Peer to Peer Fundraising - Fundraising Institute Australia...Facebook / social intent tracking 2....
Transcript of Peer to Peer Fundraising - Fundraising Institute Australia...Facebook / social intent tracking 2....
Peer to Peer Fundraising
Meredith CampbellHomeMade Australia
Martin GillHomeMade UK
• Speedy introductions
• Health check for old events
• Panic buying of new events
• Back to basics – the “maths bit”
• Under the hood – the “science bit”
• OMFG! (Oh my, fundraising gold!) – the “phoney bit”
• An engaging future for P2P
The plan
we help you
raise $$$
+The health check
Why?
‘A’ for acquisition
# of registrants?
# of participants?
# of fundraisers?
# of donors?
# of dollars?
All?
fundraisers x donors x average gift = beer
{fundraisers x donors x average gift} + regular giving =
champagne
{fundraisers x donors x average gift} + regular giving
Fundraisers:
Registration sets the expectation of $$$
Coaching / mentoring within 24 and 72 hours of registration
Motivation
Self donation (monthly giving)
Teams
4 to 7 weeks to mobilise from registration
4 weeks to push toward the finish line
Engage and incentivise across all media
{fundraisers x donors x average gift} + regular giving
Donors:
Goal setting and leaderboards
Coaching, mentoring and easy, prioritised actions
Incentives
Simplicity of solicitation and conversion
Cross-platform: email, SMS, calls, F2F and print
Engage with mission and event experience
Thank beautifully each time
{fundraisers x donors x average gift} + regular giving
Average gift:
Shared goals
Relevant gift array and stories
Monthly giving
Rewards / Incentives
Repeat solicitation
Access to on-the-day mechanisms like PSMS
{fundraiser x donor x average gift} + regular giving
Regular giving:
Tools for the fundraiser
Great conversion calling at the right time
Added roles on event / grow proximity
Thank beautifully
{offer non-cash level of engagement}
{extrapolate motivation of fundraiser}
Scenario Clicks ConversionRate
Donors Average Donation
Income
Test 1 15,000 10% 1,500 $29.00 $43,500
Test 2 5,000 50% 2,500 $29.00 $72,500
Test 3 3,500 60% 2,100 $79.00 $165,900
Donation forms
Runners Fundraisers Donors Avg Don $ raised RG Conv % RG donors Avgdonation
12 month revenue
Total Revenue
1,000 400 2,000 $60 $120,000 5% 100 $15 $21,000 $141,000
1,000 600 3,000 $100 $300,000 10% 300 $29 $125,000 $425,000
2,000 1,400 14,000 $120 $1,680,000 10% 1,400 $29 $536,000 $2,216,000
P2P
What powers great
P2P campaigns?
YOU
registration; RFI; sign up; invite
friends; donations; event updates;
training and fundraising tips;
performance tracking; community
engagement; rewards; sponsor
messages; on-event updates; sponsor
on-event experiences; and calling
people
2017 P2P Fundraising =
2017 integrated
personalised marketing
and engagement
Organisational objectives &
digital KPIs
Long term value vs short
term gain
1. Define objectives, goals and measures
Google Analytics
Email tracking
Facebook / social intent tracking
2. Review communication strategies and plan
3. Optimise digital forms and plot all interactions
4. Test, measure and tweak
5. Review technology platforms and access to data
6. Strive for integration
7. Focus on engagement, context and content
What you can do next
Thank you!