how to grow and optimize your peer to peer campaigns
DESCRIPTION
We discuss the strategy, tactics and technology to grow your peer to peer fundraising revenue.TRANSCRIPT
How to Grow and Optimize Your Peer-to-Peer Campaigns
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Confidential document: Kimbia Inc. 2014
Agenda
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Confidential document: Kimbia Inc. 2014
Presenters
Miriam Kagan
Senior Fundraising Principal
Kimbia
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Rachel Armbruster
President
Armbruster Consulting Group
Confidential document: Kimbia Inc. 2014
Peer-to-Peer Strategy
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Confidential document: Kimbia Inc. 2014
Determining the Right Peer-to-Peer Strategy to Reach Your Revenue Goals
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Confidential document: Kimbia Inc. 2014
Strategy
• Establishing goals and expectations for your Peer-to-Peer program
• Transition each element from reactive to proactive
• Determine the right mix of Peer to Peer programs:
• DIY
• Endurance
• Signature Events
Confidential document: Kimbia Inc. 2014
DIY
• Timeline for building the program as it proves successful
• Create a sense of community from the start
• Connection to the brand
• Super volunteers
• Efficient if appropriate toolkits and e-communications plan utilized
• E-comm schedule should include milestones
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Endurance
• Greater competition among NPOs
• Determine structure including number of events, virtual vs. real team, DIY, etc.
• Integrate experiential and mission-focused incentives
• Lower retention so acquisition needs to be a priority each season
• Utilize virtual program to identify potential team events
• Consider For Benefit Of (FBO) opportunities as the program matures
Confidential document: Kimbia Inc. 2014
Signature Events
• Higher risk but also larger potential revenue long-term
• Provides a platform for engagement and is a catalyst for increased involvement
• Event strategy must consider locations, growth, staffing, etc.
• Encourage partnerships to reduce production efforts and focus on relationships
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Integration of Peer-to-Peer
Within Your Organization12
Confidential document: Kimbia Inc. 2014
Integration• Peer-to-Peer provides interactive engagement options for previously
untouched audience segments (programs, volunteers, major donors, etc.)
• Integrate into the organization’s communication calendar
• Evaluate how you are integrating this giving option online
• Develop a specific communication plan for your Peer-to-Peer participants
• Social media integration including Peer-to-Peer content (stories of success, recruitment, reminders)
• Dedicated staffing with understanding of resources and best practices
• Work with corporate team to integrate sponsorship and team engagement
• Transition from volunteers fundraising to an established program
• Do unto others…
Confidential document: Kimbia Inc. 2014
Peer-to-Peer Tactics
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Confidential document: Kimbia Inc. 2014
Recruitment and Retention
Roadmap for Success
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Confidential document: Kimbia Inc. 2014
Recruitment
• Request for Information (RFI)
• Cross promotion
• Website
• One on one recruitment
• Events
• Incentives including referrals, discounts, etc.
Confidential document: Kimbia Inc. 2014
Retention• Recognition
• Recruitment onsite or immediately following successful campaign
• Stories of impact
• E-communications by trigger, not by Day Zero
• Drive specific actions
• Your constituents are mobile: are you?
• Incentives
Confidential document: Kimbia Inc. 2014
How to Use an Event Within the Event to Acquire Participants, Boost Income, and Stay Top of Mind with Your Peer-to-Peer
Audience
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Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Wrap-Around Events
• DIY campaigns and mini-campaigns
• Endurance
Orientations
Training events
Alumni gatherings
• Signature Events
Team Week
Adrenaline campaigns
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Registration Friction
• How many steps does your registration process have?
• Why?
• Measure the impact
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Make It Easy
• Automatically create personal pages
• Don’t overcomplicate the participation process
• Make it easy to find
Confidential document: Kimbia Inc. 2014
MOBILIZE
Confidential document: Kimbia Inc. 2014
Additional Resources
• Free Registration Friction Self Assessment: http://www.kimbia.com/event-registration-checklist/
• Dallas Marathon Case Study: http://kimbiaracing.com/case-studies/dallas-marathon/
• Presentations:http://www.slideshare.net/rkarmbruster/presentations
Confidential document: Kimbia Inc. 2014
Pair Peer-to-Peer and Crowdfunding to Optimize Participation and Results
Organizations running 7 of the 10 largest Single-Day Crowdfunding Events in history use Kimbia technology,
including Give Local America (GLA), which raised $53,700,000 in a single day this past May.
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Confidential document: Kimbia Inc. 2014
Q&A
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Confidential document: Kimbia Inc. 2014
www.kimbia.com@kimbiainc
[email protected]@miriamkagan
@rarmbruster
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Confidential document: Kimbia Inc. 2014
Thank you!
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