1. TEAMRAISER SITE AUDIT &
DO-IT-YOURSELF FUNDRAISING
OVERVIEW
American Red Cross – November 5, 2012
Deepa Karani, Senior Solutions Consultant
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2. DISCUSSION TOPICS
• Heroes for the ARC Usability Review (30 mins)
• Key Findings
• Recommendations
• DIY Fundraising
Overview (30 mins)
• What is it?
• Industry Trends
• Case Study
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3. H E R O E S C A M PA I G N T R A U D I T K E Y F I N D I N G S
Key areas identified to improve & enhance website
usability:
1. Refresh event landing page
2. Enhance registration flow
3. Coach and cultivate Team Captains differently from
Individual Participants
4. Activate key functionality (Milestones, Returning
teams, Social Share, Social Login)
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4. Currently, there is
FINDING THE HEROES PROGRAM FROM no promotion or
link to the ARC
ARC HOME PAGE Heroes program.
Is it purposefully
not an evergreen
fundraising
program or does it
run a certain time
of year?
Add a direct link
under „Ways to Give‟
or a dedicated
widget so its intuitive
for a participant or
donor to get to the
signature Heroes
event page.
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5. EVENT LANDING PAGE - CURRENT How the page stands
today:
 Functional
 Simple to navigate
 Most best practices
are being applied
Enhancement
Opportunities:
1. Make it SOCIAL
2. Enhance prominence
of info buttons (red
bar)
3. Recognize Top Teams
4. Refresh campaign
fundraising
thermometer
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6. Eye-catching
rotating image
gallery
Info buttons
Social Share and action
empowers buttons are
supporters to easy to read
virally promote and identify
event
Social plugin Top
increases Team/Participant
relevancy with recognition
dynamic
content Modern event
thermometer
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7. FILL IN TITLE
Example of a
more
contemporary
event landing
page.
Less content –
heavy with more
graphical appeal
and focus on key
action
opportunities.
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8. R E G I S T R AT I O N F L O W O P P O R T U N I T I E S
1. Adopt NEW mobile-optimized
Event Registration Flow
2. Add ability to reclaim teams
3. Add suggested giving levels for
Additional Gift ask
4. Add Social Login option
5. Enhance TY for Registering
screen to include coaching
content on what to do next
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9. T H E M O B I L I Z AT I O N O F T E A M R A I S E R R E G I S T R AT I O N
• Responsive Web Design
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10. MOBILE OPTIMIZED EVENT REGISTRATION
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11. MOBILE - OPTIMIZED EVENT REGISTRATION
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12. MOBILE - OPTIMIZED EVENT REGISTRATION
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13. RESPONSIVE LAYOUT EXAMPLE
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14. RETURNING TEAMS FUNCTIONALITY FOR
HEROES
• Empower your past Heroes Team Captains to re-activate their team
profiles from prior years
Returning
participants raise 3x
more $ than New
participants.
It is imperative to
make their returning
experience simple
and effective to
increase participant
retention. Can add reclaim
team functionality on
this page
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15. RETURNING TEAMS USER EXPERIENCE EXAMPLES
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17. ADD SUGGESTED GIVING LEVELS FOR
ADDITIONAL GIFT ASK
Consider adding
value props or
levels for
additional gifts to
prompt
participant (see
next page).
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18. ADDITIONAL GIFT ASK EXAMPLES
Option 2  Provide 1
value prop1 List giving
Option (mission
levels (minimum 3)
item)
along w/ Other Amount
option
Option 3  Multiple
levels/value props
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19. SOCIALIZE USER LOGIN SCREEN
Add Social Login
functionality here
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20. SOCIAL LOGIN - OPPORTUNITY
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21. ADD CALL-TO-ACTION ON THANK YOU FOR
R E G I S T E R I N G PA G E
Include call-to-
actions on „TY for
Reg‟ screen to
prompt activity
that encourages
Heroes to visit
Participant Ctr
immediately
1. Personalize
web page
2. Send emails
3. Track progress
towards your goal
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22. TY FOR REGISTERING SCREEN EXAMPLES
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23. PA R T I C I PA N T C E N T E R O P P O R T U N I T I E S
1. Enhance home page content to
make it more dynamic and
meaningful to participant type
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24. E N H A N C E PA R T I C I PA N T C E N T E R H O M E PA G E
CONTENT
Best practices on
Home Page content:
1. Less content-heavy
with more graphical
elements
2. Conditionalize
content in the main
body
Currently, the same
content appears for
an individual
participant and team
captain. Do you treat
these audiences the
same….or differently?
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25. PA R T I C I PA N T C E N T E R H O M E PA G E E X A M P L E S
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26. PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT
This is content conditionalized for
a youth participant
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27. PARTICIPANT CENTER EXAMPLE: CONDITIONAL CONTENT
This is homepage content
conditionalized for a team
captain
What is the cultivation of Team
Captains for the Lung Walk?
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28. ADDITIONAL OPPORTUNITIES
1. Activate Milestones (badges and/or dedicated milestone
emails)
2. Implement coaching email series
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29. MILESTONE: BADGES & EMAILS
• Reward/recognize participants for achieving milestone fundraising
Fundraising levels (can complement an incentive/thank-you gift structure)
badges
• Reward/recognize participants for taking desired action that spreads
Badges for the word of event and moves fundraising efforts forward
Action taken
• ARC Heroes has 1 autoresponder to recognize participants for funds
raised (level unknown)
• There is the option of turning on autoresponder or milestone emails to
Emails recognize milestone fundraising levels
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30. MILESTONES: FUNDRAISING BADGE EXAMPLES
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31. MILESTONES: ACTION BADGE EXAMPLES
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32. COACHING, COACHING, COACHING
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33. SEGMENTATION, SEGMENTATION, SEGMENTATION
Team Captains
All Other Participants
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34. LAUNCH EVENT Prior to 16 weeks
16 weeks out
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16 weeks out
15 weeks out
15 weeks out
Milestones
14 weeks out
14 weeks out
Autoresponders
Suggested Messages
13 weeks out
13 weeks out
Blackbaud Confidential
12 weeks out
12 weeks out
RECRUITMENT: Past Participants 11 weeks out
11 weeks out
RECRUITMENT: Past Team Captains
10 weeks out
10 weeks out
9 weeks out
RECRUITMENT: Past Individual Top Fundraisers
9 weeks out
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8 weeks out
8 weeks out
7 weeks out
7 weeks out
6 weeks out
6 weeks out
5 weeks out
COACHING: Participants
5 weeks out
4 weeks out
COACHING: Team Captains
RECRUITMENT: New Acquisition
4 weeks out
3 weeks out
2 weeks out
3 weeks out
Week of event
2 weeks out
EVENT EMAIL COMMUNICATION - THE BIG PICTURE
Within 24 hours
1 weeks out
1-2 weeks after

35. THE POWER OF TEAMRAISER’S COACHING EMAILS
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36. D O - I T- Y O U R S E L F F U N D R A I S I N G O V E RV I E W
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43. ‘DO IT YOURSELF’ (DIY) FUNDRAISING
• Allow you to say YES more
• More people raising more money in the ways that
are most comfortable to them
• Online toolkits make it easy for you to say yes to
more people
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44. IT’S ABOUT THE DIY HOST
• High quality donor experience for the “host”
- Create a page with photos, updates, etc.
- Professionally request support for your organization and the
mission you care about
- Track donations, follow ups, thank you‟s
- Introduce friends and family to the organization
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45. APPROACHES TO DIY EVENTS
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46. ALL INCLUSIVE
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47. SEGMENTED BY COMMUNITY VS. ATHLETIC IN
DIFFERENT CAMPAIGNS
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48. SEGMENTED BY COMMUNITY VS. ATHLETIC IN THE
SAME CAMPAIGN
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49. DEFINED OPPORTUNITIES TO FUNDRAISE
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50. FUNDRAISING FOR A MILESTONE
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51. DEFINED FUNDRAISING DAY
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52. NATIONAL MS SOCIETY
DO IT YOURSELF FUNDRAISING
Review of DIY TeamRaiser Campaign
Nancy Palo, Senior Consultant Strategic Services
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53. “We saw a lot of innovation in Do-It-Yourself
fundraising without the technology to support it and
realized we were leaving money on the table.
TeamRaiser not only provided us the platform to
raise more money, it enabled us to improve our
business practices around DIY and cultivate a new
audience of fundraisers.
Betty Ross, AVP, Campaign Development at National MS Society
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54. CHALLENGES
• Our constituents who did not want to participate in one of our traditional
fundraising events wanted access to the same online tools and we
needed to find a way to meet their needs
• This type of fundraising was being done 45 different ways offline and
we needed to create one online campaign with the flexibility to
customize locally
• There were limited staff resources to manage a new campaign
• A shift in culture and attitudes was needed in order for the campaign to
be successful
• Risk management, financial control concerns, and branding
requirements were obstacles that needed to be overcome
• Previous DIY fundraisers were not cultivated, many times NMSS did
not know that they were hosting a fundraiser until we received the
donations.
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55. THE PROCESS
• We engaged with Strategic Services to develop the Do-It-Yourself
fundraising campaign strategy. We asked Blackbaud to lead the way
so we didn‟t have to recreate the wheel and could learn from our peers
in the industry. Knowing their wins and losses enabled us to make an
immediate impact.
• We formed a project team of fundraising, IT and finance staff to
partner with Blackbaud staff to develop the campaign. The first time
we have brought these three groups together to develop a fundraising
campaign.
• Developing the new campaign forced us to review our out-dated risk
management plans and improve the business practices around DIY
fundraising.
• DIY is the same technology that our constituents were already using
with Walk and Bike and as a result reduced the amount of staff time
needed to learn the tool and the need to teach most fundraisers how
to use it.
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56. T H E R E S U LT S
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57. ONE PLATFORM FOR ALL DIY FUNDRAISING
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58. BLUEPRINTED FOR 45 AFFILIATES BY ZIP CODE
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59. THE RESULTS CONTINUED
• Launched a national campaign on 45 TeamRaisers with one consistent
brand all on the same day.
• Set a first year goal of $300K and raised more than $1 million
online in first 8 months. Projecting $1.5 million.
• One Chapter found that those DIY fundraisers that utilize the tools
raise an average of $8,294, while those who do not raised an average
of $680
• The notification feature in TeamRaiser enabled us to validate the
campaigns and then cultivate the fundraisers.
• DIY was a great entry way into blueprinting and we are now moving all
of our Peer to Peer fundraising campaigns to it. More then 750 different
Team Raisers will now live in five blueprints.
• The risk of volunteers collecting donations was significantly limited
with the move to TeamRaiser because now all donations made online
come directly to the Society.
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60. FEEDBACK FROM AFFILIATES
• We have had a lot of success with those volunteer fundraisers willing
to meet with us, learn the tools and include us on the front end of the
process.
• The new online tools have helped some of the events we work with
grow tremendously by being able to now accept online donations
through credit cards.
• We drive people to the website to check out the toolkit that is available
online. We also let them know that the events they host have potential
to be more successful if they have the ability to register online and
utilize all the wonderful tools the DIY page has to offer.
• DIY is the same technology that our constituents were already using
with Walk and Bike and as a result reduced the amount of staff time
needed to learn the tool and the need to teach most fundraisers how
to use it.
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61. MARK YOUR CALENDARS FOR
PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!
Boot Camp will help you:
• Adopt a healthy fundraising lifestyle
• Tone up your mid level fundraisers
• Turn flab into social fundraisers
• Build a rock solid core by engaging top performers
For more details on webinar topics and guest speakers:
http://www.npengage.com/event-fundraising/its-time-for-peer-peer-
boot-camp-have-you-signed/
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