Online campaigns are recruiting many new donors and supporters who in turn can spread your mission across more communities and continents. But with the advent of “crowdfunding,” nonprofits are losing control of the fundraising message. This is because commercial side platforms now allow people to raise money for projects, personal trips and even medical bills. Worse still, due to the proliferation of platforms and approaches, nonprofits increasingly have little visibility into who is fundraising on their behalf, where and how, thus preventing them from building the deeper donor relationships that provide ongoing support. So how do nonprofits take back “fundraising” in the crowd? Lauren McPhail, Annual Campaign Manager at The YMCA of Austin – Metro Office, has figured out how to combine the power of crowdfunding and peer-to-peer fundraising for optimum results. In this real life case study of the YMCA’s successful annual-fund peer-to-peer crowdfunding campaign, Lauren and Miriam Kagan, senior fundraising principal at Kimbia, will cover the: - Challenges of the crowdfunding free-for-all - Functionality, message, reach, and data that nonprofits must provide to grab their supporters’ attention - Best practices for creating a successful nonprofit-driven crowdfunding campaign - Proven practices related to the “rights” of nonprofits to crowdfund in a way that enables their supporters while keeping the nonprofit in the driver seat

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3. The YMCA of Austin Case Study:
Pairing Peer-to-Peer and Crowdfunding
to Optimize Participation and Results
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4. Confidential document: Kimbia Inc. 2014
Hi
Miriam Kagan
Senior Fundraising Principal
Kimbia
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Lauren McPhail
Annual Campaign Manager
YMCA of Austin

5. Crowdfunding Poll
According to Forbes, what is the
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anticipated value of the
worldwide crowdfunding market,
including commercial side
crowdfunding?

6. Why Crowdfund?
• $1.5 billion opportunity:
Forbes estimates $5 billion
worldwide crowdfunding
market, with 1/3 going to
causes
• New donors: upward of
60% of campaign gifts
come from new donors
• Greater participation:
motivates and excites your
major donors and
community
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7. Crowdfunding vs.
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Peer2Peer
Is there a fundamental difference?

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YMCA of Austin
• Mission of the YMCA of Austin is to put Christian
Principles into practice through programs that build
healthy spirit, mind and body for all.
• We’re for Youth Development, Healthy Living, and
Social Responsibility.
• Began in 1953; Eight YMCA branches serving over
170,000 members and program participants annually.
Supported by 1,200 volunteers and 4,000 individual
donors.
• Provide $2.1 million in financial assistance annually to
37,000 men, women and children to enable them to
participate in our programs.

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Omni-Channel FundraisingTM Solutions

10. YMCA E-Campaigner
• Crowdfunding element of Annual
Fund campaign
• Recruits and encourages
campaigners to raise money for
the Annual Fund goal
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11. YMCA E-Campaigner
In 2014:
•1.2 million impressions
•1,100 clicks
•24% Giving Online
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13. Model for Success
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14. Model for Success
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Planning
• Create a project plan
• Define your target fundraising
audience
• Craft a compelling value
proposition
• Implement strategic promotion
• Set explicit, measurable goals
• Recruit online Ambassadors
• Create an incentive structure
• Customize messaging

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Planning
• Choose the right technology
platform with key functionality:
 Simple registration and
donation
 Personal fundraising tools
 Stable and scalable
 Real-time progress reporting
 Social-sharing enabled
 Navigable back end admin

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Planning
• Be clear about the
crowdfunder upfront:
the Crowdfunding Bill
of Rights

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Planning
• Plenty of Lead Time
• Do it as a team
• Strategic and multi-channeled
recruitment
• Multiple training options
• Tools available: present multiple
times and multiple ways

19. Model for Success
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Poll
My organization has tools
and plans in place to help
fundraisers and
crowdfunders raise money
on our behalf

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PRE-LAUNCH
CAMPAIGN
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22. Pre-launch Campaign
• SOCIAL MEDIA
PHOTO CONTEST
• PHYSICAL &
VIRTUAL
ENGAGEMENT
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User-Guide
• Provide sample
tweets and
Facebook posts
• Register returning
advocates to
encourage tool
utilization
• Stock advocacy
center with
campaign resources

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Get Social

25. Model for Success
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Momentum
• Send regular campaign progress
updates to participants
• Call out great campaigners,
creative ideas, and good stories
• Draw social attention
• Announce any big matches or
prizes
• Get visual: photos, videos, impact
stories
• Make it a game: think incentives,
prizes, and competitive elements

27. Leverage Social Media to
Amplify Buzz & Outreach
• Combine planned social media
posts with live updates
• “Spread the word page”
• Promote as a way for supporters
to help make the campaign a
success
• Leverage Facebook and
Twitter’s popularity
• Use tracking codes to measure
social media effectiveness
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Continue the
Momentum
Weekly toolkit
emailed with
success
stories, tips,
advocate
highlight,
weekly focus,
prizes,
campaign
progress

29. Model for Success
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Poll
True or False:
Data should only be analyzed
after the event or campaign
has ended to learn what
worked, plan for next year,
etc?

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Continue the
Momentum
• Thank donors
• Coordinate data integration
• Develop campaign series to invite/ engage
donors -- their connection is to the
campaigner, not to you
• Develop outreach for new major donors
• Thank matching and achievement gift
donors

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Analyze Results
• Plan measurement and analysis before the
campaign and keep an eye on progress
throughout
 Adjust as needed
• Use source codes and data integration to
understand what and who drives results
• Make plans for additions, adjustments for
next year

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Analyze Results
• Analyze impact of matching and achievement
gifts
• Analyze impact of social media and traditional
media promotions
• Analyze impact by time of day

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Q&A
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36. Pair Peer-to-Peer and Crowdfunding
to Optimize Participation and Results
Organizations running 7 of the 10 largest Single-
Day Crowdfunding Events in history use Kimbia
technology, including Give Local America (GLA),
which raised $53,700,000 in a single day this past
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May.
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37. Confidential document: Kimbia Inc. 2014
www.kimbia.com
@kimbiainc
Miriam@kimbia.com
@miriamkagan
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38. Confidential document: Kimbia Inc. 2014
Thank you!
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