Martin Campbell, director of innovation and strategy, Blackbaud Europe Digital impact conference www.charitycomms.org.uk/events

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Peer to Peer fundraising
and Social Media
Theory to Practice
Martin Campbell: Director of Innovation and Strategy: Blackbaud

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More Events. More Fundraisers.

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5. Who’s who?

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TIP
INSIGHT: Most fundraisers are new and lacking confidence.
• 80% of participants were first timers at the City2Surf
• 19% are primarily fundraising motivated.
• 40% of people who have fundraising as a primary focus raised over $1,000
• 36% had ‘low commitment’ to fundraising
• 30% were not confident of reaching their target
Segment communications into new and established. Inspire and give
confidence

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Acknowledge the effort as well as the funds raised. Many people may not
reach their target but they should feel fantastic about choosing you.TIP
INSIGHT: A lack of clarity around what I can achieve leads to
disappointment.
• 43% report being disappointed with their own fundraising effort.
• Only 12% of fundraisers report being given a target to achieve.

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INSIGHT: The 80:20 or 62:16 rule.
• 16% of fundraisers delivered 62% of the income

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INSIGHT: A higher target is associated with higher income and
potential to exceed.
Focus efforts on the 16%. Identify them by ambitious but realistic target settingTIP

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INSIGHT: Specific, tangible and personal – strongest influencers
of value.

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Provide your fundraisers the information they need to make personal and relevan
Request
TIP
INSIGHT: Be specific, tangible and personal – strongest
influencers of value.

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Check that your fundraisers are following up their initial asksTIP
INSIGHT: Fundraisers who follow up initial requests raise more.

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Consider P2P fundraising as a type of regular giving. Establish one or two key eve
for them to join in each year. Frame beat your previous amount as a guide.
TIP
INSIGHT: P2P fundraisers are willing to do more of the same.

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Insight: Asking again.
9 months seems to be the optimum time for asking friends again.
Respect the time interval
TIP

16. • 42% of donors say they would respond to specific ask
• 52% said they would of given more if asked
Suggest fundraisers ask for a specific amount that is more than $50
and will make a difference
TIP
INSIGHT: Fundraisers are still not providing insight or guidance
on what to donate.

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Develop a peer donor contact strategy. They could be your warmest leads.TIP
INSIGHT: Peer Donors may be your donors already.

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Insight: Over 70% of fundraisers ran with a friend,
family member or as part of a team.
Use friends to recruit more fundraisers - Consider ‘member get a member’
programmesTIP

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• The psychology of teams is very
powerful
• Teams report help with training and
‘companionship’ as the most
important benefits.
• Fundraising help and advice is a
secondary benefit.
Help team captains inspire fundraisingTIP
INSIGHT: Get teams to focus on fundraising.

20. 2020

21. Major Community Events Performance
Measure The Age Run
Melbourne
Participants 26,500 85,000 40,000 44,700 39,0003
3 Year growth 270% 96% 217% 89% 184%
Funds raised 2012 $1,957,000 $4,175,000 $775,000 $725,000 $552,700
No fundraising
pages
4,851 12,523 2,678 954 821
Conversion 18% 14% 5% 2% 2%
No active pages 2,490 5,093 1,146 726 645
% Active Pages 51% 41% 43% 76% 78%