THE STORY
The Story is known: Jenni goods are in the supermarket and notice the payment that you have forgotten your wallet. Carolee Hazard, a total stranger pays her bill of $ 207th Jenni, you are paying this back then check plus a $ 93-Thank you for this selfless act. Carolee told of their friends on Facebook and asks what you do with the extra $ to make 93-dollars. "Give it to charity!" was the reply. Carolee was so touched by Jen's generosity that she donated $ 93 or equal to it. impressed by this selfless act, even her friends started at $ 93 to donate to, and together they picked out a charity that you want to donate to them. Meanwhile, the $ 93-Club has reached $ 83,000. No
cent of media-spending, fundraising has been entirely self-initiated and spread virally through a single story. What can you use this type of community fundraising now as an NGO?
BACKGROUND In the United States in the health sector, 40% of online donations generated by community fundraising (eNonprofit Benchmark Study 2010) .
How come
`s? According to numerous studies, people trust in decisions mostly on the testimony of friends and family members. In Germany, this view is, according to Nielsen, with 89% before newspaper editorial articles with 76%, online consumer reviews, newsletters, and branded sites. All advertising formats are in sub-50%.
IMPLEMENTATION IN PRACTICE
When Fundraising Congress in Fulda was Alexandra Rippke which visited 26 NPOs in the U.S., a nice introduction:
- grassroots fundraising or community fundraising was "recommendation fundraising at the basis of shared stories and is run by volunteers in one of the NPO set public action framework into practice. Starting point for the recommendation Fundraising a personal history of the multiplier, which he interwoven with the case history of the NPO's could, and goes on to tell about it. " (link)
It is therefore as an NGO to put an effective framework and offer the possibility that the multipliers (Fundraiser) to connect their own history with the mission statement of the organization. The personal Skilled friend gets the Mission Statement of the NGO Friends of the relevance.
The NGO has to encourage their volunteers on the task of telling these stories and have for them the necessary content to Providing (flyers, e-cards, brochures ...)
The Internet serves primarily as organizational and communication tool that brings together Fundraisier and supplied with information.
My favorite in this area, the MS Society is in the U.S., which has generated with Walk-a-thon and bike-a thon 2008-80% of their total donations. (mswalk.com) is very much value placed on the support of supporters ^ ^. From flyers to personalized e-cards and fundraising videos everything is provided.
Obama has generated with mybo.com $ 30 million donation by community fundraising, charity: water is already almost $ 2 million - and counting. Always it comes to give the supporters all the tools at hand that this is itself a fundraiser in his circle of friends.
COMMUNITY FUNDRAISING IN GERMANY
In Germany, community fundraising has come slowly. The SOS children's villages with www.my-spendenaktion.de already set an example. By my count, are thus already almost 100,000 euros were generated. The campaign has generated with Germany assists Helpedia-White label especially by Haiti over 100,000 € in donations (link) ... are in fact must now builds!
THE 5-NEVER EVER FORGET:
first The supporters even as the in the center of the communication: it provides for change! must be communicated with him at eye level and he must value needed to make it true in the long term NGO remains. The "Flipping the Funnel" approach, based on Seth Gothin could even be known.
second Online alone collapses. Whether Justgiving, Obama, MS Society or $ 93 Club - Online alone makes it easier and faster communications - the actions are always driven by real deeds (marathons, door knocks, walks, actions ...).
third Fundraising should be fun. Give your volunteers the tools so that they together with their friends fun fundraising have. Something to do good always to be associated with a good feeling - so repeat offenders are more likely.
4.Schluss with the interrupter advertising: "The future of fundraising is to stop interrupting what people are interested in and to become what people are interested in!" (link)
5th E-mail is still the most spread-the-Word tool. Although everyone is talking only of social media - the commitment of the community via e-mail is still far stronger than in social networks. Also present recommendations are still 3x expressed so often by e-mail. One should therefore appeal to the people as it suits them best: by mail, by Facebook, by mail, Twitter, via website ... It's their choice ...
YOUR MY APPROVAL:
- What do you think of when the community-FR have his breakthrough in Germany?
- Do you know any interesting community-FR actions from somewhere?
- criticism or other opinions on the review?
- Are my posts too long? :-)
1000 thanks for your time :-)
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