best practices in p2p fundraising

BEST PRACTICES IN P2P FUNDRAISING

September 16, 2014

Who Am I?

Founder, hjc

Integrated Fundraising Advisor and Event Enthusiast!

Mike Johnston

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Agenda

• I love events!

• The Big Picture

• Oracle – borrowing from the commercial world for our events: Journey Mapping Trends & Features

• 6 Trends that must be mastered

• Case Study

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Why leverage trends?

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Why leverage trends?

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THE BIG PICTURE FOR EVENTS

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Gen Y 65% very comfortable

(23% doing so now)

Gen X 56% very comfortable

(24% doing so now)

Boomer 45% very comfortable

(14% doing so now)

Mature 47% very comfortable

(16% doing so now)

37%

6%

51%

37%

9%

51%

30%

5%

63%

24%

6%

68%

Once or twice 3+ times Never

Gen Y Gen X Boomers Matures

Engagement: Peer-to-Peer Fundraising

Supported Someone Else Raising Money on Behalf of a Charity

Never 19%

1-2 times 58%

3+ times 16%

DK 6%

Have Fundraised on Behalf of an Organization or Participated in a

Run or Event to Raise Money

Reason for Support

To support the individual 24%

To support the Charity 8%

Both 61%

Comfort-level Talking to Others about Charities Support

• 3-in-10 Boomers and Matures have • 8-in-10 have supported someone

else raising money for a charity

no differences by generation

↓

↑

↑ 9

Next Generation of Canadian Giving

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Next Generation of Canadian Giving

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• The rise of local events e.g. hospitals to compete with national charity events

• Simple walks are up overall for smaller, more focused causes

• Cycle events are gaining more traction

• Newer events are growing, older events are stagnating

JOURNEY MAPPING TRENDS & FEATURES

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• 400,000 customers • $37.2 billion in revenue in 2013 •What can we learn about how they

treat their customers?

Customer Experience Journey Mapping

• Organizations which provide a compelling customer experience reap the benefits

• With products, services and pricing so competitive, customer experience is the last remaining sustainable differentiator

• Journey Mapping is an emerging and powerful technique to understand the needs of the customer, whether that customer is a consumer, citizen, student, patient, user, employee, member, or donor

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Lifecycle Marketing

You recognize that people go through stages as

they interact with your organization, and that

each stage requires different marketing actions.

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Content Creation

You create targeted

content that answers

your participant's basic

questions and needs,

and you share that

content far and wide.

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Personalization & Context

As you learn more

about your participants

over time, you can

better personalize your

messages to their

specific needs.

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Multi-Channel Presence

Donor Journeys are

multi-channel by nature

because they approach

people where they are,

in the channel where

they want to interact

with you.

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Integration

Your CRM & analytics

tools all work together

like a well-oiled

machine, allowing you

to focus on deploying

the right content in the

right place at the right

time.

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Data & Systems Matter

• CRM Solution is Must.

• Data Integration is Must.

• Marketing Automation Capability is a Must.

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Objectives:

• Define a clear strategy for increasing the flow of event participant information and support within the charity, with clear measures for success

• Build deeper relationships with participants and become more empathetic to participants

• Create opportunities for participant movement, increasing cross-selling opportunities, through strategic cross-team communication

• Maximize long term value from participants Slide 22 proprietary and confidential 9/17/2014

Oracle Presentation on Mapping the Customer Experience : http://slidesha.re/1raXyDw

What do they look like?

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6 TRENDS TO MASTER IN ORDER TO UNLOCK YOUR P2P POTENTIAL

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6 TRENDS

1. Using data analysis to guide segmentation

2. Loving Team Captains/Champions 3. Having a plan 4. Managing Internal Resources to

unlock EVERY participant/donor 5. Making Mobile Matter 6. Creating year round stewardship

cycles

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#1: Segmentation is Key

• Pareto’s principle is alive and well for event participants

• Look at your top 2% then your next 8%

– Do they stay the same from the year before?

– Did you lose any of your key players?

• With limited resources it’s important to hone personal coaching and stewardship for these folks

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2012 2011 2010

2%

8%

20%

70%

2%

8%

20%

70%

2%

8%

20%

70%

• 2012 - Top 2%= 69 fundraisers who are key to support this year. These champions receive enhanced cultivation support. Personal fundraising coach. Welcome call from Executive Director or Board Member.

• 2011 - Top 2%= 69 fundraisers you need to re-engage. Consider calling them personally to thank them for past participation and find out what you can do to get them back to the event.

• Further 8% in past 2 years = 553 fundraisers who also deserve some special attention. Event Chairs to call/welcome back.

$164,126.38

$180,161.64

$199,886.59

$255,668.59

$142,015.07

$152,081.03

$164,570.16

$226,930.63

$88,181.56

$122,799.46

$138,098.54

$200,280.45

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Key predictors of success

• More participants correlate with higher revenue – But, it is important to recruit participants who

FUNDRAISE – quality and quantity

• Recruit participants early – Time as a participant means more donors

• Focus on teams – Team participation correlates positively with

increased fundraising and overall satisfaction

– Teams participate year over year

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More Predictors

• Watch for fundraising goal increases & decreases

– Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely

• Can you track how many emails each participant sends?

– More emails means more donors! You get what you ask for!

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#2: Team captain retention?

• Yes please!

• Multi-year team captains raise 2 to 3 times more than multi year captains

• Multi-year captains will, on average, retain 86% of their previous year’s revenue

• These are your champions. Share the love these people and make them feel good!

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#3: Having a plan matters

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#4 Managing resources to give a better experience to every participant

Team captain with large team or high goal

• Call from committee, personalised coach

Other team captains

• 2 stewardship calls

Individuals

• promote upgrading

Team member

• basic experience

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#5 Mobile Matters

• Personal and Team fundraising pages mobile-friendly

• Donors who receive solicitation emails on their mobile device can easily complete a transaction on their phone or tablet

• Example: Step Forward to Cure TSC – Tuberous Sclerosis Alliance

DONOR CAN COMPLETE ACTION ON PHONE

USER CAN REGISTER FOR EVENT USING PHONE

MOBILE-FRIENDLY NAVIGATION

Event Registration

Post-Event Stewardship

Engagement: News + Updates

Fundraising Appeals

Love + Stewardship

#6: Participant Stewardship Cycle (Year-Round)

Other opportunities throughout the year:

• Larger Gift Opportunity Survey

– Identify major, middle and bequest donors

• Engagement in Decision-Making – Save the date + help us pick a slogan

• Post-Event Photo Contest

– Participants submit their event photos on social media and could win a prize.

Case Study: How to Unlock the Potential of your event donors

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Engagement Challenges

Challenges pre-2012: • Different brands for community branches

across Ontario

• Different event dates for each community event

• Different sponsors for community branches across Ontario

• Different prize/incentive programs

• No customer service model

• Little province-wide marketing

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Engagement Opportunities

Opportunities for 2012 • Addition of the Toronto walk

• Consistent brand for the event

• Different event dates for each community event

• Province-wide and local sponsors

• Consistent, provincially managed prize/incentive program

• Provincially marketed and integrated customer service model

• Celebrity endorsement

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What they did with email to unlock great potential…

• Welcome Series o At registration each

walker received a series of 3 timed emails.

o Conditional content for Team Captains v. Team Members and for new Walkers.

• Other automated emails sent from the system based on lack of activity for certain number of days.

• Coaching Email Series

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What you can do to unlock that event potential

Focus on your top performing segments

Focus on your non-performing segments

Take advantage of your technology’s tool set ex automated emails

Test

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What they did with the phone to unlock potential…

• Assign the top 2% of fundraisers and corporate team captains to a personal fundraising coach for monthly phone call.

• Every team captain and new registered participant gets a welcome phone call.

• Next 8% of top fundraisers get a personal call from their Walk Committee Chair.

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What you can do with the phone…

Focus on your top performing segments

Focus on your non-performing segments

Work with staff and volunteers

Test using the phone and see what kind of results you get!

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What they did with a survey to unlock event potential…

• Immediately following the Walk post-event survey sent to participants

• Survey includes questions about event experience, the site and online tools, as well as reasons for Walking.

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What you can do to unlock greater potential with a survey

Plan to send a post-event survey

Use Survey Monkey

Offer an incentive to complete

Capture actionable information about participants + event experience

Ask for feedback on your engagement strategies!

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What they did with social to unlock event potential…

Twitter

Event hashtag • Recognize top fundraisers

and teams

• Post fundraising and walking tips

• Encourage re-tweeting/conversation

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Get on top of trends and good things happen!

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2014 Improvement for OSPCA - Event Website Best Practice

• Registration - easy to find and straightforward • Donations - easy to support a participant or

make a general event donation • Participant/Team Search – clear and easy to

use • Top Fundraisers and Top Teams list • Funds Raised So Far or Event Goal or

Thermometer • Simple Navigation: Event Information, FAQs,

Contact Information

CLEAR CALL TO ACTION

CLEAR CALL TO ACTION

SIMPLE SITE NAVIGATION

EVENT-BASED IMAGES

STEWARDSHIP