For nonprofits, one of many pressing concerns arising out of the coronavirus pandemic is how to handle peer-to-peer fundraising events. In-person events are, of course, a no go for the foreseeable future. So, many organizations are looking to virtualize their events. But how can you create a P2P event experience in the virtual world that will fully engage your fundraisers? And how do you then convince constituents to not only participate, but to fundraise as well? It’s a tricky ask and we really can’t afford to screw it up. Avoid being tone deaf by fully embracing a “you-centric” method of communication that acknowledges where constituents are emotionally and provides an exciting path to meaningful action. Join Meghan Dankovich from Charity Dynamics and Turnkey’s Otis Fulton and Ryan Grosenick, as they discuss these important questions to help pivot your now virtual P2P programs to maximize fundraising during these uncertain time.

1. ©2019 Charity Dynamics – Confidential & Proprietary
Offer the Sizzle & the Steak,
But Make it All About Them:
Making Virtual Meaningful in a
Humanity-Focused Environment

2. Is it tone-deaf to be
fundraising right
now?
If not, what does
that sound like?
Should I offer a
virtual version of
my event?
If so, how do I
maximize
participation and
activation?
How do I measure
success?
And what results
can I expect?

3. 3
Today’s Speakers
Ryan Grosenick
Senior Data Analyst
Turnkey
Meghan
Dankovich
VP, Client Success
Charity Dynamics
Otis Fulton
VP, Psychological Strategy
Turnkey

4. Asking In These Unprecedented Times
Otis Fulton, Turnkey

5. POLL #1

6. What nonprofits are saying TODAY
Source: BBB Wise Giving Alliance
• 80% of charities anticipate their 2020 revenue will be lower than
expected
• 89.4% are concerned about maintaining a financially stable
organization in 2020
• 93.5% believe that donors will be less able to give

7. What donors are saying TODAY
Source: BBB Wise Giving Alliance

8. A Fundamental
Shift
*Tom Ahern in
IF ONLY YOU’D KNOWN
“Donors are not giving TO
you. They’re giving THROUGH
you, to make something
important happen.”*

9. The "Batman
Model"
- Jeff Brooks

10. NONPROFIT
SUPPORTER
The "Batman
Model"
- Jeff Brooks

11. NONPROFIT
SUPPORTER
"Please donate so we
can..."
"Help us help the
children..."
"Support this great work..."
(from Future Fundraising Now blog)

12. How most
nonprofits
talk
YOU-WHATEVER:
“We did this. We did that. We
were amazing. Oh, by the
way, thanks.”

13. This raises
much more
money
YOU-CENTRIC:
“With your help, all these
amazing things happened.
Without your help, they
won’t.”

14. Messaging
at the height
of the crisis
YOU-centricity 1.0:
“How’s your ‘YOU’ count
today?”

15. Example
Fundraising
Message
Subject: (XYZ) families are in crisis – they need your help!
Dear Margaret,
I’m reaching out to you because you’ve stood with (XYZ) through thick and thin.
Please step forward and make a gift again today. You can make such a
difference.
You’ve fought a brutal disease. Now you’re fighting two brutal diseases.
The coronavirus has hit your people hard.
Those suffering from (XYZ) are now more isolated than ever. Your gift will
protect the people you care about in this crisis.
Because of you, … (specific outcome).
Because of you,… (specific outcome)
Because of you,… (specific outcome)
Please make a gift to help (XYZ) sufferers and their families when they need it
most.
BUTTON: I’LL HELP (appears top and bottom)
Sincerely,
(individual, not the organization)
P.S. – Thank you in advance for being the light in the darkness for (XYZ) families.

16. Example
Fundraising
Message
Subject: (XYZ) families are in crisis – they need your help!
Dear Margaret,
I’m reaching out to you because you’ve stood with (XYZ) through thick and thin.
Please step forward and make a gift again today. You can make such a
difference.
You’ve fought a brutal disease. Now you’re fighting two brutal diseases.
The coronavirus has hit your people hard.
Those suffering from (XYZ) are now more isolated than ever. Your gift will
protect the people you care about in this crisis.
Because of you, … (specific outcome).
Because of you,… (specific outcome)
Because of you,… (specific outcome)
Please make a gift to help (XYZ) sufferers and their families when they need it
most.
BUTTON: I’LL HELP (appears top and bottom)
Sincerely,
(individual, not the organization)
P.S. – Thank you in advance for being the light in the darkness for (XYZ) families.

17. Example
Fundraising
Message
Subject: (XYZ) families are in crisis – they need your help!
Dear Margaret,
I’m reaching out to you because you’ve stood with (XYZ) through thick and thin.
Please step forward and make a gift again today. You can make such a
difference.
You’ve fought a brutal disease. Now you’re fighting two brutal diseases.
The coronavirus has hit your people hard.
Those suffering from (XYZ) are now more isolated than ever. Your gift will
protect the people you care about in this crisis.
Because of you, … (specific outcome).
Because of you,… (specific outcome)
Because of you,… (specific outcome)
Please make a gift to help (XYZ) sufferers and their families when they need it
most.
BUTTON: I’LL HELP (appears top and bottom)
Sincerely,
(individual, not the organization)
P.S. – Thank you in advance for being the light in the darkness for (XYZ) families.

18. Now is the time
to go YOU-CENTRIC.

19. Effects of the Coronavirus Crisis
•Isolation
•Stress
•Powerlessness

20. Effects of the Coronavirus Crisis
• Isolation – remind them that they are a part of a
community
• Stress – provide the opportunity to ”do good”
• Powerlessness – tell them what their support
accomplishes, create opportunities to take action

21. YOUR MESSAGES -
empower your
constituents
• BOY = Because of You…
• Before/After stories
• Tell them why, “YOU are
needed”
• Make them a part of
something

22. A (Clever)
Survey
Dear (firstname),
We’d like to know about how you think the
coronavirus will affect the XYZ Foundation.
Please check the statements that you agree
with below:
 Despite the coronavirus, the work of the
XYZ Foundation is important and needs
to continue.
 The XYX Foundation provides me with a
sense of community.
 Despite the coronavirus crisis, I’m still
committed to the XYZ Foundation.
Thank you for taking the time to give us your
thoughts!

23. Follow-up
message
(within 24
hours)
Dear (firstname),
Wonderful you!
Thank you for responding to the
survey we sent to our community
yesterday. What you told us was very
valuable.
As I promised in my earlier email, I
want to give you an update on XYZ’s
mission.
Because of you…
(End with request)
BUTTON: I’LL HELP (at bottom)

24. Being YOU-CENTRIC
With a Virtual Event
Meghan Dankovich, Charity Dynamics

25. POLL #2

26. To go virtual or not to go virtual?

28. Three Tips:
Fundraising Best Practices
Have Not Changed
Know Your Audience
Have a Plan

29. What Does Going Virtual Look Like? Lean on Best Practices.
Mobile Engage Innovate
Content Connect

30. It’s About Your Audience
And they want connection!
• With their passions
• With your impact
• With their networks
• With their tribe
• With their favorite technologies
The ones who will participate…
• Participate each year
• Have a strong connection to
your cause
• Are likely interested in a
physical component of the
event (run, walk, ride)
• Want to engage, but need
direction on how

31. What’s the
Plan?
What’s the
Tools?
What’s the
Experience?
Who’s in
Charge?
How Do We
Promote?
How Do We
Follow Up?
• Timeline
• Resources
• Budget
• What is the event promise?
• How to bring that to life?
• What offline elements are transferrable?
• What can you do (new) because of technology?
• PESO!
• Paid
• Earned
• Shared
• Owned
• Technology
• Marketing/Communications
• Special Features
• Program Lead
• Tech/Audio Lead
• Speaker Lead
• Participant Support
• Share moment!
• Impact
• Survey
• Thanks!
So, Have A Virtual Event Action Plan

32. Ten Virtual Event Ideas
1. Virtual Gala
2. Silent Auction
3. Voting Contest
4. Bring Back the Telethon
5. Make the Ordinary Extraordinary
6. Giving Day
7. Fundraising Challenge
8. Live Stream Your Event
9. Virtualize Existing Events
10.Amp Up Your Event with GPS
32

33. 33
Virtual can mean
real, long-term
change for peer-
to-peer
fundraising.

34. Virtual Offers Benefits For The Long-Term
34
Lower Costs Rain or Shine Scheduling Flexibility
Mission First More Inclusive Your Why Matters

35. Going Virtual Could Mean Going Bigger, If We Live & Learn
• Going virtual successfully means putting a full-
court press on going viral
• Going virtual makes participation possible for
those who have otherwise sat on the sidelines
• Going virtual means letting the mission and the
people who believe in it take center stage which
may increase funds raised per person

36. The Analytics of Going Virtual
Ryan Grosenick, Turnkey

37. What has
happened when
events go
virtual?
Not a lot of data yet, but a small sample shows:
• 30% decline in participation
• IF AND ONLY IF organization has done a good job building their
relationships
• “Slap a virtual label on it” type approaches will likely not be
successful
• Revenue change is currently up in the air & heavily
dependent on event
• Anywhere between 20-90% revenue retention
- Vickie Lobello & Megan Rouse, Turnkey Strategists

38. Ballpark Revenue Calc
Event details below are an example
Event Size
2,000 Participants
Retention Benchmark
Retention Rate @ 23%
Revenue
$150,000
No Registration Fee
Participation
No change in overall participation -30%
Change in Retention
+4% Higher Retention (23% to 27%)
Participants felt valued and supported this year
+4%
Net Revenue
26% Decrease, -$38,421
Decreased revenue, but returners help hold the line
-26%
*Note: this is an educated guess

39. 39
Turnkey Calculator
To use the Turnkey calculator please visit:
https://www.turnkeyp2p.com/revenue-calculator

40. How should
we track the
changing
fundraiser
landscape?
1. Record everything
• Pay special attention to how operations, fundraiser behaviors, and
your KPI’s change
• We can only understand the New-World Order by how it compares to
the Old-World Order
2. Pay special attention to Activation Rate, Retention Rate,
and Average Fundraising
• These metrics are closely linked to engagement, and will give us the
best sense of where fundraising is going in the future
3. Perform engagement analytics as soon as virtual events
wrap up
• The earlier we understand the effect of adjusting to the New-World
Order, the better we can redesign our events to accommodate
fundraisers

41. Questions?

42. Next Webinar: Thursday, May 7, 12pm CST
NEW!!! Boundless Motion
For more information, email us at:
info@charitydynamics.com

43. THANK
©2019 Charity Dynamics – Confidential & Proprietary
YOU