webinar: social media + p2p fundraising: a case study w/ casa of travis county
TRANSCRIPT
SOCIALFUNDRAISINGP2P FUNDRAISING AND THE SOCIAL EFFECTA special thanks to CASA of Travis County
Logistics / Today’s agendao Introso Our Case Study: CASA of Travis County - Superhero Runo Diving In: What the Data Suggests
o Being Online Isn’t Enougho How Social Media Effects Donation/Fundraising Rateso How Social Media Effects Donation/Fundraising
Amountso Best Practices for Growtho Takeaways for Your P2P Fundraiser
Who we are /
Taylor ShanklinSenior Manager, Product Marketing @ KIMBIA
Jamie FinneyAnalyst and Brand Development @ LEADPUP
Callie LangfordDirector of Communications @ CASA OF TRAVIS COUNTY
Audience Poll /Tell us in the chat box
Who are you?o Nameo Positiono Organizationo Location
Audience Poll /Check the appropriate box
Have you hosted a peer-to-peer fundraiser before?
o YESo NO
What roledoes social media play in peer-to-peer fundraising?*
*As told by the data
Overview / CASA of Travis County – Superhero Run
o 4 Years Runningo 5,255 Total Registrants
o 1637 in 2016o 3,637 Giftso 730 P2P Fundraise Eventso $199,049 Raised
o 82.5% Raised through Kimbia’s P2P Platform
Overview / Year-Over-Year Growth
2008 2009 2010 2011 2012 2013 2014 2015 2016
400
700
1100
1350
2600
2500
2300
2800
3350
$22,
500
$16,
000
$8,0
00
$21,
000
$27,
675
$35,
500
$48,
255
$54,
000
$47,
000
$8,5
00
$12,
500
$23,
000
$28,
500
$64,
000
$63,
000
$58,
870
$69,
940 $9
1,38
0
$8,5
00
$6,5
00
$19,
500
$30,
500
$40,
503 $6
1,72
7
$53,
630
$55,
500 $7
9,73
0
$39,
500
$35,
000
$50,
500 $8
0,00
0
$132
,178
$160
,000
$160
,000
$180
,000
$218
,000
Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total
o Register o Someone registers to run/walk
in the 5k event or Kids 1k raceo Donation
o An individual or race registrant gives a tax-deductible gift (outside of registration fees) to support CASA as part of the Superhero Run.
o Raise o Someone participates in Peer-
to-Peer fundraising by securing donations for CASA as part of the Superhero Run, using a personalized fundraising page/message with a personal fundraising goal.
o Participanto Any individual affiliated with
the Superhero Run in one or more of the above ways.
The Study / Definitions
Audience Poll /Tell us in the chat box
Do you think social media engagement influences
fundraising dollars?
JUST BEING ON SOCIAL IS NOT ENOUGHWe confirmed social media profiles for 28% (1,892) of all
participants. But their donation and raise behavior wasn’t special.
Everyone has interacted with social media by now.
EMBRACE SOCIAL MEDIA AS ONE ENGAGEMENT CHANNEL(your supporters already have)
DO SOCIAL USERS GIVE MORE OFTEN?Across the four relevant networks, donation rates were just slightly higher than the
population donation rate.
Linkedin 12.4%Facebook 12.7%
Twitter 12.0%
Klout 11.8%
Donation RatesALL
Participants*
10.4%NO
DO SOCIAL USERS RAISE MORE OFTEN?Across the four relevant networks, raise rates were just slightly higher than the
population donation rate.
Linkedin 16.9%Facebook 15.8%
Twitter 15.1%
Klout 15.2%
Raise RatesALL
Participants*
13.6%NO
Can I use social metrics to predictdonation or raise amount?
One would think that a larger social media presence wouldcorrelate with a larger fundraise amount.
Correlation Between Average Fundraiser Amount and...
Total Social Profiles 0.00
Twitter Followers 0.01
Klout Score -0.06
NO - (A correlation coefficient of <-.5 or >.5would have been noteworthy)
So why are we here?
If Social Media Can Not Predict Who Is More
Likely to Give or Raise?
DO SOCIAL USERS GIVE MORE?Across all four relevant networks, the average gift size was more than
double the population’s average gift.
Linkedin $115.10Facebook $107.00
Twitter $110.74
Klout $114.19
Average GiftALL
Participants**
$54.19
YES – *Even when gifts over $1,000 were excluded
DO SOCIAL USERS RAISE MORE?Across all four relevant networks, the average P2P raise amount was more
than double the population’s average raise amount.
* YES – Even when gifts over $1,000 were excluded
Linkedin $307.75Facebook $263.17
Twitter $283.05
Klout $305.24
Average RaiseALL
Participants*
$123.06
YES – *Even when gifts over $1,000 were excluded
SOCIAL MEDIA WORKSo The Social-Media-Active are better donors.
o (You don’t want to be seen putting pennies in the tip jar. The peer-pressure effect.)
o And better fundraisers. (Because they have more tools to reach a crowd)
OTHER NOTEWORTHY FINDINGSo EMPOWER YOUR SUPERSTAR FUNDRAISERS
o 4.5% (33) of all fundraisers, raised 46.5% of all raised funds.o With an average of $2,313.41 raised.
o MORE REGISTRANTS FUNDRAISED THAN DONATED THEMSELVESo By a slim margin.o 10.4% of registrants donated, while 13.6% fundraised.
o THE MEDIAN GIFTS WAS $25.00o The average Joe’s gift.
What Can I Do to Grow?
I want to keep my participants engaged, and coming back year-over-year?
o A fun theme makes it stand out in a crowd and will make it easier for your participants to share an interesting story
o Keeping it uplifting is important!
o Success is intoxicating
o Make it as easy as possibleo Most of the fundraising comes from people raising $100o The small group of large fundraisers are a totally different audience, and
require a different approach
Theme / Make It Interesting!
By The #’s / Theme Really Matters
2008 2009 2010 2011 2012 2013 2014 2015 2016
400
700
1100
1350
2600
2500
2300
2800
3350
$22,
500
$16,
000
$8,0
00
$21,
000
$27,
675
$35,
500
$48,
255
$54,
000
$47,
000
$8,5
00
$12,
500
$23,
000
$28,
500
$64,
000
$63,
000
$58,
870
$69,
940 $9
1,38
0
$8,5
00
$6,5
00
$19,
500
$30,
500
$40,
503 $6
1,72
7
$53,
630
$55,
500 $7
9,73
0
$39,
500
$35,
000
$50,
500 $8
0,00
0
$132
,178
$160
,000
$160
,000
$180
,000
$218
,000
Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total
Shoot for the moono INCENTIVES WORK
o You’ll get to know the competitive folks in your camp
o Gives your participants a goal and holds them accountable
o FUNDRAISING MILESTONESo $100o $500o Top 3 fundraiser prizes
#Goals /
Coaching / Develop relationships with your rockstars
o Drive competition amongst them
o Have them share their story, publicly
o Help them mentor other participants
Develop a toolkit & make it easy
o Drive competition amongst them
o Have them share their story, publiclyo Like on your blog
o Help them mentor other participants
Coaching /
Provide Templateso Email
o AND Social
Coaching /
Make a Donation to Yourself Make It Personal Ask, Ask, Ask:
Send Emails
Ask, Ask, Ask: Share on Social
Ask, Ask, Ask:Ask In Person Turn in Offline $
Share Your Goal = Hold Yourself
Accountable
Recruit Your Friends
Thank your Donors(in your
handwriting)
Ask Participants To Do...Coaching /
Takeaways /
1. Social-media-active do not give or raise more often.
2. But they do give and raise more.
3. Superstar Fundraisers play a big role.
Top 3 List
Identify the golden geese and cultivate them
Audience Poll /Tell us in the questions box
Questions?
