Slides from the session of the same name at the Association of Fundraising Professionals' Fundraising Day New York conference, June 2012.

1. Optimize and Innovate
Peer-to-Peer Events
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2. Presenters
Melissa Lee Kelley Stewart
Account Director Vice President
SankyNet Pursuant Ketchum
mlee@sankynet.com kelley.stewart@pursuant.com
@expetesso @pursuant
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3. What is Peer to Peer?
Forget about “Best Practices”.
Forget about your “Competition”.
Before you get excited, ask yourself:
What role does Peer to Peer play
in MY portfolio?
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4. Acquisition
Acquisition Empower don’t enforce
• Team Captains/Leaders
• Participants
• Donors
(via your TC/TL
and Participants)
• Data
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5. Acquisition
Acquisition Think outside your box
Fall Acquisition Campaign generated 710 new members in less than 2 weeks
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6. Conversion
Prospects Active Participants
Prospects, in this sense, are:
• Registered Leaders who aren’t recruiting
• Registered Participants who aren’t
fundraising
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7. Conversion
Prospects Active Participants
Provide access to information & tools via low-touch vehicles
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8. Conversion
Prospects Active Participants
Then follow-up via high-touch vehicles to gauge effectiveness
• Indicate what you’ve observed.
• Give the person time to respond
with information.
• Score their response, and support
them as necessary.
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9. Reactivation
Lapsed Participants Active Participants
1. Assume everyone will lapse.
2. Begin reactivation efforts immediately – with the post-event Thank You.
3. Score as you go.
• Event After Party
• Post-Event Thank You
• Survey about the Event
• Social Media touches
• Email Invitation series
• Direct Mail Invitation (singular or series)
• Telephone Invitation
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10. Reactivation
Lapsed Participants Active Supporters
If scoring indicates that a contact will not reactivate as a participant, focus
your efforts on winning them to the organization in new ways.
• Survey about the Organization
• Connect them to staff or volunteers
DO NOT sit on lapsed participants
whom you know to be organizational
prospects.
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11. Upgrade
Peer to Peer Donor Organization Donor
Peer-to-Peer donors usually have an
affinity to your cause, but they give to their
friends, not to your organization.
So don’t treat them like your donors.
Take some time to cultivate them
independently, first.
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12. Upgrade
Peer to Peer Donor Organization Donor
• Thank them for what they’ve done.
• Acknowledge the connection to
their friend.
• Build a connection to the people
who benefit from your organization.
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13. Upgrade
Peer to Peer Donor Organization Donor
• Tell stories about your work.
• Track the interest and engagement
of individuals over time.
Which story attracted
attention from your
peer-to-peer donor?
Use the information to
target your appeal.
• Use what you learn to inform very
targeted appeals 6 months later.
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14. Video
Video is a powerful tool use it carefully
• Games
• Variable Data/
Personalization
• Stewardship
• Appeals
• Recruitment
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15. Innovation
Innovation Requires an innovative culture
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16. Integrated Strategies
Multi-Channel Cross Channel Strategic Focus
Integration: Coordinating or blending a group of
parts into a unified system
Multichannel Marketing: Use of multiple communication
Cross-Channel Marketing: Use of one communication channel
to support or promote another
Strategy vs. Tactics: An overarching plan vs. tools or
methods to achieve the plan
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17. Prioritization
Website
Personal URL
(Direct Mail)
Personalized
DATA
Letter
Cultivation
Email
Phone Conversation
DATA
Personalized Welcome
Update Stewardship Series Survey/Engagement
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18. Analytics & Optimization
Analytics Activate Test Evaluate
• Make data a
priority
• Set measurable
goals
• Prioritize based on
impact
• Track your
participant life
cycle.
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19. Analytics & Optimization
Optimization > Track > Plan > Test > Adjust
• Know what
you’re tracking
AVERAGE
GIFT • Assess areas of
greatest
REVENUE opportunity
WEB CONVERSION
• Prioritize based
TRAFFIC RATE on impact
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20. Analytics & Optimization
Destructive Crises Proactive Urgency
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21. Pick Your Puzzle Piece
• Acquisition
• Conversion
• Reactivation
• Upgrade
• Video
• Innovation
• Integrated Strategies
• Prioritization
• Analytics & Optimization
Free resources available upon request
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22. Thank You!
Melissa Lee Kelley Stewart
Account Director Vice President
SankyNet Pursuant Ketchum
mlee@sankynet.com kelley.stewart@pursuant.com
@expetesso @pursuant
Tweet this! #FRDNY