Establishing Your Peer-to-Peer Portfolio in a Connected World
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An overview of the history of online peer-to-peer (P2P) fundraising; today and some data; thought leadership; how to “improve and expand” your P2P program.
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Establishing Your Peer-to-Peer Portfolio in a Connected World
- 1. Establishing Your Peer-to-Peer Portfolio in a Connected World Prepared and Presented by: Jori Taylor and Shana Masterson
- 2. Hi! I’m Shana. At Blackbaud: Three years Hometown: Glocester, RI Specializing in P2P Fundraising since 2001 • Muscular Dystrophy Association • American Cancer Society • National Brain Tumor Society • American Diabetes Association Use data, competitive analysis, best practices, etc. to maximize P2P fundraising and participation Keynote speaker, presenter • P2P Professional Forum, Canadian P2P, NTC, AFP, Peer-to- Peer Roundtables, npNEXT Summits, Nonprofit PRO P2P, etc. Author • P2P Benchmark Studies (2014-present), Five Fundraising Fallacies, Drab to Fab P2P, npENGAGE, Team Andy, Straight Up P2P, etc. @npshana
- 3. Hi! I’m Jori. At Blackbaud: One year [+7 years] Hometown: Boulder, CO Specializing in P2P Fundraising since 2008 Help clients onboard with P2P fundraising solutions Emerging Leaders Board Member - I Have a Dream Foundation of Boulder County Fundraised for four different nonprofits in the past three years I’ll be playing the part of Maleficent on Halloween
- 4. A Brief History of Online P2P Fundraising
- 5. @npshana
- 6. @npshana
- 7. In the early 2000s, online fundraising completely changed the game for peer-to-peer campaigns. @npshana
- 8. @npshana
- 9. Disaster Fundraising 20% of Americans knew someone hurt or killed 65% of Americans made a donation This type of giving has amplified: Donor intent Expectation of transparency Demand for results @npshana
- 10. Add social media to the mix and peer-to-peer fundraising exploded. @npshana
- 11. And Then… Mainstream Crowdfunding! @YourTwitterHandleHere@npshana $0.50 0.8 2.8 6.1 16.2 34.4 0 5 10 15 20 25 30 35 40 2010 2011 2012 2013 2014 2015 Growth in Worldwide Crowdfunding (in billion U.S. dollars)
- 12. _____ “Many donors don’t seem to care whether or not a project they support is financially effective. Rather, they are swayed by attention-getting videos and sentimental stories rather than the depth of the need.” _____ Nonprofit Thought Leader New York Times 02.08.2014
- 13. _____ Established charities play a role that crowdfunding does not. They bring deep experience and knowledge to their area. People might feel a more direct connection in crowdfunding, but it doesn’t mean it’s doing the most good. _____ Nonprofit Thought Leader New York Times 02.08.2014
- 14. Today’s Trends
- 15. TREND #1 Decline of Top 30 Rise of Smaller Events
- 16. 8% (revenue top 30 events since 2012) 13/30 (were innovative events that saw growth 2015 to 2016)
- 17. Improved Communications Improved Technology Improved Fundraiser Support Improved Day of Experience Get Out of the Way
- 18. TREND #2 Nonprofits Don’t Need to be a Part To replace photo, go to insert > picture > picture from file. Crop to this shape (under picture format tab/crop). Then right click and hit “send to back” to place it behind the green footer bar.
- 19. (millennials believe they can impact an issue without relying on traditional institutions) 70%
- 21. Individuals are educated and engaged and want… from their money. TRANSPARENCY ACCOUNTABILITY IMPACT
- 22. TREND #3 Giving Online Using Mobile Crowdfunding
- 23. 47% Give Online
- 24. 62% Use Mobile
- 25. 47% Crowdfund
- 26. 64% Fundraise
- 27. What it Means Individuals see both nonprofits AND people as worthwhile causes.
- 28. _____ “Millennials’ propensity to make charitable donations online or via mobile could fundamentally change the way charitable donations are solicited and marketed.” _____ Goldman Sachs
- 29. (active nonprofits in the US) 1.8M
- 31. (adults have given to a crowdfunding campaign) 1 in 5 Source: Guidestar
- 32. Personal Crowdfunding Project-based Crowdfunding To help a person in need Creative Crowdfunding Equity-based Nonprofit [P2P] 34% 32% To fund a new product or invention For a nonprofit For a musician or creative artist To fund a business 30% 10% 68%
- 33. TRUST CRISIS IS REAL
- 34. For the fundraiser, the connection is to the cause, maybe the organization. For the donor, the connection is to the fundraiser, maybe the cause, but likely not your organization.
- 35. How can we leverage connection to cause?
- 36. Have the disease 670% Significant Other 450% Child 270% Co-worker .80% Friend .70% Healthcare provider .65% Connection to Cause vs. Average Fundraising Disease-Related Campaign @npshana
- 37. @npshana
- 39. @npshana
- 40. The Ultimate Connection P2P campaigns that embrace restricted giving and project-based fundraising enjoy increased: • Fundraising averages • Percentage of participants fundraising • Participant loyalty • Larger teams @npshana
- 41. @npshana
- 42. @npshana
- 43. @npshana
- 44. Let your FUNDRAISERS CHOOSE how their funds are spent @npshana
- 45. Establish. Improve. Expand. Your Peer-to-Peer Portfolio
- 46. Your peer-to-peer portfolio size and diversity is dependent upon: • Number of current campaigns • Success of current campaigns • Resources available @npshana
- 47. No campaigns Establish Neglected or unsuccessful campaigns Improve Successful or stagnant campaigns OR Additional budget/resources Expand Should I Diversify? @npshana
- 48. When is it time to reassess a campaign’s value…and maybe stop? Negative ROI for 2-4 campaigns while efforts to improve have been underway with proper resources allocated @npshana
- 49. Aspirational P2P Portfolio Contents Signature/ In Person • Run • Walk • Ride • Endurance • Other athletic • Other gathering Year-Round • Celebration • Birthday • Wedding • Shower • Your own • Athletic • Event • Honor/Memorial • Basic fundraising page Campaign Based • Giving day • Date/holiday driven • Virtual event • Project based @npshana
- 50. Expanding Your Portfolio The “easy” adds
- 51. _____ “DIY fundraising is a great way to harness the creativity of our supporters, but there’s a lot more involved than just making a website and letting people go to it. A solid strategy, ongoing staff involvement, and continuous promotion to our current and potential supporters are essential.” _____ Jonathan Cass World Wildlife Federation’s Panda Nation
- 52. Add P2P Component to an Existing Event • Gala • Bike Run • Sports Tournament • Fashion Show • Radiothon • Tasting Events @npshana
- 53. Simple DIY • Celebration • Honor/Memorial • Athletic • Whatever you want (incubator!) @npshana
- 54. Commandeer Date(s) as Your Own for P2P @npshana • Awareness day/week/month • Holidays • Sporting events • Create a day • Borrow a day
- 55. Look! DIY Data! For the DIY portion of the study, we reviewed 349 DIY campaigns with nearly 55,943 participants raising $9.6 million across a three-year span. http://www.blackbaud.com/peer-to-peer- study @npshana
- 56. How to Run a Successful Crowdfundraising Campaign with eTapestry and everydayhero Like this session? You’ll love these, too: Wednesday @ 3:30 pm Peer-to-Peer Fundraising Roadmap • Meeting Room 328 • Thursday @ 9:00 am Strategy + Design = TeamRaiser Success • Meeting Room 338 •
- 57. Enter for a chance to WIN A FITBIT CHARGE 2 Did you know event participants who connect their fitness trackers to their fundraising efforts raise 46% more? Grab an entry form at the back of the room and submit it at the Marketing & Engagement booth in the Innovation Expo.
Editor's Notes
- Way back machine
- According to the 2017 RWR 30 released in March, RWR events are down 8% since 2012, but this doesn’t really tell the entire picture of our industry. This same report outlined nearly half of the largest programs grew in revenue. What differentiates these programs? These programs have taken a more innovative approach to their programs and made strides to tightly marry their programs to the missions of their organizations.
- Constant innovation. There is no silver bullet.
- This is starting to show that folks are more loyal to causes than they are to organizations
- Factors Driving Crowdfunding Growth Changing demographics and consumer behavior – the ‘empowered individual’ Innovation in Crowdfunding use cases Potential for viral growth – built for sharing Strong network effects – hub and spoke drives marketplace liquidity Regulatory Changes
- As millennials increasingly replace boomers, these numbers will start to accelerate.
- According to the millennial impact report, 64% of millennials fundraised for an event in the last 12 months.
- Why did I focus on millennials? Because…as millennials increasingly replace boomers, these trends are only going to accelerate.
- You have to meet the high expectations of your constituents to or else they will look to another organization to fundraise for with a similar mission to yours. Tipping point/so much competition and not only between nonprofits, with your neighbors too…. Is there such thing as market saturation in this space? Will we see a 2008 housing crash in the nonprofit space?
- You have to meet the high expectations of your constituents to or else they will look to another organization to fundraise for with a similar mission to yours. Tipping point/so much competition not only between nonprofits, with your neighbors Is there such thing as market saturation in this space? Will we see another 2008 housing crisis in the nonprofit space?
- Projects to help a person in need – often a friend or family member -- are the most popular use of crowdfunding Personal crowdfunding quickly connects those who need help directly with those who want to help. Pew Research, The New Digital Economy, 2015
- The 2017 Edelman Trust Barometer revealed TRUST in all four institutions -- business, government, NGOs, and media -- is down. A person like your next door neighbor is now just as credible a source of information as an academic expert, a CEO, a government official, a nonprofit. We’ve had a movement moment has happened. The recent elections sparked an all time high of passion around causes, which has made a considerable impact in terms of giving and volunteering. PMK Agency surveyed 1,000 Adults in the US who had donated to a charitable cause over the past 12 months - shortly after the inauguration and Women’s March. Of those surveyed, nearly one quarter reported planning to give more, sometimes as much as double their donations to multiple causes. Most notably, 71% of people under 34 were willing to encourage friends and family to donate to causes they care about as well.
- “The organization that makes it easiest for me to do what I want, gets my money.”