Enhancing digital literacy, online communication and fundraising skills
Daffodil circle of runners – Hungarian Hospice Foundation
Hungarian Hospice Foundation has an extensive range of fundraising activities. Most of the activities are involved in the Daffodil awareness raising program.
The Daffodil circle of runners is a peer-to-peer element of the fundraising activities of the foundation. The runners are taking part in bigger running festivals in Budapest and around lake Balaton, where the Foundation usually has a separate tent provided by the organizers to provide a basis for the community.
The number of runners linked to the organisation raised from the few initiatort to 48 in three years, the sum collected has increased in the first two years, but decreased in the third, based on the fact, that members of the circle usually raise funds one time, while remaining members.
Start of the circle:
In year 2014, as a spontaneus initiative, program director of Hospice Foundation and some friends runner in a marathon, and initiated to raise funds among their social network by communicating their challenge. By the end of the year altogether 12 people joined to run and fundraise, which was raised to 36 in 2015, and 48 in 2016.
They also involved celebrities, though they rarely raised funds, but their contribution was valuable in other ways – media presence, private donation, etc.
Organizational structure, operation:
The campaign is coordinated by the program director of marketing activities, though this special area was kept by the former program director, who initiated this element, but still linked to the organisation.
Administrative work (website, facebook page) is handled by the volunteer coordinator.
The members of the circle has a common event twice a year, though they do organise common trainings. On the events they share experiences, and having motivational speeches. They also has a dinner at end of the year, where some of the members also take other pledges, e.g. coaching of new members, organisation of cookie-sale at workplace, etc.
The core of the group has created a community, and they take part as organisers already. It is working as almost a self-organised community right now, which proved to be a valuable human contribution, taking into account, that in 2016 there was not enough efforts taken from the side of the organisation due to personal changes.
It is a value, and also a challenge, that the community is working in this way. It is a question, how they can widen the circle, while keeping the community method of work.
But it is inevitable to grow, as most of members are raising funds for one time, or two times, and not more. They remain members of the circle, are running as members of the circle, and have their personal page on theweb site also. (It is done because of marketing reason, and also it can happen, that donation is received even if direct collection was not made by the person.)
Involvement of people, recruitment:
Mainly stakeholders, relatives and their friends take responsibility to be part of the circle, though the foundation has communication actions to recruit runners outside of the aquintants (e.g. flyers in the festivals, Facebook side). But most successful recruitment is done from the side of the present runners, and from other circles –e.g. volunteers - of the foundation.
Potential members of the circle are suggested to check in through the website, where they receive a guideline, what they should do to start their fundraising activities. If there is no action after that, they make connection with the person.
They produce a T-shirt, and a page on the website, where motivation, photo and pledge of the person is placed. There is a personal meeting to talk over, how the process is working. They also give a collection of experiences of former runners – there are many scenarios.
There is a dedicated part in their website, where donors can pay directly, and the system handles communication. Though the site was built nowadays, it should be rebuilt again, as it does not link the donations directly with the ambassadors yet.
The preparatory talks with the ambassador is very much needed, it needs to handle many emotions also besides techniques:
there are different scenarios for fundraising of the members, but generally all of the ambassadors presumed more, what was received.
Most of the ambassadors are embittered when receiving likes on Facebook without donation.
Half of the members collected over what was pledged
those who made a bigger than average pledge, usually can collect it.
average pledge is between 150 – 300 EUR
8 members collected over 430 EUR
those members, who collected once, are usually do not raise funds more, as they do not want to ask their same circle. But they can involve further, new members.
Campaign goals and outcomes
Goal is to collect 12 000 EUR, which is the price of maintaining a room/year. This goal was not met yet, as they reached: 2014 5 600 EUR, 2015: 7 050 EUR, 2016: 2 360 EUR
Besides the amount the publicity raised was high and supported other donation programs of the foundation.
Objective towards each members for next year is to recruit new members.
Objective of the organisation – to recruit more people, and operate the circle in an effective way, to maintain a working mechanism, which does not require much human and financial resources.
The structure of the program is reshaped now, as number of runners increased, meanwhile amount raised decreased, as members of the circle who already raised, do not want to approach their social network again with the same purpose. Though they remain members of the community and take other pieces of work, e.g. recruiting and coaching new members.
Human resources are key: as the organisation has limited human capacity continously to the program, it was a good decision to involve core members of the community, and let them organize actions around the running festivals.
Good care of peers is inevitable: Ambassadors usually had negative feelings, when they realized, that their posts gained many Likes on Facebook , but much less donations.
Trends in the country about the topic
Peer to peer fundraising is a method of fundraising that leverages the supporters to fundraise on someone’s behalf. It’s also known as social fundraising, personal and/or team fundraising, or p2p fundraising. It is powerful, because it builds upon existing relationships, it multiples impact of limited resources and it grows awareness organically. The most common types of peer-to-peer fundraising are:
Campaigns run for a fixed period of time and have an overall fundraising or impact goal.
Personal event, e.g. a collection around birthday, or a challenge, e.g. climbing a mountain or running a marathon.
Activity: e.g. walkathons for which participants fundraise in order to participate.
#Don’t tell him
The “#Donttellhim” action was meant to be “the most secret crowdfunding in the world”. It was invented by Iza, who wanted to support her friend Michał - to raise money for the off-road car adapted for disabled persons. Michał is a photographer and traveler who suffers from muscular dystrophy which made him wcheelchair user. In 2012, together with Maciek Kamiński (also wcheelchair user) travelled around Europe and reached North Africa. In the period when the campaign was conducted they were making preparations for a six-month trip around South America. Michał spent all his savings and earned money to buy a 1996 Land Rover Defender car and he needed money to adapt it for his needs. The cost was about 50 000 PLN (about 12 000 euro).
Because of that Iza decided to surprise him, to show that the world is full of great people who believe enough in dreams of others and are willing to support them. She launched a campaign called #DontTellHim because for her it was the most important that he won't find out about this action as long as possible. She wanted to make surprise as big as possible and give him the feeling that this trip will definitely become true and that they will collect necessary financial resources for this purpose.
Peers and other people were encouraged to take pictures and to share them in social media to spread a word about this action.
Michał found out about the action on Tuesday, the fifth day of the campaign. They managed it to reach the financial goal.
#Paweł Chce Słyszeć
#Paweł Chce Słyszeć - a campaign organized by Paweł Klikowicz - young activist, who is a hearing-impaired person since he was 2-years-old. Paweł has been actively engaged in many social projects for many years, but suddenly, when his hearing aid broke down, he became the one who needs help. He decided to start a crowdfunding campaign and to ask his friends for a support.
It was a good idea, taking into consideration that Paweł is well-known in Polish third sector for his social activity – he coordinates Dawca.pl (https://www.dawca.pl/) – a social campaign aimed at the promotion of conscious blood and organ donations. Thanks to his creativity and engagement the campaign became huge, pan-Polish successful campaign, that engages more than 135,000 people.
His crowdfunding project was successful – he reached almost 170% of his financial goal in 48 hours. His campaign was shared online more than 600 times! Because he didn’t need the whole sum, he donated part of that to the organization that supports the hearing-impaired people.
What to do, if my organisation wants to start a peer-to-peer fundraising campaign?
First of all, try to set up a plan for your campaign: think about the goal (it needs to be clear), the message you want to send and the channels you want to use.
Then, set up your platform. You can create the online fundraising site yourself (e.g. on your organization’s website, using the online payment systems, or in social media), but you can also use one of the crowdfunding platforms. The site should provide supporters with all the necessary information about the campaign, as well as let them keep track of overall progress.
Finally, coach your fundraisers – teach them how to become your organization’s advocates, how to attract their peers and how to do their best to reach the common goal.
Written by: Jan Kroupa, Czech Fundraising Center
Title: Pio Squad for Calantika
Short Description: An educational project in Bangladesh cooperated with a hip-hip music group Pio Squd from the Czech Republic to involve hundreds of donors from the hip-hop community in an on-line giving campaign.
Financial Target: EUR 10,000
Amount Raised: EUR 15,000
No.1 Learning Outcome: There are „communities“ around us. Opinion makers in communities can open doors for us to approach community members in ways we could have not hoped for without the right ambassodor/s at our side.
Name: Adra Czech Repulibc
Focus / mission: Humanitarian and Development Aid
A hip hop musical group Pio Squad grew interested in the project. Step by step, they were encouraged to engage more deeply: from a single concert with a cash collection at the end, to a series of concerts… to a trip to Dhaka (capital of Bangladesh) where the slum educational center to benefit from the project is located, a video shoot on site and an on-line campaign using this video (entitled „Likes are of no use, we need more!“) to ask for a donation from fans. The success of this campaign inspired many others to follow by organizing events in support of this project.
Czech hip-hop and rap community; fans of the Pio Squad band
Campaign goals (financial and non-financial)
to test on-line giving tools for an educational humanitarian aid project
to raise awareness and draw attention to a unique educational project in Bangladesh
to get 150 new contacts into database
Campaign outcomes (financial and non-financial)
Total: EUR 15,000
Series of 10 concerts: EUR 5,000
On-line campaign with the musical video: EUR 8,000
8 events (concerts) inspired by the campaign: EUR 2,000
300,000 views on youtube (https://www.youtube.com/watch?time_continue=20&v=LEUpFEPK6dw)
300+ donors in the database
Milestones, turning points, key decisions
To engage step by step and allow the ambassadors to make the key decisions (even when you as a fundraiser know exactly what you´d like them to do), yet give them full service and technical support, when they make a decision (donation website, donation buttons, copywriting support etc.)
The first turning point was when they felt the success of cashbox collection after their first concert.
The main turning point was when they decided to go to Bangladesh to shoot the video.
Learnings and takeaways
Community Fundraising can be done and works when you have the right key to the community – i.e. you are supported by an established opinion-maker/leader from that community;
It is not credible to talk about ourselves and our achievements, we need others to speak about us and testify;
When the train is moving, other will join: people like to be part of success;
The best fundraising is when someone else does it for you;
When you enjoy it and you have fun, it comes accross and attracts others;
Trust is bulit step by step in small dozes.
More and more, we live in communities. The internet, flow of information and social media in particular contribute to that significantly. We create many social circles (bubbles) and we spend much of our time in and around them. As community members we have information access to other people and that means that we can ask them for support. We will be successful in doing that only if we are trusted in the community, if we are regarded to opinion-leaders/makers in that community, if we speak the language, if we share the values, if we can match the easthetics of the community – capture the wibe. Fundraising in communities is a powerful trend and on-line is the best suited tool for it. The real challenge is how to find and motivate the „super-members“/ opinion-leaders in a particular community to become ambassadors in our fundraising efforts. This example shows that it can be done and that we should look beyond the circles / communities that we know and can imagine. There are many others we never dreamt of!
The author of this material agrees to the publication of this material for non-commercial purposes.
Trends in the country about the topic
There are a few active fundraising platforms in Romania: Galantom (http://galantom.ro/), Bursa Binelui (https://www.bursabinelui.ro/BursaBinelui/), Implica-te (https://implica-te.org/despre-noi/), Sprijina (https://www.sprijina.ro/), Bursa de Fericire (https://www.bursadefericire.ro/), Salveaza o inima (https://salveazaoinima.ro/). There is no aggregated data available to show the trends and impact of fundraising platforms in general.
The largest peer-to-peer fundraising platform in Romania is Galantom (http://galantom.ro/). Launched in September 2013 it raised more than 1.350.000 Euros to date (June 2018) for 180 NGOs by almost 4.500 fundraisers.
Beside being a fundraising platform, Galantom is also an online community of generous people and a space to promote these people who support the causes they believe in through voluntary fundraising. Galantom is a nonprofit project initiated by an NGO, Asociatia Envision, thought to be sustained by donations from users and sponsorships from companies.
Title: Donate your birthday
Short description: instead of receiving gifts for their birthday, fundraisers ask their families, friends and colleagues to make a donation for a project of a charity chosen by them.
Campaign key visual:
Voluntary fundraisers are raising the money through events, campaigns and personal challenges. Each fundraiser has a profile page and fundraising pages linked to an NGO, to one of the NGOs project and to an event.
Financial Target: 100.000 EUR
Amount Raised: 137.569 EUR
No.1 Learning Outcome: The initiative has a considerable potential to grow due to its simple mechanism (basically anybody can use it to raise money for a charity, there is no need for a special talent, physical condition etc.)
Focus / mission: promote and grow peer-to-peer fundraising in Romania
Mechanism: instead of receiving gifts for their birthday, fundraisers ask their families, friends and colleagues to make a donation for a project of a charity chosen by them
Promoting the campaign on social media, newsletters to fundraisers and organizations (by Galantom and by NGOs), on TV (by Galantom)
Involving celebrities as ambassadors (by Galantom and by NGOs)
People who already support an NGO in Romania through volunteering or donations.
Campaign goals 2017 (financial and non-financial)
Minimum 100.000 Euros raised
Minimum 350 fundraisers involved
Minimum 100 projects of NGOs supported
Minimum 3.300 donations
Campaign outcomes 2017 (financial and non-financial)
137.569 EUR raised (+37,6% vs. objective)
505 fundraisers involved (+44% vs. objective)
158 projects of NGOs supported (+58% vs. objective)
4.794 donations made (+45% vs. objective)
Milestones, turning points, key decisions
One of the milestones was in 2016 when the first communication campaign was organized in order to promote Donate your birthday. The communication campaign was financed from a grant offered by Telekom. Communication channels included social media, TV, print, online, launch event. The amount raised increased by 256% versus previous year.
Trends in the country about the topic
Online Peer-to-Peer-Fundraising in Germany can be seen in three trends:
Peer-to-Peer-Offline-Fundraising (Face to Face) is increasingly connected with offline methods.
Friendraising becomes an important tool for raising funds for personal goals.
Activism-Fundraising is incorporating Peer-to-Peer-Fundraising-Methods.
Face-to-Face-Fundraising has changed a lot in recent years, due to increasing pressure by NGOs on Face-to-Face Fundraising to implement better standards. A Code of Conduct, which was developed by the leading agencies on Face-To-Face-Fundraising regulates bevavior, legitimation, employment status and success fees of Face-To-Face-Fundraisers.
This increased transparency is supported by digital tools for Face-To-Face-Fundraiser. The Austrian company Formunauts.at has developed an APP called DoNUT which works on iOS and Android-Systems. The app provides a digital donor procedure - donors can enter their contact data and verify bank payments via an App. The app can be whitelabelled according to the needs of the NGOs using the app.
After a donor signs up via the App on a Tablet held by the face-to-face-fundraiser, a follow-up email is sent to the donor to get obtain the confirmation of the donor.
Friendraising is another form of Peer-to-Peer-Online Fundraising. Friendraising describes the process of collecting donations for personal uses, for instance for health related expenses. The American Platform GoFundMe is the leading platform worldwide. In Germany, the Platform Caremaker is operating. Caremaker is originally based in Denmark and has branches across Northern Europe.
In terms of volume, Friendraising is surpassing reward-based Crowdfunding globally. Therefore it is not surprising that it is also incorporated in classic donation-based Crowdfunding. Betterplace, which is one of the biggest donation-based Crowdfunding platforms in Germany, has introduced the mechanism of Personal Fundraisers on behalf of NGOs. Any individual can create a personal fundraising page on Betterplace and collect funds on behalf of a designated NGO.
Activism Fundraising is also found on platforms like Betterplace. During the debate about refugees in Europe in 2015 and 2016, several prominent bloggers and social media influences created a website called #bloggerfuerfluechtlinge (#bloggerforrefugees). On Betterplace, they created a website which allowed donors to chose NGOs which support refugees. The campaign raised more than 130.000 Euros.
Trends in the country about the topic
Peer-to-peer online fundraising is in its early phase in Hungary. Most of the people have rarely meet it, and only limited organisations use it in an organised way.
Though there is a few organisation, which devote this format human and financial efforts, and also online facility.
Organisations, of which P2P online campaigns are the most visible:
Bátor Tábor Foundation (member of SeriousFun Children’s Network) - professional management, communication, web-presence, event-circle, volunteer-management.
Hungarian Hospice Foundation – well-established community of ambassadors, created a system which is easy to operate
Swimathon – a community foundation in a district of Budapest brings together organisations in the district to raise funds together in a swimming contest event called Swimathon.
General online system, used by organisations, which do not create a facility on their own websites: For good causes - www.jougyekert.hu
In the last three years altogether, there was more than 113 000 EUR traffic on the site.
Is there a platform, where it can be tried without technical development?
www.jougyekert.hu is providing a platform, where P2P campaigns can run for a small fee.
Learnings and takeaways
Communication efforts to promote "Donate your birthday" need to be undertaken both by the platform and the NGOs.
In order the campaign to make an impact NGOs must promote it among their current supporters and engage public personalities to donate their birthdays and to become ambassadors
The initiative has a considerable potential to grow due to its simple mechanism (basically anybody can use it to raise money for charities, there is no need for a special talent, physical condition etc.). The effort for communication and promotion should be undertaken both by the platform and by NGOs.
Q: What kind of effort it involves for an NGO to raise money through peer to peer fundraising and through "Donate your birthday"?
A: It involves especially human resources: fundraisers will need assistance from the NGO in terms of information on the cause, fundraising tools etc., NGOs need to invest time to communicate with fundraisers, to encourage and support them.
Q: Which communication channels are the most efficient to promote "Donate your birthday"?
A: Social media is key both for the NGO to recruit fundraisers and for the fundraiser to ask for donations.
Q: Why is peer-to-peer fundraising important for NGOs?
A: Peer-to-peer fundraising can be very efficient as it transforms supporters of the cause into fundraisers. This means also a new level of involvement of the supporter within the donor journey.