NetSquared Bengaluru: How to Make Your Crowdfunding Campaign More Effective

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Hosted by NetSquared Bengaluru on July 7, 2020.

Crowdfunding is the need of the hour, and a great fundraising alternative for NGOs whose regular fundraising means have been hampered by the Covid-19 crisis. Join this webinar for tips and strategies on running a successful crowdfinding campaign online, with Priyanka Prakash, who heads Online Giving at Give India, one of India's largest and most trusted crowdfunding platforms. Surely, a "must-attend" event for nonprofit and social sector professionals.

Hosted by Mayura Sandeep, Founder, SriKa Marketing for Nonprofits and NetSquared Bengaluru Organiser. Follow her at @mayurasandeep

Chat Log


00:47:38    Asim Virani:    Im planning to start a new NGO. please share some data on number of NGOs according to sectors along with the process of registering NGO & how the accounts/taxation works
00:48:16    Asim Virani:    please also share the list of crowd funding website links shown in the beginning 
00:51:05    Darshita Singh:    how to track the donation trend/ data on daily basis or consistently so that marketing or communication strategies can be modified on real time basis ?
00:51:59    Shikha Shiv Kumar:    What Is your take on how/if an NGO should change their crowdfunding strategy considering the COVID-19 pandemic? Do you believe that donors will face an exhaustion of donating towards COVID-19 and thus, not donate to other important causes, such as, education for underprovided children?   
00:53:10    Anslem Rosario:    Most NGOs are in  hybrid model with a combination of non profit and for profit.  Does the Crowd funding platform also supports for profit social enterprises
00:53:24    Saira Patil:    please share the list of crowd funding website links shown in the beginning 
00:53:32    Koushik Yanamandram:    Are there any examples of NGOs/organisations that have totally been running their programs using only crowdfunding? 
00:57:03    Sachin Revankar:    Any crowdfunding done by collaborating two or more NGOs together
00:58:37    Koushik Yanamandram:    How does the matching campaign work? Who are generally the kind of funders who do matching contributions to  crowdfunding?
01:00:00    priyanka prakash:    https://fundraisers.giveindia.org/campaigns/give-abandoned-infants-a-fig...
01:03:42    Anslem Rosario:    Do we get the recording of this meet to review for absorbing information shared
01:04:49    Sachin Revankar:    how much max supporter any campaign as seen till now..example abandoned infant has around 1500 supporter.. 
01:08:03    Life Pedia:    Hey Sujitha here, Do I have to submit a report to Give India on how the money is utilised ?  
01:08:54    Divya Subramanian:    What is UTM?
01:09:43    P Megharaju:    wehave already rigistered in give india, how long it will take receive the funds
01:11:57    Madhu MK:    we can try companies n colleges. your opinion please.
01:20:09    Sharadha:    While healthcare, children and education are most successful; in your experience are there any causes where crowdfunding has just not worked?
01:22:39    Sachin Revankar:    does giveindia help to do collaboration do to collaborative campaign
01:23:15    Life Pedia:    Amazing session Thank you so much 
01:23:18    Deepa:    Thanks for organising this session.
01:23:27    Divya M R:    thank you
01:24:39    priyanka prakash:    https://nonprofits.giveindia.org/onboarding
01:24:44    priyanka prakash:    The link to onboarding with GiveIndia
01:24:55    priyanka prakash:    Thank you Mayura!
01:25:01    Sharadha:    Thank you so much. Great session
01:25:08    Manoj PV:    Thank you Priyanka and thank you mayura
01:25:09    Sachin Revankar:    Thank you all
 

Transcript

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Mayura Sandeep: Hi everyone. Good evening, and welcome to this webinar today on how to make your crowdfunding campaign more effective.

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Mayura Sandeep: So a lot of you here are nonprofit professionals and you'd agree that most of you are facing emergency fundraising needs today.

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Mayura Sandeep: Due to the covert 19 pandemic. It's either because you're trying to raise emergency funds for your relief work or because your regular fundraising means were hampered due to the crisis.

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Mayura Sandeep: So that makes crowdfunding quite a critical topic in the times that we are in

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Mayura Sandeep: And I believe it's the need of the hour for NGOs to understand how they could use this nonprofit tech platform to raise funds and help them light through the crisis situation.

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Mayura Sandeep: So with me today is our guest speaker Priyanka Prakash welcome Priyanka,

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priyanka prakash: Hi, my rod. Thanks for hosting this and very happy to be here.

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Mayura Sandeep: Thank you very glad to have with happy with us today.

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Mayura Sandeep: Priyanka, Priyanka heads online giving marketing and partnerships at give India, which is one of India's largest and most trusted crowdfunding platforms and your host today will be me my uterus, indeed.

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Mayura Sandeep: I organized Net Squared Bengaluru it's a it's a pretty new chapter of Net Squared. And I also happen to run a run a marketing agency Costa Rica marketing for nonprofits. We are an integrated marketing and communications firm that is dedicated to the nonprofit sector.

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Mayura Sandeep: So before we get on to the webinar a few things about what Net Squared is since all of us are new to this.

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Mayura Sandeep: And it's quite as a global network of tech for good meetups it happens across the world. And it's a program of tech Su. And for those of you not familiar with tech soup. It's a nonprofit that helps other NGOs access, implement and use technology for their work effectively.

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Mayura Sandeep: So next great Bengaluru is one of the hundred and 28 chapters across the world of Net Squared.

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Mayura Sandeep: And in India. Next, go ahead and take super represented by the nice calm foundation

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Mayura Sandeep: So let's get to the topic, then I think from the questions that that were raised during the registration. I could figure that a lot of you are new to the concept of crowdfunding. So I thought I'll just take you through a few basics.

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Mayura Sandeep: Before we interact with Priyanka,

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Mayura Sandeep: So what is online crowdfunding. For those of you know, new to it. It's simply a fundraising effort by a non profit today small donations from a large number of people.

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Mayura Sandeep: And it's mostly done using websites or platforms that are tailored to showcase your specific projects or causes and accept donations

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Mayura Sandeep: So why should nonprofits use crowdfunding. First of all, because it's quick and easy to set up. Because there is a ready platform available to you that you could use.

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Mayura Sandeep: So you don't need to have any special technical skills to create a crowdfunding campaign. It also needs minimum investment. So on most crowdfunding platforms. It's free to set up a campaign and you only pay based on the funds that you raise

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Mayura Sandeep: And it's completely online, which I think is with news, considering the time that we are in your staff can work from home and help you raise funds for your nonprofit.

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Mayura Sandeep: OK.

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Mayura Sandeep: So now that we know what

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Mayura Sandeep: Are you able to see my screen.

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OK.

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Mayura Sandeep: OK, so now that

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Mayura Sandeep: We learned what crowdfunding is I think the first step towards setting up a successful crowdfunding campaign is selecting the right platform.

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Mayura Sandeep: So in India we have quite a few crowdfunding platforms for nonprofits. There's given India, which is one of the leading platforms. We also have kato

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Mayura Sandeep: We have Mila donate card impact guru. And for those of you not attending from India. You're a few global platforms that are equally good for nonprofit talk funding. There's Go Fund Me this classy.

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Mayura Sandeep: And there's funding.

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Mayura Sandeep: So there are a lot more platforms out there, and I encourage you to go through them and figure out what works best for your nonprofit.

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Mayura Sandeep: So once you select the right crowdfunding platform. The next step is to start a campaign on the platform, right. So starting a campaign on

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Mayura Sandeep: On the platform is pretty easy. You just click on Start your campaign and the platform takes you through a few quick and easy steps to register your nonprofit and then set up the campaign page.

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Mayura Sandeep: So while setting up the campaign page, I would think that are very important consider

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Mayura Sandeep: To make your campaign page effective. So under selecting one case study for you.

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Mayura Sandeep: To show you how to make a campaign page more effective and I believe it's all about effective communication when it comes to setting up your campaign page.

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Mayura Sandeep: So the first thing you would notice you're on the page is the image right the banner image of the campaign.

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Mayura Sandeep: So it's very important that you select a good campaign banner image that represents your calls and your campaign effectively.

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Mayura Sandeep: Shows people why you're raising funds and for whom the next thing you would notice is the campaign title. So make sure that you, you have a campaign title that is short and very clear and communicates what you're trying to do with the campaign.

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Mayura Sandeep: So it also helps to make your campaign title and action statement like help us change lives or change the future or empower rural children.

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Mayura Sandeep: So now coming to the campaign communication. There are a few elements that we generally consider in making your campaign description effective. The first is

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Mayura Sandeep: describing your problem statement effectively. So what problem are you trying to solve. Why is it important to solve that problem. And why is it important to solve that problem now. So having a sense of urgency in your problem statement makes it more effective. I'd like to believe

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Mayura Sandeep: So then we move on to how you as a nonprofit I trying to solve that problem. What is your specific solution to the problem.

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Mayura Sandeep: So don't be vague in your solution statement. Don't say we want to change lives. We want to empower more women be very specific.

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Mayura Sandeep: Talk about how you're solving the problem include numbers, be specific about your approach. For example, it says

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Mayura Sandeep: Team Everest is a program to support parentless single parents of children with big dreams and currently we sponsor 400 students for their college education. That's a specific solution statement.

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Mayura Sandeep: Next we talk about why a donor must support your cause, why should they donate and how will the donation help so it really helps to have a very

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Mayura Sandeep: Clear impact statement. For example, it says this here, the impact statement used by the nonprofit is on

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Mayura Sandeep: Is a statement by the donor. So it says, I want to change the future of at least one parent lives or single parenthood students this year. So make a donation and change their future now.

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Mayura Sandeep: So it's also important that your impact statement is directly related to the donation amounts that you have chosen so every platform offers a few preset donation options. So you're on, given the

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Mayura Sandeep: They have two priests, a donation options general and there is one open field where the donor can donate any other amount

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Mayura Sandeep: So make sure that each of these preset donation amounts have a very specific impact associated to the amount for example rupees 2000 will buy books in stationery cost per year. So the donor knows how much he's donating and how that money is going to be used by the nonprofit.

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Mayura Sandeep: So these were some tips on how to create effective campaign communication. So once you set

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Mayura Sandeep: Set up your campaign, you be the you submit the campaign to the platform and hopefully in a couple of days your campaign will be live

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Mayura Sandeep: So now what you have a great campaign page but no one's going to donate unless they know you have a campaign page, right. So how do you spread the word.

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Mayura Sandeep: So generally all campaign platforms crowdfunding platforms have social sharing options like you see here to make sure that you activate a large number of people, right, including your employees, your

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Mayura Sandeep: Board members, your volunteers to become your evangelists on social media, ask them to come and share your campaign link on their social media pages and make an appeal on your behalf.

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Mayura Sandeep: To the more number of people that learn about your campaign, the more chances are that you will raise funds. There's another very cool feature on

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Mayura Sandeep: Most crowdfunding platforms which is start a campaign. So the platform allows anybody who is passionate about your course to go and set up a support campaign to help you meet your fundraising goal.

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Mayura Sandeep: So we didn't speak about fundraising goal. I'll get to that. So your campaign must have a specific fundraising goal set. Let's say you want to raise 25 lakhs.

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Mayura Sandeep: And you have to justify that within your campaign communication. Why are you raising 25 lakhs. And how's it going to help. Now, when your

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Mayura Sandeep: Supporters create their own campaigns to support your main campaign. They can set their own fundraising goals for example your I could say I want to raise 10,000 rupees to help

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Mayura Sandeep: Your nonprofit reach reach its campaign goal. So it could have its own so your supporter can have their own campaign name.

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Mayura Sandeep: For the campaign. They can set up their own indeed they can have their own goal and and the more number of people that will set up their own support campaigns for you. The more chances that are that you will reach your fundraising goal quickly and successfully.

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Mayura Sandeep: So these were some tips on how to make your crowdfunding campaign more effective.

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Mayura Sandeep: Activate people to share about your campaign on social media on email on WhatsApp.

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Mayura Sandeep: Also activate people to set up support campaigns for you. So, which becomes what we call in fundraising jargon PR to PR campaigns and PR to PR campaigns are known to be one of the most successful modes of raising funds.

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Mayura Sandeep: Now let's come to the cost. Most crowdfunding campaigns charge between five to 10%

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Mayura Sandeep: Which includes two kinds of

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Mayura Sandeep: Fees, one is the platform fee and then there is the payment processing fee. So if you add these two up generally in the range of five to 10%. Now there are a few platforms that claim to be free but then they still charge the transaction fee. So I encourage you to go and go through the

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Mayura Sandeep: fee structures of various platforms and see what works for you.

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Mayura Sandeep: So that's about it. We come to the

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Mayura Sandeep: End of the introduction section to crowdfunding.

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Mayura Sandeep: And now we're ready to go into

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Mayura Sandeep: The most awaited section.

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Mayura Sandeep: Of today, which is an interaction with Bianca. BIANCA you

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Mayura Sandeep: Okay, great.

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priyanka prakash: I'm a euro, yes.

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I

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Mayura Sandeep: So I'm going to be talking to Priyanka, about how she sees crowdfunding and how nonprofits could make it successful as somebody from the platforms perspective and as someone who works with given yeah she she looks at fundraising campaigns, day in and day out, and she sees how

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Mayura Sandeep: They become successful or not. So it would be a very interesting chat. I think

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Mayura Sandeep: To thanks Bianca for your patience. First of all, by 11 through this

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Mayura Sandeep: Problem. Let's begin. So I think that first one as someone who's been with given Leah. How have you seen crowdfunding change over the last few years, especially from a non profit crowdfunding perspective.

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priyanka prakash: I'm few things right. I think

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priyanka prakash: A one is I think from an air I'll speak more from an NGO perspective because it

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priyanka prakash: Tries like a lot of the people you're have come

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priyanka prakash: From different NGOs, um, while traditionally NGOs have utilize the, you know, offline model and also going, you know, raising funds on their own platform. I feel over the past two years, especially one to two years we have seen a lot of NGOs.

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priyanka prakash: You know what a response on several platforms, whether it has given your other platforms they have realized that, you know, building a platform on their own.

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priyanka prakash: And also finding, you know, finding all the tools that are required to, you know, reach out to their donors retain their donors engage with their donors.

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priyanka prakash: Is not something very easy to do on their own, whereas platforms such as given here and several others already provide all these tools. So, we have seen that, you know, several nonprofits have actively moved

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priyanka prakash: Towards raising funds on these platforms.

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priyanka prakash: Also because it is very viable from a cost perspective and also because of these platforms which has given me and the other platforms provide a lot of tools to reach out to new donors that you wouldn't have acquired otherwise.

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priyanka prakash: For example, I can talk about given a itself on given. Do we have our crowdfunding platform is called fundraisers on fundraisers. Every year we have close to

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priyanka prakash: You know, right now we have about thousand 400 nonprofits who raise funds on our platform.

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priyanka prakash: Every year, we have a few challenges where we provide matching funds and we see at least 100 to 500 platforms come and raise funds.

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priyanka prakash: This year, for example, in February about 200 200 to 250 nonprofits came together to raise about 11 close on our platform through a one month period only. So, I do believe that NGOs are becoming more

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priyanka prakash: Aware of how to leverage platforms to reach out to new donors and engage with them.

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Mayura Sandeep: Right. So you talk a little about this, but how have you seen nonprofits utilize the given their platform during the poet crisis. Have you seen a definite upsurge in the use of crowdfunding platforms and how successful have they been

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priyanka prakash: Absolutely. During covert I think there were two types of nonprofits one set of nonprofits who were working in the covert space.

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priyanka prakash: And for them, I think the platform has been very, very

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priyanka prakash: You know, useful. So we as a platform. By the way, we run two types of campaigns. One is we provide the platform for NGOs to come and create their own fundraisers and raise funds and we provide all the tools.

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priyanka prakash: And also marketing support for you to reach out to your donors and raise funds, then there's another type of campaign where we ourselves formulate several campaign missions and we promote them.

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priyanka prakash: For code we raised over 50 to 60 cross on retail fundraising on our platform. And for that we came up with specific programs such as, you know, whether it is meals or Russian kits or beaches or

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priyanka prakash: You know, sanitary pads for all the women in the hinterlands of the country. And we then work with nonprofits to raise funds on our platform for example the VHS campaign raised over 15 crawls the meals campaign raised over, you know, several you know 10s of lacks

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priyanka prakash: So,

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priyanka prakash: NGOs which did specific covert work definitely raised a lot of funds on our platform at the same time NGOs who were not doing any specific covert work, but because of the, you know,

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priyanka prakash: You know donor sentiment shifting towards covert a lot of NGOs were also able to set up fundraisers.

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priyanka prakash: At the time of covert reach out to their donor database and say, hey, we're not getting any donations right now because the sentiment has moved towards covert please help us out and they were also able to raise quite a bit of funds.

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priyanka prakash: And I think the messaging was very strong there and they were also able to

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priyanka prakash: You know, utilize the several tools that we provide for them, whether it is to reach out to their donors social sharing providing all the

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priyanka prakash: Different nudges or, you know, providing them guidance on what is the kind of pricing and messaging that you need to have we provided all that feedback to them. But, you know, both type of NGOs reacted very well on how to leverage the platform during covert

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Mayura Sandeep: Okay, great. So you actually spoke about two kinds of fundraisers that given the help set up. So most nonprofits are aware of the first one, where they register and then they go set up their campaign.

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Mayura Sandeep: So there was this other option but given the I sets it up for specific causes, especially during the pool with crisis. So how does a nonprofit approach you for that.

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Mayura Sandeep: How did they become part of this.

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priyanka prakash: So, typically the way we work is we have our due diligence and onboarding process. And during that process.

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priyanka prakash: Once you complete that process and you're registered on the platform we accept proposals from several nonprofits all the nonprofits. In fact,

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priyanka prakash: And if there is something specific that you know we feel from a retail fundraising perspective is very

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priyanka prakash: We if we feel that there's a lot of potential there. Then we pick that up and we worked with the NGO to set up a campaign and, you know, promote that along with the campaign.

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priyanka prakash: For example, currently we are running a campaign with this NGO called snap alia where we raised about 42 lakhs in less than a month.

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priyanka prakash: It will be. It's not a covert campaign but snake alia runs an orphanage for newborn infants and we felt that it's a very vital, it's not covert

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priyanka prakash: But because of covert they had a lot of infants being, you know, orphaned at this point, but they're not getting enough donation. So we use that as a whole. We created a video we promoted that

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priyanka prakash: There is a certain share of course when it comes to marketing with the NGO and us. And if the NGOs open to do that will be definitely open to looking at

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priyanka prakash: Causes whether you know causes very there's a high sense of urgency and require in the funds that has to be raised.

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priyanka prakash: And also, if there's a very good fit with retail fundraising. If we know that retail individual givers will find this cause with this program is something that will you know where the conversion rates will be high, then we'll pick it up.

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Mayura Sandeep: Right. Got it. So basically, they have to send you a proposal.

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Mayura Sandeep: Yes, then you will consider if it works or not based on the situation. Yes. I hope you all got it. Okay. So I want to talk about this early great fundraiser that given the date for Kobe relief.

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Mayura Sandeep: It was probably the largest that India has seen and it was actually the talk of the town, including the Bollywood town. So just want to know what was your experience at somebody organizing it.

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Mayura Sandeep: What were your biggest learnings and takeaways from that that could benefit other nonprofits.

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priyanka prakash: Are you talking about I for India.

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Mayura Sandeep: Yes, I'm talking what I put in there.

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priyanka prakash: Got it. I'm sure. So, as we know, you know, during Kobe Kobe. It is an unprecedented situation for all of us. And we wanted to find a way in which we can go beyond our own platform.

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priyanka prakash: You know partner and you know leverage the reach that celebrities have to bring attention to the issues with respect to corporate and raise more funds.

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priyanka prakash: With that objective. We went out to the market and we found a partner who was willing to bring in all the celebrities. So we work with the partner to partner together to, you know, bringing a lot of celebrities.

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priyanka prakash: To come and make an appeal have to raise funds for covert

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priyanka prakash: I think the interesting aspect about it is that a, you have to find the right messaging and positioning for what is it that you're raising funds for and be very consistent with it. Right. So when we did I for India we ensured that every single celebrities is saying the same message.

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priyanka prakash: It is I, for India.

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priyanka prakash: We are raising funds for the India covert response fund and all of them made an appeals consistently for at least four to five times before the before the event.

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priyanka prakash: They reached out to their fan base across all of their, you know, social media handles asking all of them to please come and join

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priyanka prakash: The event the live event on Facebook. This was also session that we launched along with Facebook. So we are Facebook's India charitable giving partner.

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priyanka prakash: What that means is if you want to create a fundraiser for your NGO on Facebook, you have to be on boarded to Facebook and give India as the philanthropy partner who conducts that onboarding

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priyanka prakash: So this iPhone India was also a launch a sort of a launch event where the live session would have a donate button and people would watch the live concert and also donate at the same time. So that was very interesting because, you know, it brings a lot of people to bear at the same time.

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priyanka prakash: And the celebrities are consistently talking about the need for fundraising at this point in time. And there's a very easy way for you to donate. So we brought all of these together Facebook celebrities and given the US NGO understanding to the bear to the concert together and

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priyanka prakash: Fortunately, it was a huge success.

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priyanka prakash: And we hope to, you know, continue to replicate these models in the future.

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Mayura Sandeep: Great. So I think some of the things that I learned from what you said. Now, one is have consistent messaging across all that point. The second is use influencer marketing to your advantage.

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Mayura Sandeep: Sometimes it comes for free. Sometimes it's paid. But generally, if it's a cause I think

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Mayura Sandeep: It will blame to not charge you for it. And the third thing I think is ease of donation and multiple points of donation and not just by visiting the platform, but also on social media directly and with just a click of a button. So that's great. I hope that helped a lot of people

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Mayura Sandeep: So there was a. So before I get to the next question. I just want to tell all the attendees.

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Mayura Sandeep: That we will be taking your questions at the end of the webinar for the last 15 minutes. So if you have questions, kindly share them on the chat feature and I'll take them up with Priyanka, and

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Mayura Sandeep: Some of your questions and we are already answering and addressing them. Now, during this interaction if if they weren't answered and you have shared them during registration, please feel free to put them up on the chat again.

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Mayura Sandeep: Okay, so there was a question which is, which is a very interesting question, which is, what are some of the most effective causes when it comes to crowdfunding. Are there some favorite causes

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priyanka prakash: For people for

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Mayura Sandeep: And why do you think that they score better than the others.

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priyanka prakash: Sure. Um, if you see over the past two years, especially, you will notice that when it comes to crowdfunding healthcare fundraisers have been the most you know a successful

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priyanka prakash: Fundraiser campaigns across any platform that you can see. And there are multiple reasons why it work. A because it is an urgent need, right. It's absolutely required in one one week I need these funds in one week P is

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priyanka prakash: It focuses it most of the healthcare fundraisers are for people who are below a certain

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priyanka prakash: income level who don't have either insurance or we don't have any other coverage. So I think that sense of, you know, urgency, along with inability to raise the kind of funds that are required.

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priyanka prakash: makes for a really good story. The third part is also in the way that these campaigns are marketed themselves, right, the campaign's talk about the need for fundraising very clearly.

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priyanka prakash: It highlights the urgency, it highlights also exactly how the funds need to be utilized

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priyanka prakash: Which creates a sense of trust in the donors. So I think those are the some of the reasons why healthcare fundraisers work very well.

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priyanka prakash: And I think also public sentiment is that we all understand that, you know, healthcare, a big health care issue in the family can quickly bring down the income level of the family.

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priyanka prakash: I think most, most of us understand that very basic fundamental truth. So I would put healthcare fundraisers as one of the fundraisers that helps that

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Mayura Sandeep: does raise a lot of funds.

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priyanka prakash: The second piece.

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priyanka prakash: I would say. From a broad perspective is children as children and educational mix of these also tend to, you know, raise a lot of funds.

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priyanka prakash: Because, you know, as we all believe that children is the future of the country and. Wherever, wherever there's an education or shelter need right there are a lot of orphan.

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priyanka prakash: Children who need educational needs. This is also an emotionally storing topic. So typically, this also converts really well for many for many crowdfunding platforms including given there.

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priyanka prakash: Again, here are the need is slightly more emotional and the most successful campaigns are the ones which clearly talk about

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priyanka prakash: How the funds are being utilized, there's a clear outline about that. And there are also

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priyanka prakash: Updates given on all of

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priyanka prakash: These just going back to the healthcare fundraisers updates is another piece. Why they also are successful because in most of these fundraisers, there's a very strong sense of gratification.

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priyanka prakash: Once you have donated to a health care fundraiser. And that person has recovered you have, essentially, you know, helped an entire family.

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priyanka prakash: It's not just that particular surgery or something. Right. It's a huge support that you provide it to one family and the updates provided on these campaigns also help

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priyanka prakash: You know, reinforce that sense of gratification for the donors, and I think that helps develop or, you know, consistent giver after that.

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priyanka prakash: Same thing with children and education campaigns, as well as long as you can provide the updates. I feel these campaigns also work really well. Having said that, while these are you would see from a top of the mind. These are the campaigns that usually raise a lot of funds.

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priyanka prakash: Are our learning is that any campaign that you pick. There are a few key elements.

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priyanka prakash: In that one is what is your narrative is your narrative being is it stressing on the actual need and it is it very simple and, you know, clear for the donor to understand

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priyanka prakash: For example, you can say that raise funds for providing nutrition for children, or you can say donate for the ME of donate for

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priyanka prakash: You know midday meals for one child for one month, right, which is more appealing. The latter is more appealing, right, because it's very clear and simple and you know exactly what you do need to

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priyanka prakash: Hey I donated to I. Here I have provided me a means for one child for one whole month right so I feel campaigns which focus on clear messaging and unit economics.

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priyanka prakash: And also make sure that you know they are reaching out to their donors very in a very structured way through a very good messaging.

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priyanka prakash: And also provide updates on how the campaign is progressing how the funds are being utilized. If you do this. I don't

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priyanka prakash: I wouldn't say all of them will be successful. But we do see a lot of campaigns which are successful, which are outside of healthcare fundraisers, and children, education, but do a very good job at this

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Mayura Sandeep: Great. Those are very, very important points. So those of you who are not in the healthcare sector, please don't be disappointed. I think we can apply the healthcare learnings that we uncover saying to any cause

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Mayura Sandeep: Which like she said is that sense of urgency in raising funds. The second is seeing the impact of your don't have the donors contribution clearly

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Mayura Sandeep: And

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Mayura Sandeep: And the third is updating people regularly, and I think that brings like she said, a sense of trust and also gratification. So I also advise

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Mayura Sandeep: NGOs that work with me on crowdfunding to share legal updates about how of their fundraising campaigns on their social media handles thank people for making contributions. So this really helps keep the momentum going, and encourages other people to contribute as well.

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Mayura Sandeep: Okay, that's great. So like you said that because healthcare is so successful. A lot of platforms are which started off as a crowdfunding platform for causes and now during clearly towards health fund raises. In fact, they even announce it saying

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Mayura Sandeep: raise funds for healthcare they don't want to raise funds for NGOs anymore. But this discourages NGOs, you know, and they feel they are taking a backseat. So how has given them. Are you making a conscious effort not to do that, and how are you trying to change this.

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priyanka prakash: Absolutely. So just for setting some context give India is actually a for an NGO first platform.

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priyanka prakash: Because we started off as a platform that would support NGOs to raise funds across different channels, whether it is fundraising or through our subscription platform.

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priyanka prakash: Or through our partnerships with corporates, and several other consumer platforms. So our focus has always been NGO, we are also focusing on individual fundraisers now.

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priyanka prakash: But having said that our crowdfunding platform has been utilized by over 800 to 900 NGOs until last year and this year thousand 400 plus NGO platforms.

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priyanka prakash: We make sure that we are providing very NGO friendly tools and features so that they are able to leverage the platform to their benefit. Given you also run several

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priyanka prakash: Matching campaigns and also promoted campaigns which are specific on how NGOs can, you know, for NGOs or NGO programs.

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priyanka prakash: In addition to that, we also work on a very NGO friendly pricing so that you know the trade off between, you know, putting in all the effort to create your own fundraising website or strategy.

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priyanka prakash: And working on our platform is very low, so that you know you find it very easy to set up a fundraiser on our platform pricing is viable.

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priyanka prakash: And you're getting all the tools and also you know support from us so that you can raise funds given you also focuses on providing NGOs with a lot of capability and a

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priyanka prakash: You know skillset enhancements we conduct several webinars, where we talk about, for example.

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priyanka prakash: How do you use social media, how do you, how do you do email marketing. How do you manage your donor database. How do you do paid ads to raise funds. So we do several of these webinars so that you can become a crowd. You can become an expert as an NGO to raise funds on a crowdfunding platform.

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Mayura Sandeep: That's wonderful. So how do you sign up for these webinars. Do you have a link that you could put up on the chat. Maybe and

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priyanka prakash: So typically, these, these webinars are only for NGOs who are already registered with us. So yeah, so if there are any NGOs who have not registered with us. My era. What I can do is I can share or, you know, registration link and

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priyanka prakash: Know you can probably share it with everybody who have joined the webinar today.

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Mayura Sandeep: Will do that.

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Mayura Sandeep: So as a platform, apart from providing these you know webinars and learnings on how to make campaigns more effective or is one identity marketing support services you provide for crowdfunding campaigns to help us Lord and stuff.

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priyanka prakash: Yeah, absolutely. Um, so if I just shared a link of one of the campaigns, we are running currently

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priyanka prakash: So what we do is we work with NGOs to identify the most retail friendly campaign that

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priyanka prakash: You know, or the messaging, not even the campaign or the most retain friendly messaging that will help to raise more funds that is one one aspect.

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priyanka prakash: from a marketing perspective, because we have gained a lot of a lot of good expertise with respect to Facebook ads display ads or any other ads. We take up

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priyanka prakash: Promotion of these campaigns, where we promote them on Facebook or any other platforms to raise funds for these specific NGO programs I have shared or program with you my era, maybe you can share it with the rest of the

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Mayura Sandeep: Everybody will be able to see it.

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priyanka prakash: Yeah, I have just shared it with everybody. So this is the current campaign that we are running with one of our engineers called snake earlier which I mentioned earlier.

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priyanka prakash: Here we are promoting the campaign for the NGO, and we are raising the funds we take care of the messaging. We also provide support to the NGO to create a video for example because video is one of the most

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priyanka prakash: Engaging and high conversion creative creative asset and we promote them on any platform that we feel gets the best conversion rate and cost to fundraising.

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priyanka prakash: So we take care of that. However, there's a higher you know platform fees because we are spending, you know, we are doing the marketing for that particular campaign. Right.

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Mayura Sandeep: So you take care of the Baptist pain and

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Mayura Sandeep: Charge that as a percentage to the nonprofit.

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priyanka prakash: Correct, yes.

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priyanka prakash: She shared off.

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priyanka prakash: You know, cost of fundraising.

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Mayura Sandeep: There is a share of the costs. So you also take a part of the cost

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priyanka prakash: Some part of it. Yes.

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Mayura Sandeep: Okay, so what would be the typical difference in the platform fee from a regular fundraiser to the one that you give marketing support for see

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priyanka prakash: From a platform perspective we we charge the lowest platform fee across the market which our basic platform fee is 4% which is the lowest then there's a 3%

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priyanka prakash: payment processing fee which is not what given their charges, obviously, on top of that, depending on the how the campaign performs the charge can go up to 15% if it's a promoted campaign by given. Yep.

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priyanka prakash: Okay.

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priyanka prakash: So it's a four plus three.

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priyanka prakash: Or so you know 12 plus three, depending on whether we marketing or not.

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Mayura Sandeep: Got it, got it. So, but this support is not open to all crowdfunding campaigns. Right. It's only open for the ones that take up

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Mayura Sandeep: On your head. Yes. So would they support also be extended in future to regular crowdfunding campaigns as well at an additional cost.

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priyanka prakash: Yes. So wherever we see there's a strong potential for campaigns to scale. We will identify them. We have a system that identified this campaign is performing really well maybe we can scale and then we will provide that support if the NGO is also keen to do that.

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Mayura Sandeep: Got it. So you just spoke about how you help push campaigns forward and, you know, maximize their

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Mayura Sandeep: Fund fundraising. So through whatever you do your experience, do you have some specific tips that you can share on how to maximize reach and promote a crowdfunding campaign.

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priyanka prakash: Sorry, can you come again.

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Mayura Sandeep: So do you have any tips for NGOs that are attending this on how to spread the word and promote their campaign successfully from your own learning

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priyanka prakash: Yeah, so I think one of the biggest pieces or saving your own campaign. When you have started a campaign. It's very important to show donors that is a successful campaign.

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priyanka prakash: And the best way for you to do that is to go to your warm audience, which is your existing you know previous set of donors.

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priyanka prakash: Reach out to previous set of donors and try to raise some funds and after that. There's a lot of different channels. One is your social media handles.

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priyanka prakash: Try out paid ads on Facebook, create lookalike audiences using the existing donors that you have, because that usually provides a higher you know conversion rate and lower you know

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priyanka prakash: Low cost of fundraising also reach out to the donors who have donated to that specific campaign and ask them to share it with their friends and family.

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priyanka prakash: And I'm sure you all have a database of existing donors share it with them and ask them to share it with friends and family.

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priyanka prakash: I would suggest start off with this and build your donor database building a donor database, I think is the most important thing that all of you all NGOs should work on

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priyanka prakash: Building a donor database having their email id having their, you know, phone numbers. It's the most important thing because if you go

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priyanka prakash: This has been one of the highest conversion rate segments that any NGO will have an even give India has. So focus on building that donor database, day in and day out so that all four as you as you start running campaigns, you can keep going back to them as well.

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Mayura Sandeep: Got it. Is there any minimum spend that you would advise NGOs to have on social media or it's up to them. Is there a minimum spend where you see, okay, this is the minimum, you need to spend to see any decent conversions.

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priyanka prakash: I wouldn't suggest any minimal, to be honest, it depends on your fundraising target. Also, what I would

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priyanka prakash: Also ask NGOs to focus on is building really meaningful content on their social media handles showing the impact of your work right on the ground.

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priyanka prakash: For example, if you're an NGO that focuses on that, you know, that is an orphanage, or it's an elderly home.

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priyanka prakash: Actually show how you're taking care of your people on your social media platforms so that people know your German

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priyanka prakash: People know that your work is, you know, very impactful. So focus on building really good content so that you are attracting the right kind of users on your social media content.

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priyanka prakash: So that when you run campaigns or make social media posts. They have higher engagement.

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priyanka prakash: So that's very critical for you to keep building, day in and day out, rather than focusing on AdSense ad spends I think it's dependent really on how much you're looking to raise

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priyanka prakash: I would encourage all of you to, you know, start, start with small experiments. Learn what kind of audiences work best for you and build on that.

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Mayura Sandeep: Right, that that was very useful Bianca, so just want to encapsulate what she said now.

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Mayura Sandeep: I think this is good. It's a very important point that a lot of nonprofits miss out on don't go to strangers. Don't go to new donors.

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Mayura Sandeep: You know immediately after setting up your campaign reach out to your first circle of supporters. First, it's really important that some funds that coming in. Before you go to new donors.

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Mayura Sandeep: If somebody sees you or somebody new sees your donation page with zero funds raised, they're less likely to donate then if it has already started raising some funds and they already see that there are some at 100 people who are supporting you, it kind of builds a sense of trust in them.

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Mayura Sandeep: Subconsciously so it's important that you first reach out to your most passionate supporters your regular donors.

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Mayura Sandeep: Even your volunteers to spread the word. And once you start seeing some traction then reach out to new donors dense that doing your social media campaigns, that's a very important point. I'm sure that this conversation has been very, very useful to you.

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priyanka prakash: All

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Mayura Sandeep: I see a lot of questions on chat or daddy.

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priyanka prakash: So I think

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Mayura Sandeep: We'll take up

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Mayura Sandeep: Those questions younger so sure.

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Mayura Sandeep: So that she does things is how to track the donation data on a daily basis or consistently so that marketing or communication strategies can be modified on a real time basis.

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Mayura Sandeep: So that should that should I think you have real time updates as one of the best things about crowdfunding is it's real time. Right, so you have your time updates on how much funds have been raised, and if it's through social media.

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Mayura Sandeep: When there is a little bit of a challenge there right the anchor. Would you like to address that. So if I'm doing social media campaigns.

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Mayura Sandeep: I can't typically set up tracking codes on a third party platform like on a crowdfunding page because it's not my own website. So how do you track where the donations came from. I think that's a very useful question.

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priyanka prakash: I'm sure so as or nonprofit when you set up a cafe. Let's see, on given your fundraisers. We give you access to your donors.

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priyanka prakash: NGOs who bring in their own donors to their own marketing. We give you access to their donors. Firstly, I just want to clear that so that you have access to those donors.

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priyanka prakash: Now I will. I'm sure my euro, you will probably be training them on using YouTube parameters.

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priyanka prakash: Right. So when our campaign is run and maybe let's say that you are an NGO who is promote who is promoting the campaign two to three different segments.

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priyanka prakash: You can add YouTube parameters to that and you can let give India for example, you can't track it because you don't have the platform access

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priyanka prakash: But if you let us know that we've added these parameters we can probably let you know how each one of those segments are performed in raising funds for you.

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Mayura Sandeep: Oh, that's fantastic. I wasn't aware myself that I could share that with giving them data.

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Mayura Sandeep: So that's useful. Okay. So if an angel doesn't to deeper asked this question. If an angel does not have a car. Is it possible to raise funds through crowdfunding platforms they give India.

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priyanka prakash: Very good. Yes, yes, absolutely on giving you a crowdfunding platform you can respond, we can disable donations from, you know, non Indian donors.

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Mayura Sandeep: Great. So even if you don't have a car, you could still taste funds will give you

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Mayura Sandeep: That very useful. I think so. Goku has a question. How does an organization rally individuals to fundraise people more likely to donate to people, then the organization.

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Mayura Sandeep: That's a great question. Go. Cool. I think I'll address that. Yes, that's correct. That

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Mayura Sandeep: That's what we call peer to peer fundraisers, and more likely to donate. If a friend made an appeal to me to donate to an NGO he trusted then if the NGO came to me directly, because I don't know the into and I know the friend. So how that's the first. That's the answer to your first question,

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Mayura Sandeep: Also, how do you rally individuals. Well, I think you should start with individuals who are already associated with your nonprofit.

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Mayura Sandeep: So these individuals should could be your own employees. They could be a board members, they could be your volunteers.

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Mayura Sandeep: They could be friends of board members who know about the nonprofit. So you start with people who are already associated with you who know you and who trust you because those are the people who will put any effort and

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Mayura Sandeep: You know, make an appeal on your behalf confidently because they are aware of the work that you're doing.

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Mayura Sandeep: I hope that helps.

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Mayura Sandeep: She can see what if you your take on how, what is your take on how an NGO should change their crowdfunding strategy, considering the mid 19 pandemic.

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Mayura Sandeep: Do you believe that donors will face an exhaustion of donating towards Kovac 90 and that's not donate to other important causes such as education or underprivileged children.

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Mayura Sandeep: BIANCA yes

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priyanka prakash: Yes, yes, sorry.

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Mayura Sandeep: Or

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priyanka prakash: No, I can share my thoughts. You can add to it as well. Yes, there will be a

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priyanka prakash: Yes, we will see a donor fatigue over the next few months, because I think

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priyanka prakash: When it comes to donations, the country has seen an unprecedented amount of funds being donated over the past three months. I think it's very important to make sure that you are, you know,

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priyanka prakash: I hope you're keeping in touch with your previous donors your donor database letting them know of the need of funds that you need. And I think that's very important, right, being very clear on why is it that you need funds.

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priyanka prakash: Making sure that you're in touch with your donors engaging them through content emails or social media posts on any other ways that is required.

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priyanka prakash: And going back to them with clear you know requirements, I think is very important. You should expect a lower conversion rate, no doubt. But having said that there's no reason why you should not continue to build on your efforts as you always do.

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Mayura Sandeep: Correct. Got it.

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Mayura Sandeep: And I'd also say that is

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Mayura Sandeep: In the beginning, she can should NGOs change their crowdfunding strategy, considering the pandemic, I think. Yes, because

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Mayura Sandeep: All NGOs are facing somebody or the crisis because of the pandemic. Right. You may not be doing relief work directly, but you are supporting your

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Mayura Sandeep: Beneficiaries or

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Mayura Sandeep: In some way so if it, if it does add value. And if it's going to raise your fundraising results. Why not, you know, connect your cause to the public 19 crisis and make this a code 19 fundraiser.

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Mayura Sandeep: Okay, there's a question from Robbie, which says, What are the opportunities for unrestricted fundraising on this platform.

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priyanka prakash: See when it comes to as a crowdfunding platform, we do not really specify that it has to be for

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priyanka prakash: You know, specific programs that you have to raise funds on you can respond restricted funds. Also, and I think as as NGOs.

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priyanka prakash: We do not talk enough about the unrestricted funds that we all need so that we can scale fundraising so that we can scale our capabilities. So we never, you know, put a restriction on that so

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priyanka prakash: Yes, you can. Come, come join you can join our crowdfunding platform and raise funds for unrestricted funds as well.

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priyanka prakash: The only suggestion is that, be very clear on what is the why you need those funds, how will it help you. I will help scale the NGO to so being very clear, clear helps inspired owner trust.

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priyanka prakash: The challenge that I have seen is when NGOs come and say that, you know, I want to raise unrestricted funds dinner did not talk their content does not clarify what is that unrestricted funds for. Why is that required for you as an NGO

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priyanka prakash: Otherwise donors tend to not trust it. So, be very clear on it and you know you can definitely leverage the platform to response, but that

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Mayura Sandeep: That's great. I think this is one of the clear advantages of crowdfunding over corporate fundraisers raising funds to cut it short, or it tonight.

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Mayura Sandeep: So there's a question from an slim she say

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Mayura Sandeep: Most NGOs are in a hybrid model with a combination of nonprofit and for profit, so does the crowdfunding platform support for profit social enterprises as well.

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priyanka prakash: So most fundraisers do allow you to raise funds for for profit models as well. But I'd given the majority majority of our focuses for not for profit. Having said that, if the

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priyanka prakash: If the social enterprise or for profit entity is raising funds for the poor across any of the sustainable development goals. Then we allow it.

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Mayura Sandeep: Then you will have it in hybrid. I think there is a nonprofit element. Anyway, so they could raise to that. Yes.

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Mayura Sandeep: Please share the latest of crowdfunding website link from the beginning and do that cider. I'll send it maybe in the mail later on.

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Mayura Sandeep: Are there any examples of NGOs that have totally been running their programs only through crowdfunding. I'm not sure we have any way we would like to commend

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priyanka prakash: Um, I don't know. Only crowdfunding. But I know NGOs who are extremely successful on crowdfunding. For example, if you look at a team Everest. The campaign that my

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priyanka prakash: You know, highlighted at the beginning of this call. They are an extremely strong crowdfunding fundraising NGO, and they do that by by building a very strong

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priyanka prakash: network of volunteers who believe in their cause and most of their volunteers end up raising funds for them. So it's a it's a great example of an NGO being very successful on a crowdfunding platform.

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Mayura Sandeep: Right and their secret sauce is all to peer to peer fundraisers.

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priyanka prakash: Yeah, that's

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Mayura Sandeep: Been happening on it so you guys can get that

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Mayura Sandeep: Any crowdfunding done by collaborating two or more NGOs together.

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priyanka prakash: Yes, absolutely. Like I said, we run a lot of missions, where, for example.

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priyanka prakash: Let's take meals as a campaign of mission right we want to raise funds for providing meals for people who don't have any income during the covert period.

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priyanka prakash: Now there are 10s of trusted NGOs who are doing that work and we bring all those NGOs, together we create a large mission and we raise funds for that.

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priyanka prakash: If you go to India fights Corona dot o RG, which is a given the mission page you will sites, you will see several missions, each one of those missions we raise funds for multiple NGOs.

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Mayura Sandeep: Got it's it's a cost based rather than organization.

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Yeah.

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Mayura Sandeep: Because she says, how does the matching campaign work and who can who are generally the kind of funders who do the matching contributions to help

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priyanka prakash: Matching matching is provided, usually by foundations of philanthropists, or even corporate CSR funds specifically and their purpose is to use

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priyanka prakash: Leverage matching our to increase the retail fundraising.

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priyanka prakash: And give India. Usually when we run a given their fundraiser challenger charity house we bring in matching amount so that

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priyanka prakash: NGOs can tell their donors that hey, if you donate on this crowdfunding campaign of mine. Today I have a possibility to get 25% matching more matching

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priyanka prakash: So that helps increase your conversion with your donors. That is the reason why we do that we have, you know, a long standing relationship with foundations corporates, and several other philanthropists, who provide the matching

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priyanka prakash: Opportunities.

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Mayura Sandeep: Okay, so this effort is by the platform by give India and not by the NGO to find the funder. Yes, yes.

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priyanka prakash: Even NGOs can do it. So this is a very simple example. For example, let's say that there is a certain philanthropists, who comes in and says, hey, I want to give you 10 lakhs today.

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priyanka prakash: For the work that you're doing. You can use that opportunity to create structure it that 10 lakhs as matching but raise more retail funding on that.

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priyanka prakash: You can go to your other donors and say, for every hundred rupees that you donate. There is this person, this philanthropists, who is giving hundred percent matching to you.

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priyanka prakash: That 10 lakhs is any way coming to you, you might as well use that as matching to raise more funds. So even NGOs can do that.

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Mayura Sandeep: That's a great idea.

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Mayura Sandeep: How to register on given day. I think I shared a link, you can

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priyanka prakash: No, I haven't shared a link yet my you find out about that link and share it with you.

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Mayura Sandeep: Link your fundraisers are given you

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priyanka prakash: Know that's a campaign example.

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Mayura Sandeep: Sure, sure. You can just Google. I mean, go to fundraisers got given day dot one body, and I think you can find that it's still in the right the anchor.

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priyanka prakash: Should be. I look at and then we share it with you also

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Mayura Sandeep: Share it on me. Sure.

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Mayura Sandeep: Do we get the recording. Yes, I can share the YouTube recording link with you. How much maximum supporters has any campaign seen till now, for example, the abandoned infant campaign has 1500 supporters

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priyanka prakash: We have several campaigns, whether you know don't also in several thousands as well.

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priyanka prakash: I think for us. The biggest has been covert campaigns that we've ran where we've got about two and a half black fund our donors come in and support us on our fundraiser platform.

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priyanka prakash: But it an NGO level several NGOs like boomy team Everest help page cry, etc, they all see several thousands of donors come in and support as well. It really depends on how much you're promoting it. And what is your existing donor base also

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Mayura Sandeep: Do I have to submit a report to give India.

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funhouse

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Mayura Sandeep: Money is utilized

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priyanka prakash: So on our fundraisers platform. We do not, it's not mandatory. However, we do insist that you provide updates to your donors.

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priyanka prakash: Because that inspires trust. However, if you have to register on a subscription giving platform or if we pick or if we partner with you to do any partnership campaigns or missions, then yes, you will have to provide us reporting on how you're utilizing the funds.

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Mayura Sandeep: He did we have registered in give India, how long will it take to receive the funds.

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Mayura Sandeep: Okay, I think they mean once the campaign is set up when they start

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Mayura Sandeep: receiving funds.

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priyanka prakash: Are not only have

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priyanka prakash: We have a monkey disbursement cycle, but we can also, you know, for urgent needs. We can work on ad hoc disbursement cycles as well.

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Mayura Sandeep: So is that something that will get in touch with you and discuss

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priyanka prakash: Yes, yeah.

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Mayura Sandeep: What is UT. And so you TM is a tracking code that helps you track where the funds are coming from like the ankle was saying there are multiple

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Mayura Sandeep: Places where you set up your campaigns that could be an email campaign. It could be a social media campaign. So you need to know where the source of your clicks the donors that are coming in to donate

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Mayura Sandeep: We can try companies and colleges

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Mayura Sandeep: So you mean whether companies and whether colleges can set up campaigns. I think that's what they mean. I think if it's no

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priyanka prakash: Secret colleges. I think God of colleges help you find that large volunteer base, which should help you create more successful fundraiser platform. So do engage with colleges with companies, you'll have to go for corporate CSR fund fundraising with them. Right. Okay.

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Mayura Sandeep: How do you retain donuts. Today, the next webinar is going to be about donor management to do it in debt.

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Mayura Sandeep: While healthcare children and education are the most successful in your experience, are there any causes where crowdfunding has just not worked. It's a good question.

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priyanka prakash: Um, I wouldn't say I haven't. I have an example of that, because we have seen

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priyanka prakash: successful campaigns from a wide range of, you know, diverse causes. It all depends on how the nonprofit or the person who's running the campaign.

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priyanka prakash: Creates the content engages with their donors and you know how they promoted. So no, I don't think there's a nice specific cause that wouldn't work per se.

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Mayura Sandeep: Great. I think that's the end of our q&a session. I'm sure it was very useful for the few. Thank you. Bianca, that was extremely very nice of you to be here and spend your time with all of us today.

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priyanka prakash: Thanks so much. Thank you for having me on, on here.

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priyanka prakash: I hope you find it useful, if any of you are interested to learn more about given their fields. My Ride share the link with you, please share it with everybody. We'd be happy to support

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Mayura Sandeep: You Ali and do that. I just need one more minute of your all your time.

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Mayura Sandeep: Okay, so I just have a small update

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Mayura Sandeep: So, these

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Mayura Sandeep: Events that were webinars that we are running are all voluntary events. So we don't charge any fee for running them or for you to attend them.

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Mayura Sandeep: They run to volunteer support. So if you would like to volunteer your when you are. You want to be a promoter for these webinars or you want to

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Mayura Sandeep: Take the video or you want to be part of the organizing crew so very soon. These are going to be live events we're doing webinars. Now, because of the situation, but

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Mayura Sandeep: Soon these will be conducted in Bangalore at a specific when you and you will all be invited. So you could always write to me on that email address and I could make you part of the team.

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Mayura Sandeep: So our next two events are announced already on the same Meetup group where you registered for this one. Our next event is about online donor management tools.

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Mayura Sandeep: And then we have one coming up in September on social media, best practices for NGOs, so do register for these events as well. I will put up information about them as in when we have them have more information.

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Mayura Sandeep: So thank you all and you can get in touch with me on this email id for anything, any questions that you have, or suggestions that you have

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Mayura Sandeep: This was our first event first webinar for that squared Bengaluru and we plan to have monthly events going forward. So your suggestions will be very helpful. Thank you all for being here today. Thanks again.