Nothing But Nets: UN Foundation's Shannon Raybold / from Forum One Web Executive Seminar
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The document highlights the successful fundraising campaign 'Nothing But Nets,' which has raised $14 million since 2005 to combat malaria by providing bed nets. It emphasizes the importance of simplicity in messaging, partnership, and leveraging existing resources to inspire donations and engagement. Key strategies include using digital media effectively, empowering supporters, and recognizing the impact of smaller donors alongside major contributions.
Nothing But Nets: UN Foundation's Shannon Raybold / from Forum One Web Executive Seminar
- 1. Malaria Kills. Send a Net. Save a Life. Shannon Raybold United Nations Foundation Forum One Web Executive Seminar: “Global Health & the Internet” November 13, 2007
- 2. unexpected success story $14 million since 4/2005 (that’s 1.4 million nets!) 51% raised online*
- 3. Simplicity Organizational buy-in Partnership Untapped resources Email Empowering membership
- 5. $10 to send a net, save a life. Short and sweet Immediately understandable Low $ ask (initially) Anyone can do it - it’s as much as say, your lunch But the result is a $63 average donation
- 6. illustrate the cause Every 30 seconds a child dies of malaria in Africa Overwhelming, right? Go beyond text: simplify and entertain Videos (keep it short) Podcasts (can be longer than intro videos, but still short) Animated .gif
- 7. organizational buy-in This may be the hardest part of your job online organizing/fundraising is new and widely misunderstood YOU must educate the organization and fight for sufficient funding (it’s cheaper than field organizing, but certainly not free!) often you have start small, prove that it works the proof is in the statistics success begets success - insist on more resources
- 8. integrate communications strategies the website CANNOT be an afterthought a brochure in HTML just doesn’t cut it these days Get in at the planning stages - Internet outreach can complement and dramatically enhance traditional communications - and you need to plan from the start
- 9. partnership when possible, don’t go it alone others will follow
- 10. leveraging what you have Partners Spokespeople Volunteers Major donors The Bill & Melinda Gates Foundation awarded NBN a $3.2 million matching grant This email announcement not only got our highest open rate ever, but also brought in over 350% more than any other ask You don’t need a matching grant to double a donation Ask a major donor to allow his/her donation to be leveraged for more
- 11. untapped resources building a list is not easy try making the most of your time by tapping into existing groups Your existing list Diaspora communities Clubs Small businesses (% of sales) Lesser-known celebrities
- 12. lesser-known celebrities you don’t NEED Bono or Brad to be successful
- 13. Other people have followings too! Rick Reilly Columnist, Sports Illustrated I may never have heard of him before… But others certainly have - and read his columns religiously He had never asked his readers for anything until Nothing But Nets His first article about malaria brought in $1.2 million His second, follow up article recounting his trip to Nigeria to see the bed nets in action - over $2 million
- 14. Give them something to do besides donate You can: Ask for help Tell a friend Sign a petition Write a letter to the editor Write to the government Take a survey Take a quiz Tell their story
- 15. report back the million dollar email
- 16. Video Report from Chad
- 17. empowering membership give them the tools they need to support the cause Downloadable Toolkits (grassroots, faith , corporate) Podcasts Sign up sheets Banners Posters Videos
- 18. user generated content People love to talk about themselves: let them Their creativity will inspire others
- 19. peer-to-peer fundraising Netraisers Our group fundraising software gives our ‘Netraisers’ the tools they need to easily engage their friends, family and co-workers The average Netraiser donation is $84 - over $20 dollars more the one-time donors $700,000
- 21. next steps further clarify the process (in testing) exclusive Netraiser contests/promotions work with the NBA, UMC, MLS to bring Nothing But Nets to their networks Move supporters toward Netraising!
- 22. Send a Net. Save a Life.