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bbcon 2013
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10/7/2013 #bbcon 1
31 Flavors of P2P Fundraising PRESENTED BY:
MARLA BARR, SAN DIEGO ZOO GLOBAL WILDLIFE CONSERVANCY
MARK BECKER, CATHEXIS PARTNERS
NANCY PALO, BLACKBAUD
10/7/2013 #bbcon 2
• Welcome
• Peer to Peer Fundraising:
Trends and Best Practices
• Campaign Spotlight:
I ____ For Wildlife by San Diego Zoo Global Wildlife Conservancy
• Getting Digital:
Putting Your Peer to Peer Fundraising Campaign Online
• Breakout Sessions
TODAY’S SESSION
10/7/2013 #bbcon 3
LET’S GET SOCIAL
#bbcon
10/7/2013 #bbcon 4
PEER TO PEER FUNDRAISING:
TRENDS AND BEST PRACTICES
10/7/2013 #bbcon 5
WHAT IS PEER TO PEER FUNDRAISING?
DONORS
FUNDRAISERS
NON-PROFIT
10/7/2013 #bbcon 6
WHY IS P2P FUNDRAISING IMPORTANT?
10/7/2013 #bbcon 7
WHO IS P2P FUNDRAISING?
6%
1%
3%
13%
4%
4%
47%
6%
3%
2% 1%
2%
4% 2%
2%
Animal welfare
Aquarium or zoo
Arts and cultural
Community
Environmental
Faith-based
Health/Medical (e.g. seeking a cure for a disease) Healthcare (e.g. supporting a hospital or other medical institution) Higher education
International aid
Library
Other
School (K-12)
Social service
Youth
10/7/2013 #bbcon 8
A-Thons
Run Walk Rides
Endurance Events
Virtual Events
Do-It-Yourself
Fundraising
HOW ARE WE P2P FUNDRAISING?
10/7/2013 #bbcon 9
THE MANY FLAVORS OF DIY FUNDRAISING
10/7/2013 #bbcon 10
DIY FUNDRAISERS PERFORM THE BEST
10/7/2013 #bbcon 11
WHY DIY FUNDRAISING IS EXPANDING
10/7/2013 #bbcon 12
• Third Party Fundraisers needed
access to the online tools
available for NMSS marquee
events
• Local Chapters needed an
easy-to-deploy, easy-to-
manage, localized DIY solution.
• National HQ needed to expand
their fundraising footprint in a
consistently branded, Chapter-
friendly way.
• NMSS worked with Blackbaud
Strategic Services using
TeamRaiser to create a national
Do It Yourself Fundraising
Program that could be
customized by local chapters.
• Set a first year goal of $300K
and raised more than $1.8
million.
• One chapter Increased
fundraising average from
$500 to $6,300 with the
inclusion on online tools
• Launched a national
campaign with one consistent
brand all on the same day.
“TeamRaiser not only provided us the platform to raise
more money, it enabled us to improve our business
practices around DIY and cultivate a new audience of
fundraisers.”
Betty Ross, AVP
Campaign Development at National MS Society
DIY FUNDRAISING SUCCESS STORY
Challenge Solution Results
10/7/2013 #bbcon 13
ALL INCLUSIVE DIY FUNDRAISING
10/7/2013 #bbcon 14
ALL INCLUSIVE DIY FUNDRAISING
10/7/2013 #bbcon 15
SINGLE FUNDRAISING FOCUS:
ENDURANCE
10/7/2013 #bbcon 16
ENDURANCE PROGRAMS
10/7/2013 #bbcon 17
SINGLE FUNDRAISING FOCUS:
MEMORIAL AND TRIBUTE
10/7/2013 #bbcon 19
TWO WAYS TO FUNDRAISE
10/7/2013 #bbcon 20
TWO WAYS TO FUNDRAISE:
TWO CAMPAIGNS
10/7/2013 #bbcon 21
MULTIPLE WAYS TO FUNDRAISE
10/7/2013 #bbcon 22
SINGLE FUNDRAISING DAY
10/7/2013 Blackbaud Confidential 23
BUILD UPON EXISTING CAMPAIGN
10/7/2013 Blackbaud Confidential 24
BUILD UPON EXISTING CAMPAIGN
10/7/2013 #bbcon 25
• Ability to integrate with TeamRaiser
•Ability to provide branded templates
•You choose the price point and all
revenue above cost is donated to
organization
INTEGRATED ECOMMERCE CAMPAIGNS
10/7/2013 #bbcon 26
CAMPAIGN SPOTLIGHT:
I ___ FOR WILDLIFE
SAN DIEGO ZOO GLOBAL WILDLIFE CONSERVANCY
10/7/2013 #bbcon 27
I___FOR WILDLIFE
10/7/2013 #bbcon 28
We have many
competing
programs.
HURDLES
I am not
Susan G.
Our SM Lives
on another
planet
No time,
no money,
no staff!
10/7/2013 #bbcon 29
These are our
donors
BUT, WHY WE DECIDED TO PUSH
FORWARD
All the cool cats
are doing it
That whole social
media thing isn’t
going away
The numbers
don’t lie
10/7/2013 #bbcon 30
Developed our Play Book
• The when, why, how, and what (were we thinking)
SO, WHAT DID WE DO
10/7/2013 #bbcon 31
Sold it internally
SO, WHAT DID WE DO
Sold it internally Sold it internally
10/7/2013 #bbcon 32
• Organized the beta group
• Developed all the loot
• 100 day plan
• Weekly communications
SO, WHAT DID WE DO
Achievements…
• Their goal: $3,950
• They raised $4,371
• Reached 121 new donors
10/7/2013 #bbcon 33
THE BETA TEST: SAN DIEGO ZOO GLOBAL WILDLIFE
CONSERVANCY
Communications – Building the community
Get up close
Help them tell their story Thank them!
Celebrate their
successes
10/7/2013 #bbcon 34
THE LAUNCH
• Selected one of the beta testers to feature
• Prepped him from the beginning that he would be
our “poster child”
• Ensured he met his fundraising goal
10/7/2013 #bbcon 35
THE LAUNCH: COMMUNICATIONS
Communications & Marketing
• 7 email sent in 3 days
• Social media – nope!
• Attended 20 internal staff and volunteer meetings
10/7/2013 #bbcon 36
SO, HOW DID WE DO?
• Average goal: $737
• Average dollars raised: $814 • Benchmark $449
• Average numbers of donors: 15.5 • Benchmark 11.2
• Average number of emails sent: 7.5 • benchmark 6.8
10/7/2013 #bbcon 37
MY 5 LEVELS OF P2P PEEPS
Active
Inactive
Newbies
Prospects
Graduates
10/7/2013 #bbcon 38
GETTING DIGITAL:
PUT YOUR PEER-TO-PEER FUNDRAISING ONLINE
10/7/2013 #bbcon 39
10/7/2013 #bbcon 40
GETTING STARTED
YEAR 1: KEEP IT SIMPLE. FOCUS ON GETTING THE BASICS RIGHT
• Calls to action
• Login
• Social Media
• Event Info
• Mission focused branding
• Honor Rolls
• Fundraising Support
• Sponsors
• Responsive Design
10/7/2013 #bbcon 41
GETTING STARTED
YEAR 1: KEEP IT SIMPLE. CALLS TO ACTION
10/7/2013 #bbcon 42
GETTING STARTED
THE BASICS: CALLS TO ACTION
10/7/2013 #bbcon 43
GETTING STARTED
THE BASICS: CALLS TO ACTION
10/7/2013 #bbcon 44
GETTING STARTED
THE BASICS: CALLS TO ACTION
10/7/2013 #bbcon 45
GETTING STARTED
THE BASICS: CALLS TO ACTION
10/7/2013 #bbcon 46
GETTING STARTED
THE BASICS: CALLS TO ACTION.
10/7/2013 #bbcon 47
GETTING STARTED
THE BASICS: CALLS TO ACTION.
10/7/2013 #bbcon 48
GETTING STARTED
THE BASICS: CALLS TO ACTION
10/7/2013 #bbcon 49
PROMOTING COMPETITION & ACHIEVEMENT
“CREATING TEAMS IS NOT JUST AN OPTION FOR REGISTRATION, IT IS THE BIGGEST PRECURSOR TO PEER-TO-
PEER FUNDRAISING REVENUE.”
- BLACKBUAD’S PEER-TO-PEER EVENT FUNDRAISING BENCHMARK STUDY MARCH 2013
10/7/2013 #bbcon 50
PROMOTING COMPETITION & ACHIEVEMENT
10/7/2013 #bbcon 51
PROMOTING COMPETITION & ACHIEVEMENT
10/7/2013 #bbcon 52
PROMOTING COMPETITION & ACHIEVEMENT
10/7/2013 #bbcon 53
PROMOTING COMPETITION & ACHIEVEMENT
COMPANIES
10/7/2013 #bbcon 54
PROMOTING COMPETITION & ACHIEVEMENT
“COMPANIES”
10/7/2013 #bbcon 55
PROMOTING COMPETITION & ACHIEVEMENT
“COMPANIES”
10/7/2013 #bbcon 56
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FUNDRAISING SUPPORT
10/7/2013 #bbcon 59
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FUNDRAISING SUPPORT
10/7/2013 #bbcon 61
FUNDRAISING SUPPORT
10/7/2013 #bbcon 62
FUNDRAISING SUPPORT
10/7/2013 #bbcon 63
FUNDRAISING SUPPORT
10/7/2013 #bbcon 64
FUNDRAISING SUPPORT
10/7/2013 #bbcon 65
FUNDRAISING SUPPORT
10/7/2013 #bbcon 66
FUNDRAISING SUPPORT
10/7/2013 #bbcon 67
RESPONSIVE
10/7/2013 #bbcon 68
BEYOND THE BASICS
10/7/2013 #bbcon 69
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BEYOND THE BASICS
10/7/2013 #bbcon 71
BEYOND THE BASICS
10/7/2013 #bbcon 72
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10/7/2013 #bbcon 74
AFTER THE EVENT
10/7/2013 #bbcon 75
10/7/2013 #bbcon 76
FUNDRAISING SUPPORT
10/7/2013 #bbcon 77
10/7/2013 #bbcon 78
10/7/2013 #bbcon 79
Personal event day
within Single
campaign using
Luminate Survey in
Participant Center
10/7/2013 #bbcon 80
Personal kilometer
tracker
10/7/2013 #bbcon 81
10/7/2013 #bbcon 82
BRINGING MULTIPLE CAMPAIGNS TOGETHER
10/7/2013 #bbcon 83
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BREAKOUT SESSIONS
10/7/2013 #bbcon 89
P2P BOOT CAMP IS BACK!
CLASSES START NOVEMBER 5TH