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Fundraising on Localgiving.com Dawn Carr, FST Development Worker, Birmingham and Black Country Community Foundation
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Fundraising on Localgiving

Jan 01, 2016

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Fundraising on Localgiving.com. Dawn Carr, FST Development Worker, Birmingham and Black Country Community Foundation. Overview. Introduction to online fundraising Online Fundraising with Localgiving.com Promoting your webpage and Donor Development Driving offline traffic to your webpage. - PowerPoint PPT Presentation
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Page 1: Fundraising on Localgiving

Fundraising on Localgiving.comDawn Carr, FST Development Worker,

Birmingham and Black Country

Community Foundation

Page 2: Fundraising on Localgiving

Overview

• Introduction to online fundraising

• Online Fundraising with Localgiving.com

• Promoting your webpage and Donor Development

• Driving offline traffic to your webpage

Page 3: Fundraising on Localgiving

Introduction to online fundraising

Page 4: Fundraising on Localgiving
Page 5: Fundraising on Localgiving

How do you currently fundraise?

How do you get money at the moment?

Do you have any individual donors and how do you reach them?

How do you communicate with your donors?

Do you get Gift Aid?

Do you use online fundraising?

Page 6: Fundraising on Localgiving

Internet as a fundraising tool

• It’s important to understand that online fundraising is not much different to fundraising ‘offline’ and so the same principles still apply.

• It’s about cultivating relationships, connections, participators and engagement – the internet is just a tool which allows you to do this more quickly, widely and cheaply than ever before!

Online giving has increased by 85% in the past three years! (according to research by nfpSynergy together with MissionFish UK, eBay for Charity and the Institute of Fundraising – 15 Sept 2011)

Page 7: Fundraising on Localgiving

Online Fundraising: What it is and isn’t

Online Fundraising is NOT: Online Fundraising is:

Just having a donate button on your website

A set of tools to build a community of support around your organisation

An easy way of getting money from people you don’t know

A way of helping your current and future supporters engage with and support your work

Posting a project on a site like Localgiving.com and expecting people to find it

A mechanism through which your supporters can easily and efficiently support your organisation – both with money and other kinds of non-financial support and engagement

A substitute to your other fundraising A key component of a diverse funding strategy incorporating different methods of income generation

Page 8: Fundraising on Localgiving

Social Media – do I need to use it?

By having as much presence on the internet as possible, you have a ready made network of potential supporters and donors; people you may not have had access to before.

Social media also allows your charity to:

• Appear higher in the list of results on search engine websites such as Google

•Communicate with a large audience

•Engage and interact with your supporters & other stakeholders, particularly the younger generation

•Support your existing fundraising efforts through another channel

Page 9: Fundraising on Localgiving

Facebook & Twitter

Facebook – a social network website with 800 million users. You can create a page for your organisation to share pictures, videos and information to show how you are making a difference and gather more supporters.

Twitter – a micro-blogging website where you can share information about your organisation in 140 character announcements. By ‘Following’ and interacting with other members you can expand your online network.

How are they different?Twitter is a platform for sharing short statements and website links whereas Facebook is unrestricted and allows you to post images, videos and long messages.

Page 10: Fundraising on Localgiving

How can I fundraise on social media?

• Direct existing supporters to donate online

- Use it to announce fundraising events and campaigns

- Update your Facebook Status or Tweet your Localgiving.com link (as well as including your web address on the Information page to help drive more traffic)

• Maintain an interactive relationship with supporters

- Keep supporters informed with regular updates and pictures

- If you do not interact with followers they will lost interest!

• Build a network of new supporters who could potentially donate

- By asking your friends to ‘donate’ their status or Retweet your message, you will reach new audiences

Page 11: Fundraising on Localgiving

Online Fundraising with Localgiving.com

Page 12: Fundraising on Localgiving

What is Localgiving.com?

Mission: To provide local charities and community groups with the technology to raise money, awareness and support online.

Webpages and web tools necessary to;

•Reduce dependency on grants•Provide new sources of funding and support•Engage with their local community

Page 13: Fundraising on Localgiving

What your page will look like

Page 14: Fundraising on Localgiving

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Benefits of Localgiving.com

Facilities to easily accept donations

Automated Gift Aid on donations without being a registered charity

Webpages that are easy to complete and update at any time and for supporters to find

New sources of funding, access to a community of supporters

Space to advertise your needs, including volunteer vacancies

Donations are unrestricted, use the money where it is needed

Training materials and support to help you with your fundraising

Local, regional and national Match Fund Challenges

Page 15: Fundraising on Localgiving

Localgiving.com support with social media

• Buttons at the top of your webpage promoting your direct link on social media

• User guides – Introduction & Next Steps

• Help Desk support• Engagement & promotion with

Localgiving.com via social media

Page 16: Fundraising on Localgiving

Beginning your journey on Localgiving.com

• Register your interest with BBCCF to become invited

• Register on Localgiving

• Fundraising workshops

• Local supporter campaigns and Match Fund Campaigns

Page 17: Fundraising on Localgiving

Invitation to join Localgiving.com

Your charity

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Page 18: Fundraising on Localgiving

Register with Localgiving.com

Your username is your email address.

Enter a password of your choice and click ‘Register’.

[email protected]

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Page 19: Fundraising on Localgiving

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How is a donation distributed?

Fees:

•Up to 2% for the average credit or debit card fee

•3% to the local Community Foundation

•3% to Localgiving.com

£30 DONATION EXAMPLE WITH GIFT AID:

Donation £30.00

- 2% average card fees  £ .60       

+ 25% Gift aid £ 7.50

- 6% CF/LG fees £  2.25 (this is split between CF and LG)

=       £34.65 to the Charity or Community Group

Page 20: Fundraising on Localgiving

Attracting donors to your Localgiving.com webpage

Page 21: Fundraising on Localgiving

Creating an attractive page for donors

Good quality images showing volunteers, staff, and/or beneficiaries

Donationsuggestionsfor supporterswith examplesof how they could help

The causes you work with, where donors search and find you

Keep your page up to date with your latest projects, events and activities

Summary of your organisation with specific examples

Page 22: Fundraising on Localgiving

Driving online traffic to your webpage

The first step is to make it as easy as possible for your potential supporters to donate. The following steps require minimal effort and are free!

•Include your direct web address in your email signature

•Use the Localgiving.com buttons - These can be inserted into your website, newsletters or email signature so the viewer sees the image and can click on to be directed to our webpage to donate. You can find these in your account under “My Promotions”.

Page 23: Fundraising on Localgiving

Add an email signature

Promote your direct web address by putting it on your marketing materials and by adding it to your email signature.

The link to your webpage

Your direct web address

Your direct web address will always start with www.localgiving.com/ followed by the name (or acronym) of your charity.

For example: www.localgiving.com/yourcharity

Supporters will be able to find your Localgiving.com webpage quickly and easily by typing your direct web address into their internet browser, or by clicking on your link.

Page 24: Fundraising on Localgiving

Tell your immediate network

The majority of potential supporters are not going to find your page unless you show them where your Localgiving.com webpage is.

.

Have your friends reach out –

Word of mouth is the most powerful motivator, so encourage your loyal supporters to reach out and help you get new supporters.

Page 25: Fundraising on Localgiving

Promoting your webpage

Page 26: Fundraising on Localgiving

Continuously build your supporter database

Treat your database as a valuable asset!

People inside your organisation

People outside the organisation

Staff Donors and Supporters

Volunteers Members of partner organisations and professional contacts

Board Members Beneficiaries

Trustees Anyone who has expressed an interest in the organisation

Consider Data ProtectionDo ask for your members' permission to contact them. This should be clearly recorded on the database.

Page 27: Fundraising on Localgiving

Building a relationship with your supporters

Communicate via your

online toolkit

Page 28: Fundraising on Localgiving

Email marketing

• Put your charity’s logo at the top of the page

• Personalise by addressing the newsletter to the supporter by name

• Add a link to your charity’s Facebook, Twitter and Localgiving.com pages to the newsletter

• Include photos of your charity with the newsletter

Send your supporters newsletters via email to keep them updated on your charity’s work (or ask a volunteer to help)!

Page 29: Fundraising on Localgiving

Driving offline traffic to your webpage

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Incorporate your direct web address into your traditional fundraising activities

Display your Localgiving.com direct web address at your

organisation, and ensure that your staff, volunteers and

trustees all know about and are spreading the word about your

Localgiving.com webpage

Incorporate your Localgiving.com web

address into your regular newsletters and all other

printed materials e.g. annual reports and leaflets

Create leaflets promoting your direct web address and prompting people to

donate

Promote your web address at events and fundraising activities

Page 31: Fundraising on Localgiving

Getting in the news

Good stories include:

• Fundraising events

•Charity achievements

•Projects undertaken by your local charity or community group

•New community activities

•Letter to the editor

•Eye-catching picture

 

A Checklist for your story: Is it current and relevant?

How is it different from other stories you’ve read?

Does it have a human element?

Is it your story moving, amusing or inspiring?

To be newsworthy, you need a story that will inform, educate or entertain readers, viewers or listeners – Localgiving.com can provide a press release template!

Page 32: Fundraising on Localgiving

Feedback: The most important step!

Turn the success of your fundraiser/campaign into your next marketing message:

- Create case studies to share!

- Update your Localgiving.com webpage so your donors can see your success

- Announce the success of your fundraiser/event on social media

- Thank supporters through your Localgiving.com account

Page 33: Fundraising on Localgiving

Questions