Lifesaving Livestreaming: A RAD nonprofit fundraising strategy

January 28, 2020
5 minutes

When Funraise CEO Justin Wheeler sat down with Rise Against the Disorder (RAD) CEO Jason Docton, he discovered a wealth of knowledge from an experienced, successful organization that relies on livestreaming to fund almost all of their lifesaving efforts.

We've distilled Jason's advice, but for a cliche-crushing, perspective-bending view of modern fundraising, listen to the conversation. It'll stick with you, promise. (Yes, we recognize the irony of watching a recording about livestreaming...)

And once you're ready to try livestreaming yourself, talk to a Funraise fundraising expert to find out more about the galaxy's best nonprofit tools.

**Just a note, we didn't know what a 'broadcaster' was before this convo, but it's pretty simple: A broadcaster is just a person who livestreams.

Jason talks about how RAD began...

We had a goal. We set out to raise $1000... but we had no idea how to fundraise. Gaming was the safety net.

and then looks back at what RAD has accomplished...

Through the gaming community, we've been able to create and sustain a universal mental healthcare program that's helped 30,000 people get free mental health care.

Whoa! Go, RAD!

So, what did RAD do to raise $1 million through livestreaming?

We did next to nothing.

Here's another quote to blow your mind: RAD's average donation is $4. Imagine raising $1 million, $4 at a time. With no effort on your part.

Jason chats about traditional fundraising—taken to livestream...

Livestreaming is... just as simple, if not easier. Livestream fundraising really isn't all that different from traditional fundraising. Livestreaming fundraising is much more intuitive and much further reaching. You need a story to tell and you've gotta be a good storyteller.

Here are Jason's top 3 'go live' action items for a nonprofit:

  1. Get your brand narrative set. Make your story strong and consumable.
  2. Find people who can carry the narrative. You need people who can communicate it, who relate to it, and who are impassioned by it.
  3. Provide your fundraisers with the tools they need.

It seems too good to be true. An organization literally has to expend zero effort to get started?


Can you give us a little more, Jason?

Instead of treating the broadcaster like a talent or influencer, treat them like a donor. You reach out to them and let them know "This is what my mission is. I'd like for you to get involved." They often want to take it away themselves. They want to be involved.

So, what inspires people to give through livestreams?

Interaction is what makes livestreaming successful. When you "go live", you're offering people an opportunity to be a part of what you're doing in realtime, not just after the fact. Experiences are a powerful way to drive interaction.

How does Funraise factor in your fundraising?

It wasn't until we began talking [to Funraise] that we found Funraise is a tool where we can actually pull all of that information and be able to understand and convert a lot of these people from just donating because they found us through a broadcaster they like to being able to give them the critical information they need to stay involved with our org.

On behalf of Funraise, thanks, Jason! We'll be looking at RAD to do amazing things with Funraise technology.

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