advanced p2p fundraising

Advanced P2P Fundraising

&

Who We Are

Mike Spear Taylor Corrado

Today’s Agenda

• Traditional Peer-2-Peer vs. The New Model• Growing Community through Inbound

Marketing• Case Studies• Tools of the Trade• Questions

“Traditional” Peer-to-Peer

Fundraising

Traditional P2P Fundraising

Common Applications:

• Run/Walk/Ride Events

Common Applications:

• Unique Experiences

• “Over the Edge”

Traditional P2P Fundraising

Common Applications:

• Real-Life Experiences

• Service Trips

Traditional P2P Fundraising

Common Applications:

• Project-Based

• Kickstarter-style “Crowdfunding”

Traditional P2P Fundraising

Common Perceptions:

• Young Donors & Fundraisers

• Small Donations

• Limited duration and scope

Traditional P2P Fundraising

By the Numbers…

On Average:

• $568 per active page

• 7 donors per page

• 4 new donors per page

• $77 Donation Size

Key Characteristics:

• Time-Based• Shared Fundraising Goal• Common Purpose• Charity-Centric

Most fundraisers are young…

But all generations can raise money!

Your Fundraising Community

Why it Works

Why Peer 2 Peer Fundraising Works

• It’s Active

• It’s Personal – Fundraisers determine their own “Why”

• It reaches exponentially more people

• It creates community

Supporter

Donor

Recurring Donor

Fundraiser

Lifelong Fundraisi

ng& Major

Gifts

Not all donors created equal.

Engage with supporters wherever they are in your funnel, and seek to upgrade them over time.

Work your Engagement Funnel

Or to put it another way…

Traditional Model:Multiple campaigns and events produced

throughout the year.

Event #1

Event #2

Event #3Event #4

Event #5

From a Marketing Perspective:

• Phone Calls• Emails• Direct Mail• Social Media• Large-Scale Events

From a Marketing Perspective:

• Phone Calls• Emails• Direct Mail• Social Media• Large-Scale Events

Interruptive, “Outbound” Marketing

The New Model

“Rolling”Peer - to – Peer

Fundraising

The New Model

Pioneered by charity:water

Pioneered by charity:water

Pioneered by charity:water

Pioneered by charity:water

Key Characteristics:

• Year-Round Fundraising• Leverages your Existing

Audience• Supporters Fundraise on

their own terms & for their own reasons.

From a Marketing Perspective:

• Blogging• Keywords / SEO• Social Media

From a Marketing Perspective:

• Blogging• Keywords / SEO• Social Media

Permission-based“Inbound” Marketing

Marketing for Year-Round

Peer-to-Peer Fundraising

Build your Blog

Your blog is the foundation of any good rolling peer-to-peer effort.

Build your Blog

StayClassy uses its blog to:

• Build Community

• Demonstrate Authority

• Provide Content that’s meaningful to our base

• Generate new leads through newsletter signups, guide downloads, etc.

Build your Blog

You can use your blog to:

• Build Community

• Demonstrate Authority & Impact

• Provide Content that’s meaningful to your base

• Gather leads through newsletter signups, donations, and fundraising campaigns

Build your Blog

Our Blog Articles Provide Value:

• Fundraising Best Practices

• Client Success Stories

• Industry Trends

• Generate new leads through newsletter signups, guide downloads, etc.

Build your Blog

Your Blog Articles Provide Value:

• Demonstrate Impact

• Highlight top Fundraisers & Supporter-Driven Events

• Gather leads through newsletter signups, donations, and fundraising campaigns

Always have a “Call to Action!”

Build your Blog

Build Traffic, Measure Success!

Build your Blog

1 Post:• 9,000 views• 372 Leads

Build your Blog

Build your Email ListMore than Donation Appeals…

• Highlight Community Members

• Demonstrate Authority, impact, and Gratitude

• Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities

Build your Social Media

Social Media is a Hub…

• Build Community

• Highlight Community Members

• Demonstrate Authority & Impact

• Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities

New Social Inbox

Drip Marketing

• Using HubSpot, you can program emails to go out automatically, at regular intervals, based on criteria you determine.

• Nurture supporters from casual observers to active donors or fundraisers.

• Monitor the success of each email “track.”

Trigger-Based Emails• Send auto-emails based

on specific actions or dates

1 Month before someone’s birthday

3 Months before an endurance race in their area

When a donation is made

When someone creates a fundraising page

When someone reaches their goal

A Few Examples

The Trevor Project

• New to Peer-to-Peer Fundraising

• 1st Campaign: Texting to Save Lives

• Goal: $10,000 in one month

• Extended to 2 months

• Raised $50,000

The Trevor Project

Brand-New year-round P2P Community

NBCF

• Permanent Peer-to-Peer community

• 3rd Party Ticketed Events

• Brings in more than $10,000 every month

Pencils of Promise• Fundraise

anytime to fund new school construction.

• Frequent contests for fundraising milestones

New Organ

• Robust fundraising community.

• Enhanced experience using StayClassy “APIs”

Fundraising progress bar Amount raised Mosaic of active fundraisers

Takeaways

Key Characteristics:

Traditional Model:

• Time-Based• Shared Fundraising

Goal• Charity-Centric• Specific events or fund

specific programs

New Model:

• Year-Round Fundraising

• Supporter-Driven Fundraising

• Build Community

From a Marketing Perspective:

Traditional Model:

• “Outbound” Marketing Phone Emails Direct Appeals Social Media

Short-Term Mentality &

Interruptive

New Model:

• “Inbound” Marketing Blogs Keywords SEO Drip Marketing

Long-Term & Permission-Based

Anything can be a Fundraiser:

Anything can be a Fundraiser:

Great Fundraising Ideas Birthdays In Honor / In Memory Run / Walk / Ride Holiday Parties Dinner Parties Cause-Related Celebrations School, Family, or Work Groups Service Trips Personal Challenges Be Creative!

White-Labeled Member Community!

Members can: Create Fundraisers Manage Recurring

Donations Reprint Receipts Invite Friends Keep info up-to-date

Create a cycle of Empowered Engagement.

Event #1

Event #2

Event #3Event #4

Event #5

Rolling P2P

Platform Considerations

When Evaluating Platforms:Make sure that your marketing platform:

It puts your brand first (white-labeled) Easy to use Socially integrated Allows supporters to determine own “why” Easy fundraiser creation & editing Real-time access to donor data Easy list segmentation It continuously innovates Responds to your feedback Provides ways to maximize long-term

ROI through continued engagement opportunities

Seamless Facebook Integration

Accomplished in collaboration with

Facebook…

Responsive Design:

Optimized for every device automatically.

Full API Access

Display real-time fundraiser

data

Fundraiser progress Donor Activity Interactive maps Event calendars

Seamlessly integrated into

your website

www.neworgan.org/100

“ There’s nothing more powerful than an idea whose time has come “

- Victor Hugo

Questions?

Thank You!

Mike Spearmike@stayclassy.

org@classy_mike

Taylor Corradotcorrado@hubspot.co

m@taylorlcorrado