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Hot Topics Panel: How to Take Your Peer to Peer Fundraising Program from Good to Great
 

Hot Topics Panel: How to Take Your Peer to Peer Fundraising Program from Good to Great

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bbcon 2013

bbcon 2013

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    Hot Topics Panel: How to Take Your Peer to Peer Fundraising Program from Good to Great Hot Topics Panel: How to Take Your Peer to Peer Fundraising Program from Good to Great Presentation Transcript

    • 10/7/2013 #bbcon 1 Take Your Peer-to-Peer Fundraising Program from Good to Great! DONNA WILKINS, CHARITY DYNAMICS DAVID MCSHEA& SHANA MASTERSON, AMERICAN DIABETES ASSOCIATION CARRIE CORK, AMERICAN HEART ASSOCIATION MERI-MARGARET DEOUDES, NATIONAL WILDLIFE FUND JULIE BALFOUR, EASTER SEALS #BBCon #GreatP2P
    • 10/7/2013 #bbcon 2#GreatP2P
    • 10/7/2013 #bbcon 3 Getting Over A.T.A.P Syndrome DAVID MCSHEA & SHANA MASTERSON AMERICAN DIABETES ASSOCIATION
    • 10/7/2013 #bbcon 4 Symptoms of A.T.A.P Syndrome 2011 Lackluster Results 52% $O walker rate 37% Team Retention (3% decrease) $211 Fundraising Avg. ($14 decrease) Minor Increase Online Fundraising
    • 10/7/2013 #bbcon 5 Never Fear! Acronym Creating Man is here!
    • 10/7/2013 #bbcon 6 Team Captains Champions to Stop Diabetes Red Striders
    • 10/7/2013 #bbcon 7 Team Captains Bringing Focus  24 Hour Challenge  Nationwide Team Expansion Results 14,077 (5.3% increase vs. 2011) Corporate Teams $1,707 Fundraising Average (+$40 vs. 2011) and 7.2% increase in total Team $
    • 10/7/2013 #bbcon 8 Champions to Stop Diabetes Bringing Focus  Nat./Local Recognition & Support  Kay Jewelers & DOE Shirt Results 2,517 (11.8% increase vs. 2011) $5,917,018 (7.9% increase vs. 2011) 47% of total participant funds
    • 10/7/2013 #bbcon 9 Red Striders Bringing Focus National Acquisition Campaign  Expanded Tools Results 12,107 (5% increase over 2011) $2,560,943 (-$15,000 vs. 2011) $354 average (-$5 vs. 2011)
    • 10/7/2013 #bbcon 10 TCR and Team Raiser
    • 10/7/2013 #bbcon 11 LOGGED IN BANNERS
    • 10/7/2013 #bbcon 12 PARTICIPANT BADGES
    • 10/7/2013 #bbcon 13 SITE MAP/NAVIGATION
    • 10/7/2013 #bbcon 14 STATIONERIES - STAFF
    • 10/7/2013 #bbcon 15 STAFF - WALKING THE TALK!
    • 10/7/2013 #bbcon 16 STATIONERIES - PARTICIPANTS
    • 10/7/2013 #bbcon 17 SOCIAL MEDIA FOR PARTICIPANTS
    • 10/7/2013 #bbcon 18 SOCIAL MEDIA FOR PARTICIPANTS
    • 10/7/2013 #bbcon 19 FURTHER TEAM RAISER TCR FOCUS • Conditionalized content - Autoresponders and other emails - Website and Participant Center • Segmented emails - Ask TCs to fwd email - Ask Red Striders to invite others with diabetes - Celebrate champions • Social media updates • Separate Facebook ads, text messages, etc.
    • 10/7/2013 #bbcon 20 The Honeymoon is over, but… Across all 3 groups; segmentation, tailored e-templates, staff training, coaching focus, and more. T: Down 3.5% - National Team Impact C: 782 to date, 53% retention, $1.6mill R: Acquisition – 9% increase !!
    • 10/7/2013 #bbcon 21 QUANTIFYING IMPACT The Proof Is In The Numbers PRESENTED BY: CARRIE CORK, AMERICAN HEART ASSOCIATION
    • 10/7/2013 #bbcon 22 IDEA #1: ASK, ASK, ASK SOME MORE
    • 10/7/2013 #bbcon 23 IDEA #1: AND THE DATA SHOWS….
    • 10/7/2013 #bbcon 24 IDEA #2: MAKE IT PERSONAL!
    • 10/7/2013 #bbcon 25 IDEA #2: AND THE DATA SHOWS…. Personalizing Story & Uploading Photo (Average Raised = $359.40 / LY $283.29) Personalizing Story (Average raised = $246.35 / LY $119.22) Spring HW – Uploading Photo (Average raised = $337.36 / LY $276.36) No online activity: $21.54
    • 10/7/2013 #bbcon 26 IDEA #3: WE WANT SUPER-FUNDRAISERS!
    • 10/7/2013 #bbcon 27 IDEA #3: AND THE DATA SHOWS….
    • 10/7/2013 #bbcon 28 Lessons from a Start-Up PRESENTED BY MERI-MARGARET DEOUDES NATIONAL WILDLIFE FEDERATION
    • 10/7/2013 #bbcon 29 Mission: Inspire Americans to protect wildlife for our children’s future Areas of Focus: • Solutions to climate change • Wildlife and habitat • Connect kids to nature Organizational Structure: • Headquarters in Reston, VA • 8 Regional Offices • 47 State Affiliates Inspirational Goal: 10 million kids outside at least 90 minutes per week (currently less than 10 minutes per day) NATIONAL WILDLIFE FEDERATION
    • 10/7/2013 #bbcon 30 • Create new revenue stream for NWF • Develop scalable, mass marketing, fundraising events with P2P approach • Cultivate long-term relationships with participants to broaden NWF volunteer, donor, corporate and participant base • Build NWF brand awareness and value • Support Be Out There goals SPECIAL EVENTS GOALS
    • 10/7/2013 #bbcon 31 Event Concept: • Started in 2004 as an engagement opportunity • An annual, virtual event with sponsorship and P2P fundraising components • Over 191,000 participants in 2013 • NWF provides online tools, activities, and resources to organize a GABC GREAT AMERICAN BACKYARD CAMPOUT (GABC)
    • 10/7/2013 #bbcon 32 Over 214 million readers, viewers and listeners in 2013 THE GOOD - GABC MARKETING & MEDIA
    • 10/7/2013 #bbcon 33 Bad: • Branding • Head count • Email capture • Free content or paid? Ugly: • Fundraising • Net revenue • Support from other departments Lessons: • Continue sponsorship • Reach and engagement vs. sponsorship • Innovate and iterate • Top of the funnel for relationships LESSONS LEARNED FROM GABC
    • 10/7/2013 #bbcon 34 • Cross between a nature hike and scavenger hunt • Target audience is families with children ages 3-10 • Interactive Stop & Study stations • Live animals, naturalists, games, crafts, and snacks • Flat registration fee layered with an incentive-based fundraising program HIKE & SEEK BACKGROUND
    • 10/7/2013 #bbcon 35 HIKE & SEEK SITES SEATTLE DENVER CHICAGO ATLANTA BALTIMORE & WASHINGTON DC NYC & BERNARDSVILLE NJ LOS ANGELES MINNEAPOLIS HOUSTON GOALS: • 5,000 participants • $60,000 in registration and fundraising • $225,000 in sponsorship
    • 10/7/2013 #bbcon 36 SUPPORTERS
    • 10/7/2013 #bbcon 37 Testing 1,2,3…300 • Creating an urgent and emotional appeal • Time intensive site scouting and permitting • Systems, software and accounting • Cultivation vs. transactions • We are fundraisers, not party planners Not a Fleeting Romance • 3 year commitment from organization • Buy-in from other departments • Significant investment for R&D and developing the model • AMAZING staff Not an Event, but an Experience • Interactive, leverage sponsors, wildlife displays • Less words, more pictures • Multi-layered communications LESSONS LEARNED FROM A START-UP
    • 10/7/2013 #bbcon 38 Don't Fight the Machine... • Corporate teams, vendor sponsorship, media partners, sponsorships Stick to the Plan • Regional offices, iterations, new ideas Mission and Passion • Internal and external Relationships • Committees • Top fundraisers THE GOOD…TO GREAT! “Innovation…is not only about re-thinking products, but also re-thinking the nature of relationships.” -Howard Schultz
    • 10/7/2013 #bbcon 39 • Set lofty goals • Work the plan. Update the plan. Iterate the plan. Revise the plan. Work the plan. Repeat. • Be strategic and deliberate • Build your tribe • NEVER, NEVER, NEVER give up LESSONS LEARNED “Our job is to make change. Our job is to connect to people, to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go. Every time we waste that opportunity, every page or sentence that doesn’t do enough to advance the cause is waste.” – Seth Godin, Tribes
    • 10/7/2013 #bbcon 40 THIS IS A SECTION SLIDE, PUT A PRESENTATION SECTION TITLE HERE
    • 10/7/2013 #bbcon 41 Easter Seals, Inc. Easter Seals’ Journey From Online Personas to Responsive Design “Understanding our constituents and making smarter choices for emails, online content and design”. PRESENTED BY JULIE BALFOUR
    • 10/7/2013 #bbcon 42 • Understanding your constituents through online personas - sending smarter emails for events and other campaigns • Aligning your website content to your personas – optimizing outcomes by meeting the needs of your constituents – talking to them in meaningful and relevant ways • Multi-Channel Approach – telling your story across many channels using the knowledge about your constituents • Responsive Design – delivering an optimal online experience that meets the needs of your constituents – allowing them to connect with you…HOW they want to connect with you KEY POINTS
    • 10/7/2013 #bbcon 43 Easter Seals’ in the fall of 2012 • Over 100 outdated sites- including our easterseals.com property, over 60 affiliate sites in addition to 50 event sites • Very little understanding of “who” the constituents are that we serve online and their digital needs • Constrained by older technology • Constrained by the limits of the technology to maintain a design with high accessibility standards • No dynamic content and minimum storytelling • Not sending smart emails EASTER SEALS’ JOURNEY
    • 10/7/2013 #bbcon 44 Easter Seals’ in the fall of 2013 • Launched our newly designed easterseals.com responsive web property and currently launching 4 newly designed affiliate sites a week • Very thorough understanding of who the constituents are that we serve online (our personas) and their digital needs • New, responsive design and flexible technology with CMS Luminate • High accessibility standards • Dynamic content and wonderful opportunities for storytelling • Sending smarter emails EASTER SEALS’ JOURNEY
    • 10/7/2013 #bbcon 45 FIRST STEP…DEFINING THE “WHO” Personas per·so·na /pərˈsōnə/ Noun Identifies the motivations, expectations and goals of our constituents and site visitors and brings them to life by giving them each a name, personality and a photo. At Easter Seals, our new site design and architecture was influenced by: Site metrics Audience needs Best practices Interviews and survey We are using this information to help us segment our email outreach and look for ways to integrate messaging across channels.
    • 10/7/2013 #bbcon 46 PERSONAS – HELP US DO EVERYTHING SMARTER We used all of what we learned to develop personas. A persona is created to represent a member of each of our key target audiences. Five main buckets of personas: • Existing clients & prospective clients • Family & Caregivers • Donors • Engaged Supporters • Information Seekers
    • 10/7/2013 #bbcon 47 ONLINE PERSONAS – EIGHT PROFILES • Daniel – Existing Client – an adult with cerebral palsy • Lindsay – Prospective Client - an adult recently diagnosed with a disability (veteran paraplegic) • Samantha and Danielle – Family/Caregiver – a parent of a young child with a disability (e.g., Down Syndrome and Autism) • Deb (and Diane) – Family/Caregiver – Older parent of an adult child with cognitive and physical disabilities
    • 10/7/2013 #bbcon 48 ONLINE PERSONAS – EIGHT PROFILES • Cynthia – Donor/Fundraiser - Longtime donor to Easter Seals (direct mail and recent online donor) • Paul – Engaged Supporter – Easter Seals consultant, advocate, Walk With Me volunteer • Roberto – Information Seeker – Motivated media savvy professional • Janet – Major Funder/Sponsorship Partner – self identifies as a strong supporter of philanthropy
    • 10/7/2013 #bbcon 49 EXAMPLES OF PERSONAS Daniel Who is Daniel? An existing client and adult with cerebral Palsy. • Longtime Easter Seals client • 60-75 year old adult with cerebral palsy • Uses Easter Seals’ assistive technology resources • Uses accessibility tools such as iPad due to limited dexterity • Passionate about being a member of the Easter Seals family • Attends weekly occupational & physical therapy sessions at his affiliate’s provider facility
    • 10/7/2013 #bbcon 50 WHAT ARE DANIEL’S NEEDS AND CHALLENGES? • Stay up-to-date on cerebral palsy research • Find local facilities that provide occupational therapies • Read general disability news and legislation • Be as self-sufficient as possible using assistive resources • Learn more about becoming an Easter Seals volunteer
    • 10/7/2013 #bbcon 51 EXAMPLES OF PERSONAS Lindsay Who is Lindsay? Prospective Client • Recently diagnosed with a disability • Recently paralyzed female veteran • Age 20-30 • Faced with a life-altering new perspective, she has to relearn how to go about daily life and regain her independence • Had no prior connection to Easter Seals • Is considering Easter Seals services, but also inundated with other information from organizations that provide veteran support too • Overwhelmed by her situation and looking for support
    • 10/7/2013 #bbcon 52 EXAMPLES OF PERSONAS Lindsay What are Lindsay’s needs and challenges? • Wants to understand her options for ongoing physical therapy • Locate nearby medical rehabilitation services • Find assistive technologies that can help her maintain independence • To not feel limited by her disability and find opportunities to increase her self-sufficiency • Find a new career path given her physical limitations
    • 10/7/2013 #bbcon 53 EXAMPLES OF PERSONAS Samantha Who is Samantha? Family/Caregiver Mother with a 6 year old daughter with autism and other disabilities (Down syndrome) •Female, age 28-40 •Upon her daughter’s diagnosis at the age of 2, Samantha was scared, desperate and overwhelmed •Using a Google search on “autism,” Samantha found Easter Seals online •Daughter participated in early intervention as a toddler, but prior to that, she had no prior connection with Easter Seals
    • 10/7/2013 #bbcon 54 WHAT ARE THEIR NEEDS AND CHALLENGES? • Keep up to date on info and therapy for children with autism and other disabilities • Ongoing enrollment in therapy and special needs classes • Information about her daughter’s participation in the Easter Seals summer camps • Wants to connect with other parents and caregivers who have children with similar disabilities • Wants to read success stories of other Easter Seals clients
    • 10/7/2013 #bbcon 55 EXAMPLES OF PERSONAS WHAT ARE WE MISSING?Deb Family/Caregiver Who is Deb? • Deb was married for 25 years, until her husband’s passing and has one child who is now an adult • Female, age 55-70 • Deb’s daughter, Diane was born with a cognitive and physical disability • Throughout her daughter’s childhood, Diane was enrolled in specialized care and camp programs offered by Bay Area Easter Seals • Her daughter is now 30 years old and is considering moving to Southern California to live in Easter Seals Residential Programs • Daughter has also benefitted from Easter Seals vocational assessment and job placement services
    • 10/7/2013 #bbcon 56 WHAT ARE HER NEEDS AND CHALLENGES? • Wants her daughter to be able to fulfill her goal of living independently in an Easter Seal Residence • Hopes Diane will continue to thrive in her job and social life • Her local affiliate doesn’t offer residential programs, so Diane will be moving quite a distance away • Searching online vocational assessment, job training and job placement services for people with disabilities • Searches the site to find transitional services that help Diane move from youth-oriented services to adult programs
    • 10/7/2013 #bbcon 57 EXAMPLES OF PERSONAS CYNTHIA DONOR/FUNDRAISER Who is Cynthia? • Stay at home mom; now “retired” • Has a son who is now an adult • 3 grandchildren – one of which has a disability • Female, age 55 - 75 • Passionate about helping her family manage living with disability • Wants to make sure her disabled grandchild is able to live a happy, fulfilling life • Looking to learn more about opportunities for children & young adults with disabilities • Is interested in participating in Walk With Me and other fundraising events
    • 10/7/2013 #bbcon 58 WHAT ARE HER NEEDS AND CHALLENGES • Keeping up to date on research and info about children with disabilities • Finding ways to help her grandchild (and her family) live with minimal limitations • Find out more information that they haven’t received from doctor • Understanding how her donation is making an impact • Scared of “what the future may hold” for her grandchild • Finding local resources that can help her son and daughter in law raise their child • Looking on the website for updated research and local resources • Providers of high-quality child care and personalized learning opportunities • Reading stories of hope • Opportunities to advocate to protect the rights of the disabled
    • 10/7/2013 #bbcon 59 EXAMPLES OF PERSONAS ROBERTO SAVVY MEDIA PROFESSIONAL WHO IS ROBERTO? • Specializes in media and communications • Journalist • Covers family health news and references Easter Seals as an authoritative resource • Online expertise in research and communications • Male, age 30 – 55 • Knowledgeable in the field of general health, children, parenting, and overall wellbeing. • References sources like Easter Seals in relation to his articles about disability, autism and specialized children’s services/programs.
    • 10/7/2013 #bbcon 60 WHAT ARE HIS NEEDS AND CHALLENGES? • Showcase innovative children’s services and award winning programs that support families • Write compelling articles that incorporate personal testimonials from Easter Seals staff, clients, families, etc. • Be confident that he’s referencing current and factual data • Finding personal stories to reference • Knowing where to look on the website for specific information • Finding and connecting with media contacts • Using the website as an authoritative resource and world-class service provider • Keep website up to date with research news and info • Share Stories of Hope on website • Provide a forum for sharing stories on social media
    • 10/7/2013 #bbcon 61 EXAMPLES OF PERSONAS JANET MAJOR FUNDRAISER/SPONSORSHIP PARTNER Who is Janet? • Freelance consultant – expert in development/fundraising • Has worked with Easter Seals Headquarters Office • Female, age 35 – 45 • Works remotely from home office • Passionate about the Easter Seals’ mission • Does not have a family member or loved one who is a client of Easter Seals • Most interested in children’s services and stories of hope • Takes action in response to Easter Seals advocacy alerts
    • 10/7/2013 #bbcon 62 • Providing Easter Seals with solid recommendations on how to showcase their mission • Helping Easter Seals raise more revenue to support their services and programs • Helping advance autism and disability legislation in Washington • Understanding how her advocacy actions make an impact • Keeping up to date with the wide variety of programs that Easter Seals provides • Knowing where to look on the website for existing content and how to update it efficiently • Keep website updated with research and local resources • Provide staff with access to the intranet for internal communications • Allow her to consult with affiliate staff as needed WHAT ARE HER NEEDS AND CHALLENGES?
    • 10/7/2013 #bbcon 63 PERSONAS - SENDING SMARTER EMAILS Who do we want to send emails to? Who are our constituents? What are their needs? What segmentation is possible in what channels?
    • 10/7/2013 #bbcon 64 PERSONAS - SENDING SMARTER EMAILS Why are we sending this email? • Raise money • Educate the constituent about our organization, programs and why our fundraising matters • Connection – touch point to constituents • Create a sense of urgency • Invitation to join us in peer-to-peer events • Other How are we messaging? What level of direct response marketing integration is possible (e.g., direct mail, social media, mobile, website content, etc.).
    • 10/7/2013 #bbcon 65 UNDERSTANDING YOUR CONSTITUENTS EMPOWERS YOU AS A MARKETER EXAMPLE SIBLINGS MATTER • Powerful story • Partner with Corporate Sponsor (Mass Mutual) • Used in monthly enewsletter – with link to site • Powerful image on Homepage Marquee • Social Media Campaign • Email Campaign – with link to site • Direct Mail • Blog article • Independence Newsletter article
    • 10/7/2013 #bbcon 66 MESSAGE BEYOND FUNDRAISING EDUCATE AND EMPOWER WITH STORIES
    • 10/7/2013 #bbcon 67 EASTERSEALS.COM NEW RESPONSIVE DESIGN WEBSITE INCREASE IN SITE TRAFFIC HIGHER FUNDRAISING LEVELS REDUCTION IN CONSTITUENT COMPLAINTS LONGER TIME ON PAGES LOWER BOUNCE RATES INCREASE IN VIEWING ON MOBILE AND TABLETS
    • 10/7/2013 #bbcon 68 NEW EASTERSEALS.COM HOMEPAGE
    • 10/7/2013 #bbcon 69 WALK WITH ME ON HOMEPAGE MARQUEE