Overview of Gvahim:
Gvahim has been in existence for over 10 years and has helped thousands of olim find a job and establish their career. Although Gvahim has a very strong amount of "social capital" (in the form of +3k alumni who have been significantly helped by the program), Gvahim currently has not launched any large online fundraising campaigns. Importantly, because their alumni have received financial empowerment through Gvahim, the likelihood of their alumni feeling the need to "pay it forward" by donating and/or volunteering for a call center.
Fundraising Profile: "Strong - Community-based"
We have determined your fundraising profile based-off hundreds of campaigns and tens of thousands of donations. During our conversation and through online research and nonprofit database tools, we collected key information to understand what fundraising activities are best suited for Gvahim. Since CauseMatch works closely with our clients on the campaign planning, production and execution as well as providing the actual fundraising platform, our technology is uniquely equipped to analyze Gvahim and design a fundraising roadmap that takes advantage of your needs and resources.
You directly serve the community from which you largely fundraise, or the community from which you largely fundraise deeply identifies with your program beneficiaries. This means you reach most of your supporters through your actual programming, often through in-person experiences.
You have a strong presence and have established significant trust and appreciation within your community. You also have a deep and diverse enough donor portfolio to be able to effectively leverage the campaign to rally your mid- to upper-tier donors to step up and give. The primary drive of your fundraising should focus on leveraging the “social capital” that you have created amongst the individuals within your direct network. Doing campaigns focusing on email blasts, banner ads, social media advertising will not play to your strengths. Focus on leveraging people directly connected with your organization and doing community-driven fundraisers.
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Key Focus Areas and Opportunities:
I. Matching Funds + Crowdfunding Campaign:
Since you have so many program alumni, it would be advantageous to launch a peer-to-peer fundraising campaign that mobilizes that community.
This can be done in a number of ways:
Option #1: Matching Funds/Crowdfunding Campaign in the framework of a 24-hour giving event (Mayanot World Center example).
A 24-hour campaign brings together tens or hundreds of volunteers in a shared space to make calls to prospective donors as one big group. Volunteers will have shifts of 2 - 4 hours throughout the fundraising campaign. You can have multiple call centers across the country and in other regions.
Launching a 24-hour campaign (or 48 hour campaign) has one main power: to mobilize your volunteer network to actually show up and give their time. The reason a 24-hour event has this ability is because it is a novel and exciting event, which people more easily want to be a part of. Secondly, it is easier for people to conceptualize in their mind that they can give one day out of the whole year to your organization. Lastly, if you do a good job ramping-up the excitement around the event (e.g. decorate your building, post photos of your campaign committee in “team t-shirts;” make community announcements), then you will be much more likely to mobilize your volunteer corps.
The value-add of securing volunteers for your fundraiser is tremendous:
They are better at fundraising from smaller donors than nonprofit staff because they are part-and-parcel of the community. This means people will feel more intuitively inclined to give knowing that their own peer is asking for funds.
You probably have more phone numbers than you have staff hours to make those calls. Having an army of volunteers means that you can reach people you otherwise would not have time to reach.
Part of the request from volunteers is that they reach out to their own friends, family, and colleagues. You can get many new donors by doing this.
The main concern to analyze when considering a 24-hour campaign is whether you have the human resources to invest in making it happen. Given that you are coordinating tens or hundreds of people to all show-up within a time window of time, investing the energy in coordinating these logistics and volunteers is important to consider.
Option #2: 30-day peer-to-peer campaign encouraging people to set-up their own private micro-individual pages (Birthright example).
In contrast to a 24-hour campaign, a 30-day campaign affords you the space to take a more “slow and steady” approach. You can still collect volunteers for a physical launch party and/or encourage people to sign-up for their own micro-fundraising page as part of a virtual team of fundraisers. You will get less value per volunteer but this is still a well worthwhile approach.
It would be valuable to combine either approach with a Social Media contest.
Our strong recommendation is to do 24-hr giving event given the huge untapped potential of your alumni network.
II. Targeted Messaging Campaign:
Another strategy that you can employ is to create multiple iterations of the same campaign with different messaging for each iteration. Each iteration has its own unique URL and landing pages, but all donations from each iteration cross–propagate to the other iterations. This can allow you to target different audiences with specific campaign pages. Here is an example:
From these examples you can see how it is possible to hyper-target different segments of your audience by having separate campaign pages but have all donations from each iteration reflected consistently across all pages.
III. International Friendly Donations + High-converting Donate Page:
Your current donate page requires TWO clicks just to arrive to zone where a donor can enter the amount that s/he wants to contribute. Secondly, you do not have any option to donate in Canadian Dollars, British Pounds, Euro, or other currencies. Beyond this, the donate page is NOT optimized for giving. It has many calls-to-action, large amounts of unnecessary text, and a large variety of fields that will confuse the donor.
Using CauseMatch's donate page, you can have only one click for allowing the donor to make a donation and a page that is optimized to convert donors.
Example Donate Page that Integrates with PEF, UK Toremet, Neeman Foundation, or any other "Friends Of" or fiscal sponsor:
IV. Summary of Recommendation:
Given that Gvahim is well-positioned to do a significant amount of digital fundraising and has a clear need for an upgraded donate page, we think that a Premium Membership will be the most affordable and best fit. From your 24-hour crowdfunding campaign, it will already save you money over the Pay-As-You-Go model in terms of saved platform fees. Secondly, the Premium Membership (not Pro) comes with a FREE donate page — no fees whatsoever.
Alternatively, since your online fundraising is so nascent, you could start with the Pay-As-You-Go pricing and then make a decision about membership after your campaign.
Authentic and Visionary
For this fundraiser — your supporters have the chance to participate in something truly historical, meaningful and empowering.
Donor is the hero
Tell your donors how each dollar they contribute will make a BIG difference in the world. Talk about the donor's impact, not your organization's.
Tell the donors how their will inspire others and help the whole community reach the goal TOGETHER!