advanced p2p fundraising
TRANSCRIPT
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Advanced P2P Fundraising
&
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Who We Are
Mike Spear Taylor Corrado
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Today’s Agenda
• Traditional Peer-2-Peer vs. The New Model• Growing Community through Inbound
Marketing• Case Studies• Tools of the Trade• Questions
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“Traditional” Peer-to-Peer
Fundraising
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Traditional P2P Fundraising
Common Applications:
• Run/Walk/Ride Events
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Common Applications:
• Unique Experiences
• “Over the Edge”
Traditional P2P Fundraising
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Common Applications:
• Real-Life Experiences
• Service Trips
Traditional P2P Fundraising
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Common Applications:
• Project-Based
• Kickstarter-style “Crowdfunding”
Traditional P2P Fundraising
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Common Perceptions:
• Young Donors & Fundraisers
• Small Donations
• Limited duration and scope
Traditional P2P Fundraising
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By the Numbers…
On Average:
• $568 per active page
• 7 donors per page
• 4 new donors per page
• $77 Donation Size
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Key Characteristics:
• Time-Based• Shared Fundraising Goal• Common Purpose• Charity-Centric
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Most fundraisers are young…
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But all generations can raise money!
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Your Fundraising Community
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Why it Works
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Why Peer 2 Peer Fundraising Works
• It’s Active
• It’s Personal – Fundraisers determine their own “Why”
• It reaches exponentially more people
• It creates community
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Supporter
Donor
Recurring Donor
Fundraiser
Lifelong Fundraisi
ng& Major
Gifts
Not all donors created equal.
Engage with supporters wherever they are in your funnel, and seek to upgrade them over time.
Work your Engagement Funnel
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Or to put it another way…
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Traditional Model:Multiple campaigns and events produced
throughout the year.
Event #1
Event #2
Event #3Event #4
Event #5
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From a Marketing Perspective:
• Phone Calls• Emails• Direct Mail• Social Media• Large-Scale Events
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From a Marketing Perspective:
• Phone Calls• Emails• Direct Mail• Social Media• Large-Scale Events
Interruptive, “Outbound” Marketing
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The New Model
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“Rolling”Peer - to – Peer
Fundraising
The New Model
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Pioneered by charity:water
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Pioneered by charity:water
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Pioneered by charity:water
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Pioneered by charity:water
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Key Characteristics:
• Year-Round Fundraising• Leverages your Existing
Audience• Supporters Fundraise on
their own terms & for their own reasons.
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From a Marketing Perspective:
• Blogging• Keywords / SEO• Social Media
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From a Marketing Perspective:
• Blogging• Keywords / SEO• Social Media
Permission-based“Inbound” Marketing
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Marketing for Year-Round
Peer-to-Peer Fundraising
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Build your Blog
Your blog is the foundation of any good rolling peer-to-peer effort.
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Build your Blog
StayClassy uses its blog to:
• Build Community
• Demonstrate Authority
• Provide Content that’s meaningful to our base
• Generate new leads through newsletter signups, guide downloads, etc.
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Build your Blog
You can use your blog to:
• Build Community
• Demonstrate Authority & Impact
• Provide Content that’s meaningful to your base
• Gather leads through newsletter signups, donations, and fundraising campaigns
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Build your Blog
Our Blog Articles Provide Value:
• Fundraising Best Practices
• Client Success Stories
• Industry Trends
• Generate new leads through newsletter signups, guide downloads, etc.
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Build your Blog
Your Blog Articles Provide Value:
• Demonstrate Impact
• Highlight top Fundraisers & Supporter-Driven Events
• Gather leads through newsletter signups, donations, and fundraising campaigns
Always have a “Call to Action!”
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Build your Blog
Build Traffic, Measure Success!
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Build your Blog
1 Post:• 9,000 views• 372 Leads
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Build your Blog
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Build your Email ListMore than Donation Appeals…
• Highlight Community Members
• Demonstrate Authority, impact, and Gratitude
• Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities
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Build your Social Media
Social Media is a Hub…
• Build Community
• Highlight Community Members
• Demonstrate Authority & Impact
• Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities
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New Social Inbox
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Drip Marketing
• Using HubSpot, you can program emails to go out automatically, at regular intervals, based on criteria you determine.
• Nurture supporters from casual observers to active donors or fundraisers.
• Monitor the success of each email “track.”
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Trigger-Based Emails• Send auto-emails based
on specific actions or dates
1 Month before someone’s birthday
3 Months before an endurance race in their area
When a donation is made
When someone creates a fundraising page
When someone reaches their goal
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A Few Examples
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The Trevor Project
• New to Peer-to-Peer Fundraising
• 1st Campaign: Texting to Save Lives
• Goal: $10,000 in one month
• Extended to 2 months
• Raised $50,000
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The Trevor Project
Brand-New year-round P2P Community
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NBCF
• Permanent Peer-to-Peer community
• 3rd Party Ticketed Events
• Brings in more than $10,000 every month
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Pencils of Promise• Fundraise
anytime to fund new school construction.
• Frequent contests for fundraising milestones
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New Organ
• Robust fundraising community.
• Enhanced experience using StayClassy “APIs”
Fundraising progress bar Amount raised Mosaic of active fundraisers
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Takeaways
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Key Characteristics:
Traditional Model:
• Time-Based• Shared Fundraising
Goal• Charity-Centric• Specific events or fund
specific programs
New Model:
• Year-Round Fundraising
• Supporter-Driven Fundraising
• Build Community
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From a Marketing Perspective:
Traditional Model:
• “Outbound” Marketing Phone Emails Direct Appeals Social Media
Short-Term Mentality &
Interruptive
New Model:
• “Inbound” Marketing Blogs Keywords SEO Drip Marketing
Long-Term & Permission-Based
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Anything can be a Fundraiser:
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Anything can be a Fundraiser:
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Great Fundraising Ideas Birthdays In Honor / In Memory Run / Walk / Ride Holiday Parties Dinner Parties Cause-Related Celebrations School, Family, or Work Groups Service Trips Personal Challenges Be Creative!
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White-Labeled Member Community!
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Members can: Create Fundraisers Manage Recurring
Donations Reprint Receipts Invite Friends Keep info up-to-date
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Create a cycle of Empowered Engagement.
Event #1
Event #2
Event #3Event #4
Event #5
Rolling P2P
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Platform Considerations
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When Evaluating Platforms:Make sure that your marketing platform:
It puts your brand first (white-labeled) Easy to use Socially integrated Allows supporters to determine own “why” Easy fundraiser creation & editing Real-time access to donor data Easy list segmentation It continuously innovates Responds to your feedback Provides ways to maximize long-term
ROI through continued engagement opportunities
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Seamless Facebook Integration
Accomplished in collaboration with
Facebook…
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Responsive Design:
Optimized for every device automatically.
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Full API Access
Display real-time fundraiser
data
Fundraiser progress Donor Activity Interactive maps Event calendars
Seamlessly integrated into
your website
www.neworgan.org/100
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“ There’s nothing more powerful than an idea whose time has come “
- Victor Hugo
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Questions?