3. 9/28/2013 #bbcon 3
TWEET ABOUT OUR SESSION
TWEETING OR FOLLOWING TWEETS
ABOUT THE CONFERENCE? #BBCON
TWEETING OR FOLLOWING TWEETS
ABOUT ETAPESTRY? #BLKBETAP
4. 9/28/2013 #bbcon 4
By the time we finish today we will have learned
What forms of Multi-channel Marketing are
reaching which groups of people?
What is Peer to Peer Fundraising?
How does Peer to Peer Fundraising fit in this multi-
channel world and more importantly, how can I use
Peer to Peer Fundraising to increase my
organization’s fundraising efforts and to connect us
with solid prospective donors?
How can I use Peer to Peer Fundraising (Friends
Asking Friends) with eTapestry to increase my
house file to cultivate and grow my donor base?
OUR AGENDA
5. 9/28/2013 #bbcon 5
Definitions from the For-Profit Arena
To better understand why and how for-profits engage
in integrated multi-channel marketing, below are
several definitions with key points highlighted:
Integrated marketing communication is a way of looking at the whole
marketing process from the viewpoint of the customer. (To paraphrase:
Organizations need to align processes and engage customers based upon
their expressed needs and wants garnered from the real data collected and
analyzed and not based upon how they are internally structured.)
Professor Philip Kotler S.C. Johnson & Son
Distinguished Professor of International
MarketingKellogg School of Management,
Northwestern University
WHAT IS MULTI-CHANNEL (INTEGRATED)
MARKETING?
6. 9/28/2013 #bbcon 6
What Channel
do your event
participants
and donors
tune into?
MULTI-CHANNEL MARKETING
13. 9/28/2013 #bbcon 13
THIS WEEK’S
SCHEDULE
SUN MON TUES WED THUR FRI SAT
Send
Email
Forward
Email
New
Post
Comment
Rec’d on
Post
Post
Shared
New
Post
Post
Shared
Post
Shared
Tweet Re-
Tweet
Tweet Tweet Re-
Tweet
Tweet Re-Tweet
Post
Send
Invite Send
Email
FB Post Tweet Send
Email
Tweet
Status
YOUR DONORS ARE TUNING INTO MANY
CHANNELS, HOW WELL DOES YOUR
PROGRAMMING LINE-UP REACH THEM?
14. 9/28/2013 #bbcon 14
• The fastest growing demographic on Twitter is the 55 to 64 age
bracket.
• 189 million of Facebook's users are "mobile only."
• YouTube reaches more U.S. adults aged 18 to 34 than any cable
network.
• Every second two new people join LinkedIn.
• Social media has overtaken all other activity on the Web.
• LinkedIn has a lower percentage of active users than Pinterest,
Google+, Twitter, and Facebook.
• 93% of marketers use social media for business.
• 25% of smartphone owners ages 18 to 44 say they can't recall the last
time their smartphone wasn't next to them.
• Even though 62% of marketers blog or plan to blog in 2013, only 9%
of U.S. marketing companies employ a full-time blogger.
• 25% of Facebook users don't bother with privacy settings
Source: Business Insider 7/19/13
10 SOCIAL MEDIA STATISTICS THAT WILL SHAPE
YOUR SOCIAL STRATEGY
21. 9/28/2013 #bbcon 21
• A style of fundraising where an organization recruits individual supporters
to ask their friends and family to donate to that organization.
WHAT IS PEER-TO-PEER FUNDRAISING?
Non Profit
P2P Fundraising is almost always connected to some form
of event or personal milestone.
22. 9/28/2013 #bbcon 22
It is more about their NETWORK,
than their NETWORTH!
WHAT’S DIFFERENT ABOUT PEER 2 PEER?
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Technology enhances current activities
Expand your reach and broadcast your message
Decrease cost of supporter acquisition
Increase efficiencies
Your supporters’ viewpoints
Deliver personalized communications
Communicate with them where they are &
when they are ready
P2P = Multi Channel Fundraising
26. 9/28/2013 #bbcon 26
PEER TO PEER = PREFERRED ACROSS
DEMOGRAPHICS
Sources: Convio Next Generation of Giving Report;
% of donors say appropriate solicitation channel
Peer to Peer
Mail
Email
Social Media
Text
28. 9/28/2013 #bbcon 28
Run Walk
Ride (RWR)
• A-thon Events
• 5k, Walk,
Danceathon
• Run by the org,
branding is key
• Team
Structures
DIY
• Virtual or run by
fundraiser only
• Org provides
tools to
motivated
supporters
• Donate your
Birthday,
Wedding,
Spaghetti
Dinner…
• Evergreen =
run all year!
Tribute
• Personal Pages
Created in
Honor or
Memory
• No physical
event
• Personal page
tells story,
collects gifts in
honor
• Evergreen =
run all year!
Consumer
Portal
• 3rd party site
hosts
fundraising
pages
• Consumers
create pages on
their favorite
charity’s behalf
• Org has little/no
involvement,
not branded
Multi-Charity
Event
• Fundraisers
participate in
larger event
• Fundraise on
org’s behalf,
often as team
• Ex: I’m running
NYC Marathon
on behalf of
ABC
Foundation –
support me!
P2P HAS MANY FORMS…
29. 9/28/2013 #bbcon 29
HOW DO YOU MOVE FROM THE
“COMMERCIALS” TO THE “REGULARLY
SCHEDULED PROGRAM”?
42. 9/28/2013 #bbcon 42
GET TO KNOW YOUR NEW DONORS
• Thank them!
• Follow up with your new donors via your
prescribed implementation program
• Mention the donor in a tweet
• Cultivate the relationship
43. READY FOR YOUR NEXT EVENT?
INVITE YOUR CONSTITUENTS (OLD AND NEW)
TO PARTICIPATE IN YOUR EVENT
eTapestry’s
DIY Forms
eTapestry’s
Advanced
Email
eTapestry’s
FAF
Connector
44. 9/28/2013 #bbcon 44
We’ve covered a lot of ground today
What forms of Multi-channel Marketing are
reaching which groups of people?
What is Peer to Peer Fundraising?
How does Peer to Peer Fundraising fit in this multi-
channel world and more importantly, how can I use
Peer to Peer Fundraising to increase my
organization’s fundraising efforts and to connect us
with solid prospective donors?
How can I use Peer to Peer Fundraising (Friends
Asking Friends) with eTapestry to increase my
house file to cultivate and grow my donor base?
BEFORE THE CREDITS ROLL….
46. 9/28/2013 #bbcon 46
THANKS FOR COMING!
If you have additional questions—
Stop by our booth to visit
Email me at
angie.vogt@blackbaud.com
Contact your account executive
