Tuesday, June 19, 2007

Show me the money

Peter Deitz wrote an article for TechSoup today based on a survey conducted amongst GiveMeaning, ChipIn, Firstgiving, SixDegrees, and JustGive.org,

We each gave our own data and Peter then created a composite of "average results" which is a great first-step at providing more knowledge to those contemplating money using group-fundraising campaign services like what GiveMeaning provides.

I'd like to see further studies sub-segmenting by cause and even "outcomes" because I believe our (and I mean all of my colleagues services too) services serve specific types of appeals very well and others not so much.

Peter, I hope TechSoup compensated you for this effort, otherwise, we'll need to throw a group-fundraiser just for Peter to continue this kind of output!

The one thing I think missing/misleading from the analysis in terms of recommendations is that it's not a simple CAMPAIGN GOAL / AVERAGE CAMPAIGNERS * AVERAGE AMOUNT RAISED formula.

Appoint an "Online Campaign Chairperson"
I think in order for a group fundraising campaign to be fully-functional, the organization needs to appoint a group fundraising chairperson and that person should actively on Facebook/LinkedIn/MySpace or all of them and contribute regularly or at least semi-regularly to a blog.

Work with the chairperson to identify "best campaigners" within your org.
They should be identified by a combination of their ability to evangelize the campaign in their own words, have a big social network, and also be on one major social network and ideally be posting a blog as well.

Feed your campaigners a steady stream of "fresh" content
The campaign chair should be organizing meet-ups, and online group chats and be sending fresh "tidbits" for each campaigner to blog about. If you have a ChipIn widget on your blog but the blog isn't talking actively about the campaign, your donations are going to reflect that.

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