Social Fundraising: Expanding Beyond the P2P Fundraising Event

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Connect with supporters, activate donors, and raise money online.
Nonprofit experts share their extensive knowledge and expertise in online marketing and fundraising, email communication, social media, mobile engagement, and much more.

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  • Overall – Define P2P / DIY List of all the different names Why is this a big trend Client Example / Success StoriesThings to consider with Technology – Branding flexibilityownership of donorsOwnership of participants (vendor won’t email them)
  • This style of fundraising has lots of different terms: Third party fundraising, peer-to-peer fundraising, independent fundraising events… While the terms vary, the concept stays the same…. Organizations asking individuals to soliciate donations from individuals.
  • This idea of Third Party fundraising is not new. Many organizations have support this style of fundraising in offline forms for years… the driving trend is providing online tools that integrate into social media to help supplement those activities that traditionally took place in the offline space. When I was working for Komen Houston, we regularly received calls from fundraisers interested in organizing an activity to raise funds in support in
  • Increased Competition Today there are often multiple organizations within a single geographic area that support the same cause. For example, In Houston, there are easily 5 different organizations that support the mission of ending breast cancer or helping individuals impacted by Breast Cancer. Increased # of traditional RWR style events –
  • As I mentioned earlier, historically third party fundraising was limited to the world of check writing and offline activities. Prompted in part by the significant growth of traditional RWR fundraising events and compounded by the shift in modern communication toward social media like facebook and twitter, Today’sFundraiser is looking for the flexibility to “order up” exactly how they want to fundraise for the causes that are important to them… They was to define the details of what, where, when, how and who they are fundraising for. What – the activity – For those organizations who have been conducting tradition RWR fundraising events, there is a portion of your participant base who is burned out or tired of participating in the same walk year-over-year. These participants are still loyal to your mission and your organization, so it’s important to provide additional avenues Where & When – How – Chances are that your fundraising have participated in a Runnning, Walking or Riding event in the past. These events traditionally have served an acquisition tools in our marketplace. Participants who have experienced the fundraisingI listed who last intentionally… As many of your know, competition to gain the attention of new fundraisers is increasing. Off the top of my head I can name off 5 different organizations in my city who all have the mission of curing and support women with breast cancer – Some are local, while others are local affiliates of national organizations.
  • I just shared some of the successes that National MS Society experienced. Having worked with smaller organizations, I want to encourage you that these successes are not limited to large national programs.We learned in the P2P Benchmark Report that was release in March of this year that Third Party of Social Fundraiser significantly out-perform their peers who are participating in RWR style events.
  • Smaller organization based in Canada, whose mission is to provide clean drinking water to African Communities
  • NMSS Challenges:Third Party Fundraisers needed access to the online tools available for NMSS marquee eventsLocal Chapters needed an easy-to-deploy, easy-to-manage, localized DIY solution.National HQ needed to expand their fundraising footprint in a consistently branded, Chapter-friendly way.ResultsSet a first year goal of $300K and raised more than $1.5 million.One chapter Increased fundraising average from $500 to $6,300 with the inclusion on online toolsLaunched a national campaign with one consistent brand all on the same day.
  • I just shared some of the successes that National MS Society experienced. Having worked with smaller organizations, I want to encourage you that these successes are not limited to large national programs.We learned in the P2P Benchmark Report that was release in March of this year that Third Party of Social Fundraiser significantly out-perform their peers who are participating in RWR style events.
  • Social Fundraising: Expanding Beyond the P2P Fundraising Event

    1. 1. 5/8/2013 Footer 1SOCIAL FUNDRAISINGEXPANDING BEYOND THEFUNDRAISING EVENT!Practical ways to connect with supporters, activatedonors, and raise money online.www.bit.ly/npEXPERTS#npEXPERTS
    2. 2. 5/8/2013 Robyn Mendez | #npEXPERTS 2TODAY’S NPEXPERTRobyn MendezProduct Marketing ManagerBlackbaud Interactiverobyn.mendez@blackbaud.com@robynmendez
    3. 3. 5/8/2013 Robyn Mendez | #npEXPERTS 3Social Fundraising• Define Social Fundraising• Review the Trends• Social Fundraising Examples• Tips for Getting StartedWHAT ARE WE TALKING ABOUT TODAY?
    4. 4. 5/8/2013 Robyn Mendez | #npEXPERTS 4A style of fundraising where an organizationrecruits individual supporters to ask theirsocial circles to donate to that organization.WHAT’S SOCIAL FUNDRAISING?Non Profit
    5. 5. 5/8/2013 Robyn Mendez | #npEXPERTS 5
    6. 6. 5/8/2013 Robyn Mendez | #npEXPERTS 6WHAT ARE THE TRENDS TODAY?Trend #1:Expansion of Online Tools to TraditionalOffline Third Party Fundraising Activities
    7. 7. 5/8/2013 Robyn Mendez | #npEXPERTS 7WHAT ARE THE TRENDS TODAY?Trend #2:Creation of Online Only Social Fundraising campaigns
    8. 8. 5/8/2013 Robyn Mendez | #npEXPERTS 8WHAT ARE THE TRENDS TODAY?Trend #3:Increased adoption of charity programs in conjunction withtraditional athletic events
    9. 9. 5/8/2013 Robyn Mendez | #npEXPERTS 9WHAT’S DRIVING THE SOCIAL FUNDRAISING TRENDS?Pressure from the Bottom:Demand fromFundraisersPressure from the Top:Demand fromOrganizationalLeadership
    10. 10. 5/8/2013 Robyn Mendez | #npEXPERTS 10• Grow Overall Fundraising• Keep costs low• Increased competition fromcompeting organizations• Diversify Fundraising EffortsTREND DRIVER: NEED TO GROW OVERALL REVENUEPressure from the Top:Demand fromOrganizationalLeadershipSocial Fundraising is…• Relatively Low Cost to Set Up• Relatively Low Cost to Maintain• An Expansion of Fundraising Footprint
    11. 11. 5/8/2013 Robyn Mendez | #npEXPERTS 11• Popularity of Social Media &Smartphones• Commercial Commerce Trends:The Starbucks Effect• Prevalence of Event Fundraising• Event Fundraising FatigueTREND DRIVER: DEMAND FROM FUNDRAISERSPressure from the Bottom:Demand fromFundraisersSocial Fundraising is…• Highly Flexible• Inherently Social• Easily Accessible• An Alternative to Traditional EventFundraising
    12. 12. 5/8/2013 Robyn Mendez | #npEXPERTS 12SOCIAL FUNDRAISERS ARE VERY SUCCESSFUL…… BUT THEIR RETENTION RATES ARE LOWER.
    13. 13. 5/8/2013 Footer 13SOCIAL FUNDRAISING:ONLINE CAMPAIGN EXAMPLES
    14. 14. 5/8/2013 Robyn Mendez | #npEXPERTS 14WATERCAN:DONATE YOURSPECIAL DAY
    15. 15. 5/8/2013 Robyn Mendez | #npEXPERTS 15THE SALVATION ARMY: ONLINE RED KETTLE
    16. 16. 5/8/2013 Robyn Mendez | #npEXPERTS 16ALZHEIMER’S ASSN:THE LONGEST DAYIn Year 1,200 TeamsRaised $236K
    17. 17. 5/8/2013 Robyn Mendez | #npEXPERTS 17MICHAEL J. FOX FOUNDATION TEAM FOX
    18. 18. 5/8/2013 Robyn Mendez | #npEXPERTS 18FOODBANK OFNEW YORKCITY:VIRTUALFOODDRIVE
    19. 19. 5/8/2013 Robyn Mendez | #npEXPERTS 19NATIONAL MS SOCIETY: DIY FUNDRAISING
    20. 20. 5/8/2013 Robyn Mendez | #npEXPERTS 20TIPS FOR GETTING STARTED
    21. 21. 5/8/2013 Robyn Mendez | #npEXPERTS 21• Brainstorm Opportunities- What types of Social Fundraising Programs are right for your org?• Map out a Plan- Should you run a pilot before heavily investing?- Budget? Staff?- Marketing & Communication Plan• Tie the Campaign to your Mission & your Org- Participants have choices, make your org the right choice• Have a Home Base for all tools and interactions- Consolidate all your activities into a central online location- Keep Social Media linked to your central online spot• Stay Constituent Focused- Solicate feedback- Acknowledge successSOCIAL FUNDRAISING CAMPAIGN PLANNINGRead More @ npEngage.com/event-fundraising
    22. 22. 5/8/2013 Robyn Mendez | #npEXPERTS 22SOCIAL FUNDRAISERS ARE VERY SUCCESSFUL…… BUT THEIR RETENTION RATES ARE LOWER.
    23. 23. 5/8/2013 Robyn Mendez | #npEXPERTS 23• Own your supporters & donors – Get their contact info & email!• Develop a cultivation communications plan- Acknowledge your top fundraisers• Invite your social fundraisers to stay involved- Volunteering- Advocacy- Traditional RWR EventsTIPS FOR KEEPING YOUR SOCIAL FUNDRAISERS
    24. 24. 5/8/2013 Robyn Mendez | #npEXPERTS 24QUESTIONS?
    25. 25. 5/8/2013 Robyn Mendez | #npEXPERTS 25• NPEngage Blog - www.NPEngage.com/event-fundraising• P2P Benchmark Study - www.blackbaud.com/p2pbenchmarkADDITIONAL RESOURCES
    26. 26. 5/8/2013 Robyn Mendez | #npEXPERTS 26NPEXPERTS > DOWNLOAD THE FREE EBOOKConnect with supporters, activate donors,and raise money online.Nonprofit experts share their extensiveknowledge and expertise in:- Online marketing and fundraising- Email communication- Social media- Mobile engagementDownload the npEXPERTS eBook andregister for free webinars atwww.blackbaud.com/npEXPERTS
    27. 27. 5/8/2013 Robyn Mendez | #npEXPERTS 27Blackbaud’s two Peer-to-Peer Fundraising solutions, TeamRaiser andFriends Asking Friends, are built with powerful social and mobile tools,intuitive reporting and contemporary designs to support a wide varietyof events.> http://bit.ly/TeamRaiser> http://bit.ly/FriendsAskingFriends

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