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Slides from the session of the same name at the Association of Fundraising Professionals' Fundraising Day New York conference, June 2012.
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Optimize and Innovate Peer-to-Peer Events
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Presenters
Melissa LeeAccount Director
SankyNet
Kelley StewartVice President
Pursuant Ketchum
@expetesso
@pursuant
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What is Peer to Peer?
Forget about “Best Practices”.
Forget about your “Competition”.
Before you get excited, ask yourself:
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Before you get excited, ask yourself:
What role does Peer to Peer play in MY portfolio?
Acquisition
• Team Captains/Leaders
• Participants
Acquisition Empower don’t enforce
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• Participants
• Donors (via your TC/TL
and Participants)
• Data
Acquisition
Acquisition Think outside your box
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Fall Acquisition Campaign generated 710 new members in less than 2 weeks
Prospects, in this sense, are:
• Registered Leaders who aren’t recruiting
• Registered Participants who aren’t
Conversion
Prospects Active Participants
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• Registered Participants who aren’t
fundraising
Provide access to information & tools via low-touch vehicles
Conversion
Prospects Active Participants
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Then follow-up via high-touch vehicles to gauge effectiveness
Conversion
Prospects Active Participants
• Indicate what you’ve observed.
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• Indicate what you’ve observed.
• Give the person time to respond
with information.
• Score their response, and support
them as necessary.
Lapsed Participants Active Participants
Reactivation
1. Assume everyone will lapse. 2. Begin reactivation efforts immediately – with the post-event Thank You.
3. Score as you go.
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• Event After Party
• Post-Event Thank You
• Survey about the Event
• Social Media touches
• Email Invitation series
• Direct Mail Invitation (singular or series)• Telephone Invitation
Lapsed Participants Active Supporters
Reactivation
• Survey about the Organization
If scoring indicates that a contact will not reactivate as a participant, focus
your efforts on winning them to the organization in new ways.
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• Survey about the Organization
• Connect them to staff or volunteers
DO NOT sit on lapsed participants
whom you know to be organizational
prospects.
Upgrade
Peer to Peer Donor Organization Donor
Peer-to-Peer donors usually have an
affinity to your cause, but they give to their
friends, not to your organization.
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friends, not to your organization.
So don’t treat them like your donors.
Take some time to cultivate them
independently, first.
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Peer to Peer Donor Organization Donor
• Thank them for what they’ve done.
• Acknowledge the connection to their friend.
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their friend.
• Build a connection to the peoplewho benefit from your organization.
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Peer to Peer Donor Organization Donor
• Tell stories about your work.
• Track the interest and engagement of individuals over time.
Which story attracted
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• Use what you learn to inform very targeted appeals 6 months later.
Which story attracted
attention from your
peer-to-peer donor?
Use the information to
target your appeal.
VideoVideo is a powerful tool use it carefully
• Games
• Variable Data/Personalization
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Personalization
• Stewardship
• Appeals
• Recruitment
Innovation
Innovation Requires an innovative culture
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Integrated StrategiesMulti-Channel Cross Channel Strategic Focus
Integration: Coordinating or blending a group of parts into a unified system
Multichannel Marketing: Use of multiple communication
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Cross-Channel Marketing: Use of one communication channel to support or promote another
Strategy vs. Tactics: An overarching plan vs. tools or methods to achieve the plan
Prioritization
Personal URL
(Direct Mail)
Personalized
Letter
Website
DATA
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Cultivation
Survey/Engagement
Phone Conversation
StewardshipPersonalized
Update
DATA
Welcome
Series
Analytics & Optimization
• Make data a priority
• Set measurable goals
Analytics Activate Test Evaluate
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• Set measurable goals
• Prioritize based on impact
• Track your participant life cycle.
AVERAGE
Analytics & Optimization
• Know what you’re tracking
Optimization > Track > Plan > Test > Adjust
AVERAGE GIFT
WEB
TRAFFIC
REVENUE
CONVERSION
RATE
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• Assess areas of greatest opportunity
• Prioritize based on impact
Analytics & Optimization
Destructive Crises Proactive Urgency
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Pick Your Puzzle Piece
• Acquisition
• Conversion
• Reactivation• Upgrade • Video
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• Video
• Innovation
• Integrated Strategies
• Prioritization
• Analytics & Optimization
Free resources available upon request
Thank You!
Melissa LeeAccount Director
SankyNet
Kelley StewartVice President
Pursuant Ketchum
@expetesso
@pursuant
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