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It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
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It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising

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  • David asked me to assist with Promotions Proclamation
  • Plus twitter
  • 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 –
  • If you think that you can serve your mission just by talking to your existing audience directly, you're missing out on the viral connections. "Don't think you're staying even. If you're not participating, you're losing“
    A few years ago it we’d get an occasional charity request; now it’s almost constant. AND people are giving to kickstarter, etc.
  • Data pulled from http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/,  Crowdfunding Industry Report by Massolution put out data showing the
  • Transcript

    • 1. It’s Working For Us, Could It Work For You? Shana Masterson National Associate Director, Interactive Fundraising & Engagement Greg Borkowski Manager, Development
    • 2. Shana Masterson National Associate Director, Interactive Fundraising & Engagement @npshana It’s Shiny! Should We Chase It?
    • 3. Fundraising Incentives? Social Media? Mobile?
    • 4. We’ll Just Run An Incentive! Extrinsic incentives do not work in the long term and REMOVE intrinsic motivation. Changes focus to "what's in it for me” instead of the benefit of donating/fundraising. Fundraising is an altruistic act and “rewarding it” crowds out the desire to do something good. Source: DonorVoice 2/6/2013
    • 5. Perceived Value
    • 6. Universally Accepted Cost/Value = $100-ish + effort + confusion
    • 7. Perceived Value Increases Decreases AWESOME Prize! (VIP Tickets, experiences) LAME Prize ($25 gift card) Less often (Well-planned and placed throughout the season) More often (Weekly) Your ONLY chance We offer random stuff all the time! That sounds easy! (ex. Raise $100 to qualify for a Kindle Fire) That really is a lot to ask for what you get (ex. Send 75 emails to maybe get a $25 gift card.) Consistent value proposition Inconsistent value proposition
    • 8. Incentive Study: Communications > Prize Less > More Multi-channel Well-planned Segmented Longer at beginning, shorter at end of season Use the national incentives Personal outreach
    • 9. We Need to Be on SnapChat!
    • 10. Referral Traffic
    • 11. Social Traffic & Share This
    • 12. Levels of Engagement Level 1 (Use local presence) - Didn’t make goal - New staff - Web/email needs help - No time Level 2 (Individual event presence) - Made goal - Experienced staff - Established strategy - Have the time Level 3 (Multiple social presences) - Level 2 PLUS volunteers
    • 13. For Participants
    • 14. For Staff
    • 15. National Experimentation Renewed promotion of #tourdecure and #stepoutdiabetes Weekly social media highlights More cross-posting to national accounts Smaller, segmented ad buys Instagram Social media ambassadors
    • 16. Mobile Is Where It’s At Source: supermonitoring.com
    • 17. Mobile “optimized” boutique sites – Same for mobile and tablet TeamRaiser difficult to “mobilize” Most frequent click-through: “View complete site” Donation forms optimized in Fall 2012 Pre-2013 Mobile
    • 18. Going Responsive
    • 19. Solidifying our approach
    • 20. Early Results STEP OUT 2012 2013 Traffic 5.2% 33% Bounce Rate Tablet Mobile 49% 65% 28% 29% Time on Site Tablet Mobile 1:49 1:08 3:58 2:44
    • 21. Questions? Shana Masterson National Associate Director, Interactive Fundraising & Engagement @npshana
    • 22. Ronald McDonald House Charities Corporate Team Fundraising Greg Borkowski Manager, Development
    • 23. • Grow Overall Fundraising • Keep costs low • Increased competition from competing organizations • Diversify Fundraising Efforts Trend Driver: Need to grow overall revenue Pressure from the Top: Demand from Organizational Leadership Social Fundraising is… • Relatively Low Cost to Set Up • Relatively Low Cost to Maintain • An Expansion of Fundraising Footprint
    • 24. Team RMHC 24 • 2010: 200 runners / $350,000 • 2011: 350 runners / $435,000 • 2012: 386 runners /
    • 25. “But We Do Just Fine with Traditional Fundraising” • Traditional fundraising events still have a place. • However, to expand even our traditional fundraising, we rely on supporters and their friends. • The tide toward social fundraising means “asks” for support by friends are becoming commonplace. • As your friends and theirs are recruited to support other charities, if you don’t participate, you may lose ground you cannot gain back. RMHC
    • 26. “Offline” Social Fundraising
    • 27. Corporate Team Fundraising • What does Corporate Team Fundraising (CTF) mean for RMHC? • Why is CTF such an appealing option for national and international partners? • How does CTF benefit my Chapter?
    • 28. Philadelphia Insurance (Team PHLY) Campaign Success • $411,000 total contribution to RMHC • 62 RMHC Chapters engaged, benefited • 750 employees created fundraising pages. • Over 1,700 donors • Top participant raised more than $24,000
    • 29. The Goddard School Results • 210 Goddard schools participated • $25,000 direct gift from Goddard • $200,000 total value of campaign to RMHC
    • 30. Kleinfelder 31  60 Office Locations  Year-round program of engagement with local RMHC Chapters and Houses  Fundraising, PR, and volunteer activity support to franchisees.  60 Office Locations  Year-round program of engagement with local RMHC Chapters and Houses  Fundraising, PR, and volunteer activity support to franchisees.
    • 31. The Dwyer Group 32  1600 Franchises  Opportunities for “Season of Sharing” direct fundraising  Year-round program of engagement with local RMHC Chapters and Houses  Fundraising, PR, and volunteer activity support to franchisees.  1600 Franchises  Opportunities for “Season of Sharing” direct fundraising  Year-round program of engagement with local RMHC Chapters and Houses  Fundraising, PR, and volunteer activity support to franchisees.
    • 32. How to Guarantee Success • Find your Champion • Set clear and realistic goals • Focus on implementation and messaging – a campaign by itself is not a call to action
    • 33. Activation Kit • Letter from RMHC • FAQs • Fundraising Ideas • Video tutorials • Coaching emails Fundraiser Support
    • 34. Competition is Good
    • 35. Team Fundraising • Teams raise more money than those fundraising alone • Team captains play the most important role in peer-to- peer event fundraising • Traditionally team leaders raise an average of one third of the overall participant revenue
    • 36. Team Captains • Create/personalize team and individual page through online registration • Communicate with chapter regarding fundraising efforts • Motivates office/co-workers to join and fundraise • Potentially provides fundraising tips and ideas
    • 37. Team Members • Register to join team and personalizes fundraising page • Use email, social media to solicit gifts online • Host offline “events” to raise funds for goal (Cookouts, jeans day, etc) • Potentially encourage co-workers to fundraise
    • 38. Greg.Borkowski@us.mcd.com

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