Priyanka Singh, chief Executive, Seva Mandir

1. Building Lasting Donor Relationship-
Online Giving
Experiences of Seva Mandir, Udaipur
www.sevamandir.org

2. Critical
Premises
•The Program/project up for fund raising is sound, has
a relevance, resonates with donors and impact
•The intervening organization needs to have
capabilities to prepare regular updates/ reports, and
regular internet connectivity

3. The Online Marketplace
Direct human appeal, simple - clear logic, tangible outputs
like children’s education, horticulture, immunization
connect with people
Seva Mandir’s project on education and immunization gets more donation as
compared to the project on Building self reliant rural communities in
India, and Increase profits for 3500 poor farmers in India
Education Community Dev

5. Connecting with Donors Online
• Give specific measurable goals
• Transparent costing
• Simple language
• Avoid jargon
• Supplement with clear pictures showing
human emotion and activity

6. Advantages
of Online
Portals
•Provides credibility to donors on behalf of organization
(due diligence/reference check visits)
•Allows to reconnect with individual well- wishers,
friends, ex- volunteers especially those who cannot make
large donations but can make small regular donations
•Unknown new donors also come who otherwise would not
know you
•Regularity a key feature
•Individuals, unlike institutional donors, do not change with
themes and sectoral preferences

7. •They may also endorse your organization to corporate or
other bulk donors
•Create additional exciting/fun opportunities for fund raise
e.g. competitions/registries
•Some Online portals such as GG have simple feedback
mechanism where you do not have to track exactly a penny-
but report on outputs or outcomes
•However, there are others who make it quite complicated
where even very small donations such as $ 10 have to be
tracked and reported on
Advantages
&-------

8. Reporting, Donor Feedback
• Regularity
• Reporting calendar
• Personalized reports
• A human story
• Try variety- short videos, letters
• Some other online portals do not
have such flexibility in reporting
•Updates do lead to more donations-
Communication is key as most donors
are strangers, plus create a feel good
factor

9. How??
• Weaving in reporting requirements within the
core structure of organization will ensure
regularity and consistency
• Calendar is still important
• Set up systems to review quality, style and
content of feedback
• Senior leadership writing in also adds to
bringing the donor closer
• Acknowledge the Donor

10. Social Media and Staying Connected
• Global Giving Challenges are a great opportunity
to boost funds
• Thank Your donors after the challenge
irrespective of the result
• Amplify it with more exposure on social media
• Social media allows you to stay connected with
your donors
Visibility on social media may not lead to more
funds but it helps

11. Donor
Stewardship
• Donors prefer human contact
• One person managing donor
communications
• Strategy for donor acknowledgement
when there are many donors

12. Donor Segmentation
• Communication strategies
will differ for regular donors,
corporate donors etc
• Online donor segmentation
strategy required as well

13. •Activities which are less donor friendly
take a back seat
•Risk of giving only simple success
stories – takes away the challenges and
failures of this work of social change
Challenges

14. •Online Portals are not just useful for fundraising but also
maintaining relationships with new and existing donors
Conclusion

15. Thank You