How to Mobilize Supporters to Fundraise for You

Confidential and Proprietary GoFundMe Charity, Inc., April 2020
How to Mobilize Supporters to
Fundraise for You

Introductions We’re excited to meet you!
Julia Campbell
Nonprofit Author, Consultant & Speaker
Julia Campbell has run digital marketing consulting business for over
a decade, focused exclusively on mission-driven organizations.
A mom of 2 and a former US Peace Corps Volunteer, she is the
author of Storytelling in the Digital Age: A Guide for Nonprofits and How
to Build and Mobilize a Social Media Community for your Nonprofit in 90
Days. Her award-winning nonprofit blog is
www.jcsocialmarketing.com/blog
Juliet DeAmicis
Operations Specialist, GoFundMe Charity
Juliet DeAmicis is an operations specialist for the GoFundMe Charity
team. Her passion is supporting customers to ensure they have a
smooth experience fundraising online. .
When she’s not in the office helping organizations use the
GoFundMe Charity platform to its fullest extent, she’s usually found
in a pillow-laden bed, with a good book and piping hot cup of tea.

Agenda
● Crowdfunding intro
● How to set up your campaign page
for maximum success
● How to invite team members via
email, social media, and the
Campaign Manager
● How to communicate with and
support your fundraisers
● 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

GoFundMe Charity
use cases
Leverage GoFundMe Charity’s platform to add the power of
social fundraising and modernize traditional fundraising
efforts.
It’s all self-service!
OVERVIEW
Donation pages & buttons
Registration & ticketed events
Tournaments
Galas & dinners
Runs, walks & rides
Team fundraising
DIY & peer-to-peer

Customizable Charity Profiles
Simple direct-to-charity donations
Supporters can create campaigns
for your charity in minutes
Customizable branding to fit
your organization

How to set up your campaign
page for maximum success

THREE MAIN PHASES OF THE CAMPAIGN
Set up
Set up your campaign
and campaign page
for maximum success.
Invite
Invite team members
via email, social
media, and the
Campaign Manager.
Manage and
mobilize
Manage and mobilize
your team through
regular communication.
@JuliaCSocial @GoFundMeCharity

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

CLAIM YOUR CHARITY
@JULIACSOCIAL @GOFUNDMECHARITY
Go to:
https://charity.gofundme.co
m/charities/register
Claim your charity by filling
out the form and clicking
Sign Up.
Note: It’s best if you use your
charity staff email on this
form because it will speed
up the verification process.

YOU CAN START RIGHT AWAY!
Once you’ve claimed your charity, the
GoFundMe team will officially verify your
involvement with the nonprofit.
This process usually takes 24-48 hours.
You’ll receive an email for verifying your
account with a pin. Use that pin for full
access.
But don’t wait! You can start fundraising
right away!

3 CRITICAL PIECES OF YOUR GOFUNDME
CHARITY CAMPAIGN
1. Compelling campaign title
2. Campaign goal
3. Campaign story

TELL YOUR STORY
In the Tell Your Story section, clearly spell out how the funds will be
used.
What is the impact? What makes this campaign urgent, timely, and
relevant?
For example, Goodwill Detroit says in their campaign:
“We kindly ask that you join us in supporting our hourly and front line
workforce who are dramatically impacted by the COVID -19
pandemic.
Your gift will help provide immediate financial support so they can
purchase essential resources to maintain a healthy and safe life during
these uncertain times.”
https://charity.gofundme.com/o/en/campaign/goodwilldetroit-needs-
you

NONPROFIT CAMPAIGN EXAMPLES
The Arts Council of Indianapolis is organizing a fundraiser to help local arts & cultural workers
who are experiencing a sudden and severe loss of wages during the COVID-19 public health
crisis. https://charity.gofundme.com/o/en/campaign/indianapolis-artist-relief-fund
The South Asian Arts Resiliency Fund is a direct response to the damage caused by projects,
exhibitions, and events being cancelled or postponed.
https://charity.gofundme.com/o/en/campaign/artsfund
Covenant Community Care is a faith based charitable non-profit Community Health Center,
serving the people of Metro Detroit, that seeks out, heals, and strengthens over 20,000
people every year through services like medical, dental, OB-care, behavioral health,
and vision. https://charity.gofundme.com/o/en/campaign/sustain-our-efforts-during-covid-
19

DESIGN ELEMENTS FOR THE
CAMPAIGN
In the Design section, you can customize the visual
look of the campaign.
1. Choose theme colors.
2. Choose a header logo, which can be your logo
or a logo of a business partner/match donor.
3. Link your logo back to any website URL you
choose.
4. Customize the Facebook share image and text so
that it is easy to share and looks great on social
media feeds.

BUTTON
MANAGEMENT
Change the order of the buttons as
they are displayed on your campaign
page.
Default setting is Start a fundraiser
on top with the Donate button smaller.
You can edit the “Start a fundraiser”
button to say “Join our team” or
something else.
You can change this in campaign
settings.

TIPS FOR SUCCESSFUL
CAMPAIGNS
Choose eye-catching, colorful photos that clearly
show the impact of your mission.
Add a video! GoFundMe Charity campaigns with
videos raise more than campaigns without a video.
Click here to read more about campaign video dos
and don’ts.
We recommend that charities do NOT hide the total
amount raised. This is a public campaign and you
want to create excitement and momentum!

How invite team members via
email, social media, and the
Campaign Manager

SPREADING THE
WORD
Go multi-channel! Reach your supporters where they are.
Put a banner on your website announcing the campaign.
Send out a series of emails about the campaign.
Use your social media channels to ramp up participation. You
can use free graphic design tools like Canva.com to create
social media graphics.
Use the Social Amp features provided within the GoFundMe
platform.
Aim to turn your donors into fundraisers.

Integrate
campaign data
with your
business tools
● Easily import donor
info and stats
● Use segmentation
to personalize
messaging
Integrations
PRODUCT OVERVIEW

HOW TO USE EMAIL TO
MOBILIZE SUPPORTERS
The Email Manager allows nonprofits to customize the emails that
are sent from GofundMe Charity when your supporters take
specific actions on the site.
Some of the emails you can customize:
Donation Receipt: All donors get a tax deductible receipt and you
can add your contact information
Thank you email: A personalized thank you note to donors.
Join the team: Edit this to provide strategic tips for fundraisers, to
get them excited and motivated and thank them, to give them your
contact information for help.
Emails to encourage your fundraisers to continue with the
campaign if they haven’t set a goal or haven’t raised any money
(these emails automatically go out one week after someone
creates a campaign for you).

HOW TO SEND INVITES TO
FUNDRASIERS
If you’re contacting your network via
social media or email, simply send
them your direct campaign link and
ask them to click the Join the
Team button.
This will prompt them to create their
own campaigns which will be directly
linked to yours.

HOW TO USE SOCIAL
MEDIA TO MOBILIZE
SUPPORTERS
Encourage your supporters to share
on your behalf. This enables your
message and campaign to go even
further across social networks.
Vary your social media content
across the platforms that you use.
What works on Instagram may not
necessarily work on LinkedIn, etc.
Photo and video are the leading
forms of content on social media in
terms of engagement.

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!

How to communicate with and
support your fundraisers during
the campaign

ACTIVITY FEED
The Activity Feed displays donations in
chronological order and fundraising milestones
(e.g Campaign created, 50% to goal, etc).
Beside the Activity Feed, you have 1-2
additional tabs that display
all Fundraisers (individuals fundraising on your
campaign) and/or Teams (groups of individuals
fundraising on your campaign, if you have
Multiple Teams enabled).

THREE WAYS TO DRIVE DONATIONS
1) Your nonprofit drives people to make one-time donations on the campaign page.
2) Individuals can raise money for you by asking their friends and family. They are
called Fundraisers.
3) Multiple fundraisers can join together as a Team.
Multi-team campaigns are great for:
Allowing families, relay teams, or tables in a gala to fundraise together.
Promoting peer-to-peer fundraising with a customized landing page.
Chapters of an organization under an umbrella page.

TOOLS FOR MANAGING YOUR FUNDRAISERS
If you click on a Fundraiser, a menu will appear that allows you to take additional
actions for this individual.
From this view, you can see basic information about this individual’s campaign
including the Owner’s name, Dollars raised, Goal and Date of campaign creation
Click the Message Fundraiser button to populate a text box.
Enter a message to this individual and send an email directly to him/her.
Directly message fundraisers when they first join your campaign, if they have not
raised any money yet or when they’re approaching their goal.

TOOLS FOR MANAGING YOUR TEAMS
Toggle to the Teams tab (this is available if you have Multiple Teams enabled from
your Campaign Editor).
If you click on a Team, a menu will appear that allows you to take additional actions
for this team.
Similar to the Fundraisers window, the Team window displays tools to communicate
and manage your campaign’s teams.
If you have multiple team members, you have the ability to message all fundraisers
within that team by clicking the Message Entire Team button.

KEEP IN CONTACT WITH
YOUR FUNDRAISERS
Communicate with your Fundraisers and Teams
through the GoFundMe platform.
Give them strategic tips to raise more money and
get more engagement with their campaign.
Get them exited and motivated!
Thank them for their generosity.

KEEP IN CONTACT
WITH YOUR
FUNDRAISERS
Provide updates on the total
campaign and progress.
Give them tools and content like
graphics, photos, videos to
share with their network.
Be accessible for those who
need help with their campaign.
Who can they call and email?

CELEBRATE YOUR
FUNDRAISERS
Your fundraisers have put themselves
out there and done one of the
hardest things there is to do – raise
money!
Make sure your fundraisers know how
much you appreciate them and all of
their efforts, even if they didn’t reach
their goal.
A personal phone call, email, or tag
on social media can go a long way to
make them feel special.

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 | nposupport@gofundme.com

How to Mobilize Supporters to Fundraise for You

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