The New Fundraising Frontier—Chart Your Path to Crowdfunding Success
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This document provides an overview of crowdfunding and peer-to-peer fundraising. It explores different event types, provides tips on building a case and strategy, and how to market events. The presentation aims to help organizations leverage these tools to engage new audiences, raise more money, and drive participation through compelling campaigns. Attendees learn best practices from successful examples and gain insights on metrics to measure impact.
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The New Fundraising Frontier—Chart Your Path to Crowdfunding Success
- 2. WELCOME Miriam Kagan Senior Principal Kimbia Matthew Mielcarek VP of Strategy and UX Design Charity Dynamics
- 4. LEARNING OBJECTIVES Overview of Crowdfunding and Peer to Peer Program Interaction between participants to explore diverse needs Identify success factors for YOUR Crowdfunding or Peer to Peer Program
- 5. Poll Time At your organization A. Board members are pounding down my door, carrying the “we need to crowdfund” banner B.Leadership says “huh?” to crowdfunding C. We’re all in! Show us! D. Crowdfunding sails hoisted! We’re sailing full steam ahead.
- 7. KIMBIA IS THE GLOBAL LEADER IN CROWDFUNDING EVENTS Helping 19,000+ nonprofits since 2007 7of the 10 largest crowdfunding events Delivered through patented widget technology Focused on producing the optimal donor experience Higher conversion rates in A/B tests versus competitors Portable, scalable and easy to integrate with CRM, CMS, Email and other software tools • Giving Days • Online Donations • Event Registration • P2P & Team Raising • DIY Fundraising
- 8. SWARTHMORE COLLEGE RAISED April 4, 2014 $400,000 NOTRE DAME RAISED April 27, 2014 $900,000 UNIVERSITY OF SYDNEY RAISED April 4, 2014 $900,000 BOSTON UNIVERSITY RAISED April 30, 2014 $1,100,000 BOSTON FOUNDATION RAISED $1,100,000 TRINITY COLLEGE RAISED April 29, 2015 $2,000,000 GIVE RICHMOND RAISED September 17-18, 2014 $1,600,000 SAN DIEGO FOUNDATION RAISED May 6, 2014 $2,100,000 SAN ANTONIO FOUNDATION RAISED May 5, 2015 $4,300,000 SARASOTA CF RAISED May 6, 2014 $3,100,000 LANCASTER CF RAISED November 21, 2014 $4,500,000 MIAMI FOUNDATION RAISED November 3, 2014 $5,200,000 UC-BERKLEY RAISED November 20, 2014 $5,300,000 PURDUE UNIVERSITY RAISED April 29, 2015 $13,700,000 PITTSBURGH FOUNDATION RAISED May, 15, 2014 $7,700,000 RECENT CROWDFUNDING EVENTS
- 9. PURDUE UNIVERSITY RAISED April 29, 2015 $13,700,000 MINNEAPOLIS / ST. PAUL RAISED November 12, 2014 $18,200,000 DALLAS / FT. WORTH RAISED September 18, 2014 $26,100,000 RECENT CROWDFUNDING EVENTS
- 10. AMERICAN RED CROSS RAISED JUNE 2, 2015 TBD PROJECT HOPE RAISED JUNE 10, 2015 AUTISM SOCIETY RAISED 2015 TBD TBD NEW CROWDFUNDING EVENTS FOR 2015
- 11. We help nonprofits leverage technology to: • Reach more people • Raise more money • Drive more engagement Our solutions consist of a mix of: • Strategic Consulting • Creative & Interactive Services • Platform Expertise • Boundless Fundraising™
- 12. More awareness, supporters, engagement, and donations, this is what nonprofits need to fulfill their mission and what Charity Dynamics delivers.
- 14. WHY CROWDFUNDING AND PEER TO PEER? • It’s here to stay • Drives significant new revenue • Recruits new, high value donors – up to 60% • Engages major donors • Sustainability
- 15. $ Improved ROI Active: Strong offer for active donors Lapsed: Great reactivation tool for lapsed donors New: 20%+ of responses come from new donors Middle: Many donors upgrade to mid-level giving categories Major: Great opportunity to engage major donors for matching funds Corporate: Engagement on multiple levels: event sponsorship, employee giving, matching funds EFFECTIVE FOR ALL LEVELS OF THE GIVING PYRAMID
- 16. Individual as driver Network fundraising by individuals via their network for a cause. Cause or Issue as driver Network fundraising by individuals toward a time- sensitive, goal-oriented project or cause. PEER TO PEER CROWDFUNDING • May be used interchangeably in some contexts • Each may contain an element of the other or be a component of the other • Evolving practice—confusion of terminology and application
- 17. Individual as driver Network fundraising by individuals via their network for a cause. Cause or Issue as driver Network fundraising by individuals toward a time- sensitive, goal-oriented project or cause. PEER TO PEER CROWDFUNDING • Maybe be used interchangeably in some contexts • Each may contain an element of the other or be a component of the other • Evolving practice—confusion of terminology and application
- 18. Individual as driver Cause or Issue as driver PEER TO PEER CROWDFUNDING EXAMPLES • Event fundraising • Annual campaign fundraising • DIY • Endurance • Tributes EXAMPLES • Giving Days • Project based fundraising • Emergency fund campaigns
- 19. CELEBRATIONS
- 20. ATHLETIC EVENTS
- 22. GIVING DAYS
- 25. PICK A MODEL
- 26. Poll Time What are your specific needs for launching a crowdfunding or peer to peer program? A.Money, money, money, money! That’s some fine looking ROI. B.New audiences. Millennials and digi- boomers! Gimme! C.Everyone else is doing it. I wanna be part of the pack. D. All of the above, duh.
- 27. In Person Activity Community Engagement One-Time or Evergreen Competitive Staff/Volunteer Commitment Revenue Potential Peer to Peer Celebrations No No Evergreen No Low Moderate Athletic Events Yes Sometimes Both Sometimes Medium Moderate Tributes and Memorial Pages No No Evergreen No Low Moderate Crowdfunding Giving Days Sometimes Yes One-Time Sometimes High High Projects and Ventures No No One-Time No Low Moderate Emergency Response No Sometimes One-Time No Low High EXPLORING DIFFERENCES
- 28. BUILD YOUR CASE
- 29. Your Business Plan sells your program to leadership
- 30. • Major Donors • First Time Donors • Influencers • How will this program allow you to reach a previously underserved donor segment? DEFINE YOUR AUDIENCE
- 31. • How you solve a problem • Why you • Show impact • Use the language of your supporters • Highly visible COMPELLING VALUE PROPOSITION
- 32. • Sci-Port received 156 gifts totaling over $107,000 during Give Local America • They were third overall in dollars raised COMPELLING VALUE PROPOSITIONS PAY OFF
- 33. SET EXPLICIT, MEASURABLE GOALS Set SMART Goals: specific, measurable, attainable, relevant and time-bound • What is your overall fundraising goal? • Are those goals realistic and attainable? • Are they relevant to your Crowdfunding event? • Can you set goals for specific times of the day?
- 34. Peer to Peer Average Emails Sent per Participant – 23 to 54 Dollars Raised per Participant - $450 to $1005 Average Number of Gifts per Participant - 7 to 13 Crowdfunding 15% to 30% of those who give are new donors 25% to 35% of traffic from mobile 3x to 5x ROI for smaller organizations Sources: The 2013 Blackbaud Peer-to-Peer Fundraising Study Kimbia Client Results BENCHMARKS
- 35. When it comes to measuring the impact of our campaigns: A.Our organization is great at tracking all campaign results, event and otherwise. Google Analytics, we’ve optimized it! B.We have pretty good insight into our performance, but we know there’s always more to find. C.Sigh. More data more problems. Poll 3
- 37. • Crowdfunding and peer to peer fundraising vehicles are new to constituents and to your organization • Brand the program in a distinctive way that shows constituent empowerment, community • myHumane • Panda Nation • Give Local America BRAND YOUR EVENT
- 38. • Protects your brand • Provides you with donor data • Features real-time leader boards • Makes forms easy to share • Gives you peer-to-peer functionality • Offers mobile-responsiveness • Reduces form abandonment • Assures scalability • Includes multi-currency, multi-language and multi-country settlement CRITERIA FOR CHOOSING A PLATFORM
- 39. • Optimize forms for conversion and reducing friction • Provide clear, prominent calls-to- action • Make forms easy-to-use • Keep forms short • Prominently feature your crowdfunding event • Give contextual reasons to give • Provide suggested donation amounts • Mobile-optimize your site The University of Maryland featured personal video stories of scholarship recipients alongside donation forms
- 40. • Assign a project manager • Publicize all tasks • Educate volunteers, chapter and affiliate leadership, and programs about program ALIGN STAKEHOLDERS
- 42. Your plan should include: • Target audience • Best channels to reach audience • Messages that resonate • Target number of impressions • Monitor and measure • Two-way communications STRATEGIC PROMOTION
- 43. Recruitment • Typically targeted to the widest audience possible including your overall housefile • Can include paid advertising • Primary action is to participate and/or become a fundraiser Engagement • Typically targeted ONLY to participants and fundraisers • Primary action is to become a better fundraiser with best practices, tip and tricks for raising more 2 TYPES OF MESSAGING
- 44. • Get creative with your communications • Recruit online ambassadors • Incentivize healthy competition • Customize messaging • Communication and social media training is critical PROVEN PRACTICES
- 45. • Leverage social media to amplify buzz and outreach: • Use tracking codes to measure effectiveness • Build a “spread the word” page • Leverage Facebook, Twitter, Instagram, Vine, and others SOCIAL MEDIA
- 46. SAY “THANKS”
- 47. CONCLUSIONS
- 50. PLAN YOUR NEXT EVENT
- 51. Miriam Kagan Senior Principal • Kimbia • miriam@kimbia.com Matthew Mielcarek VP of Strategy & UX Design • Charity Dynamics • matt@charitydynamics.com CONTACT INFORMATION
Editor's Notes
- It’s here to stay. The 2015 Estimate for Crowdfunding is $15 Billion Nonprofits benefit significantly. Social causes represented 30% of the $5 billion total crowdfunding revenue in 2013 High Value Donors. Online-acquired donors who give to and share your mission across many channels have the highest lifetime value Major Donors. In 2013 more baby boomers gave online than via direct mail Sustainability. Control of major institutions and an estimated $40-trillion will be passed to next generation donors, the children and grandchildren of baby boomers
- A strong value proposition answers the question, “Why should I donate money or time to help you today?” It must be clear, concise, easy to understand and:
- A strong value proposition answers the question, “Why should I donate money or time to help you today?” It must be clear, concise, easy to understand and:
- To protect your brand and optimize your results, make sure your crowdfunding platform/vendor: Represents your brand, not your vendor’s Gives you all your donor data and does not market to your donors Includes real-time leader boards to foster competition Enables donation/registration forms to be easily shared Provides hassle-free team and peer-to-peer functionality Is mobile-responsive out of the box Reduces donation form abandonment Is scalable enough to handle hundreds of donations/second Handles multi-currency, multi-language and multi-funds flow