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WELCOME
Miriam KaganSenior PrincipalKimbia
Matthew MielcarekVP of Strategy and UX DesignCharity Dynamics
AGENDA
Explore Event Types
Build Your Case
Build Your
Strategy
Market Your Event
Introductions
Conclusions
LEARNING OBJECTIVES
Overview of Crowdfunding and Peer
to Peer Program
Interaction between participants to explore
diverse needs
Identify success factors for YOUR Crowdfunding or Peer to Peer Program
Poll Time
At your organization
A. Board members are pounding down my door, carrying the “we need to crowdfund” banner
B. Leadership says “huh?” to crowdfunding
C. We’re all in! Show us!
D. Crowdfunding sails hoisted! We’re sailing full steam ahead.
INTRODUCTIONS
KIMBIA IS THE GLOBAL LEADER IN CROWDFUNDING EVENTS
Helping 19,000+ nonprofits since 2007
7of the 10 largest crowdfunding events
Delivered through patented widget technology
Focused on producing the optimal donor experience
Higher conversion rates in A/B tests versus competitors
Portable, scalable and easy to integrate with CRM, CMS, Email and other software tools
• Giving Days• Online Donations• Event Registration• P2P & Team Raising• DIY Fundraising
SWARTHMORE COLLEGE
RAISED
April 4, 2014
$400,000
NOTRE DAME RAISED
April 27, 2014
$900,000
UNIVERSITY OF SYDNEYRAISED
April 4, 2014
$900,000
BOSTON UNIVERSITYRAISED
April 30, 2014
$1,100,000
BOSTON FOUNDATIONRAISED
$1,100,000
TRINITY COLLEGERAISED
April 29, 2015
$2,000,000
GIVE RICHMONDRAISED
September 17-18, 2014
$1,600,000
SAN DIEGO FOUNDATIONRAISED
May 6, 2014
$2,100,000
SAN ANTONIO FOUNDATION
RAISED
May 5, 2015
$4,300,000
SARASOTA CFRAISED
May 6, 2014
$3,100,000
LANCASTER CFRAISED
November 21, 2014
$4,500,000
MIAMI FOUNDATIONRAISED
November 3, 2014
$5,200,000
UC-BERKLEYRAISED
November 20, 2014
$5,300,000
PURDUE UNIVERSITYRAISED
April 29, 2015
$13,700,000
PITTSBURGH FOUNDATIONRAISED
May, 15, 2014
$7,700,000
RECENT CROWDFUNDING EVENTS
PURDUE UNIVERSITY RAISED
April 29, 2015
$13,700,000
MINNEAPOLIS / ST. PAUL
RAISED
November 12, 2014
$18,200,000
DALLAS / FT. WORTHRAISED
September 18, 2014
$26,100,000
RECENT CROWDFUNDING EVENTS
AMERICAN RED CROSSRAISED
JUNE 2, 2015
TBD
PROJECT HOPERAISED
JUNE 10, 2015
AUTISM SOCIETYRAISED
2015
TBD TBD
NEW CROWDFUNDING EVENTS FOR 2015
We help nonprofits leverage technology to:
• Reach more people
• Raise more money
• Drive more engagement
Our solutions consist of a mix of:
• Strategic Consulting
• Creative & Interactive Services
• Platform Expertise
• Boundless Fundraising™
More awareness, supporters, engagement, and donations, this is what nonprofits need to fulfill their
mission and what Charity Dynamics delivers.
EXPLORE EVENT TYPES
WHY CROWDFUNDING AND PEER TO PEER?
• It’s here to stay
• Drives significant new revenue
• Recruits new, high value donors – up to 60%
• Engages major donors
• Sustainability
$ Improved ROI
Active: Strong offer for active donors
Lapsed: Great reactivation tool for lapsed donors
New: 20%+ of responses come from new donors
Middle: Many donors upgrade to mid-level giving categories
Major: Great opportunity to engage major donors for matching funds
Corporate: Engagement on multiple levels: event sponsorship, employee giving, matching funds
EFFECTIVE FOR ALL LEVELS OF THE GIVING PYRAMID
Individual as driver
Network fundraising by individuals via their network
for a cause.
Cause or Issue as driver
Network fundraising by individuals toward a time-
sensitive, goal-oriented project or cause.
PEER TO PEER CROWDFUNDING
• May be used interchangeably in some contexts
• Each may contain an element of the other or be a component of the other
• Evolving practice—confusion of terminology and application
Individual as driver
Network fundraising by individuals via their network
for a cause.
Cause or Issue as driver
Network fundraising by individuals toward a time-
sensitive, goal-oriented project or cause.
PEER TO PEER CROWDFUNDING
• Maybe be used interchangeably in some contexts
• Each may contain an element of the other or be a component of the other
• Evolving practice—confusion of terminology and application
Traditional
Run/Walk/Rides
fit in this
category.
Not a focus for
today.
Individual as driver Cause or Issue as driver
PEER TO PEER CROWDFUNDING
EXAMPLES• Event fundraising• Annual campaign
fundraising• DIY• Endurance• Tributes
EXAMPLES• Giving Days• Project based
fundraising• Emergency fund
campaigns
CELEBRATIONS
ATHLETIC EVENTS
TRIBUTE/MEMORIAL PAGES
GIVING DAYS
PROJECTS/VENTURES
EMERGENCY RESPONSE
PICK A MODEL
Poll Time
What are your specific needs for launching a crowdfunding or peer to peer program?
A.Money, money, money, money! That’s some fine looking ROI.
B. New audiences. Millennials and digi-boomers! Gimme!
C. Everyone else is doing it. I wanna be part of the pack.
D. All of the above, duh.
In Person Activity
Community Engagement
One-Time or Evergreen
Competitive Staff/Volunteer Commitment
Revenue Potential
Peer to PeerCelebrations No No Evergreen No Low ModerateAthletic Events Yes Sometimes Both Sometimes Medium ModerateTributes and Memorial Pages No No Evergreen No Low ModerateCrowdfundingGiving Days Sometimes Yes One-Time Sometimes High HighProjects and Ventures No No One-Time No Low ModerateEmergency Response No Sometimes One-Time No Low High
EXPLORINGDIFFERENCES
BUILD YOUR CASE
Your Business Plan sells your program to leadership
• Major Donors
• First Time Donors
• Influencers
• How will this program allow you to reach a previously underserved donor segment?
DEFINE YOUR AUDIENCE
• How you solve a problem
• Why you
• Show impact
• Use the language of your supporters
• Highly visible
COMPELLING VALUE PROPOSITION
•Sci-Port received 156 gifts totaling over $107,000 during Give Local America
•They were third overall in dollars raised
COMPELLING VALUE PROPOSITIONS PAY
OFF
SET EXPLICIT, MEASURABLE GOALS
Set SMART Goals: specific, measurable, attainable, relevant and time-bound
• What is your overall fundraising goal?
• Are those goals realistic and attainable?
• Are they relevant to your Crowdfunding event?
• Can you set goals for specific times of the day?
Peer to Peer
Average Emails Sent per Participant – 23 to 54
Dollars Raised per Participant - $450 to $1005
Average Number of Gifts per Participant - 7 to 13
Crowdfunding
15% to 30% of those who give are new donors
25% to 35% of traffic from mobile
3x to 5x ROI for smaller organizations
Sources:The 2013 Blackbaud Peer-to-Peer Fundraising StudyKimbia Client Results
BENCHMARKS
When it comes to measuring the impact of our campaigns:
A.Our organization is great at tracking all campaign results, event and otherwise. Google Analytics, we’ve optimized it!
B. We have pretty good insight into our performance, but we know there’s always more to find.
C. Sigh. More data more problems.
Poll 3
BUILD YOUR STRATEGY
• Crowdfunding and peer to peer fundraising vehicles are new to constituents and to your organization
• Brand the program in a distinctive way that shows constituent empowerment, community
• myHumane
• Panda Nation
• Give Local America
BRAND YOUR EVENT
• Protects your brand
• Provides you with donor data
• Features real-time leader boards
• Makes forms easy to share
• Gives you peer-to-peer functionality
• Offers mobile-responsiveness
• Reduces form abandonment
• Assures scalability
• Includes multi-currency, multi-language and multi-country settlement
CRITERIA FOR CHOOSING A PLATFORM
• Optimize forms for conversion and reducing friction
• Provide clear, prominent calls-to-action
• Make forms easy-to-use
• Keep forms short
• Prominently feature your crowdfunding event
• Give contextual reasons to give
• Provide suggested donation amounts
• Mobile-optimize your site
The University of Maryland featured personal video stories of scholarship recipients alongside donation forms
• Assign a project manager
• Publicize all tasks
• Educate volunteers, chapter and affiliate leadership, and programs about program
ALIGN STAKEHOLDERS
MARKET YOUR EVENT
Your plan should include:
• Target audience
• Best channels to reach audience
• Messages that resonate
• Target number of impressions
• Monitor and measure
• Two-way communications
STRATEGIC PROMOTION
Recruitment
• Typically targeted to the widest audience possible including your overall housefile
• Can include paid advertising
• Primary action is to participate and/or become a fundraiser
Engagement
• Typically targeted ONLY to participants and fundraisers
• Primary action is to become a better fundraiser with best practices, tip and tricks for raising more
2 TYPES OF MESSAGING
• Get creative with your communications
• Recruit online ambassadors
• Incentivize healthy competition
• Customize messaging
• Communication and social media training is critical
PROVEN PRACTICES
• Leverage social media to amplify buzz and outreach:
• Use tracking codes to measure effectiveness
• Build a “spread the word” page
• Leverage Facebook, Twitter, Instagram, Vine, and others
SOCIAL MEDIA
SAY “THANKS”
CONCLUSIONS
ENABLE POST-EVENT GIVING
CELEBRATE!
PLAN YOUR NEXT EVENT
Miriam Kagan Senior Principal
• Kimbia
Matthew Mielcarek VP of Strategy & UX Design
• Charity Dynamics
CONTACT INFORMATION
