Deepa and I joinedBlackbaud earlier this year by way of the Convio acquisition.Deepa would you like to introduce yourself? My name is Deepa Karani, I joined Convio/BB in January. I work with nonprofits to understand their strategic priorities and technical requirements and then translate those into solution design that Blackbaud can support. My core area of expertise is peer to peer fundraising. Where I gained my knowledge base in that arena is where I was prior to joining BB. I worked at the American Heart Association for 9 years on their national signature youth fundraising events. I drove the process of not only onboarding these events onto TeamRaiser, a premier peer to peer online solution, but also drove digital strategy and coaching staff and volunteers on fundraising best practices.My name is Robyn Mendez, I’ve been working with Convio/Blackbaud for over 5.5 years, most of that time was spent as a Project Manager assisting multi-affiliated organizations launch on TeamRaiser and the Luminate Online Suite. More recently, I’ve moved into the enterprise marketing group at Blackbaud, where I help educate people about BB’s suite of online tools and also help keep the internal team at Blackbaud up to speed on what’s happening in the non-profit world. Prior to joining Convio, I worked for 2 of Houston’s most successful fundraising events, the BP MS 150 and the Komen Houston Race for the Cure.Blackbaud has been providing software and strategic services to the non-profit space for more than 30 years. While we are best known for the Raiser’s Edge, Blackbaud also the leading provider of online solutions including 2 peer-to-peer fundraising tools: TeamRaiser and Friends Asking Friends. If you have questions about any of the tools that Blackbaud offers, Deepa and I would be happy to answer them at the end of today’s presentation or you can corner us in the hallway later today.
Learn more about the peer-to-peer fundraising industry's top trends and how you can harness the power of your supporters to raise more money for your organization's mission. Discussion topics will include strategies for using social and mobile channels and independent fundraising events. Learn from industry experts on how your organization can maximize their resources and engage their participants and donors online in the most innovative ways.Today we are going to talking to you about 3 of the top trends that we are seeing in peer-to-peer fundraising: Explosive growth of Social CommerceExpansion of Mobile use Diversification of Peer-to-Peer FundraisingThen we are going dive into some real life examples of how non-profits are responding to these trendsHopefully, you will walk away with some new ideas how your can better “harness the power of your supporters to raise more money for your mission.”
Social commerce is the the use of social networks in the context of e-commerce transactions and is estimated to reach $30 billion in the US by 2016.Social commerce is people spending money via social networks. In the context of today’s presentation, we are talking about fundraising thru social channels, or social fundraising. The reason we are showing this slide is to demonstrate people are spending money via social channels and we want them to be spending it on you and your mission.
Based on trends, Facebook integration of fundraising functionality should be a focus for organizations.This tells us that many of our users are on Facebook and users are 4x more likely to follow thru with a transaction by a trusted friend. So this builds a case for support that as you are developing your social strategy to integrate FB event reg and donation transactions into your event processes.
People who are using social media are more likely to be:Setting higher goalsComing closer to achieving their goalsBottom line is raising more money than those who don’tWe are here to tell you that this is important. This is worth investing in. Now lets look at some examples.
Let’s talk a little more about how the American Cancer Society is using social channels today to influence event participation and donations.
Encouraging transactional sharing builds upon the fact that users are morelikely to conduct a transaction if it is referred to them by a trusted friend.Social sharing isn’t just for your participants, but also for their donors. ACS has configured their donation form so that at the conclusion of a donation, appears a ‘What’s next’ menu bar with suggestions on immediate action the donor has the option of taking. After a donor has finished their donation transaction, they are prompted to share that they supported their friend with a donation. The donor adds their own message and their friends all se their support for the event with a link that takes them to the participant's page. What I love about this feature is that it encourages others to give, but also recognizes the donor. Let’s face it social media is all about sharing and recognizing what we’re doing.
I recently made a donation to the American Cancer Society in memory of my friend’s father who passed away. At the end of the donation process, I selected the option to share my donation via Facebook. Within just a few hours, the newsfeed post was seen and liked by friends and family, thus confirming knowledge of my transaction had been recognized by a handful of people. Since my initial posting, even more friends and family have liked and commented and have made donations to ACS.
Another area where you can promote transactional sharing is in the emails sent to donors thanking them for their donations. Offering multiple opportunities to donors is a good idea as it keeps the opportunity front and center and increases the likelihood of them to follow through with the action.Whether its ‘share’ or ‘tweet’ or ‘comment’, each of these actions strategically offer an additional engagement pathway for the donor that envitably helps drive revenue for the organization.
Social plugins let you see what your friends have liked, commented on or shared on sites across the web..Here we are looking at an example of how ACS takea advantage of integrating Facebook Comments to integrate social sharing to promote and encourage fundraising. Friends and family can add comments on this page and they’ll automatically be shared on facebook with all of their friends and family.Because TeamRaiser exists as an open platform, it is feasible to integrate such plugin’s thru APIs.
Create shareable assets such as infographics that illustrate the impact of participating in an organization’s fundraising event.For Austin non-profits, if you are looking for a group to assist you with your infographics, we’ve used a company called Sparksite.
Make it easy for participants to share photos and other branded assets by providing timeline covers and other digital images for sharing. Encouraging participants to share self-generated photos through contests is also a great way to encourage the circulation of organic content.
Because online users are 12 times more likely to share a video than photo and text posts combined, create shareable video content and develop a communications plan to initiate the sharing among your fan base. By a show of hands in the room, how many of y’all share videos more frequently than other forms of content? (Assumption is majority of the room will raise their hands).Because of this dynamic, it is worthwhile for organizations to pursue this opportunity as it lends itself to be another powerful way to generate revenue and promote awareness of your mission.
Let’s look at another real life non-profit example - Revlon Run/Walk For Women and how they are leveraging social channels in other ways to engage with participants, donors, and volunteers.
Charity Dynamics worked with The Entertainment Industry Foundation to create the Social Media Center as a critical component of the Revlon Run/Walk for Women website. This was a critical part of their website redesign serving multiple purposes. One it guided participants to use social media, but it also created a community among participants with original content that was fresh and automatically updated.
The Social Media Center on the Revlon Run/Walk for Women’s website also includes social media widgets such as Facebook comments, a Flickr photo stream, YouTube videos and a Twitter feed. The content from these social media channels is integrated right into the site content. It pulls fresh content into the web site and it also gives consistency from one channel to another.
Another fundamental way to socialize your event site is to give an option for participants to use their social media login credentials to register and login with your site.This login example is from the Revlon Walk Run for Women. They wanted to make it as easy as possible for participants to login in and access the tools that will make them successful fundraisers. We all know how difficult it can be to remember usernames and passwords, this is one way to ease that burden by letting participants use the ones they’re most often using.Platform namedgigyaRegistration List Advantages already logged in and connected to their social network – Know their passwords for these so they don’t have to remember multiple passwords and get frustrated
Charity Dynamics recently worked with Revlon Run Walk for Women on a major redesign of their site. Not only did they want to change the appearance of the site, but they wanted to impact the online user experience. This meant looking at each of the user flows for registration, fundraising, and donating to make sure one step led to the next and making social sharing intuitive.We started at the top. The top of every page includes share with friends. <click> A site visitor can click on this link at any time and easily share the url and page description with their own personal comment thru their social networks. <click> One of the keys to success is not just having your supporters share the link and description, but add their own endorsement and comment. <click> On average sharing your site with a comment is typically worth over 100 likes on an organization’s own Facebook page. This is because an organization is only talking to the people who like them and relying on comments or shares to reach new audiences, where as an individual is sharing directly with their audience, which averages 130 people.
Social Sharing through individual participant pages flows into individual’s Facebook accounts. So here we’re seeing the particpants’ Facebook page that shows this stream of comments and automatically sharing with on average 130 friends.
TeamRaiser’s participant center is the hub for online fundraising tools. Here’s a peak into the Revlon Run Walk particpant’s tool kit. Charity Dynamics work with them to customize the center beyond the standard experience. We did this by adding graphic elements and creating a right navigation that always includes easy access to fundraising tools. Customization of PC2Social Sharing through individual participant pagesShare – updates facebook status and provides link back to part. PageHeadline – fundraise – give the participants the tools – spread the word and link back to their personal pagesMake it as easy as possible!
Charity Dynamics provides organizations a sophisticated application called Boundless Fundraising for Facebook is an easy install for particpants and then gives them access to tools that drive their fundraising results through Facebook.
What Boundless Fundraising and similar applications does for participants is make it even more easier and automated to share news of their participation, recruitment, and fundraising efforts. It incorporates the organization’s branding and logo around their events, with suggested content that can be text or video.As a former event manager, my fundraising participants LOVED BF since it made it so much easier for them to share on FB in creative ways.Participants have prompts to help them get the word out to friends and family. It incorporates best practices by making sure each of these posts includes the organizations logo and a link to the particpant’s personal page and the donate prompt.
===== Updated 08.2012 =====Population, subscriber, penetration and wireless only data. Source: http://www.ctia.org/consumer_info/index.cfm/AID/10323Wireless subscribers NOW exceeds the US Census Population. MORE than ALL of us really.Wireless only households are up to 31% from 26% just last year. (5%!) 1/3 of Americans DO NOT HAVE A HOMEPHONE!“Wireless devices connecting to cellular networks in the United States”===== Original =====Baseline – mobile is everywhere.307M people in the US303 M wireless subscribers96% penetration – we are all wireless.Only 77% of US households have a car.In this room, about ____ have “cut the cord”Nationally, a quarter of the country is only wireless.But we’ve replaced the cord with a tether… our phones are rarely more than 4 feet away from us.
===== Updated 08.2012 =====Source: http://www.socialnomics.net/2011/07/25/fifteen-incredible-mobile-statistics/Smartphones have fundamentally changed the way not only the way that we are communicating to one another but also how we are interacting with the world around us…
For non-profits there are 4 major focus areas for mobile integration.Mobile OptimizationMobile App developmentSMS CommunicationsText to GiveAs a P2P Fundraiser, Out of these choices… you should focus in on Mobile Optimization and Apps because they have the most potential to bring you in more fundraising revenue from your participants.
Get Local Onfo, Donate, Register
Make sure to bring your site’s social integration across to the mobile experience.Charity D does that with our applicationsWorking with Brenda/Beth to get example of site mobilization that does the same.
===== Updated 08.2012 =====New slide, Relay app screensEvent management toolsRelay app is a known winner. Summer 2012 updates expand on popular features.Geared at registered users with event and fundraising management tools.
Do It Yourself Fundraising is a style of P2P fundraising that puts the power back into the hands of your consitutuents.This allows your participants to extend their fundraising activities outside the paradigm of your typical RWR style event. As a supporter of your organization, I can host a bake sale or donate my birthday to your cause. Developing an online DYI Fundraising tool provides these supporter with the online tools that you are providing to your RWR participants. An examples of this would be a program that encouraged individuals “Donate Your Birthday.” There is no set date or event assigned by the non-profit, this is all dictated by the individual who is electing to fundraise. From the perspective of the organization this is an EVERGREEN CAMPAIGN that doesn’t have a pre-determined end date. As an organization, your objective should be to provide these supporter with the tools needed to fundraise in a similar way to those supporters who are participating in your traditional RWR fundraising events.
Your Constituents are already doing this… Using random tools with pieced together messaging and minimal brand awareness for your orgOr WORSE – They are not “harnessing the power of Inspired Allies” who live online in their social networks How many of you have ever had a super excited person walk into your office or call you, telling you about this FANTASTIC IDEA for a fundraiser that they are willing to put on from start to finish and the proceeds will benefit you? Then they ask what “Don’t Put Your Eggs in 1 Basket” This applies to non-profit revenue streams as well as playing the stock market or gambling. Give the Komen Houston / Hurricane Rita story…. Low Maintenance for staff – There is an upfront investment of time & resources to get the program up & running, but once you’ve got it up.
Peer to Peer Fundraising
PEER-TO-PEER FUNDRAISING: HARNESSING THE POWER OF INSPIRED ALLIES Deepa Karani, Sr. Solutions Consultant Robyn Mendez, Solutions Architect9/21/2012 Footer 1
WHO ARE THESE WOMEN? WHO DO THEY WORK FOR? Deepa Karani Robyn Mendez Sr.Solutions Consultant, Solutions Architect, Blackbaud Blackbaud9/21/2012 Blackbaud Confidential 2
WHAT ARE WE TALKING ABOUT TODAY? • Top Trends in P2P Fundraising - Explosive Growth of Social Commerce - Expansion of Mobile Use - Diversification of P2P Programs: DIY Fundraising9/21/2012 Blackbaud Confidential 3
EXPLOSIVE GROWTH OF SOCIAL COMMERCE9/21/2012 Blackbaud Confidential 4
F-COMMERCE • Almost 25% of total internet time is spent on Facebook • Users are 4 times as likely to conduct a transaction inside of Facebook if it is referred to them by a trusted friend. For fundraising, this means integrated Facebook event registration and donation transactions.9/21/2012 Blackbaud Confidential 6
SOCIAL FUNDRAISERS ARE MOST SUCCESSFUL $800.00 Social Media Users Set $692 the Highest Goals $700.00 $660 $590 $600.00 $500.00 $456 $400.00 Social Media Users $314 Come Closer to $300.00 $276 $272 Reaching their Goals $200.00 $97 $100.00 $0.00 Social Media Users Are No Social Media Twitter Feedraiser Boundless Your Top Supporters Fundraising Avg. Fundraising Goal $ Online Donations per Participant9/21/2012 Blackbaud Confidential 7
REAL LIFE NON-PROFIT EXAMPLE #19/21/2012 Blackbaud Confidential 8
DEEPA’S REAL LIFE EXPERIENCE9/21/2012 Blackbaud Confidential 10
FACEBOOK SHARE FOR DONORS VIA THANK YOU EMAIL9/21/2012 Blackbaud Confidential 11
LEVERAGE SOCIAL PLUG INS9/21/2012 Blackbaud Confidential 12
ENCOURAGE PHOTO AND VIDEO SHARING In a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and text posts combined.9/21/2012 Blackbaud Confidential 13
CREATE SHAREABLE VIDEO CONTENT9/21/2012 Blackbaud Confidential 16
REAL LIFE NON-PROFIT EXAMPLE #29/21/2012 Blackbaud Confidential 17
SOCIAL MEDIA CENTER 189/21/2012 Blackbaud Confidential 18
SOCIAL MEDIA CENTER 199/21/2012 Blackbaud Confidential 19
SOCIAL MEDIA LOGIN9/21/2012 Blackbaud Confidential 20
S O C I A L S H A R I N G ( I N T E G R AT E D I N T O S I T E )9/21/2012 Blackbaud Confidential 21
TURN PARTICIPANTS INTO FUNDRAISERS9/21/2012 Blackbaud Confidential 22
PARTICIPANT PEER TO PEER OPTIONS9/21/2012 Blackbaud Confidential 23
BOUNDLESS FUNDRAISING WITH FACEBOOK9/21/2012 Blackbaud Confidential 24
Scripted newsfeeds Friends can donate and spread the message9/21/2012 Blackbaud Confidential 25
E X PA N S I O N O F M O B I L E9/21/2012 Blackbaud Confidential 26
WE ARE ALL WIRELESS US Population311M Wireless Subscribers 331MUS wireless penetration 104% (+6% yoy)US wireless-only households 31% (+5% yoy) Mobile devices are rarely more than 4 feet from their owners. 279/21/2012 Blackbaud Confidential 27
WE ARE ALL MOVING TO MOBILE • The number of people accessing the mobile Internet is expected to overtake the PC as the most popular way to get on the Web within five years. • Average Americans spend 2.7 hours a day socializing on a mobile device. 289/21/2012 Blackbaud Confidential 28
KEY POPULATIONS - AND - ACTIVITIES9/21/2012 Blackbaud Confidential 29
GOING MOBILE P2P STYLE Primary Areas of Opportunity • Mobile Optimization of your existing website • Mobile Applications Secondary Areas of Opportunity •SMS Communication (Text Messaging) •Text to Give9/21/2012 Blackbaud Confidential 30
M O B I L E O P T I M I Z AT I O N : R E S P O N S I V E W E B D E S I G N9/21/2012 Blackbaud Confidential 31
MOBILE WEBSITES W W W. S K E C H E R S F R I E N D S H I P WA L K . C O M • Skechers Foundation’s Friendship Walk9/21/2012 Blackbaud Confidential 32
REAL LIFE EXAMPLE: ACS MAKING STRIDES9/21/2012 Blackbaud Confidential 33
REAL LIFE EXAMPLE: ACS DETERMINATION9/21/2012 Blackbaud Confidential 34
MOBILE APP DEVELOPMENT • Mobile Apps are tools that can be downloaded to a smart phone and used to manage elements of a person’s fundraising activities. • Common App Function in P2P: Mobile Participant Center - Fundraising Soliciation tools through email & social media - Monitor Personal & Team Fundraising Process • Many P2P software options baked into the tools or available from developers: - Fundraising with Friends App for Friends Asking Friends - There are also lots developers focused on bulding custom apps - TeamRaiser partners: Charity Dynamics, Zuri Group, Cathexis Partners9/21/2012 Blackbaud Confidential 35
MOBILE READY FRIENDS ASKING FRIENDS & FUNDRAISE WITH FRIENDS MOBILE APP9/21/2012 Blackbaud Confidential 36
REAL L IFE E XAMPLE: • Cathexis Partner’s “TR2Go” event dashboard9/21/2012 Blackbaud Confidential 37
REAL LIFE EXAMPLE: BIKE MS9/21/2012 Blackbaud Confidential 38
RELAY MOBILE APP9/21/2012 Blackbaud Confidential 39
D I V E R S I F I C AT I O N O F P E E R - T O - P E E R FUNDRAISING: DIY FUNDRAISING9/21/2012 Blackbaud Confidential 40
WHAT IS DIY FUNDRAISING? “Do It Yourself” Fundraising is a style of peer-to-peer fundraising where the individual participant is able to determine how they would like to fundraise for your org.9/21/2012 Blackbaud Confidential 41
WHY IS DIY FUNDRAISING A SMART IDEA? • You constituents are already fundraising this way - Providing online tools kits empowers you to say yes to more. • P2P Revenue Diversification • Low Maintenance Campaign • Fuels Stories for Media9/21/2012 Blackbaud Confidential 42
K E Y TA K E AWAY S • Today’s Peer-to-Peer Fundraising IS Social Fundraising it is heavily tied to Mobile Access • You need to integrate both Social Media and Mobile tactics into your event’s strategic plans. • Adding a DIY fundraising solution can increase P2P revenue and reduce risk by adding another revenue stream. •Taking 2-3 actionable steps is better than not taking action on 40-50 ideas.9/21/2012 Blackbaud Confidential 49
C O N TA C T U S : Deepa Karani Deepa.firstname.lastname@example.org Robyn Mendez Robyn.email@example.com Twitter: @robynmendez9/21/2012 Blackbaud Confidential 50
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