oin John Haydon of Inbound Zombie as he explores how nonprofits can boost their peer-to-peer fundraising campaign with social media. John will discuss: -What it takes to identify your core supporters -How to prepare your community for peer-to-peer fundraising success -How to create sharable content and templates you can use -The secret behind organizing your community around scheduled social media posts

1. Getting Results with Peer-to-Peer Fundraising

2. Agenda
• Why Peer-to-Peer?
• Enlist help from your community first
• Create an event worth talking about
• Offer incentives
• Make it mobile
• Use a secret Facebook Group
• Pitch projects
• Make it personal
• Pick up the phone
Getting Results with Peer-to-Peer Fundraising

3. Why Peer-to-Peer?

4. What is Peer-to-Peer?
Getting Results with Peer-to-Peer Fundraising

5. Why Peer-to-Peer?
Getting Results with Peer-to-Peer Fundraising

6. Why Peer-to-Peer?
70% of us trust brand recommendations from friends,
but only 10% trust messages from those same brands.
- Forrester Research
Getting Results with Peer-to-Peer Fundraising

7. Why Peer-to-Peer?
The average donor gives $50
while the average fundraiser
raises about $500.
Getting Results with Peer-to-Peer Fundraising

8. Why Peer-to-Peer?
• Reach exponentially more people
• Raise exponentially more money
• Acquire exponentially more donors
Getting Results with Peer-to-Peer Fundraising

9. Why Peer-to-Peer?
Getting Results with Peer-to-Peer Fundraising

10. Enlist help from your community first

11. Enlist help from your community first
Start with your
core people!
Your Community
Subscribers
Donors
Volunteers
Getting Results with Peer-to-Peer Fundraising

12. Enlist help from your community first
Past team
leaders, top
donors, top
volunteers
Your Community
Subscribers
Donors
Volunteers
Getting Results with Peer-to-Peer Fundraising

13. Enlist help from your community first
They will be
asking their
friends to
donate!
Your Community
Subscribers
Donors
Volunteers
Your Network
Your community’s
family, friends and
acquaintances
Getting Results with Peer-to-Peer Fundraising

14. Create an event worth talking about

15. Create an event worth talking about
from Blackbaud
Getting Results with Peer-to-Peer Fundraising

16. Is your event worth sharing with friends?
Getting Results with Peer-to-Peer Fundraising

17. Is your event worth sharing with friends?
Getting Results with Peer-to-Peer Fundraising

18. Offer incentives

19. Is your event worth sharing with friends?
Getting Results with Peer-to-Peer Fundraising

20. Make sure it’s mobile

21. Make sure it’s mobile
Getting Results with Peer-to-Peer Fundraising

22. Make sure it’s mobile
Getting Results with Peer-to-Peer Fundraising

23. Create a secret Facebook Group for core supporters

24. Create a secret Facebook Group
Getting Results with Peer-to-Peer Fundraising

25. Create a secret Facebook Group
Getting Results with Peer-to-Peer Fundraising

26. Smart analytics and email marketing

27. Smart analytics and email marketing
“People created pages, but aren’t raising money!”
- Suzanne Tierney, Lupus Greater Ohio
Getting Results with Peer-to-Peer Fundraising

28. Smart analytics and email marketing
• Create a drip campaign targeting people who created but abandoned pages.
• Acknowledge that fundraising is hard.
• Personalize the email with friends name.
Getting Results with Peer-to-Peer Fundraising

29. Smart analytics and email marketing
50% finished creating a page and raised money!
Getting Results with Peer-to-Peer Fundraising

30. Pitch projects, not funds

31. Pitch projects, not funds
Getting Results with Peer-to-Peer Fundraising

32. Make it personal

33. Make it personal
Getting Results with Peer-to-Peer Fundraising

34. Make it personal
Getting Results with Peer-to-Peer Fundraising

35. Pick up the phone

36. Pick up the phone
Calling people to say thanks:
• Increases retention by 20%
• Increases revenue by 20%
• A message is 25% as effective as a live call.
- Chuck Longfield, Chief Scientist at Blackbaud
Getting Results with Peer-to-Peer Fundraising

37. How to get more
Subscribe to my blog
Like the Nonprofit Facebook Page
Getting Results with Peer-to-Peer Fundraising

38. Who is this guy?
Founder: Inbound Zombie - a non-profit social media consultancy in
Cambridge, MA and the Social Media Fundraising Club.
Trainer: Charityhowto and MarketingProfs.
Speaker: Nonprofit Technology Conference, New Media Expo, 140
Conference, Blackbaud BBCon, Social Media for Nonprofits Boston,
etc.
Contributing Writer: Huffington Post, SocialBrite, Care2 Frog Loop,
Social Media Today, Digital Marketing Monthly.
Author: Facebook Marketing for Dummies and All-in-One (2014).
Clients include: Oceana, EpicChange, Share Our Strength,
Environmental Defense Fund, Shriners Hospitals for Children, Bucks
County Library System, Scholastic, TechSoup, MarketingProfs,
WaterAid America, Twin Cities Habitat for Humanity, University of
Massachusetts, National Wildlife Federation and Susan G. Komen
Greater NYC.
Getting Results with Peer-to-Peer Fundraising