How to Get More People to Sign-Up for Your Event

Confidential and Proprietary GoFundMe Charity, Inc., April 2020
How to Get More People to Sign-
Up for Your Event

Introductions We’re excited to meet you!
Julia Campbell
Nonprofit Author, Consultant & Speaker
Julia Campbell has run J Campbell Social Marketing, her digital marketing consulting business for over a decade, focused exclusively
on mission-driven organizations.
A mom of 2 and a Returned Peace Corps Volunteer, she is the author of Storytelling in the Digital Age: A Guide for Nonprofits, a call-to-
action for nonprofits to use stories to accomplish their missions,and How to Build and Mobilize a Social Media Community for your
Nonprofit in 90 Days, a step-by-step guide on leveraging social media platforms to raise money and awareness.
Her award-winning nonprofit blog is www.jcsocialmarketing.com/blog

Agenda
● Crowdfunding intro
● How to set up the Registration
and Ticketing functionality
● How to optimize your campaign
● How to take advantage of
GoFundMe’s donation and
sharing tools
● Help and resources
Agenda

● Specifically designed for
charities to raise money
● More features
● Access donor data
● No subscriptions or
commitments
● $5B Raised & 100M+
Donors
● One of the oldest and most
trusted online fundraising
platforms
● Control your brand
charity.gofundme.com

Crowdfunding is a way to raise funds for a specific cause or project by
asking a large number of people to donate money, often in small amounts,
and usually during a relatively short period of time. Crowdfunding is done
online, often with social networks, which make it easy for supporters to
share a cause or project with their networks.
Organizations, businesses, and individuals alike can use crowdfunding for
any type of project, for example: charitable cause; creative project;
business startup; school tuition; or personal expenses.
Source: What is crowdfunding? | Knowledge Base
CROWDFUNDING

Social fundraising
by the numbers
DATA INSIGHTS
of NPOs agree that social
media shares are effective
for brand awareness.
95%
donations shared on social
media by donors result in a
new donation.
1:5
increase in donation dollars
that came directly from
social links since 2012.
81%
of nonprofits cite insufficient
knowledge as their reason for not
prioritizing social fundraising.
49%

IMPORTANCE OF SHARING
Sharing
Sharing placement
throughout page layout
and user flows is proven
to increase sharing of
story, page URL and
donations.
Mobile
A fully responsive
experience, heavily
tested on all screen sizes.
60%
Of our visitors are from a
mobile device.
2.1xIncrease in donors sharing
their donation on social media
Optimization
By leveraging the massive
amount of user data collected
by GoFundMe, GoFundMe
Charity’s campaign page and
flows are best-in-class and
optimized for donation
conversion, sharing and user
experience.
Branding
Upload your charity’s
logo, custom colors,
and personalized
content on all
campaigns you create

How to set up the Registration
and Ticketing functionality

WHAT TYPE OF EVENT ARE
YOU HAVING?
Nikki Garvey, Events Marketing at Google, puts it
best:
“At their core, professional events are shared
experiences.
They remind us that we’re humans bringing our unique
personalities, talents, and relationships to work with us
to build businesses every day.
But until we can reinstate them, I’m excited to see how
we rethink them for our current times.”
@JULIACSOCIAL @GOFUNDMECHARITY

ADVICE FOR EVENT PLANNING DURING
TIMES OF CRISIS AND UNCERTAINTY
Know that your donors will accept this shift.
Start from a place of compassion.
Use the existing Plan A but have a Plan B and Plan
C.
Create a Special Events Steering Committee.
Don’t overwhelm yourself.

SOME IDEAS FOR VIRTUAL EVENTS
Virtual auction
Facebook Live/Instagram Live educational content
Virtual summit
Virtual walks
Giving days
Example: Amirah On The Move
More examples: www.bit.ly/NPCovid
More ideas: https://jcsocialmarketing.com/2020/03/5-tips-25-ideas-3-tools-to-
take-your-nonprofit-events-virtual-in-the-age-of-coronavirus-npcovid19/

HOW TO SET UP
THE
REGISTRATION
AND TICKETING
FUNCTION IN
GOFUNDME
CHARITY
Registration or ticketing is great for
your campaign if you need to:
Combine registration and fundraising
into one smooth process
Collect a participation fee
Ask your supporters additional custom
questions
Organize supporters to participate in a
live event
Sell tickets, spots, or merchandise

HOW TO ADD
REGISTRATION AND
TICKETING
To begin, go to your Campaign
Manager and click on Edit.
Locate the Registration &
Ticketing option and click the Add
Registration button.
Your campaign design will change when
registration/ticketing is added.
Important: You cannot add registration if a
donation has already been made to your
campaign. To avoid this, please refrain
from publishing your campaign before you
finish configuring its settings.

HOW TO EDIT A REGISTRATION
AND TICKETING FORM
If you would like to set up
tickets or enable registration
you'll want to carefully set
up your form carefully to
ensure a great experience
for your visitors.

REGISTRATION
SETTINGS
Registration Active
Select the date and times when
you would like the Register
button to be added or removed
from your campaign. If your start
date is in the future, you will not
see a registration button
appear.
Registration Required
This prevents participants from
creating a fundraising page
without registering first
by removing the “Join
Campaign” button from your
campaign landing page.

REGISTRATION
SETTINGS
Accept Donations in
Registration
Toggle ON to allow registrants
to add an additional donation to
their transaction at checkout.
Once enabled, select the preset
amounts and determine whether
or not donors will have the
option to cover fees.

REGISTRATION SETTINGS
Banner Image
The event banner should be larger
than 1440x330 pixels.
The event banner will appear in the registration
flow and at the top of the registration confirmation
email.
Pro-Tip: Solid colors or a plain pattern are
recommended as a banner images to keep
emphasis on the registration options.

How to optimize your campaign

SETTING UP TICKET OPTIONS
Select Ticket Options on the left-hand sidebar and click Add Ticket and add the details for
your ticket option.
Add a name that’s as descriptive as possible. Here’s some examples others have used in the
past to give you some ideas:
Table for 8
Individual Golfer
Dinner/Auction
Adult Walker (Ages 10+)
Student Walker (Must Show College ID on event day)
Virtual Walker
Relay team of 4 (10 a.m. start time)

TAX DEDUCTIBILITY
Tax Deductibility allows you to determine how much of a ticket price is tax deductible
for the buyer. Set the deductible amount by a dollar amount of the ticket cost, or
a percentage of the ticket cost at any amount between 0-100%.
Once updated, the tax deductibility of all purchased tickets is itemized in the
"Charitable Tax Deduction" section of the registration confirmation email.

BUYER COVERS
FEES
Enabling “Buyer Covers Fees”
on a ticket allows the buyer to
cover the purchase fees on their
registration price at checkout.
This means that the buyer’s
entire contribution will go to the
benefiting nonprofit.
Buyers have the option to
toggle whether or not they wish
to cover the fees in their
transaction.

OTHER
SETTINGS
Apply participant cap
Participants registered on this ticket option count toward the overall
participant cap for an event. As an example, if you can only have 100
individuals at an event, you can apply a cap to ensure that the sum of all
the people who purchase ticket options won't go over that amount.
Limit Ticket Purchase per Order
If you would like your participants to have a limit to the number of tickets
they may purchase in one order, enter that number here.
Ticket Availability
Choose the date and time when you would like this ticket option to be
available.
Registration will turn on or off at 11:59pm on the date selected, meaning
registration will be open through the entire End Date day.
If you wish to extend registration after the date passes, you are able to
edit and reopen registration by simply changing the End Date.
Tip: If you have variable ticket prices (e.g. Early-bird), you may enter date
ranges that correspond with different prices.

GROUP REGISTRATION
Group Registration enables multiple
participants to register on the same ticket.
Enabling Group Registration allows the
registrant to provide information for each
participant on that ticket.
This feature may be used to collect information
for:
A Family pass
A Gala table
A Relay team
And more!
While a user can choose to add more than one
of each ticket type to their cart, enabling
Group Registration allows you to collect
information from all participants rather than
just the individual purchasing the tickets (the
Buyer).

ENABLE
FUNDRAISING
Toggle Fundraising on to enable registrants to
create a campaign page during their
registration transaction.
Complete setup by customizing the fundraising
options for each ticket type under Ticket
Options.
If fundraising is required, a registrant must
launch a fundraising campaign to complete
their transaction.
Important Note: You must require fundraising
on ticket options when you want all participants
to create fundraising pages.
We recommend requiring fundraising to ensure
the most amount of participants launch
campaigns.

ADDING QUESTIONS TO
YOUR FORM
Buyer Questions refer to what information you wish to
ask the purchaser/ individual who is completing the
transaction. As a reminder, the buyer is not necessarily
a participant for an event.
Participant Questions allow you to collect information
about additional participants.
For example:
Please list your emergency contact name.
Would you like to subscribe to our mailing list?
How did you hear about this event?

How to take advantage of
GoFundMe’s donation and
sharing tools

FIVE SUPPORTER ACTIONS
THAT DRIVE DONATIONS
1. Visiting a fundraising campaign page.
2. Making a donation.
3. Buying a ticket or registering for an event.
4. A memorable experience with your nonprofit.
5. Creating their own peer-to-peer fundraising
campaign.

1. VISITING A
FUNDRAISING
CAMPAIGN PAGE
Even if they can’t give at the
moment, they can still help by
sharing your campaign on social
media.
We’ve found that the average
amount of donations generated by
a visitor’s share is $13.

2. MAKING A
DONATION
People love to spread the word
about a donation that they just
made.
Not only does it show their
personal networks that they’re
altruistic, but it also shows the
world what they believe in.
And, often the sharing of a
donation results in new donations.
We’ve found that the average
amount of donations generated by
a donor’s share is $15.

3. BUYING A TICKET
OR REGISTERING
FOR AN EVENT
People want to spread the word
about events they attend, in
person and virtually.
This gives them an opportunity to
not only recruit additional
people to attend, but it also
gives them a reason to share
with the world what they care
about and what they stand for.

4. A MEMORABLE
EXPERIENCE WITH
YOUR NONPROFIT
Empower your supporters to be
brand ambassadors and share
their personal connection with
your cause.
It’s the most powerful form of
authentic advertising and the
audience it is reaching resonates
with the message in a more
personal and compelling way
due to their connection with the
person posting.

5. CREATING THEIR OWN
PEER-TO-PEER
FUNDRAISING CAMPAIGN
The most valuable of all the
shares is when a peer-to-peer
fundraiser, who created a
campaign on your behalf,
shares their campaign with their
personal network.

HOW TO USE SOCIAL
MEDIA TO MOBILIZE
SUPPORTERS
In your social media content,
always include the direct URL to
your campaign with a clear and
concise call to donate, or to
start a fundraiser.
Don’t just ask for money in each
update.
Give updates on your progress,
share stories, provide data on
the problem.

COMPOSE A CAPTION WHEN SHARING TO YOUR
PERSONAL SOCIAL MEDIA PLATFORMS.

TIPS FOR USING THE
CAMPAIGN UPDATE TOOL
Using the Campaign Update tool at strategic times during
your campaign (such as halfway or close-to goal) helps
generate excitement and a sense of urgency in your
donors.
Use photos to convey impact.
Snap a live video of your work in the field (where possible).
Send it out to everyone that donated to demonstrate impact.
Announce stretch goals.
Thank people for donating, and ask them to consider starting
their own fundraiser!

NONPROFIT EXAMPLES: CAMPAIGN UPDATE
Here are some examples of ways that nonprofits have used the Campaign Update
tool to provide progress updates and critical information to their supporters:
NYC Makes PPE: Making and Donating PPE to Healthcare Workers
Feed Hero Nurses Fighting Covid-19
Be a Masked Hero: Send Masks to Medical Staff Now!

QUICK START CHECKLIST
1. Start by claiming your nonprofit.
2. If you cannot find your organization, follow these steps to get it added to the GoFundMe Charity
platform.
3. Choose your preferred payment processor to process donation withdrawals.
4. Create and customize your first campaign page.
5. Add teams to supercharge peer to peer fundraising (optional).
6. Incorporate registration and ticketing for events (optional).
7. Enable your favorite software integrations (optional).
8. Spread the word about your cause by promoting your fundraiser.
9. Manage your fundraising teams with specially designed tools in your Campaign Manager.
10. Use the Report Center to collect and analyze important data.
@JuliaCSocial@GoFundMeCharity

Get Started for free!
charity.gofundme.com

1. Create your campaign with your key call to action in mind.
2. Share the campaign link with everyone in your network.
3. Post relevant updates to build momentum.
4. Use your campaign results to glean actionable insights.
Key takeaways for a successful crowdfunding campaign
RECAP

● GoFundMe Charity Help Center
● GoFundMe Charity on YouTube
● GoFundMe Charity blog
● Julia Campbell’s website
Resources
Stuck? We’re ready for all questions!
Email: nposupport@gofundme.com

How to Get More People to Sign-Up for Your Event

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