Upload
dr-bj-bischoff
View
33
Download
0
Embed Size (px)
Citation preview
Before we begin, please select (from the list provided) a Baltimore nonprofit with a mission that resonates with you. Then, sit with other participants who have also selected that nonprofit.
Strategies for Winning Crowd-Sourced Corporate & Foundation Grant Funding
Presenters: Dr. B.J. Bischoff and Nathan Hand
Technical Support/Coaching: The AFPeeps
3
Crowd-Sourced Grant-making is Gaining Popularity
4
It may seem a lot like the fundraising profession’s version of…
• During this workshop, you will…
– Identify a variety of crowd-sourced funding opportunities
– Determine if these funding sources are right for the nonprofit organizations or corporations you serve
– Develop a social media/outreach plan to obtain public support for a grant to a Baltimore nonprofit
– Actually launch a campaign to get votes for a Baltimore nonprofit to win a real $1,000 grant
Learning Objectives
6
• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project… – B'More Clubhouse—Adults with mental illness
http://bmoreclubhouse.org/
– Equality Maryland—LGBT equal protection
http://equalitymaryland.org/
– Friends of Patterson Park—Promote and protect park
http://equalitymaryland.org/
Nonprofit Grant Beneficiaries
7
• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project… – Great Blacks in Wax Museum—African American
culture: http://www.greatblacksinwax.org/
– Holistic Life Foundation—Promotes wellness in underserved communities http://www.greatblacksinwax.org/
– One More One Less—Mentoring for inner city boys and young men: http://www.omolmentoring.org/
Nonprofit Grant Beneficiaries
8
• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project…
– IMAGE—Independent living for people with disabilities: http://www.imagemd.org/
– NAMI Metropolitan Baltimore—Awareness & advocacy for those with mental illness:
http://www2.nami.org/MSTemplate.cfm?MicrositeID=82
Nonprofit Grant Beneficiaries
9
• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project…
– Out For Justice—Reform for policies impacting ex-offenders http://www.out4justice.org/index.html
– Rebuilding Together Baltimore—Home repairs for low-income homeowners http://rtbaltimore.org/
– Wide Angle Youth Media—Youth media education: http://wideanglemedia.org/
Nonprofit Grant Beneficiaries
10
• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project…
– Baltimore Green Space—Preserve and support open spaces: http://baltimoregreenspace.org/
– Jubilee Arts—Community arts programming focusing on African American culture (faith-based affiliation/community development-oriented): http://www.jubileeartsbaltimore.org/
Nonprofit Grant Beneficiaries
11
• Special thanks to the Baltimore nonprofits that have agreed to participate in today’s real-time, crowd-sourced grant project… – Children’s Playhouse—Performing opportunities for
children aged 6-18: http://www.cpmarts.org/
– Baltimore Community ToolBank—Provides tools (rakes, shovels, etc.) to community groups: http://www.baltimore.toolbank.org/
– Clay Pots…A Place to Grow—Training & support for permanent & transient residents: http://www.claypotsbaltimore.com/
Nonprofit Grant Beneficiaries
12
Introduce yourself to fellow participants: Discuss your thoughts about crowd-sourced grants & your
experience, if you’ve ever tried it
13
• 2010 most publicized early adopter was the Pepsi Refresh Project—cause marketing
• $1.3 million awarded
• No grant writing skill required--
– First 1,000 applicants each month considered
– 32 selected monthly for grants of $5K, $25, $50K, and $250k
– Health, Arts & Culture, Food & Shelter, the Planet, Neighborhoods, Education
Crowd-Sourced Grants History
15
• Pepsi Refresh Project fizzled out in 2012
– Too many nonprofits applying to vet all
– Too much pressure on nonprofits to get supporters to vote
– Didn’t drive sales—no direct product tie-in
– Was hard to articulate the program’s true purpose/cause
– Pepsi fell in market share to third, behind Coke and Diet Coke
Crowd-Sourced Grants History
16
• Google Bay Area Impact Awards
– Best nonprofit ideas for a better Bay Area
– $5 million awarded in 2014
• 4 grants of $500,000
• 6 grants of $250,000
• 15 grants of $100,000
– 200,000 votes cast in 10 days
– Also have programs in India, U.K., and Brazil
https://impactchallenge.withgoogle.com/bayarea2014
Crowd-Sourced Grant Possibilities
18
• Google Bay Area Impact Awards
• Selection criteria:
1. Community Impact. How will the project improve the lives of local residents? How many people will be affected if successful?
2. Innovation. Does the project tackle the issue it seeks to address in a new and creative way?
Crowd-Sourced Grant Possibilities
19
• Google Bay Area Impact Awards
• Selection criteria:
3. Scalability. If successful, how easily can the project scale? Can it serve as a model for other communities?
4. Feasibility. Does the team have a well-developed, realistic plan to execute on the proposal? Have they identified partners for implementation?
Crowd-Sourced Grant Possibilities
20
• The North Face Explore Fund
– Connects people to the outdoors
– 400 applicants
– $250,000 awarded in 2014:
• 5 grants of $25,000
• 5 grants of $10,000
• 15 grants of $5,000
http://www.explorefund.org/
Crowd-Sourced Grant Possibilities
21
• Lincoln Financial Group: Lincoln Legacy Awards
– Nonprofits whose principles and programs advance Abraham Lincoln’s legacy of freedom and opportunity through education
– Open to nonprofits with $750,000+ annual expenses
– One vote per person
– One $50,000 award
http://www.lincolnslegacyaward.com/
Crowd-Sourced Grant Possibilities
22
• Toyota 100 Cars for Good
– Each day during 50 days, online voters chose 2 out of 5 nonprofit organizations to take home a new set of wheels. At the end of the day, the two organizations with the most votes took home a brand-new Toyota.
– Thousands of applicants and 250 finalists
https://www.carsforgood.com/app_live/about.php
Crowd-Sourced Grant Possibilities
23
• Toyota 100 Cars for Good
Toyota believes that motor vehicles and the mobility they provide contribute to the betterment of society…
We did see an uptick for the Toyota brand in the context of online discussion about the 100 Cars for Good program.
Michael Kroll, Community Relations
Manager, Toyota Sales USA
Crowd-Sourced Grant Possibilities
24
• Tom’s of Maine 50 States for Good
– Nonprofit in your area that’s making a difference for people and the planet
– One $10,000 award for a nonprofit in each of 50 states plus D.C. ($510,000)
http://www.tomsofmaine.com/community#50-states-for-good
Crowd-Sourced Grant Possibilities
25
• DSW: http://www.shoeloverscare.com/
– One $75,000 award
• CNN Heroes:
– $25,000 for 10 finalists; $100,000 for winner http://www.cnn.com/2012/01/05/living/cnnheroes-how-to-nominate/
• State Farm Neighborhood Assist
– 40 grants @ $25,000 each; 3,000 submissions
https://apps.facebook.com/sf_neighbor_assist/
Crowd-Sourced Grant Possibilities
26
• Better World Books: LEAP for Nonprofits
– Funding for nonprofits and libraries
http://www.betterworldbooks.com/go/leap
• Florence Bank: $100,000 to a nonprofit near Florence, Massachusetts
https://www.florencebank.com/vote
Crowd-Sourced Grant Possibilities
27
• B.J.: I’d like to gain an understanding of what nonprofits can do to be successful in garnering public support to be competitive enough to apply…
• Google: Nonprofits do not have to be media savvy in order to win the public vote…they need to have a message, story, and impact that resonates with the community.
Are Crowd-Sourced Grants Right for You?
29
• Nathan: What advice would you give to large or small brands/businesses about engaging in cause marketing?
• Toyota: First, do it for the right reason. Focus on the giving first and the rest will take care of itself. Second, do it in a way that’s a natural fit for your brand. By offering what you do best, whether it be your products or your expertise, your contribution can be a game changer with lasting benefits for a nonprofit.
Are Crowd-Sourced Grants Right for You?
30
• Case Study:
Tom’s of Maine--50 States for Good
• Interview with Lisa M. Dietlin, Lisa M. Dietlin and Associates, Chicago, Tom’s of Maine judge for 3 years
• Interview with Susan Dewhirst, Tom’s of Maine Goodness Programs Manager, Has managed the grants program since it launched in 2009
Tom’s of Maine--50 States for Good
32
• Tom’s of Maine--50 States for Good
• Purpose is to engage consumers and give back
• Focus on potentially reaching people who don’t know our brand to find out more about us
• Grants awarded to nonprofits that share Tom’s values toward health and animals
• We want to recognize grassroots nonprofits
Tom’s of Maine--50 States for Good
34
• Tom’s of Maine--50 States for Good
– 2009: $20,000 to each of 5 winners
• Received 2,000 applications
• Finalists received 280,000 votes
– 2010: Same $100,000 awards as 2009
– 2011-12: 5 $20,000 winners + 1 winner of $50,000
– 2013: 15 winners of $10,000 each
– 2014: 800 nominations; judges reviewed 102 and selected 51—eliminated public voting to focus on encouraging people to nominate nonprofits
Tom’s of Maine--50 States for Good
35
• Provide a Tool Kit for finalists to help them with the outreach needed to get enough votes to win
• Provide a Tool Kit for winners to help them publicize their win…and increase Tom’s of Maine brand awareness
• Both Tool Kits have been provided as handouts for you from Tom’s of Maine
Tom’s of Maine--50 States for Good
36
• Social media best practices
– Ask for help
– Plan ahead—post at varied times
– Create short, simple posts
– Hashtag your social media posts
Getting the Votes Needed to Win
38
• Use compelling and varied content to pique your followers’ interest
– Ask questions and seek advice and opinions
– Show your personality and passion through photo and video content
– Motivate voters by describing the impact your project could have on the community
– Champion your organization and let people know what makes it so special
Getting the Votes Needed to Win
39
• Facebook Posts
– Provide the link to the actual voting poll with an encouragement to vote
– Upload a new cover photo that highlights where and how to vote
– Establish one main post including all voting details and pin on top of your profile page
– Create a Facebook event
– Post and share a new photo album
Getting the Votes Needed to Win
40
– Provide the link to the actual voting poll with an encouragement to vote
– Host a Twitter chat
– Tag volunteers, colleagues, and community influencers
– @Reply influential community members
Getting the Votes Needed to Win
41
Creative outreach ideas--
• Add the link to the voting site to your email signature block
• Develop content for your website
• Ask for votes through your e-newsletter
• Make a campaign video
• Create a vision board on Pinterest
• Research popular hashtags
• Post on Instagram
Getting the Votes Needed to Win
42
Creative outreach ideas--
• Post on LinkedIn
• Send out an email blast to friends, colleagues, and volunteers
Others suggestions from participants?
Getting the Votes Needed to Win
43
Develop an outreach plan to get the votes your Baltimore nonprofit
organization needs to receive $1,000
44
• Select a Team Leader—Give that person’s name and email address to B.J. and Nathan
• Work in your small group to plan your outreach strategy for your Baltimore nonprofit
• Use the one-page handout provided by your nonprofit to capture the organization’s mission, programs, and voice
Develop an Outreach Plan to Get Votes for Your Baltimore Nonprofit
45
• Rely on the nonprofit’s representative here today for more information about your selected nonprofit or reach out to the designated representative via email or phone/text
• Receive coaching from your assigned AFPeep volunteer
Develop an Outreach Plan to Get Votes for Your Baltimore Nonprofit
46
• Plan the distribution channels you will use (Facebook, email, Twitter, LinkedIn, Instagram, Inclusion in email signature block, website posts, AFP Conference app, etc.)
• Identify URLs, email addresses, etc. for each message so you’re ready to launch
• Craft the actual message/post you will use for each distribution channel
• Debrief: Present 3 outreach strategies
Develop an Outreach Plan to Get Votes for Your Baltimore Nonprofit
47
• Voting Website:
https://www.surveymonkey.com/s/AFPCrowdfunding
Voting Website for the $1,000 Grant
48
Launch your outreach plan to get the votes your Baltimore nonprofit
organization needs to receive $1,000
49
• All team members begin implementing their outreach assignments
• You have 24 hours to garner votes for your nonprofit
• Any questions? Contact… [email protected]/317-847-3022
[email protected]/317-840-0730
Twitter: @nathan_hand
Implement Your Outreach Plan to Help Your Baltimore Nonprofit Win the $1,000 Grant
50