PEER TO PEER FUNDRAISING

Retention Its all about the BASE

3

4

Churn: the number of participants who do not return to an event from year to year…

Source: www.sickkidsfoundation.com Great Camp Adventure Walk

6 to 7 number of times

more costly it is to

acquire versus

retain a donor.1

200% the increase in

lifetime value of a

donor database, if

donor retention

improves by 10%2

41% donor retention

rate via the 2015

Fundraising

Effectiveness

Survey Report.

THE VALUE OF AN EXISTING DONOR

2014 RETURNING PARTICIPANTS

NEW VS RETURNING PARTICIPANTS ONLINE FUNDRAISING PERFORMANCE

HOW DO YOU BUILD LOYALTY?

The implication for P2P retention is

to BE AWESOME ALL THE TIME.

Building Loyalty Through Reciprocity

Humans have an evolutionary desire to keep all exchanges fair.

We feel indebted to those who do something for us, even if we didn’t ask for anything.

“The implication for marketers is you

have to go first. Give something: give

information, give free samples, give a positive experience to people and they

will want to give you something in return.”

SURPRISE AND DELIGHT

Does your welcome package make someone’s day?

• Does it include a hand written note?

• Are you sending something memorable?

• Is it personalized to the recipient?

Surprise Reciprocity Reciprocity is a powerful force, but to truly

stand out and earn loyalty, create unexpected wows and exceed expectations.

SURPRISE AND DELIGHT

In the early days of Zappos, customers were told their order would arrive in 3-4 days. Unbeknownst to them, they were automatically upgraded to priority shipping. Imagine their surprise and delight when this happy box arrived the next day?

Surprise Reciprocity at “Hello” SURPRISE AND DELIGHT

The Dollar Shave Club includes a publication called “The Bathroom Minutes” and free samples in your shipment. Their box is more than just a new pack of razors. These little surprises keep you coming back for more!

SURPRISE RECIPROCITY IN P2P

The $100 T-Shirt

• Participants expect to receive it on event day

• Mail it in a fun envelope as soon as they earn it

• Include a hand written note with personal details

• Soft ask to post a photo and hashtag

Unexpected Rewards at Check In

• “Hi David! As a team captain, we’d love you to get a massage on us at the finish line.” • “We’re so glad you’re here, Sue! Because you’ve raised $1,000, you’ve been

upgraded to the VIP tent.” • (One week prior) “Bob! Because you’ve assembled such a large team, we’d like to

offer you and your whole team access the executive coach to and from the parking area.”

BE FANATICAL ABOUT CUSTOMER SERVICE

This goes beyond providing exceptional customer service.

Go out of your way to provide random

acts of wow for your fundraisers.

UNPLANNED SURPRISE RECIPROCITY

• Son leaves his beloved stuffed animal, Joshie the giraffe, at the Ritz Carleton hotel, where the family was staying.

• Father hopes hotel staff will find Joshie, and tells son that Joshie is enjoying an extended vacation.

• Hotel staff finds Joshie.

• Hotel staff wows father and son by documenting Joshie’s vacation before returning him.

Service is your guarantee. Your

best loyalty program is to provide personalized service.

- Francis Prezeau, President of Signature Canada

Build Loyalty Through Personalization

Reciprocity through incentives is appreciated.

Personalized service and surprises are remembered.

BUILD LOYALTY THROUGH STAFF ENGAGEMENT

Companies with high employee engagement scores had twice the customer loyalty than companies

with average employee engagement levels.

- Study: Are They Really On The Job?

Organizations with highly engaged employees achieve twice the annual net income of organizations whose employees lag behind on

engagement.

- Study: The Impact of Employee Engagement

Source: http://www.nonprofithr.com/wp-content/uploads/2015/02/2015-Nonprofit-Employment-Practices-Survey-Results-1.pdf

HARD TO DO WHEN

Build Loyalty Through Consistency Pledges and petitions in P2P

We often see pledges used in advocacy, but they can be extremely effective for P2P.

At the height of campaign excitement, encourage participants to sign a digital or live pledge to return the following year.

Then thank and remind!

“Once people make a choice/take a stand, they will encounter interpersonal pressure to behave consistently with what they have previously said or done.”

- Robert Cialdini

Using Surveys to Encourage Consistency Survey uses:

Find out what fundraisers are thinking

Get fundraisers to commit to their beliefs

For those who had a positive experience, taking the survey solidifies their belief and influences future actions (becoming loyal).

For those who had a negative experience, the survey has the same effect, which helps to solidify NOT returning.

Build Loyalty By

Always Being Awesome

Retention efforts do not start the day after the event, they start the

second someone signs up.

7.17.15

Pairing communications with retention efforts

A communication plan is necessary prior to recruiting

Create “aha” moments along the way, throughout the event life cycle

COMMUNICATION PLAN: PRE-EVENT

Determine what they want to hear

Target communications for your unique segments

Start by segmenting

$45

$21

$119

$56

$0

$20

$40

$60

$80

$100

$120

$140

Walk 5K

New Returning

NEW VS RETURNING PARTICIPANTS

NEW VS RETURNING PARTICIPANTS

NEW PARTICIPANTS

• Spend time coaching them on the tools and how to fundraise

• Remind them on the “why”

RETURNING

• Don’t ignore! Ensure they feel special and show your appreciation for their return

• Up the ante for this group

New Participants

Returning Participants

LEADING UP TO THE EVENT DATE

Showcase and acknowledge fundraisers along the way, in your coaching emails,

newsletters and social media

COMMUNICATIONS PLAN: WITHIN 24 HOURS OF EVENT DATE

Craft a big THANK YOU message in advance to send the day of the event.

Celebrate heartwarming moments of the event, its fundraising success, thank

participants and volunteers profusely

Queue up an email in advance. It doesn’t have to include specific fundraising totals

Post similar “thank you” and “great job” messages to Facebook and Twitter. Add pictures

from the event

AWESOME “DAY OF EMAIL”

Encourages fundraising

Sent day of event

Mission Reminder

Thank You

COMMUNICATIONS PLAN: EVENTUALLY...(BUT DON’T WAIT TOO LONG)

Announce fundraising totals and final fundraising push in another communication

Remind participants of how the funds will be raised

Segment communications by audiences (TCs, new participants, etc…)

Ask participants what other communications they would be interested in

UPDATE YOUR WEBSITE ASAP

COMMUNICATIONS PLAN: POST-EVENT

During the off season keep in touch and focus on creating mission moments

Ensure other departments are aware of your post-event communications plan

Remind them of the next event, even if it’s just the save the date

Announce your save the date, even if you don’t have your event setup online.

No asking for money; just provide information

Share mission moments

Stories/photos work well with testimonials

Use a great subject line….” How many MORE kids can be cured?”

MISSION TOUCHES

Communicate without asking for money

POST EVENT SURVEYS ARE A GREAT WAY TO MODIFY THE PARTICIPANT’S BEHAVIOR

• Participation DOES NOT EQUAL Fundraising

• Participating in an event and fundraising are two separate tasks and two separate asks

• Fundraising is not as challenging

• Participants didn’t fundraise because they were not asked

Timing is Everything

When should you say thanks?

When should you ask again?

NET NEW DATA

Personal thank you

from leadership.

Why are they involved?

Message #1

Create a mission

moment with great stories & powerful

images.

Message #2

Engage the donor with a

survey asking for info & feedback

Message #3

Get involved: list 3 or 4 options.

Don’t make it cluttered!

Message #4

WHAT’S ON YOUR MIND?

A Q

RESOURCES...

• P2P 2014 Fundraising study: the most comprehensive study in the P2P fundraising.

• Drab to Fab: Peer to Peer Event Makeover: an ebook and guide to help “make over” your peer-to-peer strategy.

• TeamAndy Microsite brings all of our peer-to-peer and DIY fundraising resources in to one spot from e-books to videos and everything between.