AFP Crowdsourcing Power Point - Bischoff - Hand

Before we begin, please select (from the list provided) a Baltimore nonprofit with a mission that resonates with you. Then, sit with other participants who have also selected that nonprofit.

Strategies for Winning Crowd-Sourced Corporate & Foundation Grant Funding

Presenters: Dr. B.J. Bischoff and Nathan Hand

Technical Support/Coaching: The AFPeeps

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Crowd-Sourced Grant-making is Gaining Popularity

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It may seem a lot like the fundraising profession’s version of…

Corporations are Giving Back… While Promoting their Brands

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• During this workshop, you will…

– Identify a variety of crowd-sourced funding opportunities

– Determine if these funding sources are right for the nonprofit organizations or corporations you serve

– Develop a social media/outreach plan to obtain public support for a grant to a Baltimore nonprofit

– Actually launch a campaign to get votes for a Baltimore nonprofit to win a real $1,000 grant

Learning Objectives

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• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project… – B'More Clubhouse—Adults with mental illness

http://bmoreclubhouse.org/

– Equality Maryland—LGBT equal protection

http://equalitymaryland.org/

– Friends of Patterson Park—Promote and protect park


Nonprofit Grant Beneficiaries

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http://bmoreclubhouse.org/



• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project… – Great Blacks in Wax Museum—African American

culture: http://www.greatblacksinwax.org/

– Holistic Life Foundation—Promotes wellness in underserved communities http://www.greatblacksinwax.org/

– One More One Less—Mentoring for inner city boys and young men: http://www.omolmentoring.org/


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http://www.greatblacksinwax.org/

http://www.greatblacksinwax.org/

http://www.omolmentoring.org/

• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project…

– IMAGE—Independent living for people with disabilities: http://www.imagemd.org/

– NAMI Metropolitan Baltimore—Awareness & advocacy for those with mental illness:

http://www2.nami.org/MSTemplate.cfm?MicrositeID=82


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http://www.imagemd.org/

http://www2.nami.org/MSTemplate.cfm?MicrositeID=82


– Out For Justice—Reform for policies impacting ex-offenders http://www.out4justice.org/index.html

– Rebuilding Together Baltimore—Home repairs for low-income homeowners http://rtbaltimore.org/

– Wide Angle Youth Media—Youth media education: http://wideanglemedia.org/


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http://www.out4justice.org/index.html

http://rtbaltimore.org/

http://wideanglemedia.org/


– Baltimore Green Space—Preserve and support open spaces: http://baltimoregreenspace.org/

– Jubilee Arts—Community arts programming focusing on African American culture (faith-based affiliation/community development-oriented): http://www.jubileeartsbaltimore.org/


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http://baltimoregreenspace.org/

http://www.jubileeartsbaltimore.org/

• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project… – Children’s Playhouse—Performing opportunities for

children aged 6-18: http://www.cpmarts.org/

– Baltimore Community ToolBank—Provides tools (rakes, shovels, etc.) to community groups: http://www.baltimore.toolbank.org/

– Clay Pots…A Place to Grow—Training & support for permanent & transient residents: http://www.claypotsbaltimore.com/


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http://www.cpmarts.org/

http://www.baltimore.toolbank.org/

http://www.claypotsbaltimore.com/

Introduce yourself to fellow participants: Discuss your thoughts about crowd-sourced grants & your

experience, if you’ve ever tried it

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How did this whole crowd-sourced grant-making concept get started?

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• 2010 most publicized early adopter was the Pepsi Refresh Project—cause marketing

• $1.3 million awarded

• No grant writing skill required--

– First 1,000 applicants each month considered

– 32 selected monthly for grants of $5K, $25, $50K, and $250k

– Health, Arts & Culture, Food & Shelter, the Planet, Neighborhoods, Education

Crowd-Sourced Grants History

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• Pepsi Refresh Project fizzled out in 2012

– Too many nonprofits applying to vet all

– Too much pressure on nonprofits to get supporters to vote

– Didn’t drive sales—no direct product tie-in

– Was hard to articulate the program’s true purpose/cause

– Pepsi fell in market share to third, behind Coke and Diet Coke

Crowd-Sourced Grants History

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What crowd-sourced grants are available for nonprofits?

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• Google Bay Area Impact Awards

– Best nonprofit ideas for a better Bay Area

– $5 million awarded in 2014

• 4 grants of $500,000

• 6 grants of $250,000

• 15 grants of $100,000

– 200,000 votes cast in 10 days

– Also have programs in India, U.K., and Brazil

https://impactchallenge.withgoogle.com/bayarea2014

Crowd-Sourced Grant Possibilities

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• Selection criteria:

1. Community Impact. How will the project improve the lives of local residents? How many people will be affected if successful?

2. Innovation. Does the project tackle the issue it seeks to address in a new and creative way?


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• Selection criteria:

3. Scalability. If successful, how easily can the project scale? Can it serve as a model for other communities?

4. Feasibility. Does the team have a well-developed, realistic plan to execute on the proposal? Have they identified partners for implementation?


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• The North Face Explore Fund

– Connects people to the outdoors

– 400 applicants

– $250,000 awarded in 2014:

• 5 grants of $25,000

• 5 grants of $10,000

• 15 grants of $5,000

http://www.explorefund.org/


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http://www.explorefund.org/

• Lincoln Financial Group: Lincoln Legacy Awards

– Nonprofits whose principles and programs advance Abraham Lincoln’s legacy of freedom and opportunity through education

– Open to nonprofits with $750,000+ annual expenses

– One vote per person

– One $50,000 award

http://www.lincolnslegacyaward.com/


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http://www.lincolnslegacyaward.com/

• Toyota 100 Cars for Good

– Each day during 50 days, online voters chose 2 out of 5 nonprofit organizations to take home a new set of wheels. At the end of the day, the two organizations with the most votes took home a brand-new Toyota.

– Thousands of applicants and 250 finalists

https://www.carsforgood.com/app_live/about.php


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https://www.carsforgood.com/app_live/about.php

• Toyota 100 Cars for Good

Toyota believes that motor vehicles and the mobility they provide contribute to the betterment of society…

We did see an uptick for the Toyota brand in the context of online discussion about the 100 Cars for Good program.

Michael Kroll, Community Relations

Manager, Toyota Sales USA


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• Tom’s of Maine 50 States for Good

– Nonprofit in your area that’s making a difference for people and the planet

– One $10,000 award for a nonprofit in each of 50 states plus D.C. ($510,000)

http://www.tomsofmaine.com/community#50-states-for-good


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http://www.tomsofmaine.com/community








• DSW: http://www.shoeloverscare.com/

– One $75,000 award

• CNN Heroes:

– $25,000 for 10 finalists; $100,000 for winner http://www.cnn.com/2012/01/05/living/cnnheroes-how-to-nominate/

• State Farm Neighborhood Assist

– 40 grants @ $25,000 each; 3,000 submissions

https://apps.facebook.com/sf_neighbor_assist/


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http://www.shoeloverscare.com/

http://www.cnn.com/2012/01/05/living/cnnheroes-how-to-nominate/











• Better World Books: LEAP for Nonprofits

– Funding for nonprofits and libraries

http://www.betterworldbooks.com/go/leap

• Florence Bank: $100,000 to a nonprofit near Florence, Massachusetts

https://www.florencebank.com/vote


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http://www.betterworldbooks.com/go/leap

https://www.florencebank.com/vote

Are crowd-sourced grants right for your nonprofit or

corporation?

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• B.J.: I’d like to gain an understanding of what nonprofits can do to be successful in garnering public support to be competitive enough to apply…

• Google: Nonprofits do not have to be media savvy in order to win the public vote…they need to have a message, story, and impact that resonates with the community.

Are Crowd-Sourced Grants Right for You?

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• Nathan: What advice would you give to large or small brands/businesses about engaging in cause marketing?

• Toyota: First, do it for the right reason. Focus on the giving first and the rest will take care of itself. Second, do it in a way that’s a natural fit for your brand. By offering what you do best, whether it be your products or your expertise, your contribution can be a game changer with lasting benefits for a nonprofit.

Are Crowd-Sourced Grants Right for You?

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In small groups: Identify the pros and cons of a nonprofit applying for a

crowd-sourced grant?

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• Case Study:

Tom’s of Maine--50 States for Good

• Interview with Lisa M. Dietlin, Lisa M. Dietlin and Associates, Chicago, Tom’s of Maine judge for 3 years

• Interview with Susan Dewhirst, Tom’s of Maine Goodness Programs Manager, Has managed the grants program since it launched in 2009


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• Tom’s of Maine--50 States for Good

• Purpose is to engage consumers and give back

• Focus on potentially reaching people who don’t know our brand to find out more about us

• Grants awarded to nonprofits that share Tom’s values toward health and animals

• We want to recognize grassroots nonprofits


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• Tom’s of Maine--50 States for Good

– 2009: $20,000 to each of 5 winners

• Received 2,000 applications

• Finalists received 280,000 votes

– 2010: Same $100,000 awards as 2009

– 2011-12: 5 $20,000 winners + 1 winner of $50,000

– 2013: 15 winners of $10,000 each

– 2014: 800 nominations; judges reviewed 102 and selected 51—eliminated public voting to focus on encouraging people to nominate nonprofits


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• Provide a Tool Kit for finalists to help them with the outreach needed to get enough votes to win

• Provide a Tool Kit for winners to help them publicize their win…and increase Tom’s of Maine brand awareness

• Both Tool Kits have been provided as handouts for you from Tom’s of Maine


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Ways to go from being a finalist to becoming a winner

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• Social media best practices

– Ask for help

– Plan ahead—post at varied times

– Create short, simple posts

– Hashtag your social media posts

Getting the Votes Needed to Win

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• Use compelling and varied content to pique your followers’ interest

– Ask questions and seek advice and opinions

– Show your personality and passion through photo and video content

– Motivate voters by describing the impact your project could have on the community

– Champion your organization and let people know what makes it so special


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• Facebook Posts

– Provide the link to the actual voting poll with an encouragement to vote

– Upload a new cover photo that highlights where and how to vote

– Establish one main post including all voting details and pin on top of your profile page

– Create a Facebook event

– Post and share a new photo album


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• Twitter

– Provide the link to the actual voting poll with an encouragement to vote

– Host a Twitter chat

– Tag volunteers, colleagues, and community influencers

– @Reply influential community members


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Creative outreach ideas--

• Add the link to the voting site to your email signature block

• Develop content for your website

• Ask for votes through your e-newsletter

• Make a campaign video

• Create a vision board on Pinterest

• Research popular hashtags

• Post on Instagram


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Creative outreach ideas--

• Post on LinkedIn

• Send out an email blast to friends, colleagues, and volunteers

Others suggestions from participants?


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Develop an outreach plan to get the votes your Baltimore nonprofit

organization needs to receive $1,000

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• Select a Team Leader—Give that person’s name and email address to B.J. and Nathan

• Work in your small group to plan your outreach strategy for your Baltimore nonprofit

• Use the one-page handout provided by your nonprofit to capture the organization’s mission, programs, and voice

Develop an Outreach Plan to Get Votes for Your Baltimore Nonprofit

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• Rely on the nonprofit’s representative here today for more information about your selected nonprofit or reach out to the designated representative via email or phone/text

• Receive coaching from your assigned AFPeep volunteer


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• Plan the distribution channels you will use (Facebook, email, Twitter, LinkedIn, Instagram, Inclusion in email signature block, website posts, AFP Conference app, etc.)

• Identify URLs, email addresses, etc. for each message so you’re ready to launch

• Craft the actual message/post you will use for each distribution channel

• Debrief: Present 3 outreach strategies


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• Voting Website:

https://www.surveymonkey.com/s/AFPCrowdfunding

Voting Website for the $1,000 Grant

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Launch your outreach plan to get the votes your Baltimore nonprofit

organization needs to receive $1,000

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• All team members begin implementing their outreach assignments

• You have 24 hours to garner votes for your nonprofit

• Any questions? Contact… [email protected]/317-847-3022

[email protected]/317-840-0730

Twitter: @nathan_hand

Implement Your Outreach Plan to Help Your Baltimore Nonprofit Win the $1,000 Grant

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mailto:[email protected]

mailto:[email protected]/317-840-0730





https://twitter.com/nathan_hand

https://twitter.com/nathan_hand

What are the 2 most important things you learned today?

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The winner of the $1,000 grant award will be announced on the AFP Conference App in 24 hours. B.J. and Nathan will contact all participating nonprofits with results. Good luck…and thank you!

AFP Crowdsourcing Power Point - Bischoff - Hand

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