Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.
Peer-to-Peer Fundraising
Back to the Future
Your Charity Dynamics Team
2
Colleen Legge
Sr. Consultant
clegge@charitydynamics.com
Lindsey Rose
Marketing Strategist
lro...
Agenda
1. What is P2P Fundraising?
2. Increased Competition in P2P
3. Digital Acquisition
4. P2P Donor and Participant Con...
What is P2P?
What is Peer-to-Peer Fundraising
Asking or empowering your supporters to ask
their network for donations.
Peer-to-peer (P2...
Walk-Run Events
Primary Event Objectives:
• Raise cause and/or organization awareness and facilitate the feeling of
commun...
Endurance or Third-Party Events
Primary Event Objectives:
• Raise funds for a designated organization or cause through an ...
Campaign Focused Events
Primary Event Objectives:
• Designated, targeted campaign that exists within the organization or c...
DIY or IFE Peer-to-Peer Fundraising Events
Primary Event Objectives:
• Educate your organization on the habits and interes...
Increased
Competition in
Peer-to-Peer
Increased Competition
– P2P programs saturating space –
especially in DIY
– For profit active events such as mud
runs & co...
For-profit competition
• Color Run – A for-profit event management company, single largest event
series in the world, star...
Geo-location
• Let technology do the work for your users
• One less step to get participants registered for the correct ev...
14
Digital Acquisition
15
The perfect fundraiser
• High-value fundraiser
• Loyal (multi-year participation)
• Community Activator
• Social Ambassado...
17
Traditional acquisition targeting
Lookalike audiences
• Targeting algorithm, offered by social
networking sites, providing access to
new audiences that demo...
How does it work?
19
Three options
20
Upload a list of your existing customers. Then use Lookalike Audiences to
find people who resemble that a...
Lookalike audiences modeled on most loyal customers
The result:
• Nearly 4 times’ higher return on advertising spend
than ...
Macmillan’s Go Sober
Raised $3.5m in its first year, with 31,000 Sober Hero’s taking part
22
Take Action
• Ensure your organizations
privacy policy allows for use of
personal information in this way
• Set programs g...
P2P Donor &
Participant
Conversion
Is this your organization?
• Event participants and donors are suppressed from direct response
solicitations.
• Do you per...
Peer to Peer Donor Conversion
• P2P lists are often put into a silo and never
communicated with directly by the
organizati...
Case Study – Lapsed P2P Donor and Participant Conversion
• National Walk Fundraising Program
• Goals
– Create an email cam...
Approach
• Developed design, creative and
test schedule for conversion
email program
• Email content was tested
focused on...
Outcome
• $4,080 revenue generated from test
group
• Developed benchmark of average
donation of $77 (higher than non
P2P g...
How to respond…
• If your organization isn’t soliciting event donors and participants, you better
believe that another org...
DIY- Investment
Required
True or False
DIY…
• Means ‘Build it and they will come’
• Requires no marketing
• Requires no staffing
• Requires no cult...
DIY Investment: Marketing Required
• Recruitment
• Engagement
• Retention
What is it?
Marketing Channels / Content – how d...
34
Panda Nation launched “Wear it
Wild” last October to connect
Halloween and raising funds.
Fundraising campaign within a...
35
Questions?
Prochain SlideShare
Chargement dans…5
×

Peer-to-Peer Fundraising: Back to the Future

451 vues

Publié le

Blackbaud Online Fundraising Summit
May 11, 2016 – St. Louis, MO

  • Hi there! Get Your Professional Job-Winning Resume Here - Check our website! http://bit.ly/resumpro
       Répondre 
    Voulez-vous vraiment ?  Oui  Non
    Votre message apparaîtra ici

Peer-to-Peer Fundraising: Back to the Future

  1. 1. Peer-to-Peer Fundraising Back to the Future
  2. 2. Your Charity Dynamics Team 2 Colleen Legge Sr. Consultant clegge@charitydynamics.com Lindsey Rose Marketing Strategist lrose@charitydynamics.com
  3. 3. Agenda 1. What is P2P Fundraising? 2. Increased Competition in P2P 3. Digital Acquisition 4. P2P Donor and Participant Conversion 5. Do it Yourself? 3
  4. 4. What is P2P?
  5. 5. What is Peer-to-Peer Fundraising Asking or empowering your supporters to ask their network for donations. Peer-to-peer (P2P) fundraising is the fastest- growing and most exciting of nonprofit fundraising channels. 5
  6. 6. Walk-Run Events Primary Event Objectives: • Raise cause and/or organization awareness and facilitate the feeling of community in designated markets/cities • Increase organizational revenue through fundraising by utilizing the existing organization member network and those members’ immediate circle of influence • Grow an organizations audience by utilizing a team model – introducing the cause/organization to potential new supporters 6
  7. 7. Endurance or Third-Party Events Primary Event Objectives: • Raise funds for a designated organization or cause through an event or activity • Utilize the existing success of a popular event to increase awareness for a cause or organization • Grow your organization audience utilizing a team model – introducing the cause/organization to potential new supporters 7
  8. 8. Campaign Focused Events Primary Event Objectives: • Designated, targeted campaign that exists within the organization or cause • Campaign exists within a particular time period or season – has a clear start and end date to provide supporters clear direction on what to do and when to do it • Increase revenue with fundraising utilizing multi-channel marketing efforts (examples: direct marketing, eCommunications, social media) 8
  9. 9. DIY or IFE Peer-to-Peer Fundraising Events Primary Event Objectives: • Educate your organization on the habits and interests by allowing them to identify fundraising events that interest them. • Grow your fundraising audience by widening the options of ways they can get involved; no event or fundraising goal is too small 9
  10. 10. Increased Competition in Peer-to-Peer
  11. 11. Increased Competition – P2P programs saturating space – especially in DIY – For profit active events such as mud runs & color runs are innovating event space but not ‘owned’ by non- profits – Many legacy walk programs are experiencing decline in revenue year-over-year What is it? – Increase acquisition investment – Innovate within existing programs – Launch competitive initiatives – running more than one P2P program serving different audiences – Improve your P2P site experience How to respond 11
  12. 12. For-profit competition • Color Run – A for-profit event management company, single largest event series in the world, started in 2011 • Tough Mudder – 2010, 150+ events, $75 million annual revenue, only 6.5 million to charity partner • Spartan Race – Survived as failing business through Wall Street investment capital 12
  13. 13. Geo-location • Let technology do the work for your users • One less step to get participants registered for the correct event • Consider possibilities for providing local content on organization websites as well as events 13
  14. 14. 14
  15. 15. Digital Acquisition 15
  16. 16. The perfect fundraiser • High-value fundraiser • Loyal (multi-year participation) • Community Activator • Social Ambassador • Volunteer • Organization Champion 16 “I wish all my fundraisers were like them”
  17. 17. 17 Traditional acquisition targeting
  18. 18. Lookalike audiences • Targeting algorithm, offered by social networking sites, providing access to new audiences that demonstrate similarities to current high-value audiences • These sites create a “lookalike audience group” specific to your organization, and provide the ability to target your advertising to them What is it? • Determine your high value constituents • Upload audience to create custom audience • Develop customized advertising that speaks directly to these custom audiences How to respond 18
  19. 19. How does it work? 19
  20. 20. Three options 20 Upload a list of your existing customers. Then use Lookalike Audiences to find people who resemble that audience. Install a Pixel on your site. Then create Lookalike Audiences based on people who've visited specific pages on your website. Use Lookalike Audiences to create an audience based on people who like your Social Media properties. Custom Site Visitors Social Fans
  21. 21. Lookalike audiences modeled on most loyal customers The result: • Nearly 4 times’ higher return on advertising spend than other display advertising channels • Facebook was a top-performing channel for new customer acquisition during the festive season • 60% higher click-through rate using Facebook Lookalike Audiences compared with other display media 21
  22. 22. Macmillan’s Go Sober Raised $3.5m in its first year, with 31,000 Sober Hero’s taking part 22
  23. 23. Take Action • Ensure your organizations privacy policy allows for use of personal information in this way • Set programs goals and determine budget (ROI) • Identify your high value constituent groups • Develop contextually relevant content Planning • Upload constituent data to create your custom audience • Set-up ad campaign • Utilize on-site interest categories to test multiple creative executions • Ensure tracking/analytics in place • Optimize based on learnings! Execution 23
  24. 24. P2P Donor & Participant Conversion
  25. 25. Is this your organization? • Event participants and donors are suppressed from direct response solicitations. • Do you perform a regular audit of those that are flagged with an erroneous suppression on their account? 25
  26. 26. Peer to Peer Donor Conversion • P2P lists are often put into a silo and never communicated with directly by the organization • P2P relationships are left up to participants to cultivate and solicit each year • Participants may not renew participation, may not solicit same contacts • Lapsed participant and donor lists often go unused altogether What is it? • Cultivate and engage audience throughout year – supporting participant efforts without stepping on them • Engage lapsed donors to make a first time (non-event) gift • Test what works for your audience How to respond
  27. 27. Case Study – Lapsed P2P Donor and Participant Conversion • National Walk Fundraising Program • Goals – Create an email campaign with the goal to re-engage lapsed participants and donors. – The primary objective of this test is to maximize action and/or affinity to give. – Convert lapsed participants and donors into a revenue generating opportunity. – Develop best practices for ongoing engagement of audience. 27
  28. 28. Approach • Developed design, creative and test schedule for conversion email program • Email content was tested focused on three areas: – Personal stories – Statistics – Programs • Email cadence was tested. (Four tracks sent over a two week period.) • Used source code tracking and email performance tracking to analyze results 28
  29. 29. Outcome • $4,080 revenue generated from test group • Developed benchmark of average donation of $77 (higher than non P2P giving) • Validated audience as engaged – Open rate higher (13.27%) than benchmark for Disease & Health Services vertical (12.75%) • Developed key success best practices for future engagement of audience • Required high number of emails for effective conversion, but unsubscribe rate never suffered • Plan to place lapsed list through conversion series each quarter for new batch of names 29
  30. 30. How to respond… • If your organization isn’t soliciting event donors and participants, you better believe that another organization will. • Analyze giving metrics for event-only donors, direct response-only donors, and donors who give to both direct response and email. 30
  31. 31. DIY- Investment Required
  32. 32. True or False DIY… • Means ‘Build it and they will come’ • Requires no marketing • Requires no staffing • Requires no cultivation and stewardship • Requires no communication or coaching plan 32
  33. 33. DIY Investment: Marketing Required • Recruitment • Engagement • Retention What is it? Marketing Channels / Content – how do they differ for new vs. existing constituents Campaign / Calendar Opportunities Data Analysis & Audience Segmentation Autoresponders / Coaching Strategies Participant Center & Tools Milestones / Achievements Event Experience Recognition & Stewardship Re-activation / Cross-promotion How to respond 33
  34. 34. 34 Panda Nation launched “Wear it Wild” last October to connect Halloween and raising funds. Fundraising campaign within a DIY program. Creative. Different.
  35. 35. 35
  36. 36. Questions?

×