Post on 20-Mar-2020
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILAFORWARD TOGETHER 2013
© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
PEER TO PEER FUNDRAISING WITH ABILAFUNDRAISING ONLINE
Rich Dietz and Penny Brittain
11/6/13
FORWARD TOGETHER 2013
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CPE CREDIT
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Recommended CPE Credit = 1.25
Delivery method = Group Live
Field of study = Computer Science
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RICH DIETZ
3
Founder of Nonprofit R+D -
Technology Training for Nonprofit Professionals
Richard has over 20 years' experience working in
and with a wide variety of nonprofit, political, and
government organizations and holds a Masters in
Social Welfare (MSW) from UC Berkeley.
You can find Rich on his website
http://www.nonprofitrd.com
or tweeting @nonprofitrd.
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PENNY BRITTAIN
4
Professional Services Consultant - Abila
Provides training and implementation services for
Abila Fundraising 50, Abila Fundraising Online, and
Abila Grant Management.
Penny has 14 years experience working with
nonprofits and Abila products. Her goal is to give
nonprofits the tools they need to achieve their
mission, and effectively increase their fundraising
results.
You can contact her at: Penny.Brittain@Abila.com
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INTRODUCTION
Follow/Like us:
Twitter: @Abila_Inc
Facebook: Facebook.com/AbilaInc
LinkedIn: bit.ly/Abila_LI
Google+: bit.ly/Abila_Gplus
Use the official hashtag: #ForwardTogether
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AGENDA
• What is Peer-to-Peer Fundraising
• Why is it important?
1. How to Get Started
2. Examples
3. Abila Fundraising Online
Follow us on Twitter: @Abila_Inc and Facebook/AbilaInc
Use the official hashtag: #ForwardTogether
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PEER-TO-PEER FUNDRAISINGStandard Definition:
• The process of empowering individuals and groups to raise funds on your behalf by allowing (or assisting) them to communicate and solicit prospective donors from their own networks and communities.
Also known as:
• Person-to-person, Grassroots, Collaborative, Viral
More than just big events now
• Most think of Komen, Livestrong, walks and rides
Now its so much more…
• Birthdays, weddings, dog walks, dance offs, etc.
• Board Fundraising, on-going campaigns
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SETH GODIN – FLIPPING THE FUNNEL
Seth Godin has a better definition in his e-book
“Flipping the Funnel”
Turn strangers into friends.
Turn friends into donors.
And then... do the most important job:
Turn your donors into fundraisers
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TRADITIONAL VS. PEER-TO-PEER
Traditional Fundraising
One to Many (Org >> Supporters)
Impersonal, one-way, expensive, controlled message
Ineffective?
Peer-to-Peer Fundraising
Many to Many (Supporter > Supporter > Supporter…..)
Personal, Interactive, Inexpensive, uncontrolled message
Been around forever, but mostly offline
Much harder to do offline
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WHY PEER-TO-PEER?Increases engagement (Donor retention)
Taking action deepens the relationship
Creates a Community
Example: Komen and LIVESTRONG wristbands
Very powerful (psychology)
Collective good, belonging, social recognition (Maslow)
Can be much more effective than traditional asks
Response rates can be 100 times higher
Red Cross vs. Grandma
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WHY PEER-TO-PEER?Focus for social media campaigns (internal and external)
Something to take action on instead of just being seen
71.7% of Millennial donors said they’d be willing to communicate
with friends and family about ways to be involved in an
organization they support.
Asked who could get them to donate to an organization, most
Millennial donors say they would be likely or highly likely to
give if asked by a
Family member (74.6%) or
Friend (62.8%).
Only 37.8% would be likely or highly likely to give if asked by
a coworker.
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Peer to Peer Fundraising…a Major Breakthrough for Donor Acquisition
• 71 % of respondents have sponsored at least one event
• 67% gave because of the participant
• 50% of sponsors said the mission of the host charity was influential
• 32% were asked to make a second philanthropic gift since becoming a sponsor
(shame! this should be 100%)
• 14%-19% gave again (higher for younger donors, under 35)
• 57% -68% gave again because they had a positive event being a sponsor (higher for
younger donors, under 35)
• How will they perform long term?
Cygnus Survey 2012
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YOU SHOULD
BECAUSE THEY ARE THE LARGEST GENERATION IN AMERICAN HISTORY
AND…
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THE LARGEST GENERATION
Traditionalist 1925-1945 (38.6 Million) Ages 68-88
Baby Boomers 1946-1964 (78.3 Million) Ages 49-67
Gen X-ers 1965-1979 (62 Million) Ages 34-48
Millennials 1980-2001 (92 Million) Ages 12-33
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MILLENNIAL TRAITS
• Entitled• Optimistic• Civic Minded• Close Parental Involvement• Values work-life Balance• Impatient• Multitasking• Team Oriented
Source: Cause for Change – The Why and How of
Non Profit Millennial Engagement
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HAVE YOU EVER RAISED MONEY FOROR ON BEHALF OF A NONPROFIT?
Millennial Impact Report - 2012
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STRATEGIES AND TOOLS TO ENGAGE MILLENIALS
Shareable Content
Stories
Pictures
FB
Responsive Design
Peer to Peer Fundraising
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WHAT DO YOU NEED TO
GET STARTED IN
PEER-TO-PEER
FUNDRAISING?
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GET STARTED IN PEER-TO-PEER
#1 thing needed
Desire and ability to “Take Action”
Same basics of any good fundraising campaign
Compelling story, call to action, urgency, deadline, etc.
Clear picture of impact and where the money is going
Individual >> Collective Impact (“Yes we can”)
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KEYS TO A SUCCESSFUL P2P CAMPAIGNTools of the Trade
Platform that allows peer-to-peer
Simple tools for supporters (next slide)
Follow up and Tracking (Return on Investment – ROI)
Most Important……
Ask!
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SIMPLE TOOLS FOR SUPPORTERS
Fundraising pages
Place for supporters to send friends and family
Upload photo and message / personalize
Widgets
Progress meters, donation forms, banners/badges, etc. that supporters can use on their pages
Some allow these on personal blogs and websites
Pre-built Communications
Sample emails, blog posts, tweets to re-tweet, social media buttons, etc.
Make it easy for supporters to reach out
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FOLLOW UP AND TRACKINGMake sure to thank them!
Build the relationship, further engagement
Personal thank you and public recognition
Ideas:
Newsletter just for supports
Contest for top supporters
Special thanks / recognition of top supporters
Tracking and reporting
Software should track top fundraisers and where those donations are coming from
Identify and utilize your top fundraisers – 80/20 rule.
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GAUGE EFFECTIVENESS
Dollars raised is of course one measure… but
Fact: Very small number will raise most of the money
Identify them, give them all the support you can!
The long tail will raise a big chunk too but harder to
support them
Give them the pre-built tools and content
Need new ways to evaluate success
What is success for your organization?
Think outside the box
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RETURN ON INVESTMENT (ROI)
Hard ROI (Easier to measure, numbers)
Money raised
Increase in # of supporters
Increase in major donors
Email acquisition
Social media mentions (hash tags #)
Blog mentions (Google Alerts)
Increase in Friends / Followers
Traffic to your website
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RETURN ON INVESTMENT (ROI)
Soft ROI (Hard to measure but vital to long term success)
Increased awareness / branding
Higher engagement (donor retention)
Community building
Education
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EXAMPLES
http://give.ymcahouston.org/register-to-campaign/
http://give.ymcahouston.org/donate-now/
https://www.hasc.net/marathon/mt-register.php
http://www.hasc.net/marathon/mt-mypage.php?kwoAdvocateId=6P58BZ0
http://www.hasc.net/marathon/mt-mypage.php?kwoAdvocateId=8PJV8M9
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ADDITIONAL LEARNING OPPORTUNITIESFor information about additional learning opportunities visit
www.abila.com/training.
Training options include:
Anytime Learning—Recorded online training sessions.
Realtime Learning—Live, online learning.
Replay Learning—Recordings of live classes.
Classroom Learning – Live, in person classroom style
classes.
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Peer-to-Peer Fundraising with Abila Fundraising Online
11/6/13
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QUESTIONS?Contact Rich Dietzwww.NonprofitRD.com
rich@nonprofitrd.com
Contact Penny Brittainwww.Abilia.com
penny.brittain@abila.com
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