What’s Hot in Peer to Peer Fundraising:     Industry Trends From TeamRaiser & Friends     PRESENTED BY:     A FUN, HIP, SM...
LOOK WHO’S TALKING                                              Team TeamRaiser (TR)                                 Deepa...
HOW WILL YOUR LIFE CHANGE IN THE NEXT 90            MINUTES?                                                              ...
#BBCON TWEET YOUR TRACK:                                 #bbinteractive  #bbcultural                                 #bbk1...
LET’S LEVEL SET - WHAT IS PEER-TO-PEER            FUNDRAISING?9/30-10/2   © 2012. Blackbaud Confidential. All rights reser...
WHAT’S PEER-TO-PEER FUNDRAISING?       • A style of fundraising where an organization recruits individual supporters      ...
What’s HOT in Social     PRESENTED BY     DONNA WILKINS, CHARITY DYNAMICS     MELISSA DREYER, AMERICAN CANCER SOCIETY9/30-...
EVERYWHERE9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   8
EVERYTHING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   9
ALL THE TIME9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   10
SOCIAL MEDIA     THREE STRATEGIES9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   11
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GOALS                  Measurements     • Participants to reach more money            •       Increase number of donors   ...
• Grow                               • New participants and donors            Broadcast                               • Le...
AVAILABLE VS. ATTAINABLE                                                      Online Activities                           ...
IMPACT – LOOK FOR THE RIPPLE EFFECT9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   24
WHAT IS THE ASK?            • Share – forward, like, comment            • Promote – write, campaign, vote            • Cre...
EXAMPLES9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   26
SHARE IN NAVIGATION AND MULTIPLE PLATFORMS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   27
SHARE IN NAVIGATION AND MULTIPLE PLATFORMS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   28
SHARE IN NAVIGATION AND MULTIPLE PLATFORMS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   29
SOCIAL MEDIA LOGIN9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   30
PARTICIPANT PEER TO PEER OPTIONS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   31
SOCIAL MEDIA PAGE     329/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   32
BOUNDLESS FUNDRAISING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   33
BOUNDLESS FUNDRAISING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   34
ONLINE MOBILIZATION INCL. SOCIAL9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   35
70 views or                        impressions                        on a post9/30-10/2   © 2012. Blackbaud Confidential....
To reach 70 views or                                                                       impressions in                 ...
SOCIAL COMMERCE AND FUNDRAISING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   38
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   39
F-COMMERCE            • Almost 25% of total internet time is spent on              Facebook            • Users are 4 times...
WHAT CAN WE DO TODAY?9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   41
ENCOURAGE TRANSACTIONAL SHARING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   42
LEVERAGE SOCIAL PLUG-INS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   43
ENCOURAGE PHOTO AND VIDEO SHARING               In a study of the top 10 brands on            Facebook, users liked photos...
CREATE SHAREABLE INFOGRAPHICS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   45
CREATE SHAREABLE ASSETS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   46
CREATE SHAREABLE VIDEO CONTENT9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   47
What’s HOT in Mobile     PRESENTED BY     MARK BECKER, CATHEXIS PARTNERS     JENNIFER BRADY, AMERICAN CANCER SOCIETY9/30-1...
MOBILE STATISTICS      • 88% of US adults own a cell phone        • 55% of these are cell Internet users        • 17% repo...
THE MOBILIZATION OF TEAMRAISER REGISTRATION            • Responsive Web Design9/30-10/2   © 2012. Blackbaud Confidential. ...
MOBILE OPTIMIZED EVENT REGISTRATION9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   51
MOBILE OPTIMIZED EVENT REGISTRATION9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   52
MOBILE OPTIMIZED EVENT REGISTRATION9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   53
USING THE TEAMRAISER APIS            • Cathexis Partner’s “TR2Go” event dashboard9/30-10/2   © 2012. Blackbaud Confidentia...
USING THE TEAMRAISER APIS: WWW.SKECHERSFRIENDSHIPWALK.COM            • Skechers Foundation’s Friendship Walk9/30-10/2   © ...
AMERICAN CANCER SOCIETY     MOBILE UPDATE     FALL 2012     JENNIFER BRADY9/30-10/2   © 2012. Blackbaud Confidential. All ...
INDEX       1. Background       2. Mobile Strategy       3. Mobile Projects                                               ...
BACKGROUND                                                                  • Why is mobile important to ACS?             ...
WE ARE ALL WIRELESS                                                                              311M                     ...
WE ARE ALL MOVING TO MOBILE      • The number of people        accessing the mobile        Internet is expected to        ...
MOBILE REACHES KEY DEMOGRAPHICS                                                                       619/30-10/2   © 2012...
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KEY            POPULATIONS            - AND -            ACTIVITIES9/30-10/2   © 2012. Blackbaud Confidential. All rights ...
MOBILE STRATEGY                                                                   • How did we make it happen?            ...
2010: LOW AND SLOW                                                                       • History: Piecemeal             ...
2011: READY TO GROW      • Comprehensive strategic        plan      • Well-defined priorities      • Support from leadersh...
2012: MOBILIZED!            • 4 major mobile launches            • Measurable impact on              goals            • Mo...
STRATEGIC ALIGNMENT                                                                               Align with ACS          ...
STRATEGIC OBJECTIVES            Build the Platform and the Process            Integrate and Educate in the Enterprise     ...
BUILD THE PLATFORM AND THE            PROCESS            • Establish vendor relationships and internal              compet...
INTEGRATE/EDUCATE THE            ENTERPRISE            • Establish mobile as a critical part of the integrated            ...
ENGAGE CONSUMERS            • Use mobile to generate excitement, loyalty, and              satisfaction with ACS campaigns...
IMPROVE MOBILE FUNDRAISING            • Develop mobile-friendly donor form (done)            • Upgrade Text To Give progra...
MOBILE PROJECTS                                                                       • Challenge accepted…               ...
MAJOR MOBILIZATIONS            Mobile Web                 m.cancer.org                 m.relayforlife.org                 ...
MOBILE WEB                                                       • Information, trust, speed, consumption                 ...
M.CANCER.ORG            Objective: Create a mobile-specific version of            cancer.org.            Approach: Uses a ...
A MOBILE-FRIENDLY VERSION OF THE OUR  FLAGSHIP WEB SITE, CANCER.ORG.9/30-10/2   © 2012. Blackbaud Confidential. All rights...
M.CANCER.ORG             • Site launched in October 2011 (on time, on budget).             • Key performance indicators al...
MOBILE TRAFFIC IS INCREASING             • 4.4 million mobile visits since launch             • Mobile as percentage of to...
MOBILE CONTENT USAGE DIFFERS     Desktop     Desktop Page                                      Mobile Mobile Page     Rank...
M.RELAYFORLIFE.ORG            Objective: Establish a mobile website for Relay For            Life that provides a mobile p...
M.RELAYFORLIFE.ORG            • Information for both registered Relayers and those              interested in learning mor...
MOBILE MAKING STRIDES AND DETERMINATION            Objective: Create mobile-specific versions of the            Making Str...
GET LOCAL INFO, DONATE, REGISTER9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   85
NO ADDED CONTENT CREATION TASKS FORACS FIELD STAFF9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   86
INFO FOR BOTH REGISTERED RELAYERS &     THOSE INTERESTED IN LEARNING MORE.9/30-10/2   © 2012. Blackbaud Confidential. All ...
MOBILE APPS                                             • Ease, fun, features, richness, brand intensity                  ...
EVENT MOBILE APPS (RELAY AND            STRIDES)            Objective: Provide design and feature set direction for       ...
RELAY FOR LIFE MOBILE APP9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   90
MAKING STRIDES MOBILE APP9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   91
‘DIY’ Fundraising is so HOT     PRESENTED BY     DONNA WILKINS, CHARITY DYNAMICS     MARK BECKER, CATHEXIS PARTNERS9/30-10...
MORE PEOPLE9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   93
MORE FUNDRAISING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   94
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   95
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   96
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   97
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   98
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   99
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   100
‘DO IT YOURSELF’ (DIY) FUNDRAISING            • Allow you to say YES more            • More people raising more money in t...
IT’S ABOUT THE DIY HOST     • High quality donor experience for the “host”        - Create a page with photos, updates, et...
TWO CATEGORIES            DIY EVENTS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   103
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   104
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   105
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   106
ALZHEIMER’S LONGEST DAY9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   107
MARKETING: AWARENESS EXAMPLE9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   108                         ...
AWARENESS9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   109                                            ...
CHAMPION COACHING9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   110                                    ...
COLONCANCERFOUNDATION9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   111
WATERCANCHALLENGE20129/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   112
Each “Special Day”    option is a  Participant type9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   113
“Special Day” display options                                                                        controlled by “Promo ...
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   115
SECONDHARVESTFOODBANK9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   116
9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   117
Only oneParticipant  Type to  support   TeamRegistration9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   ...
ENDEPILEPSYYOUR WAY9/30-10/2   © 2012. Blackbaud Confidential. All rights reserved   119
ONLINE TOOLKIT CHECKLIST            1. Guidelines for events            2. TeamRaiser configuration               -    Reg...
WANT TO LEARN MORE ABOUT ‘DIY’ FUNDRAISING??                                                                        1219/3...
MARK YOUR CALENDARS FOR            PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!            Boot Camp will help you:         ...
#BBCON TWEET YOUR TRACK:                                 #bbinteractive  #bbcultural                                 #bbk1...
CONTACT US:Deepa Karani, Blackbaud                                             Nancy Palo, BlackbaudDeepa.karani@blackbaud...
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What's Hot in Peer-to-Peer Fundraising: Industry Trends from Team TR & Friends

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Presentation that was shared at bbcon 2012 on Sunday, Sept 30th on social, mobile, and DIY trends in the peer-to-peer industry.

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  • Deepa will welcome
  • Deepa will go 1stNancy will go 2ndAnd then we will go down the panel…Mark, Jennifer, Melissa, Donna
  • Deepa will cover
  • Nancy will cover
  • Difference between P2P & Traditional giving is the org’s relationship to the donor
  • Nancy will turn it over to Donna…
  • While the trend of social media is not new, the level of sophistication is evolving and we’re seeing new trends in how the most successful organizations are using social media. This is now the 4th year where I’m speaking on social media at BBCon, but I can tell you it’s all new material we’ll talk about today in terms of techniques and measurement of social media. If I look back to 2009, we had a level of enthusiasm for social media that reminded me of the early internet days when a website and “give now” button was all the rage, but without the strategies we’ve seen evolve over the last dozen years. I know none of us can walk into an ed’s office and pitch a social media project on the merits of how fast FB is growing. Those days are over.Today I see 3 social media strategies being used by peer to peer programs.
  • Broadcast – get the word out. Social media is being used by organizations to easily get their message to as many people as possible. I see this being used by almost all peer to peer programs today with varying levels of strategy in messaging and targeting.
  • Utilize – use social media data to understand who are your strongest voices out there, interests, topics of discussion, integrating into data analysis, and appending data as we would for email append. I see just a few organizations starting to do this today. The techniques, tools, and benchmarks are still evolving.
  • Empower – put social media tools into the hands of your supporters. Peer to peer fundraising is leading the way here across other non-profit fundraising and engagement programs. Among the leading fundraising programs on the Run Walk Ride top 30 list, most all of them provide tools and tips for their participants to use social media for successful fundraising.
  • How many of you have heard of Nike, are a fan of them on FB, or have seen a post from a friend about their running w Nike+. While this isn’t social media in action w FB, it’s one of the clearest demonstrations of all 3 levels of social media that we can all learn from.They have a FB page, they keep it up to date with regular updates on sports, fitness, and their products. And, 8.5 million people Like them. Everytime they put out a message, 8.5 million people can receive the broadcast.
  • Now let’s take a look at the Nike+ page. The social media interactions are not only being utilized by Nike, but they can be used by me.
  • The social media data is utilized through open graph to show me which of my friends are part of the Nike+ community.
  • Now let’s move to my Friend Brenda’s timeline.
  • Everytime she goes for a run, I can see her update. Nike uses social media to empower Brenda to share her progress. Comments will come in from friends to encourage her and keep her motivated to continue running.
  • Whether we’re talking about social media, design, call programs, at the end of the day for peer to peer fundraising it comes down to these goals. Raise more money and engage and retain more participants. Social media and the 3 strategies can help you reach these goals.
  • Broadcast – one of the keys to our programs is to tell as many people as possible about the program, keep a steady update of new content and fresh communicationUtilizeEmpower
  • Like so many digital initiatives, social media can become overwhelming in the options, amount of data, segments, etc. It’s really important to make sure you look at the areas for the richest data where you can see synergies.
  • Social media has it’s own vernacular. While it’s the same asks we’ve been looking for, it’s with a slightly different ask to speak to participants and donors in the way they talk about social media.Share-this is the same as us asking someone to forward an email. We can also get the impact with a like or comment. The goal on all of these is to share the messaging with more people.Promote – this is more than the share, we’re now moving into an endorsement. By asking someone to respondCreate – here’s where it gets easier for all of us. If I can encourage supporters to post stories, integrate my story with theirs, it results in the most powerful messages with the least work from the organization.ExtendSuport – give a donation, volunteer
  • At the top of every page, Revlon Run / Walk has made it easy for everyone to share with friends.
  • GigyaAnimated – top link, share, facebook image
  • GigyaAnimated – top link, share, facebook image
  • For most of us, if I asked you for username and passwords for various sites, we couldn’t remember them. We’d have some guesses, try a few times, but may never remember. Now if I ask what’s your username and password for FB or other favorite social networks, we can remember those.The Gigya platform, which is free to all TR clients, makes it as easy as just remembering your favorite social network user name and pwd.Advantages already logged in and connected to their social network – Know their passwords for these so they don’t have to remember multiple passwords and get frustratedLogin is no longer limited to Facebok, but also now allows users to use their FB, Google+, LinkedIn, Twitter, and Yahoo logins
  • Revlon wanted to make sure they empower their participants to use social media to be successful fundraisers. We’re looking at the participant center here. Participants are prompted to share their progress in social networks and to use social media tools.
  • Social media page
  • Circle the logo and templated message (discuss branding and org control)Circle the name for personalizationCircle the personal message (This means a lot …) for personalizationCircle the top link and “Take Action” as ways to drive traffic
  • Circle the logo and templated message (discuss branding and org control)Circle the name for personalizationCircle the personal message (This means a lot …) for personalizationCircle the top link and “Take Action” as ways to drive traffic
  • Make sure to bring your site’s social integration across to the mobile experience.Charity D does that with our applications Event programs having been using these applications for the last 3 years. This past year we added a homepage menu button for broadcasting on social media. By adding this to the application, we’ve doubled the fundraising impact of the application. We track the impact of the application with source codes, and we’re able to see that half of the source codes from the social media shares.This is part of the trend we’re seeing that mobile = social.
  • To get 70 views or impressions on a post from an organization, I typically need 1000 followers. Because not everyone is listening when I broadcast, and the organization is only reaching out to the people they already have a relationship with.
  • To get 70 vies or impressions in BF, you only need 1 BF user. How can this be? It’s because your participants are talking to their friends, their friends are more likely to comment or like the post, leading to more of friends of friends seeing the post.
  • Donna turns it over to Melissa
  • Social commerce is the the use of social networks in the context of e-commerce transactions and is estimated to reach $30 billion in the US by 2016.
  • Based on trends, Facebook integration of fundraising functionality should be a focus for organizations.
  • Understanding that TeamRaiser transactional integration is still on the horizon, let’s talk about what we can do today to use social channels to influence event participation and donations.
  • Encouraging transactional sharing builds upon the fact that users are morelikely to conduct a transaction if it is referred to them by a trusted friend.
  • Take advantage of the social plug-ins that are available through the TeamRaiser product to integrate social sharing to promote and encourage fundraising.
  • Source: http://mashable.com/2012/08/24/visual-storytelling-brands/
  • Create shareable assets such as infographics that illustrate the impact of participating in an organization’s fundraising event.
  • Make it easy for participants to share photos and other branded assets by providing timeline covers and other digital images for sharing. Encouraging participants to share self-generated photos through contests is also a great way to encourage the circulation of organic content.
  • Because online users are 12 times more likely to share a video than photo and text posts combined, create shareable video content and develop a communications plan to initiate the sharing among your fan base.
  • TITLE SLIDE.
  • ===== Updated 08.2012 =====Population, subscriber, penetration and wireless only data. Source: http://www.ctia.org/consumer_info/index.cfm/AID/10323Wireless subscribers NOW exceeds the US Census Population. MORE than ALL of us really.Wireless only households are up to 31% from 26% just last year. (5%!) 1/3 of Americans DO NOT HAVE A HOMEPHONE!104% percentage – US wireless derived from cell connected devices – ipad, kindle, cell phone, etc.more americans are carrying more devices but are still connected to celluar subscription. Tablet and desktop, how should we handle that? “Wireless devices connecting to cellular networks in the United States”===== Original =====Baseline – mobile is everywhere.307M people in the US303 M wireless subscribers96% penetration – we are all wireless.Only 77% of US households have a car.In this room, about ____ have “cut the cord”Nationally, a quarter of the country is only wireless.But we’ve replaced the cord with a tether… our phones are rarely more than 4 feet away from us.
  • ===== Updated 08.2012 =====- Source: http://www.socialnomics.net/2011/07/25/fifteen-incredible-mobile-statistics/
  • ===== Updated 08.2012 =====Smartphone ownership in traditionally underserved demographics is higher than average.A strong mobile strategy will help us leverage this technology to reach those people.New chart highlighting smartphone use across demographics + changes with the year.Source: Pew: http://www.pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx
  • ===== Updated 08.2012 =====New chart highlighting smartphone use across demographics + changes with the year.Source: Pew: http://www.pewinternet.org/Reports/2012/Smartphone-Update-2012/Findings.aspx
  • ===== Updated 08.2012 =====- In addition to new projects in development, we’re also planning future phases of launched sites/apps and long term support for our properties which are complex and layered.
  • ===== Updated 08.2012=====Checked off mobile friendly donor form.Added PayPal type services and some other vendor-ish names.
  • ===== Updated 08.2012 =====Added latest mobile traffic percentage. 20% as of Aug. 2012.Add a new screencap and topline visits.We may want to use a different screencap from GA. This one may raise more questions b/c of the double dip from reporting errors.
  • ===== Updated 08.2012 =====New slideMobile users consume content differently than desktop users and different content.This supports our proxy solution which mobilized ALL of cancer.org not just a subset of content.Note the increased prominence of testicular cancer information.Note that the homepage is NOT the primary entry page for most users … indicates a strong search behavior for mobile users
  • ===== Updated 08.2012 =====New slide
  • ===== Updated 08.2012 =====New slidePlans for both Relay and Strides apps
  • ===== Updated 08.2012 =====New slide, Relay app screensEvent management toolsRelay app is a known winner. Summer 2012 updates expand on popular features.Geared at registered users with event and fundraising management tools.
  • ===== Updated 08.2012 =====New slideMSABC app screensEvent management tools
  • TITLE SLIDE.
  • While you’ve got a bike program
  • Walk or run program. Guess what, not everybody is excited about showing up on the day you picked, in the place you picked for your activity. That doesn’t mean they’re not excited about raising money in other ways.
  • Alex’s Lemonade stand started as one person wanting to help cure cancer by selling lemonada
  • Some people like to play poker
  • Other people like to organize an activity with their close friends and family
  • That’s great, but if there’s just you, you can’t support all the ideas for individual events.
  • Broadcast – get the word out. Social media is being used by organizations to easily get their message to as many people as possible. I see this being used by almost all peer to peer programs today with varying levels of strategy in messaging and targeting.
  • Utilize – use social media data to understand who are your strongest voices out there, interests, topics of discussion, integrating into data analysis, and appending data as we would for email append. I see just a few organizations starting to do this today. The techniques, tools, and benchmarks are still evolving.
  • What's Hot in Peer-to-Peer Fundraising: Industry Trends from Team TR & Friends

    1. 1. What’s Hot in Peer to Peer Fundraising: Industry Trends From TeamRaiser & Friends PRESENTED BY: A FUN, HIP, SMART GROUP OF PEOPLE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 1
    2. 2. LOOK WHO’S TALKING Team TeamRaiser (TR) Deepa Karani, Client Strategy Executive, Blackbaud Nancy Palo, Senior Strategy Consultant, Blackbaud TR Friends Mark Becker, Founding Partner, Cathexis Partners Jennifer Brady, Director, Digital Platforms, American Cancer Society Melissa Dreyer, Director, Interactive Events, American Cancer Society Donna Wilkins, Founder & President, Charity Dynamics9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 2
    3. 3. HOW WILL YOUR LIFE CHANGE IN THE NEXT 90 MINUTES? We DON’T want to see this!! • Learn about key social & mobile industry trends • See examples of social & mobile-enabled TeamRaisers • What’s this we hear about Do-It-Yourself (DIY) fundraisers? • See DIY fundraisers using TeamRaiser • Make a new friend or two who knows more about Peer to Peer than you!BUT THIS!!9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 3
    4. 4. #BBCON TWEET YOUR TRACK: #bbinteractive #bbcultural #bbk12 #bbanalytics #bbfundraising #bbcrm #bbfinancial #bbprodev #bblearnlab9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 4
    5. 5. LET’S LEVEL SET - WHAT IS PEER-TO-PEER FUNDRAISING?9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 5
    6. 6. WHAT’S PEER-TO-PEER FUNDRAISING? • A style of fundraising where an organization recruits individual supporters to ask their friends and family to donate to that organization. Non Profit P2P Fundraising is almost always connected to some form of event or milestone.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 6
    7. 7. What’s HOT in Social PRESENTED BY DONNA WILKINS, CHARITY DYNAMICS MELISSA DREYER, AMERICAN CANCER SOCIETY9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 7
    8. 8. EVERYWHERE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 8
    9. 9. EVERYTHING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 9
    10. 10. ALL THE TIME9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 10
    11. 11. SOCIAL MEDIA THREE STRATEGIES9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 11
    12. 12. 12
    13. 13. 13
    14. 14. 14
    15. 15. 15
    16. 16. 16
    17. 17. 17
    18. 18. 18
    19. 19. 19
    20. 20. 20
    21. 21. GOALS Measurements • Participants to reach more money • Increase number of donors • Increase average gift size • Engage and Retain More Participants • Increase registration • Increase team size • Increase percent event participation • Increase retention9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 21
    22. 22. • Grow • New participants and donors Broadcast • Learn • Segmentation, Coaching, 80/20 Utilize • Endorsement • Impact • Fundraising, Involvement, Experience, Reduce Churn Empower9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 22
    23. 23. AVAILABLE VS. ATTAINABLE Online Activities Profile Offline Demographic Activities9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 23
    24. 24. IMPACT – LOOK FOR THE RIPPLE EFFECT9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 24
    25. 25. WHAT IS THE ASK? • Share – forward, like, comment • Promote – write, campaign, vote • Create – post, link, integrate • Extend – augment, adapt • Support – give (donations, registrations, volunteer)9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 25
    26. 26. EXAMPLES9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 26
    27. 27. SHARE IN NAVIGATION AND MULTIPLE PLATFORMS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 27
    28. 28. SHARE IN NAVIGATION AND MULTIPLE PLATFORMS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 28
    29. 29. SHARE IN NAVIGATION AND MULTIPLE PLATFORMS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 29
    30. 30. SOCIAL MEDIA LOGIN9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 30
    31. 31. PARTICIPANT PEER TO PEER OPTIONS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 31
    32. 32. SOCIAL MEDIA PAGE 329/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 32
    33. 33. BOUNDLESS FUNDRAISING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 33
    34. 34. BOUNDLESS FUNDRAISING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 34
    35. 35. ONLINE MOBILIZATION INCL. SOCIAL9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 35
    36. 36. 70 views or impressions on a post9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 36
    37. 37. To reach 70 views or impressions in Boundless Fundraising Application, we need: ONE Boundless User9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 37
    38. 38. SOCIAL COMMERCE AND FUNDRAISING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 38
    39. 39. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 39
    40. 40. F-COMMERCE • Almost 25% of total internet time is spent on Facebook • Users are 4 times as likely to conduct a transaction inside of Facebook if it is referred to them by a trusted friend. For fundraising, this means integrated Facebook event registration and donation transactions.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 40
    41. 41. WHAT CAN WE DO TODAY?9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 41
    42. 42. ENCOURAGE TRANSACTIONAL SHARING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 42
    43. 43. LEVERAGE SOCIAL PLUG-INS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 43
    44. 44. ENCOURAGE PHOTO AND VIDEO SHARING In a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and text posts combined.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 44
    45. 45. CREATE SHAREABLE INFOGRAPHICS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 45
    46. 46. CREATE SHAREABLE ASSETS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 46
    47. 47. CREATE SHAREABLE VIDEO CONTENT9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 47
    48. 48. What’s HOT in Mobile PRESENTED BY MARK BECKER, CATHEXIS PARTNERS JENNIFER BRADY, AMERICAN CANCER SOCIETY9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 48
    49. 49. MOBILE STATISTICS • 88% of US adults own a cell phone • 55% of these are cell Internet users • 17% report to access Internet mostly on cell phone Source:9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 49
    50. 50. THE MOBILIZATION OF TEAMRAISER REGISTRATION • Responsive Web Design9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 50
    51. 51. MOBILE OPTIMIZED EVENT REGISTRATION9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 51
    52. 52. MOBILE OPTIMIZED EVENT REGISTRATION9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 52
    53. 53. MOBILE OPTIMIZED EVENT REGISTRATION9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 53
    54. 54. USING THE TEAMRAISER APIS • Cathexis Partner’s “TR2Go” event dashboard9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 54
    55. 55. USING THE TEAMRAISER APIS: WWW.SKECHERSFRIENDSHIPWALK.COM • Skechers Foundation’s Friendship Walk9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 55
    56. 56. AMERICAN CANCER SOCIETY MOBILE UPDATE FALL 2012 JENNIFER BRADY9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 56
    57. 57. INDEX 1. Background 2. Mobile Strategy 3. Mobile Projects 579/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 57
    58. 58. BACKGROUND • Why is mobile important to ACS? 589/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 58
    59. 59. WE ARE ALL WIRELESS 311M US Population Wireless Subscribers 331M US wireless penetration 104% (+6% yoy) US wireless-only households 31% (+5% yoy) Mobile devices are rarely more than  4 feet  from their owners.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 59
    60. 60. WE ARE ALL MOVING TO MOBILE • The number of people accessing the mobile Internet is expected to overtake the PC as the most popular way to get on the Web within five years. • Average Americans spend 2.7 hours a day socializing on a mobile device. 609/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 60
    61. 61. MOBILE REACHES KEY DEMOGRAPHICS 619/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 61
    62. 62. 62 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 62
    63. 63. KEY POPULATIONS - AND - ACTIVITIES9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 63
    64. 64. MOBILE STRATEGY • How did we make it happen? 649/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 64
    65. 65. 2010: LOW AND SLOW • History: Piecemeal • Expertise: Minimal • Enthusiasm: General • Vision: Vague • Resources: Limited • Urgency: Not Enough9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 65
    66. 66. 2011: READY TO GROW • Comprehensive strategic plan • Well-defined priorities • Support from leadership • New vendor relationships • New staff assignments • Budget!9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 66
    67. 67. 2012: MOBILIZED! • 4 major mobile launches • Measurable impact on goals • Mobile workflows defined • Integrating with other channels • More projects and phases in development9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 67
    68. 68. STRATEGIC ALIGNMENT Align with ACS ACS BRAND STRATEGY Brand and stay well, get well, find cures, fight back Digital Channel strategies, and work in concert with Social, DIGITAL CHANNEL STRATEGY Web, SEO strategies. Social Mobile Website Strategy Strategy Strategy 689/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 68
    69. 69. STRATEGIC OBJECTIVES Build the Platform and the Process Integrate and Educate in the Enterprise Engage Consumers Improve Mobile Fundraising 699/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 69
    70. 70. BUILD THE PLATFORM AND THE PROCESS • Establish vendor relationships and internal competence that support core mobile program components: - Mobile Web - App Development - SMS (Text Messaging) - Text To Give • Define workflows, guidelines, roles and responsibilities to manage mobile projects. • Align with enterprise Demand Management process. 709/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 70
    71. 71. INTEGRATE/EDUCATE THE ENTERPRISE • Establish mobile as a critical part of the integrated online marketing stream. - Identify mobile needs and business goals in business areas throughout the enterprise. - Create mobile elements that augment existing campaigns and programs. • Communicate mobile development processes, workflows, and best practices to key staff. - Identify, train and enable mobile decision makers and content managers throughout the enterprise. 719/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 71
    72. 72. ENGAGE CONSUMERS • Use mobile to generate excitement, loyalty, and satisfaction with ACS campaigns and events in the consumer marketplace. • Extend the Society’s trusted and comprehensive library of cancer information onto mobile devices for fast, easy consumption by cancer info seekers. • Leverage the intimacy and immediacy of mobile to create measurable mobile health tools that support Signature Strategies. 729/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 72
    73. 73. IMPROVE MOBILE FUNDRAISING • Develop mobile-friendly donor form (done) • Upgrade Text To Give program • Test other mobile transaction modes - Credit card readers such as Square, Sage, Mobilized - Phone-based payment - mobile wallet - Text-to-Pledge - Call center queuing from mobile hot-link - PayPal, Amazon Payments, Serve 739/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 73
    74. 74. MOBILE PROJECTS • Challenge accepted… 749/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 74
    75. 75. MAJOR MOBILIZATIONS Mobile Web m.cancer.org m.relayforlife.org Making Strides Against Breast Cancer DetermiNation Mobile Apps Relay For Life Making Strides Against Breast Cancer 759/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 75
    76. 76. MOBILE WEB • Information, trust, speed, consumption 769/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 76
    77. 77. M.CANCER.ORG Objective: Create a mobile-specific version of cancer.org. Approach: Uses a real-time proxy with dynamic page re-structuring to mobilize all the content on cancer.org (approx. 7,000 pages). Result: • Mobile-friendly site delivers cancer.org content, customized for easy viewing on a smart phone. • Content published on cancer.org: Instantly live on m.cancer.org. • Puts our trusted cancer information in consumer’s hands when they need it, where they need it. 779/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 77
    78. 78. A MOBILE-FRIENDLY VERSION OF THE OUR FLAGSHIP WEB SITE, CANCER.ORG.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 78
    79. 79. M.CANCER.ORG • Site launched in October 2011 (on time, on budget). • Key performance indicators all show positive growth. • Enthusiastic reception by ACS staff, consumers, media. • Vendor that implemented m.cancer.org also developed m.relayforlife.org.31 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 79
    80. 80. MOBILE TRAFFIC IS INCREASING • 4.4 million mobile visits since launch • Mobile as percentage of total site visits has increased80 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 80
    81. 81. MOBILE CONTENT USAGE DIFFERS Desktop Desktop Page Mobile Mobile Page Rank Rank 1 Homepage 1 Learn > Signs and Symptoms of Cancer 2 Learn About Cancer Index Page 2 Homepage 3 Learn > Signs & Symptoms of Cancer 3 Learn > Testicular Cancer > Do I … 4 Healthy > Guide to Quitting Smoking 4 Healthy > Guide to Quitting Smoking 5 Donations Form 5 Healthy > Calorie Counter Calculator 6 Healthy > Calorie Counter Calculator 6 Donate Online Now 7 About Us > Employment Opportun .. 7 Learn > Testicular Cancer > Signs 8 Learn > Breast Cancer Landing Page 8 About Us > Employment Opportun .. 9 Learn > Testicular Cancer > Do I … 9 Make a Donation 10 Get Involved Index Page 10 Cancer Facts and Figures81 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 81
    82. 82. M.RELAYFORLIFE.ORG Objective: Establish a mobile website for Relay For Life that provides a mobile point-of-presence for the Relay Experience for both registered and not yet registered users. Approach: Leverage proxy-style solution to mobilize both UCM and Convio pages cleanly with vendor- based support model that minimizes parallel publishing, allows for easy content updates and minimizes ACS technical and editorial effort. Result: Launched early June 2012!9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 82
    83. 83. M.RELAYFORLIFE.ORG • Information for both registered Relayers and those interested in learning more. • Single source publishing across multiple platforms and content owners. • No additional work for field and event staff. • All content is scheduled to be mobilized, similar to m.cancer.org. • Mobilization of Convio functionality to launch in late winter. 839/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 83
    84. 84. MOBILE MAKING STRIDES AND DETERMINATION Objective: Create mobile-specific versions of the Making Strides Against Breast Cancer and DetermiNation fundraising Web sites. Approach: Leverage Convio APIs and inherent platform capabilities to produce mobile-friendly pages that deliver the SAME content and similar interactions as desktop site. Result: User-friendly mobile sites allow supporters to get local info, donate, register. No additional content creation tasks for ACS field staff.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 84
    85. 85. GET LOCAL INFO, DONATE, REGISTER9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 85
    86. 86. NO ADDED CONTENT CREATION TASKS FORACS FIELD STAFF9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 86
    87. 87. INFO FOR BOTH REGISTERED RELAYERS & THOSE INTERESTED IN LEARNING MORE.9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 87
    88. 88. MOBILE APPS • Ease, fun, features, richness, brand intensity 889/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 88
    89. 89. EVENT MOBILE APPS (RELAY AND STRIDES) Objective: Provide design and feature set direction for updated Relay and new MSABC mobile apps available on iPhone, Android & Blackberry devices. Include current feature set with improved usability and navigation on the front-end and upgrade to HTML 5 code on the back-end. Consolidate two apps under a consistent framework for support and design. Approach: Work under a rapid application development model with our partner, Charity Dynamics, to deploy ACS- guided updates to the Mobile apps. Result: Easier to update app for fundraising9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 89
    90. 90. RELAY FOR LIFE MOBILE APP9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 90
    91. 91. MAKING STRIDES MOBILE APP9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 91
    92. 92. ‘DIY’ Fundraising is so HOT PRESENTED BY DONNA WILKINS, CHARITY DYNAMICS MARK BECKER, CATHEXIS PARTNERS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 92
    93. 93. MORE PEOPLE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 93
    94. 94. MORE FUNDRAISING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 94
    95. 95. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 95
    96. 96. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 96
    97. 97. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 97
    98. 98. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 98
    99. 99. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 99
    100. 100. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 100
    101. 101. ‘DO IT YOURSELF’ (DIY) FUNDRAISING • Allow you to say YES more • More people raising more money in the ways that are most comfortable to them • Online toolkits make it easy for you to say yes to more people9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 101
    102. 102. IT’S ABOUT THE DIY HOST • High quality donor experience for the “host” - Create a page with photos, updates, etc. - Professionally request support for your organization and the mission you care about - Track donations, follow ups, thank yous - Introduce friends and family to the organization9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 102 102
    103. 103. TWO CATEGORIES DIY EVENTS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 103
    104. 104. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 104
    105. 105. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 105
    106. 106. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 106
    107. 107. ALZHEIMER’S LONGEST DAY9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 107
    108. 108. MARKETING: AWARENESS EXAMPLE9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 108 108
    109. 109. AWARENESS9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 109 109
    110. 110. CHAMPION COACHING9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 110 110
    111. 111. COLONCANCERFOUNDATION9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 111
    112. 112. WATERCANCHALLENGE20129/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 112
    113. 113. Each “Special Day” option is a Participant type9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 113
    114. 114. “Special Day” display options controlled by “Promo Codes”9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 114
    115. 115. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 115
    116. 116. SECONDHARVESTFOODBANK9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 116
    117. 117. 9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 117
    118. 118. Only oneParticipant Type to support TeamRegistration9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 118
    119. 119. ENDEPILEPSYYOUR WAY9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 119
    120. 120. ONLINE TOOLKIT CHECKLIST 1. Guidelines for events 2. TeamRaiser configuration - Registration - Waiver - Fundraising tools 3. Mission toolkit 4. Promote awareness of the program 5. eCommunication - Fundraising tips delayed auto-responders - Quarterly community communication - Social Media 6. Social media empowerment tools 7. Corporate sponsorship tips and kits 8. Toolkits for event types9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 120
    121. 121. WANT TO LEARN MORE ABOUT ‘DIY’ FUNDRAISING?? 1219/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 121
    122. 122. MARK YOUR CALENDARS FOR PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012! Boot Camp will help you: • Adopt a healthy fundraising lifestyle • Tone up your mid level fundraisers • Turn flab into social fundraisers • Build a rock solid core by engaging top performers Special Pre-Boot Camp Session on Do It Yourself Fundraising November 5, 20129/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 122
    123. 123. #BBCON TWEET YOUR TRACK: #bbinteractive #bbcultural #bbk12 #bbanalytics #bbfundraising #bbcrm #bbfinancial #bbprodev #bblearnlab Thank you for coming to our session! Please provide your evaluation on our session! And don’t forget to tweet!!9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 123
    124. 124. CONTACT US:Deepa Karani, Blackbaud Nancy Palo, BlackbaudDeepa.karani@blackbaud.com Nancy.palo@blackbaud.comwww.blackbaud.com www.blackbaud.comMark Becker, Cathexis Partners LLC Jennifer Brady, American Cancer Societymark@cathexispartners.com jennifer.brady@cancer.orgwww.cathexispartners.com www.cancer.orgDonna Wilkins, Charity Dynamics Melissa Dreyer, American Cancer Societydonna@charitydynamics.com melissa.dreyer@cancer.orgwww.charitydynamics.com www.cancer.org9/30-10/2 © 2012. Blackbaud Confidential. All rights reserved 124

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