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Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis County

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Peer-to-peer fundraising by its definition is an inherently social way to fundraise for causes. We wanted to dig into the question: Does social engagement affect peer-to-peer fundraising results. The teams at Kimbia, LeadPup and CASA of Travis County teamed up to answer this question through analyzing data from CASA's superhero run data.

Published in: Government & Nonprofit
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Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis County

  1. 1. SOCIALFUNDRAISING P2P FUNDRAISING AND THE SOCIAL EFFECT A special thanks to CASA of Travis County
  2. 2. Logistics / Today’s agenda o Intros o Our Case Study: CASA of Travis County - Superhero Run o Diving In: What the Data Suggests o Being Online Isn’t Enough o How Social Media Effects Donation/Fundraising Rates o How Social Media Effects Donation/Fundraising Amounts o Best Practices for Growth o Takeaways for Your P2P Fundraiser
  3. 3. Who we are / Taylor Shanklin Senior Manager, Product Marketing @ KIMBIA Jamie Finney Analyst and Brand Development @ LEADPUP Callie Langford Director of Communications @ CASA OF TRAVIS COUNTY
  4. 4. Audience Poll /Tell us in the chat box Who are you? o Name o Position o Organization o Location
  5. 5. Audience Poll /Check the appropriate box Have you hosted a peer-to- peer fundraiser before? o YES o NO
  6. 6. What role does social media play in peer-to-peer fundraising?* *As told by the data
  7. 7. Overview / CASA of Travis County – Superhero Run o 4 Years Running o 5,255 Total Registrants o 1637 in 2016 o 3,637 Gifts o 730 P2P Fundraise Events o $199,049 Raised o 82.5% Raised through Kimbia’s P2P Platform
  8. 8. Overview / Year-Over-Year Growth 400 700 1100 1350 2600 2500 2300 2800 3350 $22,500 $16,000 $8,000 $21,000 $27,675 $35,500 $48,255 $54,000 $47,000 $8,500 $12,500 $23,000 $28,500 $64,000 $63,000 $58,870 $69,940 $91,380 $8,500 $6,500 $19,500 $30,500 $40,503 $61,727 $53,630 $55,500 $79,730 $39,500 $35,000 $50,500 $80,000 $132,178 $160,000 $160,000 $180,000 $218,000 2008 2009 2010 2011 2012 2013 2014 2015 2016 Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total
  9. 9. o Register o Someone registers to run/walk in the 5k event or Kids 1k race o Donation o An individual or race registrant gives a tax-deductible gift (outside of registration fees) to support CASA as part of the Superhero Run. o Raise o Someone participates in Peer- to-Peer fundraising by securing donations for CASA as part of the Superhero Run, using a personalized fundraising page/message with a personal fundraising goal. o Participant o Any individual affiliated with the Superhero Run in one or more of the above ways. The Study / Definitions
  10. 10. Audience Poll /Tell us in the chat box Do you think social media engagement influences fundraising dollars?
  11. 11. JUST BEING ON SOCIAL IS NOT ENOUGH We confirmed social media profiles for 28% (1,892) of all participants. But their donation and raise behavior wasn’t special. Everyone has interacted with social media by now. EMBRACE SOCIAL MEDIA AS ONE ENGAGEMENT CHANNEL (your supporters already have)
  12. 12. DO SOCIAL USERS GIVE MORE OFTEN? Across the four relevant networks, donation rates were just slightly higher than the population donation rate. Linkedin 12.4% Facebook 12.7% Twitter 12.0% Klout 11.8% Donation Rates ALL Participants* 10.4% NO
  13. 13. DO SOCIAL USERS RAISE MORE OFTEN? Across the four relevant networks, raise rates were just slightly higher than the population donation rate. Linkedin 16.9% Facebook 15.8% Twitter 15.1% Klout 15.2% Raise Rates ALL Participants* 13.6% NO
  14. 14. Can I use social metrics to predict donation or raise amount? One would think that a larger social media presence would correlate with a larger fundraise amount. Correlation Between Average Fundraiser Amount and... Total Social Profiles 0.00 Twitter Followers 0.01 Klout Score -0.06 NO - (A correlation coefficient of <-.5 or >.5 would have been noteworthy)
  15. 15. So why are we here? If Social Media Can Not Predict Who Is More Likely to Give or Raise?
  16. 16. DO SOCIAL USERS GIVE MORE? Across all four relevant networks, the average gift size was more than double the population’s average gift. Linkedin $115.10 Facebook $107.00 Twitter $110.74 Klout $114.19 Average Gift ALL Participants** $54.19 YES – *Even when gifts over $1,000 were excluded
  17. 17. DO SOCIAL USERS RAISE MORE? Across all four relevant networks, the average P2P raise amount was more than double the population’s average raise amount. * YES – Even when gifts over $1,000 were excluded Linkedin $307.75 Facebook $263.17 Twitter $283.05 Klout $305.24 Average Raise ALL Participants* $123.06 YES – *Even when gifts over $1,000 were excluded
  18. 18. SOCIAL MEDIA WORKS o The Social-Media-Active are better donors. o (You don’t want to be seen putting pennies in the tip jar. The peer-pressure effect.) o And better fundraisers. (Because they have more tools to reach a crowd)
  19. 19. OTHER NOTEWORTHY FINDINGS o EMPOWER YOUR SUPERSTAR FUNDRAISERS o 4.5% (33) of all fundraisers, raised 46.5% of all raised funds. o With an average of $2,313.41 raised. o MORE REGISTRANTS FUNDRAISED THAN DONATED THEMSELVES o By a slim margin. o 10.4% of registrants donated, while 13.6% fundraised. o THE MEDIAN GIFTS WAS $25.00 o The average Joe’s gift.
  20. 20. What Can I Do to Grow? I want to keep my participants engaged, and coming back year-over- year?
  21. 21. o A fun theme makes it stand out in a crowd and will make it easier for your participants to share an interesting story o Keeping it uplifting is important! o Success is intoxicating o Make it as easy as possible o Most of the fundraising comes from people raising $100 o The small group of large fundraisers are a totally different audience, and require a different approach Theme / Make It Interesting!
  22. 22. By The #’s / Theme Really Matters 400 700 1100 1350 2600 2500 2300 2800 3350 $22,500 $16,000 $8,000 $21,000 $27,675 $35,500 $48,255 $54,000 $47,000 $8,500 $12,500 $23,000 $28,500 $64,000 $63,000 $58,870 $69,940 $91,380 $8,500 $6,500 $19,500 $30,500 $40,503 $61,727 $53,630 $55,500 $79,730 $39,500 $35,000 $50,500 $80,000 $132,178 $160,000 $160,000 $180,000 $218,000 2008 2009 2010 2011 2012 2013 2014 2015 2016 Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total
  23. 23. Shoot for the moon o INCENTIVES WORK o You’ll get to know the competitive folks in your camp o Gives your participants a goal and holds them accountable o FUNDRAISING MILESTONES o $100 o $500 o Top 3 fundraiser prizes #Goals /
  24. 24. Coaching / Develop relationships with your rockstars o Drive competition amongst them o Have them share their story, publicly o Help them mentor other participants
  25. 25. Develop a toolkit & make it easy o Drive competition amongst them o Have them share their story, publicly o Like on your blog o Help them mentor other participants Coaching /
  26. 26. Provide Templates o Email o AND Social Coaching /
  27. 27. Make a Donation to Yourself Make It Personal Ask, Ask, Ask: Send Emails Ask, Ask, Ask: Share on Social Ask, Ask, Ask: Ask In Person Turn in Offline $ Share Your Goal = Hold Yourself Accountable Recruit Your Friends Thank your Donors (in your handwriting) Ask Participants To Do...Coaching /
  28. 28. Takeaways / 1. Social-media-active do not give or raise more often. 2. But they do give and raise more. 3. Superstar Fundraisers play a big role. Top 3 List Identify the golden geese and cultivate them
  29. 29. Audience Poll /Tell us in the questions box Questions?
  30. 30. Many thanks to CASA of Travis County! @KimbiaInc taylor@kimbia.com @therealleadpup jamie@leadpup.com Thank you! @CasaTravis clangford@casatravis.org

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