This document summarizes a webinar about using data to drive fundraising strategies. The webinar discusses benchmarking fundraising performance against industry averages, reviewing past performance metrics, and identifying opportunities for growth. Specific tactics discussed include increasing the percentage of registrants who fundraise, helping good fundraisers raise more, and setting goals based on an organization's unique strengths. The webinar is part of a series providing tips on using data and engagement to improve peer-to-peer fundraising.

1. The Skinny on Strategy
Using Data to Drive
Your Strategies

2. Kathryn Hall
Sr. Client Success Manager
Blackbaud
Amy Braiterman
Principal Strategy Consultant
Blackbaud
Your Hosts:

3. Join us for the rest of the series
• The Skinny on Strategy: Using Data to Drive Your Strategies
Tuesday, May 12 | 1:30–2:00 p.m. ET
• The 411 on Engagement: Learning Online Fundraising “Tells”
Tuesday, May 19 | 1:00–1:30 p.m. ET
• Event Websites—The Situation Room: Must-Haves and Don’ts
Thursday, May 21 | 2:00–2:30 p.m. ET
• Messaging Mojo: Making Over Your Emails
Tuesday, May 26 | 1:30–2:00 p.m. ET
• Talk Data to Me: Preview of the new P2P Fundraising Study!
Thursday, May 28 | 2:00–3:00 p.m. ET

4. When do I actually have the time
to get fab?
Planning /
Ramp Up
ExecutionWrap Up

5. Tone Your Data Game
• Benchmark your campaign performance against
industry averages
• Understand your campaign’s performance over time
and opportunities for growth
• Identify prime audiences for recruitment and cultivation
• Develop coaching strategies to maximize participant
fundraising behaviors

6. Master Your Own Stats
• Before your campaign starts, review
your data from the previous three years,
if available. Look at key metrics:
• Event-level data:
– Online and offline fundraising growth
– Participation growth
– Retention rates
• High-level fundraising performance metrics:
– Average gift amount
– Average value per participant
– Percent of participants fundraising

7. Review Industry Benchmarks

8. Benchmarks help you uncover
opportunities… if you use
them right

9. At a Glance: Sample Walk Program
P2P Fundraising Scorecard
Total
Online
Revenue
• 8% YOY
increase
Percent of
Fundraisers
• 2% YOY
• 31% of Walk
Registrations
Fundraise
Online
Average
Raised Online
• $57.40
raised per
participant
Good Could be better Needs Improvement

10. “Makeover” Starts Here
• KPI: 10% growth in online fundraising
• Calculation:
– How many online fundraisers will you need?
– What should their average funds raised be?
• Tactics:
– We will do X to convert more participants to fundraisers
– We will do Y to retain more team captains and top
fundraisers
– We’ll enhance our coaching strategy to help average
fundraisers become great fundraisers

11. Sample Walk:
Total Online Revenue
KPI 1: Walk is growing; eight percent year
over year! But, we want to keep growing.
Where is the opportunity for our program?
Begin by breaking down online revenue into
different buckets:
• Fundraising: Online Donations
• Personal Donations made during the
registration
• Registration Fees
 This is your new baseline moving forward.
80% of revenue from fundraising.
Data from 2014 Peer to Peer Fundraising Study. Coming soon!
81%
16%
3%
P2P Walk Benchmark:
Revenue Distribution
Online Donations Personal Donations
Registration Fees

12. Benchmark: Sample Walk
Total Online Revenue
76%
24%
Walkers New vs. Returning
P2P Benchmark
New Returning
KPI 1: Walk is growing 8% year over
year! But, we want to keep growing.
Where is the opportunity for our
program?
Hint: Event revenue growth came from
a 25% increase in registrations!
Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!

13. Benchmark: Sample Walk
Total Online Revenue
76%
24%
Walkers New vs. Returning
P2P Benchmark
New Returning
What do we know about
New vs. Returning Participants?
• Returning walkers use online tools:
 19% of returning walkers send emails
compared to 7% of new walkers
• Returning walkers raise more online:
 $147.70 compared to $37.43 raised
by new walkers
• Returning receive larger online
donations:
 $69.36 compared to $54.30 received
by new walkers
Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!

14. Benchmark: Sample Walk
Total Online Revenue
76%
24%
Walkers New vs. Returning
P2P Benchmark
New Returning
Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!
15%
19%
24%
15%
18%
20%
0%
5%
10%
15%
20%
25%
30%
2011 2012 2013
3 Yr Trend: P2P Benchmark vs.
Sample Walk
P2P Benchmark Sample Walk

15. How about Cycling Events?
Is this an area of opportunity?
42% 40% 41%
51%
0%
10%
20%
30%
40%
50%
60%
2012 2013 2014 Industry
Benchmark
% of Riders Who Return Online
Hmm… We have
room to improve
here!

16. Benchmark: Sample Walk
Participants Fundraising
Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!
30%
70%
Registered Walkers
Fundraisers Non-Fundraiser
KPI 2: Walk is growing; 31% of registered
walkers are fundraisers! We beat the
benchmark. But, we want to keep growing.
Where is the opportunity to grow?
More about the event:
• Steady increase in percent of participants
fundraising in the last three years.
• We’ve increased our focus on participants
making a personal donation during the
registration process.

17. Benchmark: Sample Walk
Online Registrations vs. Fundraisers
69%
19%
12%
New P2P Benchmark:
Registered Walker by Donations
Received
Zero 1 Donation 2+ Donation
Data from 2014 Peer to Peer Fundraising Study. Coming soon!
69%
21%
10%
Sample Walk: Registered
Walker by Donations Received
Zero 1 Donation 2+ Donation

18. Benchmark: Sample Walk
Online Registrations vs. Fundraisers
Data from 2014 Peer to Peer Fundraising Study. Coming soon!
KPI 2: Percent of Fundraisers
• Asking participants to make a personal donation
is a great tactic to reduce $0 Walkers.
• But, making donation during registration does
not make someone a fundraiser.
How do you increase percent of fundraisers?
• Look at your event website, is it clear this is a
fundraising event?
• Make the registration process work for you;
messaging around fundraising goal
• Segment your participants:
• Develop a communication plan for
participants who donate during registration
• 1st Follow Up message, post registration
should acknowledge their donation
69%
21%
10%
Sample Walk: Registered
Walker by Donations Received
Zero 1 Donation 2+ Donation

19. • KPI 3: Average amount raised by participant -
$57.40 meets P2P Walk Benchmark
• Questions to ask:
– What is the average raised by typical fundraisers?
– What is the average raised by top fundraisers?
Benchmark: Sample Walk
Amount Raised by Participants

20. • Our goal is to help our good
fundraisers become great fundraisers
• Strategy: Develop a multi-channel
communication plan that targets
fundraisers (2-4 Online Donations)
• Tactics: email segmentation, online
badges, fundraising coaches,
milestone messages
• Learn more! Join us for
The 411 on Engagement: Learning
Online Fundraising “Tells”
Tuesday, May 19 | 1:00–1:30 p.m. ET
Benchmark: Sample Walk
Amount Raised by Participants
$50.73 $56.50 $57.45
$148.89 $150.59 $151.66
$701.25 $704.89 $710.00
$0.00
$100.00
$200.00
$300.00
$400.00
$500.00
$600.00
$700.00
$800.00
$900.00
$1,000.00
2011 2012 2013
Top Fundraisers (5+ Online Donations)
Good Fundraisers (2-4 Online Donations)
All Participants

21. “Drab to Fab” To Do List
Make a date with yourself, after your
season, to really dig into your numbers
Choose “3” areas for strategic
enhancements and outline your tactics
for “fab” results for the coming season
Check back against your goals during
the season. Adjust as necessary.

22. Set Goals Based on Who You Are
• Benchmark against yourself
• If you’re a zebra, be a zebra - Make the right choices
regarding KPIs for you.

23. Thank you! Join us
for the rest of the series
• The 411 on Engagement: Learning Online Fundraising “Tells”
Tuesday, May 19 | 1:00–1:30 p.m. ET
• Event Websites—The Situation Room: Must-Haves and Don’ts
Thursday, May 21 | 2:00–2:30 p.m. ET
• Messaging Mojo: Making Over Your Emails
Tuesday, May 26 | 1:30–2:00 p.m. ET
• Talk Data to Me: Preview of the new P2P Fundraising Study!
Thursday, May 28 | 2:00–3:00 p.m. ET
Accessorize your peer-to-peer program with tips from the ebook.
Get it today!