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More on Seattle’s #GiveBig Online Giving Event

Give Big home screen

I popped over to Twitter to see if #GiveBig was being used as a hashtag for Seattle’s community-giving event since it wasn’t obviously promoted on the home page of The Seattle Foundation, host of the event. Sure enough, #GiveBig was beginning to heat up.

I immediately noticed that my alma mater, the University of Puget Sound, was tweeting about its “One of A Kind” capital and scholarship fundraising campaign. As I did with Sacramento’s Arts Day of Giving, I made a small donation to support the Loggers (yes, Loggers) and learn more about how Seattle/Tacoma is deploying technology to support charitable giving. And naturally I sniffed around a bit to see how different nonprofits were using the opportunity.

Not all tweets were created equal

Some nonprofits seemed to use their 140 character message spaces more effectively than others:

  • The Pike Place Market Foundation won my prize for “best Twitter voice.” Twitter messages tend to be a bit cheeky and I liked their “#GiveBig to the Pig” message (“Rachel,” the 550-lb. bronze pig statue at the Pike Place Market is a famous landmark). But I suppose it’s hard to replicate this particular tactic if you don’t have an iconic farm animal associated with your charity. However, this can be emulated: The Pike Place Market folks chose to include a shortened ow.ly link to take people right to a donation page. I noticed that other charities linked to their event profile page, which would have required one more click to donate. A small thing perhaps, but you lose “customers” with every extra click.

Pike Place Market #GiveBig tweet

Seattle Foundation giving page

  • Some nonprofits’ messages struck me as more powerful than others. They moved beyond the obvious, such as focusing on the generic “it’s #GiveBig day” message, the opportunity for matching funds, or a few phrases about what they do (e.g. “serve 5,000+ homeless families ea yr” or “supporting girls and women”). Better examples: @ConservationNW got a little conversation going by encouraging people to list favorite animals. @MakeAWishAKWA tweeted a beautiful image they posted on Instagram.

@Conservation NW tweet

Make a Wish tweet

Make A Wish Instagram Image #WishBig #GiveBig

  • A number of charities asked for help funding specific programs. @IslandWood tweeted: “Every gift of $25 on May 15th funds an outdoor learning adventure,” and @GenderOdyssey made an appeal for funding of a staff position: “It’s true! We want to hire a Conference Director!! There’s just one thing…” (the tweet continued with a link to a blog post about the need for paid staff help).

Technology notes

Communities have assembled the technology for online giving events several ways. Sacramento’s Arts Day of Giving modified Guidestar’s Donor Edge ecommerce tools. Several other high profile online giving events, like Greater Washington’s “Give to the Max,”  have used Razoo.

I know that the Arts Day of Giving folks worked hard to make sure the e-commerce site wouldn’t crash with the volume they hoped to generate, and it looks like Seattle’s behind-the-scenes e-commerce provider, ClickAndPledge, also kept up per the Tweet below:

Tweet about receipts

BUT least two nonprofits posted that their website was down during the event. Nonprofits could experience more intense website traffic than they have experienced previously, since all of the push happens in a 24-hour period. Nonprofits: be ready!

Comparing Seattle/Tacoma and Sacramento:

There were a few things that I liked better about the way Seattle managed its Give Big event, and a few things I liked better about Sacramento’s approach:

Seattle wins:

  • For including the option of a survey (an embedded Survey Monkey link) that popped up right after you make a donation. It might have been a bit long (15 questions), but I liked the additional information about whether these are additional gifts if someone has given before.

Give Big survey - 1st five questions

  • For being able to process receipts that come through with the name of the organization as the sender (the email also had a pdf attachment with a printer-friendly version). The receipts lacked any kind of emotion, but the specific sender did underline the connection to the charity (and tax deductibility).
  • For giving people the option of donating to a stretch pool. Sacramento used matching funds from partners, but Seattle let community members continue to add to those matching funds. I thought this was a nice solution for people who wanted to participate in Give Big, but weren’t attached to a specific nonprofit.
  • For their use of Twitter pics, which looked great on a computer screen. I also noticed that Jimi Hendrix Park made nice use of this feature:

Give Big Twitter pic

Jimi Hendrix Park

Arts Day of Giving wins:

  • For promoting Twitter more visibly on the home page of the campaign. Seattle’s Give Big folks did promote social sharing but you saw the Twitter and Facebook push after completing a donation. This shouldn’t be an either/or. It would be best to promote the Twitter hashtag on the home page and have easy next-steps on the screen that pops up after donating.

Give Big post-donation screen

  • For a better way to list nonprofits. Both cities had a search field that made it easy to find a nonprofit if you knew who you wanted to donate to. But Sacramento created “buckets” — categories — of nonprofits while Seattle offered up a verrrrryyyy long directory of nonprofits. It felt like it took five minutes to find University of Puget Sound.

Seattle Give Big nonprofit list

Should Sacramento be afraid of becoming too successful?

I stumbled across one other important bit of dialogue while kicking around the Seattle event: it may be beginning to wear out some participants. Seattle’s event, by the way, is now in its third year.

Humanosphere, which reports news and analysis of global health and the fight against poverty, noted that it “drives many people nuts” because people are getting deluged with emails from nonprofits who have their email addresses. It’s a big enough issue that a guest column by Joy Portella, a consultant formerly with Mercy Corps, was published in the Seattle Times.

Both note that the online giving event may be especially helpful to small nonprofits that simply can’t get their message to penetrate to the same degree on their own.

If people in Seattle/Tacoma are getting deluged with emails from nonprofits, it suggests to me that there is a cadre of people who are very involved in supporting the community. These people may indeed get a bit annoyed by the “cacophony” as Joy Portella put it.

But Sacramento has a long way to go to get more people to give charitably, on a par with other communities our size.

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Finally! Online Community Giving Blitz Comes to Sacramento

#artsdayofgiving

In 2011, I wrote about Washington DC’s “Give to the Max” online fundraising blitz, and I’ve been anxiously waiting for something like that to come to Sacramento. This Monday, April 29, that moment arrives as Give Local Now, the Sacramento Region Community Foundation, For Arts’ Sake, Sacramento Metropolitan Arts Commission and the Nonprofit Resource Center bring us the Arts Day of Giving. As happy as I am for the arts organizations that will benefit, I’m even more excited about what it potentially means for all local nonprofits. I caught up with Susan Frazier of Give Local Now to learn more about the event — and the progress of Give Local Now’s efforts to energize local giving.

Let’s start with the basics: what do you want people to do on April 29?

We want them to go onto givelocalnow.com, where they will be redirected to a special giving page. The page will be up over the weekend but they won’t be able to donate until 4:29 a.m. on Monday, April 29. It’s very simple and quick to get to a list of nonprofits and pick the one you want to donate to. The page can handle 10,000 transactions a minute so it’s not going to slow down. Check out the tutorial about a minute in:

You can also help by spreading the word. Local arts organizations stand to win prizes including $1,000 for the organization that generates the most posts on Facebook and Twitter during the 24-hour-period, but posts must be public and use the hashtag #artsdayofgiving.

Is this the first 24-hour online giving event in the area that benefits a group of nonprofits?

It is. You have to have sophisticated technology in place, which we now have, thanks to the Sacramento Region Community Foundation. The next online giving event will benefit the full sector of nonprofits, in May of next year.

The Sacramento Region Community Foundation has been terrific. The amount of labor and investment that they’ve taken on has been stunning. It’s a real gift to the region. They both funded and staffed the development of the technology.

Technology is more and more important to nonprofits. What technology was required to make this online giving event possible?

We integrated two pieces of existing technology: a database and an ecommerce/campaign tool. The database comes from Guidestar; they branded it as DonorEdge but we renamed it GivingEdge. The secure ecommerce/campaign tool provides the landing page for the day, which will instantly track and display each donation and all kinds of statistics as the day goes along. You’ll be able to tell which nonprofits are getting what and how we’re doing against our goal.

The database allows donors to see really robust information about a nonprofit’s programs, financials, management and governance. We only have the arts organizations profiles now but by fall we hope to have good representation of all sectors of the local nonprofit community. While Guidestar includes all IRS-registered nonprofits, those organizations will have to choose to complete a profile for GivingEdge. The database shines a lot of light and transparency on organizations.

What do you hope will be raised for the arts?

We hope to raise as much as $500,000. We have $100,000 in matching donations from a variety of corporate sponsors and businesses and restaurants that are offering discounts or freebies to contributors who show a receipt for their donation via print out or on their smart phone. And this was just added: Bistro 33 locations are offering a 20% discount to donors and Harv’s Car Wash will provide a free wash. We’re deeply grateful for the support of the Sacramento Region Community Foundation, Western Health Advantage, Wells Fargo Bank, Barry and Lynda Keller, Enlow and Mel Ose Endowment for the Arts, Safe Credit Union, Sacramento Metropolitan Arts Commission, and the Jean Runyon Endowment for the Arts Fund, which will give a cash prize of $1,767 to the arts organization that raises the most overall during the event.

Why the particular focus on the arts?

The original initiative idea came from “For Arts’ Sake,” through Mayor Kevin Johnson’s office. They thought it would be a great use of their initiative and they knew they couldn’t do it alone.

What are you hearing from local nonprofits about their fundraising success as the local economy begins to slowly improve?

I’m hearing about a slight uptick, but there’s also a lot of concern among donors. As one donor said to me, “Darn, I thought this economic downturn would get rid of some of these nonprofits.” What’s behind that is some skepticism about whether the sector has too much duplication. Nonprofits are really frustrated with that, that they may not be able to attract donors, often because of a misperception. That’s something that this database can help with. It may show that they fill a need that other nonprofits do not, or suggest opportunities for collaboration.

What’s next for Give Local Now?

We’re gearing up with a bunch of different strategies. One of them is the nonprofit capacity piece, working through the Nonprofit Resource Center to build fundraising skills of nonprofits and their Boards through training, and to make them better stewards of the resources they have. We can help them with their message about why they’re worthy to invest in, as opposed to “help us because we’re desperate.” We’ve written a grant for a series of training sessions that will bring executive directors and Boards together to help them understand fund development better – their different roles and responsibilities as well as best practice strategies.

Another focus is measurement. In September 2011, we announced three ambitious goals: to increase the regional average of households that give to charities; increase the average household contribution of households that give; and increase the share of giving that stays here in the area vs. benefiting national or international charities. To help us track progress, we’re developing a set of measures using nonprofit partners’ results as the data source. But first, we need to get local nonprofits on the GivingEdge tool.

The third thing we’re doing is developing a whole suite of new tools that will help local nonprofits connect with donors. We are changing out the website to have a lot more donor tools on it, and to enable donors to get a lot more information about local nonprofits.

The fourth strategy is just an awareness and outreach strategy, with an underlying idea of building regional pride. If information about the cool things that are happening here were more broadly known, there would be a greater sense of pride in philanthropy.

What are some of the cool things you’re seeing?

One example is “Reason to Party,” which organizes events benefiting a cause they select as a way for 20-somethings to have fun and donate. It’s pretty inspiring. Another is the El Dorado Giving Circle, a group of several hundred women in the foothills who contribute individually and pool their donations to make an impact on a cause they select together. The Metro Chamber’s Project Inspire is another innovative way approach to philanthropy, where anyone who donates $250 or more can participate in supporting an exciting project benefiting the Sacramento area community.

Any parting words?

There’s nothing static about Give Local Now. New ideas come in everyday. I really see it as a snowball rolling down hill that’s picking up pieces as it goes. It’s a catalyst. We’re starting to attract people that can see this as a vehicle for change.

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