Best Practices in P2P Fundraising
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On September 16, Mike Johnston gave a presentation on Peer-to-peer fundraising, and best practices at the Internet Fundraising Seminar Toronto
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Best Practices in P2P Fundraising
- 1. BEST PRACTICES IN P2P FUNDRAISING September 16, 2014
- 2. Who Am I? Founder, hjc Integrated Fundraising Advisor and Event Enthusiast! Mike Johnston proprietary and confidential 9/17/2014
- 3. Agenda •I love events! •The Big Picture •Oracle – borrowing from the commercial world for our events: Journey Mapping Trends & Features •6 Trends that must be mastered •Case Study 9/17/2014 proprietary and confidential
- 4. proprietary and confidential 9/17/2014
- 5. proprietary and confidential 9/17/2014
- 6. Why leverage trends? 9/17/2014 proprietary and confidential 6
- 7. Why leverage trends? 9/17/2014 proprietary and confidential 7
- 8. THE BIG PICTURE FOR EVENTS 9/17/2014 proprietary and confidential 8
- 9. Gen Y 65% very comfortable (23% doing so now) Gen X 56% very comfortable (24% doing so now) Boomer 45% very comfortable (14% doing so now) Mature 47% very comfortable (16% doing so now) 37% 6% 51% 37% 9% 51% 30% 5% 63% 24% 6% 68% Once or twice 3+ times Never Gen Y Gen X Boomers Matures Engagement: Peer-to-Peer Fundraising Supported Someone Else Raising Money on Behalf of a Charity Never 19% 1-2 times 58% 3+ times 16% DK 6% Have Fundraised on Behalf of an Organization or Participated in a Run or Event to Raise Money Reason for Support To support the individual 24% To support the Charity 8% Both 61% Comfort-level Talking to Others about Charities Support •3-in-10 Boomers and Matures have •8-in-10 have supported someone else raising money for a charity no differences by generation ↓ ↑ ↑ 9
- 10. Next Generation of Canadian Giving 9/17/2014 proprietary and confidential 10
- 11. Next Generation of Canadian Giving 9/17/2014 proprietary and confidential 11
- 12. 9/17/2014 proprietary and confidential 12 •The rise of local events e.g. hospitals to compete with national charity events •Simple walks are up overall for smaller, more focused causes •Cycle events are gaining more traction •Newer events are growing, older events are stagnating
- 13. JOURNEY MAPPING TRENDS & FEATURES 9/17/2014 proprietary and confidential 13
- 14. •400,000 customers •$37.2 billion in revenue in 2013 •What can we learn about how they treat their customers?
- 15. Customer Experience Journey Mapping •Organizations which provide a compelling customer experience reap the benefits •With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator •Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor proprietary and confidential 9/17/2014
- 16. Lifecycle Marketing You recognize that people go through stages as they interact with your organization, and that each stage requires different marketing actions. proprietary and confidential 9/17/2014
- 17. Content Creation You create targeted content that answers your participant's basic questions and needs, and you share that content far and wide. proprietary and confidential 9/17/2014
- 18. Personalization & Context As you learn more about your participants over time, you can better personalize your messages to their specific needs. proprietary and confidential 9/17/2014
- 19. Multi-Channel Presence Donor Journeys are multi-channel by nature because they approach people where they are, in the channel where they want to interact with you. proprietary and confidential 9/17/2014
- 20. Integration Your CRM & analytics tools all work together like a well-oiled machine, allowing you to focus on deploying the right content in the right place at the right time. proprietary and confidential 9/17/2014
- 21. Data & Systems Matter •CRM Solution is Must. •Data Integration is Must. •Marketing Automation Capability is a Must. proprietary and confidential 9/17/2014
- 22. Objectives: •Define a clear strategy for increasing the flow of event participant information and support within the charity, with clear measures for success •Build deeper relationships with participants and become more empathetic to participants •Create opportunities for participant movement, increasing cross-selling opportunities, through strategic cross-team communication •Maximize long term value from participants Slide 22 proprietary and confidential 9/17/2014
- 23. Oracle Presentation on Mapping the Customer Experience : http://slidesha.re/1raXyDw
- 24. What do they look like? proprietary and confidential 9/17/2014
- 25. 6 TRENDS TO MASTER IN ORDER TO UNLOCK YOUR P2P POTENTIAL 9/17/2014 proprietary and confidential 25
- 26. 6 TRENDS 1.Using data analysis to guide segmentation 2.Loving Team Captains/Champions 3.Having a plan 4.Managing Internal Resources to unlock EVERY participant/donor 5.Making Mobile Matter 6. Creating year round stewardship cycles 9/17/2014 proprietary and confidential 26
- 27. #1: Segmentation is Key •Pareto’s principle is alive and well for event participants •Look at your top 2% then your next 8% –Do they stay the same from the year before? –Did you lose any of your key players? •With limited resources it’s important to hone personal coaching and stewardship for these folks 9/17/2014 27
- 28. 2012 2011 2010 2% 8% 20% 70% 2% 8% 20% 70% 2% 8% 20% 70% • 2012 - Top 2%= 69 fundraisers who are key to support this year. These champions receive enhanced cultivation support. Personal fundraising coach. Welcome call from Executive Director or Board Member. • 2011 - Top 2%= 69 fundraisers you need to re-engage. Consider calling them personally to thank them for past participation and find out what you can do to get them back to the event. • Further 8% in past 2 years = 553 fundraisers who also deserve some special attention. Event Chairs to call/welcome back. $164,126.38 $180,161.64 $199,886.59 $255,668.59 $142,015.07 $152,081.03 $164,570.16 $226,930.63 $88,181.56 $122,799.46 $138,098.54 $200,280.45 proprietary and confidential
- 29. Key predictors of success •More participants correlate with higher revenue –But, it is important to recruit participants who FUNDRAISE – quality and quantity •Recruit participants early – Time as a participant means more donors •Focus on teams –Team participation correlates positively with increased fundraising and overall satisfaction –Teams participate year over year 9/17/2014 29 proprietary and confidential
- 30. More Predictors •Watch for fundraising goal increases & decreases –Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely •Can you track how many emails each participant sends? –More emails means more donors! You get what you ask for! 9/17/2014 30 proprietary and confidential
- 31. #2: Team captain retention? •Yes please! •Multi-year team captains raise 2 to 3 times more than multi year captains •Multi-year captains will, on average, retain 86% of their previous year’s revenue •These are your champions. Share the love these people and make them feel good! 9/17/2014 31 proprietary and confidential
- 32. #3: Having a plan matters 9/17/2014 32 proprietary and confidential
- 33. #4 Managing resources to give a better experience to every participant Team captain with large team or high goal •Call from committee, personalised coach Other team captains •2 stewardship calls Individuals •promote upgrading Team member •basic experience 9/17/2014 proprietary and confidential 33
- 34. #5 Mobile Matters •Personal and Team fundraising pages mobile-friendly •Donors who receive solicitation emails on their mobile device can easily complete a transaction on their phone or tablet •Example: Step Forward to Cure TSC – Tuberous Sclerosis Alliance
- 35. DONOR CAN COMPLETE ACTION ON PHONE USER CAN REGISTER FOR EVENT USING PHONE MOBILE-FRIENDLY NAVIGATION
- 37. Event Registration Post-Event Stewardship Engagement: News + Updates Fundraising Appeals Love + Stewardship #6: Participant Stewardship Cycle (Year- Round)
- 38. Other opportunities throughout the year: •Larger Gift Opportunity Survey –Identify major, middle and bequest donors •Engagement in Decision-Making –Save the date + help us pick a slogan •Post-Event Photo Contest –Participants submit their event photos on social media and could win a prize.
- 39. Case Study: How to Unlock the Potential of your event donors 9/17/2014 proprietary and confidential 39
- 40. Engagement Challenges Challenges pre-2012: •Different brands for community branches across Ontario •Different event dates for each community event •Different sponsors for community branches across Ontario •Different prize/incentive programs •No customer service model •Little province-wide marketing 9/17/2014 proprietary and confidential 40
- 41. Engagement Opportunities Opportunities for 2012 •Addition of the Toronto walk •Consistent brand for the event •Different event dates for each community event •Province-wide and local sponsors •Consistent, provincially managed prize/incentive program •Provincially marketed and integrated customer service model •Celebrity endorsement 9/17/2014 proprietary and confidential 41
- 42. What they did with email to unlock great potential… • Welcome Series oAt registration each walker received a series of 3 timed emails. oConditional content for Team Captains v. Team Members and for new Walkers. •Other automated emails sent from the system based on lack of activity for certain number of days. •Coaching Email Series 9/17/2014 proprietary and confidential 42
- 43. What you can do to unlock that event potential Focus on your top performing segments Focus on your non-performing segments Take advantage of your technology’s tool set ex automated emails Test 9/17/2014 proprietary and confidential 43
- 44. What they did with the phone to unlock potential… •Assign the top 2% of fundraisers and corporate team captains to a personal fundraising coach for monthly phone call. •Every team captain and new registered participant gets a welcome phone call. •Next 8% of top fundraisers get a personal call from their Walk Committee Chair. 9/17/2014 proprietary and confidential 44
- 45. What you can do with the phone… Focus on your top performing segments Focus on your non-performing segments Work with staff and volunteers Test using the phone and see what kind of results you get! 9/17/2014 proprietary and confidential 45
- 46. What they did with a survey to unlock event potential… •Immediately following the Walk post-event survey sent to participants •Survey includes questions about event experience, the site and online tools, as well as reasons for Walking. 9/17/2014 proprietary and confidential 46
- 47. What you can do to unlock greater potential with a survey Plan to send a post-event survey Use Survey Monkey Offer an incentive to complete Capture actionable information about participants + event experience Ask for feedback on your engagement strategies! 9/17/2014 proprietary and confidential 47
- 48. What they did with social to unlock event potential… Twitter Event hashtag •Recognize top fundraisers and teams •Post fundraising and walking tips •Encourage re- tweeting/conversation 9/17/2014 proprietary and confidential 48
- 49. Get on top of trends and good things happen! 9/17/2014 proprietary and confidential 49
- 50. 2014 Improvement for OSPCA - Event Website Best Practice •Registration - easy to find and straightforward •Donations - easy to support a participant or make a general event donation •Participant/Team Search – clear and easy to use •Top Fundraisers and Top Teams list •Funds Raised So Far or Event Goal or Thermometer •Simple Navigation: Event Information, FAQs, Contact Information
- 52. CLEAR CALL TO ACTION CLEAR CALL TO ACTION SIMPLE SITE NAVIGATION EVENT-BASED IMAGES STEWARDSHIP