Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Nonprofit Peer-to-Peer Success Story: KLRU Makes The Leap to Online Pledge Drive

690 views

Published on

Responding to viewer feedback, public broadcasting station, KLRU, made the leap from traditional on-air pledge drives to an online giving campaign. As a nonprofit organization with a strong community following, they took a calculated risk – and it paid off. Combining the power of a crowdfunding event with peer-to-peer, email and social campaigns resulted in stellar results.

Exceeded original fundraising goal by nearly 90%
Raised 14% of drive revenue from peer-to-peer fundraisers
Acquired 28% new donors
Susannah Winslow, Membership Director at KLRU, will walk you though the journey and their path to success. Additionally, Miriam Kagan, Senior Principal at Kimbia, will share in the discussion, where together they will offer campaign insights including:

The online campaign resonated with their core donor base (60+)
P2P + social media = optimal results
Online campaign yielded higher net revenue and donor retention than the average on-air pledge drive

Published in: Government & Nonprofit
  • My friend sent me a link to to tis site. This awesome company. They wrote my entire research paper for me, and it turned out brilliantly. I highly recommend this service to anyone in my shoes. ⇒ www.HelpWriting.net ⇐.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • You have to choose carefully. ⇒ www.WritePaper.info ⇐ offers a professional writing service. I highly recommend them. The papers are delivered on time and customers are their first priority. This is their website: ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Nonprofit Peer-to-Peer Success Story: KLRU Makes The Leap to Online Pledge Drive

  1. 1. Nonprofit P2P Success Story: KLRU Makes The Leap to Online Pledge Drive 1   #KimbiaWebinars
  2. 2. Confidential document: Kimbia Inc. 2015 Miriam Kagan Senior Fundraising Principal 2   Susannah Winslow Membership Director @KimbiaInc @MiriamKagan #KimbiaWebinars Speakers
  3. 3. Confidential document: Kimbia Inc. 2015 Agenda 3   About Kimbia & KLRU KLRU Case Study Questions Next Steps #KimbiaWebinars @KimbiaInc
  4. 4. Confidential document: Kimbia Inc. 2015 Kimbia is the global leader in crowdfunding events Helping  19,000+  nonprofits  since  2007   7  of  the  10  largest  crowdfunding  events   ü  Delivered  through  patented     widget  technology     ü  Focused  on  producing  the   opAmal  donor  experience   ü  Higher  conversion  rates  in  A/B   tests  versus  compeAtors   ü  Portable,  scalable  and  easy  to   integrate  with  CRM,  CMS,   Email  and  other  soNware  tools     •  Giving  Days   •  P2P  &  Team  Raising   •  Online  DonaAons   •  DIY   •  Event  RegistraAon  
  5. 5. Confidential document: Kimbia Inc. 2015 Kimbia provides an all-in-one solution for… Online Fundraising Event Registration Peer-to-Peer, Team & DIY Fundraising Giving Days / Crowdfunding Custom Forms
  6. 6. Confidential document: Kimbia Inc. 2015 The Kimbia Solution Embedded  in  an  organizaAons   exisAng  website   •  Enables  branding  control   •  Increases  donor   conversion  by  30%  on  avg   Best  of  Breed,  cloud-­‐based   plaXorm   Mobile-­‐ready  responsive   •  No  need  for  web  APIs  to   build  /  style   Social  sharing  integraAon   Works  with  client  systems  of   choice:   •  IntegraAon  ease  using  data  APIs   •  App  on  Salesforce  AppXchange   Secure,  PCI  Level  1  compliant,   forms     £€ ¥ $ MulA-­‐Currency   MulA-­‐Language     20+   Gateways  
  7. 7. Confidential document: Kimbia Inc. 2015 About •  Austin’s own community licensed public television station for more than 50 years. •  Vision: KLRU enriches lives and transforms communities. •  Mission: KLRU's mission is to educate, entertain and engage children and adults in the Greater Austin area and beyond by providing distinctive media experiences that matter, whether on the air, online or on the ground, and reflecting Austin's uniqueness and creativity to the world. 
  8. 8. Confidential document: Kimbia Inc. 2015 Every Day Giving
  9. 9. Confidential document: Kimbia Inc. 2015 How do we minimize on-air fundraising drive program interruption while providing an alternate and supplemental way to support our local PBS station? Challenge
  10. 10. Confidential document: Kimbia Inc. 2015 •  Online Giving Campaign: Utilized crowdfunding techniques including social media, email campaigns, the use of urgency and incentives •  Peer-to-Peer: Encouraged viewers/donors to become personal fundraisers and encourage their friends to give as well Solution: #YourKLRU
  11. 11. Confidential document: Kimbia Inc. 2015 11  
  12. 12. Confidential document: Kimbia Inc. 2015 •  Email Ø  Messaging strategy focused on communicating a sense of urgency Ø  47% of site conversions came from email •  Social Media Ø  Engaged viewers and donors around #yourKLRU hashtag Ø  27% of site conversions came from social •  Incentives Ø  Program included giveaways for anyone who donated during specific times or engaged in social media campaigns Ø  Challenge matches to double donor dollars Components
  13. 13. Confidential document: Kimbia Inc. 2015 Social Media
  14. 14. Confidential document: Kimbia Inc. 2015 •  Surpassed goal by 89%, raising $94,000 in 5 days •  Increased donor retention •  Dropped the cost to raise a dollar from $0.37 in the average on-air drive, to $0.12 in this campaign •  Raised 13% net revenue over KLRU’s June 2014 on-air drive Results
  15. 15. Confidential document: Kimbia Inc. 2015 •  The online campaign resonated with KLRU’s core donor base (60+) Ø  Average age of over half the donors was 65.5 (roughly one year higher than in on-air pledge drive) •  P2P + Social Media = Optimal Results Ø  Advocates raised 24% of total revenue via Facebook posts and brought in 14% of total campaign revenue •  P2P yielded higher net revenue than the average on-air pledge drive Key Insights
  16. 16. Confidential document: Kimbia Inc. 2015 •  Proven best practices established by the giving day leader •  Innovative, easy-to-use technology platform •  A robust suite of expert services and support Ø  Kimbia provided tools, strategy and base support Why Kimbia?
  17. 17. Confidential document: Kimbia Inc. 2015 •  While the P2P campaign effectively engaged millennials, the majority of supporters were of the Boomer Generation or older. Ø  77% self-identified their age as 55+, while 13% self-identified as age 44 or younger. •  Email was the most effective promotion channel. Ø  Survey respondents indicated email as the number one way they heard about #yourklru, followed by on-air spots on KLRU. •  Donors support and embrace KLRU’s new direction of fundraising. The number one reason survey respondents donated to the campaign was to support a new direction of fundraising. Ø  32% were donors making an additional gift, 28% were new donors, 25% renewed their support and 15% were lapsed donors. Post-Campaign Survey
  18. 18. Confidential document: Kimbia Inc. 2015
  19. 19. Confidential document: Kimbia Inc. 2015 Looking forward •  Supplement next on air-drive with P2P •  Test “minimizing” on air-drive by time by raising equivalent funds via P2P ahead of time •  Recruit donors and non-donors to become more “engaged” constituents: reach into their networks via P2P •  Test incentives in other channels
  20. 20. Confidential document: Kimbia Inc. 2015 Questions? 20  #KimbiaWebinars @KimbiaInc
  21. 21. Confidential document: Kimbia Inc. 2015 Next Steps: 21   Check your inbox for the slides, recorded webinar and KLRU case study! #KimbiaWebinars @KimbiaInc
  22. 22. Confidential document: Kimbia Inc. 2015 www.kimbia.com# Miriam Kagan# Miriam@kimbia.com# @miriamkagan# # www.klru.org# Susannah Winslow# swinslow@klru.org 22   Contact Information #KimbiaWebinars @KimbiaInc

×