Social Fundraising: Expanding Beyond the P2P Fundraising Event
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Connect with supporters, activate donors, and raise money online. Nonprofit experts share their extensive knowledge and expertise in online marketing and fundraising, email communication, social media, mobile engagement, and much more. http://www.blackbaud.com/npexperts
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Social Fundraising: Expanding Beyond the P2P Fundraising Event
- 1. 5/8/2013 Footer 1 SOCIAL FUNDRAISING EXPANDING BEYOND THE FUNDRAISING EVENT! Practical ways to connect with supporters, activate donors, and raise money online. www.bit.ly/npEXPERTS #npEXPERTS
- 2. 5/8/2013 Robyn Mendez | #npEXPERTS 2 TODAY’S NPEXPERT Robyn Mendez Product Marketing Manager Blackbaud Interactive robyn.mendez@blackbaud.com @robynmendez
- 3. 5/8/2013 Robyn Mendez | #npEXPERTS 3 Social Fundraising • Define Social Fundraising • Review the Trends • Social Fundraising Examples • Tips for Getting Started WHAT ARE WE TALKING ABOUT TODAY?
- 4. 5/8/2013 Robyn Mendez | #npEXPERTS 4 A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization. WHAT’S SOCIAL FUNDRAISING? Non Profit
- 5. 5/8/2013 Robyn Mendez | #npEXPERTS 5
- 6. 5/8/2013 Robyn Mendez | #npEXPERTS 6 WHAT ARE THE TRENDS TODAY? Trend #1: Expansion of Online Tools to Traditional Offline Third Party Fundraising Activities
- 7. 5/8/2013 Robyn Mendez | #npEXPERTS 7 WHAT ARE THE TRENDS TODAY? Trend #2: Creation of Online Only Social Fundraising campaigns
- 8. 5/8/2013 Robyn Mendez | #npEXPERTS 8 WHAT ARE THE TRENDS TODAY? Trend #3: Increased adoption of charity programs in conjunction with traditional athletic events
- 9. 5/8/2013 Robyn Mendez | #npEXPERTS 9 WHAT’S DRIVING THE SOCIAL FUNDRAISING TRENDS? Pressure from the Bottom: Demand from Fundraisers Pressure from the Top: Demand from Organizational Leadership
- 10. 5/8/2013 Robyn Mendez | #npEXPERTS 10 • Grow Overall Fundraising • Keep costs low • Increased competition from competing organizations • Diversify Fundraising Efforts TREND DRIVER: NEED TO GROW OVERALL REVENUE Pressure from the Top: Demand from Organizational Leadership Social Fundraising is… • Relatively Low Cost to Set Up • Relatively Low Cost to Maintain • An Expansion of Fundraising Footprint
- 11. 5/8/2013 Robyn Mendez | #npEXPERTS 11 • Popularity of Social Media & Smartphones • Commercial Commerce Trends: The Starbucks Effect • Prevalence of Event Fundraising • Event Fundraising Fatigue TREND DRIVER: DEMAND FROM FUNDRAISERS Pressure from the Bottom: Demand from Fundraisers Social Fundraising is… • Highly Flexible • Inherently Social • Easily Accessible • An Alternative to Traditional Event Fundraising
- 12. 5/8/2013 Robyn Mendez | #npEXPERTS 12 SOCIAL FUNDRAISERS ARE VERY SUCCESSFUL… … BUT THEIR RETENTION RATES ARE LOWER.
- 13. 5/8/2013 Footer 13 SOCIAL FUNDRAISING: ONLINE CAMPAIGN EXAMPLES
- 14. 5/8/2013 Robyn Mendez | #npEXPERTS 14 WATERCAN: DONATE YOUR SPECIAL DAY
- 15. 5/8/2013 Robyn Mendez | #npEXPERTS 15 THE SALVATION ARMY: ONLINE RED KETTLE
- 16. 5/8/2013 Robyn Mendez | #npEXPERTS 16 ALZHEIMER’S ASSN: THE LONGEST DAY In Year 1, 200 Teams Raised $236K
- 17. 5/8/2013 Robyn Mendez | #npEXPERTS 17 MICHAEL J. FOX FOUNDATION TEAM FOX
- 18. 5/8/2013 Robyn Mendez | #npEXPERTS 18 FOOD BANK OF NEW YORK CITY: VIRTUAL FOOD DRIVE
- 19. 5/8/2013 Robyn Mendez | #npEXPERTS 19 NATIONAL MS SOCIETY: DIY FUNDRAISING
- 20. 5/8/2013 Robyn Mendez | #npEXPERTS 20 TIPS FOR GETTING STARTED
- 21. 5/8/2013 Robyn Mendez | #npEXPERTS 21 • Brainstorm Opportunities - What types of Social Fundraising Programs are right for your org? • Map out a Plan - Should you run a pilot before heavily investing? - Budget? Staff? - Marketing & Communication Plan • Tie the Campaign to your Mission & your Org - Participants have choices, make your org the right choice • Have a Home Base for all tools and interactions - Consolidate all your activities into a central online location - Keep Social Media linked to your central online spot • Stay Constituent Focused - Solicate feedback - Acknowledge success SOCIAL FUNDRAISING CAMPAIGN PLANNING Read More @ npEngage.com/event-fundraising
- 22. 5/8/2013 Robyn Mendez | #npEXPERTS 22 SOCIAL FUNDRAISERS ARE VERY SUCCESSFUL… … BUT THEIR RETENTION RATES ARE LOWER.
- 23. 5/8/2013 Robyn Mendez | #npEXPERTS 23 • Own your supporters & donors – Get their contact info & email! • Develop a cultivation communications plan - Acknowledge your top fundraisers • Invite your social fundraisers to stay involved - Volunteering - Advocacy - Traditional RWR Events TIPS FOR KEEPING YOUR SOCIAL FUNDRAISERS
- 24. 5/8/2013 Robyn Mendez | #npEXPERTS 24 QUESTIONS?
- 25. 5/8/2013 Robyn Mendez | #npEXPERTS 25 • NPEngage Blog - www.NPEngage.com/event-fundraising • P2P Benchmark Study - www.blackbaud.com/p2pbenchmark ADDITIONAL RESOURCES
- 26. 5/8/2013 Robyn Mendez | #npEXPERTS 26 NPEXPERTS > DOWNLOAD THE FREE EBOOK Connect with supporters, activate donors, and raise money online. Nonprofit experts share their extensive knowledge and expertise in: - Online marketing and fundraising - Email communication - Social media - Mobile engagement Download the npEXPERTS eBook and register for free webinars at www.blackbaud.com/npEXPERTS
- 27. 5/8/2013 Robyn Mendez | #npEXPERTS 27 Blackbaud’s two Peer-to-Peer Fundraising solutions, TeamRaiser and Friends Asking Friends, are built with powerful social and mobile tools, intuitive reporting and contemporary designs to support a wide variety of events. > http://bit.ly/TeamRaiser > http://bit.ly/FriendsAskingFriends
Editor's Notes
- Overall – Define P2P / DIY List of all the different names Why is this a big trend Client Example / Success StoriesThings to consider with Technology – Branding flexibilityownership of donorsOwnership of participants (vendor won’t email them)
- This style of fundraising has lots of different terms: Third party fundraising, peer-to-peer fundraising, independent fundraising events… While the terms vary, the concept stays the same…. Organizations asking individuals to soliciate donations from individuals.
- This idea of Third Party fundraising is not new. Many organizations have support this style of fundraising in offline forms for years… the driving trend is providing online tools that integrate into social media to help supplement those activities that traditionally took place in the offline space. When I was working for Komen Houston, we regularly received calls from fundraisers interested in organizing an activity to raise funds in support in
- Increased Competition Today there are often multiple organizations within a single geographic area that support the same cause. For example, In Houston, there are easily 5 different organizations that support the mission of ending breast cancer or helping individuals impacted by Breast Cancer. Increased # of traditional RWR style events –
- As I mentioned earlier, historically third party fundraising was limited to the world of check writing and offline activities. Prompted in part by the significant growth of traditional RWR fundraising events and compounded by the shift in modern communication toward social media like facebook and twitter, Today’sFundraiser is looking for the flexibility to “order up” exactly how they want to fundraise for the causes that are important to them… They was to define the details of what, where, when, how and who they are fundraising for. What – the activity – For those organizations who have been conducting tradition RWR fundraising events, there is a portion of your participant base who is burned out or tired of participating in the same walk year-over-year. These participants are still loyal to your mission and your organization, so it’s important to provide additional avenues Where & When – How – Chances are that your fundraising have participated in a Runnning, Walking or Riding event in the past. These events traditionally have served an acquisition tools in our marketplace. Participants who have experienced the fundraisingI listed who last intentionally… As many of your know, competition to gain the attention of new fundraisers is increasing. Off the top of my head I can name off 5 different organizations in my city who all have the mission of curing and support women with breast cancer – Some are local, while others are local affiliates of national organizations.
- I just shared some of the successes that National MS Society experienced. Having worked with smaller organizations, I want to encourage you that these successes are not limited to large national programs.We learned in the P2P Benchmark Report that was release in March of this year that Third Party of Social Fundraiser significantly out-perform their peers who are participating in RWR style events.
- Smaller organization based in Canada, whose mission is to provide clean drinking water to African Communities
- NMSS Challenges:Third Party Fundraisers needed access to the online tools available for NMSS marquee eventsLocal Chapters needed an easy-to-deploy, easy-to-manage, localized DIY solution.National HQ needed to expand their fundraising footprint in a consistently branded, Chapter-friendly way.ResultsSet a first year goal of $300K and raised more than $1.5 million.One chapter Increased fundraising average from $500 to $6,300 with the inclusion on online toolsLaunched a national campaign with one consistent brand all on the same day.
- I just shared some of the successes that National MS Society experienced. Having worked with smaller organizations, I want to encourage you that these successes are not limited to large national programs.We learned in the P2P Benchmark Report that was release in March of this year that Third Party of Social Fundraiser significantly out-perform their peers who are participating in RWR style events.