The document discusses peer-to-peer fundraising for YMCA organizations. It defines peer-to-peer fundraising as recruiting campaigners to ask their peers to donate to their YMCA. Peer-to-peer fundraising can take place all year long and involves setting up personal fundraising pages for campaigners on an online fundraising platform. The document provides tips on how to implement an effective peer-to-peer fundraising strategy, including using email and social media to promote campaigns and making the process easy for campaigners and donors.

1. Jori Taylor
Senior Consultant
Blackbaud
@JoriKTaylor

2. The Challenge
In a January 2013 survey to the
YMCA Movement and Associations, 53%
of the respondents expressed a need for
personal fundraising pages
The Movement appreciates the need for
peer to peer fundraising

3. Peer to Peer Fundraising
What is it?
Why do it?
Who does it?
When to do it?
How to do it?
Where to start?

4. What is it?
When to do it?
Recruit campaigners to ask their peers
to donate to their YMCA.
Donors
CampaignersYMCA

5. It’s NOT just about events anymore.
(And you, the YMCA, already know this.)

10. Why do it?
The power of the P2P ask.
That’s why.
Mom
Grandparents
Big Sister
Best Friend

11. 1 in 4
number of fundraising emails
from an organization
that result in a donation
1 in 1250
2011 eNonprofit Benchmark Study; Data provided by Blackbaud and RunWalkRide Fundraising Council.
number of fundraising emails
from a P2P fundraiser
that result in a donation

12. CAMPAIGNERS DONORS

13. CAMPAIGNERS DONORS

14. CAMPAIGNERS DONORS

15. Who does it? It takes all kinds of kinds.
Board
Members
Staff &
Volunteers
Y Members Program
Participants
Alumni

16. MISSION

17. Gen XGen Y
72%
88%
Boomers Matures
Donated to an Organization
60% 59%
Blackbaud’s Next Generation of American Giving
1981-1995 1965-1980 1946-1964 1945-earlier

18. Gen XGen Y
43%
46%
35%
30%
Boomers Matures
Fundraised on Behalf of an Organization
1981-1995 1965-1980 1946-1964 1945-earlier

19. MORE ON MILLENNIALS…
willing to raise
money on
behalf of a
nonprofit they
care about
70%
fundraise for a
traditional event
(run, walk, ride)
64%
prefer asking
people to
donate to a
designated
nonprofit in lieu
of physical gifts
46%NOT afraid to
ask family and
friends for
money when
they feel
strongly about a
cause
45%
2013 Millennial Impact Report

20. Let’s not forget about youth P2P fundraising

21. Trick-or-Treat
For UNICEF

22. Jump Rope
For Heart

23. St. Jude
MATH-A-THON

24. How to do it? Make it easy and set expectations.
easy-to-use campaign website
simple, online registration process
online fundraising tools
social sharing
email strategy

25. Evolved from
pledge forms…

26. To personal webpages

28. PARTICIPANT CENTER
edit personal/team pages
email tool
gift entry tool
social sharing options
messaging area
news feed

30. Be social. Allow others to be social.
(It’s not just about you, it’s about them too.)

31. harvesting
content originating from
the organization and
posted on social media
seeding
content originating from
supporters, which the
organization shares or
retweets

33. Email strategy.

35. 22% increase in overall fundraising
31% increase in online fundraising
20% increase in average gift

36. inaugural event
raised over $230,000
registered 580 participants

37. Personal Progress Update

38. Personal & Team Report

39. Call-to-action for the Team Captain

40. When to do it?
When to do it?
All year long!

41. Where to start? Survey! Review! Plan! Get online!
identify opportunities
survey your campaigners
define your outcomes
know your numbers
invest in an online solution

42. REGISTRATION REVENUE RETENTION
3

44. Benchmark your YMCA’s fundraising efforts:
www.blackbaud.com/blackbaudindex
Next Generation of American Giving
www.blackbaud.com/nonprofit-resources/generational-giving-report
Next Generation of Canadian Giving
https://www.blackbaud.com/nonprofit-resources/generational-giving-
report-canada
2013 Millennial Impact Report
http://www.themillennialimpact.com/research