0
20 years stronger, together.
www.blackbaud.com/ymca
Visit www.Blackbaud.com/blackbaudindex
Online Overall
Source: www.blackbaud.com/nonprofit-resources/charitablegiving-infographic
Source: Chronicle of Philanthropy 400
Blackbaud Index - Overall Giving vs. YMCA Fundraising
Source: Chronicle of Philanthropy 400
YMCA Overall Fundraising
15th Nationwide in 2013
90%
9%
1%
Online Donations Peer-to-Peer Social
Peer-to-Peer
• Run/Walk/Ride
• Signature Events
• Independent Fundraising
S...
Phone
Events
Direct
Mail
Mobile
WebEmail
Peer-
to-
Peer
Direct
Mail
Social
Media
Put Your Donor At The Center Of Your Fund...
Source: http://offers.hubspot.com/donor-persona-template
Know Your Donor, Create
Donor Personas …
Background
Basic info …
...
Source: www.blackbaud.com/nonprofit-resources/generational-giving-report
Know Your Donors, Helpful 3rd Party Info
YMCA
Values
Vision
Mission
Donor
Values
Inspiration
Donation
Your Fundraising Sweet Spot
Your Brand
2014
1 Girl Scouts
2 Boys and Girls Clubs
3 The YMCA
2013
1 Girl Scouts
2 Big Brothers Big Sisters
3 Reading is Fundamenta...
25%
www.blackbaud.com/nonprofit-resources/nonprofit-content-marketing-report-2013
92%
of nonprofit professionals
use conte...
In Person
Events
88%
eNews
84%
Website
Articles
85%
Social
Media
86%
Videos
71
%
What Content
Does Your
YMCA Need?
www.bla...
Peer-
to-
Peer
Experiment with Peer-to-Peer Fundraising
Peer to Peer Fundraising
What is it?
Why do it?
Who does it?
When to do it?
How to do it?
Where to start?
4/17/2014 Blackbaud Confidential 17
What is it?
When to do it?
Recruit campaigners to ask
their peers to donate to their
Y...
It’s NOT just about events anymore.
(And you, the YMCA, already know this.)
The rest of this content is best
listened to live! Join us for our
upcoming webinar:
Creating Your YMCA’s Next
Peer-to-Pee...
Why do it?
The power of the P2P ask.
That’s why.
Mom
Grandparents
Big Sister
Best Friend
When to do it?
• Number of fundraising emails from
an organization that result in a
donation
1 in 1250
• Number of fundrai...
CAMPAIGNERS DONORS
CAMPAIGNERS DONORS
CAMPAIGNERS DONORS
Who does it? It takes all kinds of kinds.
Board
Members
Staff &
Volunteers
Y Members Program
Participants
Alumni
Gen XGen Y
43%
46%
35%
30%
Boomers Matures
Fundraised on Behalf of an Organization
AND MILLENNIALS…
willing to raise
money on
behalf of a
nonprofit they
care about
70%
fundraise for a
traditional event
(ru...
Let’s not forget about youth P2P fundraising.
Trick-or-Treat
For UNICEF
Jump Rope
For Heart
St. Jude
MATH-A-THON
How to do it?
When to do it?
Your campaigners ask
just like you do.
Online Social & Mobile
Special Events Direct Mail
When...
Evolved from
pledge forms…
To personal webpages
It’s time to be a coach.
22% increase in overall fundraising
31% increase in online fundraising
20% increase in average gift
Inaugural event
Raised over $230,000
Registered 580 participants
Personal Progress Update
Personal & Team Report
Call-to-action for the Team Captain
Be social. Allow others to be social.
(It’s not just about you, it’s about them too.)
When to do it?
When to do it?
Anytime! All year long!
Where to start?
When to do it?
Get online! Raise more money!
Identify your opportunities.
Create a content strategy.
Get a...
• Benchmark your YMCA’s fundraising efforts:
www.blackbaud.com/blackbaudindex
• Generations
- Next Generation of American ...
Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign
Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign
Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign
Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign
Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign
Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign
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Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

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Rethink how you raise money for your YMCA and go where the donors are. Discover trends in online and overall giving, fundraising and brand awareness. Learn what channels you should be using to engage and communicate with your supporters. Find out how to use peer-to-peer fundraising to increase your organization’s reach, grow revenue, and effectively engage all your supporters – Board Members, Staff, Donors, Members and even Program Participants in your fundraising campaigns.

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Transcript of "Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign"

  1. 1. 20 years stronger, together. www.blackbaud.com/ymca
  2. 2. Visit www.Blackbaud.com/blackbaudindex Online Overall
  3. 3. Source: www.blackbaud.com/nonprofit-resources/charitablegiving-infographic
  4. 4. Source: Chronicle of Philanthropy 400 Blackbaud Index - Overall Giving vs. YMCA Fundraising
  5. 5. Source: Chronicle of Philanthropy 400 YMCA Overall Fundraising 15th Nationwide in 2013
  6. 6. 90% 9% 1% Online Donations Peer-to-Peer Social Peer-to-Peer • Run/Walk/Ride • Signature Events • Independent Fundraising Social • Facebook • Twitter Online Donations • Online Appeals • Rapid Response • Annual Giving Source: Blackbaud, Steve MacLaughlin Where Online Fundraising Takes Place
  7. 7. Phone Events Direct Mail Mobile WebEmail Peer- to- Peer Direct Mail Social Media Put Your Donor At The Center Of Your Fundraising Universe
  8. 8. Source: http://offers.hubspot.com/donor-persona-template Know Your Donor, Create Donor Personas … Background Basic info … Key data History with org Relevant info education, hobbies, likes, inspiration, concern Demographics Gender Age Income Lifestyle Identifiers Buzz words Mannerisms • Susie Taylor • Birthday: April 21, 1984 “Gen Y” • Young professional at a Tech Co. • Volunteers once a month at the shelter and at signature events. • Posts and shares in social media. • Donates twice a year.
  9. 9. Source: www.blackbaud.com/nonprofit-resources/generational-giving-report Know Your Donors, Helpful 3rd Party Info
  10. 10. YMCA Values Vision Mission Donor Values Inspiration Donation Your Fundraising Sweet Spot
  11. 11. Your Brand
  12. 12. 2014 1 Girl Scouts 2 Boys and Girls Clubs 3 The YMCA 2013 1 Girl Scouts 2 Big Brothers Big Sisters 3 Reading is Fundamental 2012 1 Girl Scouts 2 Reading is Fundamental 3 The YMCA Strong Brand = Higher Revenue Harris Poll Equitrend study, YMCA awareness is # 3 nationwide.
  13. 13. 25% www.blackbaud.com/nonprofit-resources/nonprofit-content-marketing-report-2013 92% of nonprofit professionals use content marketing. of nonprofit professionals have a content strategy. Strong Brand = Higher Revenue Strong Brands Need Content!
  14. 14. In Person Events 88% eNews 84% Website Articles 85% Social Media 86% Videos 71 % What Content Does Your YMCA Need? www.blackbaud.com/nonprofit-resources/nonprofit-content-marketing-report-2013
  15. 15. Peer- to- Peer Experiment with Peer-to-Peer Fundraising
  16. 16. Peer to Peer Fundraising What is it? Why do it? Who does it? When to do it? How to do it? Where to start?
  17. 17. 4/17/2014 Blackbaud Confidential 17 What is it? When to do it? Recruit campaigners to ask their peers to donate to their YMCA. Campaigners Donors YMCA
  18. 18. It’s NOT just about events anymore. (And you, the YMCA, already know this.)
  19. 19. The rest of this content is best listened to live! Join us for our upcoming webinar: Creating Your YMCA’s Next Peer-to-Peer Campaign May 8, 2014. 1 PM EST Register here.
  20. 20. Why do it? The power of the P2P ask. That’s why. Mom Grandparents Big Sister Best Friend
  21. 21. When to do it? • Number of fundraising emails from an organization that result in a donation 1 in 1250 • Number of fundraising emails from a P2P fundraiser that result in a donation 1 in 4 2011 eNonprofit Benchmark Study; Data provided by Blackbaud and RunWalkRide Fundraising Council. #YP2P
  22. 22. CAMPAIGNERS DONORS
  23. 23. CAMPAIGNERS DONORS
  24. 24. CAMPAIGNERS DONORS
  25. 25. Who does it? It takes all kinds of kinds. Board Members Staff & Volunteers Y Members Program Participants Alumni
  26. 26. Gen XGen Y 43% 46% 35% 30% Boomers Matures Fundraised on Behalf of an Organization
  27. 27. AND MILLENNIALS… willing to raise money on behalf of a nonprofit they care about 70% fundraise for a traditional event (run, walk, ride) 64% prefer asking people to donate to a designated nonprofit in lieu of physical gifts 46%NOT afraid to ask family and friends for money when they feel strongly about a cause 45% 2013 Millennial Impact Report
  28. 28. Let’s not forget about youth P2P fundraising.
  29. 29. Trick-or-Treat For UNICEF
  30. 30. Jump Rope For Heart
  31. 31. St. Jude MATH-A-THON
  32. 32. How to do it? When to do it? Your campaigners ask just like you do. Online Social & Mobile Special Events Direct Mail When to do it? Online Social & Mobile Special Events Direct Mail THE ASK When to do it? Online Social & Mobile Special Events Direct Mail THE ASK
  33. 33. Evolved from pledge forms…
  34. 34. To personal webpages
  35. 35. It’s time to be a coach.
  36. 36. 22% increase in overall fundraising 31% increase in online fundraising 20% increase in average gift
  37. 37. Inaugural event Raised over $230,000 Registered 580 participants
  38. 38. Personal Progress Update
  39. 39. Personal & Team Report
  40. 40. Call-to-action for the Team Captain
  41. 41. Be social. Allow others to be social. (It’s not just about you, it’s about them too.)
  42. 42. When to do it? When to do it? Anytime! All year long!
  43. 43. Where to start? When to do it? Get online! Raise more money! Identify your opportunities. Create a content strategy. Get an online P2P solution.
  44. 44. • Benchmark your YMCA’s fundraising efforts: www.blackbaud.com/blackbaudindex • Generations - Next Generation of American Giving: www.blackbaud.com/nonprofit- resources/generational-giving-report - Next Generation of Canadian Giving: https://www.blackbaud.com/nonprofit-resources/generational-giving-report- canada - Millennials who Donate: http://www.themillennialimpact.com/research • Personas - http://offers.hubspot.com/donor-persona-template - www.johnhaydon.com/2013/02/28/nonprofit-marketing-personas-workbook/ • Peer-to-Peer Benchmarking 2014 < NEW!!! - https://www.blackbaud.com/nonprofit-resources/p2p-fundraising-study RESOURCES & REFERENCES
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