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Peer to Peer fundraising

and Social Media

Theory to Practice

Martin Campbell: Director of Innovation and Strategy: Blackbaud

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More Events. More Fundraisers.

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Who’s who?

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TIP

INSIGHT: Most fundraisers are new and lacking confidence.

• 80% of participants were first timers at the City2Surf

• 19% are primarily fundraising motivated.

• 40% of people who have fundraising as a primary focus raised over $1,000

• 36% had ‘low commitment’ to fundraising

• 30% were not confident of reaching their target

Segment communications into new and established. Inspire and give

confidence

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Acknowledge the effort as well as the funds raised. Many people may not

reach their target but they should feel fantastic about choosing you. TIP

INSIGHT: A lack of clarity around what I can achieve leads to

disappointment.

• 43% report being disappointed with their own fundraising effort.

• Only 12% of fundraisers report being given a target to achieve.

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INSIGHT: The 80:20 or 62:16 rule.

• 16% of fundraisers delivered 62% of the income

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INSIGHT: A higher target is associated with higher income and

potential to exceed.

Focus efforts on the 16%. Identify them by ambitious but realistic target setting TIP

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INSIGHT: Specific, tangible and personal – strongest influencers

of value.

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Provide your fundraisers the information they need to make personal and relevant

Request TIP

INSIGHT: Be specific, tangible and personal – strongest

influencers of value.

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Check that your fundraisers are following up their initial asks TIP

INSIGHT: Fundraisers who follow up initial requests raise more.

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Consider P2P fundraising as a type of regular giving. Establish one or two key events

for them to join in each year. Frame beat your previous amount as a guide. TIP

INSIGHT: P2P fundraisers are willing to do more of the same.

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Insight: Asking again.

9 months seems to be the optimum time for asking friends again.

Respect the time interval TIP

• 42% of donors say they would respond to specific ask

• 52% said they would of given more if asked

Suggest fundraisers ask for a specific amount that is more than $50

and will make a difference TIP

INSIGHT: Fundraisers are still not providing insight or guidance

on what to donate.

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Develop a peer donor contact strategy. They could be your warmest leads. TIP

INSIGHT: Peer Donors may be your donors already.

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Insight: Over 70% of fundraisers ran with a friend,

family member or as part of a team.

Use friends to recruit more fundraisers - Consider ‘member get a member’

programmes TIP

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• The psychology of teams is very powerful

• Teams report help with training and ‘companionship’ as the most important benefits.

• Fundraising help and advice is a secondary benefit.

Help team captains inspire fundraising TIP

INSIGHT: Get teams to focus on fundraising.

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Major Community Events Performance

Measure The Age Run

Melbourne

Participants 26,500 85,000 40,000 44,700 39,0003

3 Year growth 270% 96% 217% 89% 184%

Funds raised 2012 $1,957,000 $4,175,000 $775,000 $725,000 $552,700

No fundraising

pages

4,851 12,523 2,678 954 821

Conversion 18% 14% 5% 2% 2%

No active pages 2,490 5,093 1,146 726 645

% Active Pages 51% 41% 43% 76% 78%