advanced p2p fundraising

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Advanced P2P Fundraising &

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Page 1: Advanced P2P Fundraising

Advanced P2P Fundraising

&

Page 2: Advanced P2P Fundraising

Who We Are

Mike Spear Taylor Corrado

Page 3: Advanced P2P Fundraising

Today’s Agenda

• Traditional Peer-2-Peer vs. The New Model• Growing Community through Inbound

Marketing• Case Studies• Tools of the Trade• Questions

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“Traditional” Peer-to-Peer

Fundraising

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Traditional P2P Fundraising

Common Applications:

• Run/Walk/Ride Events

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Common Applications:

• Unique Experiences

• “Over the Edge”

Traditional P2P Fundraising

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Common Applications:

• Real-Life Experiences

• Service Trips

Traditional P2P Fundraising

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Common Applications:

• Project-Based

• Kickstarter-style “Crowdfunding”

Traditional P2P Fundraising

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Common Perceptions:

• Young Donors & Fundraisers

• Small Donations

• Limited duration and scope

Traditional P2P Fundraising

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By the Numbers…

On Average:

• $568 per active page

• 7 donors per page

• 4 new donors per page

• $77 Donation Size

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Key Characteristics:

• Time-Based• Shared Fundraising Goal• Common Purpose• Charity-Centric

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Most fundraisers are young…

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But all generations can raise money!

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Your Fundraising Community

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Why it Works

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Why Peer 2 Peer Fundraising Works

• It’s Active

• It’s Personal – Fundraisers determine their own “Why”

• It reaches exponentially more people

• It creates community

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Supporter

Donor

Recurring Donor

Fundraiser

Lifelong Fundraisi

ng& Major

Gifts

Not all donors created equal.

Engage with supporters wherever they are in your funnel, and seek to upgrade them over time.

Work your Engagement Funnel

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Or to put it another way…

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Traditional Model:Multiple campaigns and events produced

throughout the year.

Event #1

Event #2

Event #3Event #4

Event #5

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From a Marketing Perspective:

• Phone Calls• Emails• Direct Mail• Social Media• Large-Scale Events

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From a Marketing Perspective:

• Phone Calls• Emails• Direct Mail• Social Media• Large-Scale Events

Interruptive, “Outbound” Marketing

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The New Model

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“Rolling”Peer - to – Peer

Fundraising

The New Model

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Pioneered by charity:water

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Pioneered by charity:water

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Pioneered by charity:water

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Pioneered by charity:water

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Key Characteristics:

• Year-Round Fundraising• Leverages your Existing

Audience• Supporters Fundraise on

their own terms & for their own reasons.

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From a Marketing Perspective:

• Blogging• Keywords / SEO• Social Media

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From a Marketing Perspective:

• Blogging• Keywords / SEO• Social Media

Permission-based“Inbound” Marketing

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Marketing for Year-Round

Peer-to-Peer Fundraising

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Build your Blog

Your blog is the foundation of any good rolling peer-to-peer effort.

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Build your Blog

StayClassy uses its blog to:

• Build Community

• Demonstrate Authority

• Provide Content that’s meaningful to our base

• Generate new leads through newsletter signups, guide downloads, etc.

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Build your Blog

You can use your blog to:

• Build Community

• Demonstrate Authority & Impact

• Provide Content that’s meaningful to your base

• Gather leads through newsletter signups, donations, and fundraising campaigns

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Build your Blog

Our Blog Articles Provide Value:

• Fundraising Best Practices

• Client Success Stories

• Industry Trends

• Generate new leads through newsletter signups, guide downloads, etc.

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Build your Blog

Your Blog Articles Provide Value:

• Demonstrate Impact

• Highlight top Fundraisers & Supporter-Driven Events

• Gather leads through newsletter signups, donations, and fundraising campaigns

Always have a “Call to Action!”

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Build your Blog

Build Traffic, Measure Success!

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Build your Blog

1 Post:• 9,000 views• 372 Leads

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Build your Blog

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Build your Email ListMore than Donation Appeals…

• Highlight Community Members

• Demonstrate Authority, impact, and Gratitude

• Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities

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Build your Social Media

Social Media is a Hub…

• Build Community

• Highlight Community Members

• Demonstrate Authority & Impact

• Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities

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New Social Inbox

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Drip Marketing

• Using HubSpot, you can program emails to go out automatically, at regular intervals, based on criteria you determine.

• Nurture supporters from casual observers to active donors or fundraisers.

• Monitor the success of each email “track.”

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Trigger-Based Emails• Send auto-emails based

on specific actions or dates

1 Month before someone’s birthday

3 Months before an endurance race in their area

When a donation is made

When someone creates a fundraising page

When someone reaches their goal

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A Few Examples

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The Trevor Project

• New to Peer-to-Peer Fundraising

• 1st Campaign: Texting to Save Lives

• Goal: $10,000 in one month

• Extended to 2 months

• Raised $50,000

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The Trevor Project

Brand-New year-round P2P Community

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NBCF

• Permanent Peer-to-Peer community

• 3rd Party Ticketed Events

• Brings in more than $10,000 every month

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Pencils of Promise• Fundraise

anytime to fund new school construction.

• Frequent contests for fundraising milestones

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New Organ

• Robust fundraising community.

• Enhanced experience using StayClassy “APIs”

Fundraising progress bar Amount raised Mosaic of active fundraisers

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Takeaways

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Key Characteristics:

Traditional Model:

• Time-Based• Shared Fundraising

Goal• Charity-Centric• Specific events or fund

specific programs

New Model:

• Year-Round Fundraising

• Supporter-Driven Fundraising

• Build Community

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From a Marketing Perspective:

Traditional Model:

• “Outbound” Marketing Phone Emails Direct Appeals Social Media

Short-Term Mentality &

Interruptive

New Model:

• “Inbound” Marketing Blogs Keywords SEO Drip Marketing

Long-Term & Permission-Based

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Anything can be a Fundraiser:

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Anything can be a Fundraiser:

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Great Fundraising Ideas Birthdays In Honor / In Memory Run / Walk / Ride Holiday Parties Dinner Parties Cause-Related Celebrations School, Family, or Work Groups Service Trips Personal Challenges Be Creative!

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White-Labeled Member Community!

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Members can: Create Fundraisers Manage Recurring

Donations Reprint Receipts Invite Friends Keep info up-to-date

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Create a cycle of Empowered Engagement.

Event #1

Event #2

Event #3Event #4

Event #5

Rolling P2P

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Platform Considerations

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When Evaluating Platforms:Make sure that your marketing platform:

It puts your brand first (white-labeled) Easy to use Socially integrated Allows supporters to determine own “why” Easy fundraiser creation & editing Real-time access to donor data Easy list segmentation It continuously innovates Responds to your feedback Provides ways to maximize long-term

ROI through continued engagement opportunities

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Seamless Facebook Integration

Accomplished in collaboration with

Facebook…

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Responsive Design:

Optimized for every device automatically.

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Full API Access

Display real-time fundraiser

data

Fundraiser progress Donor Activity Interactive maps Event calendars

Seamlessly integrated into

your website

www.neworgan.org/100

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“ There’s nothing more powerful than an idea whose time has come “

- Victor Hugo

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Questions?

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Thank You!

Mike Spearmike@stayclassy.

org@classy_mike

Taylor [email protected]

m@taylorlcorrado