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Peer to Peer Fundraising at AFPICON

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Donors have many choices today so nonprofit organizations are recruiting their constituents to help them inspire donors to give. The strategy is classic peer-to-peer fundraising, but organizations are being more creative than ever with the execution. From special events to do-it-yourself fundraising, there are so many options to integrate Peer to Peer fundraising into your organization’s revenue stream that you may not know where to start. In this session, we will give you an overview of the latest trends and industry best practices in Peer to Peer Fundraising and then help you build the road map your organization needs to either start a new campaign or enhance your current ones.

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Peer to Peer Fundraising at AFPICON

  1. 1. Peer to Peer Fundraising
  2. 2. Meet Your Presenter 13+ Years Experience in Peer to Peer Fundraising Raised $30 Million+ during 8 years with National MS Society Worked with 70+ NPOs as a Strategy Consultant at Blackbaud Supported 100+ P2P Campaigns Specializes in DIY, Endurance and Event Fundraising Contributor to numerous publications and conferences Nancy Palo P2P Industry Expert 13+ Years Experience 70+ NPOs $30 Million+ Raised 100+ Events DIY, Endurance and Event Specialist
  3. 3. Today’s Goals SHIFT what you know about P2P fundraising SHIFT the way you integrate P2P fundraising in your organization
  4. 4. But First, Let’s Get Social Follow @fundraising101 Share #P2PatAFP
  5. 5. Peer to Peer Fundraising (in no particular order!)
  6. 6. WHY?
  7. 7. Why is P2P Fundraising Important? Attract younger audience Grow constituent base Engage your supporters
  8. 8. Receive Donors Why Do We Love P2P Fundraising? Recruit Fundraiser
  9. 9. The Power of a P2P Ask • Number of fundraising emails from your organization that result into a donation 1 in 1,250 • Number of fundraising emails from an P2P Fundraiser that result in a donation 1 in 4 *2011 eNonprofit Benchmark Study; Data provided by Blackbaud and RunWalkRide Fundraising Council.
  10. 10. P2P Fundraising = Donor Acquisition 71% of all DIY donors were first time donors to the organization compared to 36% of events and 20% of traditional donors.* It is worth the investment! *Data is from a first year P2P DIY Campaign in 2013
  11. 11. P2P Fundraising Raises How Much? The Top 30 PeerToPeer Fundraising campaigns raised $1.6 Billion in 2013
  12. 12. WHAT?
  13. 13. What is P2P Fundraising? Organizations recruit supporters to ask their peers to donate to their organization. Fundraisers Donors Non-Profit
  14. 14. Event Fundraising is the Leader
  15. 15. Traditional Run, Walk, Ride Events 2013: $1.4 billion raised in 23 different campaigns
  16. 16. Endurance Events Team in Training has coached 600K+ runners to raise $1.4 Billion
  17. 17. Non-Traditional Events 2013: $33 million raised at 1,382 events by 58K fundraisers
  18. 18. DIY Fundraising is Emerging #P2PatAFP
  19. 19. All Inclusive DIY Fundraising View Website
  20. 20. Defined Channels DIY Fundraising View Website
  21. 21. View Website Defined Channels DIY Fundraising
  22. 22. View Website Defined Channels with a Featured Campaign in DIY Fundraising
  23. 23. Memorial and Tributes View Website
  24. 24. Virtual Campaigns View Website
  25. 25. Don’t Stop There… Almost Every Traditional Campaign Can Have a P2P Component Annual Campaigns Board Fundraising Child Sponsorship
  26. 26. WHO?
  27. 27. The Two “Whos” of P2P Fundraising Organizations Generations
  28. 28. The P2P Landscape
  29. 29. Animals & P2P Fundraising
  30. 30. Hospitals & P2P Fundraising
  31. 31. Generational Giving The Next Generation of American Giving Report by Blackbaud
  32. 32. Donors are Opposite of Fundraisers By Generation
  33. 33. Millennials & P2P Fundraising 70% of Millennials are willing to raise money on behalf of a nonprofit they care about 64% fundraise for walk/run/cycling events 46% prefer asking people to donate to a designated nonprofit in lieu of physical gifts 45% of respondents are not afraid to ask family and friends for money when they feel strongly about a cause 2013 Millennial Impact Report
  34. 34. Youth P2P Fundraising #P2PatAFP
  35. 35. HOW? #P2PatAFP
  36. 36. How do P2P Fundraisers Raise Money? #P2PatAFP Online Social & Mobile Special Events Direct Mail They ASK just like you do!
  37. 37. P2P Fundraising has evolved from pledge forms to webpages
  38. 38. Online Fundraising Tools Needed Registration Process • Collect Contact Information • Grant Access to Fundraising Tools Fundraising Tools • Personal & Team Webpages • Email & Social Tools • Reporting • Digital Assets
  39. 39. Gamification is the next buzz word, in reality P2P Fundraising has been Gamification all along! In 2010, businesses spent $100 million on Gamification By 2016, they will spend $2.8 BILLON www.engineyard.com/infographics/gamification
  40. 40. WHEN? #P2PatAFP
  41. 41. P2P Fundraising Happens All Year Long
  42. 42. New Year Resolution Campaign
  43. 43. Awareness Campaigns
  44. 44. Even End of Year
  45. 45. WHERE Do you Start?
  46. 46. 1. Identify Your Opportunities Constituent Behaviors Industry Trends Strategic Goals
  47. 47. 2. Build Your Road Map
  48. 48. 3. Get Online!
  49. 49. P2P Fundraising Resources
  50. 50. Peer to Peer Professional Forum www.peertopeerforum.com
  51. 51. Peer to Peer Bootcamp www.blackbaud.com/bootcamp
  52. 52. npEngage www.npEngage.com
  53. 53. Questions?

Editor's Notes

  • The importance of P2P fundraising is different for every organization but overall it attracts a younger audience, grows your constituent base and engages your supporters in ways that you aren’t able to with traditional fundraising. I will share with you the information you need to get the organizational support needed to invest in P2P fundraising.
  • The 2013 Blackbaud Peer-to-Peer Participant Fundraising Study
  • Share stats.While email is one way that P2P fundraising has seen a lot of success we will look all the ways organizations are P2P fundraising.
  • P2P Fundraising is a classic strategy and organizations are being more innovative than ever with how they are integrating it into their fundraising. We will explore everything you need to know about it!
  • P2P Fundraising comes in lots of forms, highlight each one with an emphasis on how events are the breadwinner, the buzz around crowdfunding, memorial giving has always been peer to peer it just needs the tools, etc.
  • Highlight how event fundraising has dominated P2P fundraising and how they lead the way of defining a new donor behavior
  • Run Walk Rides have dominated the event fundraising world, click for stats, but events have evolved…
  • Just over 25 years ago, Bruce Cleland’s daughter was diagnosed with LL and he responded by recruiting 38 runners who raised $320K for the 1988 NYC Marathon. 25 years later, more than 625,000 participants have helped TNT and The Leukemia & Lymphoma Society (LLS) raise more than $1.4 billion most importantly paved the path for non-profits all over the world to benefit from the endurance community – so much that running and charity go hand in hand. More than 300 charities now benefit from NYC Marathon runners who raise over $30 million each year.
  • The campaign is only 8 years old! Movember is 10 years old and raised 21 million last year.
  • Click to watch video! Also known as IFE, Crowdfunding, Third Party Events
  • Talk about the shift happening in industries
  • Showcase three non-event orgs that have started P2P campaigns in the last couple of years
  • Showcase How Cleveland Clinic has integrated P2P
  • While younger generations may be giving less, they certainly are not asking less. We will look who is P2P fundraising from both a constituent and organization perspective.
  • The foundation of an online Do It Yourself fundraising campaign includes a website, registration process, and fundraising tools. The website should provide your constituents information about your campaign, mission and organization. The registration process should collect the information you need to communicate and cultivate your DIY fundraisers. The online fundraising tools should give your fundraisers a personal fundraising webpage and email tools for them to be able to solicit donations. Once you have the foundation built your can expand your campaign in many different directions.
  • Let’s look at how Gamification already exists in the P2P online experience
  • All Year Long! I will show a variety of examples of how different organizations timed their P2P campaigns from the new year to the end of year.
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