Peer to Peer Fundraising Comparative Analysis

Manager for Project: Brian Tucker Intern: Carolina Beltran

1

What is Peer-to-Peer Fundraising?

Empowering your supporters to raise money (from their peers) on your

organization's behalf

Why Peer-to-Peer Fundraising?

Psychology

Utilize and Maximize Networks

Creativity and Empowering

Removes Skepticism

Assignment:

Create a Competitive Analysis of Peer-to-Peer Fundraising Models Online

Usability

Goals:

• To establish peer-to-peer fundraising models as a legitimate fundraising channel with multiple successful approaches that have not been maximized.

• To see how World Vision has been doing in

the space of personal fundraisers and what can be improved to maintain a competitive edge.

Background Research?

2012 BlackBaud Consulting Peer-to-Peer Athletic Fundraising Benchmarking Insights

• Team Members are the most effective fundraisers.

• Multi-year fundraising participants are twice as

effective.

• Retaining participants is a challenge.

What Organizations?

Larger, more established medical fundraisers

Similar causes and platform sizes

“Competitor Organizations”

World Vision Programs

Methodology 1) Documented entire process with screenshots of everything. Created a Gmail and documented a timeline with all the emails, newsletters, sign-ups, etc. 2) Had a $200 Visa and made donations to each website of $10 3) Created two spreadsheets User Experience

- Sign Up Process, Ease of Financial Checkout, Time Span of Communication, Verbage for Ask, Clarity, Ease of Tools, Personality, Social Media Ease

Quantitative Experience - Website, Contact Information, Platform, Money Raised, Number of Participants, Amount Suggested to Fundraise, Programs Offered, News

Spreadsheets Available Upon Request

Organizational Platforms

Relay for Life

Highlights: • Facebook Synchronizing Abilities • Clear instructions on what to do to fundraise

• Easy instructions • Clear home

platform • Professional and

Efficient

Race for the Cure Susan G Komen

• Very Cluttered,

and Boring • Difficult to

Engage

• Web platform is not the main focus of the fundraiser

• Incredibly Rudimentary

March of Dimes, March for Babies

• The ask and verbage is formal

• Big focus

on company engagement and females

• Adorable babies everywhere!

• Clear communication with Team Captains

• Made “team captain” a jazzy position

• Clear and Concise Instructions for an older generation

Invisible Children • Homepage is a little

cluttered • The “Act and Ask” is

less clear here than on other P to P organizations

• The separation from

“dashboard” to actual page is very confusing

• Liked that people could have a “live feedback”

• Updates on the amount

people give

• This visualization of how much people are donating is engaging

• Love the campaign graphics, yet this does not invoke action

• You can’t access this

on your personal fundraising page this must be done BEFORE

• Only small paragraph description

Water for People • “Gets the

job done” but not interactive

• Too cluttered and not engaging

• “Ask” and “Verbage” is incredibly informal

• You can upload videos, pictures, and even name your campaign

• Beautiful, Engaging, and Creative ideas for fundraising tactics to increase fundraising

1.

2.

3.

Team Compassion • Convio Platform that

TWV, 30Hr, Gift Catalog all use

• Dashboard separation

confusing

Team Samaritan’s Purse

• Platform is FirstGiving

• Cluttered and slightly confusing

Save the Children

• Very new program, called in to get information, could not get any yet

Team World Vision

• Convio Platform

• Clear and simple

• There are beautiful graphics, relatively easy to use, very simple

• Love the “story”

being told and dedication to water

• Tied for favorite peer to peer platform

• Simple, engaging, clear

• The personal connection to the entrepreneur and the detailed description allows for connectivity

• Makes you feel proud of your donation!

30 Hour Famine

• Again, the Convio platform creates a separation between the dashboard and your personal page with is confusing

• Does not allow for creativity or usability when telling your story or fundraising

Gift Catalog

• The mission of the catalog is wonderful, but it is confusing to navigate and unclear

0102030405060708090

100110120130140150160170180190200210220230240250260270280290300310320330340350360370380390400410420

Revenue (Millions)

User Experience Online

Clear and Easy

Unclear/Cluttered

Engaging Lifeless

Scope of Organization’s Revenue

Organization Relies Solely on Online Fundraising

Organization has a diversity of Financial Fundraising

Organization has a diversification of Athletic Fundraising Events and Financial Fundraising

$12.3 M

$1.7M

$15.6M

$618 M (Organization) N/A (TSC)

$398 M (Organization) $209K (TSP)

$552 M (Organization) N/A (TCI)

$956M (Organization) $415M (Online)

$400M (Organization) $131M (Online)

$212M (Organization) $105M (Online)

Conclusion

What are we doing now?

Just a few standout things that are being done well: It is a simple interface for the viewer Amazing storytelling and making it

personal and connected

Commitment to the work through great photography

There is a real team feeling

Beautiful, Simple- to- use, and Interactive

Things to note as we move forward * Constant Updating from Organization, March of Dimes was the best: Military Campaign

* Immediate Tax Deductible Receipt

* Help provide people with creativity and ideas for un-traditional fundraising skills

* Highly Integrated with Facebook, with a step-by-step process * Easy step by step integration and beautiful graphics on all WV platforms

* Ability to edit your “Personal Fundraising” page on the website directly without the “Dashboard” component * If there is a “team” component there must be a clear

“Call to Action” for the team leaders

Food for Thought • Just because a platform is “boring” or “cool” does not mean this is correlated to

their revenue • Every platform conveys its personality and targets a specific demographic • A peer-to-peer fundraising channel is sometimes the core representation of an

organization’s brand and identity.

• How can other events besides athletic races, events or campaigns leverage a peer to peer fundraising model?

• There is something to be said for a seamless, flowing experience on a website platform that provides the user with an enjoyable and engaging experience! Let World Vision capitalize on this insight!

Questions?

Brian Tucker: btucker@worldvision.org

Works Cited • http://www.riverwalkchurchofchrist.org/wordpress/wp-content/uploads/2011/03/Trust-

Fall.jpg • http://www.freakonomics.com/2008/03/31/is-the-non-profit-world-teeming-with-fraud/ • http://www.freakonomics.com/2008/03/31/is-the-non-profit-world-teeming-with-fraud/ • http://www.b2bvoices.com/wp-content/uploads/2010/10/futureofbirth.jpg • http://www.trail-loppet.com/files/2012/04/Team-World-Vision1-Medium.jpg • http://social.razoo.com/2012/01/what-is-peer-to-peer-online-fundraising-anyhow/ • http://stories.alexanderyellen.com/wp-content/uploads/2009/01/story.jpg