Raising More Money Online with Independent Fundraising Events

Independent Fundraising Events 05.20.2010 • Zach Anderson

Independent Fundraising Events Research Project Overview Event 360 / Blackbaud Partnership Six Participating Organizations Project Objective • Understand best practices around the use of online event fundraising tools to support Independent Fundraising Events. Research Methodology • Staff Interviews • Program Data Analysis • Participant Surveys • Website Overviews Zach Anderson | Page #3 © 2010 Blackbaud

Independent Fundraising Events Terminology  Traditional Fundraising Event Anyone here put on a walk? Run? Bike event? The most common type of viral event hosted by and managed by the non-profit  Independent Fundraising Event 3rd party/grassroots events Non-profit creates the infrastructure, events are created and managed by the fundraiser  Virtual Events Hosted and managed by the non-profit No physical event Zach Anderson | Page #4 © 2010 Blackbaud

Independent Fundraising Events Fundraising Events  Tangible expression of your mission  Opportunity to host a captive audience  Extension of your brand and reputation  Strong revenue driver  Requirements: Resources Ideally a 20-30% cost of fundraising Locations  Want to do more? Supplement your fundraising portfolio with an… Independent Fundraising Event Program Zach Anderson | Page #5 © 2010 Blackbaud

Independent Fundraising Events Independent Fundraising Events ($3,000) Traditional Fundraising Events ($500) Virtual Events ($200) Social Networking The Port, Facebook, Twitter, Mobile (Average $0 raised per support) Zach Anderson | Page #6 © 2010 Blackbaud

Independent Fundraising Events Who? Your Mission, Your People Linkage Interest Ability • Direct, • There is a • Will give what emotional demand they can in connection • Want to match time, treasure, • Your mission passion with or talent serves them mission “My involvement in fundraising for [Team Fox] has helped me to accept my diagnosis and reach out to others. It has given me back a sense of purpose since my retirement.” - Team Fox Participant Zach Anderson | Page #7 © 2010 Blackbaud

Independent Fundraising Events What? The Independent Fundraising Event Definition and Vocabulary • Independent / Third Party / Grass Roots Fundraising Events • Members / Participants / Volunteers / Supporters Growing Source of Revenue • Growing trend and demand • Estimated $333 million raised nationally through IFEs in 2008 Operationally Feasible • Understand the needs, provide the solutions • Requires management • Win/Win opportunity “The average LIVESTRONG Challenge supporter raised about $500 in 2008. The average independent fundraiser raised over $3,200” – Advancing Philanthropy, Sept/Oct 2009 Zach Anderson | Page #8 © 2010 Blackbaud

Independent Fundraising Events Why? Revenue at Low Cost Resource Requirements • Staff ½ to 1 Full-time Employee • Online Fundraising Solution & Tools • Online transaction fees • Branded supplies (optional) Comparing Costs to Other Fundraising Activities Average Costs Per Dollar Raised $1.60 $1.50 $1.40 $1.20 $1.00 $0.80 $0.50 $0.60 $0.30 $0.25 $0.25 $0.40 $0.20 $0.15 $0.15 $0.20 $0.00 Zach Anderson | Page #10 © 2010 Blackbaud

Independent Fundraising Events How? Match Passion with Mission “Keep up the good work. My family will keep doing our part.” – Canadian Cancer Society IFE Participant Zach Anderson | Page #11 © 2010 Blackbaud

Independent Fundraising Events Team Fox – Michael J. Fox Foundation Mary Ann O. of Illinois • Diagnosed in 2001 with early onset of PD • Heard Michael J. Fox speak at conference in 2006 • Combined her passion of gardening with an idea for a Garden Walk Fundraising Results • 2007 – raised $25,000 • 2008 – raised $45,000 • 2009 – raised $52,000 “Marry Ann has become a Team Fox Mentor for other independent Event Success fundraisers!” - Team Fox • Team of 25 volunteers of friends and neighbors • Mayor of her town attends • Silent Auction, Raffle, Door Prize, Band, Ring Toss • 30 minute educational program lead by 2 expert neurologists Zach Anderson | Page #12 © 2010 Blackbaud

Independent Fundraising Events Team Reeve All-Stars – Christopher & Dana Reeve Foundation Lisa and Bob H., Missouri We remain hopeful that through research our dreams of freedom for • Injured 10 years ago in line of duty so many living with paralysis will be realized.” • Paralyzed from shoulders down - Team Reeve All-Stars Participant Zach Anderson | Page #13 © 2010 Blackbaud

Independent Fundraising Events Challenges of IFE Programs  Budgeting Revenue  Justification of Costs  Connecting with IFE donors  Supplies and Giveaways  Positive Online User Experience  Reputation/Brand Risk Zach Anderson | Page #14 © 2010 Blackbaud

Independent Fundraising Events Best Practices 1. Ensure Organization-wide Support 2. Encourage Online Use 3. Provide a ‘Hand Up’ 4. Standardize Tracking and Reporting 5. Create a Recognition Program When in doubt, get outside help! Zach Anderson | Page #15 © 2010 Blackbaud

Independent Fundraising Events 1. Ensure Organizational-wide Support Top-down and Part of the Culture • Executive buy-in • Treat like major gift donors Involve the Local Affiliates • When possible, keep funds local • Respect the IFE donor base „territory‟ Communicate the Performance and Benefits • Less affected by economic state • Low cost of fundraising • Expanded reach for the organization • Build stronger, more loyal supporters Zach Anderson | Page #16 © 2010 Blackbaud

Independent Fundraising Events 2. Encourage Online Use Consistent Data Collection is Important • Efficient and reduces human error • Minimizes workload of IFE and organization Require Online Registration • Must offer a positive online user experience • Include reading/e-signing an agreement of guidelines Ask Participants to Encourage Online Donations • Ask for information, not money • Understand who and why • Offer opt-in/out option for further communication “The [Team Fox website] is a great resource. Raising funds can be daunting and [the site] helps to organize and motivate.” - Team Fox Participant Zach Anderson | Page #17 © 2010 Blackbaud

Independent Fundraising Events 3. Provide a ‘Hand Up’ Your audience…cares…is motivated…is volunteering… • …and is asking for guidance. Educate, Empower, Encourage • Personal Customer Service (name, number, and email) • Fact Sheet • Basics of Fundraising • Basics of Hosting an Event • Online Tools for invitations, communication, and money collection • Instructions for Online Tools • Approved Logos and Letters of Support • “Ask” and Press Release Templates • Online recognition Zach Anderson | Page #18 © 2010 Blackbaud

Independent Fundraising Events 4. Standardize Tracking & Reporting Minimum Standard Metrics • Number and Date of registered events • Location of events, organizers, participants, donors • Number of participants • Number of repeat vs. new (events and participants) • Designation for event organizers and individual fundraisers • Overall fundraising by event and fiscal year • Fundraising per participant • Number of gifts per participant Scheduled reporting • Data integrity • Analysis will aid forecasting • Follow progress of events Track engagement • How else are IFE participants and donors involved in the organization? Zach Anderson | Page #19 © 2010 Blackbaud

Independent Fundraising Events 5. Create a Recognition Program Reasons for giving of time, talent, or treasure • Want to belong • Want to feel good • Want to be acknowledged Website Recognition • Honour Roll – home page and participant pages • “Legacy” or “Super Star” program • Experiential reward • Tribute postings Success stories • E-Communications, at least regionally if not nationally • Social Networking (Facebook, Twitter, Blogspot, MySpace) • Message Board or Blog Don’t Forget to Send Thank You’s! Zach Anderson | Page #20 © 2010 Blackbaud

Independent Fundraising Events Benefits of an Independent Fundraising Program Supplementary, not Competitive, to the Development Portfolio • Reach donors otherwise unattainable • Provides awareness beyond the reach of the organization • Allows someone who perhaps is unable to give to be involved Low Cost of Fundraising • Online giving as a percentage of the whole is growing • Generates interest in the organization at little to no cost • More tolerant of economy because the give is very personal Provides Deeper Level of Engagement with Strongest Supporters • Offers a very personal form of involvement • Typically raise far more than traditional fundraising event participants Zach Anderson | Page #21 © 2010 Blackbaud

Independent Fundraising Events How to Measure Online Success  Raised over $700K in just under 3 Years  All Regions Now Actively Promoting and Fundraising Online  Average Online IFE Gift is $82.38 (Approx $60 Average Gift for Traditional Events)  Average IFE Participant raises $1,153 Online (Average Relay for Life Participant Raises $350)  Over 1,000 Passionate Volunteer Fundraisers Delivering Our Mission  175 Event Organizers  10,000 New Online Donors in Our Database Zach Anderson | Page #24 © 2010 Blackbaud

Independent Fundraising Events Blackbaud Sphere Events - Standard Featuring Friends Asking Friends® Easy-to-Deploy, Flexible Templates Fundraising Focused Design Facebook, Twitter, You- Tube Integration Autism Speaks Give Now - http://givenow.autismspeaks.org Zach Anderson | Page #26 © 2010 Blackbaud

Independent Fundraising Events Blackbaud Sphere Events - Advanced Featuring Custom Friends Asking Friends® Highly-Customizable Website Templates Design can Include Community-Building as Well as Fundraising Team Fox - http://www.teamfox.org Facebook, Twitter, You- Tube Integration Zach Anderson | Page #27 © 2010 Blackbaud

Independent Fundraising Events Key Take-Aways  Getting Started – Engage Existing Supporters and Develop Program  Branding – Compliment Mission, Separate from Traditional Events  Key Decisions – Teams/No Teams, Community, Reporting  Fundraiser Engagement – Higher Level, Donor Conversion Strategy Zach Anderson | Page #28 © 2010 Blackbaud

Independent Fundraising Events Blackbaud Sphere® Events™ – Social Media Toolkit Social Media Twitter Facebook YouTube Toolkit  Released in June 2009  Included as Part of Blackbaud Sphere Events  Easy to Activate for Any Event  Facebook includes Feedraiser Zach Anderson | Page #31 © 2010 Blackbaud

Independent Fundraising Events Boundless Fundraising – Facebook Extension Friends Asking Friends Integrates with Facebook, Twitter and Youtube Adopted by The Heart Walk, Alzheimer‟s Association, and the Livestrong Challenge in 2009 Average Facebook User has 120 Friends versus 22 E- mails Sent per Participant Zach Anderson | Page #32 © 2010 Blackbaud

Independent Fundraising Events Used by Most Successful Fundraisers $800.00 $700.00 $692 Social Media Users Set $660 the Highest Goals $590 $600.00 $500.00 $456 $400.00 $314 $300.00 $276 $272 Social Media Users Come Closer to $200.00 Reaching their Goals $97 $100.00 $0.00 No Social Media Twitter Feedraiser Boundless Fundraising Social Media Users Are Avg. Fundraising Goal $ Online Donations per Participant Your Top Supporters Zach Anderson | Page #33 © 2010 Blackbaud

Independent Fundraising Events Social Media Impact on Returning Participants Annual Increase from 2008 to 2009 Additional Social Media $300.00 Tools Incentivized Returning Participants $256.72 $250.00 $225.90 $200.00 Returning Participants $150.00 Using Twitter for the First Time Increased Fundraising Goal 4X Non-Social Media $100.00 Users. $70.55 $50.00 $22.97 $0.00 Increase Fundraising Fundraising Goal Total Donations Goals Matched by Increase Fundraising Twitter Users No Social Media Totals Zach Anderson | Page #34 © 2010 Blackbaud

Independent Fundraising Events Questions/More Information  Contact your Blackbaud Account Manager  Contact me with questions Zach Anderson 858.795.3157 zach.anderson@blackbaud.com Zach Anderson | Page #35 © 2010 Blackbaud

Independent Fundraising Events 05.20.2010 • Zach Anderson

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Raising More Money Online with Independent Fundraising Events

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