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Offer the Sizzle and the Steak, But Make It All About Them: Making ‘Virtual’ Meaningful In A Humanity-Focused Environment

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For nonprofits, one of many pressing concerns arising out of the coronavirus pandemic is how to handle peer-to-peer fundraising events. In-person events are, of course, a no go for the foreseeable future. So, many organizations are looking to virtualize their events.

But how can you create a P2P event experience in the virtual world that will fully engage your fundraisers? And how do you then convince constituents to not only participate, but to fundraise as well? It’s a tricky ask and we really can’t afford to screw it up. Avoid being tone deaf by fully embracing a “you-centric” method of communication that acknowledges where constituents are emotionally and provides an exciting path to meaningful action.

Join Meghan Dankovich from Charity Dynamics and Turnkey’s Otis Fulton and Ryan Grosenick, as they discuss these important questions to help pivot your now virtual P2P programs to maximize fundraising during these uncertain time.

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Offer the Sizzle and the Steak, But Make It All About Them: Making ‘Virtual’ Meaningful In A Humanity-Focused Environment

  1. 1. ©2019 Charity Dynamics – Confidential & Proprietary Offer the Sizzle & the Steak, But Make it All About Them: Making Virtual Meaningful in a Humanity-Focused Environment
  2. 2. Is it tone-deaf to be fundraising right now? If not, what does that sound like? Should I offer a virtual version of my event? If so, how do I maximize participation and activation? How do I measure success? And what results can I expect?
  3. 3. 3 Today’s Speakers Ryan Grosenick Senior Data Analyst Turnkey Meghan Dankovich VP, Client Success Charity Dynamics Otis Fulton VP, Psychological Strategy Turnkey
  4. 4. Asking In These Unprecedented Times Otis Fulton, Turnkey
  5. 5. POLL #1
  6. 6. What nonprofits are saying TODAY Source: BBB Wise Giving Alliance • 80% of charities anticipate their 2020 revenue will be lower than expected • 89.4% are concerned about maintaining a financially stable organization in 2020 • 93.5% believe that donors will be less able to give
  7. 7. What donors are saying TODAY Source: BBB Wise Giving Alliance
  8. 8. A Fundamental Shift *Tom Ahern in IF ONLY YOU’D KNOWN “Donors are not giving TO you. They’re giving THROUGH you, to make something important happen.”*
  9. 9. The "Batman Model" - Jeff Brooks
  10. 10. NONPROFIT SUPPORTER The "Batman Model" - Jeff Brooks
  11. 11. NONPROFIT SUPPORTER "Please donate so we can..." "Help us help the children..." "Support this great work..." (from Future Fundraising Now blog)
  12. 12. How most nonprofits talk YOU-WHATEVER: “We did this. We did that. We were amazing. Oh, by the way, thanks.”
  13. 13. This raises much more money YOU-CENTRIC: “With your help, all these amazing things happened. Without your help, they won’t.”
  14. 14. Messaging at the height of the crisis YOU-centricity 1.0: “How’s your ‘YOU’ count today?”
  15. 15. Example Fundraising Message Subject: (XYZ) families are in crisis – they need your help! Dear Margaret, I’m reaching out to you because you’ve stood with (XYZ) through thick and thin. Please step forward and make a gift again today. You can make such a difference. You’ve fought a brutal disease. Now you’re fighting two brutal diseases. The coronavirus has hit your people hard. Those suffering from (XYZ) are now more isolated than ever. Your gift will protect the people you care about in this crisis. Because of you, … (specific outcome). Because of you,… (specific outcome) Because of you,… (specific outcome) Please make a gift to help (XYZ) sufferers and their families when they need it most. BUTTON: I’LL HELP (appears top and bottom) Sincerely, (individual, not the organization) P.S. – Thank you in advance for being the light in the darkness for (XYZ) families.
  16. 16. Example Fundraising Message Subject: (XYZ) families are in crisis – they need your help! Dear Margaret, I’m reaching out to you because you’ve stood with (XYZ) through thick and thin. Please step forward and make a gift again today. You can make such a difference. You’ve fought a brutal disease. Now you’re fighting two brutal diseases. The coronavirus has hit your people hard. Those suffering from (XYZ) are now more isolated than ever. Your gift will protect the people you care about in this crisis. Because of you, … (specific outcome). Because of you,… (specific outcome) Because of you,… (specific outcome) Please make a gift to help (XYZ) sufferers and their families when they need it most. BUTTON: I’LL HELP (appears top and bottom) Sincerely, (individual, not the organization) P.S. – Thank you in advance for being the light in the darkness for (XYZ) families.
  17. 17. Example Fundraising Message Subject: (XYZ) families are in crisis – they need your help! Dear Margaret, I’m reaching out to you because you’ve stood with (XYZ) through thick and thin. Please step forward and make a gift again today. You can make such a difference. You’ve fought a brutal disease. Now you’re fighting two brutal diseases. The coronavirus has hit your people hard. Those suffering from (XYZ) are now more isolated than ever. Your gift will protect the people you care about in this crisis. Because of you, … (specific outcome). Because of you,… (specific outcome) Because of you,… (specific outcome) Please make a gift to help (XYZ) sufferers and their families when they need it most. BUTTON: I’LL HELP (appears top and bottom) Sincerely, (individual, not the organization) P.S. – Thank you in advance for being the light in the darkness for (XYZ) families.
  18. 18. Now is the time to go YOU-CENTRIC.
  19. 19. Effects of the Coronavirus Crisis •Isolation •Stress •Powerlessness
  20. 20. Effects of the Coronavirus Crisis • Isolation – remind them that they are a part of a community • Stress – provide the opportunity to ”do good” • Powerlessness – tell them what their support accomplishes, create opportunities to take action
  21. 21. YOUR MESSAGES - empower your constituents • BOY = Because of You… • Before/After stories • Tell them why, “YOU are needed” • Make them a part of something
  22. 22. A (Clever) Survey Dear (firstname), We’d like to know about how you think the coronavirus will affect the XYZ Foundation. Please check the statements that you agree with below:  Despite the coronavirus, the work of the XYZ Foundation is important and needs to continue.  The XYX Foundation provides me with a sense of community.  Despite the coronavirus crisis, I’m still committed to the XYZ Foundation. Thank you for taking the time to give us your thoughts!
  23. 23. Follow-up message (within 24 hours) Dear (firstname), Wonderful you! Thank you for responding to the survey we sent to our community yesterday. What you told us was very valuable. As I promised in my earlier email, I want to give you an update on XYZ’s mission. Because of you… (End with request) BUTTON: I’LL HELP (at bottom)
  24. 24. Being YOU-CENTRIC With a Virtual Event Meghan Dankovich, Charity Dynamics
  25. 25. POLL #2
  26. 26. To go virtual or not to go virtual?
  27. 27. Three Tips: Fundraising Best Practices Have Not Changed Know Your Audience Have a Plan
  28. 28. What Does Going Virtual Look Like? Lean on Best Practices. Mobile Engage Innovate Content Connect
  29. 29. It’s About Your Audience And they want connection! • With their passions • With your impact • With their networks • With their tribe • With their favorite technologies The ones who will participate… • Participate each year • Have a strong connection to your cause • Are likely interested in a physical component of the event (run, walk, ride) • Want to engage, but need direction on how
  30. 30. What’s the Plan? What’s the Tools? What’s the Experience? Who’s in Charge? How Do We Promote? How Do We Follow Up? • Timeline • Resources • Budget • What is the event promise? • How to bring that to life? • What offline elements are transferrable? • What can you do (new) because of technology? • PESO! • Paid • Earned • Shared • Owned • Technology • Marketing/Communications • Special Features • Program Lead • Tech/Audio Lead • Speaker Lead • Participant Support • Share moment! • Impact • Survey • Thanks! So, Have A Virtual Event Action Plan
  31. 31. Ten Virtual Event Ideas 1. Virtual Gala 2. Silent Auction 3. Voting Contest 4. Bring Back the Telethon 5. Make the Ordinary Extraordinary 6. Giving Day 7. Fundraising Challenge 8. Live Stream Your Event 9. Virtualize Existing Events 10.Amp Up Your Event with GPS 32
  32. 32. 33 Virtual can mean real, long-term change for peer- to-peer fundraising.
  33. 33. Virtual Offers Benefits For The Long-Term 34 Lower Costs Rain or Shine Scheduling Flexibility Mission First More Inclusive Your Why Matters
  34. 34. Going Virtual Could Mean Going Bigger, If We Live & Learn • Going virtual successfully means putting a full- court press on going viral • Going virtual makes participation possible for those who have otherwise sat on the sidelines • Going virtual means letting the mission and the people who believe in it take center stage which may increase funds raised per person
  35. 35. The Analytics of Going Virtual Ryan Grosenick, Turnkey
  36. 36. What has happened when events go virtual? Not a lot of data yet, but a small sample shows: • 30% decline in participation • IF AND ONLY IF organization has done a good job building their relationships • “Slap a virtual label on it” type approaches will likely not be successful • Revenue change is currently up in the air & heavily dependent on event • Anywhere between 20-90% revenue retention - Vickie Lobello & Megan Rouse, Turnkey Strategists
  37. 37. Ballpark Revenue Calc Event details below are an example Event Size 2,000 Participants Retention Benchmark Retention Rate @ 23% Revenue $150,000 No Registration Fee Participation No change in overall participation -30% Change in Retention +4% Higher Retention (23% to 27%) Participants felt valued and supported this year +4% Net Revenue 26% Decrease, -$38,421 Decreased revenue, but returners help hold the line -26% *Note: this is an educated guess
  38. 38. 39 Turnkey Calculator To use the Turnkey calculator please visit: https://www.turnkeyp2p.com/revenue-calculator
  39. 39. How should we track the changing fundraiser landscape? 1. Record everything • Pay special attention to how operations, fundraiser behaviors, and your KPI’s change • We can only understand the New-World Order by how it compares to the Old-World Order 2. Pay special attention to Activation Rate, Retention Rate, and Average Fundraising • These metrics are closely linked to engagement, and will give us the best sense of where fundraising is going in the future 3. Perform engagement analytics as soon as virtual events wrap up • The earlier we understand the effect of adjusting to the New-World Order, the better we can redesign our events to accommodate fundraisers
  40. 40. Questions?
  41. 41. Next Webinar: Thursday, May 7, 12pm CST NEW!!! Boundless Motion For more information, email us at: info@charitydynamics.com
  42. 42. THANK ©2019 Charity Dynamics – Confidential & Proprietary YOU

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