the voice: inspiring peer-to-peer participants to take action bbcon 2012
DESCRIPTION
Are you ready to create a communications plan that speaks to different audiences in the way they’ll hear it best? Are you ready to create a plan to increase participation and revenue? This is the Voice! In this pre-conference workshop, our team of coaches will help you find your voice. After an initial introduction on what’s needed to create a multi-channel marketing and communications plan, we’ll break out into small groups. Each group will be paired with a coach to help you get started on building your plan based on your program’s purpose and goal. Next, we’ll identify communication segments and your target audience. Our goal is to find the right message to communicate to each audience segment. By the end of this workshop, you’ll have built the foundation for or refined your communication plan and know how best to use the tools like email, social media, one-to-one conversations, and group sessions to increase participants, donors, and supporters of your cause. Find your voice and have the right message delivered in the best way to produce stellar results.TRANSCRIPT
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The Voice: Inspiring Peer-to-Peer Participants to Take Action!
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WHY DIDN’T YOU FUNDRAISE
No one asked me to
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WHY DIDN’T YOU FUNDRAISE?
Fundraising seemed challenging
I didn’t know I was supposed to
No one asked me to
I didn’t feel comfortable asking
8%
17%
47%
18%
Asked to be a team member 33%
#1
#2
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Participation Fundraising
WHAT DOES THIS TELL US?
TWO Separate
Tasks
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WHY DID YOU FUNDRAISE
My Friend/Family asked me to
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WHY DID YOU FUNDRAISE?
Organization made it clear
My work asked me to
My friend/family asked me to
24%
18%
44%
To earn an incentive prize 8%
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HAS A FRIEND ASKED YOU TO DONATE TO THEIR FUNDRAISING EFFORTS?
No42%
Yes58%
No12%
Yes88%
Did you donate?
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WOULD YOU HAVE DONATED TO THIS CAUSE IF SOMEONE OTHER THAN A FRIEND ASKED?
Yes
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WHICH WAS MORE INFLUENTIAL IN DECIDING THE AMOUNT?
Organization’s Cause
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WOULD YOU DONATE AGAIN IF YOU RECEIVED A SOLICITATION FROM THIS ORGANIZATION?
Yes
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THE P2P VOICE
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WHO DO YOU WANT ON YOUR TEAM?
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WHO DO YOU WANT ON YOUR TEAM?
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WHO DO YOU WANT ON YOUR TEAM?
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MAKE YOUR PITCH: WHAT’S YOUR VISION
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1.26EMOTION
2.34
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7 to 12 impressions or touches for a marketing message to be remembered
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EMAIL ALONE IS NOT A
CULTIVATION STRATEGY
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BLACK DOG WALK
Black dogs often languish much longer in shelters or tragically get put down because they are slower to be adopted.
Big Black Dog Foundation funds education and extra efforts to foster and promote adoption of black dogs & cats.
The Black Dog Walk is the foundation’s signature fundraising event. It’s a non-competitive 3 mile walk. And, Yes…dogs of all colors are welcome. Cats, too!
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• Total Participants: 2,800 humans, 1,450 dogs, 3 cats• Total Teams: 280• Percentage of zero dollar participants: 46%• Amount raised in 2012: $680,000 (11% growth)• Overall Retention Rate: 25%• Growth in # participants: 15%• Average online gift size: $56• Participants who raise $ online: 32%• Average $ raised per participant: $60
BLACK DOG WALK - DETAILS
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Returning Team
Leader
Returning Non-
Leader
New Team
LeaderNew Non-
Leader Donors
YOUR EVENT STARS …
AKA, Your Segments
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1. RECRUITING STARS2. COACHING STARS3. LONG TERM STARS
HOW TO MAKE STARS OUT OF ALL OUR BLACK DOG WALKER?
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• Retention, Recruitment and Engagement Emails• Social Media – YouTube, Facebook, Twitter• Participant emails• Fundraising contests, prizes, challenges• Website• Phone calls• Group meetings - In person and on phone• Free media placement – newspaper, TV, radio, blogs
BLACK DOG WALK COMMUNICATIONS TOOLKIT
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BREAK OUT GROUPS
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It’s a Science, no it’s an Art; Actually it’s both Part 1: The Science of Peer-to-Peer FundraisingSunday,4:15pm, National Harbor 12
Peer-to-peer fundraising is the perfect storm of science and art. In this session, we’ll focus on the science of P2P fundraising to increase revenue. We’ll start with reviewing by current rends in the marketplace. After uncovering P2P trends, we’ll help you identify game changers and discuss how you can use your data to increase revenue.
Part II: The Art of Peer-to-Peer Fundraising; Cultivating P2P ParticipantsMonday, 10:00 am, National Harbor 12
Does it feel like every year you’re constantly working to acquire new participants? Did you know most of your prior year fundraisers will not return? In this session,we’ll discuss and learn how to cultivate, inspire and retain your peer-to-peer participants.
KEEP LEARNING: PEER-TO-PEER SESSIONS
Don’t forget to stop by the interactive
booth! Meet speakers, ask questions and
have fun!
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#bbcon#bbinteractive