best practices in p2p fundraising

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BEST PRACTICES IN P2P FUNDRAISING September 16, 2014

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On September 16, Mike Johnston gave a presentation on Peer-to-peer fundraising, and best practices at the Internet Fundraising Seminar Toronto

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Page 1: Best Practices in P2P Fundraising

BEST PRACTICES IN P2P FUNDRAISING

September 16, 2014

Page 2: Best Practices in P2P Fundraising

Who Am I?

Founder, hjc

Integrated Fundraising Advisor and Event Enthusiast!

Mike Johnston

proprietary and confidential 9/17/2014

Page 3: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential

Page 4: Best Practices in P2P Fundraising

proprietary and confidential 9/17/2014

Page 5: Best Practices in P2P Fundraising

proprietary and confidential 9/17/2014

Page 6: Best Practices in P2P Fundraising

Why leverage trends?

9/17/2014 proprietary and confidential 6

Page 7: Best Practices in P2P Fundraising

Why leverage trends?

9/17/2014 proprietary and confidential 7

Page 8: Best Practices in P2P Fundraising

THE BIG PICTURE FOR EVENTS

9/17/2014 proprietary and confidential 8

Page 9: Best Practices in P2P Fundraising

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

Page 10: Best Practices in P2P Fundraising

Next Generation of Canadian Giving

9/17/2014 proprietary and confidential 10

Page 11: Best Practices in P2P Fundraising

Next Generation of Canadian Giving

9/17/2014 proprietary and confidential 11

Page 12: Best Practices in P2P Fundraising

9/17/2014 proprietary and confidential 12

• 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

Page 13: Best Practices in P2P Fundraising

JOURNEY MAPPING TRENDS & FEATURES

9/17/2014 proprietary and confidential 13

Page 14: Best Practices in P2P Fundraising

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

treat their customers?

Page 15: Best Practices in P2P Fundraising

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

proprietary and confidential 9/17/2014

Page 16: Best Practices in P2P Fundraising

Lifecycle Marketing

You recognize that people go through stages as

they interact with your organization, and that

each stage requires different marketing actions.

proprietary and confidential 9/17/2014

Page 17: Best Practices in P2P Fundraising

Content Creation

You create targeted

content that answers

your participant's basic

questions and needs,

and you share that

content far and wide.

proprietary and confidential 9/17/2014

Page 18: Best Practices in P2P Fundraising

Personalization & Context

As you learn more

about your participants

over time, you can

better personalize your

messages to their

specific needs.

proprietary and confidential 9/17/2014

Page 19: Best Practices in P2P Fundraising

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.

proprietary and confidential 9/17/2014

Page 20: Best Practices in P2P Fundraising

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.

proprietary and confidential 9/17/2014

Page 21: Best Practices in P2P Fundraising

Data & Systems Matter

• CRM Solution is Must.

• Data Integration is Must.

• Marketing Automation Capability is a Must.

proprietary and confidential 9/17/2014

Page 22: Best Practices in P2P Fundraising

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

Page 23: Best Practices in P2P Fundraising

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

Page 24: Best Practices in P2P Fundraising

What do they look like?

proprietary and confidential 9/17/2014

Page 25: Best Practices in P2P Fundraising

6 TRENDS TO MASTER IN ORDER TO UNLOCK YOUR P2P POTENTIAL

9/17/2014 proprietary and confidential 25

Page 26: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential 26

Page 27: Best Practices in P2P Fundraising

#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

9/17/2014 27

Page 28: Best Practices in P2P Fundraising

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

proprietary and confidential

Page 29: Best Practices in P2P Fundraising

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

9/17/2014 29 proprietary and confidential

Page 30: Best Practices in P2P Fundraising

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!

9/17/2014 30 proprietary and confidential

Page 31: Best Practices in P2P Fundraising

#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!

9/17/2014 31 proprietary and confidential

Page 32: Best Practices in P2P Fundraising

#3: Having a plan matters

9/17/2014 32 proprietary and confidential

Page 33: Best Practices in P2P Fundraising

#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

9/17/2014 proprietary and confidential 33

Page 34: Best Practices in P2P Fundraising

#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

Page 35: Best Practices in P2P Fundraising

DONOR CAN COMPLETE ACTION ON PHONE

USER CAN REGISTER FOR EVENT USING PHONE

MOBILE-FRIENDLY NAVIGATION

Page 36: Best Practices in P2P Fundraising
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Event Registration

Post-Event Stewardship

Engagement: News + Updates

Fundraising Appeals

Love + Stewardship

#6: Participant Stewardship Cycle (Year-Round)

Page 38: Best Practices in P2P Fundraising

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.

Page 39: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential 39

Page 40: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential 40

Page 41: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential 41

Page 42: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential 42

Page 43: Best Practices in P2P Fundraising

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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Page 44: Best Practices in P2P Fundraising

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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Page 45: Best Practices in P2P Fundraising

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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Page 46: Best Practices in P2P Fundraising

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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Page 47: Best Practices in P2P Fundraising

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!

9/17/2014 proprietary and confidential 47

Page 48: Best Practices in P2P Fundraising

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

9/17/2014 proprietary and confidential 48

Page 49: Best Practices in P2P Fundraising

Get on top of trends and good things happen!

9/17/2014 proprietary and confidential 49

Page 50: Best Practices in P2P Fundraising

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

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Page 52: Best Practices in P2P Fundraising

CLEAR CALL TO ACTION

CLEAR CALL TO ACTION

SIMPLE SITE NAVIGATION

EVENT-BASED IMAGES

STEWARDSHIP