integrate your fundraising approach with an online peer-to-peer campaign

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20 years stronger, together. www.blackbaud.com/ymca

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Rethink how you raise money for your YMCA and go where the donors are. Discover trends in online and overall giving, fundraising and brand awareness. Learn what channels you should be using to engage and communicate with your supporters. Find out how to use peer-to-peer fundraising to increase your organization’s reach, grow revenue, and effectively engage all your supporters – Board Members, Staff, Donors, Members and even Program Participants in your fundraising campaigns.

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Page 1: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

20 years stronger, together.

www.blackbaud.com/ymca

Page 2: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Visit www.Blackbaud.com/blackbaudindex

Online Overall

Page 4: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Source: Chronicle of Philanthropy 400

Blackbaud Index - Overall Giving vs. YMCA Fundraising

Page 5: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Source: Chronicle of Philanthropy 400

YMCA Overall Fundraising 15th Nationwide in 2013

Page 6: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

90%

9%

1%

Online Donations Peer-to-Peer Social

Peer-to-Peer

• Run/Walk/Ride

• Signature Events

• Independent Fundraising

Social

• Facebook

• Twitter

Online Donations

• Online Appeals

• Rapid Response

• Annual Giving

Source: Blackbaud, Steve MacLaughlin

Where Online Fundraising Takes Place

Page 7: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Phone

Events

Direct Mail

Mobile

Web Email

Peer-to-

Peer

Direct Mail

Social Media

Put Your Donor At The Center Of Your Fundraising Universe

Page 8: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Source: http://offers.hubspot.com/donor-persona-template

Know Your Donor, Create

Donor Personas …

Background

Basic info …

Key data

History with org

Relevant info education, hobbies,

likes, inspiration, concern

Demographics

Gender

Age

Income

Lifestyle

Identifiers

Buzz words

Mannerisms

• Susie Taylor

• Birthday: April 21, 1984 “Gen Y”

• Young professional at a Tech Co.

• Volunteers once a month at the

shelter and at signature events.

• Posts and shares in social media.

• Donates twice a year.

Page 10: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

YMCA Values

Vision

Mission

Donor Values

Inspiration

Donation

Your Fundraising Sweet Spot

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Your Brand

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2014 1 Girl Scouts

2 Boys and Girls Clubs

3 The YMCA

2013 1 Girl Scouts

2 Big Brothers Big Sisters

3 Reading is Fundamental

2012 1 Girl Scouts

2 Reading is Fundamental

3 The YMCA

Strong Brand = Higher Revenue Harris Poll Equitrend study, YMCA awareness is # 3 nationwide.

Page 15: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Peer-to-

Peer

Experiment with Peer-to-Peer Fundraising

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Peer to Peer Fundraising

What is it? Why do it?

Who does it?

When to do it? How to do it?

Where to start?

Page 17: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

4/17/2014 Blackbaud Confidential 17

What is it?

When to do it?

Recruit campaigners to ask

their peers to donate to their

YMCA.

Campaigners

Donors

YMCA

Page 18: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

It’s NOT just about events anymore. (And you, the YMCA, already know this.)

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The rest of this content is best

listened to live! Join us for our

upcoming webinar:

Creating Your YMCA’s Next

Peer-to-Peer Campaign

May 8, 2014. 1 PM EST

Register here.

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Why do it? The power of the P2P ask.

That’s why.

Mom

Grandparents

Big Sister

Best Friend

Page 24: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

When to do it?

• Number of fundraising emails from an organization that result in a donation

1 in 1250

• Number of fundraising emails from a P2P fundraiser that result in a donation

1 in 4

2011 eNonprofit Benchmark Study; Data provided by Blackbaud and RunWalkRide Fundraising Council.

#YP2P

Page 25: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

CAMPAIGNERS DONORS

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CAMPAIGNERS DONORS

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CAMPAIGNERS DONORS

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Who does it? It takes all kinds of kinds.

Board

Members

Staff &

Volunteers

Y Members Program

Participants

Alumni

Page 29: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

Gen X Gen Y

43% 46%

35%

30%

Boomers Matures

Fundraised on Behalf of an Organization

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AND MILLENNIALS…

willing to raise

money on

behalf of a

nonprofit they

care about

70%

fundraise for a

traditional event

(run, walk, ride)

64%

prefer asking

people to

donate to a

designated

nonprofit in lieu

of physical gifts

46% NOT afraid to

ask family and

friends for

money when

they feel

strongly about a

cause

45%

2013 Millennial Impact Report

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Let’s not forget about youth P2P fundraising.

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Trick-or-Treat For UNICEF

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Jump Rope For Heart

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St. Jude MATH-A-THON

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How to do it?

When to do it?

Your campaigners ask

just like you do.

Online Social & Mobile

Special Events Direct Mail When to do it?

Online Social & Mobile

Special Events Direct Mail

THE ASK

When to do it?

Online Social & Mobile

Special Events Direct Mail

THE ASK

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Evolved from pledge forms…

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To personal webpages

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It’s time to be a coach.

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22% increase in overall fundraising

31% increase in online fundraising

20% increase in average gift

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Inaugural event

Raised over $230,000

Registered 580 participants

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Personal Progress Update

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Personal & Team Report

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Call-to-action for the Team Captain

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Be social. Allow others to be social. (It’s not just about you, it’s about them too.)

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When to do it?

When to do it?

Anytime! All year long!

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Where to start?

When to do it?

Get online! Raise more money!

Identify your opportunities.

Create a content strategy.

Get an online P2P solution.

Page 50: Integrate Your Fundraising Approach With An Online Peer-to-Peer Campaign

• Benchmark your YMCA’s fundraising efforts:

www.blackbaud.com/blackbaudindex

• Generations

- Next Generation of American Giving: www.blackbaud.com/nonprofit-

resources/generational-giving-report

- Next Generation of Canadian Giving:

https://www.blackbaud.com/nonprofit-resources/generational-giving-report-

canada

- Millennials who Donate: http://www.themillennialimpact.com/research

• Personas

- http://offers.hubspot.com/donor-persona-template

- www.johnhaydon.com/2013/02/28/nonprofit-marketing-personas-workbook/

• Peer-to-Peer Benchmarking 2014 < NEW!!!

- https://www.blackbaud.com/nonprofit-resources/p2p-fundraising-study

RE S OURCE S & RE F E RE NCE S