it's time to optimize and innovate our peer-to-peer events

Optimize and Innovate Peer-to-Peer Events

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Presenters

Melissa LeeAccount Director

SankyNet

Kelley StewartVice President

Pursuant Ketchum

mlee@sankynet.com

@expetesso

kelley.stewart@pursuant.com

@pursuant

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What is Peer to Peer?

Forget about “Best Practices”.

Forget about your “Competition”.

Before you get excited, ask yourself:

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Before you get excited, ask yourself:

What role does Peer to Peer play in MY portfolio?

Acquisition

• Team Captains/Leaders

• Participants

Acquisition Empower don’t enforce

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• Participants

• Donors (via your TC/TL

and Participants)

• Data

Acquisition

Acquisition Think outside your box

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Fall Acquisition Campaign generated 710 new members in less than 2 weeks

Prospects, in this sense, are:

• Registered Leaders who aren’t recruiting

• Registered Participants who aren’t

Conversion

Prospects Active Participants

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• Registered Participants who aren’t

fundraising

Provide access to information & tools via low-touch vehicles

Conversion

Prospects Active Participants

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Then follow-up via high-touch vehicles to gauge effectiveness

Conversion

Prospects Active Participants

• Indicate what you’ve observed.

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• Indicate what you’ve observed.

• Give the person time to respond

with information.

• Score their response, and support

them as necessary.

Lapsed Participants Active Participants

Reactivation

1. Assume everyone will lapse. 2. Begin reactivation efforts immediately – with the post-event Thank You.

3. Score as you go.

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• Event After Party

• Post-Event Thank You

• Survey about the Event

• Social Media touches

• Email Invitation series

• Direct Mail Invitation (singular or series)• Telephone Invitation

Lapsed Participants Active Supporters

Reactivation

• Survey about the Organization

If scoring indicates that a contact will not reactivate as a participant, focus

your efforts on winning them to the organization in new ways.

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• Survey about the Organization

• Connect them to staff or volunteers

DO NOT sit on lapsed participants

whom you know to be organizational

prospects.

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Peer to Peer Donor Organization Donor

Peer-to-Peer donors usually have an

affinity to your cause, but they give to their

friends, not to your organization.

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friends, not to your organization.

So don’t treat them like your donors.

Take some time to cultivate them

independently, first.

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Peer to Peer Donor Organization Donor

• Thank them for what they’ve done.

• Acknowledge the connection to their friend.

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their friend.

• Build a connection to the peoplewho benefit from your organization.

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Peer to Peer Donor Organization Donor

• Tell stories about your work.

• Track the interest and engagement of individuals over time.

Which story attracted

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• Use what you learn to inform very targeted appeals 6 months later.

Which story attracted

attention from your

peer-to-peer donor?

Use the information to

target your appeal.

VideoVideo is a powerful tool use it carefully

• Games

• Variable Data/Personalization

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Personalization

• Stewardship

• Appeals

• Recruitment

Innovation

Innovation Requires an innovative culture

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Integrated StrategiesMulti-Channel Cross Channel Strategic Focus

Integration: Coordinating or blending a group of parts into a unified system

Multichannel Marketing: Use of multiple communication

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Cross-Channel Marketing: Use of one communication channel to support or promote another

Strategy vs. Tactics: An overarching plan vs. tools or methods to achieve the plan

Prioritization

Personal URL

(Direct Mail)

Personalized

Letter

Website

DATA

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Cultivation

Email

Survey/Engagement

Phone Conversation

StewardshipPersonalized

Update

DATA

Welcome

Series

Analytics & Optimization

• Make data a priority

• Set measurable goals

Analytics Activate Test Evaluate

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• Set measurable goals

• Prioritize based on impact

• Track your participant life cycle.

AVERAGE

Analytics & Optimization

• Know what you’re tracking

Optimization > Track > Plan > Test > Adjust

AVERAGE GIFT

WEB

TRAFFIC

REVENUE

CONVERSION

RATE

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• Assess areas of greatest opportunity

• Prioritize based on impact

Analytics & Optimization

Destructive Crises Proactive Urgency

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Pick Your Puzzle Piece

• Acquisition

• Conversion

• Reactivation• Upgrade • Video

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• Video

• Innovation

• Integrated Strategies

• Prioritization

• Analytics & Optimization

Free resources available upon request

Thank You!

Melissa LeeAccount Director

SankyNet

Kelley StewartVice President

Pursuant Ketchum

mlee@sankynet.com

@expetesso

kelley.stewart@pursuant.com

@pursuant

Tweet this! #FRDNY