Using Data to Drive Your P2P Fundraising Strategies

The Skinny on StrategyUsing Data to Drive

Your Strategies

Kathryn HallSr. Client Success Manager

Blackbaud

Amy BraitermanPrincipal Strategy Consultant

Blackbaud

Your Hosts:

Join us for the rest of the series

• The Skinny on Strategy: Using Data to Drive Your StrategiesTuesday, May 12 | 1:30–2:00 p.m. ET

• The 411 on Engagement: Learning Online Fundraising “Tells”Tuesday, May 19 | 1:00–1:30 p.m. ET

• Event Websites—The Situation Room: Must-Haves and Don’tsThursday, May 21 | 2:00–2:30 p.m. ET

• Messaging Mojo: Making Over Your EmailsTuesday, May 26 | 1:30–2:00 p.m. ET

• Talk Data to Me: Preview of the new P2P Fundraising Study!Thursday, May 28 | 2:00–3:00 p.m. ET

When do I actually have the time to get fab?

Planning / Ramp Up

ExecutionWrap Up

Tone Your Data Game• Benchmark your campaign performance against

industry averages

• Understand your campaign’s performance over time and opportunities for growth

• Identify prime audiences for recruitment and cultivation

• Develop coaching strategies to maximize participant fundraising behaviors

Master Your Own Stats• Before your campaign starts, review

your data from the previous three years, if available. Look at key metrics:

• Event-level data: – Online and offline fundraising growth– Participation growth– Retention rates

• High-level fundraising performance metrics:– Average gift amount– Average value per participant– Percent of participants fundraising

Review Industry Benchmarks

Benchmarks help you uncover opportunities… if you use them right

At a Glance: Sample Walk Program P2P Fundraising Scorecard

TotalOnline

Revenue• 8% YOY

increase

Percent of Fundraisers

• 2% YOY• 31% of Walk

Registrations Fundraise Online

Average Raised Online

• $57.40 raised per participant

Good Could be better Needs Improvement

“Makeover” Starts Here• KPI: 10% growth in online fundraising

• Calculation: – How many online fundraisers will you need?– What should their average funds raised be?

• Tactics: – We will do X to convert more participants to fundraisers– We will do Y to retain more team captains and top

fundraisers– We’ll enhance our coaching strategy to help average

fundraisers become great fundraisers

Sample Walk:Total Online RevenueKPI 1: Walk is growing; eight percent year over year! But, we want to keep growing. Where is the opportunity for our program?

Begin by breaking down online revenue into different buckets:• Fundraising: Online Donations• Personal Donations made during the

registration• Registration Fees

This is your new baseline moving forward. 80% of revenue from fundraising.

Data from 2014 Peer to Peer Fundraising Study. Coming soon!

81%

16%3%

P2P Walk Benchmark: Revenue Distribution

Online Donations Personal DonationsRegistration Fees

Benchmark: Sample Walk Total Online Revenue

76%

24%

Walkers New vs. ReturningP2P Benchmark

New Returning

1KPI 1: Walk is growing 8% year over year! But, we want to keep growing.

Where is the opportunity for our program?

Hint: Event revenue growth came from a 25% increase in registrations!

Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!

Benchmark: Sample Walk Total Online Revenue

76%

24%


New Returning

1What do we know about New vs. Returning Participants?

• Returning walkers use online tools: 19% of returning walkers send emails compared to 7% of new walkers

• Returning walkers raise more online: $147.70 compared to $37.43 raised by new walkers

• Returning receive larger online donations: $69.36 compared to $54.30 received by new walkers


Benchmark: Sample WalkTotal Online Revenue

76%

24%


New Returning

1


2011 2012 20130%

5%

10%

15%

20%

25%

30%

15%

19%

24%

15%

18%20%

3 Yr Trend: P2P Benchmark vs. Sample Walk

P2P Benchmark Sample Walk

How about Cycling Events? Is this an area of opportunity?

2012 2013 2014 Industry Benchmark

0%

10%

20%

30%

40%

50%

60%

42% 40% 41%

51%

% of Riders Who Return OnlineHmm… We have room to improve

here!

1

Benchmark: Sample Walk Participants Fundraising2


30%

70%

Registered Walkers

Fundraisers Non-Fundraiser

KPI 2: Walk is growing; 31% of registered walkers are fundraisers! We beat the benchmark. But, we want to keep growing. Where is the opportunity to grow?

More about the event:• Steady increase in percent of participants

fundraising in the last three years. • We’ve increased our focus on participants

making a personal donation during the registration process.

Benchmark: Sample Walk Online Registrations vs. Fundraisers 2

69%

19%

12%

New P2P Benchmark: Regis-tered Walker by Donations

Received

Zero 1 Donation 2+ Donation


69%

21%

10%

Sample Walk: Registered Walker by Donations Received


Benchmark: Sample Walk Online Registrations vs. Fundraisers 2


KPI 2: Percent of Fundraisers

• Asking participants to make a personal donation is a great tactic to reduce $0 Walkers.

• But, making donation during registration does not make someone a fundraiser.

How do you increase percent of fundraisers?• Look at your event website, is it clear this is a

fundraising event?• Make the registration process work for you;

messaging around fundraising goal • Segment your participants:

• Develop a communication plan for participants who donate during registration

• 1st Follow Up message, post registration should acknowledge their donation

69%

21%

10%

Sample Walk: Registered Walker by Donations Received


• KPI 3: Average amount raised by participant - $57.40 meets P2P Walk Benchmark

• Questions to ask:– What is the average raised by typical fundraisers?– What is the average raised by top fundraisers?

Benchmark: Sample Walk Amount Raised by Participants3

• Our goal is to help our good fundraisers become great fundraisers

• Strategy: Develop a multi-channel communication plan that targets fundraisers (2-4 Online Donations)

• Tactics: email segmentation, online badges, fundraising coaches, milestone messages

• Learn more! Join us for The 411 on Engagement: Learning Online Fundraising “Tells”Tuesday, May 19 | 1:00–1:30 p.m. ET

Benchmark: Sample Walk Amount Raised by Participants3

2011 2012 2013$0.00

$100.00

$200.00

$300.00

$400.00

$500.00

$600.00

$700.00

$800.00

$900.00

$1,000.00

$50.73 $56.50 $57.45

$148.89 $150.59 $151.66

$701.25 $704.89 $710.00

All ParticipantsGood Fundraisers (2-4 Online Donations)Top Fundraisers (5+ Online Donations)

“Drab to Fab” To Do List

Make a date with yourself, after your season, to really dig into your numbers

Choose “3” areas for strategic enhancements and outline your tactics for “fab” results for the coming season

Check back against your goals during the season. Adjust as necessary.

1

2

3

Set Goals Based on Who You Are• Benchmark against yourself• If you’re a zebra, be a zebra - Make the right choices

regarding KPIs for you.

Thank you! Join us for the rest of the series

• The 411 on Engagement: Learning Online Fundraising “Tells”Tuesday, May 19 | 1:00–1:30 p.m. ET

• Event Websites—The Situation Room: Must-Haves and Don’tsThursday, May 21 | 2:00–2:30 p.m. ET

• Messaging Mojo: Making Over Your EmailsTuesday, May 26 | 1:30–2:00 p.m. ET

• Talk Data to Me: Preview of the new P2P Fundraising Study!Thursday, May 28 | 2:00–3:00 p.m. ET

Accessorize your peer-to-peer program with tips from the ebook. Get it today!

https://www.blackbaud.com/nonprofit-resources/peer-to-peer-marketing-drab-to-fab

Government & Nonprofit

Using Data to Drive Your P2P Fundraising Strategies