Social media and peer-to-peer fundraising

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Martin Campbell, director of innovation and strategy, Blackbaud Europe
Digital impact conference
www.charitycomms.org.uk/events

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Social media and peer-to-peer fundraising

  1. 1. 1 Peer to Peer fundraising and Social Media Theory to Practice Martin Campbell: Director of Innovation and Strategy: Blackbaud
  2. 2. 2
  3. 3. 3 More Events. More Fundraisers.
  4. 4. 4
  5. 5. Who’s who?
  6. 6. 6 TIP INSIGHT: Most fundraisers are new and lacking confidence. • 80% of participants were first timers at the City2Surf • 19% are primarily fundraising motivated. • 40% of people who have fundraising as a primary focus raised over $1,000 • 36% had ‘low commitment’ to fundraising • 30% were not confident of reaching their target Segment communications into new and established. Inspire and give confidence
  7. 7. 7 Acknowledge the effort as well as the funds raised. Many people may not reach their target but they should feel fantastic about choosing you.TIP INSIGHT: A lack of clarity around what I can achieve leads to disappointment. • 43% report being disappointed with their own fundraising effort. • Only 12% of fundraisers report being given a target to achieve.
  8. 8. 8 INSIGHT: The 80:20 or 62:16 rule. • 16% of fundraisers delivered 62% of the income
  9. 9. 9 INSIGHT: A higher target is associated with higher income and potential to exceed. Focus efforts on the 16%. Identify them by ambitious but realistic target settingTIP
  10. 10. 10 INSIGHT: Specific, tangible and personal – strongest influencers of value.
  11. 11. 11 Provide your fundraisers the information they need to make personal and relevan Request TIP INSIGHT: Be specific, tangible and personal – strongest influencers of value.
  12. 12. 12 Check that your fundraisers are following up their initial asksTIP INSIGHT: Fundraisers who follow up initial requests raise more.
  13. 13. 13 THIS PAGE IS INTENTIONALLY LEFT FREE OF GRAPHS RELAX... 13
  14. 14. 14 Consider P2P fundraising as a type of regular giving. Establish one or two key eve for them to join in each year. Frame beat your previous amount as a guide. TIP INSIGHT: P2P fundraisers are willing to do more of the same.
  15. 15. 15 Insight: Asking again. 9 months seems to be the optimum time for asking friends again. Respect the time interval TIP
  16. 16. • 42% of donors say they would respond to specific ask • 52% said they would of given more if asked Suggest fundraisers ask for a specific amount that is more than $50 and will make a difference TIP INSIGHT: Fundraisers are still not providing insight or guidance on what to donate.
  17. 17. 17 Develop a peer donor contact strategy. They could be your warmest leads.TIP INSIGHT: Peer Donors may be your donors already.
  18. 18. 18 Insight: Over 70% of fundraisers ran with a friend, family member or as part of a team. Use friends to recruit more fundraisers - Consider ‘member get a member’ programmesTIP
  19. 19. 19 • The psychology of teams is very powerful • Teams report help with training and ‘companionship’ as the most important benefits. • Fundraising help and advice is a secondary benefit. Help team captains inspire fundraisingTIP INSIGHT: Get teams to focus on fundraising.
  20. 20. 2020
  21. 21. Major Community Events Performance Measure The Age Run Melbourne Participants 26,500 85,000 40,000 44,700 39,0003 3 Year growth 270% 96% 217% 89% 184% Funds raised 2012 $1,957,000 $4,175,000 $775,000 $725,000 $552,700 No fundraising pages 4,851 12,523 2,678 954 821 Conversion 18% 14% 5% 2% 2% No active pages 2,490 5,093 1,146 726 645 % Active Pages 51% 41% 43% 76% 78%

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