PEER-TO-PEER
FUNDRAISING
Rich Dietz, Nonprofit R+D
Jamy Squillace, Abila, Inc.

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA...
PRESENTERS

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
RICH DIETZ
Founder of Nonprofit R+D Technology Training for Nonprofit Professionals
Richard has over 20 years' experience ...
JAMY SQUILLACE
Director of Product Management - Abila
Responsible for Abila Fundraising 50, Abila
Fundraising Online, Abil...
AGENDA
What is Peer-to-Peer Fundraising?


Why is it important?

How to Get Started
Examples
Abila Fundraising Online

© ...
WHAT IS PEER-TO-PEER
FUNDRAISING?

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
PEER-TO-PEER FUNDRAISING
Standard Definition:
•

The process of empowering individuals and groups to raise funds on
your b...
EMPOWER YOUR DONORS
Seth Godin, author of the e-book “Flipping the
Funnel” defines peer-to-peer fundraising this
way:
Turn...
TRADITIONAL VS. PEER-TO-PEER
Traditional Fundraising


One to Many (Org >> Supporters)



Impersonal, one-way, expensive...
WHY IS P2P IMPORTANT?

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
WHY PEER-TO-PEER?
Increases engagement (Donor retention)


Taking action deepens the relationship

Creates a Community

...
WHY PEER-TO-PEER?
Focus for social media campaigns (internal and external)

Something to take action on instead of just be...
Peer to Peer Fundraising…a Major
Breakthrough for Donor Acquisition
•

71 % of respondents have sponsored at least one eve...
ENGAGING MILLENNIALS

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
YOU SHOULD.
BECAUSE THEY ARE THE LARGEST
GENERATION IN AMERICAN HISTORY
AND…

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
NOT

THEY ARE
DIRECT MAIL RESPONSIVE

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
THE LARGEST GENERATION


Traditionalist 1925-1945 (38.6 Million) Ages 68-88



Baby Boomers 1946-1964 (78.3 Million) Age...
MILLENNIAL TRAITS









Entitled
Optimistic
Civic Minded
Close Parental Involvement
Values Work-life Balance
Im...
Millennial Impact Report - 2012

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
HAVE YOU EVER RAISED MONEY FOR
OR ON BEHALF OF A NONPROFIT?

Millennial Impact Report - 2012

© COPYRIGHT ALL RIGHTS RESER...
STRATEGIES AND TOOLS TO ENGAGE
MILLENIALS


Shareable Content



Stories



Pictures



FB



Responsive Design

Peer...
WHAT DO YOU NEED
TO GET STARTED?

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
GET STARTED IN PEER-TO-PEER
#1 thing needed


Desire and ability to “Take Action”

Same basics of any good fundraising ca...
KEYS TO A SUCCESSFUL P2P CAMPAIGN
Tools of the Trade


Platform that allows peer-to-peer



Simple tools for supporters ...
SIMPLE TOOLS FOR SUPPORTERS
Fundraising pages


Place for supporters to send friends and family



Upload photo and mess...
FOLLOW UP AND TRACKING
Make sure to thank them!


Build the relationship, further engagement

Personal thank you and publ...
GAUGE EFFECTIVENESS
Dollars raised is of course one measure… but


Fact: Very small number will raise most of the money
...
RETURN ON INVESTMENT (ROI)
Hard ROI
(Easier to measure, numbers)


Money raised



Increase in # of supporters



Incre...
RETURN ON INVESTMENT (ROI)
Soft ROI
(Hard to measure but vital to long term success)


Increased awareness / branding


...
EXAMPLES

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
CONCLUSION
Don’t get overwhelmed by all of the strategies
Take action – Pick one or two ideas and implement
Only YOU can f...
NONPROFIT R+D - EMAIL LIST

Get updates about our upcoming
webinars and get our 5 part e-course:

www.NonprofitRD.com/of10...
Q&A

Contact Rich Dietz
www.NonprofitRD.com
rich@nonprofitrd.com

Contact Jamy Squillace
www.Abilia.com
jamy.squillace@abi...
THANK YOU

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
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Abila Peer-to-peer fundraising

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One of the fastest ways to grow your fundraising efforts is through peer-to-peer fundraising. Let your donors fundraise for you! Provide your donors with the tools they need to share your cause and how they can relate with their personal network.

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Abila Peer-to-peer fundraising

  1. 1. PEER-TO-PEER FUNDRAISING Rich Dietz, Nonprofit R+D Jamy Squillace, Abila, Inc. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA 2014
  2. 2. PRESENTERS © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  3. 3. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  4. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  5. 5. AGENDA What is Peer-to-Peer Fundraising?  Why is it important? How to Get Started Examples Abila Fundraising Online © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  6. 6. WHAT IS PEER-TO-PEER FUNDRAISING? © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  7. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  8. 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. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  9. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  10. 10. WHY IS P2P IMPORTANT? © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  11. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  12. 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. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  13. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  14. 14. ENGAGING MILLENNIALS © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  15. 15. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  16. 16. YOU SHOULD. BECAUSE THEY ARE THE LARGEST GENERATION IN AMERICAN HISTORY AND… © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  17. 17. NOT THEY ARE DIRECT MAIL RESPONSIVE © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  18. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  19. 19. MILLENNIAL TRAITS         Entitled Optimistic Civic Minded Close Parental Involvement Values Work-life Balance Impatient Multitasking Team Oriented Source: Cause for Change – The Why and How of Non Profit Millennial Engagement © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  20. 20. Millennial Impact Report - 2012 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  21. 21. HAVE YOU EVER RAISED MONEY FOR OR ON BEHALF OF A NONPROFIT? Millennial Impact Report - 2012 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  22. 22. STRATEGIES AND TOOLS TO ENGAGE MILLENIALS  Shareable Content  Stories  Pictures  FB  Responsive Design Peer to Peer Fundraising © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  23. 23. WHAT DO YOU NEED TO GET STARTED? © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  24. 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”) © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  25. 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! © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  26. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  27. 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. © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  28. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  29. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  30. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  31. 31. EXAMPLES © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  32. 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 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  33. 33. NONPROFIT R+D - EMAIL LIST Get updates about our upcoming webinars and get our 5 part e-course: www.NonprofitRD.com/of101e © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
  34. 34. Q&A Contact Rich Dietz www.NonprofitRD.com rich@nonprofitrd.com Contact Jamy Squillace www.Abilia.com jamy.squillace@abila.com © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA Download the Webcast Slides www.slideshare.net/Abila/XXXXXXXX Learn about Abila Fundraising Online http://www.abila.com/solutions/fundraising-online
  35. 35. THANK YOU © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

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