how peer to peer fundraising can improve the performance of your events by up to 40%
TRANSCRIPT
How Peer to Peer fundraising can improve the performance of your events by up to 40%
Steve Thomas, Purple Vision
Margaret Hollings, Nightingale House Hospice
Agenda
1. Introductions2. Background
– Online and event fundraising– What is Peer to Peer?
3. Blackbaud study4. Case study and discussion5. What next?
Question 1: What is online fundraising?
• Website?• Email?• Donate here?• Just Giving?• Social media?
Question 2: What is Peer to Peer?
How is Peer to Peer helpful?• Community engagement• Recruitment• Campaigning• Membership• Service support• Fundraising
– Supporter acquisition– Appeals– Events
How are your events performing?
“With over one million people taking part in Sainsbury’s Sport Relief Miles and active fundraising up and down the country, Sport Relief 2012 was a massive success.We’d like to say an even more massive ‘thank you’ to every single person who helped raise the staggering total of £62,519,216 so far. It’ll make an incredible difference to people across the UK and the world’s poorest countries.”
+42% on 2010
• Peer to Peer Event Fundraising Benchmark Study 2011• 48 different organizations and 1,845 events in the United States and Canada
The online effect
Understanding Fundraiser and Peer Donor Motivations to
Grow your Peer to Peer event fundraising
Insights from a study of the City2Surf Fun Run – the worlds largest timed community run
City2Surf overview
• The worlds largest timed event – 80,000 participants• 41 years old• Peer to Peer fundraising introduced in 2008• Fundraising not compulsory• over 600 charities to choose from• Growing at 30 – 40% year on year
Study overview
• Online survey
• 2 months post City2Surf
• 207 runners
• 240 donors
• All of whom who had raised money for or donated to eleven different charities of differing sizes and categories.
Study overview - why did we do it?
• $100 million raised through Blackbaud’s Peer2Peer fundraising technology (Everyday Hero and Heroix) since 2007.
• In just 4 years events City2Surf and other major community events have become a significant fundraising opportunities thanks to the power of this technology.
• Yet for all their success we don’t really understand why people fundraise and their motivations.
• Therefore we don’t really understand how charities can optimise this giving channel
• Or how to really optimise the giving experience
The emotional connection
And so the key issue is….
Understanding these supporters are out there fundraising, recruiting and organising on your behalf
• If there is a central idea behind this presentation it’s that we are letting some of the basic principles of fundraising fall away with our Peer to Peer fundraisers.– How would you arm a Peer to Peer fundraiser if they
were a new employee or working for a third party organisation on your behalf?
– How would you reward, acknowledge and cultivate a major donor?
• Everything we know about fundraising applies in Peer to Peer. It’s just that we are influencers not the implementers
Study findings
INSIGHT: Fundraising is secondary
•Generally the challenge or fun of the event is more important than the
fundraising.
•People participate first fundraise second
•Nearly half will take part in another event for the same charity
Increase your success by congratulating and acknowledging your fundraisers for taking on the challenge. Transition from a trigger
of not necessarily fundraising to being inspired by your cause.TIP
•While Social Media is an important channel to use fundraisers who e-mail more will raise
more – it’s about the direct ask versus the broadcast.
•Significant censorship of who to ask. Fundraisers don’t want to obligate everyone to giving
•US research shows that Social Media users tend to e-mail more as well. These people are
your most sophisticated fundraisers
Increase your success by encouraging your fundraisers to make more direct asks.
INSIGHT: Fundraisers who e-mail more, raise more.
TIP
INSIGHT: No prompting of ask amounts.
Donors ‘guess’ how much to donate.
•Fundraisers do not give donors any guidance ie $50 buys a shovel
•Charities don’t tell fundraisers what to ask for and why.
•Donors tell us their giving amounts are influenced by previous gifts.
•Only half of all fundraisers donate to themselves
Increase your success with strategies to set ‘social giving norms’ by
improving the first giftTIP
INSIGHT: Limited story telling or elaboration.
• Those people who included information about why they support the charity were are more likely to raise more money, yet around
60% only use the standard template provided by the charity.
• An analysis of the EDH database shows people who updated blogs and photos raised on average $2000/page compared to the overall
average of $500-$600 per page
Review Fundraising pages and directly ask Fundraisers to add personal contentTIP
๏ Fundraisers tell us they are really guessing as to what they can
raise.
๏ The average amount raised is influenced by the default target
๏ 60% met or exceeded their target
Increase success by giving your fundraisers guidance on a target amount to raise.
INSIGHT: Target setting is done in isolation and based on guesswork.
TIP
INSIGHT: Most fundraisers don’t follow up initial requests.
•Fundraisers can lose motivation early.
•Donation flow actually increases in the last few days/weeks leading up to an event closure.
•Many fundraisers feel that a lack of early response can be a symbol of failure.
Check that your fundraisers are following up their initial asksTIP
INSIGHT: Donors are more willing to give again than fundraisers are willing to ask.
Provide tools for your fundraisers to ask people again or ask them yourselfTIP
•65% of donors said they would give again if asked
•20% of fundraisers said they would ask the same people to donate
•The psychology of teams is very powerful
•The study showed an individual in a team raised more
than an individual
•One team leader is worth multiple fundraisers
•Team value is growing greater than individuals across
many Blackbaud supported events
Increase your success and your revenue with a team strategy
INSIGHT: The power of teams and team captains
TIP
Summary
• Peer2Peer fundraising uses the principles of good fundraising.
• Develop strategies and tactics to make your supporters great fundraisers.
• Understand the real value of team captains.
• Teams = greater value, satisfaction, retention, engagement
Case Study
Midnight Walk 2011
www.ladiesmidnightwalk.co.uk• Using Heroix for the first time, we directed all online traffic to the
page to register and converted 40% of our registrations to online.• 50% of these registrants were completely new supporters to us. • When the registrants got their confirmation email we added the
button ‘start fundraising now’ which guided them through to creating their own Heroix fundraising page.
• The main difference this made was to get significant money in the bank BEFORE the event had taken place. It increased from £300 in 2010 (with no online activity) to £13,000 in 2011.
• It also guided more traffic online, which is much easier to administer.
Hospice Heroes
www.everydayhero.co.uk/event/hospicehero
• Nightingale House Hospice has seen an increase from £25,000 in 2010 to over £105,000 in 2011 – an increase of 402%.
• We did this by combining all of our hospice challengers into a ‘Hospice Heroes’ campaign – inviting all challengers, whether they are walkers, runners, cyclists or climbers to set up a page using the link above. Many still prefer to use Justgiving and Virgin money giving but we give them the choice.
• To compliment the efforts of those who took part in the campaign we also held a Hospice Heroes award ceremony in January and invited each and every hero to come and collect a medal. Just by doing this we have seen several ‘heroes’ come back to take on another challenge on behalf of the hospice. They also told their family and friends.
Other benefits
• Offline events gain on average a 39% gift aid rate. Using Heroix gift aid stays at 79% consistently.
• Once set up, fundraising peer to peer is simple and you know that your supporters are being looked after because you have specified what emails are to be sent to them, and their donors. You can even create a thank you video that can be sent to everybody who donates to a hospice page. Please see http://www.youtube.com/watch?v=-3fdy52WTY0 for an example of what Nightingale House Hospice sends to donors. This gives confidence that each supporter, and their own donors are all looked after and can refer to the hospice website at any time to read more details about the charity.
More examples
Corporate eventswww.everydayhero.co.uk/event/lockupthebossSporting events www.flintshire10k.co.ukCommunity Eventswww.everydayhero.co.uk/halloweendogwalk2012In memory givingwww.mytribute.co.uk
Online tools for peer to peer fundraising
• Consumer branded– Just Giving– Virgin Money Giving– BT Donate
• Charity branded– Heroix– Artez– Engaging Networks– TeamRaiser
Performance BenchmarkingOverall
Total funds raisedAverage donationPages createdActive pagesAverage funds raised per active page
IndividualFunds raised individualActive individual pagesAverage funds raised per active page
Teams
Funds raised by teams
Team pages created
Single and multi-page teams
Active single and multi-page teams
Average funds raised per active
team page
Where next - Summary• Purple Vision Event Healthcheck• Benchmarking UK hospices
– Pilot– Rollout
• Development options– Immediate benefits– Test online tools– Database integration– Fundraiser Journey– Data analysis
