understand the latest trends in p2p · short distance competitive no min fundraising 2014 blackbaud...

Understand the latest trends

in P2P

Karen Armstrong

@Karen_Australia

MORE

1. Global event trends

2. Fundraiser and donor value

3. Multi-charity event analysis – 5 leading events: City to surf; Gold Coast Airport Marathon; HBF Run for a Reason; Run Melbourne; Sydney Half Marathon

4. Fundraiser experience & journeys

5. Fundraiser loyalty and retention

Agenda

About this study

Data

1. Analysis is of 566,861 donations with a value of $37,383,281 from 23 events for 2014 and 2015

2. Multi Charity events accounted for 65% of donations and 61% of funds raised

Everyday hero

We would like to thank Everyday Hero for providing access to data to support this vital research.

More and EDH have now been working together for 5 years

23 events

$37 million

61% multi-charity by

value

EVENT 2013 INCOME

Movember $29,675,870

Ride to conquer cancer

$19,400,000

Relay for life $19,151,000

Worlds Greatest Shave

$18,400,000

Weekend to end women’s cancers

$12,700,000

Australian eventsTop 5 events

EVENT 2015 INCOME

Relay for life $23,297,098

Movember $16,529,908

Worlds Greatest Shave

$13,929,471

Australia’s Biggest Morning tea

$13,600,000

Ride to conquer cancer

$12,660,000

Top 5 multi-charity events

EVENT 2015 INCOME

City to surf $6,435,229

Dry July $4,098,052

Run Melbourne $1,828,795

HBF Run for a reason

$1,285,202

Sydney half marathon

$876,919

Source: various annual reports, websites etc

24% decline in two years

Top 30 US events – P2P fundraising 30 2014

14 of the top 30 in decline but only 5 of the following 42 submitting data reported decline.

Growth strong in non traditional run, walk, ride models

Hijacking Personal Growth

Hosted Empathy

Novelty Challenge Gala/Ticket Merch

Ch

arit

y

Wh

o d

oes

th

e w

ork

In

div

Low Connection to cause High

Fundraisers: Amount they each contribute

Fundraisers: Number of people who give

Fundraisers: Number of people they ask

Number of people who raise any money Fundraisers or Donors?

Number of people who take part

Number of people who register

Events by numbers

Market Volume & Value

0.6%

Volume

2.9%

Value

3.5%

Ave donation

$64.65 to $66.91

Market Volume and Value

48%

32%

14%

4%

1%

16%

25%

23%

16%

20%

A Under $50

B $50 to $99

C $100 to $199

D $200 to $499

E $500 and above

Multi Charity Events Donation Volume: Value 2015

Share of Value Share of donations

Top 19% of gifts raise 59% of fundsGrowth of $500+ gifts

Donation by cause

$68 $62

$74

$84

$41

$56 $51

$67

$58 $55 $55

$39

$61

$44

$54

$67

0

10000

20000

30000

40000

50000

60000

70000

80000

$-

$10

$20

$30

$40

$50

$60

$70

$80

$90

Average donation 2015

Average donation Number of donations

Event type Donor volume

VolumeAdventure

Experiential

Hosted

Novelty

Rally

Cycle

Run

Walk

Donor value

ValueAdventureExperientialHostedNoveltyRallyCycleRunWalk

Traditional events: Walk, run, cycle Donor volume

Volume

14 km

27 km

35 km

Half Marathon

Long (multi-day)

Marathon

Multi

Donor value

Value

14 km

27 km

35 km

Half Marathon

Long (multi-day)

Marathon

Multi dist

Volume

International benchmarks

Value

EnduranceMulti and single day long Distance walks, half marathons, and triathlons.

CycleMulti & singe day cycling

WalkNon competitive, encouraged to fundraise

5k Short distance competitive no min fundraising

2014 Blackbaud P2P study - US

Average online donation 2015

$59

$50

$96

$52

$142

$113

$63

$51

$67

2%4%

5%2%

5%2%

60%

19%

0%

10%

20%

30%

40%

50%

60%

70%

$-

$20

$40

$60

$80

$100

$120

$140

$160

Adventure Experiential Hosted Novelty Rally Ride Run Walk Grand Total

Average Donation by event tye Share of market

International benchmarks2014 Blackbaud P2P study – US – Average online donation $ Australia

$113

$63

$51

5 multi-charity events

Income by event

$6,857,729

$420,080

$1,343,351

$2,014,677

$593,819

$6,435,229

$390,712

$1,285,202

$1,828,795

$876,919

$0

$1,000,000

$2,000,000

$3,000,000

$4,000,000

$5,000,000

$6,000,000

$7,000,000

$8,000,000

C2S Gold Coast Airport Marathon HBF Run for a Reason Run Melbourne Sydney half Marathon

2014 2015

Single digit decline in all events except Sydney Half Marathon with +48%

Donor volume by event 112,635

6,322

22,999

32,337

10,326

99,471

5,760

21,934

30,291

12,967

0

20,000

40,000

60,000

80,000

100,000

120,000

C2S Gold Coast Airport Marathon HBF Run for a Reason Run Melbourne Sydney half Marathon

2014 2015

Only Sydney Half Marathon has grown – 26%

Average donation by event

$61

$66

$58

$62

$58

$61

$65

$68

$59

$60

$68

$63

$52

$54

$56

$58

$60

$62

$64

$66

$68

$70

C2S Gold Coast AirportMarathon

HBF Run for a Reason Run Melbourne Sydney half Marathon Total

2014 2015

Growth of average gift for all events except 1

Raise more and stay longer!

1. Suggest a specific donation amount

2. Told people what reaching my target could do

3. Shared information with people from the charity that I asked

4. Set myself a challenging target

5. Made changes to the standard supporter page

6. Told people what their donation could achieve to help Charity X

7. Followed up my initial email with a reminder

What behaviours raise more?

$1,079

$1,323 $1,239

$1,379

$1,152 $1,234

$1,374

$955 $854 $857 $798

$884 $854 $747

0%5%10%15%20%25%30%35%40%45%50%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

Sugg

este

d a

sp

ecif

icd

on

atio

n a

mo

un

t(f

or

exam

ple

$6

7 w

illal

low

th

e Th

e Fr

edH

ollo

ws…

Told

peo

ple

wh

atre

ach

ing

my

targ

etco

uld

en

able

Ch

arit

yX

to

do

Shar

ed in

form

atio

nfr

om

th

e ch

arit

y w

ith

peo

ple

I h

ave

aske

d

Set

mys

elf

ach

alle

ngi

ng

targ

et

Mad

e ch

ange

s to

th

est

and

ard

Su

pp

ort

erP

age

pag

e p

rovi

ded

by

the

char

ity

Told

peo

ple

wh

atth

eir

do

nat

ion

co

uld

ach

ieve

fo

r C

har

ity

X

Follo

we

d u

p m

yin

itia

l em

ail w

ith

are

min

der

Fundraising Practices

Did this Did not Frequency

Looking at the list below of some of the things other people have said can help with fundraising, which of these did you do?Please tick all that apply. Source: MORE 2014

Increasing Fundraiser Value

1. Coaching – online, phone & in-person 2. VIP Management 3. Create tools:

a. Reminder emailsb. Set target c. Personal donation d. 1st Donation - Ask best donors firste. Upgrade to cover credit card feef. All payment gateways

4. Share information on your mission and create the start of a journey

Increasing Fundraiser Value

Results

experiencesinfluence

Attitudes drive Behaviors deliver

Donor / Fundraiser experience

The new GE Optima MR360

is well suited for a wide range of MR

scanning needs – with

the ease of operation to help

make a clinician’s staff more productive. For

streamlining routine scans, the Optima MR360

incorporates an express exam approach to MR. It

includes many intuitive and automated functions

that help increase patient comfort, operator

confidence, image consistency, and professional

satisfaction of MR staff.

Great ExperienceThanks Oracle

GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

Behaviors

ATTITUDES

PEOPLE

THINGSON

STA

GE

EXP

ERIE

NC

E

PEOPLE

THINGSBA

CK

STA

GE

SUP

PO

RT

Select a specific customer persona to map

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

NURSE

TISSUES

GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR ENTER

GETS DRUGGED

GOES THROUGH

MRI

………

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMDOCTOR ANESTH.

IMAGING TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

NEEDLE & DRUGS

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MOM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGPATIENT SAFETY TEAM

IMAGING TECH

STAFF PAGING SYSTEM

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

DRUG ROOM

NURSE

TISSUES

IMPACT MORE STAFF

COST OF DRUGS

IMAGING TIME

SIDE EFFECTS

EVALUATE & PRIORITIZEIdentify moments that matter for the customer and the organization

GOES TO INITIAL DOCTOR

RIDES TO HOSPIT’L

CHECKS IN

WALKS TO MRI ROOM

SEES MRI MACHINE

CRIES & RESISTS

SEES DOCTOR

ENTER

GOES THROUGH

MRI

………

DOCTOR MOMCHECKIN NURSE

IMAGING TECH

MOMIMAGING

TECH

MRI MACHINE

DESK & COMPUT.

CHARTCARTAKE-HOME

PACKET

MRI MACHINE

AM I REALLY SICK?

THAT LOOKS SCARY!

WILL IT HURT ME?!

MUM CAN’T HELP?

NO! NO! PLEASE

NO!

I’M REALLY

NERVOUS

WISH I WAS AT SCHOOL

TECH. WRITER

SYSTEM ADMIN.

HOSPIT’L BLDG MGR

DOUGIMAGING

TECH

PATIENT RECORD SYSTEM

RESERV. SYSTEM

IMAGING RECORD SYSTEM

IDEA: CAMP GUIDE

WOW, A CAMP-FIRE!

FEELS LIKE I’M CAMPING

THIS ISN’T

TOO BAD

THAT WASN’T SO BAD

THIS PLACE IS

NEAT!

TODAY COULD BE FUN

LAYS DOWN IN MACHINE

LISTENS TO

FOREST SOUNDS

…

TEST NEW EXPERIENCESNew attitudes, new behaviours….different result

NURSE

HASMRI

SCAN

IDEA: CAMPING

SITE

IDEA: CAMP

BACKPK

FEWER STAFF

NO DRUGS

IMAGING TIME ↓

↓ SIDE EFFECTS

Donor/Fundraiser journey map

…visually illustrates the donors processes, needs, & perceptions throughout their interaction and relationship with an organization

1. Target audience segments

2. Send conditional content

3. Trigger emails based on behaviours

4. Utilise engagement scores (email response and website engagement)

Fundraiser experience

HJC Donor Journey 2015

Conditional content HJC Donor Journey 2015

Personalisation and segmentation

300%

Personalisedmessaging to donor segments with cat/dog segmentation vstest

170%

Personalisedmessaging to non donor segments with cat/dog segmentation vstest

140% -

220%

Advanced personalisedsegmentation

increased open rates

HJC Donor Journey 2015

Value of loyalty – Blackbaud 2014

0% 20% 40% 60% 80% 100%

In another type of event that didnot involve seeking online…

In another "sponsored" event

In City2Surf 2014

Unlikely

Undecided

Likely

Are we driving loyalty? – MORE 2014 C2S

Only 30% remember being asked to run againOnly half were asked to support the charity in

another way 84% “I like to do new things each year”

DONOR TYPE

VALUE

1. Ask to participate in event again

2. Create mission centric events

3. Survey

4. Analyse dataa. Donor and fundraiser

b. NPS or engagement measures

Extend the relationship

LONGEVITY

BEHAVIOUR

5% 6%

10% 10%

4%

16%

6% 7%

10%

6%4%

All Cash RG RG+Cash F2F Highvalue

Mid value LowValue

Long Mid New

Survey response rate by type

Extend the relationship

Survey

171 Confirmed bequestors

143 Intending bequestors

499 Considering a bequest

41 New Major Donors

203 Prospective Major Donors

730 Event Fundraisers

206 Community Fundraisers

1087 Potential alternative gift buyers

1264 Engaged donors making comments

Thank you

Contacts: Karen Armstrong MORE

Martin Paul MOREApology from Julie Roberts MORE

www.morestrategic.com.au

Talk to us about benchmarking, survey or donor journeys