1. It’s Working For Us,
Could It Work For You?
Shana Masterson
National Associate Director,
Interactive Fundraising &
Engagement
Greg Borkowski
Manager,
Development

2. Shana Masterson
National Associate Director,
Interactive Fundraising & Engagement
@npshana
It’s Shiny! Should We Chase It?

3. Fundraising Incentives?
Social Media?
Mobile?

4. We’ll Just Run An Incentive!
Extrinsic incentives do not work in the long term and
REMOVE intrinsic motivation.
Changes focus to "what's in it for me” instead of the
benefit of donating/fundraising.
Fundraising is an altruistic act and “rewarding it” crowds
out the desire to do something good.
Source: DonorVoice 2/6/2013

5. Perceived Value

6. Universally Accepted Cost/Value
= $100-ish
+ effort
+ confusion

7. Perceived Value
Increases Decreases
AWESOME Prize! (VIP Tickets,
experiences)
LAME Prize ($25 gift card)
Less often (Well-planned and placed
throughout the season)
More often (Weekly)
Your ONLY chance We offer random stuff all the time!
That sounds easy! (ex. Raise $100
to qualify for a Kindle Fire)
That really is a lot to ask for what you
get (ex. Send 75 emails to maybe get
a $25 gift card.)
Consistent value proposition Inconsistent value proposition

8. Incentive Study:
Communications > Prize
Less > More
Multi-channel
Well-planned
Segmented
Longer at beginning, shorter at end of
season
Use the national incentives
Personal outreach

9. We Need to Be on SnapChat!

10. Referral Traffic

11. Social Traffic & Share This

12. Levels of Engagement
Level 1 (Use local presence)
- Didn’t make goal - New staff
- Web/email needs help - No time
Level 2 (Individual event presence)
- Made goal - Experienced staff
- Established strategy - Have the time
Level 3 (Multiple social presences)
- Level 2 PLUS volunteers

13. For Participants

14. For Staff

15. National Experimentation
Renewed promotion of #tourdecure and
#stepoutdiabetes
Weekly social media highlights
More cross-posting to national accounts
Smaller, segmented ad buys
Instagram
Social media ambassadors

16. Mobile Is Where It’s At
Source: supermonitoring.com

17. Mobile “optimized” boutique
sites – Same for mobile and
tablet
TeamRaiser difficult to
“mobilize”
Most frequent click-through:
“View complete site”
Donation forms optimized in
Fall 2012
Pre-2013 Mobile

18. Going Responsive

19. Solidifying our approach

20. Early Results
STEP OUT 2012 2013
Traffic 5.2% 33%
Bounce Rate
Tablet
Mobile
49%
65%
28%
29%
Time on Site
Tablet
Mobile
1:49
1:08
3:58
2:44

21. Questions?
Shana Masterson
National Associate Director,
Interactive Fundraising & Engagement
@npshana

22. Ronald McDonald House Charities
Corporate Team Fundraising
Greg Borkowski
Manager, Development

23. • Grow Overall Fundraising
• Keep costs low
• Increased competition from
competing organizations
• Diversify Fundraising Efforts
Trend Driver: Need to grow overall revenue
Pressure from the Top:
Demand from
Organizational
Leadership
Social Fundraising is…
• Relatively Low Cost to Set Up
• Relatively Low Cost to Maintain
• An Expansion of Fundraising Footprint

24. Team RMHC
24
• 2010: 200 runners /
$350,000
• 2011: 350 runners /
$435,000
• 2012: 386 runners /

26. “But We Do Just Fine with
Traditional Fundraising”
• Traditional fundraising events still have a place.
• However, to expand even our traditional fundraising, we
rely on supporters and their friends.
• The tide toward social fundraising means “asks” for
support by friends are becoming commonplace.
• As your friends and theirs are recruited to support
other charities, if you don’t participate, you may lose
ground you cannot gain back.
RMHC

27. “Offline” Social Fundraising

28. Corporate Team Fundraising
• What does Corporate Team Fundraising
(CTF) mean for RMHC?
• Why is CTF such an appealing option for
national and international partners?
• How does CTF benefit my Chapter?

29. Philadelphia Insurance (Team PHLY)
Campaign Success
• $411,000 total
contribution to RMHC
• 62 RMHC Chapters
engaged, benefited
• 750 employees created
fundraising pages.
• Over 1,700 donors
• Top participant raised
more than $24,000

30. The Goddard School
Results
• 210 Goddard
schools participated
• $25,000 direct gift
from Goddard
• $200,000 total value
of campaign to
RMHC

31. Kleinfelder
31
 60 Office Locations
 Year-round program of engagement
with local RMHC Chapters and
Houses
 Fundraising, PR, and volunteer
activity support to franchisees.
 60 Office Locations
 Year-round program of engagement
with local RMHC Chapters and
Houses
 Fundraising, PR, and volunteer
activity support to franchisees.

32. The Dwyer Group
32
 1600 Franchises
 Opportunities for “Season of
Sharing” direct fundraising
 Year-round program of engagement
with local RMHC Chapters and
Houses
 Fundraising, PR, and volunteer
activity support to franchisees.
 1600 Franchises
 Opportunities for “Season of
Sharing” direct fundraising
 Year-round program of engagement
with local RMHC Chapters and
Houses
 Fundraising, PR, and volunteer
activity support to franchisees.

33. How to Guarantee Success
• Find your Champion
• Set clear and realistic goals
• Focus on implementation and messaging – a
campaign by itself is not a call to action

34. Activation Kit
• Letter from RMHC
• FAQs
• Fundraising Ideas
• Video tutorials
• Coaching emails
Fundraiser Support

35. Competition is Good

36. Team Fundraising
• Teams raise more money
than those fundraising alone
• Team captains play the most
important role in peer-to-
peer event fundraising
• Traditionally team leaders
raise an average of one third
of the overall participant
revenue

37. Team Captains
• Create/personalize team and
individual page through
online registration
• Communicate with chapter
regarding fundraising efforts
• Motivates office/co-workers
to join and fundraise
• Potentially provides
fundraising tips and ideas

38. Team Members
• Register to join team and
personalizes fundraising
page
• Use email, social media
to solicit gifts online
• Host offline “events” to
raise funds for goal
(Cookouts, jeans day, etc)
• Potentially encourage
co-workers to fundraise

39. Greg.Borkowski@us.mcd.com