Contenu connexe Similaire à Abila Peer-to-peer fundraising (20) Abila Peer-to-peer fundraising3. RICH DIETZ
Founder of Nonprofit R+D Technology Training for Nonprofit Professionals
Richard has over 20 years' experience working in
and with a wide variety of nonprofit, political, and
government organizations and holds a Masters in
Social Welfare (MSW) from UC Berkeley.
You can find Rich on his website
http://www.nonprofitrd.com
or tweeting @nonprofitrd.
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus
3
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4. JAMY SQUILLACE
Director of Product Management - Abila
Responsible for Abila Fundraising 50, Abila
Fundraising Online, Abila Grant Management and
netFORUM Pro.
Jamy has 16 years experience in product planning
and management. Her goal is to create and evolve
solutions that fulfill customer desires and exceed
expectations.
4
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5. AGENDA
What is Peer-to-Peer Fundraising?
Why is it important?
How to Get Started
Examples
Abila Fundraising Online
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7. PEER-TO-PEER FUNDRAISING
Standard Definition:
•
The process of empowering individuals and groups to raise funds on
your behalf by allowing (or assisting) them to communicate and solicit
prospective donors from their own networks and communities.
Also known as:
•
Person-to-person, Grassroots, Collaborative, Viral
More than just big events now
•
Most think of Komen, Livestrong, walks and rides
Now its so much more…
•
Birthdays, weddings, dog walks, dance offs, etc.
•
Board Fundraising, on-going campaigns
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8. EMPOWER YOUR DONORS
Seth Godin, author of the e-book “Flipping the
Funnel” defines peer-to-peer fundraising this
way:
Turn strangers into friends….
Turn friends into donors….
And then... do the most
important job:
Turn your donors into
FUNDRAISERS.
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9. TRADITIONAL VS. PEER-TO-PEER
Traditional Fundraising
One to Many (Org >> Supporters)
Impersonal, one-way, expensive, controlled message
Ineffective?
Peer-to-Peer Fundraising
Many to Many (Supporter > Supporter > Supporter…..)
Personal, Interactive, Inexpensive, uncontrolled message
Been around forever, but mostly offline
Much harder to do offline
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10. WHY IS P2P IMPORTANT?
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11. WHY PEER-TO-PEER?
Increases engagement (Donor retention)
Taking action deepens the relationship
Creates a Community
Example: Komen and LIVESTRONG wristbands
Very powerful (psychology)
Collective good, belonging, social recognition (Maslow)
Can be much more effective than traditional asks
Response rates can be 100 times higher
Red Cross vs. Grandma
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12. WHY PEER-TO-PEER?
Focus for social media campaigns (internal and external)
Something to take action on instead of just being seen
71.7% of Millennial donors said they’d be willing to
communicate with friends and family about ways to be involved
in an organization they support.
Asked who could get them to donate to an organization, most Millennial donors
say they would be likely or highly likely to give if asked by a
Family member (74.6%) or
Friend (62.8%).
Only 37.8% would be likely or highly likely to give if asked by
a coworker.
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13. Peer to Peer Fundraising…a Major
Breakthrough for Donor Acquisition
•
71 % of respondents have sponsored at least one event
•
67% gave because of the participant
•
50% of sponsors said the mission of the host charity was influential
•
32% were asked to make a second philanthropic gift since becoming a sponsor
(shame! this should be 100%)
•
14%-19% gave again (higher for younger donors, under 35)
•
57% -68% gave again because they had a positive event being a sponsor (higher for
younger donors, under 35)
•
How will they perform long term?
Cygnus Survey 2012
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16. YOU SHOULD.
BECAUSE THEY ARE THE LARGEST
GENERATION IN AMERICAN HISTORY
AND…
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18. THE LARGEST GENERATION
Traditionalist 1925-1945 (38.6 Million) Ages 68-88
Baby Boomers 1946-1964 (78.3 Million) Ages 49-67
Gen X-ers 1965-1979 (62 Million) Ages 34-48
Millennials 1980-2001
(92 Million)
Ages 12-33
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21. HAVE YOU EVER RAISED MONEY FOR
OR ON BEHALF OF A NONPROFIT?
Millennial Impact Report - 2012
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22. STRATEGIES AND TOOLS TO ENGAGE
MILLENIALS
Shareable Content
Stories
Pictures
FB
Responsive Design
Peer to Peer Fundraising
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23. WHAT DO YOU NEED
TO GET STARTED?
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24. GET STARTED IN PEER-TO-PEER
#1 thing needed
Desire and ability to “Take Action”
Same basics of any good fundraising campaign
Compelling story, call to action, urgency, deadline, etc.
Clear picture of impact and where the money is going
Individual >> Collective Impact (“Yes we can”)
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25. KEYS TO A SUCCESSFUL P2P CAMPAIGN
Tools of the Trade
Platform that allows peer-to-peer
Simple tools for supporters (next slide)
Follow up and Tracking (Return on Investment – ROI)
Most Important……
Ask!
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26. SIMPLE TOOLS FOR SUPPORTERS
Fundraising pages
Place for supporters to send friends and family
Upload photo and message / personalize
Widgets
Progress meters, donation forms, banners/badges, etc. that
supporters can use on their pages
Some allow these on personal blogs and websites
Pre-built Communications
Sample emails, blog posts, tweets to re-tweet, social media
buttons, etc.
Make it easy for supporters to reach out
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27. FOLLOW UP AND TRACKING
Make sure to thank them!
Build the relationship, further engagement
Personal thank you and public recognition
Ideas:
Newsletter just for supporters
Contest for top supporters
Special thanks / recognition of top supporters
Tracking and reporting
Software should track top fundraisers and where those
donations are coming from
Identify and utilize your top fundraisers – 80/20 rule.
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28. GAUGE EFFECTIVENESS
Dollars raised is of course one measure… but
Fact: Very small number will raise most of the money
Identify them, give them all the support you can!
The long tail will raise a big chunk too but harder to
support them
Give them the pre-built tools and content
Need new ways to evaluate success
What is success for your organization?
Think outside the box
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29. RETURN ON INVESTMENT (ROI)
Hard ROI
(Easier to measure, numbers)
Money raised
Increase in # of supporters
Increase in major donors
Email acquisition
Social media mentions (hash tags #)
Blog mentions (Google Alerts)
Increase in Friends / Followers
Traffic to your website
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30. RETURN ON INVESTMENT (ROI)
Soft ROI
(Hard to measure but vital to long term success)
Increased awareness / branding
Higher engagement (donor retention)
Community building
Education
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32. CONCLUSION
Don’t get overwhelmed by all of the strategies
Take action – Pick one or two ideas and implement
Only YOU can figure out what works for YOUR organization
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33. NONPROFIT R+D - EMAIL LIST
Get updates about our upcoming
webinars and get our 5 part e-course:
www.NonprofitRD.com/of101e
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