?
• What might make it better?
• Who else might be interested?
• Can you introduce me?
• How would you like to be involved?