DIVERSIFY AND CREATE NEW REVENUE

STREAMS WITH A L ITTLE HELP

FROM YOUR FRIENDS

April 21, 2011

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ABOUT ME

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RUNWALK RIDE

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IS P E E R TO P E E R F UNDRAIS ING J US T F OR

RUN WAL K R IDE E V E NT ?

IS IT ONLY F OR HE ALT H CARE –

ORGANIZ AT IONS S E E KING A CURE ?

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ORGANIZ AT IONS S E E KING A CURE ?

ORGANIZATIONS UTILIZING P2P FUNDRAISING

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YOUR DONORS, YOUR VOLUNTEERS, YOUR ALUMNI,

YOUR STUDENTS, YOUR GRATEFUL PATIENTS

Linkage

• Direct, emotional connection

Interest

• There is a demand

• Want to

Ability

• Will give what they can in time,

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emotional connection

• Your mission serves them

• Want to match passion with mission

time, treasure, or talent

REVENUE AT LOW COST

• Staff ½ to 1 Full-time Employee• Online Fundraising Solution & Tools• Online transaction fees• Branded supplies (optional)

Resource Requirements

Comparing Costs to Other Fundraising Activities Average Costs Per Dollar Raised

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Activities

$0.00 $0.20 $0.40 $0.60 $0.80 $1.00 $1.20 $1.40 $1.60 $1.50

$0.50 $0.30 $0.25 $0.25 $0.20 $0.15 $0.15

Average Costs Per Dollar Raised

CHALLENGES OF PEER-TO-PEER

FUNDRAISING PROGRAMS

• Budgeting Revenue

• Justification of Costs

• Supplies and Giveaways

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• Positive Online User Experience

• Reputation/Brand Risk

PEER-TO-PEER BEST PRACTICES

1. Ensure Organizational-wide Support

2. Encourage Online Use

3. Provide a ‘Hand Up’

4. Standardize Tracking and Reporting

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4. Standardize Tracking and Reporting

5. Create a Recognition Program

1. ENSURE ORGANIZATIONAL-WIDE SUPPORT

• Executive buy-in• Treat like major gift donors

Top-down and Part of the Culture

• When possible, keep funds local

Involve the Local Affiliates

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• When possible, keep funds local• Respect the IFE donor base ‘territory’

• Less affected by economic state• Low cost of fundraising• Expanded reach for the organization• Building stronger, more loyal supporters

Communicate the Performance and Benefits

2. ENCOURAGE ONLINE USE

• Efficient and reduces human error• Minimizes workload of IFE and organization

Consistent Data Collection is Important

• Must offer a positive online user experience

Require Online Registration

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• Include reading/e-signing an agreement of guidelines

• Ask for information, not money• Understand who and why• Offer opt-in/out option for further communication

Ask Participants to Encourage Online Donations

BLACKBAUD FRIENDS ASKING FRIENDS

More than $1.3 billion raised

37,000 events and counting

17M participants & 31M donors

Average participant sends 27 emails1 in 4 FAF emails convert

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1 in 4 FAF emails convertFAF emails have a 90 percent greater open rate

Average online gift size: $60

American Heart Association, Alzheimer’s Association, Arthritis Foundation, Autism Speaks, Big Brothers Big Sisters USA & CA, Best Buddies International, Junior

Achievement, National Down Syndrome Society and The Salvation Army

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The main reason we turned to peer-to-peer is that we hope it will help us “reach” our acquisition donors. By this, I mean making sure that these

prospects physically get the message and second that the message is received

from a familiar source. Ideally, this will improve our conversion rate, improve our

online giving and ultimately increase our alumni participation.

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3. PROVIDE A ‘HAND UP’

• …and is asking for guidance.

Your audience…cares…is motivated…is volunteering…

Educate, Empower, Encourage

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• Personal Customer Service (name, number, and email)• Fact Sheet• Basics of Fundraising• Basics of Hosting an Event• Online Tools for invitations, communication, and money collection• Instructions for Online Tools • Approved Logos and Letters of Support• “Ask” and Press Release Templates• Online recognition

4. STANDARDIZE TRACKING & REPORTING

• Number and Date of registered events• Location of events, organizers, participants, donors• Number of participants• Number of repeat vs. new (events and participants)• Designation for event organizers and individual fundraisers• Overall fundraising by event and fiscal year• Fundraising per participant

Minimum Standard Metrics

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• Number of gifts per participant

• Data integrity• Analysis will aid forecasting• Follow progress of events

Scheduled reporting

• How else are participants and donors involved in the organization?

Track engagement

5. CREATE A RECOGNITION PROGRAM

• Want to belong• Want to feel good• Want to be acknowledged

Reasons for giving of time, talent, or treasure

• Honor Roll – home page and participant pages• “Legacy” or “Super Star” program

Website Recognition

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• “Legacy” or “Super Star” program• Experiential reward• Tribute postings

• E-Communications, at least regionally if not nationally• Social Networking (FB, Twitter, Blogspot, MySpace)• Message Board or Blog

Success stories

Don’t Forget to Send Thank You’s!

BENEFITS OF PEER-TO-PEER FUNDRAISING

• Reach donors otherwise unattainable• Provides awareness beyond the reach of the organization• Allows someone who perhaps is unable to give to be involved

Supplementary, not Competitive, to the Development Portfolio

Low Cost of Fundraising

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• On-line giving as a percentage of the whole is growing• Generates interest in the organization at little to no cost• More tolerant of economy because the give is very personal

Low Cost of Fundraising

• Students become connected and begin a tradition of giving• Alumni an opportunity to stay connected and give back

Provides Community and Engagement Opportunities

WANT TO LEARN MORE? BE SURE TO CHECK OUT…

Blackbaud Blogs

http://www.FriendsAskingAmy.com

http://www.NPTrends.com

http://www.ProspectResearch.com

http://www.NetwitsThinkTank.com

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http://www.NetwitsThinkTank.com