It's Time to Optimize and Innovate our Peer-to-Peer Events

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Slides from the session of the same name at the Association of Fundraising Professionals' Fundraising Day New York conference, June 2012.

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It's Time to Optimize and Innovate our Peer-to-Peer Events

  1. 1. Optimize and Innovate Peer-to-Peer EventsTweet this! #FRDNY
  2. 2. Presenters Melissa Lee Kelley Stewart Account Director Vice President SankyNet Pursuant Ketchum mlee@sankynet.com kelley.stewart@pursuant.com @expetesso @pursuantTweet this! #FRDNY
  3. 3. What is Peer to Peer?Forget about “Best Practices”.Forget about your “Competition”.Before you get excited, ask yourself:What role does Peer to Peer play in MY portfolio?Tweet this! #FRDNY
  4. 4. Acquisition Acquisition Empower don’t enforce• Team Captains/Leaders• Participants• Donors (via your TC/TL and Participants)• DataTweet this! #FRDNY
  5. 5. Acquisition Acquisition Think outside your box Fall Acquisition Campaign generated 710 new members in less than 2 weeksTweet this! #FRDNY
  6. 6. Conversion Prospects Active Participants Prospects, in this sense, are: • Registered Leaders who aren’t recruiting • Registered Participants who aren’t fundraisingTweet this! #FRDNY
  7. 7. Conversion Prospects Active Participants Provide access to information & tools via low-touch vehiclesTweet this! #FRDNY
  8. 8. Conversion Prospects Active Participants Then follow-up via high-touch vehicles to gauge effectiveness • Indicate what you’ve observed. • Give the person time to respond with information. • Score their response, and support them as necessary.Tweet this! #FRDNY
  9. 9. Reactivation Lapsed Participants Active Participants 1. Assume everyone will lapse. 2. Begin reactivation efforts immediately – with the post-event Thank You. 3. Score as you go. • Event After Party • Post-Event Thank You • Survey about the Event • Social Media touches • Email Invitation series • Direct Mail Invitation (singular or series) • Telephone InvitationTweet this! #FRDNY
  10. 10. Reactivation Lapsed Participants Active Supporters If scoring indicates that a contact will not reactivate as a participant, focus your efforts on winning them to the organization in new ways. • Survey about the Organization • Connect them to staff or volunteers DO NOT sit on lapsed participants whom you know to be organizational prospects.Tweet this! #FRDNY
  11. 11. Upgrade Peer to Peer Donor Organization Donor Peer-to-Peer donors usually have an affinity to your cause, but they give to their friends, not to your organization. So don’t treat them like your donors. Take some time to cultivate them independently, first.Tweet this! #FRDNY
  12. 12. Upgrade Peer to Peer Donor Organization Donor• Thank them for what they’ve done.• Acknowledge the connection totheir friend.• Build a connection to the peoplewho benefit from your organization.Tweet this! #FRDNY
  13. 13. Upgrade Peer to Peer Donor Organization Donor• Tell stories about your work.• Track the interest and engagementof individuals over time. Which story attracted attention from your peer-to-peer donor? Use the information to target your appeal.• Use what you learn to inform verytargeted appeals 6 months later.Tweet this! #FRDNY
  14. 14. Video Video is a powerful tool use it carefully • Games • Variable Data/ Personalization • Stewardship • Appeals • RecruitmentTweet this! #FRDNY
  15. 15. Innovation Innovation Requires an innovative cultureTweet this! #FRDNY
  16. 16. Integrated Strategies Multi-Channel Cross Channel Strategic Focus Integration: Coordinating or blending a group of parts into a unified system Multichannel Marketing: Use of multiple communication Cross-Channel Marketing: Use of one communication channel to support or promote another Strategy vs. Tactics: An overarching plan vs. tools or methods to achieve the planTweet this! #FRDNY
  17. 17. Prioritization Website Personal URL (Direct Mail) Personalized DATA Letter Cultivation Email Phone Conversation DATA Personalized Welcome Update Stewardship Series Survey/EngagementTweet this! #FRDNY
  18. 18. Analytics & Optimization Analytics Activate Test Evaluate • Make data a priority • Set measurable goals • Prioritize based on impact • Track your participant life cycle.Tweet this! #FRDNY
  19. 19. Analytics & Optimization Optimization > Track > Plan > Test > Adjust • Know what you’re tracking AVERAGE GIFT • Assess areas of greatest REVENUE opportunity WEB CONVERSION • Prioritize based TRAFFIC RATE on impactTweet this! #FRDNY
  20. 20. Analytics & Optimization Destructive Crises Proactive UrgencyTweet this! #FRDNY
  21. 21. Pick Your Puzzle Piece• Acquisition• Conversion• Reactivation• Upgrade• Video• Innovation• Integrated Strategies• Prioritization• Analytics & OptimizationFree resources available upon requestTweet this! #FRDNY
  22. 22. Thank You! Melissa Lee Kelley Stewart Account Director Vice President SankyNet Pursuant Ketchum mlee@sankynet.com kelley.stewart@pursuant.com @expetesso @pursuantTweet this! #FRDNY

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