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The science of fundraisingv2

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The science of fundraisingv2

  1. 1. It’s a Science, no it’s an Art; Actually it’s both Part 1: The Science of Peer-to-Peer Fundraising PRESENTED BY AMY BRAITERMAN AND JENNIFER ASHBAUGH 1
  2. 2. WELCOME TO OUR LAB Amy Braiterman Principal Strategy Consultant Blackbaud Jennifer Ashbaugh Big Brother Big Sisters of America 2
  3. 3. WHY IS SCIENCE COOL? Problem Investigate 3 Solutions!
  4. 4. SCIENTIFIC PROCESS 4
  5. 5. PURPOSE: STATING THE PROBLEM PROBLEM: Year over year retention is low 5
  6. 6. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Notes: Revenue didn’t go down as much as the people. The people we’re bring back are more successful 6
  7. 7. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? 7
  8. 8. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? 8
  9. 9. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Participant Migration 9
  10. 10. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Percent of Participants and Revenue by Loyalty Percent of Participants and Revenue by Loyalty Loyalty CY % of CY Participants by Loyalty New MultiYear % of CY Revenue by Loyalty 64% 36% 47% 53% 10
  11. 11. RESEARCH: WHAT DO WE KNOW ABOUT RETENTION? Revenue per Participant Notes: multi-year more successful. How are we communicating to past participants? Gifts per Participant 11
  12. 12. WOW! THAT WAS A LOT; LET’S REVIEW Retention: Under Official Review • Participant types provided clearer picture of retention - Team leader, team member and individuals • Revenue did not go down as much as the participants - We’re not bring back as many people, but the participants we are bring back are more successful • Multi-year participants are more successful than new participants • While multi-year participants are more successful they have challenges maintaining their high fundraising level 12
  13. 13. HYPOTHESIS: PREDICTING THE OUTCOME HYPOTHESIS: To solve year over year retention focus on team leaders. 13
  14. 14. If I look at the mass, I will never act. If I look at the one, I will” Mother Teresa #BBInteractive 14
  15. 15. WHY DID WE MAKE THIS HYPOTHESIS? Team Leaders – Bring Team Members 9% of Participants 20% of Revenue 57% of Participants 43% of Revenue We believe team leader’s Team Members – impact. make biggestBring Donors Donors 15
  16. 16. Here’s where we have some fun! It’s time to Experiment! 16
  17. 17. WHAT DID I LEARN FROM MY RESEARCH? ATTEND FOLLOW UP SESSION: Part II: The Art of Peer-to-Peer Fundraising; Cultivating P2P Participants 17
  18. 18. IMPROVE TEAM LEADER RETENTION • It starts with year round communication - Just because the event is over doesn’t mean you stop communicating • Make it personal – combinations of online and offline engagement • Ask team leaders to be on your event committee • Involve team leaders in mission activities - Send them information on educational & program activities • Your entire relationship doesn’t have to be about fundraising 18
  19. 19. PURPOSE: STATING THE PROBLEM PROBLEM: Decline in use of online tools and online activity 19
  20. 20. RESEARCH: WHAT DO WE KNOW ABOUT USE OF ONLINE TOOLS? 33% 32% 31% 30% 29% 28% 27% Online Participants with 1+ Online Gift 20
  21. 21. RESEARCH: WHAT DO WE KNOW ABOUT USE OF ONLINE TOOLS? $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 Online Donation Per Online Registrant 21
  22. 22. RESEARCH: WHAT DO WE KNOW ABOUT USE OF ONLINE TOOLS? 18% 17% 17% 16% 16% 15% 15% 14% 14% 13% Percentage of Participants Sending Emails 22
  23. 23. HYPOTHESIS: PREDICTING THE OUTCOME HYPOTHESIS: To improve use of online tools we need to focus on segments. 23
  24. 24. RESEARCH: WHAT SEGMENTS SHOULD WE FOCUS ON? Zero Online Gifts 1-4 Online Gifts Fundraisers vs. 5+ Online Gifts Leaders 7% - Participants 0% - Revenue Leaders 6% - Participants 10%- Revenue Avg raise:$129.63 Leaders 3% - Participants 27% - Revenue Avg raise:$724.53 Non-Leaders 53% - Participants 0% - Revenue Non- Leaders 27% - Participants 34% - Revenue Avg raise:$ 85.00 Non- Leaders 3% - Participants 28% - Revenue Avg raise:$506.86 Non-Fundraising Participants 24
  25. 25. Here’s where we have some fun! It’s time do aExperiment! to little more research Wait… Let’s first. What are the segments? 25
  26. 26. EXPERIMENT: ONLINE DONATION AMOUNT PER ONLINE PARTICIPANT $90.00 $80.00 $70.00 $60.00 $50.00 $40.00 $30.00 $20.00 $10.00 $0.00 All Participants $70.00 1-4 Online Gifts 5+ Online Gifts Team Leader $129.63 724.53 Non-Leaders $85.00 506.86 26
  27. 27. EXPERIMENT: NUMBER OF ONLINE GIFTS PER ONLINE PARTICIPANT 1.55 1.50 1.45 1.40 1.35 1.30 1.25 All Participants 1.35 1-4 Online Gifts 5+ Online Gifts Team Leader 2.02 11.62 Non-Leaders 1.56 8.97 27
  28. 28. EXPERIMENT: PERCENTAGE OF PARTICIPANTS SENDING EMAILS 18% 17% 17% 16% 16% 15% 15% 14% 14% 13% Sending Emails (All Participants 14%) 0 Online Gifts 1-4 Online Gifts 5+ Online Gifts Team Leader 14% 45% 70% Non-Leaders 2.2% 18% 65% 28
  29. 29. EMAILS SENT PER PARTICIPANT 30 25.51 25 25.94 21.9 21.38 20 15 10 5 0 Number of Emails Sent : 25.94 0 Online Gifts 1-4 Online Gifts 5+ Online Gifts Team Leader 12.2 19.3 51.2 Non-Leaders 6.8 10.1 27.9 29
  30. 30. EXPERIMENT: PERCENTAGE OF PARTICIPANTS CHANGING PERSONAL PAGE No online activity: $29.34 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Personalizing Page: Average Raised = $294.27 0 Online Gifts 1-4 Online Gifts 5+ Online Gifts Team Leader 10.9% 21.4% 44.4% Non-Leaders 1.6% 9.3% 25.5% 30
  31. 31. ANALYSIS: WHAT DID WE LEARN FROM OUR EXPERIMENT? • Segments are awesome because it provides more details on participant online activity • Identify people who doing something and helping them do it better - Move 1-4 fundraisers to Superstar status 5+ online gifts • Create communications plans based on activity - Follow up with people who are taking action, but not raising money - Send people friendly reminders 31 Identify P2P fundraisers who are doing something and help them do it better. #BBInteractive
  32. 32. ANALYSIS: WHAT DID WE LEARN FROM OUR EXPERIMENT? • Push participants to take actions – remind them of their options - Tell them why! We’re not asking to raise money – we’re telling them why they want to raise money - Change the message from raise $100 – to… do this! - Focus on the WHY; then participants how to do something • Give them permission to do extra things… they need someone to push them to follow up 32 Give P2P fundraisers permission or a reminder to do more online activities #BBInteractive
  33. 33. PURPOSE: STATING THE PROBLEM PROBLEM: Where do I start? 33
  34. 34. PURPOSE: STATING THE PROBLEM HYPOTHESIS: Asking participants questions can provide insights to help get started 34
  35. 35. RESEARCH & EXPERIMENT What did Big Brothers Big Sisters do? • To learn more about donors and participants, we worked with 9 agencies on a survey. • In May, we went out a survey to over 6,000 donors, participants, and team captains and got just over 1,000 responses. What was Big Brothers Big Sisters looking for? • How or if any did our Bowl for Kids Sake redesign affect our participants? • Why are you participating? • How are you participating? • Did you know how Big Brothers Big Sisters is making a difference? - This was important to help us improve our communication strategy. 35
  36. 36. RESEARCH & EXPERIMENT 36
  37. 37. WHEN YOU SIGN UP; WAS IT CLEAR THAT THE PURPOSE OF THE EVENT WAS TO RAISE MONEY TO SUPPORT BIG BROTHERS BIG SISTERS? 100% 2 1 1 99% 98% 10 97% 25 15 96% 95% 94% 481 93% 587 227 92% 454 227 91% Answered 90% Overall Completely clear Bowlers Team Captains Somewhat clear 37 Unclear Skipped
  38. 38. WHAT WAS THE PRIMARY REASON YOU RAISED MONEY? 100% 90% 20 8 12 27 36 80% 70% 112 9 4 12 11 4 0 7 20 22 36 14 53 59 558 60% Yes 50% No 40% 30% 342 182 160 20% 508 557 10% 0% Overall Bowlers It's a good cause Benefit the local community BBBS made it clear I was supposed to fundraise My work asked me to My friend / family asked me to To earn an incentive or prize 38 Team Captains Answered Skipped
  39. 39. DID YOU SEND EMAILS THROUGH THE BOWL FOR KIDS' SAKE WEBSITE? 100% 10 19 218 151 90% 80% 70% 60% 50% 40% 30% 231 263 491 577 20% 10% Answered 0% 2012 Survey Yes No 2011 Survey Unsure / I do not remember 39 Skipped
  40. 40. DID YOU USE THE BOWL FOR KIDS' SAKE WEBSITE TO POST MESSAGES TO FACEBOOK OR TWITTER? 100% 9 21 90% 80% 70% 329 60% 293 50% 40% 30% 487 20% 581 149 87 10% 0% 2012 Survey Yes No 2011 Survey Unsure / I do not remember 40 Answered Skipped
  41. 41. WHY DID YOU CHOOSE TO USE THE BFKS WEBSITE TO POST TO FACEBOOK AND / OR TWITTER? Please rank all that apply with 1 being the primary reason. 9 2% I was asked to 9 6 14 70 149 31% 329 67% I wanted to raise as much awareness as possible for Big Brothers Big Sisters 80 27 7 5 Yes I wanted to share my story 11 27 49 No 22 147 921 It was easy 39 51 21 4 Answered 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100% 1 Unsure 2 3 4 41 Skipped
  42. 42. HOW OFTEN DID YOU LOGIN TO YOUR PERSONAL PAGE? 100% 24 49 90% 80% 70% 267 207 60% 50% 40% 30% 485 151 113 20% 583 10% 43 32 2012 Survey 2011 Survey Answered 0% Once 2 - 3 times More than 4 times Unsure / I do not remember 42 Skipped
  43. 43. HOW DID YOU DETERMINE WHAT AMOUNT TO DONATE TO BOWL FOR KIDS' SAKE? 100% 36 6 30 90% 80% 70% 128 347 60% 219 50% 40% 30% 12 20% 6 20 77 6 57 10% 64 83 513 19 0% Overall Participant Donor 555 Non participant Donor My relationship with the person who asked me to donate My relationship with BBBS Answered I was asked to give that amount I gave what I could afford to give Other 43 Skipped
  44. 44. WOULD YOU CONSIDER USING A MOBILE APP TO HELP SUPPORT YOUR FUNDRAISING EFFORTS? 100% 90% 125 62 63 80% 70% 60% 73 164 91 50% 40% 477 30% 20% 591 105 188 83 Answered 10% 0% Overall Bowlers Yes No Team Captains Maybe 44 Skipped
  45. 45. IF YOU PARTICIPATE IN BOWL FOR KIDS' SAKE IN THE FUTURE, WHAT METHODS WOULD YOU USE TO RAISE MONEY FOR BIG BROTHERS BIG SISTERS? 100% 90% 264 122 142 371 175 196 113 48 65 182 80 102 349 161 188 Overall Bowlers Team Captains 80% 70% 60% 50% 40% 477 591 30% 20% 10% 0% Face to face Phone Text E-Mail 45 Social Media Answered Skipped
  46. 46. 400 PLEASE CHECK ALL THAT APPLY IF YOU ARE A CURRENT / FORMER/ FRIEND OR FAMILY MEMBER OF THE FOLLOWING: 350 300 150 250 200 64 150 50 100 45 153 60 50 11 17 435 74 15 11 0 Big Current 48 Little Board Member Former 633 Staff Friend of Family member 46 Answered Skipped
  47. 47. WOW! THAT’S A LOT OF DATA… WHAT ARE YOU GOING TO DO? Clearly, our participants are multi-channel • Give them a variety of opportunities to get the word out: - E-mail - Social - Letters -Phone calls - Texts It’s even clearer, they do this because they want to, not because someone makes them • Reframe how we ask them - Tone down the “Send e-mail, send e-mails, send e-mails” - Replace with, “Want to raise as much awareness as possible? - Repeat their words back to them, “It was easy” “It was simple” “My co-workers loved the video I made”. 47
  48. 48. HOW CAN I BE A SCIENTIST? Look for themes in your research • Seeing a similar result in multiple places helps you identify problem areas and outliers Re-examine your ideas & test our theories • Data can point out your blind spots Be a good scientist: Test your hypothesis • What do you want to change? • How are you going to change it? • How will you know if it changes? 48
  49. 49. HOW CAN I BE AN ARTIST? Be creative • Don’t be afraid to go outside the lines. The great ones do! Take a calculated risk • Don’t let data (or the lack thereof) keep you from being bold! Put your mission front and center • Often the science reminds us that our messages aren’t being heard. • Invest time and energy discerning which messages are most powerful for each of your audiences. 49
  50. 50. TWEETERS USE HASHTAGS: #bbcon #bbinteractive 50

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