nonprofit peer-to-peer success story: klru makes the leap to online pledge drive

Nonprofit P2P Success Story:

KLRU Makes The Leap to Online Pledge Drive

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#KimbiaWebinars

Confidential document: Kimbia Inc. 2015

Miriam Kagan Senior Fundraising Principal

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Susannah Winslow Membership Director

@KimbiaInc @MiriamKagan #KimbiaWebinars

Speakers


Agenda

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About Kimbia & KLRU

KLRU Case Study

Questions

Next Steps #KimbiaWebinars

@KimbiaInc


Kimbia is the global leader in crowdfunding events

Helping 19,000+ nonprofits since 2007 7 of the 10 largest crowdfunding events

ü  Delivered through patented widget technology

ü  Focused on producing the opAmal donor experience

ü  Higher conversion rates in A/B tests versus compeAtors

ü  Portable, scalable and easy to integrate with CRM, CMS, Email and other soNware tools

•  Giving Days •  P2P & Team Raising •  Online DonaAons •  DIY •  Event RegistraAon


Kimbia provides an all-in-one solution for…

Online Fundraising

Event Registration

Peer-to-Peer, Team & DIY Fundraising

Giving Days / Crowdfunding

Custom Forms


The Kimbia Solution

Embedded in an organizaAons exisAng website •  Enables branding control •  Increases donor

conversion by 30% on avg

Best of Breed, cloud-‐based plaXorm

Mobile-‐ready responsive •  No need for web APIs to

build / style

Social sharing integraAon

Works with client systems of choice: •  IntegraAon ease using data APIs •  App on Salesforce AppXchange

Secure, PCI Level 1 compliant, forms

£€¥$ MulA-‐Currency

MulA-‐Language

20+ Gateways


About

•  Austin’s own community licensed public television station for more than 50 years.

•  Vision: KLRU enriches lives and transforms communities.

•  Mission: KLRU's mission is to educate, entertain and engage children and adults in the Greater Austin area and beyond by providing distinctive media experiences that matter, whether on the air, online or on the ground, and reflecting Austin's uniqueness and creativity to the world.


Every Day Giving


How do we minimize on-air fundraising drive program interruption while providing an alternate and supplemental way to support our local PBS station?

Challenge


•  Online Giving Campaign: Utilized crowdfunding techniques including social media, email campaigns, the use of urgency and incentives

•  Peer-to-Peer: Encouraged viewers/donors to become personal fundraisers and encourage their friends to give as well

Solution: #YourKLRU

Confidential document: Kimbia Inc. 2015 11


•  Email Ø  Messaging strategy focused on

communicating a sense of urgency Ø  47% of site conversions came from email

•  Social Media Ø  Engaged viewers and donors around

#yourKLRU hashtag Ø  27% of site conversions came from social

•  Incentives Ø  Program included giveaways for anyone who

donated during specific times or engaged in social media campaigns

Ø  Challenge matches to double donor dollars

Components


Social Media


•  Surpassed goal by 89%, raising $94,000 in 5 days

•  Increased donor retention •  Dropped the cost to raise a dollar from $0.37

in the average on-air drive, to $0.12 in this campaign

•  Raised 13% net revenue over KLRU’s June 2014 on-air drive

Results


•  The online campaign resonated with KLRU’s core donor base (60+) Ø  Average age of over half the donors was 65.5 (roughly

one year higher than in on-air pledge drive)

•  P2P + Social Media = Optimal Results Ø  Advocates raised 24% of total revenue via Facebook

posts and brought in 14% of total campaign revenue

•  P2P yielded higher net revenue than the average on-air pledge drive

Key Insights


•  Proven best practices established by the giving day leader

•  Innovative, easy-to-use technology platform •  A robust suite of expert services and support

Ø Kimbia provided tools, strategy and base support

Why Kimbia?


•  While the P2P campaign effectively engaged millennials, the majority of supporters were of the Boomer Generation or older.

Ø  77% self-identified their age as 55+, while 13% self-identified as age 44 or younger.

•  Email was the most effective promotion channel.

Ø  Survey respondents indicated email as the number one way they heard about #yourklru, followed by on-air spots on KLRU.

•  Donors support and embrace KLRU’s new direction of fundraising. The number one reason survey respondents donated to the campaign was to support a new direction of fundraising.

Ø  32% were donors making an additional gift, 28% were new donors, 25% renewed their support and 15% were lapsed donors.

Post-Campaign Survey


Looking forward •  Supplement next on air-drive with P2P •  Test “minimizing” on air-drive by time by

raising equivalent funds via P2P ahead of time

•  Recruit donors and non-donors to become more “engaged” constituents: reach into their networks via P2P

•  Test incentives in other channels


Questions?

20 #KimbiaWebinars @KimbiaInc


Next Steps:

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Check your inbox for the slides, recorded webinar and KLRU case study!

#KimbiaWebinars @KimbiaInc


www.kimbia.com#Miriam Kagan#

[email protected]#@miriamkagan#

#www.klru.org#

Susannah Winslow#[email protected]

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Contact Information

#KimbiaWebinars @KimbiaInc

nonprofit peer-to-peer success story: klru makes the leap to online pledge drive

Government & Nonprofit