Are you ready to create a communications plan that speaks to different audiences in the way they’ll hear it best? Are you ready to create a plan to increase participation and revenue? This is the Voice! In this pre-conference workshop, our team of coaches will help you find your voice. After an initial introduction on what’s needed to create a multi-channel marketing and communications plan, we’ll break out into small groups. Each group will be paired with a coach to help you get started on building your plan based on your program’s purpose and goal. Next, we’ll identify communication segments and your target audience. Our goal is to find the right message to communicate to each audience segment. By the end of this workshop, you’ll have built the foundation for or refined your communication plan and know how best to use the tools like email, social media, one-to-one conversations, and group sessions to increase participants, donors, and supporters of your cause. Find your voice and have the right message delivered in the best way to produce stellar results.

1. The Voice: Inspiring Peer-to-Peer
Participants to Take Action!
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2. 2

3. 3

4. 4

5. WHY DIDN’T YOU FUNDRAISE
No one
asked
me to
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6. WHY DIDN’T YOU FUNDRAISE?
Fundraising seemed challenging 8%
I didn’t know I was supposed to 17%
#1 No one asked me to 47%
I didn’t feel comfortable asking 18%
#2 Asked to be a team member 33%
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7. WHAT DOES THIS TELL US?
TWO
Separate
Participation Fundraising
Tasks
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8. WHY DID YOU FUNDRAISE
My Friend/
Family
asked
me to
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9. WHY DID YOU FUNDRAISE?
Organization made it clear 24%
My work asked me to 18%
My friend/family asked me to 44%
To earn an incentive prize 8%
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10. HAS A FRIEND ASKED YOU TO DONATE TO THEIR
FUNDRAISING EFFORTS?
Did you
donate? No
No
12%
42%
Yes
88%
Yes
58%
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11. WOULD YOU HAVE DONATED TO THIS CAUSE IF
SOMEONE OTHER THAN A FRIEND ASKED?
Yes
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12. WHICH WAS MORE INFLUENTIAL IN DECIDING
THE AMOUNT?
Organization’s
Cause
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13. WOULD YOU DONATE AGAIN IF YOU RECEIVED A
SOLICITATION FROM THIS ORGANIZATION?
Yes
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14. THE P2P VOICE
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15. WHO DO YOU WANT ON YOUR TEAM?
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16. WHO DO YOU WANT ON YOUR TEAM?
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17. WHO DO YOU WANT ON YOUR TEAM?
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18. MAKE YOUR PITCH: WHAT’S YOUR VISION
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19. EMOTION
1.26
2.34
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20. 7 to 12
impressions
or touches for
a marketing
message to be
remembered
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21. EMAIL ALONE
IS NOT A
CULTIVATION
STRATEGY
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23. BLACK DOG WALK
Black dogs often languish much
longer in shelters or tragically get
put down because they are slower
to be adopted.
Big Black Dog Foundation funds
education and extra efforts to
foster and promote adoption of
black dogs & cats.
The Black Dog Walk is the
foundation’s signature fundraising
event. It’s a non-competitive 3 mile
walk. And, Yes…dogs of all colors
are welcome. Cats, too!
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24. BLACK DOG WALK - DETAILS
• Total Participants: 2,800 humans, 1,450 dogs, 3 cats
• Total Teams: 280
• Percentage of zero dollar participants: 46%
• Amount raised in 2012: $680,000 (11% growth)
• Overall Retention Rate: 25%
• Growth in # participants: 15%
• Average online gift size: $56
• Participants who raise $ online: 32%
• Average $ raised per participant: $60
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25. YOUR EVENT STARS …
Returning Returning New
New Non-
Team Non- Team Donors
Leader
Leader Leader Leader
AKA, Your Segments
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26. HOW TO MAKE STARS OUT OF ALL OUR
BLACK DOG WALKER?
1. RECRUITING STARS
2. COACHING STARS
3. LONG TERM STARS
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27. BLACK DOG WALK COMMUNICATIONS TOOLKIT
• Retention, Recruitment and Engagement Emails
• Social Media – YouTube, Facebook, Twitter
• Participant emails
• Fundraising contests, prizes, challenges
• Website
• Phone calls
• Group meetings - In person and on phone
• Free media placement – newspaper, TV, radio, blogs
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28. BREAK OUT GROUPS
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29. KEEP LEARNING: PEER-TO-PEER SESSIONS
It’s a Science, no it’s an Art; Actually it’s both
Part 1: The Science of Peer-to-Peer Fundraising
Sunday,4:15pm, National Harbor 12 Don’t forget to
Peer-to-peer fundraising is the perfect storm of science stop by the
and art. In this session, we’ll focus on the science of P2P interactive
fundraising to increase revenue. We’ll start with
booth! Meet
reviewing by current rends in the marketplace. After
uncovering P2P trends, we’ll help you identify game speakers, ask
changers and discuss how you can use your data to questions and
increase revenue. have fun!
Part II: The Art of Peer-to-Peer Fundraising;
Cultivating P2P Participants
Monday, 10:00 am, National Harbor 12
Does it feel like every year you’re constantly working to
acquire new participants? Did you know most of your
prior year fundraisers will not return? In this session,
we’ll discuss and learn how to cultivate, inspire and
retain your peer-to-peer participants.
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30. TWEETERS USE HASHTAGS:
#bbcon
#bbinteractive
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