Redefining Peer to Peer Fundraising
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This document contains a presentation from the Blackbaud Enterprise Customer Summit on redefining peer-to-peer fundraising. It discusses benchmark data analyzing over 1,275 organizations and 28,000 fundraising events. Key findings include that only 27% of participants fundraise online and the top 3% of fundraisers generate over half of the nearly $1 billion raised annually. The presentation examines how the American Diabetes Association transformed their program by focusing on high-quality leaders rather than quantity, confronting the fact that most money comes from a small group, and staying true to their mission in peer-to-peer fundraising.
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Redefining Peer to Peer Fundraising
- 1. Blackbaud Enterprise Customer Summit REDEFINING PEER-TO-PEER FUNDRAISING Amy Braiterman
- 2. Blackbaud Enterprise Customer Summit AGE OF ENLIGHTENMENT May 2013 2
- 3. Blackbaud Enterprise Customer Summit RUN WALK RIDE TOP 30 FUNDRAISING PROGRAMS May 2013 3
- 4. Blackbaud Enterprise Customer Summit 2012 RUN WALK RIDE TOP 30: MORE PEOPLE LESS EVENTS May 2013 4
- 5. Blackbaud Enterprise Customer Summit BROADER VIEW OF THE INDUSTRY Peer to Peer Benchmarking Report • 1,275 organizations • 28,000 events • Events occurred in both 2010 &2011 • Nearly $1 billion in online fundraising each year • Metrics listed in Median Values May 2013 5
- 6. Blackbaud Enterprise Customer Summit BROADER VIEW OF THE INDUSTRY May 2013 6
- 7. Blackbaud Enterprise Customer Summit HOW MUCH ARE DONORS GIVING? May 2013 7
- 8. Blackbaud Enterprise Customer Summit WHO’S RAISING MONEY Overall Fundraising Online Fundraising Fundraisers 30% NonFundraisers 70% NonFundraisers 73% Percentage of Participants Who Raise Money Online Runs / Walks with Reg Fee Runs / Walks with no Reg Fee Cycling Events Long Distance Runs / Walks May 2013 Fundraisers 27% 8 Median 24.76% 26.73% 68.57% 58.10%
- 9. Blackbaud Enterprise Customer Summit ONLINE FUNDRAISING 5 YEAR TREND Percent of Participants with 1+ Online Gift 30% 29% 29% 29% 28% 28% 28% 27% 27% 27% 27% 27% 26% 26% 25% National Events May 2013 9
- 10. Blackbaud Enterprise Customer Summit RETURNING VS. NEW PARTICIPANTS May 2013 10
- 11. Blackbaud Enterprise Customer Summit FUNDRAISERS VS. PARTICIPANTS May 2013 11
- 12. Blackbaud Enterprise Customer Summit FUNDRAISING BY PARTICIPANT ROLES May 2013 12
- 13. Blackbaud Enterprise Customer Summit WHAT WE KNOW ABOUT FUNDRAISING? • We know how to raise money. • We’re good at raising money. • Why aren’t we increasing? May 2013 13
- 14. "This is the biggest new product introduction for KFC in modern times,” John Cywinski, President, KFC U.S. Blackbaud Enterprise Customer Summit “Provide products that are more contemporary” “Transform how people think about the brand” May 2013 14
- 15. Blackbaud Enterprise Customer Summit What changes have you made to your peer to peer program in the last 5 years? In the last 2 years? Is your strategy different today? May 2013 15
- 16. Blackbaud Enterprise Customer Summit GOOD TO GREAT May 2013 16
- 17. Blackbaud Enterprise Customer Summit GOOD TO GREAT IN P2P FUNDRAISING 2012 Run Walk Ride Top 30 American Diabetes Association 0 May 2013 5 10 Local Endurance Event 15 20 17 25 30 35
- 18. Blackbaud Enterprise Customer Summit WHAT IT TAKES TO GO FROM GOOD TO GREAT May 2013 18
- 19. Blackbaud Enterprise Customer Summit FIRST WHO THEN WHAT May 2013 19
- 20. Blackbaud Enterprise Customer Summit AMERICAN DIABETES ASSOCIATION: FIRST HOW THEN WHAT “We didn’t get more resources, we got smarter with how we used our resources. Everyone plays a role to support the events” ~Kate Giblin-Rooper Events Team May 2013 IT / S Marketing 20 Executive Leadership
- 21. Blackbaud Enterprise Customer Summit CONFRONTING THE BRUTAL FACTS May 2013 21
- 22. Blackbaud Enterprise Customer Summit CONFRONTING THE BRUTAL FACTS: P2P Percent of Participants with 1+ Online Gift 30% 29% 29% 29% 28% 28% 28% 27% 27% 27% 27% 27% 26% 26% 25% National Events May 2013 22
- 23. Blackbaud Enterprise Customer Summit CONFRONTING THE BRUTAL FACTS: P2P Zero Online Gifts 1-4 Online Gifts 5+ Online Gifts LEADERS 7% Participants = 0% - Revenue 6% Participants = 10%- Revenue 3% Participants = 27% Revenue TEAM MEMBERS 53% Participants = 0% - Revenue 27% Participants = 34% Revenue 3% Participants = 28% Revenue May 2013 23
- 24. Blackbaud Enterprise Customer Summit AMERICAN DIABETES ASSOCIATION: CONFRONTING THE BRUTAL FACTS Total # Leaders with Leaders $ American Heart Walk Arthritis Jingle Bell Run Arthritis Walk March of Dimes Walk NMSS Walk NMSS Challenge NMSS Cycle 75,193 6,393 7,454 41,450 28,430 443 7,859 Quality vs. Quantity May 2013 24 45,637 6,024 5,787 25,822 22,917 419 7,108 $0 Leaders 29,556 369 1,667 15,628 5,513 24 751 % Leaders with $0 39% 6% 22% 38% 19% 5% 10%
- 25. Blackbaud Enterprise Customer Summit HEDGEHOG: IT’S WHAT YOU DO May 2013 25
- 26. Blackbaud Enterprise Customer Summit May 2013 26
- 27. Blackbaud Enterprise Customer Summit AMERICAN DIABETES ASSOCIATION: HEDGEHOG & P2P May 2013 27
- 28. Blackbaud Enterprise Customer Summit AMERICAN DIABETES ASSOCIATION: GOING FROM GOOD TO GREAT If we were content with what we’re doing today, we’d be doing a disservice to our constituents ~ Kate Giblin-Rooper May 2013 28
- 29. Blackbaud Enterprise Customer Summit I ATE THE BONES May 2013 29
- 30. Blackbaud Enterprise Customer Summit THANK YOU! QUESTIONS? May 2013 30
Editor's Notes
- The Age of Enlightenment (or simply the Enlightenment or Age of Reason) was a cultural movement of intellectuals in the 17th and 18th centuries, which began first in Europe and later in theAmerican colonies. Its purpose was to reform society using reason, challenge ideas grounded in tradition and faith, and advance knowledge through the scientific method. It promoted scientific thought, skepticism and intellectual interchange and opposed superstition,[1] intolerance and some abuses of power by the church and the state.Originating about 1650 to 1700, it was sparked by philosophers Baruch Spinoza (1632–1677), John Locke (1632–1704), Pierre Bayle (1647–1706), Voltaire (1694–1778) and physicist Isaac Newton(1643–1727)[2]. Ruling princes often endorsed and fostered figures and even attempted to apply their ideas of government in what was known as enlightened absolutism. The Scientific Revolution is closely tied to the Enlightenment, as its discoveries overturned many traditional concepts and introduced new perspectives on nature and man's place within it. The Enlightenment flourished until about 1790–1800, after which the emphasis on reason gave way to Romanticism's emphasis on emotion, and a Counter-Enlightenment gained force
- Increased Sample size Orgs: 48 to 1,275 orgs Events: 1,845 to 28,000 events
- Team captains – super successful! Team members and individual mirror images
- Biggest new product intoTransforms how people think about the brand - we’re on a mission to change how people think of usTest market results – amazingAddressing the perception head on that their no more bones "Younger people don't tend to be fans of bones -- they've grown up with nuggets," said KFC spokesman Rick Maynard, referring to people in their 20s and 30s. Although KFC has more than 18,000 locations worldwide, the boneless chicken will only be offered in its 4,500 U.S. locations. Howard Penney, a food industry analyst for Hedgeye Risk Management, noted that KFC has been struggling in the U.S. and that it has nothing to lose with the latest move. Even in the wings category, Penney noted that boneless varieties have been growing in popularity."People don't want to have to deal with the bones," Penney said
- Local event in 5th year – expect grow – $16MMy focus in on national event programs – these programs are experiencing moderate growth, flat or declining. Why?ExplainADA as an example – saw greatest growth in 2012 compared to other national special events programs. I wanted to understand why? When Jim Collins identify G to G companies their was an obvious spike in growth. I had a similar reaction, when I looked at the RWR 30 numbers… they’re had to more to the ADA story. Why when everyone else is declining or flat they’re growing?
- Leaders & non- leaders
- ADA Got the Facts:Participated in donorCentrics P2P Benchmarking GroupConnected with Peers & Blackbaud ConsultantsSpent time understanding the numbers Online analysis:Who’s fundraising?Who’s donating?How are people fundraising?How much are people raising?Built a plan based on what we learned; the plan is fluid.
- Red Riders Red StridersChampions