integrate your fundraising approach with an online peer-to-peer campaign
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Visit www.Blackbaud.com/blackbaudindex
Online Overall
Source: www.blackbaud.com/nonprofit-resources/charitablegiving-infographic
Source: Chronicle of Philanthropy 400
Blackbaud Index - Overall Giving vs. YMCA Fundraising
Source: Chronicle of Philanthropy 400
YMCA Overall Fundraising 15th Nationwide in 2013
90%
9%
1%
Online Donations Peer-to-Peer Social
Peer-to-Peer
• Run/Walk/Ride
• Signature Events
• Independent Fundraising
Social
Online Donations
• Online Appeals
• Rapid Response
• Annual Giving
Source: Blackbaud, Steve MacLaughlin
Where Online Fundraising Takes Place
Phone
Events
Direct Mail
Mobile
Web Email
Peer-to-
Peer
Direct Mail
Social Media
Put Your Donor At The Center Of Your Fundraising Universe
Source: http://offers.hubspot.com/donor-persona-template
Know Your Donor, Create
Donor Personas …
Background
Basic info …
Key data
History with org
Relevant info education, hobbies,
likes, inspiration, concern
Demographics
Gender
Age
Income
Lifestyle
Identifiers
Buzz words
Mannerisms
• Susie Taylor
• Birthday: April 21, 1984 “Gen Y”
• Young professional at a Tech Co.
• Volunteers once a month at the
shelter and at signature events.
• Posts and shares in social media.
• Donates twice a year.
Source: www.blackbaud.com/nonprofit-resources/generational-giving-report
Know Your Donors, Helpful 3rd Party Info
YMCA Values
Vision
Mission
Donor Values
Inspiration
Donation
Your Fundraising Sweet Spot
Your Brand
2014 1 Girl Scouts
2 Boys and Girls Clubs
3 The YMCA
2013 1 Girl Scouts
2 Big Brothers Big Sisters
3 Reading is Fundamental
2012 1 Girl Scouts
2 Reading is Fundamental
3 The YMCA
Strong Brand = Higher Revenue Harris Poll Equitrend study, YMCA awareness is # 3 nationwide.
25%
www.blackbaud.com/nonprofit-resources/nonprofit-content-marketing-report-2013
92% of nonprofit professionals
use content marketing.
of nonprofit professionals
have a content strategy.
Strong Brand = Higher Revenue Strong Brands Need Content!
In Person
Events
88%
eNews
84%
Website
Articles
85%
Social
Media
86%
Videos
71
%
What Content
Does Your
YMCA Need?
www.blackbaud.com/nonprofit-resources/nonprofit-content-marketing-report-2013
Peer-to-
Peer
Experiment with Peer-to-Peer Fundraising
Peer to Peer Fundraising
What is it? Why do it?
Who does it?
When to do it? How to do it?
Where to start?
4/17/2014 Blackbaud Confidential 17
What is it?
When to do it?
Recruit campaigners to ask
their peers to donate to their
YMCA.
Campaigners
Donors
YMCA
It’s NOT just about events anymore. (And you, the YMCA, already know this.)
The rest of this content is best
listened to live! Join us for our
upcoming webinar:
Creating Your YMCA’s Next
Peer-to-Peer Campaign
May 8, 2014. 1 PM EST
Register here.
Why do it? The power of the P2P ask.
That’s why.
Mom
Grandparents
Big Sister
Best Friend
When to do it?
• Number of fundraising emails from an organization that result in a donation
1 in 1250
• Number of fundraising emails from a P2P fundraiser that result in a donation
1 in 4
2011 eNonprofit Benchmark Study; Data provided by Blackbaud and RunWalkRide Fundraising Council.
#YP2P
CAMPAIGNERS DONORS
CAMPAIGNERS DONORS
CAMPAIGNERS DONORS
Who does it? It takes all kinds of kinds.
Board
Members
Staff &
Volunteers
Y Members Program
Participants
Alumni
Gen X Gen Y
43% 46%
35%
30%
Boomers Matures
Fundraised on Behalf of an Organization
AND MILLENNIALS…
willing to raise
money on
behalf of a
nonprofit they
care about
70%
fundraise for a
traditional event
(run, walk, ride)
64%
prefer asking
people to
donate to a
designated
nonprofit in lieu
of physical gifts
46% NOT afraid to
ask family and
friends for
money when
they feel
strongly about a
cause
45%
2013 Millennial Impact Report
Let’s not forget about youth P2P fundraising.
Trick-or-Treat For UNICEF
Jump Rope For Heart
St. Jude MATH-A-THON
How to do it?
When to do it?
Your campaigners ask
just like you do.
Online Social & Mobile
Special Events Direct Mail When to do it?
Online Social & Mobile
Special Events Direct Mail
THE ASK
When to do it?
Online Social & Mobile
Special Events Direct Mail
THE ASK
Evolved from pledge forms…
To personal webpages
It’s time to be a coach.
22% increase in overall fundraising
31% increase in online fundraising
20% increase in average gift
Inaugural event
Raised over $230,000
Registered 580 participants
Personal Progress Update
Personal & Team Report
Call-to-action for the Team Captain
Be social. Allow others to be social. (It’s not just about you, it’s about them too.)
When to do it?
When to do it?
Anytime! All year long!
Where to start?
When to do it?
Get online! Raise more money!
Identify your opportunities.
Create a content strategy.
Get an online P2P solution.
• Benchmark your YMCA’s fundraising efforts:
www.blackbaud.com/blackbaudindex
• Generations
- Next Generation of American Giving: www.blackbaud.com/nonprofit-
resources/generational-giving-report
- Next Generation of Canadian Giving:
https://www.blackbaud.com/nonprofit-resources/generational-giving-report-
canada
- Millennials who Donate: http://www.themillennialimpact.com/research
• Personas
- http://offers.hubspot.com/donor-persona-template
- www.johnhaydon.com/2013/02/28/nonprofit-marketing-personas-workbook/
• Peer-to-Peer Benchmarking 2014 < NEW!!!
- https://www.blackbaud.com/nonprofit-resources/p2p-fundraising-study
RE S OURCE S & RE F E RE NCE S
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