social fundraising: expanding beyond the p2p fundraising event
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04/11/2023 Footer 1
SOCIAL FUNDRAISINGEXPANDING BEYOND THE FUNDRAISING EVENT!Practical ways to connect with supporters, activate donors, and raise money online.
www.bit.ly/npEXPERTS
#npEXPERTS
04/11/2023 Robyn Mendez | #npEXPERTS 2
TODAY’S NPEXPERT
Robyn Mendez Product Marketing Manager Blackbaud Interactive
robyn.mendez@blackbaud.com@robynmendez
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Social Fundraising
• Define Social Fundraising• Review the Trends• Social Fundraising Examples• Tips for Getting Started
WHAT ARE WE TALKING ABOUT TODAY?
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A style of fundraising where an organization recruits individual supporters to ask their social circles to donate to that organization.
WHAT’S SOCIAL FUNDRAISING?
Non Profit
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DO IT YOURSELF
PER
SO
NA
LH
ON
OR
AR
Y
INDEPENDENT
CROWDFUNDING
FUNDRAISING
PEER TO PEER
P2P
VIR
TU
AL
THIRD PARTY
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WHAT ARE THE TRENDS TODAY?
Trend #1:Expansion of Online Tools to Traditional Offline Third Party Fundraising Activities
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WHAT ARE THE TRENDS TODAY?
Trend #2:Creation of Online Only Social Fundraising campaigns
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WHAT ARE THE TRENDS TODAY?
Trend #3:Increased adoption of charity programs in conjunction with traditional athletic events
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WHAT’S DRIVING THE SOCIAL FUNDRAISING TRENDS?
Pressure from the Bottom:
Demand from Fundraisers
Pressure from the Top:
Demand from Organizational
Leadership
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• 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
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• Popularity of Social Media & Smartphones
• Commercial Commerce Trends: The Starbucks Effect
• Prevalence of Event Fundraising• Event Fundraising Fatigue
TREND DRIVER: DEMAND FROM FUNDRAISERS
Pressure from the Bottom:
Demand from Fundraisers
Social Fundraising is… • Highly Flexible• Inherently Social• Easily Accessible• An Alternative to Traditional Event
Fundraising
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SOCIAL FUNDRAISERS ARE VERY SUCCESSFUL…
… BUT THEIR RETENTION RATES ARE LOWER.
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SOCIAL FUNDRAISING:ONLINE CAMPAIGN EXAMPLES
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WATERCAN: DONATE YOUR SPECIAL DAY
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THE SALVATION ARMY: ONLINE RED KETTLE
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ALZHEIMER’S ASSN:THE LONGEST DAY
In Year 1, 200 Teams
Raised $236K
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MICHAEL J. FOX FOUNDATION TEAM FOX
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FOOD BANK OF NEW YORK CITY: VIRTUAL FOOD DRIVE
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NATIONAL MS SOCIETY: DIY FUNDRAISING
Raised $1.5M
in Year 1
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T IP S F OR GE T T ING S TART E D
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• Brainstorm Opportunities- What types of Social Fundraising Programs are right for your org?
• Map out a Plan- Should you run a pilot before heavily investing?- Budget? Staff? - Marketing & Communication Plan
• Tie the Campaign to your Mission & your Org- Participants have choices, make your org the right choice
• Have a Home Base for all tools and interactions- Consolidate all your activities into a central online location- Keep Social Media linked to your central online spot
• Stay Constituent Focused- Solicate feedback- Acknowledge success
SOCIAL FUNDRAISING CAMPAIGN PLANNING
Read More @ npEngage.com/event-fundraising
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SOCIAL FUNDRAISERS ARE VERY SUCCESSFUL…
… BUT THEIR RETENTION RATES ARE LOWER.
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• Own your supporters & donors – Get their contact info & email!
• Develop a cultivation communications plan - Acknowledge your top fundraisers
• Invite your social fundraisers to stay involved - Volunteering- Advocacy- Traditional RWR Events
TIPS FOR KEEPING YOUR SOCIAL FUNDRAISERS
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QUE S T IONS ?
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• NPEngage Blog - www.NPEngage.com/event-fundraising
• P2P Benchmark Study - www.blackbaud.com/p2pbenchmark
ADDITIONAL RESOURCES
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NPEXPERTS > DOWNLOAD THE FREE EBOOK
Connect with supporters, activate donors, and raise money online.
Nonprofit experts share their extensive knowledge and expertise in:
- Online marketing and fundraising- Email communication- Social media- Mobile engagement
Download the npEXPERTS eBook and register for free webinars at
www.blackbaud.com/npEXPERTS
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Blackbaud’s two Peer-to-Peer Fundraising solutions, TeamRaiser and Friends Asking Friends, are built with powerful social and mobile tools, intuitive reporting and contemporary designs to support a wide variety of events.
> http://bit.ly/TeamRaiser> http://bit.ly/FriendsAskingFriends
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