3/9/2012

1

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

10 ways to improve your Peer2Peer fundraising

More Strategic and Everyday Hero: Insights from Australia's first study of a multi charity Peer2Peer fundraising event – The Sun-Herald City2Surf 2011

Target Analytics

Blackbaud donorCentricsTM Events Benchmarking Group

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

Agenda

1. What is Peer2Peer really about

2. Insights and tips

3/9/2012

2

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

What’s Peer2Peer really all about?

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

3/9/2012

3

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

Who loves who?

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

And so the key issue is

• Understanding these people are out there fundraising on your behalf

– If there is a central organising idea binding these insights and tips it’s that we are letting some of the basic principles of fundraising fall away with our Peer2Peer fundraisers.

– How would you arm a Peer2Peer fundraiser if they were a new employee or working for a third party organisation (Face2Face) on your behalf?

– Everything we know about fundraising applies in Peer2Peer. Its just that we are influencers not the implementers

3/9/2012

4

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ngThe study ‐ why did we do it?

• 80,000 runners, 424 charities $10 million raised. In just 4 years the City to Surf has become a significant fundraising event thanks to the power of peer to peer fundraising. 

• Yet for all its success we don’t really understand why people fundraise and their motivations.

• Therefore we didn’t really understand how charities can optimise this giving channel

• Or how to really optimise the giving experience

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

©more strategic 20118

Person

Issue Activity

“Ought to” “Want to”

Suffering

Novelty

HumiliationImportance

Relevance

Urgency

Story

Boss. Client. Colleague Friend. Relative. Family

Reciprocity Personal knowledge

Level of challenge

Alignment

Issue Beliefs

Type of relationship

Good Cause

If only we knew

Suffering

Novelty

Humiliation

3/9/2012

5

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ngBy understanding motivations we 

aim to help you find

more fundraising participants.....

with higher dollar ambitions.......

asking more people......

for more donations.....

introducing more peer donors.

moremoney

more impact

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

Study overview

• Online survey

• 2 months post City2Surf

• 207 runners

• 240 donors

• All of whom who had raised money for or donated to eleven different charities of differing sizes and categories.

• Incentive $50 donation to your favourite Charity.

3/9/2012

6

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ngWho’s who?

• 65% were female in both categories with fundraisers (runners) more likely to be under 40 and professional. 

• Fundraisers claimed to be well informed and passionate about the cause they were running and over half claim to have donated or fundraised for the charity before. 

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

INSIGHT: Fundraising is a secondary consideration for most. 

1. Generally the challenge is more important than the fundraising.

2. Majority of fundraisers say they will run again for the same charity. Nearly half will take part in another event. 

3. Studies in the US show:

a. 41 percent of participants who raise funds are retained from one year to the next.

b. Retained participants account for about 53 percent of the current year revenue.

TIP 1. Increase your success by congratulating and acknowledging your fundraisers for taking on the challenge. Transition from a trigger of not necessarily fundraising to being inspired by your cause.

TIP 2. Develop a recognition and communications programme to retain fundraisers

Insight: Fundraising is a secondary consideration for most

3/9/2012

7

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

1. The C2S study showed and individual in a team raised slightly more than an individual

2. The psychology of teams is very powerful3. One team leader is worth multiple 

fundraisers4. US Studies show:

1. Multi‐year team captains raise two to three times more than new team captains, retaining about 86 percent of their prior year revenue.

1. Team captains are not only retaining donors team members are also retained at a higher rate than individuals.

TIP 3. Increase your success and your revenue with a team strategy

Insight: Tapping into the power of teams and team leadersDo

nors

, Com

mun

ity

and

Dire

ct M

arke

ting

. 

• Significant censorship of who to ask. Fundraisers don’t want to obligate everyone to giving

• While Social Media is an important channel to use fundraisers who e‐mail more will raise more ‐ it’s about the direct ask versus the broadcast.

• US research shows that Social Media users tend to e‐mail more as well. These people are your most sophisticated fundraisers

TIP 4. Increase your success by encouraging your fundraisers to make more direct asks.

INSIGHT: Fundraisers who e-mail more = more funds raised

3/9/2012

8

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng. 

๏ Fundraisers tell us they are really guessing as to what they can raise.

๏ The average amount raised is influenced by the default target

๏ 60% met or exceeded their target

TIP 5. Increase your success by giving your fundraisers guidance on a target amount to raise.

INSIGHT: Target setting is done in isolation and based on guesswork.

Over

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

INSIGHT: No prompting of ask amounts. Donors ‘guess’ how much to donate.

1. Fundraisers do not give donors any guidance ie $50 buys a shovel

2. Charities don’t tell fundraisers what to ask for and why. 

3. Only half of all fundraisers donate to themselves

4. Donors tell us their giving amounts are influenced by previous gifts.

TIP 6. Increase your success with strategies to set ‘social giving norms’ by improving the first gift

3/9/2012

9

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ngINSIGHT: Limited story telling or elaboration.

1. Those people who included information about why they support the charity were are more likely to raise more money, yet around 60% only use the standard template provided by the charity.

2. An analysis of the EDH database shows people who updated blogs and photos raised on average $2000/page compared to the overall average of $500-$600 per page

TIP 7: Make sure your EDH profile is compelling - 60% will use as the only communication tool

TIP 8: Review Fundraising pages and directly ask Fundraisers to add personal content

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

INSIGHT: Most fundraisers don’t follow up initial requests.

1. Fundraisers can lose motivation early.

2. Donation flow actually increases in the last few days/weeks leading up to an event closure.

3. Many fundraisers feel that a lack of early response can be a symbol of failure.

TIP 9: Check that your fundraisers are following up their initial asks

3/9/2012

10

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ngINSIGHT: Fundraisers attribute success to others and not meeting  expectations to themselves  (late, lack of effort)

TIP 10: Increase your success by thanking all peer donors, acknowledge their gift and fundraiser relationship.

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng

INSIGHT: Donors are more willing to give again than fundraisers are willing to ask

TIP 11: Provide tools for your fundraisers to ask people again or ask them yourself

3/9/2012

11

Dono

rs, C

omm

unit

y an

d Di

rect

Mar

keti

ng