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T
IMPACTFUL EVENT FUNDRAISING
HARNESSING THE POWER OF PEOPLE
MIKE SNUSZ
SENIOR STRATEGY CONSULTANT
TWITTER: @MIKESNUSZ
NETWITSTHINKTANK.COM/AUTHOR/MIKE-SNUSZ
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WHY P2P DESERVES YOUR ATTENTION:
• Number of fundraising emails from your organization that result into a donation
1 in 1,250
• Number of fundraising emails from an event participant that result in a donation
1 in 4
*2011 eNonprofit Benchmark Study; Data provided by Blackbaud and RunWalkRide Fundraising Council.
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DID YOU KNOW…
• Average gift per participant is $60$60
• Value of every email sent from an event participant!$15
• Average participant sends 27 emails27
• FAF emails have a 90% greater open rate90%
• Multi-year participants raise up to three times more than new participants3x
• Participants who use online tools raise six times more than non-users6x
*Data provided by Blackbaud and RunWalkRide Fundraising Council.
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THERE IS NO VERTICAL P2P DOESN’T REACH
6%1%
3%
13%
4%
4%
47%
6%
3%
2%1%
2%
4%2%
2%
Animal welfare
Aquarium or zoo
Arts and cultural
Community
Environmental
Faith-based
Health/Medical (e.g. seeking a cure for a disease)
Healthcare (e.g. supporting a hospital or other medical institution)
Higher education
International aid
Library
Other
School (K-12)
Social service
Youth
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HOW VERTICALS USE P2P
•Class Gifts or Athletic teams
Higher Education
•Grateful patients, community member events
Healthcare• Virtual food drives, bake sales
Human Services
• Annual campaign, “giving back” program
K12 schools•School fundraisers, incentive programs
Arts and Cultural
•Fund a mission trip, youth group challenges
Faith Based
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GOT 4 MINUTES? START FUNDRAISING
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IMPACTFUL EVENT FUNDRAISING HOMEWORK
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HOMEWORK QUESTIONS
• When does registration open?
• How many participants?
• How many teams?
• Registration fee or fundraising minimum?
• What percentage of participants fundraise?
• Reach their goal?
• How many exceed goal?
• % of event revenue comes in online?
• Incentives?
Source: Data provided by Blackbaud and Run Walk Ride Fundraising Council
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HOMEWORK ANSWERS
• When does registration open? 46%: 1-2 months
• How many participants? 82%: < 1,000
• How many teams? 80%: 1-15 teams
• Registration fee or fundraising minimum? 57%: No
• What percentage of participants fundraise? 79%: < 15%
• Reach their goal? 60%: < 15%
• How many exceed goal? 82% < 15%
• % of event revenue comes in online? 69%: <15%
• Incentives? 82%: No
Source: Data provided by Blackbaud and Run Walk Ride Fundraising Council
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We know what you’re
thinking….
“easier said than done!”
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FIVE THINGS YOU CAN DO TOMORROW
• Reward online registration• MUST HAVE!
• Raise 6x more with online tools
• Fundraising is easier with a page
• Offer discounts or incentives
• Email – top method for overachievers
• Social media – raise 40% more
• Twitter – raise 10x more & overachieve
Source: Data provided by Blackbaud and Run Walk Ride Fundraising Council
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FIVE THINGS YOU CAN DO TOMORROW
• Encourage everyone to
join / start a team• “Best way” to participate
• More likely to set & surpass goal
• Higher retention & satisfaction
• Why do people participate:
Source: Blackbaud’s and Run Walk Ride Fundraising Council’s Peer-to-Peer Event Fundraising Consumer Survey
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FIVE THINGS YOU CAN DO TOMORROW
• Focus on team captains• 33% of event revenue
• Communication & cultivation plan?
• Multi-year captains:
• Raise 3x more than new captains
• Retain 86% of revenue
• Focus area to increase
participation & revenue
Source: Understand the Value of Team Captains, Blackbaud http://www.blackbaud.com/RWR
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FIVE THINGS YOU CAN DO TOMORROW
• Provide samples…
of everything!• Individuals & team captains
• Topics: support, thank you, join
team, motivation, contests,
blueprints, alerts, etc.
• Channels: email, social media,
phone, face-to-face, etc.
• Borrow from top fundraisers
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FIVE THINGS YOU CAN DO TOMORROW
• Use incentives to motivate• Encourage competition & recognize
• Incentives: pricey & budget-friendly
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COMPETITION AND RECOGNITION
Highlight top fundraisers
Spotlight a “fundraising
athlete of the week”
Consider having incentives or fundraising
badges
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BONUS! TWO MORE THINGS…
• Start sooner• Give fundraisers more time
• Promote your cause first• Before & at the event
• Attract right participants
• Top reason participants
exceed goal
Source: Blackbaud’s and Run Walk Ride Fundraising Council’s Peer-to-Peer Event Fundraising Consumer Survey
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HELPFUL RESOURCES
www.Blackbaud.com/RWR
www.NetwitsThinkTank.com - an online
resource for nonprofit organizations
working with social media, internet
marketing, and online fundraising.
www.Blackbaud.com/Resources