the ymca of austin case study: pairing peer-to-peer and crowdfunding to optimize participation and...
DESCRIPTION
Online campaigns are recruiting many new donors and supporters who in turn can spread your mission across more communities and continents. But with the advent of “crowdfunding,” nonprofits are losing control of the fundraising message. This is because commercial side platforms now allow people to raise money for projects, personal trips and even medical bills. Worse still, due to the proliferation of platforms and approaches, nonprofits increasingly have little visibility into who is fundraising on their behalf, where and how, thus preventing them from building the deeper donor relationships that provide ongoing support. So how do nonprofits take back “fundraising” in the crowd? Lauren McPhail, Annual Campaign Manager at The YMCA of Austin – Metro Office, has figured out how to combine the power of crowdfunding and peer-to-peer fundraising for optimum results. In this real life case study of the YMCA’s successful annual-fund peer-to-peer crowdfunding campaign, Lauren and Miriam Kagan, senior fundraising principal at Kimbia, will cover the: - Challenges of the crowdfunding free-for-all - Functionality, message, reach, and data that nonprofits must provide to grab their supporters’ attention - Best practices for creating a successful nonprofit-driven crowdfunding campaign - Proven practices related to the “rights” of nonprofits to crowdfund in a way that enables their supporters while keeping the nonprofit in the driver seatTRANSCRIPT
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The YMCA of Austin Case Study:
Pairing Peer-to-Peer and Crowdfunding to Optimize Participation and Results
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Confidential document: Kimbia Inc. 2014
Hi
Miriam KaganSenior Fundraising Principal
Kimbia
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Lauren McPhailAnnual Campaign Manager
YMCA of Austin
Confidential document: Kimbia Inc. 2014
Crowdfunding Poll
According to Forbes, what is the anticipated value of the
worldwide crowdfunding market, including commercial side
crowdfunding?
Confidential document: Kimbia Inc. 2014
Why Crowdfund?
• $1.5 billion opportunity: Forbes estimates $5 billion worldwide crowdfunding market, with 1/3 going to causes
• New donors: upward of 60% of campaign gifts come from new donors
• Greater participation: motivates and excites your major donors and community
Confidential document: Kimbia Inc. 2014
Crowdfunding vs. Peer2Peer
Is there a fundamental difference?
Confidential document: Kimbia Inc. 2014
YMCA of Austin• Mission of the YMCA of Austin is to put Christian Principles
into practice through programs that build healthy spirit, mind and body for all.
• We’re for Youth Development, Healthy Living, and Social Responsibility.
• Began in 1953; Eight YMCA branches serving over 170,000 members and program participants annually. Supported by 1,200 volunteers and 4,000 individual donors.
• Provide $2.1 million in financial assistance annually to 37,000 men, women and children to enable them to participate in our programs.
Confidential document: Kimbia Inc. 20149
Omni-Channel FundraisingTM Solutions
Confidential document: Kimbia Inc. 2014
YMCA E-Campaigner
• Crowdfunding element of Annual Fund campaign
• Recruits and encourages campaigners to raise money for the Annual Fund goal
Confidential document: Kimbia Inc. 2014
YMCA E-Campaigner
In 2014:
•1.2 million impressions
•1,100 clicks
•24% Giving Online
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Planning
• Create a project plan
• Define your target fundraising audience
• Craft a compelling value proposition
• Implement strategic promotion
• Set explicit, measurable goals
• Recruit online Ambassadors
• Create an incentive structure
• Customize messaging
Confidential document: Kimbia Inc. 2014
Planning
• Choose the right technology platform with key functionality:
Simple registration and donation
Personal fundraising tools
Stable and scalable
Real-time progress reporting
Social-sharing enabled
Navigable back end admin
Confidential document: Kimbia Inc. 2014
Planning
• Be clear about the crowdfunder upfront: the Crowdfunding Bill of Rights
Confidential document: Kimbia Inc. 2014
Planning
• Plenty of Lead Time
• Do it as a team
• Strategic and multi-channeled recruitment
• Multiple training options
• Tools available: present multiple times and multiple ways
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Poll
My organization has tools and plans in place to help
fundraisers and crowdfunders raise money
on our behalf
Confidential document: Kimbia Inc. 2014
PRE-LAUNCH CAMPAIGN
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Confidential document: Kimbia Inc. 2014
Pre-launch Campaign
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• SOCIAL MEDIA PHOTO CONTEST
• PHYSICAL & VIRTUAL ENGAGEMENT
Confidential document: Kimbia Inc. 2014
User-Guide• Provide sample
tweets and Facebook posts
• Register returning advocates to encourage tool utilization
• Stock advocacy center with campaign resources
Confidential document: Kimbia Inc. 2014
Get Social
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Momentum
• Send regular campaign progress updates to participants
• Call out great campaigners, creative ideas, and good stories
• Draw social attention
• Announce any big matches or prizes
• Get visual: photos, videos, impact stories
• Make it a game: think incentives, prizes, and competitive elements
Confidential document: Kimbia Inc. 2014
Leverage Social Media to Amplify Buzz & Outreach
• Combine planned social media posts with live updates
• “Spread the word page”
• Promote as a way for supporters to help make the campaign a success
• Leverage Facebook and Twitter’s popularity
• Use tracking codes to measure social media effectiveness
Confidential document: Kimbia Inc. 2014
Continue the Momentum
Weekly toolkit emailed with success stories, tips, advocate highlight, weekly focus, prizes, campaign progress
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Poll
True or False:
Data should only be analyzed after the event or
campaign has ended to learn what worked, plan for next
year, etc?
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Continue the Momentum
• Thank donors
• Coordinate data integration
• Develop campaign series to invite/ engage donors -- their connection is to the campaigner, not to you
• Develop outreach for new major donors
• Thank matching and achievement gift donors
Confidential document: Kimbia Inc. 2014
Analyze Results
• Plan measurement and analysis before the campaign and keep an eye on progress throughout
Adjust as needed
• Use source codes and data integration to understand what and who drives results
• Make plans for additions, adjustments for next year
Confidential document: Kimbia Inc. 2014
Analyze Results
• Analyze impact of matching and achievement gifts
• Analyze impact of social media and traditional media promotions
• Analyze impact by time of day
Confidential document: Kimbia Inc. 2014
Q&A
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Confidential document: Kimbia Inc. 2014
Pair Peer-to-Peer and Crowdfunding to Optimize Participation and Results
Organizations running 7 of the 10 largest Single-Day Crowdfunding Events in history use Kimbia technology, including Give Local America (GLA),
which raised $53,700,000 in a single day this past May.
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Confidential document: Kimbia Inc. 2014
Thank you!
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