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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