What's Hot in Peer to Peer Fundraising: Industry Trends from TeamRaiser & Friends

What’s Hot in Peer to Peer Fundraising:
Industry Trends From TeamRaiser & Friends
PRESENTED BY:

A FUN, HIP, SMART GROUP OF PEOPLE

9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1

LOOK WHO’S TALKING

Team TeamRaiser (TR)
Deepa Karani, Client Strategy Executive, Blackbaud
Nancy Palo, Senior Strategy Consultant, Blackbaud

TR Friends
Mark Becker, Founding Partner, Cathexis Partners
Jennifer Brady, Director, Digital Platforms, American Cancer Society
Melissa Dreyer, Director, Interactive Events, American Cancer Society
Donna Wilkins, Founder & President, Charity Dynamics

HOW WILL YOUR LIFE CHANGE IN THE NEXT 90
MINUTES?
We DON’T want to
see this!!
• Learn about key social & mobile industry trends
• See examples of social & mobile-enabled
TeamRaisers
• What’s this we hear about Do-It-Yourself (DIY)
fundraisers?
• See DIY fundraisers using TeamRaiser
• Make a new friend or two who knows more
about Peer to Peer than you!

BUT THIS!!


#BBCON TWEET YOUR TRACK:
#bbinteractive #bbcultural
#bbk12 #bbanalytics
#bbfundraising #bbcrm
#bbfinancial #bbprodev
#bblearnlab


LET’S LEVEL SET - WHAT IS PEER-TO-PEER
FUNDRAISING?


WHAT’S PEER-TO-PEER FUNDRAISING?
• A style of fundraising where an organization recruits individual supporters
to ask their friends and family to donate to that organization.

Non Profit

P2P Fundraising is almost always connected to some form
of event or milestone.


What’s HOT in Social
PRESENTED BY
DONNA WILKINS, CHARITY DYNAMICS
MELISSA DREYER, AMERICAN CANCER SOCIETY


EVERYWHERE


EVERYTHING


ALL THE TIME


SOCIAL MEDIA
THREE STRATEGIES


GOALS
Measurements
• Participants to reach more money
• Increase number of donors
• Increase average gift size
• Engage and Retain More Participants
• Increase registration
• Increase team size
• Increase percent event participation
• Increase retention


• Grow
Broadcast
• New participants and donors

• Learn
• Segmentation, Coaching, 80/20
Utilize • Endorsement

• Impact
• Fundraising, Involvement, Experience, Reduce
Empower Churn


AVAILABLE VS. ATTAINABLE

Online Activities

Profile Offline
Demographic Activities


IMPACT – LOOK FOR THE RIPPLE EFFECT


WHAT IS THE ASK?

• Share – forward, like, comment

• Promote – write, campaign, vote

• Create – post, link, integrate

• Extend – augment, adapt

• Support – give (donations, registrations,
volunteer)


EXAMPLES


SHARE IN NAVIGATION AND MULTIPLE PLATFORMS


SOCIAL MEDIA LOGIN


PARTICIPANT PEER TO PEER OPTIONS


SOCIAL MEDIA PAGE

32

BOUNDLESS FUNDRAISING


ONLINE MOBILIZATION INCL. SOCIAL


70 views or
impressions
on a post

To reach 70 views or
impressions in
Boundless Fundraising
Application, we need:

ONE Boundless
User

SOCIAL COMMERCE AND FUNDRAISING


F-COMMERCE

• Almost 25% of total internet time is spent on
Facebook
• Users are 4 times as likely to conduct a transaction
inside of Facebook if it is referred to them by a
trusted friend.

For fundraising, this means integrated
Facebook event registration and
donation transactions.


WHAT CAN WE DO TODAY?


ENCOURAGE TRANSACTIONAL SHARING


LEVERAGE SOCIAL PLUG-INS


ENCOURAGE PHOTO AND VIDEO SHARING

In a study of the top 10 brands on
Facebook, users liked photos twice as
often as text updates. And they shared
videos 12 times more than photo and
text posts combined.


CREATE SHAREABLE INFOGRAPHICS


CREATE SHAREABLE ASSETS


CREATE SHAREABLE VIDEO CONTENT


What’s HOT in Mobile
PRESENTED BY
MARK BECKER, CATHEXIS PARTNERS
JENNIFER BRADY, AMERICAN CANCER SOCIETY


MOBILE STATISTICS
• 88% of US adults own a cell phone
• 55% of these are cell Internet users
• 17% report to access Internet mostly on cell phone

Source:


THE MOBILIZATION OF TEAMRAISER REGISTRATION

• Responsive Web Design


MOBILE OPTIMIZED EVENT REGISTRATION


USING THE TEAMRAISER API S
• Cathexis Partner’s “TR2Go” event dashboard


USING THE TEAMRAISER API S: WWW.SKECHERSFRIENDSHIPWALK.COM
• Skechers Foundation’s Friendship Walk


AMERICAN CANCER SOCIETY
MOBILE UPDATE
FALL 2012

JENNIFER BRADY


INDEX

1. Background
2. Mobile Strategy
3. Mobile Projects

57

BACKGROUND

• Why is mobile important to ACS?

58

WE ARE ALL WIRELESS

311M
US Population

Wireless Subscribers 331M

US wireless penetration 104% (+6% yoy)
US wireless-only households 31% (+5% yoy)
Mobile devices are rarely more than  4 feet  from their owners.


WE ARE ALL MOVING TO MOBILE

• The number of people
accessing the mobile
Internet is expected to
overtake the PC as the
most popular way to get
on the Web within five
years.
• Average Americans
spend 2.7 hours a day
socializing on a mobile
device.

60

MOBILE REACHES KEY
DEMOGRAPHICS

61

62

KEY
POPULATIONS
- AND -
ACTIVITIES


MOBILE STRATEGY

• How did we make it happen?

64

2010: LOW AND SLOW

• History: Piecemeal
• Expertise: Minimal
• Enthusiasm: General
• Vision: Vague
• Resources: Limited
• Urgency: Not Enough


2011: READY TO GROW

• Comprehensive strategic
plan
• Well-defined priorities
• Support from leadership
• New vendor relationships
• New staff assignments
• Budget!


2012: MOBILIZED!

• 4 major mobile launches
• Measurable impact on
goals
• Mobile workflows defined
• Integrating with other
channels
• More projects and phases
in development


STRATEGIC ALIGNMENT

Align with ACS
ACS BRAND STRATEGY Brand and
stay well, get well, find cures, fight back
Digital Channel
strategies, and
work in concert
with Social,
DIGITAL CHANNEL STRATEGY
Web, SEO
strategies.

Social Mobile Website
Strategy Strategy Strategy

68

STRATEGIC OBJECTIVES

Build the Platform and the Process

Integrate and Educate in the Enterprise

Engage Consumers

Improve Mobile Fundraising

69

BUILD THE PLATFORM AND THE
PROCESS
• Establish vendor relationships and internal
competence that support core mobile program
components:
- Mobile Web
- App Development
- SMS (Text Messaging)
- Text To Give
• Define workflows, guidelines, roles and
responsibilities to manage mobile projects.
• Align with enterprise Demand Management process.
70

INTEGRATE/EDUCATE THE
ENTERPRISE
• Establish mobile as a critical part of the integrated
online marketing stream.
- Identify mobile needs and business goals in
business areas throughout the enterprise.
- Create mobile elements that augment existing
campaigns and programs.
• Communicate mobile development processes,
workflows, and best practices to key staff.
- Identify, train and enable mobile decision makers
and content managers throughout the enterprise.

71

ENGAGE CONSUMERS
• Use mobile to generate excitement, loyalty, and
satisfaction with ACS campaigns and events in the
consumer marketplace.
• Extend the Society’s trusted and comprehensive
library of cancer information onto mobile devices for
fast, easy consumption by cancer info seekers.
• Leverage the intimacy and immediacy of mobile to
create measurable mobile health tools that support
Signature Strategies.

72

IMPROVE MOBILE FUNDRAISING
• Develop mobile-friendly donor form (done)

• Upgrade Text To Give program

• Test other mobile transaction modes
- Credit card readers such as Square, Sage, Mobilized
- Phone-based payment - mobile wallet
- Text-to-Pledge
- Call center queuing from mobile hot-link
- PayPal, Amazon Payments, Serve

73

MOBILE PROJECTS

• Challenge accepted…

74

MAJOR MOBILIZATIONS

Mobile Web
m.cancer.org
m.relayforlife.org
Making Strides Against Breast Cancer
DetermiNation
Mobile Apps
Relay For Life
Making Strides Against Breast Cancer

75

MOBILE WEB

• Information, trust, speed, consumption

76

M.CANCER.ORG

Objective: Create a mobile-specific version of
cancer.org.
Approach: Uses a real-time proxy with dynamic page
re-structuring to mobilize all the content on cancer.org
(approx. 7,000 pages).
Result:
• Mobile-friendly site delivers cancer.org content,
customized for easy viewing on a smart phone.
• Content published on cancer.org: Instantly live on
m.cancer.org.
• Puts our trusted cancer information in consumer’s hands
when they need it, where they need it.
77

A MOBILE-FRIENDLY VERSION OF THE OUR
FLAGSHIP WEB SITE, CANCER.ORG.


M.CANCER.ORG

• Site launched in October 2011 (on time, on budget).
• Key performance indicators all show positive
growth.
• Enthusiastic reception by ACS staff, consumers,
media.
• Vendor that implemented m.cancer.org also
developed m.relayforlife.org.

31


MOBILE TRAFFIC IS INCREASING

• 4.4 million mobile visits since launch
• Mobile as percentage of total site visits has
increased

80


MOBILE CONTENT USAGE DIFFERS

Desktop Desktop Page Mobile Mobile Page
Rank Rank
1 Homepage 1 Learn > Signs and Symptoms of Cancer
2 Learn About Cancer Index Page 2 Homepage
3 Learn > Signs & Symptoms of Cancer 3 Learn > Testicular Cancer > Do I …
4 Healthy > Guide to Quitting Smoking 4 Healthy > Guide to Quitting Smoking
5 Donations Form 5 Healthy > Calorie Counter Calculator
6 Healthy > Calorie Counter Calculator 6 Donate Online Now
7 About Us > Employment Opportun .. 7 Learn > Testicular Cancer > Signs
8 Learn > Breast Cancer Landing Page 8 About Us > Employment Opportun ..
9 Learn > Testicular Cancer > Do I … 9 Make a Donation
10 Get Involved Index Page 10 Cancer Facts and Figures

81


M.RELAYFORLIFE.ORG

Objective: Establish a mobile website for Relay For
Life that provides a mobile point-of-presence for the
Relay Experience for both registered and not yet
registered users.
Approach: Leverage proxy-style solution to mobilize
both UCM and Convio pages cleanly with vendor-
based support model that minimizes parallel
publishing, allows for easy content updates and
minimizes ACS technical and editorial effort.
Result: Launched early June 2012!


M.RELAYFORLIFE.ORG

• Information for both registered Relayers and those
interested in learning more.
• Single source publishing across multiple platforms
and content owners.
• No additional work for field and event staff.
• All content is scheduled to be mobilized, similar to
m.cancer.org.
• Mobilization of Convio functionality to launch in late
winter.

83

MOBILE MAKING STRIDES AND DETERMINATION

Objective: Create mobile-specific versions of the
Making Strides Against Breast Cancer and
DetermiNation fundraising Web sites.
Approach: Leverage Convio APIs and inherent
platform capabilities to produce mobile-friendly pages
that deliver the SAME content and similar interactions
as desktop site.
Result: User-friendly mobile sites allow supporters to
get local info, donate, register. No additional content
creation tasks for ACS field staff.


GET LOCAL INFO, DONATE, REGISTER


NO ADDED CONTENT CREATION TASKS FOR
ACS FIELD STAFF


INFO FOR BOTH REGISTERED RELAYERS &
THOSE INTERESTED IN LEARNING MORE.


MOBILE APPS

• Ease, fun, features, richness, brand intensity

88

EVENT MOBILE APPS (RELAY AND
STRIDES)
Objective: Provide design and feature set direction for
updated Relay and new MSABC mobile apps available on
iPhone, Android & Blackberry devices. Include current
feature set with improved usability and navigation on the
front-end and upgrade to HTML 5 code on the back-end.
Consolidate two apps under a consistent framework for
support and design.
Approach: Work under a rapid application development
model with our partner, Charity Dynamics, to deploy ACS-
guided updates to the Mobile apps.
Result: Easier to update app for fundraising


RELAY FOR LIFE MOBILE APP


MAKING STRIDES MOBILE APP


‘DIY’ Fundraising is so HOT
PRESENTED BY
DONNA WILKINS, CHARITY DYNAMICS
MARK BECKER, CATHEXIS PARTNERS


MORE PEOPLE


MORE FUNDRAISING


‘DO IT YOURSELF’ (DIY) FUNDRAISING

• Allow you to say YES more

• More people raising more money in the ways that
are most comfortable to them

• Online toolkits make it easy for you to say yes to
more people


IT’S ABOUT THE DIY HOST

• High quality donor experience for the “host”

- Create a page with photos, updates, etc.

- Professionally request support for your organization and the
mission you care about

- Track donations, follow ups, thank yous

- Introduce friends and family to the organization

102

TWO CATEGORIES
DIY EVENTS


ALZHEIMER’S LONGEST DAY


MARKETING: AWARENESS EXAMPLE

108

AWARENESS

109

CHAMPION COACHING

110

COLON
CANCER
FOUNDATION


WATERCAN
CHALLENGE
2012


Each “Special Day”
option is a
Participant type


“Special Day” display options
controlled by “Promo Codes”


SECOND
HARVEST
FOOD
BANK


Only one
Participant
Type to
support
Team
Registration


END
EPILEPSY
YOUR WAY


ONLINE TOOLKIT CHECKLIST
1. Guidelines for events
2. TeamRaiser configuration
- Registration
- Waiver
- Fundraising tools
3. Mission toolkit
4. Promote awareness of the program
5. eCommunication
- Fundraising tips delayed auto-responders
- Quarterly community communication
- Social Media
6. Social media empowerment tools
7. Corporate sponsorship tips and kits
8. Toolkits for event types


WANT TO LEARN MORE ABOUT ‘DIY’ FUNDRAISING??

121

MARK YOUR CALENDARS FOR
PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!

Boot Camp will help you:
• Adopt a healthy fundraising lifestyle
• Tone up your mid level fundraisers
• Turn flab into social fundraisers
• Build a rock solid core by engaging top performers

Special Pre-Boot Camp
Session on Do It Yourself
Fundraising

November 5, 2012


#BBCON TWEET YOUR TRACK:
#bbinteractive #bbcultural
#bbk12 #bbanalytics
#bbfundraising #bbcrm
#bbfinancial #bbprodev
#bblearnlab

Thank you for coming to our
session!
Please provide your evaluation on our
session!

And don’t forget to tweet!!

CONTACT US:
Deepa Karani, Blackbaud Nancy Palo, Blackbaud
Deepa.karani@blackbaud.com Nancy.palo@blackbaud.com
www.blackbaud.com www.blackbaud.com

Mark Becker, Cathexis Partners LLC Jennifer Brady, American Cancer Society
mark@cathexispartners.com jennifer.brady@cancer.org
www.cathexispartners.com www.cancer.org

Donna Wilkins, Charity Dynamics Melissa Dreyer, American Cancer Society
donna@charitydynamics.com melissa.dreyer@cancer.org
www.charitydynamics.com www.cancer.org


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