The Chinese are not known for it, Americans tend to splurge on it at year-end, and India has taken to it but is reticent about it. We’re talking about philanthropy, of course! Every nation has its own philanthropic identity. While Indians do give to charity, cultural norms have dictated that it be private and unknown to others. Norms like “the left hand should not know what the right is doing” dictated silence on sharing details with others.
The philanthropic sector in India is in the midst of a slow and inexorable churn. There’s been a shift towards discussing philanthropic activities in public, which is a trend we’re very happy about. We give you a bird’s eye view of the changes in the space, with our predictions for 2015!
- Personality and philanthropy come together: The #ALS Ice Bucket Challenge is the best embodiment of individuals supporting charities through social media in addition to money. Crowdfunding for charities and payroll giving programmes are on the rise in India. Bill Gates’ Giving Pledge has found traction in India, and there’s a lot of soul searching on how to align personal values with charitable ones. Engaging with philanthropy has become more fun and more personalized, and could soon become a necessary expression of one’s identity.
We predict: Whether it’s the local Rice Bucket Challenge, running marathons for charity or Daan Utsav, giving back will become a bigger (and more enjoyable) part of our lives. With the CSR Bill coming into effect from this year, more companies will look for causes they can identify with and support.
- Getting social: Media coverage through shows like Satyamev Jayate have played their part in institutionalizing discussions on showcasing social issues and encouraging people to engage with them. Social media platforms have made it easy for individuals to advocate about causes they care about and share information with their friend networks. In a nation known for sweeping issues under the carpet, these networks made it possible to openly discuss sensitive topics like child sexual abuse and suicide, publicly.
We predict: You can’t put this genie back in the bottle! Now that people are more aware of the issues around them, it should definitely increase sensitivity and motivate people to react to injustice.
- Crossover leadership: Another trend we’re big supporters of! Several leaders from corporate India are rolling up their sleeves and putting considerable weight behind non-profit organisations. We’re not talking about CSR spends, which are mandatory, but voluntary commitments of time, money and expertise. Amit Chandra has not only committed 75% of his income to charity but also mentors organisations and is a member of several NGO Boards. Rohini Nilekani has been involved with building two large nonprofits – Pratham Books and Arghyam over the last fifteen years. Azim Premji’s Foundation now impacts thousands of lives, and has settled itself for the long run.
We predict: Planned philanthropy will rise. Several of India’s richest have established their own mission-driven foundations. Others choose a sector they want to see impact in, and work towards set goals. Charity is about more than writing cheques out at times of disaster. When leaders of industry apply their considerable acumen to solving social issues, change is sure to follow.
Continue reading The biggest philanthropy trends of the year!
Everyone loves the sweet smell of higher recognition. Marketing and fundraising activities are recommended strategies to achieve this goal. But not every NGO has a clear idea of how much bang you can get for your buck. How much money could you earn from a well-designed website? Here’s some data that could help you calculate how much time and money to invest on the web.
US-based group M+R has released their 2014 Benchmark Report that analyses NGOs’ marketing activities. An exhaustive study of over 2 billion emails, 5.6 million donations and 7.5 million actions online by U.S. based NGOs shows how much effort it takes to convert users into donors and keep them coming back. We’ve presented key factors that may be of interest to NGOs. Don’t let the data paralyse you! Use this report as a benchmark to measure expectations for your own campaigns. The NGOs they surveyed have a much larger reach than most Indian NGOs, so do keep that factor in mind as well.
- Website traffic: Website traffic for NGOs increased overall by 16% from 2012, as did social media reach. Medium-sized NGOs reported the highest increase in traffic
Remember: Make sure to have a responsive website. People accessing your website are not necessarily going to be sitting at home in front of a computer. Make sure your site and newsletter are easily viewable on a smartphone or tablet.
- Online Giving: Online giving had increased, with nearly all sectors they viewed reporting an increase in online revenue between 2012 and 2013. Small NGOs saw a drop of 3% in their online revenue, so if you’re a small NGO make sure that’s not you!
Remember: A donation page is a great way to accomplish fundraising goals for your organization. The page gives donors the satisfaction of having supported your NGO. Donation pages in the sectors they surveyed had more than 12% conversion rates. Look to have a payment gateway on your website, and direct traffic from your newsletters/emailers and social media campaigns towards it whenever relevant.
Digital measurement tools are not exclusive to for-profit marketing managers! With online fundraising on the rise, a sharply designed website is a great tool to showcase work and encourage donations. However, NGOs often adapt web strategies in a haphazard manner, and find it difficult to measure the outcome of their online work.
While there is a whole world of paid media and services, we’ll focus on two free tools that NGOs can use to analyse their online reach and performance – Google Analytics and Page Insights on Facebook (covered in the next piece).
Google has provided a free, easy-to-use analytics service that helps measure how users are interacting with your website. Google analytics provides tools to see if more people are visiting the website, trying to donate or discovering your organisation online. While there is a paid version, NGOs can benefit with the free version which provides sufficiently deep insights. Caveat: Procuring an analytics id provides Google with access to your website performance data. If this is an issue, a private service provider could be considered.
Here are five simple steps to get a better understanding of your website performance:
- Ensure that your site has a Google Analytics ID: The ID is a unique 8-digit number generated by Google on which data for your website is stored. Getting and placing an ID on all your web pages requires some amount of technical expertise. If you’re not comfortable trying it out yourself, ask someone with a tech background to do it for you.
- Block your own IP addresses from Analytics: Once set up, Google Analytics will record each visitor to your website and add the numbers up for you. Make sure you block your own IP (internet protocol) address as it will count the number of times you visit your own website, skewing your numbers. If there is a shared connection in office, you could block that as well.
- Measure, measure, measure: Now that your data is clear, you can start overviewing it. How many visitors do you have a day, where are they from and what pages are they viewing most? Do a lot of people click on the donate button but not complete a transaction? Your analytics numbers give you a tentative idea about what interests people most and is a cue for the kind of content you should promote through your newsletters and other social media channels.
- URL Builder: The URL builder feature allows you to mark website links that you send other people. This feature allows you track how many people have clicked on links in your email signature, donation emails and more. Using the URL builder is an indirect way of measuring donor interest.
- Align your content with your website: Once you’ve set up Analytics and learnt how to tag your links, you can mark content from your social media channels, blog or newsletter when it is redirected to your website. Google Analytics will measure this as well.
Remember: Tag all your content with utm links so that you can track what kind of content is most likely to get people back to your site.
NGOs are always pressed for time and find content creation and distribution daunting tasks. How do you manage to put out entertaining and informative content month after month? Information dissemination need not be a black hole which sucks up all your time. A well-planned editorial calendar helps! We share some tips:
- Define your goals: What is the objective of the communication? Getting donors to connect with your NGO is an ambiguous plan. Do you want donors to donate after reading one of your articles or posts – lead them there! Pre-empt a donor’s needs by using your content to communicate impact visually, numerically or in words. This is a great way to provide donors with a sense of satisfaction about their contribution to the NGO. A newsletter or a Facebook page are effective ways to keep media contacts updated about your work.
Remember: Match your content creation goals with your fundraising or donor communication ones. It creates a sense of continuity.
- Define your channels: The number of social media and outreach channels available can be overwhelming. Don’t let it get you down! We’ve found that our own website is the most useful channel followed by an in-house newsletter and Facebook posts. Choose channels that are familiar to your donors and regularly measure readership/click metrics.
- Schedule your annual calendar: This can be in the form of a rough sketch. Choose a time of the year that is a slack period for you, rather than being bound by the calendar year. Brainstorm about a plan for the next 12 months. Don’t despair at the thought of generating vast amounts of content. A newsletter could be monthly or bi-monthly. You can schedule a newsletter summarizing the contents of your annual report, killing two birds with one stone.
Remember: It’s better to put out quality content on one or two channels than to put out generic content on many.
- Plan your content: If you’re an NGO running a school, you can schedule a lot of content around the beginning of the school year. Encourage students to share their work or manage parts of the newsletter. Facebook pages like Humans of New York that tell the stories of ordinary people are extraordinarily successful on social media. Plan a series on your beneficiaries, human or otherwise! Remember to create content that goes out during the festive seasons, New Year’s, tax-planning season.
Remember: All content does not have to be proprietary. Do share others’ relevant content (with due credit of course!). Positive, upbeat messaging works well, do thank donors for their support.
Having a preplanned calendar will help you slot time needed to spend on content dissemination each month. Clearly defined goals help in creating content that is relevant and interesting to readers. Keep your readers coming back for more!