The complete guide to Doing Good Australia 2014

doing good australia

campaign
booklet
1
about
Nobody can do everything, but
everyone can do something
- Helen Keller
behind the
campaign
about
Established in 1968, our purpose is tomake the world a better place by
advancing professional fundraising throughpromotion of standards,
professional development pathways and measurable credentials so that
our members achieve best practice.
The FIA has developed the Principles & Standards of Fundraising Practice
as the professional fundraisers guide to ethical, accountable and
transparent fundraising. The Principles & Standards are vital to how the
fundraising profession is viewed by donors, government, community and
by fundraisers, FIA keeps you in touch with your colleagues, provides
monthly professional development opportunities, mentoring for new
members, advisory services, news, job opportunities and other general
information.
We investigate trends and issues of significance to your sector and act on
membersbehalf to consult with industry and government in setting
standards for fundraising practice.
The FIA is more than just the
leading national body
representing professional
fundraising in Australia. We are
a network of altruistic
organisations, professionals who
genuinely want to make a
difference to the world by
encouraging philanthropy
our target
audience
about
This campaign aims to appeal to a very broad base of Australians
regardless of socio-economic status, race, religion, colour or creed. Our
audience will be made up of people who deeply care about a cause
either because they have personally been touched or because they share
common values.
Fundraisers & Fundraising Organisations - FIA members, non-FIA
members, career & casual fundraisers.
Influencers - Well-known identities, key philanthropists, including
celebrities, media personalities, corporate heads and civic leaders.
Media/PR - Identify and maintain relationships with a broad cross section
of traditional & new media titles.
Community - Integral to the campaigns success, the general public will not
only assist us to create longevity for the campaign but are fundamental for
us to achieve our goal of increased donations.
the current
landscape
about
Our sector is experiencing a cultural renaissance in consumer attitudes to
giving.

For the first time since the 2009 Global Financial Crisis, the 2013 World
Giving Index has recorded a return to growth for charitable giving Helping
a stranger is the key to the rise in giving to Not for Profit

The most substantial growth is in the number of people helping strangers.
Global youth are driving the rise in volunteering. Levels of giving remain
below those recorded five years ago.
According to the World Giving Index 2013 Australia is ranked 7th in the
world, behind countries such as United States, Canada, New Zealand, UK
and Ireland
Our performance globally is let down by our ability to Help a Stranger
(ranked 13th) and volunteering where we currently hold the 18th spot.
Our strongest asset is that we do donate globally ranked 8th for
charitable donations(ranked 13th) and volunteering where we currently
hold the 18th spot
crowd-funding
about
Crowdfunding is a way of raising finance by asking a large number of
people each for a small amount of money. Until recently, financing a
business, project or venture involved asking a few people for large sums of
money.
Crowdfunding switches this idea around, using the internet to talk to
thousands if not millions of potential funders.
2
the campaign
We make a living by what we get, but we
make a life by what we give.
- winston churchill
doing good
australia
the campai gn
Australians have always been good at donating to charitable causes but
over the years, while the pressure on funds and services for NFP
organisations has grown, contributions from the public have remained flat.
Our aim is to increase charitable donations to a wide variety of NFP
organisations approved by the FIA and help fund the important work they
are doing.
Doing Good is a national consumer campaign by the Fundraising Institute
Australia (FIA) as the key organisation that promotes and protects
professional fundraising; and promotes the joy of giving
Through this initiative we seek to increase giving by Australians of any
socio-economic status, background, race or creed to causes they are
passionate and care about.
We are looking to do this using online, in particular social media, as the key
vehicle where Australians can share their personal stories of what it means
to give to a charity of their choice. They will in turn encourage their own
social networks to join by sharing their personal story.
key components
the campai gn
Storytelling 3rd Party Endorsement
Social Media
Digital
digital platform
the campai gn
Crowd-funding is the collective effort of individual donors or
investors who pool their financial resources, typically online, to
help fund a project or cause.
We will be engaging Australian consumers via a completely
independent, fully interactive crowd funding web portal to bring
the campaign to life and promote the great work of FIA members
as well as giving consumers a dynamic online portal to learn more
about the causes and organisations they support.
storytelling
the campai gn
A key component of the campaign will be videos featuring NFP
organisations and their Brand Ambassadors sharing their stories
to camera about how supporting a cause through charitable
donations has impacted them personally.
These videos will tell a story about how their personal
contributions have made a difference and what this means to
them from a very personal perspective.
social media
the campai gn
doing good tv
Dedicated YouTube channel to act as a catalyst for all video
content and storytelling activity throughout the campaign
social media content
Tailored content strategies across dedicated campaign platforms
via Facebook, Twitter, LinkedIn, Pinterest and Instagram
3rd Party
Endorsement
the campai gn
celebrity endorsement
Identify and engage a roster of celebrity ambassadors and industry
influencers to endorse the campaign
timeline
the campai gn
Our logo is the flagship of our
brand and is an endorsement
by our members of the annual
campaign, Here is the
breakdown of each of the
elements
august
september
october
november
december
january
july
Registration
Open to FIA members only, (r)Register your NFP
by Sept 1st so you don't miss out
Preparation
Upload you project to your dedicated campaign
page and review any marketing materials you
can use to support the campaign
Campaign Live
Doing Good will be LIVE! Show your support and
let donors know about your involvement by
including the Doing Good badge on any
marketing material
Results
We will tally the final figures to be announced at
the national conference
** 2015 dates to be announced in September 2014
the benefits
the campai gn
This is the first dedicated crowdfunding site only for credible Non for
Profits whos main goal is to promote giving across Australia and
encourage a national behaviour change
It can raise money for new projects without dipping into your operational
budget.
It give funders ownership of something tangible as well as something
specific to fund, instead of a generic issue.
It brings a sense of urgency for the campaign, because crowdfunding
campaigns have a set time limit.
Crowdfunding allows you to build your donor list, by allowing people to
find your project according to topics theyre interested in, and by
leveraging social media in a new way to attract new people to you. And you
get to keep the names.
There are no additional fees for getting involved and unlike other sites, if
you don't reach your target - you still get the funds
3
take part
choose your
project
take part
Pick a project that you know people will feel passionate about. If you're
passionate about the project that you have selected, it will be reflected in
every communication you have.
Think of it this way: your project should be something that you would fund
even if someone else had thought of it. Make sure you choose a project
with a tangible outcome that you can communicate with donors about
long after the campaign ends
agree a target
take part
The majority of successful projects have a monetary goal for your project .
You should set whatever goal makes the most sense for your project.
A detailed explanation of how the funds you receive will be spent will give
your project credibility. In crowdfunding, transparency is expected. The
crowd is giving you money out of their own good will and desire to see
something happen.
So, they want, and have the right, to know what you will do with their
money. Show them specifics about what you will need for your project to
be a success!
Being as transparent as possible with your crowdfunding project helps
your backers feel like they arent just giving money for your project, but that
they are apart of it, joining alongside you to reach your goal.
create your profile
take part
All the planning is done but the work isnt over. The work you put into
putting the campaign up on Doing Good will directly impact how
successful your project is.
Picking a Title - A good title will be clear, specific, and mention exactly
what the project is. It needs to make your campaign a very distinct, unique
thing in the mind of potential supporters.
Choosing a Primary Image - The primary image will be the first thing
potential supporters see when they visit the Doing Good home page, and it
will be your projects first impression..
Writing the Short Project Description - The short description of your
project will appear in the projects widget. Think of this as the classic
Elevator Pitch that gets someones interest. Will they want to find out
more?
Writing Your Organisations Profile - Your supporters and donors will feel a
more personal connection and become more interested in your projects
success if they feel like they know you and can trust you.
Setting your donation levels - You will have to set the levels at which
people will be able to donate. We want people to be able to donate as
much as they can, but give them options at which level they are able to
commit. Levels like $10, $20, $50 and $100 make it easy for people to
participate at various levels.
promote your
campaign
take part
Even the most interesting project in the world will fall short if no one sees
it! So you have to take an active role in promoting your project if you are
serious about seeing it funded.
Post to your Facebook and Twitter accounts, add pictures to Instagram,
and use powerful social media tools to make it easy. Doing Good is all
about the feeling we have when we do something good. So share your
personal story of how doing good makes you feel and encourage your
social networks to do the same.
No matter where you are putting your message, always remind people to
tell others who they think might be interested so that your message
reaches more than just your personal networks.
You shouldnt be spamming or begging, especially within networks where
you are unknown (that will actually have a negative impact on your
campaign), but you will want to send out a few reminders and messages to
your personal network over the course of your campaign.
update donors
take part
You should send frequent updates to those who have donated to your
project.
This shows your progress, keeps your supporters engaged and happy that
they helped, and encourages more contributions as excitement and
goodwill toward your goal build.
Keep your updates specific too. Dont say Almost there! when you can say
First prototype complete its beautiful and even better than we could
have imagined! Thank you to everyone who helped us get this far!
All of this applies to the time after the conclusion of your campaign too!
Your supporters have invested in you and you should keep them updated
on how things are going. And absolutely be sure to make and/or
sendcheerful, gracious, and exciting updates when you achieve great
things as a result of the funding you received. Thats the type of result
people want, and its why we are all involved inthis in the first place.
4
doing good
asset bank
doi ng good support
FIA will supply you with the following resources for the duration of the
campaign. Email support to request
Style Guide - supply of the Doing Good logo and complete guide into
how and where you can use it in your marketing material
Creative - Digital and print ad creative as well as social media cover
photos, profile images and twibbons
How To Guides - everything your need to know about how to organise,
market and generate the most from your crowd-funded project
marketing
doi ng good support
Usage of the logo depends from
application or background.
advertising
A budget will be ring-fenced each year for the purchase of above and
below the line advertising that will be used to punctuate key milestones
throughout the campaign. In addition to that we are also requested
organisations show their support by including the Doing Good logo on
their scheduled advertising.
launch event
Initial Trade launch to FIA members and wider NFP sector as a whole,
closely followed by a national press conference to launch the campaign
to consumers
communications
Encompassing campaign PR, media surveys, and features targeting
logos
doi ng good support
Our logo is the flagship of our
brand and is an endorsement
by our members of the annual
campaign
1 2
3 4
5 6
sample application
doi ng good support
Smallest size of the Logo is 20 mm.
5
resources
contacts
resources
Marketing, Doing Good Australia
Eyndia Gopal 0474 225 016
Sponsorship, Doing Good Australia
Neville Betts 0433 848 969
Member enquiries, Fundraising Institute Australia
Robert Edwards redwards@fia.org.au