The Importance of Peer-to-peer Fundraising (and Social Giving)

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Keynote session at the 2012 Digital Leap conference in Toronto. The session discusses the convergence of Social Media and Peer-to-peer fundraising. Social media has become an effective new channel for p2p fundraisers, allowing them to reach a broader pool of prospective donors. Furthermore, organizations are beginning to specifically recruit individuals who are highly networks within their own social networks as team captains and fundraising leaders.

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The Importance of Peer-to-peer Fundraising (and Social Giving)

  1. 1. THE IMPORTANCE OF PEER -TO-PEER FUNDRAISING AND SOCIAL GIVING Mark Davis Director of Product Marketing, Interactive Solutions Blackbaud05/03/2012 Digital Leap 2012 1
  2. 2. Mark Davis @MCDAVIS705/03/2012 Digital Leap 2012 2
  3. 3. WHAT’S THE VALUE OF SOCIAL MEDIA05/03/2012 Digital Leap 2012 3
  4. 4. 05/03/2012 Digital Leap 2012 4 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  5. 5. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud05/03/2012 Digital Leap 2012 5
  6. 6. 05/03/2012 Digital Leap 2012 6 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  7. 7. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 201205/03/2012 Digital Leap 2012 7
  8. 8. $653 $215 $224 $62 $32Offline Donor* Online Donor* Facebook Team Team Like** Member*** Captain*** Sources: * 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud ** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge *** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud 05/03/2012 Digital Leap 2012 8
  9. 9. • 90 percent trust recommendations by friends more than traditional advertising* • 63 percent of users choose consumer ratings as their preferred source of information about products and services** Sources * Nielsen Global Online Consumer Survey, 2009 ** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 201105/03/2012 Digital Leap 2012 9
  10. 10. THE CONVERGENCE OF P2P FUNDRAISING AND SOCIAL MEDIA05/03/2012 Digital Leap 2012 10
  11. 11. Who Are Peer-to-peer Fundraisers?05/03/2012 Digital Leap 2012 11 The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 2011
  12. 12. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 12
  13. 13. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 13
  14. 14. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 14
  15. 15. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 15
  16. 16. WHAT’S NEW05/03/2012 Digital Leap 2012 16
  17. 17. INTEGRATING SOCIAL MEDIA INTO YOUR P2P FUNDRAISING CAMPAIGN05/03/2012 Digital Leap 2012 17
  18. 18. 05/03/2012 Digital Leap 2012 18
  19. 19. 05/03/2012 Digital Leap 2012 19
  20. 20. 05/03/2012 Digital Leap 2012 20
  21. 21. USING SOCIAL DATA TO FIND AND TARGET KEY INFLUENCERS05/03/2012 Digital Leap 2012 21
  22. 22. S O C I A L D ATA : T H E F O U R S O C I A L I N F L U E N C E R R AT I N G S 1 - Key 2 - Engager Influencers 1% 5% 45%3 - Multichannel 4 - Standard 49% Consumer Consumer = 1% 05/03/2012 Digital Leap 2012 22
  23. 23. USING SOCIAL DATA TO IMPROVE TARGETING & ACQUISITIONThe Situation: For DetermiNation event series, how to target the right audienceThe Goal: Increase success of targeted Direct Mail campaignThe Strategy: Find those individuals who are interested in this type of event andwill be able to raise sufficient fundsThe Tactics: Optimize Direct Mail by: (a) Targeting Engagers and Key Influencers, who (b) Have existing athletic behavior and participation (marathoners, triathletes, cyclists, exercise buffs, etc.) 05/03/2012 Digital Leap 2012 23
  24. 24. EVENTS: IMPROVING RETENTIONThe Situation: Huge loss of participants every year. If the team captain leaves,the whole team vanishes.The Goal: Increase retention of participants by 10%+The Strategy: Identify those individuals who are (a) on a team and (b) havestrong social influence as back ups for the team captain position next year andcultivate them.The Tactics: Use Social Influencer rating to identify key participants. Providespecial cultivation opportunities pre, during and post event.05/03/2012 Digital Leap 2012 24
  25. 25. “GOING MOBILE” - THE WHO, 197105/03/2012 Digital Leap 2012 25
  26. 26. Mobile will be the #1 method of accessing the internet05/03/2012 Digital Leap 2012 26
  27. 27. MOBILE APPS: TRACKING YOUR PROGRESS IN THE PALM OF YOUR HAND • Register • Update Personal Page • Phone Address Book • Text Prospects • Thank Donors05/03/2012 Digital Leap 2012 27
  28. 28. WHAT NOW?05/03/2012 Digital Leap 2012 28
  29. 29. MARY “NO BUDGET BUT, I HAVE AN INTERN” • Coordinate email and social communications • Encourage participants to use social media • Build messages that will get a reaction05/03/2012 Digital Leap 2012 29
  30. 30. CREATE A MULTI-CHANNEL CALENDAR05/03/2012 Digital Leap 2012 30
  31. 31. 05/03/2012 Digital Leap 2012 31
  32. 32. 05/03/2012 Digital Leap 2012 32
  33. 33. RECAP: MARY “NO BUDGET BUT, I HAVE AN INTERN” Create a communication calendar Build a Facebook event page Mobilize your website / email Ask people to comment and engage05/03/2012 Digital Leap 2012 33
  34. 34. BOB “SMALL BUDGET, BUT AT LEAST I HAVE ONE” • My organization is primarily focused on events • Most of our participants are not fundraisers. • Low retention rates • I’d like to provide participants with some new tools to turn “lazy” participants into active fundraisers05/03/2012 Digital Leap 2012 34
  35. 35. LAZY FUNDRAISERS: CREATE AN EMAIL FORWARD05/03/2012 Digital Leap 2012 35
  36. 36. SOCIAL MEDIA APPLICATIONS Allows scheduled newsfeeds at key fundraising opportunities Notifies friends of progress towards fundraising Share photos, video, and personal messages all with a link directly to fundraising page05/03/2012 Digital Leap 2012 36
  37. 37. MOBILE APPS: TRACKING YOUR PROGRESS IN THE PALM OF YOUR HAND05/03/2012 Digital Leap 2012 37
  38. 38. GROUPON EXAMPLE05/03/2012 Digital Leap 2012 38
  39. 39. RECAP: BOB “SMALL BUDGET, BUT AT LEAST I HAVE ONE” Provide a mobile application Provide a Facebook application (e.g., Boundless Fundraising™) Promote through other social media (e.g, Groupon , Pintrest, Living Social) Develop a participant social media kit05/03/2012 Digital Leap 2012 39
  40. 40. RECAP: BOB “SMALL BUDGET, BUT AT LEAST I HAVE ONE” Listen and moderate conversations Survey participants about interests Track and measure results - Are participants sending emails? - Are they sharing their story? - Are they using current social tools you’ve provided?05/03/2012 Digital Leap 2012 40
  41. 41. MICHAEL “FULL TIME STAFF PERSON W/ BUDGET” • I’m doing a lot with social media & mobile - Facebook fans - Healthy twitter following - Blog - Mobile event site & app • I need to connect fundraising and mission • How can I connect all my social media activity? • How can I connect my constituents with each other?05/03/2012 Digital Leap 2012 41
  42. 42. 05/03/2012 Digital Leap 2012 42
  43. 43. PARALYSIS COMMUNITY - MEMBER PYRAMID Leaders have Formed 55 Specialized Groups Leaders (149 – 5%) Approximately 33% of Active Members Community (513 – 16%) Registrants are Active Community Registrants 1,666 Non- Registrants Receive (1,539 – 48%) Community Email Digests Total Community (3,205 – 100%)05/03/2012 Digital Leap 2012 43
  44. 44. CONTENT DRIVES TRAFFIC | FACEBOOK05/03/2012 Digital Leap 2012 44
  45. 45. DEFINING SUCCESS: OBJECTIVES AND METRICS Better Increase Support the Grow Understand Branding and Mission Database Constituents Awareness Reach More Number of Access to Potential Community Increased Web “Social Points” Beneficiaries Registrants Traffic Data for Programs Communicate Number of Top Google and Engage in Integration to Newsletter Search Advocacy CRM Subscribers Placement Efforts Facebook and Targeted Twitter Fundraising Followers Campaigns05/03/2012 Digital Leap 2012 45
  46. 46. COMMUNITY IMPACT ON CHRISTOPHERREEVE.ORG Top Online Referrals to ChristopherReeve.org: • Google • Direct • CDRF Online Community • Yahoo! • Facebook Profile of Visitors Directed from Our Community: • Visit more pages than average • Stay 2X the average amount of time * All YTD values on June 22, 2011 28% Increase in Visits05/03/2012 Digital Leap 2012 46
  47. 47. RECAP: MICHAEL “FULL TIME STAFF PERSON W/ BUDGET” Build your own online community Create a holistic web, social and mobile strategy Engage the entire organization Use technology to help integrate data and measure results05/03/2012 Digital Leap 2012 47
  48. 48. QUESTIONS? Blackbaud Mark Davis @mcdavis7 Blackbaud.com @blackbaud http://www.FriendsAskingAmy.com http://www.NetwitsThinkTank.com05/03/2012 Digital Leap 2012 48

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