10/7/2013 #bbcon 1
Turning Peer-to-Peer
Fundraising Benchmark Data
Into Action
Jeff O’Toole, Sr. Client Success Manager
Ta...
10/7/2013 #bbcon 2
In this session we will:
• Overview the most comprehensive report for finding Peer-to-
Peer Fundraising...
10/7/2013 #bbcon 3
• The 2012 Peer-to-Peer Event Fundraising Benchmark Study provides:
- High level view of today’s compet...
10/7/2013 #bbcon 4
• 1275 organizations sampled (28,000 event candidates)
• Provides median value for each key performance...
10/7/2013 #bbcon 5
• Cycling - Multi- and single-day events devoted solely to cycling. A registration
fee is generally cha...
10/7/2013 #bbcon 6
• The event fundraising industry across all event types experienced
growth in fundraising and participa...
10/7/2013 #bbcon 7
KEY FINDINGS
• When comparing your event against these metrics, focus on the percent of
change rather t...
10/7/2013 #bbcon 8
1.Participant Retention
2.Team Participation
3.Percentage of Zero-Dollar Fundraisers
4.Engagement: Part...
10/7/2013 #bbcon 9
Participant Retention
TOP 5 METRICS THAT MATTER
10/7/2013 #bbcon 10
METRIC: PARTICIPANT RETENTION
10/7/2013 #bbcon 11
• Participants who
return online
from year to year
outperform
participants who
are new to the
online
f...
10/7/2013 #bbcon 12
• Create a Communication Calendar to organize your
communication strategy
• Be sure your plan targets ...
10/7/2013 #bbcon 13
ACTION: PARTICIPANT RETENTION
10/7/2013 #bbcon 14
Other ways to increase participant retention:
• Use reporting to understand who your most valuable
par...
10/7/2013 #bbcon 15
Team Participation
TOP 5 METRICS THAT MATTER
10/7/2013 #bbcon 16
METRIC: TEAM PARTICIPATION
*Alzheimer's Association, Easter Seals, March of Dimes, American Diabetes
A...
10/7/2013 #bbcon 17
METRIC: TEAM PARTICIPATION
• Team captains
consistently
outperform
participants who
are registering
as...
10/7/2013 #bbcon 18
METRIC: TEAM PARTICIPATION
10/7/2013 #bbcon 19
METRIC: TEAM PARTICIPATION
10/7/2013 #bbcon 20
• Put primary focus on recruiting and enabling team
captains
• Encourage all registrants to form teams...
10/7/2013 #bbcon 21
ACTION: TEAM PARTICIPATION
10/7/2013 #bbcon 22
Other ways to increase team participation:
• Incentivize team formation:
- Early/discounted registrati...
10/7/2013 #bbcon 23
Zero-Dollar
Fundraisers
TOP 5 METRICS THAT MATTER
10/7/2013 #bbcon 24
<35% of Total
Participants
METRIC: ZERO DOLLAR FUNDRAISERS
Benchmark Metric Data
Run/Walk w/ Registrat...
10/7/2013 #bbcon 25
• In all marketing, messaging etc be sure participants understand that fundraising
is the key purpose ...
10/7/2013 #bbcon 26
ACTION: ZERO DOLLAR FUNDRAISERS
DAY 1 SPONSOR YOURSELF $30
DAY 2 ASK THREE RELATIVES FOR
$20
$60
DAY 3...
10/7/2013 #bbcon 27
Participant
Participation
TOP 5 METRICS THAT MATTER
10/7/2013 #bbcon 28
METRIC: PARTICIPANT PARTICIPATION
10/7/2013 #bbcon 29
METRIC: PARTICIPANT PARTICIPATION
10/7/2013 #bbcon 30
• When setting goals and measuring
the progress of event fundraisers,
you should monitor and measure t...
10/7/2013 #bbcon 31
• Half of all participants are asked by a friend or family member to
participate in the event – Encour...
10/7/2013 #bbcon 32
ACTION: PARTICIPANT PARTICIPATION
10/7/2013 #bbcon 33
Donor Contributions
TOP 5 METRICS THAT MATTER
10/7/2013 #bbcon 34
• The average amount of money a
donor gives online when an event
participant asks for his or her suppo...
10/7/2013 #bbcon 35
• Ensure that your donation form is short and easy to view on any
device — computer screen, tablet, an...
10/7/2013 #bbcon 36
CLIENT SUCCESS METRIC SCORECARD
Segment
Benchmark/ All
Participants
Benchmark / Fundraisers
only
YOUR ...
10/7/2013 #bbcon 37
Tammy Radencic
Client Success Program Manager
tammy.radencic@blackbaud.com
910-988-8162
@tammyradencic...
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Turning Peer to Peer Fundraising Benchmark Data into Action

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Turning Peer to Peer Fundraising Benchmark Data into Action

  1. 1. 10/7/2013 #bbcon 1 Turning Peer-to-Peer Fundraising Benchmark Data Into Action Jeff O’Toole, Sr. Client Success Manager Tammy Radencic, Client Success Program Manager
  2. 2. 10/7/2013 #bbcon 2 In this session we will: • Overview the most comprehensive report for finding Peer-to- Peer Fundraising benchmarks to measure against • Discuss use of primary event categories for “apples to apples” benchmark comparison • Review key findings from this report from across the Peer-to- Peer Fundraising landscape • Outline the top 5 Metrics that Matter and provide an action plan for each • Q&A AGENDA
  3. 3. 10/7/2013 #bbcon 3 • The 2012 Peer-to-Peer Event Fundraising Benchmark Study provides: - High level view of today’s competitive event fundraising world and gives event organizers valuable reference data - Allows you to determine the effectiveness of the events you manage by comparing them to similar fundraising events in the industry - Data collected January 1, 2010 to December 31, 2011 BENCHMARK DATA OVERVIEW
  4. 4. 10/7/2013 #bbcon 4 • 1275 organizations sampled (28,000 event candidates) • Provides median value for each key performance indicator (the halfway point in the data set) • Mean – Average. Add all of the numbers in the set and divide by how many numbers are in the list. • Median – Arrange in order from lowest to highest. The number in the middle or the average of the two middle numbers is the median. • Mode - The number in a list that occurs most often. BENCHMARK DATA OVERVIEW Mean • 1,12,30,30,45,50=28 Median • 1,12,30,30,45,50=30 Mode • 1,12,30,30,45,50=30
  5. 5. 10/7/2013 #bbcon 5 • Cycling - Multi- and single-day events devoted solely to cycling. A registration fee is generally charged and there is often a minimum fundraising requirement. • Endurance Runs/Walks - Multi- or single-day events that are longer than 10 miles. They generally charge a relatively high registration fee and often have a required fundraising minimum. • Runs/Walks With a Registration Fee - Often provide some upfront incentives to participants, such as an event t-shirt. Most short distance competitive races fall into this category • Runs/Walks Without a Registration Fee - Participants are typically encouraged, but not required, to fundraise. These events aim to include as many people as possible in an effort to spread awareness of their mission and gain new supporters EVENT CATEGORIES Event categories make it easier for you to classify your own events when making comparisons to the benchmarks in the study. (Events that do not fall into these categories — bowling or golf events, galas and luncheons, for example — are not included in this report)
  6. 6. 10/7/2013 #bbcon 6 • The event fundraising industry across all event types experienced growth in fundraising and participation despite continued uncertainty in global economy and increased competition from new event programs. • Donors contributed more per transaction than they did in 2010. • For short-distance running and walking events, the absence of a registration fee has a positive impact on participant fundraising performance and year-over-year retention rates. • The number of emails sent from the participant center continues to decrease as social networks increase in popularity and as events adopt mobile applications to support fundraising efforts. • Returning participants and team captains continue to be the most valuable participants for traditional and third-party events. • Returning participants' fundraising can be double to triple the amount of a first year participant. KEY FINDINGS – TRADITIONAL EVENTS
  7. 7. 10/7/2013 #bbcon 7 KEY FINDINGS • When comparing your event against these metrics, focus on the percent of change rather than actual registration/fundraising number. • If your event is outpacing the percent growth, then your event is healthy — even if the actual participant count or fundraising total is below the median.
  8. 8. 10/7/2013 #bbcon 8 1.Participant Retention 2.Team Participation 3.Percentage of Zero-Dollar Fundraisers 4.Engagement: Participant Participation 5.Donor Contributions TOP 5 METRICS THAT MATTER
  9. 9. 10/7/2013 #bbcon 9 Participant Retention TOP 5 METRICS THAT MATTER
  10. 10. 10/7/2013 #bbcon 10 METRIC: PARTICIPANT RETENTION
  11. 11. 10/7/2013 #bbcon 11 • Participants who return online from year to year outperform participants who are new to the online fundraising tools. • Past participants are more effective because they already know how to use online tools. METRIC: PARTICIPANT RETENTION
  12. 12. 10/7/2013 #bbcon 12 • Create a Communication Calendar to organize your communication strategy • Be sure your plan targets most valuable groups for retention: - Top fundraisers from last year - Past team captains - Multi-year participants • Send at least 2 emails targeted to each core retention group ACTION: PARTICIPANT RETENTION
  13. 13. 10/7/2013 #bbcon 13 ACTION: PARTICIPANT RETENTION
  14. 14. 10/7/2013 #bbcon 14 Other ways to increase participant retention: • Use reporting to understand who your most valuable participants are. Look at activity as well as revenue. • Communicate with your participants throughout the year - not just during the event season. Help them understand the impact of their support. • Invite participants to other activities in your organization. The more engaged they are with you, the more likely they are to participate and fundraise next year. • Build personal relationships with your most valuable participants! ACTION: PARTICIPANT RETENTION
  15. 15. 10/7/2013 #bbcon 15 Team Participation TOP 5 METRICS THAT MATTER
  16. 16. 10/7/2013 #bbcon 16 METRIC: TEAM PARTICIPATION *Alzheimer's Association, Easter Seals, March of Dimes, American Diabetes Association, Arthritis Foundation, National Multiple Sclerosis Society
  17. 17. 10/7/2013 #bbcon 17 METRIC: TEAM PARTICIPATION • Team captains consistently outperform participants who are registering as individuals or participating on an existing team • Team involvement also has a direct relationship to retention, which also helps increase fundraising
  18. 18. 10/7/2013 #bbcon 18 METRIC: TEAM PARTICIPATION
  19. 19. 10/7/2013 #bbcon 19 METRIC: TEAM PARTICIPATION
  20. 20. 10/7/2013 #bbcon 20 • Put primary focus on recruiting and enabling team captains • Encourage all registrants to form teams as part of your engagement email series • Be sure team captains are targeted with tips and tricks for how to grow their teams ACTION: TEAM PARTICIPATION
  21. 21. 10/7/2013 #bbcon 21 ACTION: TEAM PARTICIPATION
  22. 22. 10/7/2013 #bbcon 22 Other ways to increase team participation: • Incentivize team formation: - Early/discounted registration - Prizes for largest team, most raised, best costumes et • Make it easy – set up FAQs, guides, email templates* • Don’t be afraid to foster competition • Recognize top teams regularly • Encourage corporate teams (event sponsors can be good prospect pool) • Remind participants that banding together for a cause with friends and family members is a great way to reconnect. ACTION: TEAM PARTICIPATION
  23. 23. 10/7/2013 #bbcon 23 Zero-Dollar Fundraisers TOP 5 METRICS THAT MATTER
  24. 24. 10/7/2013 #bbcon 24 <35% of Total Participants METRIC: ZERO DOLLAR FUNDRAISERS Benchmark Metric Data Run/Walk w/ Registration $ 1000 Average Raised per Part. $50 Zero Dollar Fundraisers 40% Total Raised $30,000 Total Raised @ 35% $32,500
  25. 25. 10/7/2013 #bbcon 25 • In all marketing, messaging etc be sure participants understand that fundraising is the key purpose of the event! • Be sure participants can easily make a self-donation as part of the registration process. • Ask for a donation in the "Thank You For Registering" email. • Coach participants to kick-start their fundraising by making a donation toward their own goal. • Target those participants who have not fundraised within a week or two of registering. Send them coaching emails that encourage them to log in and start fundraising. • Consider dropping a registration fee. If the revenue brought in from your registration fee is less than the combined increase in both the percent of fundraisers and the amount brought in per fundraiser, you might end up raising more money. • Provide incentives or contests based on number of emails sent from the participant center. • Provide email message templates that participants can easily customize and send. ACTION: ZERO DOLLAR FUNDRAISERS
  26. 26. 10/7/2013 #bbcon 26 ACTION: ZERO DOLLAR FUNDRAISERS DAY 1 SPONSOR YOURSELF $30 DAY 2 ASK THREE RELATIVES FOR $20 $60 DAY 3 ASK SIX FRIENDS FOR $10 $60 DAY 4 ASK FIVE COWORKERS FOR $10 $50 DAY 5 ASK FIVE NEIGHBORS FOR $5 $25 DAY 6 ASK YOUR SPOUSE OR PARTNER $25 DAY 7 CELEBRATE YOUR SUCCESS! $250 HOW TO RAISE $25O IN A WEEK All you have to do is ASK!
  27. 27. 10/7/2013 #bbcon 27 Participant Participation TOP 5 METRICS THAT MATTER
  28. 28. 10/7/2013 #bbcon 28 METRIC: PARTICIPANT PARTICIPATION
  29. 29. 10/7/2013 #bbcon 29 METRIC: PARTICIPANT PARTICIPATION
  30. 30. 10/7/2013 #bbcon 30 • When setting goals and measuring the progress of event fundraisers, you should monitor and measure the following areas of performance: - number of emails sent by participants - number of gifts raised per participant - amount raised per participant METRIC: PARTICIPANT PARTICIPATION
  31. 31. 10/7/2013 #bbcon 31 • Half of all participants are asked by a friend or family member to participate in the event – Encourage team formation & make recruiting easy w/ email templates & social media sharing • Half of all participants have personal connection to the cause – don’t forget your donor and volunteer groups as prospect pools for event fundraising • Encourage participants to set a fundraising goal so their progress can be reflected in the fundraising thermometer that appears on their personal fundraising page. • Teach participants how to personalize their fundraising page, share stories, use the online tools to fundraise • Have a documented communication strategy for engagement! ACTION: PARTICIPANT PARTICIPATION
  32. 32. 10/7/2013 #bbcon 32 ACTION: PARTICIPANT PARTICIPATION
  33. 33. 10/7/2013 #bbcon 33 Donor Contributions TOP 5 METRICS THAT MATTER
  34. 34. 10/7/2013 #bbcon 34 • The average amount of money a donor gives online when an event participant asks for his or her support. • This metric can greatly impact the overall revenue of the event. • For cycling events and long-distance events with a high fundraising minimum, fundraisers tend to ask for higher gift amounts, resulting in a higher average online gift. • Across all event types, the data shows an uptick in the amount that donors were willing to give in 2011 compared to 2010. METRIC: DONOR CONTRIBUTIONS
  35. 35. 10/7/2013 #bbcon 35 • Ensure that your donation form is short and easy to view on any device — computer screen, tablet, and smart phone. • Provide a mission-related “value proposition” next to the level you’d like donors to choose, such as “$120 will help immunize 172 children against polio for their entire lifetimes.” • If you are running multiple events in tandem, test out different suggested donation levels on donation forms for different events. • Suggesting $25 as the lowest donation level may discourage someone who wants to give $20, or it may encourage someone to increase the amount he or she initially intended to give. ACTION: DONOR CONTRIBUTION
  36. 36. 10/7/2013 #bbcon 36 CLIENT SUCCESS METRIC SCORECARD Segment Benchmark/ All Participants Benchmark / Fundraisers only YOUR EVENT Average raised per fundraiser $51.36 $227.55 XXXX XXXX # gifts per participant 1.01 4.36 XXXX XXXX $0 participants as part of total participants <35% XXXX Average gift size $47.63 XXXX % of participants on a team 66% XXXX Participant Retention Rate 16.76% XXXX
  37. 37. 10/7/2013 #bbcon 37 Tammy Radencic Client Success Program Manager tammy.radencic@blackbaud.com 910-988-8162 @tammyradencic Jeff O’Toole Sr Client Success Manager Jeff.O'Toole@blackbaud.com 843-261-4757 QUESTIONS? COMMENTS?

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