The document discusses strategies for optimizing peer-to-peer fundraising campaigns. It recommends establishing clear goals, determining the right mix of DIY, endurance, and signature event programs, integrating peer-to-peer efforts with organizational communications and staffing, focusing on effective recruitment and retention tactics like recognition and impact stories, and pairing peer-to-peer with crowdfunding to maximize participation and results. Presenters Miriam Kagan and Rachel Armbruster then take questions on optimizing peer-to-peer campaigns.

1. How to Grow and Optimize Your
Peer-to-Peer Campaigns
1

2. Confidential document: Kimbia Inc. 2014
Agenda
2

3. Confidential document: Kimbia Inc. 2014
Presenters
Miriam Kagan
Senior Fundraising Principal
Kimbia
3
Rachel Armbruster
President
Armbruster Consulting Group

4. Confidential document: Kimbia Inc. 2014
Peer-to-Peer Strategy
4

5. Determining the Right Peer-to-Peer Strategy
to Reach Your Revenue Goals
Confidential document: Kimbia Inc. 2014
5

6. Confidential document: Kimbia Inc. 2014
Strategy
• Establishing goals and expectations for your
Peer-to-Peer program
• Transition each element from reactive to
proactive
• Determine the right mix of Peer to Peer
programs:
• DIY
• Endurance
• Signature Events

7. Confidential document: Kimbia Inc. 2014
DIY
• Timeline for building the program as it proves
successful
• Create a sense of community from the start
• Connection to the brand
• Super volunteers
• Efficient if appropriate toolkits and e-communications
plan utilized
• E-comm schedule should include milestones

8. Confidential document: Kimbia Inc. 2014

9. Confidential document: Kimbia Inc. 2014
Endurance
• Greater competition among NPOs
• Determine structure including number of events,
virtual vs. real team, DIY, etc.
• Integrate experiential and mission-focused incentives
• Lower retention so acquisition needs to be a priority
each season
• Utilize virtual program to identify potential team events
• Consider For Benefit Of (FBO) opportunities as the
program matures

10. Signature Events
• Higher risk but also larger potential revenue
long-term
• Provides a platform for engagement and is a
catalyst for increased involvement
• Event strategy must consider locations, growth,
staffing, etc.
• Encourage partnerships to reduce production
efforts and focus on relationships
Confidential document: Kimbia Inc. 2014

11. Confidential document: Kimbia Inc. 2014

12. Confidential document: Kimbia Inc. 2014
Integration of
Peer-to-Peer
Within Your Organization
12

13. Confidential document: Kimbia Inc. 2014
Integration
• Peer-to-Peer provides interactive engagement options for
previously untouched audience segments (programs,
volunteers, major donors, etc.)
• Integrate into the organization’s communication calendar
• Evaluate how you are integrating this giving option online
• Develop a specific communication plan for your Peer-to-Peer
participants
• Social media integration including Peer-to-Peer content (stories
of success, recruitment, reminders)
• Dedicated staffing with understanding of resources and best
practices
• Work with corporate team to integrate sponsorship and team
engagement
• Transition from volunteers fundraising to an established

14. Peer-to-Peer Tactics
Confidential document: Kimbia Inc. 2014
14

15. Confidential document: Kimbia Inc. 2014
Recruitment and Retention
Roadmap for Success
15

16. Confidential document: Kimbia Inc. 2014
Recruitment
• Request for Information
(RFI)
• Facebook
• Cross promotion
• Website
• One on one recruitment
• Events
• Incentives including
referrals, discounts, etc.

17. Confidential document: Kimbia Inc. 2014
Retention
• Recognition
• Recruitment onsite or
immediately following
successful campaign
• Stories of impact
• E-communications by trigger,
not by Day Zero
• Drive specific actions
• Your constituents are mobile:
are you?
• Incentives

18. How to Use an Event Within the Event to
Acquire Participants, Boost Income, and Stay
Top of Mind with Your Peer-to-Peer Audience
Confidential document: Kimbia Inc. 2014
18

19. Confidential document: Kimbia Inc. 2014

20. Wrap-Around Events
• DIY campaigns and
mini-campaigns
• Endurance
 Orientations
 Training events
 Alumni gatherings
• Signature Events
 Team Week
 Adrenaline
campaigns
Confidential document: Kimbia Inc. 2014

21. Confidential document: Kimbia Inc. 2014

22. Confidential document: Kimbia Inc. 2014
Registration Friction
• How many steps
does your registration
process have?
• Why?
• Measure the impact

23. Confidential document: Kimbia Inc. 2014

24. Confidential document: Kimbia Inc. 2014

25. Confidential document: Kimbia Inc. 2014
Make It Easy
• Automatically
create personal
pages
• Don’t
overcomplicate
the participation
process
• Make it easy to
find

26. Confidential document: Kimbia Inc. 2014
MOBILIZE

27. Additional Resources
• Free Registration Friction Self
Assessment:
http://www.kimbia.com/event-registration-• Dallas Marathon Case Study:
http://kimbiaracing.com/case-studies/dallas-• Presentations:http://www.slideshare.
net/rkarmbruster/presentations
Confidential document: Kimbia Inc. 2014

28. Pair Peer-to-Peer and Crowdfunding
to Optimize Participation and Results
Organizations running 7 of the 10 largest Single-Day
Crowdfunding Events in history use Kimbia technology,
including Give Local America (GLA), which raised
$53,700,000 in a single day this past May.
Confidential document: Kimbia Inc. 2014
28

29. Confidential document: Kimbia Inc. 2014
Q&A
29

30. Confidential document: Kimbia Inc. 2014
www.kimbia.com
@kimbiainc
miriam@kimbia.com
@miriamkagan
www.armbrusterconsulting.com
rachel@rachelarmbruster.com
@rarmbruster
30

31. Confidential document: Kimbia Inc. 2014
Thank you!
31