Redefining Peer to Peer Fundraising
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Transcript of Redefining Peer to Peer Fundraising
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Blackbaud Enterprise Customer Summit
REDEFINING PEER-TO-PEER FUNDRAISINGAmy Braiterman
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May 2013 2
Blackbaud Enterprise Customer Summit
AGE OF ENLIGHTENMENT
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May 2013 3
Blackbaud Enterprise Customer Summit
RUN WALK RIDE TOP 30 FUNDRAISING PROGRAMS
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May 2013 4
Blackbaud Enterprise Customer Summit
2012 RUN WALK RIDE TOP 30: MORE PEOPLE LESS EVENTS
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May 2013 5
Blackbaud Enterprise Customer Summit
BROADER VIEW OF THE INDUSTRY
Peer to Peer Benchmarking Report• 1,275 organizations• 28,000 events • Events occurred in both 2010 &2011• Nearly $1 billion in online fundraising
each year• Metrics listed in Median Values
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May 2013 6
Blackbaud Enterprise Customer Summit
BROADER VIEW OF THE INDUSTRY
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May 2013 7
Blackbaud Enterprise Customer Summit
HOW MUCH ARE DONORS GIVING?
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May 2013 8
Blackbaud Enterprise Customer Summit
WHO’S RAISING MONEY
Fundraisers30%
Non-Fundraisers
70%
Overall Fundraising
Fundraisers27%
Non-Fundraisers
73%
Online Fundraising
Percentage of Participants Who Raise Money Online Median Runs / Walks with Reg Fee 24.76%Runs / Walks with no Reg Fee 26.73%Cycling Events 68.57%Long Distance Runs / Walks 58.10%
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May 2013 9
Blackbaud Enterprise Customer Summit
ONLINE FUNDRAISING 5 YEAR TREND
2008
2009
2010
2011
2012
25%
26%
27%
28%
29%
30%
27%
29%
28%
27%27%
Percent of Participants with 1+ Online Gift
National Events
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May 2013 10
Blackbaud Enterprise Customer Summit
RETURNING VS. NEW PARTICIPANTS
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May 2013 11
Blackbaud Enterprise Customer Summit
FUNDRAISERS VS. PARTICIPANTS
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May 2013 12
Blackbaud Enterprise Customer Summit
FUNDRAISING BY PARTICIPANT ROLES
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May 2013 13
Blackbaud Enterprise Customer Summit
WHAT WE KNOW ABOUT FUNDRAISING?
• We know how to raise money.• We’re good at raising money. • Why aren’t we increasing?
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May 2013 14
Blackbaud Enterprise Customer Summit
“Provide products that are
more contemporary”
"This is the biggest new product
introduction for KFC in modern times,”
John Cywinski, President, KFC U.S.
“Transform how people think about the brand”
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May 2013 15
Blackbaud Enterprise Customer Summit
What changes have you made to your peer to peer program in the last 5 years? In the last 2 years?
Is your strategy different today?
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May 2013 16
Blackbaud Enterprise Customer Summit
GOOD TO GREAT
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May 2013 17
Blackbaud Enterprise Customer Summit
GOOD TO GREAT IN P2P FUNDRAISING
0 5 10 15 20 25 30 35
Local Endurance Event
American Diabetes
Association
2012 Run Walk Ride Top 30
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May 2013 18
Blackbaud Enterprise Customer Summit
WHAT IT TAKES TO GO FROM GOOD TO GREAT
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May 2013 19
Blackbaud Enterprise Customer Summit
FIRST WHO THEN WHAT
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May 2013 20
Blackbaud Enterprise Customer Summit
AMERICAN DIABETES ASSOCIATION: FIRST HOW THEN WHAT
Events Team IT / S Marketing Executive Leadership
“We didn’t get more resources, we got smarter with how we used our resources. Everyone plays a role to support the events”
~Kate Giblin-Rooper
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May 2013 21
Blackbaud Enterprise Customer Summit
CONFRONTING THE BRUTAL FACTS
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May 2013 22
Blackbaud Enterprise Customer Summit
CONFRONTING THE BRUTAL FACTS: P2P
2008
2009
2010
2011
2012
25%
26%
27%
28%
29%
30%
27%
29%
28%
27%27%
Percent of Participants with 1+ Online Gift
National Events
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May 2013 23
Blackbaud Enterprise Customer Summit
CONFRONTING THE BRUTAL FACTS: P2P
Zero Online Gifts
7% Participants
=
0% - Revenue
53% Participants
=
0% - Revenue
1-4 Online Gifts
6% Participants
=
10%- Revenue
27% Participants
=
34% Revenue
5+ Online Gifts
3% Participants
=
27% Revenue
3% Participants
=
28% Revenue
LEADERS
TEAM MEMBERS
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May 2013 24
Blackbaud Enterprise Customer Summit
AMERICAN DIABETES ASSOCIATION: CONFRONTING THE BRUTAL FACTS
Highest Level of Participation PY
Participant Retention Rate Revenue Retention Rate
Leader
Team Participant
Indiv Participant
Giver (Event or Team)
Total 26%
6%
26%
28%
44%
46%
16%
58%
53%
64%
2011 Retention Rates for 2010 Participants
Loyalty CY Leader Team Participant Indiv Participant Giver (Event or Team) Total
New
MultiYear $1,088
$527
$341
$134
$388
$123
$290
$486
$475
$242
Revenue per Participant (2011)
Loyalty CY % of CY Participants by Loyalty % of CY Revenue by Loyalty
New
MultiYear 36%
64%
53%
47%
Percent of CY Participants and CY Revenue by Loyalty
Total # Leaders
Leaders with $
$0 Leaders
% Leaders with $0
American Heart Walk 75,193 45,637 29,556 39%
Arthritis Jingle Bell Run 6,393 6,024 369 6%
Arthritis Walk 7,454 5,787 1,667 22%
March of Dimes Walk 41,450 25,822 15,628 38%
NMSS Walk 28,430 22,917 5,513 19%
NMSS Challenge 443 419 24 5%
NMSS Cycle 7,859 7,108 751 10%
Quality vs. Quantity
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May 2013 25
Blackbaud Enterprise Customer Summit
HEDGEHOG: IT’S WHAT YOU DO
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May 2013 26
Blackbaud Enterprise Customer Summit
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May 2013 27
Blackbaud Enterprise Customer Summit
AMERICAN DIABETES ASSOCIATION: HEDGEHOG & P2P
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May 2013 28
Blackbaud Enterprise Customer Summit
AMERICAN DIABETES ASSOCIATION: GOING FROM GOOD TO GREAT
If we were content with what we’re doing today, we’d be doing a disservice to our constituents
~ Kate Giblin-Rooper
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May 2013 29
Blackbaud Enterprise Customer Summit
I ATE THE BONES
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May 2013 30
Blackbaud Enterprise Customer Summit
THANK YOU! QUESTIONS?