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.

1. 20 years stronger, together.
www.blackbaud.com/ymca

2. Visit www.Blackbaud.com/blackbaudindex
Online Overall

3. Source: www.blackbaud.com/nonprofit-resources/charitablegiving-infographic

4. Source: Chronicle of Philanthropy 400
Blackbaud Index - Overall Giving vs. YMCA Fundraising

5. Source: Chronicle of Philanthropy 400
YMCA Overall Fundraising
15th Nationwide in 2013

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. Phone
Events
Direct
Mail
Mobile
WebEmail
Peer-
to-
Peer
Direct
Mail
Social
Media
Put Your Donor At The Center Of Your Fundraising Universe

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. Source: www.blackbaud.com/nonprofit-resources/generational-giving-report
Know Your Donors, Helpful 3rd Party Info

10. YMCA
Values
Vision
Mission
Donor
Values
Inspiration
Donation
Your Fundraising Sweet Spot

11. Your Brand

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. 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. 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. Peer-
to-
Peer
Experiment with Peer-to-Peer Fundraising

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. 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. It’s NOT just about events anymore.
(And you, the YMCA, already know this.)

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.

23. Why do it?
The power of the P2P ask.
That’s why.
Mom
Grandparents
Big Sister
Best Friend

24. 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

25. CAMPAIGNERS DONORS

26. CAMPAIGNERS DONORS

27. CAMPAIGNERS DONORS

28. Who does it? It takes all kinds of kinds.
Board
Members
Staff &
Volunteers
Y Members Program
Participants
Alumni

29. Gen XGen Y
43%
46%
35%
30%
Boomers Matures
Fundraised on Behalf of an Organization

30. 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

31. Let’s not forget about youth P2P fundraising.

32. Trick-or-Treat
For UNICEF

33. Jump Rope
For Heart

34. St. Jude
MATH-A-THON

35. 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

36. Evolved from
pledge forms…

37. To personal webpages

41. It’s time to be a coach.

42. 22% increase in overall fundraising
31% increase in online fundraising
20% increase in average gift

43. Inaugural event
Raised over $230,000
Registered 580 participants

44. Personal Progress Update

45. Personal & Team Report

46. Call-to-action for the Team Captain

47. Be social. Allow others to be social.
(It’s not just about you, it’s about them too.)

48. When to do it?
When to do it?
Anytime! All year long!

49. Where to start?
When to do it?
Get online! Raise more money!
Identify your opportunities.
Create a content strategy.
Get an online P2P solution.

50. • 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