Peer to-Peer Fundraising


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Empower your supporters to fundraise for you.

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Peer to-Peer Fundraising

  1. 1. Peer-to-Peer Fundraising<br />Richard Dietz, Nonprofit R+D<br />
  2. 2. Agenda<br />What is peer-to-peer fundraising?<br />Why peer-to-peer fundraising? <br />What do you need to get started?<br />How do you gauge effectiveness?<br />Q and A<br />
  3. 3. Consultants have all the answers…<br />Nope, not really<br />Great at coming up with “Best Practices”<br />Only way to know if it works for YOUR organization is to test<br />Always be looking for what is working<br />
  4. 4. Previous Webcasts in the Series<br />Myths of Online Fundraising<br />Myth #6 - Only Real Way to Measure Fundraising Success is the Amount of Money Raised<br />The Funnel – 7 touches<br />Raising Friends – Peer to Peer Fundraising<br />Improving Donor Engagement Online<br />Mind the Gap – graduated offerings<br />More actions = more “invested” in your organization<br />
  5. 5. What is Peer-to-Peer Fundraising?<br />
  6. 6. Standard Definition<br />Peer-to Peer-Fundraising:<br />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.<br />Also known as:<br />Person-to-person<br />Network centric<br />Grassroots<br />Collaborative<br />Viral<br />
  7. 7. Seth Godin – Flipping the Funnel<br />Seth Godin has a better definition in his e-book “Flipping the Funnel”<br />Turn strangers into friends. <br /> Turn friends into donors. <br /> And then... do the most important job: <br />Turn your donors into fundraisers.<br />
  8. 8. Traditional vs. Peer-to-Peer<br />Traditional Fundraising<br />One to Many (Org >> Supporters)<br />Impersonal, one-way, expensive, controlled message<br />Ineffective?<br />Peer-to-Peer Fundraising<br />Many to Many (Supporter > Supporter > Supporter…..)<br />Personal, Interactive, Inexpensive, uncontrolled message<br />Been around forever, but mostly offline<br />Much harder to do offline<br />
  9. 9. Why Peer-to-Peer Fundraising?<br />
  10. 10. 2010 Millennial Donor Study*<br />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.<br />Asked who could get them to donate to an organization, most Millennial donors say they would be likely or highly likelyto give if asked by a<br />family member (74.6%) or <br />a friend (62.8%). <br />Only 37.8% would be likely or highly likely to give if asked by a coworker.<br />*Source: Achieve:<br />
  11. 11. Why Peer-to-Peer?<br />Increases engagement<br />Taking action deepens the relationship<br />Creates a Community<br />Example: Komen and LIVESTRONG wristbands<br />Very powerful (psychology)<br />Collective good, social recognition (Maslow)<br />Can be much more effective than traditional means<br />Response rates can be 100 times higher<br />Red Cross vs. Grandma<br />Focus for social media campaigns<br />Something to take action on instead of just being seen<br />
  12. 12. What Do you Need to Get Started in Peer-to-Peer Fundraising?<br />
  13. 13. Get Started in Peer-to-Peer<br />#1 thing needed<br />Desire and ability to Take Action<br />Focus on a big event or issue<br />All of the key factors of a good fundraising campaign (See “Myth #2” - previous webinar)<br />Compelling, call to action, deadline, people give to people, etc.<br />Example: Walk/Run event, Haiti Relief<br />Tools of the Trade<br />
  14. 14. Keys to a Successful P2P Campaign<br />Compelling story and message<br />Clear picture of impact and where the money is going<br />Individal > Collective Impact (“Yes we can”)<br />Deadline (create urgency)<br />Simple tools for supporters<br />Follow up and Tracking<br />Most Important…… Ask! <br />
  15. 15. Simple Tools for Supporters<br />Fundraising pages<br />Place for supporters to send friends and family<br />Personal blogs are best<br />Widgets<br />Progress meters, donation forms, banners/badges, etc. that supporters can use on their pages<br />Pre-built Communications<br />Sample emails, blog posts, tweets to re-tweet, social media buttons, etc.<br />Make it easy for supporters to reach out<br />Sage Fundraising Online is one easy way to do this<br /><br />
  16. 16. Follow Up and Tracking<br />Make sure to thank them!<br />Build the relationship, further engagement<br />Personal thank you and public recognition<br />Ideas: <br />Newsletter just for supports (Maslow)<br />Contest for top supporters<br />Special thanks / recognition of top supporters<br />Tracking and reporting<br />Software should track top fundraisers and where those donations are coming from<br />
  17. 17. How Can You Gauge Effectiveness?<br />
  18. 18. Gauge Effectiveness<br />Dollars raised is of course one measure<br />Fact: Very small number will raise most of the money<br />Identify them, give them all the support you can!<br />The long tail will raise a big chunk too but harder to support them<br />Give them the pre-built tools and content<br />Need new ways to evaluate success<br />What is success for your org? <br />Think outside the box<br />
  19. 19. Return on Investment (ROI)<br /><ul><li>Soft ROI (Hard to measure but vital to long term success)</li></ul>Increased awareness / branding<br />Higher engagement<br />Community building<br />Education<br /><ul><li>Hard ROI (Easier to measure, numbers)</li></ul>Money raised<br />Increase in # of supporters<br />Increase in major donors<br />Email acquisition<br />Social media mentions (hash tags #)<br />Blog mentions (Google Alerts)<br />Increase in Friends / Followers<br />Traffic to your website<br />
  20. 20. Conclusion<br />Peer-to-peer fundraising can turn friends into fundraisers<br />Take action<br />Only YOU can figure out what works for YOUR organization<br />Check out the new online tools like newSage Fundraising Online:<br /><br />
  21. 21. Where to go from here<br />Watch recordings of previous webcasts here:<br /><br />Learn about new Sage Fundraising Online and enter for your chance to win a $5000 unrestricted grant<br /><br />
  22. 22. Question and Answer<br />Contact Richard Dietz:<br /><br />512-850-6501<br />Contact Sage:<br /><br />800-811-0961<br />