The science of fundraisingv2
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  • TITLE SLIDE.
  • Find all leaders last year % that came back this yearRevenue – what was the leaders revenue last year and what % of their revenue came backRevenue didn’t go down as much as the people – we’re not being back as many people, but the people we are bring back are more successful – true for direct mail
  • $72.33$466.63$646.83

The science of fundraisingv2 Presentation Transcript

  • 1. It’s a Science, no it’s an Art; Actually it’s both Part 1: The Science of Peer-to-Peer Fundraising PRESENTED BY AMY BRAITERMAN AND JENNIFER ASHBAUGH 1
  • 2. WELCOME TO OUR LAB Amy Braiterman Principal Strategy Consultant Blackbaud Jennifer Ashbaugh Big Brother Big Sisters of America 2
  • 3. WHY IS SCIENCE COOL? Problem Investigate 3 Solutions!
  • 4. SCIENTIFIC PROCESS 4
  • 5. PURPOSE: STATING THE PROBLEM PROBLEM: Year over year retention is low 5
  • 6. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Notes: Revenue didn’t go down as much as the people. The people we’re bring back are more successful 6
  • 7. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? 7
  • 8. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? 8
  • 9. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Participant Migration 9
  • 10. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Percent of Participants and Revenue by Loyalty Percent of Participants and Revenue by Loyalty Loyalty CY % of CY Participants by Loyalty New MultiYear % of CY Revenue by Loyalty 64% 36% 47% 53% 10
  • 11. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Revenue per Participant Notes: multi-year more successful. How are we communicating to past participants? Gifts per Participant 11
  • 12. WOW! THAT WAS A LOT; LET’S REVIEW Retention: Under Official Review • Participant types provided clearer picture of retention - Team leader, team member and individuals • Revenue did not go down as much as the participants - We’re not bring back as many people, but the participants we are bring back are more successful • Multi-year participants are more successful than new participants • While multi-year participants are more successful they have challenges maintaining their high fundraising level 12
  • 13. HYPOTHESIS: PREDICTING THE OUTCOME HYPOTHESIS: To solve year over year retention focus on team leaders. 13
  • 14. If I look at the mass, I will never act. If I look at the one, I will” Mother Teresa #BBInteractive 14
  • 15. WHY DID WE MAKE THIS HYPOTHESIS? Team Leaders – Bring Team Members 9% of Participants 20% of Revenue 57% of Participants 43% of Revenue We believe team leader’s Team Members – impact. make biggestBring Donors Donors 15
  • 16. Here’s where we have some fun! It’s time to Experiment! 16
  • 17. WHAT DID I LEARN FROM MY RESEARCH? ATTEND FOLLOW UP SESSION: Part II: The Art of Peer-to-Peer Fundraising; Cultivating P2P Participants 17
  • 18. IMPROVE TEAM LEADER RETENTION • It starts with year round communication - Just because the event is over doesn’t mean you stop communicating • Make it personal – combinations of online and offline engagement • Ask team leaders to be on your event committee • Involve team leaders in mission activities - Send them information on educational & program activities • Your entire relationship doesn’t have to be about fundraising 18
  • 19. PURPOSE: STATING THE PROBLEM PROBLEM: Decline in use of online tools and online activity 19
  • 20. RESEARCH: WHAT DO WE KNOW ABOUT USE OF ONLINE TOOLS? 33% 32% 31% 30% 29% 28% 27% Online Participants with 1+ Online Gift 20
  • 21. RESEARCH: WHAT DO WE KNOW ABOUT USE OF ONLINE TOOLS? $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 Online Donation Per Online Registrant 21
  • 22. RESEARCH: WHAT DO WE KNOW ABOUT USE OF ONLINE TOOLS? 18% 17% 17% 16% 16% 15% 15% 14% 14% 13% Percentage of Participants Sending Emails 22
  • 23. HYPOTHESIS: PREDICTING THE OUTCOME HYPOTHESIS: To improve use of online tools we need to focus on segments. 23
  • 24. RESEARCH: WHAT SEGMENTS SHOULD WE FOCUS ON? Zero Online Gifts 1-4 Online Gifts Fundraisers vs. 5+ Online Gifts Leaders 7% - Participants 0% - Revenue Leaders 6% - Participants 10%- Revenue Avg raise:$129.63 Leaders 3% - Participants 27% - Revenue Avg raise:$724.53 Non-Leaders 53% - Participants 0% - Revenue Non- Leaders 27% - Participants 34% - Revenue Avg raise:$ 85.00 Non- Leaders 3% - Participants 28% - Revenue Avg raise:$506.86 Non-Fundraising Participants 24
  • 25. Here’s where we have some fun! It’s time do aExperiment! to little more research Wait… Let’s first. What are the segments? 25
  • 26. EXPERIMENT: ONLINE DONATION AMOUNT PER ONLINE PARTICIPANT $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 All Participants $70.00 1-4 Online Gifts 5+ Online Gifts Team Leader $129.63 724.53 Non-Leaders $85.00 506.86 26
  • 27. EXPERIMENT: NUMBER OF ONLINE GIFTS PER ONLINE PARTICIPANT 1.55 1.50 1.45 1.40 1.35 1.30 1.25 All Participants 1.35 1-4 Online Gifts 5+ Online Gifts Team Leader 2.02 11.62 Non-Leaders 1.56 8.97 27
  • 28. EXPERIMENT: PERCENTAGE OF PARTICIPANTS SENDING EMAILS 18% 17% 17% 16% 16% 15% 15% 14% 14% 13% Sending Emails (All Participants 14%) 0 Online Gifts 1-4 Online Gifts 5+ Online Gifts Team Leader 14% 45% 70% Non-Leaders 2.2% 18% 65% 28
  • 29. EMAILS SENT PER PARTICIPANT 30 25.51 25 25.94 21.9 21.38 20 15 10 5 0 Number of Emails Sent : 25.94 0 Online Gifts 1-4 Online Gifts 5+ Online Gifts Team Leader 12.2 19.3 51.2 Non-Leaders 6.8 10.1 27.9 29
  • 30. EXPERIMENT: PERCENTAGE OF PARTICIPANTS CHANGING PERSONAL PAGE No online activity: $29.34 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Personalizing Page: Average Raised = $294.27 0 Online Gifts 1-4 Online Gifts 5+ Online Gifts Team Leader 10.9% 21.4% 44.4% Non-Leaders 1.6% 9.3% 25.5% 30
  • 31. ANALYSIS: WHAT DID WE LEARN FROM OUR EXPERIMENT? • Segments are awesome because it provides more details on participant online activity • Identify people who doing something and helping them do it better - Move 1-4 fundraisers to Superstar status 5+ online gifts • Create communications plans based on activity - Follow up with people who are taking action, but not raising money - Send people friendly reminders 31 Identify P2P fundraisers who are doing something and help them do it better. #BBInteractive
  • 32. ANALYSIS: WHAT DID WE LEARN FROM OUR EXPERIMENT? • Push participants to take actions – remind them of their options - Tell them why! We’re not asking to raise money – we’re telling them why they want to raise money - Change the message from raise $100 – to… do this! - Focus on the WHY; then participants how to do something • Give them permission to do extra things… they need someone to push them to follow up 32 Give P2P fundraisers permission or a reminder to do more online activities #BBInteractive
  • 33. PURPOSE: STATING THE PROBLEM PROBLEM: Where do I start? 33
  • 34. PURPOSE: STATING THE PROBLEM HYPOTHESIS: Asking participants questions can provide insights to help get started 34
  • 35. RESEARCH & EXPERIMENT What did Big Brothers Big Sisters do? • To learn more about donors and participants, we worked with 9 agencies on a survey. • In May, we went out a survey to over 6,000 donors, participants, and team captains and got just over 1,000 responses. What was Big Brothers Big Sisters looking for? • How or if any did our Bowl for Kids Sake redesign affect our participants? • Why are you participating? • How are you participating? • Did you know how Big Brothers Big Sisters is making a difference? - This was important to help us improve our communication strategy. 35
  • 36. RESEARCH & EXPERIMENT 36
  • 37. WHEN YOU SIGN UP; WAS IT CLEAR THAT THE PURPOSE OF THE EVENT WAS TO RAISE MONEY TO SUPPORT BIG BROTHERS BIG SISTERS? 100% 2 1 1 99% 98% 10 97% 25 15 96% 95% 94% 481 93% 587 227 92% 454 227 91% Answered 90% Overall Completely clear Bowlers Team Captains Somewhat clear 37 Unclear Skipped
  • 38. WHAT WAS THE PRIMARY REASON YOU RAISED MONEY? 100% 90% 20 8 12 27 36 80% 70% 112 9 4 12 11 4 0 7 20 22 36 14 53 59 558 60% Yes 50% No 40% 30% 342 182 160 20% 508 557 10% 0% Overall Bowlers It's a good cause Benefit the local community BBBS made it clear I was supposed to fundraise My work asked me to My friend / family asked me to To earn an incentive or prize 38 Team Captains Answered Skipped
  • 39. DID YOU SEND EMAILS THROUGH THE BOWL FOR KIDS' SAKE WEBSITE? 100% 10 19 218 151 90% 80% 70% 60% 50% 40% 30% 231 263 491 577 20% 10% Answered 0% 2012 Survey Yes No 2011 Survey Unsure / I do not remember 39 Skipped
  • 40. DID YOU USE THE BOWL FOR KIDS' SAKE WEBSITE TO POST MESSAGES TO FACEBOOK OR TWITTER? 100% 9 21 90% 80% 70% 329 60% 293 50% 40% 30% 487 20% 581 149 87 10% 0% 2012 Survey Yes No 2011 Survey Unsure / I do not remember 40 Answered Skipped
  • 41. WHY DID YOU CHOOSE TO USE THE BFKS WEBSITE TO POST TO FACEBOOK AND / OR TWITTER? Please rank all that apply with 1 being the primary reason. 9 2% I was asked to 9 6 14 70 149 31% 329 67% I wanted to raise as much awareness as possible for Big Brothers Big Sisters 80 27 7 5 Yes I wanted to share my story 11 27 49 No 22 147 921 It was easy 39 51 21 4 Answered 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% 1 Unsure 2 3 4 41 Skipped
  • 42. HOW OFTEN DID YOU LOGIN TO YOUR PERSONAL PAGE? 100% 24 49 90% 80% 70% 267 207 60% 50% 40% 30% 485 151 113 20% 583 10% 43 32 2012 Survey 2011 Survey Answered 0% Once 2 - 3 times More than 4 times Unsure / I do not remember 42 Skipped
  • 43. HOW DID YOU DETERMINE WHAT AMOUNT TO DONATE TO BOWL FOR KIDS' SAKE? 100% 36 6 30 90% 80% 70% 128 347 60% 219 50% 40% 30% 12 20% 6 20 77 6 57 10% 64 83 513 19 0% Overall Participant Donor 555 Non participant Donor My relationship with the person who asked me to donate My relationship with BBBS Answered I was asked to give that amount I gave what I could afford to give Other 43 Skipped
  • 44. WOULD YOU CONSIDER USING A MOBILE APP TO HELP SUPPORT YOUR FUNDRAISING EFFORTS? 100% 90% 125 62 63 80% 70% 60% 73 164 91 50% 40% 477 30% 20% 591 105 188 83 Answered 10% 0% Overall Bowlers Yes No Team Captains Maybe 44 Skipped
  • 45. IF YOU PARTICIPATE IN BOWL FOR KIDS' SAKE IN THE FUTURE, WHAT METHODS WOULD YOU USE TO RAISE MONEY FOR BIG BROTHERS BIG SISTERS? 100% 90% 264 122 142 371 175 196 113 48 65 182 80 102 349 161 188 Overall Bowlers Team Captains 80% 70% 60% 50% 40% 477 591 30% 20% 10% 0% Face to face Phone Text E-Mail 45 Social Media Answered Skipped
  • 46. 400 PLEASE CHECK ALL THAT APPLY IF YOU ARE A CURRENT / FORMER/ FRIEND OR FAMILY MEMBER OF THE FOLLOWING: 350 300 150 250 200 64 150 50 100 45 153 60 50 11 17 435 74 15 11 0 Big Current 48 Little Board Member Former 633 Staff Friend of Family member 46 Answered Skipped
  • 47. WOW! THAT’S A LOT OF DATA… WHAT ARE YOU GOING TO DO? Clearly, our participants are multi-channel • Give them a variety of opportunities to get the word out: - E-mail - Social - Letters -Phone calls - Texts It’s even clearer, they do this because they want to, not because someone makes them • Reframe how we ask them - Tone down the “Send e-mail, send e-mails, send e-mails” - Replace with, “Want to raise as much awareness as possible? - Repeat their words back to them, “It was easy” “It was simple” “My co-workers loved the video I made”. 47
  • 48. HOW CAN I BE A SCIENTIST? Look for themes in your research • Seeing a similar result in multiple places helps you identify problem areas and outliers Re-examine your ideas & test our theories • Data can point out your blind spots Be a good scientist: Test your hypothesis • What do you want to change? • How are you going to change it? • How will you know if it changes? 48
  • 49. HOW CAN I BE AN ARTIST? Be creative • Don’t be afraid to go outside the lines. The great ones do! Take a calculated risk • Don’t let data (or the lack thereof) keep you from being bold! Put your mission front and center • Often the science reminds us that our messages aren’t being heard. • Invest time and energy discerning which messages are most powerful for each of your audiences. 49
  • 50. TWEETERS USE HASHTAGS: #bbcon #bbinteractive 50