crowdfunding: start now! · the campaign: catholic schools have it all • collaborated with our...
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Crowdfunding: START NOW!DIOCESE OF TRENTON’S 2018 #GIVINGTUESDAY STORY
Christine Prete, Diocese of Trenton
Neil Harkins, Blackbaud
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Christine Prete
@harkinsneil
Neil HarkinsASSOCIATE DIRECTOR DEVELOPMENT OPERATIONS
DIOCESE OF TRENTON
MANAGER, SOLUTIONS ENGINEER
BLACKBAUD
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#bbcon-IVERSAY
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If you remember nothing else…
Crowdfunding is an opportunity for everybody. You can move quickly.
Learn on the job.
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Diocese of Trenton
• 4 Counties in NJ (Monmouth, Ocean, Mercer & Burlington)
• 700,000 Catholics (19% attend Mass regularly, 270k registered)
• 99 Parishes
• 31 Elementary Schools
• 7 High Schools
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Diocese of Trenton’s Strategic Alliance with Blackbaud
• 20+ year client
• Raisers Edge® & Blackbaud Raisers Edge NXT®
• Blackbaud Target Analytics®
• Persistent Key
• Credit Card Updater
• Blackbaud Attentive.ly™
• Previously used everydayhero. Now using Blackbaud Peer-to-Peer Fundraising™ powered by JustGiving™
• Actively evaluating Blackbaud Church Management ™
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Our Vision
• Develop in-house technology expertise
• Explore opportunities to grow and diversify revenue
• Create new engagement opportunities and activate new supporter demographics
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Our Challenges
• Inability to communicate consistently with parishioners
• Effectively engaging parishioners in diocesan ministry success
• Perception of giving to Diocese
• Engaging key stakeholder group- schools
• Expertise in next generation digital fundraising
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The AHA Moment(s)…
“We don’t need to have done this before…”
“We don’t need supporters who have done this before…”
“Our Schools can be Crowdfunder's…”
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Fundraiser shares story
Friends & Network see story Friends & Network donate
A New Fundraiser is
Recruited and the process
repeats
What is Peer-to-Peer Fundraising?
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Crowdfunder
Supporters and Community Supporters and Community
A New Crowdfudner is
Recruited and the process repeats
What is ?
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Viral
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Incentives
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Empower the Crazy
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The Opportunity = #GivingTuesday + Schools
• Nationally recognized branding
• Innovative alternative to traditional fundraising
• Attracts nontraditional segment of our donor base
• Chose our Catholic Schools as a beta test as a smaller sub segment of the broader diocesan fundraising efforts
• Enhancement to our already existing Catholic Alumni Partnership®
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The Key Players
• Recruit our internal team to make it all happen based on expertise
• Office of Development – Fundraisers
• Office of Catholic Schools – School Awareness
• Office of Communications – Marketing and Communications
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The Campaign: Catholic Schools HAVE it ALL
• Collaborated with our marketing team to create materials to promote #GivingTuesday
• Instructions given to each school on how to promote #GivingTuesdaythrough various media outlets
• Printed Flyers: school backpacks
• Suggested social media posts
• #GivingTuesday video shared via school and Diocesan social media and school websites
• Ad in parish bulletins**
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Campaign Execution: Print Flyers
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Campaign Execution: 12 Social Media Posts
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The Solution
#GivingTuesday Crowdfunding Hub
Aggregated fundraising
Prayers and Volunteers
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Crowdfunding
• Each school owns their own page
• Post and create content
• Share via their social
• Integrated data into Raiser’s Edge
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We did it!Money Raised
• $67k..without this would have seen 13% drop in funds
• Average Gift up 40%
New Supporters
• 130x new supporters in one day- 4X entire of previous year
• Average donor age was 48m- what is it normally?
Collaboration
• School success- 25x Schools who took part all raised more in 18/19 than previous year
• Successful multi-functional team experiment
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What Next Now…2019
• More time…
• A campaign is not just for #GivingTuesday
• Drive all school giving via crowdfunding
• Dedicated social media
• Using Blackbaud Peer-to-Peer Fundraising™ powered by JustGiving™
• Exploring other crowdfunding opportunities
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“What is the cost of doing nothing?”
Crowdfunding is an opportunity for everybody. You can move quickly.
Learn on the job.AND GET RESULTS.
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