Presentation on new avenues of fund raising for NGOs by GiveIndia at the capacity building workshop for NGOs organized by Net Impact Mumbai at the Mumbai HUB, Bandra

1. Fundraising 2.0
Dec 18, 2011

2. Agenda
 Fundraising 2.0 - What & Why?
 Opportunities for Fundraising 2.0
• Formal Events
• Informal Events
 How to be successful at Fundraising 2.0?
 Fundraising 2.0 Platforms
 Case Study
Q&A
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3. How the Internet evolved?
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4. What is Fundraising 2.0?
Fundraising
The process of soliciting and gathering
contributions as money, by requesting
donations from individuals, businesses,
charitable foundations, or governmental
agencies.
Fundraising 2.0
Also known as Peer-to-Peer Fundraising (P2P) it
is about empowering your supporters, both
donors and volunteers to raise funds by
encouraging them to raise funds from their
own networks and communities
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5. Who does a donor trust?
“Consumers trust real friends and virtual strangers the most”(1)
Source: (1) http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ 5

6. Why should I be concerned about Fundraising 2.0?
• People give to friends, colleagues and people
they know
• People give to causes not to institutions
• Leverage your donors/volunteers creatively
and make them ambassadors of your
organization
• Acquire more donors for your organisations
• Also builds greater awareness for your cause
and a chance to create ambassadors of
today’s donors
• More funds for you…
• …at very low cost to you
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7. Agenda
 Fundraising 2.0 - What & Why?
 Opportunities for Fundraising 2.0
• Formal Events
• Informal Events
 How to be successful at Fundraising 2.0?
 Fundraising 2.0 Platforms
 Case Study
Q&A
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8. Opportunities for Fundraising 2.0
• Formal ly organized Marathon
event typically by a
third party on a
specific date/period Sporting
Events
Walkathon
• Encourages
competition amongst Cyclothon
participants Formal Events
Global Giving
Open
Challenge
Giving
Challenges
Fundraising
India Giving
2.0
Challenge
Weddings
• Associated with a
personal event in the Informal
Birthdays
fundraisers’ life Events
• People participate on Anniversaries
their own terms
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9. Marathons in India – Some Statistics
Mumbai Marathon 2011
131 NGOs
Mumbai Marathon 2010 Rs. 12.2 cr. raised
109 NGOs
Rs. 9.2 cr. raised
Delhi Marathon 2010
40 NGOs
Delhi Marathon 2009
Rs. 3.2 cr. raised
Rs. 2.1 cr. raised
Bangalore Marathon 2010
73 NGOs
Bangalore Marathon 2009
Rs. 1.3 cr. raised
81 NGOs
Rs. 1.4 cr. raised
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10. Giving Challenges – A Glance
India Giving Challenge
Get experiences from people India Tax Saving Challenge
Open Challenge 2010 2010 2010
500+ NGOs 250+ NGOs 100+ NGOs
$1.5 Mn raised Rs. 2.1 cr. raised Rs. 50+ lacs raised
Open Challenge 2011 India Giving Challenge India Tax Saving Challenge
450+ NGOs 2011 2010
300+ NGOs 100+ NGOs
$1.1 Mn raised
Rs. 3.1 cr. raised Rs. 50+ lacs. raised
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11. Informal Events – An Introduction
• Peer-to-Peer fundraising is personal . Its about people
• Its about sharing personal stories & journeys
• Important to state the reasons for getting involved & what engaged
them
• Reason for raising funds
• Updating fundraising pages with progress and update of the project
• Their reasons for raising funds encourage others to join or donate
NGOs should support this personal activity by
coaching participants to share their story. 11

12. Informal Events – What Fundraisers have to say (1/2)
Raj Kalakota used iGive to celebrate his son's first birthday
“I wanted to do some good to society and give a chance to family and
friends to donate. I used the GiveIndia donation as gift, so that lead to
this option. I am happy that it raised something which I am sure will
make some difference.”
Kakoli Dey set up an iGive page to commemorate her grandmother's
death anniversary.
“My love for my grand mom and my love for the NGO I work for
have motivated me to create this page. Raising funds
whatsoever the cause is a bit tough but this is a fantastic way of
asking for fund!”
Chandramouli Venkatesan set up an iGive page as he wanted to make
a difference to the underprivileged:
“The elderly homeless in India can use every rupee that we
raise. I was amazed at the number of people who
contributed and also people who I did not know well also
responded to the appeal.”
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13. Informal Events – What Fundraisers have to say (2/2)
Uday and Shweta Khankhoje received gifts for charity on their
wedding day
“We knew that in our weddingcard if we were to just write "no
gifts", it would not dissuade people from getting gifts. If we
gave them something else to "give", they would at least get
that satisfaction. And this way, we could start our life together
with the blessings of our extended family."
- As did Megha and Karam.
“GiveIndia provided a perfect solution - a gift our friends
would be happy to give and that we would be happy to
accept too. Most of our friends were very happy with
our decision and donated generously. ”
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14. Agenda
 Fundraising 2.0 - What & Why?
 Opportunities for Fundraising 2.0
• Formal Events
• Informal Events
 How to be successful at Fundraising 2.0?
 Fundraising 2.0 Platforms
 Case Study
Q&A
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15. How to raise funds - yourself and through your
supporters (1/8)
1. Display your campaign prominently on your website or setup a
microsite for the same
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16. How to raise funds - yourself and through your
supporters (2/8)
2. Send an appeal letter to all your friends, family and supporters. Ensure
that you specify a prominent call-to-action in this letter.
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17. How to raise funds - yourself and through your
supporters (3/8)
3. Maintain an excel sheet of your supporters and call them up, if they
do not respond to your email. (Also: Thank all who do respond, for
their support  )
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18. How to raise funds - yourself and through your
supporters (4/8)
4. Dedicate an article in your NGO’s newsletter to the fundraising project
you have set up; and add a prominent call-to-action in it
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19. How to raise funds - yourself and through your
supporters (5/8)
5. Post your iGive page link and a brief description of what you’re raising
funds for on your Facebook or Orkut or whichever social networking
site you use profile; encourage your employees to do the same
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20. How to raise funds - yourself and through your
supporters (6/8)
6. Does your NGO/CEO have a blog? Write some posts about your iGive
page and your efforts to get to your target amount; encourage your
employees to do the same
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21. How to raise funds - yourself and through your
supporters (7/8)
7. Everyone at your NGO can update their email signatures with a link to
your NGO’s iGive page
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22. How to raise funds - yourself and through your
supporters (8/8)
Feel free to share this slide with supporters who raise funds for you. You may
also carry this information on your website. This is what supporters can do -
1. Send a personalised appeal message/email to your networks, which contains a
prominent call-to-action. Tell all exactly how the money they give will be used
and what impact it will have.
2. Spread the word along with a brief description of what you're raising funds for
on whichever social networking site you use, such as Facebook or Orkut. Lots of
people take the time to read what their friends are doing.
3. Do you have a blog? Dedicate a post or two to your fundraising efforts. Don’t
forget to mention why you support the cause.
4. Don't give up after the first mail; many of your friends may need a gentle
reminder so send at least one follow-up mail.
5. Ask your spouse, siblings, parents and children to help you spread the word.
6. Still can't think of who to send the link to? How about your… cousins
neighbours, batchmates, colleagues, family friends, club/gym friends…
7. One last tip - after your page expires, don't forget to write to everyone who
donated to you thanking them and telling them that they helped you succeed.
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23. Agenda
 Fundraising 2.0 - What & Why?
 Opportunities for Fundraising 2.0
• Formal Events
• Informal Events
 How to be successful at Fundraising 2.0?
 Fundraising 2.0 Platforms
 Case Study
Q&A
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24. Fundraising Platforms
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25. iGive – a tool for fundraising
What is iGive? Why iGive?
+ = It lets you reach out to friends and
family anywhere in the world.
Is easy and convenient to
use, both for you and for the
people donating to your cause.–
iGive is an online from setting up the page to
fundraising tool that sending receipts for donations is all
enables anyone to raise done online
funds conveniently for a
cause that they are Transparent mechanism of who’s
passionate about. donated and funds collected
Is a platform that fulfills all
fundraising needs
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26. Agenda
 Fundraising 2.0 - What & Why?
 Opportunities for Fundraising 2.0
• Formal Events
• Informal Events
 How to be successful at Fundraising 2.0?
 Fundraising 2.0 Platforms
 Case Study
Q&A
26

27. Case Study: Teach for India (1/2)
Number of Fellows: 130
Funds Raised: Rs. 43 lacs
From: 1,790 donors
Total Matching Won: Rs. 16 lacs
Raised Funds For:
• Books
• Setting up libraries
• Resource center
• Field trips
• Infrastructure needs in the classroom ( eg: stationary, projector)
Target Donors: Individuals ( ie. non-corporate, non-HNI, non-institutional
donors) .
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28. Case Study: Teach for India (2/2)
How were funds raised?
• Tons of Emails • In-person asks • SMS Followups
• Social Media • Phone-call asks
Factors that helped raise funds:
• Fellows felt personally responsible for making this a success
• Twice a week motivating mails sent to all Fellows
• Created an internal competition by recognising top-3 Fellows each week
• Incentive of winning
“Every Fellow is like a CEO for his own classroom. He needs to
gather resources and means to ensure students are making
academic progress. Since the Fellows feel so closely responsible
for the growth of their kids, they did not hesitate to reach out to
their network for financial support.”
- Mridvika Mathur, Manager, Development, Teach For India
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29. Case Study: Sahaara, Mumbai
Funds Raised: Rs. 8.8 lacs
No. of Donors: 215
Total Matching Won: Rs. 2.75 lacs
Target Donors: Regular Donors + anyone the team came in contact
with ( family, friends, neighbours, their contacts etc.)
How were funds raised?
• Tons of emails • Word-of-Mouth
• Phone/Email Follow-ups • Facebook appeal
Factors that helped raise funds:
• Gave a heads up to last years donors as soon as event dates were
announced
• Made it an in-house event with all employees reaching out to their
networks
• Kept donors informed through the event of the daily/weekly matching
won
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30. However, remember that YOU will need to encourage
fundraisers to continue to take action…
• Highlight effective fundraisers
• Provide best practices in fundraising
• Give regular updates on fundraising progress; build anticipation
through newsletters/ campaign-focused update mails
• Encourage fundraisers to be the first to donate
• Leverage offline events
• Update/Encourage/Appreciate – in your communication
• Encourage spreading the word through social media, blogs, email
signatures
“Remember, it’s about people not technology.”
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31. Agenda
 Fundraising 2.0 - What & Why?
 Opportunities for Fundraising 2.0
• Formal Events
• Informal Events
 How to be successful at Fundraising 2.0?
 Fundraising 2.0 Platforms
 Case Study
Q&A
31

32. 32

33. Tarika Vaswani
Internet Giving, GiveIndia
tarika@giveindia.org
www.GiveIndia.org blog.GiveIndia.org www.facebook.com/GiveIndia
@GiveIndia www.youtube.com/GiveIndia2000
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