Peer-to-Peer Fundraising

Learn about how to use peer-to-peer fundraising to help your nonprofit in the Fundraising Day NY 2012 presentation!

Optimize and Innovate
Peer-to-Peer Events

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Presenters

Melissa Lee Kelley Stewart
Account Director Vice President
SankyNet Pursuant Ketchum
@expetesso @twitterhandle

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What is Peer to Peer?
Forget about “Best Practices”.

Forget about your “Competition”.

Before you get excited, ask:

What role does Peer to Peer play
in MY portfolio?

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Conversion
Prospects Active Participants

Prospects, in this sense, are:
• Registered Leaders who aren’t recruiting
• Registered Participants who aren’t
fundraising

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Conversion
Prospects Active Participants
Provide access to information & tools via low-touch vehicles

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Conversion
Prospects Active Participants
Then follow-up via high-touch vehicles to gauge effectiveness

• Indicate what you’ve observed.
• Give the person time to respond
with information.
• Score their response, and support
them as necessary.

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Reactivation
Lapsed Participants Active Participants

1. Assume everyone will lapse.
2. Begin reactivation efforts immediately – with the post-event Thank You.
3. Score as you go.

• Event After Party
• Post-Event Thank You
• Survey about the Event
• Social Media touches
• Email Invitation series
• Direct Mail Invitation (singular or series)
• Telephone Invitation

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Reactivation
Lapsed Participants Active Supporters

If scoring indicates that a contact will not reactivate as a participant, focus
your efforts on winning them to the organization in new ways.

• Survey about the Organization
• Connect them to staff or volunteers

DO NOT sit on lapsed participants
whom you know to be organizational
prospects.

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Upgrade
Peer to Peer Donor Organization Donor

Peer-to-Peer donors usually have an
affinity to your cause, but they give to their
friends, not to your organization.

So don’t treat them like your donors.

Take some time to cultivate them
independently, first.

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Upgrade
Peer to Peer Donor Organization Donor

• Thank them for what they’ve done.
• Acknowledge the connection to
their friend.
• Build a connection to the people
who benefit from your organization.

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Upgrade
Peer to Peer Donor Organization Donor
• Tell stories about your work.
• Track the interest and engagement
of individuals over time.

Which story attracted
attention from your
peer-to-peer donor?
Use the information to
target your appeal.

• Use what you learn to inform very
targeted appeals 6 months later.

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Prioritization
Kelley

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