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The YMCA of Austin Case Study:

Pairing Peer-to-Peer and Crowdfunding to Optimize Participation and Results

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Confidential document: Kimbia Inc. 2014

Hi

Miriam KaganSenior Fundraising Principal

Kimbia

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Lauren McPhailAnnual Campaign Manager

YMCA of Austin


Crowdfunding Poll

According to Forbes, what is the anticipated value of the

worldwide crowdfunding market, including commercial side

crowdfunding?


Why Crowdfund?

• $1.5 billion opportunity: Forbes estimates $5 billion worldwide crowdfunding market, with 1/3 going to causes

• New donors: upward of 60% of campaign gifts come from new donors

• Greater participation: motivates and excites your major donors and community


Crowdfunding vs. Peer2Peer

Is there a fundamental difference?


YMCA of Austin• Mission of the YMCA of Austin is to put Christian Principles

into practice through programs that build healthy spirit, mind and body for all.

• We’re for Youth Development, Healthy Living, and Social Responsibility.

• Began in 1953; Eight YMCA branches serving over 170,000 members and program participants annually. Supported by 1,200 volunteers and 4,000 individual donors.

• Provide $2.1 million in financial assistance annually to 37,000 men, women and children to enable them to participate in our programs.


Omni-Channel FundraisingTM Solutions


YMCA E-Campaigner

• Crowdfunding element of Annual Fund campaign

• Recruits and encourages campaigners to raise money for the Annual Fund goal


YMCA E-Campaigner

In 2014:

•1.2 million impressions

•1,100 clicks

•24% Giving Online



Model for Success


Model for Success


Planning

• Create a project plan

• Define your target fundraising audience

• Craft a compelling value proposition

• Implement strategic promotion

• Set explicit, measurable goals

• Recruit online Ambassadors

• Create an incentive structure

• Customize messaging


Planning

• Choose the right technology platform with key functionality:

Simple registration and donation

Personal fundraising tools

Stable and scalable

Real-time progress reporting

Social-sharing enabled

Navigable back end admin


Planning

• Be clear about the crowdfunder upfront: the Crowdfunding Bill of Rights


Planning

• Plenty of Lead Time

• Do it as a team

• Strategic and multi-channeled recruitment

• Multiple training options

• Tools available: present multiple times and multiple ways


Model for Success


Poll

My organization has tools and plans in place to help

fundraisers and crowdfunders raise money

on our behalf


PRE-LAUNCH CAMPAIGN

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Pre-launch Campaign

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• SOCIAL MEDIA PHOTO CONTEST

• PHYSICAL & VIRTUAL ENGAGEMENT


User-Guide• Provide sample

tweets and Facebook posts

• Register returning advocates to encourage tool utilization

• Stock advocacy center with campaign resources


Get Social


Model for Success


Momentum

• Send regular campaign progress updates to participants

• Call out great campaigners, creative ideas, and good stories

• Draw social attention

• Announce any big matches or prizes

• Get visual: photos, videos, impact stories

• Make it a game: think incentives, prizes, and competitive elements


Leverage Social Media to Amplify Buzz & Outreach

• Combine planned social media posts with live updates

• “Spread the word page”

• Promote as a way for supporters to help make the campaign a success

• Leverage Facebook and Twitter’s popularity

• Use tracking codes to measure social media effectiveness


Continue the Momentum

Weekly toolkit emailed with success stories, tips, advocate highlight, weekly focus, prizes, campaign progress


Model for Success


Poll

True or False:

Data should only be analyzed after the event or

campaign has ended to learn what worked, plan for next

year, etc?



Continue the Momentum

• Thank donors

• Coordinate data integration

• Develop campaign series to invite/ engage donors -- their connection is to the campaigner, not to you

• Develop outreach for new major donors

• Thank matching and achievement gift donors


Analyze Results

• Plan measurement and analysis before the campaign and keep an eye on progress throughout

Adjust as needed

• Use source codes and data integration to understand what and who drives results

• Make plans for additions, adjustments for next year


Analyze Results

• Analyze impact of matching and achievement gifts

• Analyze impact of social media and traditional media promotions

• Analyze impact by time of day


Q&A

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Pair Peer-to-Peer and Crowdfunding to Optimize Participation and Results

Organizations running 7 of the 10 largest Single-Day Crowdfunding Events in history use Kimbia technology, including Give Local America (GLA),

which raised $53,700,000 in a single day this past May.

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

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Thank you!

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