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Fundraising on Localgiving

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.

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Fundraising on Localgiving

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

  2. Overview • Introduction to online fundraising • Online Fundraising with Localgiving.com • Promoting your webpage and Donor Development • Driving offline traffic to your webpage

  3. Introduction to online fundraising

  4. 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?

  5. 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)

  6. Online Fundraising: What it is and isn’t

  7. 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

  8. 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.

  9. 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

  10. Online Fundraising with Localgiving.com

  11. 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

  12. What your page will look like

  13. 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 nationalMatch Fund Challenges 14

  14. . 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

  15. 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

  16. Invitation to join Localgiving.com Your charity

  17. Register with Localgiving.com Your username is your email address. Enter a password of your choice and click ‘Register’. yourname@charity.com

  18. 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

  19. Attracting donors to your Localgiving.com webpage

  20. Creating an attractive page for donors Good quality images showing volunteers, staff, and/or beneficiaries Donation suggestions for supporters with examples of how they could help Keep your page up to date with your latest projects, events and activities Summary of your organisation with specific examples The causes you work with, where donors search and find you

  21. 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”.

  22. 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. 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

  23. 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.

  24. Promoting your webpage

  25. Continuously build your supporter database Treat your database as a valuable asset! Consider Data Protection Do ask for your members' permission to contact them. This should be clearly recorded on the database.

  26. Building a relationship with your supporters Communicate via your online toolkit

  27. Send your supporters newsletters via email to keep them updated on your charity’s work (or ask a volunteer to help)! Email marketing • Include photos of your charity with the newsletter • 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

  28. Driving offline traffic to your webpage

  29. 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 Promote your web address at eventsand fundraising activities 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

  30. Getting in the news 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! • 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?

  31. 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

  32. Questions

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