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Peer to peer fundraising strategies for nonprofits

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Presented by Jori Taylor... learn about peer to peer fundraising strategies for successful events and personal/3rd party fundraising techniques.

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Peer to peer fundraising strategies for nonprofits

  1. 1. Got Participants? Make your peer-to-peer fundraising event better than ever! Presented By: Presented By: Jori Taylor Interactive Consultant, Go! Program Blackbaud Kenneth Kuhler Online Solutions Consultant Blackbaud 10/23/2013 Blackbaud Confidential 1
  2. 2. TODAY’S SPEAKER Jori Taylor Interactive Consultant, Go! Program Blackbaud Jori.Taylor@blackbaud.com 10/23/2013 Blackbaud Confidential 2
  3. 3. WHAT ARE WE TALKING ABOUT TODAY? • Why Peer-to-Peer? • Benchmark Data • Key Findings and Strategy Opportunities • Real World Examples • Be Prepared with Event Email Strategy 10/23/2013 Blackbaud Confidential 3
  4. 4. Constituent Expectations Have Changed. 10/23/2013 Blackbaud Confidential 4
  5. 5. Peer Solicitation Is Broadly Accepted % say appropriate solicitation channel (rank ordered by very important –blue) 52% Peer to Peer 41% Mail 28% Email Social Media Phone 22% 15% Text 8% Did you know? 10/23/2013 Blackbaud Confidential 5 TeamRaiser clients raised 70% of event funds raised by the top 30 events in 2011.
  6. 6. F U N D R A I S I N G E M P H A S I S : M AT U R E S Gen X Gen Y Boomers Matures 10/23/2013 Blackbaud Confidential 6 6
  7. 7. G E N E R AT I O N A L G I V I N G Matures 79% Give $1,200. Boomers $1,100. 67% Give Total annual giving $1,000. $900. $800. Gen X 30.8M donors $1066 yr/avg 6.3 charities $32.7 B/yr 52.2M donors $901 yr/avg 5.2 charities $47.1 B/yr $700. 58% Give $600. 35.9M donors $796 yr/avg 4.2 charities $35.9 B/yr $500. Gen Y $400. 56% Give $300. 28.5M donors $341 yr/avg 3.6 charities $9.7B/yr $200. $100. $0. 30% 40% 50% 60% % Giving 10/23/2013 Blackbaud Confidential 7 70% 80% 90%
  8. 8. Peer-to-Peer Fundraising Benchmark 10/23/2013 Blackbaud Confidential 8
  9. 9. WHAT IS THE P2P BENCHMARK REPORT? P2P Analysis Overview 1,275 organizations & 28,000 events Events from Jan 1, 2010 to Dec 31, 2011 Metrics listed in Median Values 10/23/2013 Blackbaud Confidential 9
  10. 10. OVERALL: EVENTS ARE GROWING PARTICIPANTS 2010 – 2011 Median Change 10/23/2013 Blackbaud Confidential 10
  11. 11. OVERALL: EVENTS ARE GROWING ONLINE REVENUE 2010 – 2011 Median Change 10/23/2013 Blackbaud Confidential 11
  12. 12. Key Findings and Strategy Opportunities 10/23/2013 Blackbaud Confidential 12
  13. 13. KEY FINDING: PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS While number of emails sent were down, online fundraising was up! Participants are using truly multi-channel fundraisers. 10/23/2013 Blackbaud Confidential 13
  14. 14. MULTI-CHANNEL COMMUNICATION STRATEGY Email Social Media 10/23/2013 Mail Other Blackbaud Confidential 14
  15. 15. KEY FINDING: RETURNING VS. NEW PARTICIPANTS 10/23/2013 Blackbaud Confidential 15
  16. 16. KEY FINDING: THIRD PARTY FUNDRAISING IS HOT Peer-to-Peer Fundraising, DIY Fundraising, Independent Fundraising Events, Marathon Fundraising, Crowdfunding, Virtual Events…. 10/23/2013 Blackbaud Confidential 16
  17. 17. Real World Examples 10/23/2013 Blackbaud Confidential 17
  18. 18. MICHIGAN HUMANE SOCIETY 10/23/2013 Blackbaud Confidential 18
  19. 19. SCLERODERMA FOUNDATION Increased online event donations from $522,000 to $807,900. 10/23/2013 Blackbaud Confidential 19
  20. 20. THE STARBUCKS EFFECT 10/23/2013 Blackbaud Confidential 20
  21. 21. NATIONAL MS SOCIETY: DIY FUNDRAISING 10/23/2013 Blackbaud Confidential 21
  22. 22. ALZHEIMER’S ASSN: THE LONGEST DAY In Year 1, 200 Teams Raised $236K 10/23/2013 Blackbaud Confidential 22
  23. 23. Be Prepared with Event Email Strategy 10/23/2013 Blackbaud Confidential 23
  24. 24. WHAT MAKES AN EVENT SUCCESSFUL? 1. Growth in registration 2. Growth in fundraising 3. Growth in participant retention 10/23/2013 Blackbaud Confidential 24
  25. 25. OVERALL RECRUITMENT STRATEGY 10/23/2013 Blackbaud Confidential 25
  26. 26. IT’S ALL ABOUT SEGMENTATION Past Team Captains Past Individual Top Fundraisers Past Participants New Acquisition 10/23/2013 Blackbaud Confidential 26
  27. 27. THE POWER OF PERSONAL CONTENT 10/23/2013 Blackbaud Confidential 27
  28. 28. OVERALL COACHING STRATEGY 10/23/2013 Blackbaud Confidential 28
  29. 29. DON’T FORGET YOU’RE A COACH TOO Team Captains All Other Participants 10/23/2013 Blackbaud Confidential 29
  30. 30. COACHING EMAIL TEMPLATE Dynamic Content Static Content 10/23/2013 Blackbaud Confidential 30
  31. 31. THE POWER OF DYNAMIC CONTENT 10/23/2013 Blackbaud Confidential 31
  32. 32. WA N T M O R E ? D O W N L O A D O U R R E S E A R C H . 10/23/2013 Blackbaud Confidential 32

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