it's working for us - could it work for you? creative concepts in peer-to-peer fundraising

It’s Working For Us, Could It Work For You?

Shana MastersonNational Associate Director,

Interactive Fundraising & Engagement

Greg BorkowskiManager,

Development

Shana MastersonNational Associate Director,

Interactive Fundraising & Engagement@npshana

It’s Shiny! Should We Chase It?

Fundraising Incentives?

Social Media?

Mobile?

We’ll Just Run An Incentive!

Extrinsic incentives do not work in the long term and REMOVE intrinsic motivation.

Changes focus to "what's in it for me” instead of the benefit of donating/fundraising.

Fundraising is an altruistic act and “rewarding it” crowds out the desire to do something good.

Source: DonorVoice 2/6/2013

Perceived Value

Universally Accepted Cost/Value

= $100-ish + effort+ confusion

Perceived Value

Increases DecreasesAWESOME Prize! (VIP Tickets, experiences)

LAME Prize ($25 gift card)

Less often (Well-planned and placed throughout the season)

More often (Weekly)

Your ONLY chance We offer random stuff all the time!

That sounds easy! (ex. Raise $100 to qualify for a Kindle Fire)

That really is a lot to ask for what you get (ex. Send 75 emails to maybe get a $25 gift card.)

Consistent value proposition Inconsistent value proposition

Incentive Study:Communications > Prize

Less > MoreMulti-channelWell-plannedSegmentedLonger at beginning, shorter at end of seasonUse the national incentivesPersonal outreach

We Need to Be on SnapChat!

Referral Traffic

Social Traffic & Share This

Levels of Engagement

Level 1 (Use local presence)

- Didn’t make goal - New staff

- Web/email needs help - No time

Level 2 (Individual event presence)

- Made goal - Experienced staff

- Established strategy - Have the time

Level 3 (Multiple social presences)

- Level 2 PLUS volunteers

For Participants

For Staff

National Experimentation

Renewed promotion of #tourdecure and #stepoutdiabetes

Weekly social media highlights

More cross-posting to national accounts

Smaller, segmented ad buys

Instagram

Social media ambassadors

Mobile Is Where It’s At

Source: supermonitoring.com

Mobile “optimized” boutique sites – Same for mobile and tablet

TeamRaiser difficult to “mobilize”

Most frequent click-through: “View complete site”

Donation forms optimized in Fall 2012

Pre-2013 Mobile

Going Responsive

Solidifying our approach

Early Results

STEP OUT 2012 2013

Traffic 5.2% 33%

Bounce Rate TabletMobile

49%65%

28%29%

Time on SiteTabletMobile

1:491:08

3:582:44

Questions?

Shana MastersonNational Associate Director,

Interactive Fundraising & Engagement@npshana

Ronald McDonald House CharitiesCorporate Team Fundraising

Greg Borkowski

Manager, Development

• Grow Overall Fundraising• Keep costs low• Increased competition from

competing organizations• Diversify Fundraising Efforts

Trend Driver: Need to grow overall revenue

Pressure from the Top:

Demand from Organizational

Leadership

Social Fundraising is…

• Relatively Low Cost to Set Up• Relatively Low Cost to Maintain• An Expansion of Fundraising Footprint

Team RMHC

24

• 2010: 200 runners / $350,000

• 2011: 350 runners / $435,000

• 2012: 386 runners / $720,000

“But We Do Just Fine with Traditional Fundraising”

• Traditional fundraising events still have a place. • However, to expand even our traditional fundraising, we

rely on supporters and their friends. • The tide toward social fundraising means “asks” for

support by friends are becoming commonplace. • As your friends and theirs are recruited to support

other charities, if you don’t participate, you may lose ground you cannot gain back.

RMHC

“Offline” Social Fundraising

Corporate Team Fundraising

• What does Corporate Team Fundraising (CTF) mean for RMHC?

• Why is CTF such an appealing option for national and international partners?

• How does CTF benefit my Chapter?

Philadelphia Insurance (Team PHLY)

Campaign Success

• $411,000 total contribution to RMHC

• 62 RMHC Chapters engaged, benefited

• 750 employees created fundraising pages.

• Over 1,700 donors• Top participant raised

more than $24,000

The Goddard School

Results

• 210 Goddard schools participated

• $25,000 direct gift from Goddard

• $200,000 total value of campaign to RMHC

Kleinfelder

31

60 Office Locations Year-round program of engagement

with local RMHC Chapters and Houses

Fundraising, PR, and volunteer activity support to franchisees.

60 Office Locations Year-round program of engagement

with local RMHC Chapters and Houses

Fundraising, PR, and volunteer activity support to franchisees.

The Dwyer Group

32

1600 Franchises Opportunities for “Season of

Sharing” direct fundraising Year-round program of engagement

with local RMHC Chapters and Houses

Fundraising, PR, and volunteer activity support to franchisees.

1600 Franchises Opportunities for “Season of

Sharing” direct fundraising Year-round program of engagement

with local RMHC Chapters and Houses

Fundraising, PR, and volunteer activity support to franchisees.

How to Guarantee Success

• Find your Champion

• Set clear and realistic goals

• Focus on implementation and messaging – a campaign by itself is not a call to action

Activation Kit

• Letter from RMHC

• FAQs

• Fundraising Ideas

• Video tutorials

• Coaching emails

Fundraiser Support

Competition is Good

Team Fundraising

• Teams raise more money than those fundraising alone

• Team captains play the most important role in peer-to-peer event fundraising

• Traditionally team leaders raise an average of one third of the overall participant revenue

Team Captains

• Create/personalize team and individual page through online registration

• Communicate with chapter regarding fundraising efforts

• Motivates office/co-workers to join and fundraise

• Potentially provides fundraising tips and ideas

Team Members• Register to join team and

personalizes fundraising page

• Use email, social media to solicit gifts online

• Host offline “events” to raise funds for goal (Cookouts, jeans day, etc)

• Potentially encourage co-workers to fundraise

Greg.Borkowski@us.mcd.com