Peer-to-Peer Event Fundraising Consumer Survey
7
© June 2011 | 2000 Daniel Island Drive, Charleston, SC 29492 T 800.443.9441 E [email protected] W www.blackbaud.com 1 It’s been more than a decade since technology revolutionized event fundraising with the introduction of personal fundraising web pages and personal email solicitations. Technology continues to influence event fundraising with the addition of social media and the ever expanding uses for mobile devices. Blackbaud estimates online fundraising accounts for on average 30 percent of revenue for most major U.S. peer-to- peer fundraising events. There have been many studies on the use and effectiveness of online tools in peer-to-peer fundraising and the data show online tools help participants become successful fundraisers. Despite all the data available, one important factor is not often discussed — the individual. What motivates an individual to get involved and take action? In addition to understanding an individual’s motivations, Blackbaud and the Run Walk Ride Fundraising Council wanted to learn more about how technology impacts their fundraising efforts — from the participant’s perspective. In 2011, Blackbaud and the Run Walk Ride Fundraising Council conducted an online survey of individuals who have participated in at least one walk, ride, or run event in the last two years. Three out four respondents participated in multiple events. The survey did not require respondents to name the events or organizations they have raised funds for, but did ask for the organization’s mission (see Figure 1). Figure 1: Who are you supporting? Peer-to-Peer Event Fundraising Consumer Survey Amy Braiterman, Principal Strategy Consultant, Blackbaud David Hessekiel, President, Run Walk Ride Fundraising Council Contents Age: It’s just a Number 2 Why I Took Action? 2 Fundraising Goals and Participation Types 3 Trends by Month 3 How Funds Are Raised 4 Online Tools: Easy or Difficult to Use 5 Exceeding Fundraising Goal 6 Conclusion 6 Where to go from here 7 About Blackbaud 8 Peer-to-Peer Event Fundraising Consumer Survey Animal welfare Aquarium or zoo Arts and cultural Community Environmental Faith-based Health/Medical Healthcare Higher education International aid Library School Social Service Youth Other (e.g. seeking a cure for a disease) (e.g. supporting a hospital or other medical institution) 47% 6% 3% 2% 2% 4% 1% 2% 2% 6% 1% 3% 14% 4% 4% Continued on following page
Transcript of Peer-to-Peer Event Fundraising Consumer Survey
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
1
Itrsquos been more than a decade since technology revolutionized event fundraising with the introduction of
personal fundraising web pages and personal email solicitations Technology continues to influence event
fundraising with the addition of social media and the ever expanding uses for mobile devices Blackbaud
estimates online fundraising accounts for on average 30 percent of revenue for most major US peer-to-
peer fundraising events
There have been many studies on the use and effectiveness of online tools in peer-to-peer fundraising
and the data show online tools help participants become successful fundraisers Despite all the data
available one important factor is not often discussed mdash the individual What motivates an individual to
get involved and take action In addition to understanding an individualrsquos motivations Blackbaud and the
Run Walk Ride Fundraising Council wanted to learn more about how technology impacts their fundraising
efforts mdash from the participantrsquos perspective
In 2011 Blackbaud and the Run Walk Ride Fundraising Council conducted an online survey of individuals
who have participated in at least one walk ride or run event in the last two years Three out four
respondents participated in multiple events The survey did not require respondents to name the events
or organizations they have raised funds for but did ask for the organizationrsquos mission (see Figure 1)
Figure 1 Who are you supporting
Peer-to-Peer Event Fundraising Consumer Survey Amy Braiterman Principal Strategy Consultant BlackbaudDavid Hessekiel President Run Walk Ride Fundraising Council
ContentsAge Itrsquos just a Number 2
Why I Took Action 2
Fundraising Goals and
Participation Types 3
Trends by Month 3
How Funds Are Raised 4
Online Tools
Easy or Difficult to Use 5
Exceeding Fundraising Goal 6
Conclusion 6
Where to go from here 7
About Blackbaud 8
Peer-to-Peer Event Fundraising Consumer Survey
Animal welfare
Aquarium or zoo
Arts and cultural
Community
Environmental
Faith-based
HealthMedical
Healthcare
Higher education
International aid
Library
School
Social Service
Youth
Other(eg seeking a cure for a disease)
(eg supporting a hospital or other medical institution)
47
6
3
2 2
4
12
2
6 1
3
14
4
4
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
Continued on following page
Itrsquos not surprising that events supporting health organizations in their quest for a cure were the most
popular What is noteworthy is the number of verticals utilizing this fundraising channel Organizations are
looking for ways to diversify their revenue streams and grow their volunteer base They can accomplish
these tasks with peer-to-peer fundraising by seeing the power of individualsrsquo network and not just their
net worth
Peer-to-peer fundraising is about more than just raising funds it is a mission-driven activity to create
awareness for the cause and build a network of supporters It provides organizations with the opportunity
to empower traditional volunteers and donors to become ambassadors for their cause
Age Itrsquos Just a Number
Respondents were required to provide their age range 39 percent fell into the 30-39 age range 40-
49 was the next largest range accounting for 21 percent 18-29 accounting for 15 percent 50-59
accounting for 18 percent the remaining 7 percent was 60-69
The survey asked participants if they used online tools Some tend to think online tools are only for those
under 30 is that the case While respondents 18-29 were most likely to use online tools (53 percent)
they were only 1 percent ahead of individuals 30-39 (52 percent) Forty percent of those 40-49 took to
the internet to assist with their fundraising efforts Lastly about 32 percent of survey respondents in the
age range of 50-59 and 60-69 used the online tools
Online fundraising continues to provide great value to organizations and there is still plenty of opportunity
for growth and to enable participants to use online tools more effectively Adoption of online tools are tied
to two important factors first an individualrsquos comfort with computers and second easy-to-use online tools
Online fundraising has made a significant impact but has not come close to reaching its peak performance
Why I Took Action
Before learning what fundraising tools and channels participants found most helpful it is important to
learn about their motivations What motivated or compelled an individual to take action and sign up for an
event Figure 2 illustrates the most important factor at play in peer-to-peer fundraising mdash the cause
When planning any peer-to-peer fundraising activity whether itrsquos a virtual or traditional event the
organizationrsquos mission and impact are its greatest differentiators Sixty-nine percent of individuals
reported they are taking action in this way because of their affinity to the cause Peer-to-peer fundraising
is personal Organizations can support this personal activity by coaching participants to share their
story The most successful fundraisers share their personal reasons for getting involved by updating
their fundraising web page or including their stories in email solicitations Their reasons for participating
encourage others to join or donate (see Figure 2)
Peer-to-Peer Event Fundraising Consumer Survey
2
About the AuthorAmy Braiterman principal strategy
consultant at Blackbaud supports
customers with their peer-to-peer
fundraising events with a process she
refers to as ldquodata-driven strategyrdquo
Amyrsquos data driven strategy analyzes how
effective event participants are using
online fundraising tools and takes those
results to develop an event fundraising
plan Prior to joining Blackbaud Amy
earned her fundraising stripes managing
events for The Leukemia amp Lymphoma
Society Alzheimerrsquos Association and
Share Our Strength She shares her
fundraising know how through her
popular blog FriendsAskingAmycom
by hosting educational webinars and
speaking at customer conferences
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
3
Figure 2 What motivated you to get involved Respondents checked all that applied
Fundraising Goals and Participation Types
It is a fair assessment that peer-to-peer fundraising is a team sport When asked to define their
participation type 73 percent of survey respondents were part of a team either as a team captain (23
percent) or a team member (50 percent) Twenty-seven percent or about one in four respondents were
not connected to a team
Do individuals on teams raise more funds than non-team participants Survey respondents helped
answer this question First team members were much more likely to set a fundraising goal (95 percent)
compared to non-members (77 percent) Forty percent of team members exceeded their fundraising
goals vs only 29 percent of non-team participants Figures 3 and 4 compare fundraising success and
participation types
Team captains proved themselves to be key drivers of peer-to-peer fundraising success in many ways
For example they set aggressive personal goals Of the individuals who set personal fundraising goals of
$1000 or more 51 percent were team captains
This is in keeping with the dedication of team captains and the more active roles they play in an event In
addition to raising funds team captains take on the added responsibility of recruiting others to participate
and making sure those individuals are actively fundraising Peer-to-peer fundraising staff would be wise to
treat team captains in the same manner as major gift donors with an eye to engaging them more deeply
in the organization mdash for example as event committee members or organization board members
Peer-to-Peer Event Fundraising Consumer Survey
Felt a personal connection to
the cause
A friend or family member asked me to participate
The beneficiary
organization asked me to participate
Wanted to be part of a
company or other group
team
Physical challenge
To benefit the local
community
Other
69
50
22
3237 35
2
About the AuthorDavid Hessekiel founder and president
of the Run Walk Ride Fundraising
Council and the Cause Marketing
Forum loves working in a field that
both contributes to personal health and
supports worthy charities When hersquos not
writing the grouprsquos monthly newsletter
recruiting speakers or analyzing industry
statistics he can be found running
around Rye New York his home and site
of the councilrsquos headquarters
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
4
Figure 3 Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount23
I raised more than my target amount40
I did not have a personal fundraising goal5
I raised exactly myfundraising target32
How Funds Are Raised
Technology continues to evolve and provides additional channels for individuals to collect donations
Participants are often described as multi-channel fundraisers How are participants raising funds With
the increase of online fundraising through email and social networking sites are participants abandoning
traditional offline fundraising methods
Survey respondents were asked to select the different methods used to reach their fundraising goals
(Figure 5) Itrsquos telling how personal fundraising can be to an individual 80 percent of respondents made
in-person asks followed by email then phone calls mdash all of these ranked as the three most used
fundraising channels How effective are the different fundraising channels The survey asked respondents
to share the percentage of funds raised through the different channels they used For the most part
percentages fell in line with the fundraising method used in-person asks were most successful followed
very closely by email and hosting an event rounds out the top three It turns out social media was slightly
more effective than phone-call asks which was fifth
Peer-to-Peer Event Fundraising Consumer Survey
Figure 4 Non-Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount20
I raised more than my target amount29
I did not have a personal fundraising goal23
I raised exactly myfundraising target28
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
5
Figure 5 Fundraising Methods
Online Tools Easy or Difficult to Use
Itrsquos fair to say that online fundraising is easy and effective for peer-to-peer fundraising events When
asked to rate the online fundraising tools provided by the nonprofit from one (extremely difficult) to
ten (extremely easy) on average respondents gave the tools an eight This high rank provides great
opportunity for organizations to incorporate online tools into their event strategies Organizations should
consider how they are currently messaging online tools and uncover if there are additional ways to spread
the word or provide instructions on how peer-to-peer fundraisers can be utilizing the tools
Survey respondents were asked if they used the online tools provided by the organizations Of the
45 percent of respondents who used online tools 58 percent personalized their pages It is worth
mentioning that while 45 percent used online tools 73 percent of respondents used email while
fundraising It appears that some respondents choose to use their established personal email accounts
rather than the email tool provided by the nonprofit organization
Additional Blackbaud research outside of the survey shows that individuals who personalize their pages
and use online tools raise six times more funds than non-users Ease-of-use is one reason participants
raise more online but every time a participant goes online to check their fundraising progress send an
email or update their fundraising page the organization is able to connect with them about their work
the cause and the impact they are making Building relationships online and offline with peer-to-peer
fundraisers is crucial to event and fundraising success
Figure 6 Did you use online tools Figure 7 Did you personalize your page
Peer-to-Peer Event Fundraising Consumer Survey
Letterspostal mail
Email Phone calls In-person asks Social networking
media
Hosted an event
(guest bartender
night house party
bake sale etc)
Other
41
73
58
80
49
31
18
Yes45
No55
Yes45
No55
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
6
Exceeding Fundraising Goal
After identifying why individuals signs up for events and how theyrsquore raising funds respondents were asked
to share what motivated them to reach or exceed their fundraising goal Thirty one percent of respondents
raised exactly their target fundraising goal For the 37 percent who exceeded their goal itrsquos not surprising
that their connection to the cause fueled their desire to raise more than originally expected but 50 percent
of respondents also said fundraising was easier than expected (Figure 6) Of individuals who exceeded their
fundraising goals and selected fundraising was easier than expected in the survey we found that email
emerged as the hero Eighty one percent used email as their primary fundraising method
Figure 8 What motivated you to raise more than your goal
Conclusion
The survey conducted by Blackbaud and the Run Walk Ride Fundraising Council is a good reminder that
peer-to-peer fundraising is personal and the connection an individual has to a cause or organization fuels
their support Leveraging the findings from this survey to create new strategies and tactics will enable
organizations more successfully engage volunteer fundraisers For example seven out of ten participants
get involved because of a connection they have to the cause Coaching those people to share their
personal stories online will drive greater fundraising Additionally more than 70 percent of participants
are involved with teams Providing team captains with extra support for their organizational and personal
fundraising efforts is critical
Technology will continue to evolve and make fundraising easier but it is not what drives an individual
to participate Simply having a web page and providing online tools is good but not good enough As
reported fewer than half of all respondents use online tools to fundraise In order to empower individuals
to be successful fundraisers organizations must educate and coach participants about how to use the
online tools The research has shown that individuals who embrace online tools raise six times more than
non-users Program enhancements that give ldquoofflinerdquo fundraisers the confidence they need to go digital
can yield a great ROI
Peer-to-Peer Event Fundraising Consumer Survey
Fundraising was easier
than expected
Commitment to the cause
Desire for incentive if
reached certain amount
Desire to be a top funraiser
in the top fundraiser club
Other
50
72
1913
1
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
Continued on following page
Itrsquos not surprising that events supporting health organizations in their quest for a cure were the most
popular What is noteworthy is the number of verticals utilizing this fundraising channel Organizations are
looking for ways to diversify their revenue streams and grow their volunteer base They can accomplish
these tasks with peer-to-peer fundraising by seeing the power of individualsrsquo network and not just their
net worth
Peer-to-peer fundraising is about more than just raising funds it is a mission-driven activity to create
awareness for the cause and build a network of supporters It provides organizations with the opportunity
to empower traditional volunteers and donors to become ambassadors for their cause
Age Itrsquos Just a Number
Respondents were required to provide their age range 39 percent fell into the 30-39 age range 40-
49 was the next largest range accounting for 21 percent 18-29 accounting for 15 percent 50-59
accounting for 18 percent the remaining 7 percent was 60-69
The survey asked participants if they used online tools Some tend to think online tools are only for those
under 30 is that the case While respondents 18-29 were most likely to use online tools (53 percent)
they were only 1 percent ahead of individuals 30-39 (52 percent) Forty percent of those 40-49 took to
the internet to assist with their fundraising efforts Lastly about 32 percent of survey respondents in the
age range of 50-59 and 60-69 used the online tools
Online fundraising continues to provide great value to organizations and there is still plenty of opportunity
for growth and to enable participants to use online tools more effectively Adoption of online tools are tied
to two important factors first an individualrsquos comfort with computers and second easy-to-use online tools
Online fundraising has made a significant impact but has not come close to reaching its peak performance
Why I Took Action
Before learning what fundraising tools and channels participants found most helpful it is important to
learn about their motivations What motivated or compelled an individual to take action and sign up for an
event Figure 2 illustrates the most important factor at play in peer-to-peer fundraising mdash the cause
When planning any peer-to-peer fundraising activity whether itrsquos a virtual or traditional event the
organizationrsquos mission and impact are its greatest differentiators Sixty-nine percent of individuals
reported they are taking action in this way because of their affinity to the cause Peer-to-peer fundraising
is personal Organizations can support this personal activity by coaching participants to share their
story The most successful fundraisers share their personal reasons for getting involved by updating
their fundraising web page or including their stories in email solicitations Their reasons for participating
encourage others to join or donate (see Figure 2)
Peer-to-Peer Event Fundraising Consumer Survey
2
About the AuthorAmy Braiterman principal strategy
consultant at Blackbaud supports
customers with their peer-to-peer
fundraising events with a process she
refers to as ldquodata-driven strategyrdquo
Amyrsquos data driven strategy analyzes how
effective event participants are using
online fundraising tools and takes those
results to develop an event fundraising
plan Prior to joining Blackbaud Amy
earned her fundraising stripes managing
events for The Leukemia amp Lymphoma
Society Alzheimerrsquos Association and
Share Our Strength She shares her
fundraising know how through her
popular blog FriendsAskingAmycom
by hosting educational webinars and
speaking at customer conferences
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
3
Figure 2 What motivated you to get involved Respondents checked all that applied
Fundraising Goals and Participation Types
It is a fair assessment that peer-to-peer fundraising is a team sport When asked to define their
participation type 73 percent of survey respondents were part of a team either as a team captain (23
percent) or a team member (50 percent) Twenty-seven percent or about one in four respondents were
not connected to a team
Do individuals on teams raise more funds than non-team participants Survey respondents helped
answer this question First team members were much more likely to set a fundraising goal (95 percent)
compared to non-members (77 percent) Forty percent of team members exceeded their fundraising
goals vs only 29 percent of non-team participants Figures 3 and 4 compare fundraising success and
participation types
Team captains proved themselves to be key drivers of peer-to-peer fundraising success in many ways
For example they set aggressive personal goals Of the individuals who set personal fundraising goals of
$1000 or more 51 percent were team captains
This is in keeping with the dedication of team captains and the more active roles they play in an event In
addition to raising funds team captains take on the added responsibility of recruiting others to participate
and making sure those individuals are actively fundraising Peer-to-peer fundraising staff would be wise to
treat team captains in the same manner as major gift donors with an eye to engaging them more deeply
in the organization mdash for example as event committee members or organization board members
Peer-to-Peer Event Fundraising Consumer Survey
Felt a personal connection to
the cause
A friend or family member asked me to participate
The beneficiary
organization asked me to participate
Wanted to be part of a
company or other group
team
Physical challenge
To benefit the local
community
Other
69
50
22
3237 35
2
About the AuthorDavid Hessekiel founder and president
of the Run Walk Ride Fundraising
Council and the Cause Marketing
Forum loves working in a field that
both contributes to personal health and
supports worthy charities When hersquos not
writing the grouprsquos monthly newsletter
recruiting speakers or analyzing industry
statistics he can be found running
around Rye New York his home and site
of the councilrsquos headquarters
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
4
Figure 3 Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount23
I raised more than my target amount40
I did not have a personal fundraising goal5
I raised exactly myfundraising target32
How Funds Are Raised
Technology continues to evolve and provides additional channels for individuals to collect donations
Participants are often described as multi-channel fundraisers How are participants raising funds With
the increase of online fundraising through email and social networking sites are participants abandoning
traditional offline fundraising methods
Survey respondents were asked to select the different methods used to reach their fundraising goals
(Figure 5) Itrsquos telling how personal fundraising can be to an individual 80 percent of respondents made
in-person asks followed by email then phone calls mdash all of these ranked as the three most used
fundraising channels How effective are the different fundraising channels The survey asked respondents
to share the percentage of funds raised through the different channels they used For the most part
percentages fell in line with the fundraising method used in-person asks were most successful followed
very closely by email and hosting an event rounds out the top three It turns out social media was slightly
more effective than phone-call asks which was fifth
Peer-to-Peer Event Fundraising Consumer Survey
Figure 4 Non-Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount20
I raised more than my target amount29
I did not have a personal fundraising goal23
I raised exactly myfundraising target28
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
5
Figure 5 Fundraising Methods
Online Tools Easy or Difficult to Use
Itrsquos fair to say that online fundraising is easy and effective for peer-to-peer fundraising events When
asked to rate the online fundraising tools provided by the nonprofit from one (extremely difficult) to
ten (extremely easy) on average respondents gave the tools an eight This high rank provides great
opportunity for organizations to incorporate online tools into their event strategies Organizations should
consider how they are currently messaging online tools and uncover if there are additional ways to spread
the word or provide instructions on how peer-to-peer fundraisers can be utilizing the tools
Survey respondents were asked if they used the online tools provided by the organizations Of the
45 percent of respondents who used online tools 58 percent personalized their pages It is worth
mentioning that while 45 percent used online tools 73 percent of respondents used email while
fundraising It appears that some respondents choose to use their established personal email accounts
rather than the email tool provided by the nonprofit organization
Additional Blackbaud research outside of the survey shows that individuals who personalize their pages
and use online tools raise six times more funds than non-users Ease-of-use is one reason participants
raise more online but every time a participant goes online to check their fundraising progress send an
email or update their fundraising page the organization is able to connect with them about their work
the cause and the impact they are making Building relationships online and offline with peer-to-peer
fundraisers is crucial to event and fundraising success
Figure 6 Did you use online tools Figure 7 Did you personalize your page
Peer-to-Peer Event Fundraising Consumer Survey
Letterspostal mail
Email Phone calls In-person asks Social networking
media
Hosted an event
(guest bartender
night house party
bake sale etc)
Other
41
73
58
80
49
31
18
Yes45
No55
Yes45
No55
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
6
Exceeding Fundraising Goal
After identifying why individuals signs up for events and how theyrsquore raising funds respondents were asked
to share what motivated them to reach or exceed their fundraising goal Thirty one percent of respondents
raised exactly their target fundraising goal For the 37 percent who exceeded their goal itrsquos not surprising
that their connection to the cause fueled their desire to raise more than originally expected but 50 percent
of respondents also said fundraising was easier than expected (Figure 6) Of individuals who exceeded their
fundraising goals and selected fundraising was easier than expected in the survey we found that email
emerged as the hero Eighty one percent used email as their primary fundraising method
Figure 8 What motivated you to raise more than your goal
Conclusion
The survey conducted by Blackbaud and the Run Walk Ride Fundraising Council is a good reminder that
peer-to-peer fundraising is personal and the connection an individual has to a cause or organization fuels
their support Leveraging the findings from this survey to create new strategies and tactics will enable
organizations more successfully engage volunteer fundraisers For example seven out of ten participants
get involved because of a connection they have to the cause Coaching those people to share their
personal stories online will drive greater fundraising Additionally more than 70 percent of participants
are involved with teams Providing team captains with extra support for their organizational and personal
fundraising efforts is critical
Technology will continue to evolve and make fundraising easier but it is not what drives an individual
to participate Simply having a web page and providing online tools is good but not good enough As
reported fewer than half of all respondents use online tools to fundraise In order to empower individuals
to be successful fundraisers organizations must educate and coach participants about how to use the
online tools The research has shown that individuals who embrace online tools raise six times more than
non-users Program enhancements that give ldquoofflinerdquo fundraisers the confidence they need to go digital
can yield a great ROI
Peer-to-Peer Event Fundraising Consumer Survey
Fundraising was easier
than expected
Commitment to the cause
Desire for incentive if
reached certain amount
Desire to be a top funraiser
in the top fundraiser club
Other
50
72
1913
1
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
3
Figure 2 What motivated you to get involved Respondents checked all that applied
Fundraising Goals and Participation Types
It is a fair assessment that peer-to-peer fundraising is a team sport When asked to define their
participation type 73 percent of survey respondents were part of a team either as a team captain (23
percent) or a team member (50 percent) Twenty-seven percent or about one in four respondents were
not connected to a team
Do individuals on teams raise more funds than non-team participants Survey respondents helped
answer this question First team members were much more likely to set a fundraising goal (95 percent)
compared to non-members (77 percent) Forty percent of team members exceeded their fundraising
goals vs only 29 percent of non-team participants Figures 3 and 4 compare fundraising success and
participation types
Team captains proved themselves to be key drivers of peer-to-peer fundraising success in many ways
For example they set aggressive personal goals Of the individuals who set personal fundraising goals of
$1000 or more 51 percent were team captains
This is in keeping with the dedication of team captains and the more active roles they play in an event In
addition to raising funds team captains take on the added responsibility of recruiting others to participate
and making sure those individuals are actively fundraising Peer-to-peer fundraising staff would be wise to
treat team captains in the same manner as major gift donors with an eye to engaging them more deeply
in the organization mdash for example as event committee members or organization board members
Peer-to-Peer Event Fundraising Consumer Survey
Felt a personal connection to
the cause
A friend or family member asked me to participate
The beneficiary
organization asked me to participate
Wanted to be part of a
company or other group
team
Physical challenge
To benefit the local
community
Other
69
50
22
3237 35
2
About the AuthorDavid Hessekiel founder and president
of the Run Walk Ride Fundraising
Council and the Cause Marketing
Forum loves working in a field that
both contributes to personal health and
supports worthy charities When hersquos not
writing the grouprsquos monthly newsletter
recruiting speakers or analyzing industry
statistics he can be found running
around Rye New York his home and site
of the councilrsquos headquarters
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
4
Figure 3 Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount23
I raised more than my target amount40
I did not have a personal fundraising goal5
I raised exactly myfundraising target32
How Funds Are Raised
Technology continues to evolve and provides additional channels for individuals to collect donations
Participants are often described as multi-channel fundraisers How are participants raising funds With
the increase of online fundraising through email and social networking sites are participants abandoning
traditional offline fundraising methods
Survey respondents were asked to select the different methods used to reach their fundraising goals
(Figure 5) Itrsquos telling how personal fundraising can be to an individual 80 percent of respondents made
in-person asks followed by email then phone calls mdash all of these ranked as the three most used
fundraising channels How effective are the different fundraising channels The survey asked respondents
to share the percentage of funds raised through the different channels they used For the most part
percentages fell in line with the fundraising method used in-person asks were most successful followed
very closely by email and hosting an event rounds out the top three It turns out social media was slightly
more effective than phone-call asks which was fifth
Peer-to-Peer Event Fundraising Consumer Survey
Figure 4 Non-Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount20
I raised more than my target amount29
I did not have a personal fundraising goal23
I raised exactly myfundraising target28
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
5
Figure 5 Fundraising Methods
Online Tools Easy or Difficult to Use
Itrsquos fair to say that online fundraising is easy and effective for peer-to-peer fundraising events When
asked to rate the online fundraising tools provided by the nonprofit from one (extremely difficult) to
ten (extremely easy) on average respondents gave the tools an eight This high rank provides great
opportunity for organizations to incorporate online tools into their event strategies Organizations should
consider how they are currently messaging online tools and uncover if there are additional ways to spread
the word or provide instructions on how peer-to-peer fundraisers can be utilizing the tools
Survey respondents were asked if they used the online tools provided by the organizations Of the
45 percent of respondents who used online tools 58 percent personalized their pages It is worth
mentioning that while 45 percent used online tools 73 percent of respondents used email while
fundraising It appears that some respondents choose to use their established personal email accounts
rather than the email tool provided by the nonprofit organization
Additional Blackbaud research outside of the survey shows that individuals who personalize their pages
and use online tools raise six times more funds than non-users Ease-of-use is one reason participants
raise more online but every time a participant goes online to check their fundraising progress send an
email or update their fundraising page the organization is able to connect with them about their work
the cause and the impact they are making Building relationships online and offline with peer-to-peer
fundraisers is crucial to event and fundraising success
Figure 6 Did you use online tools Figure 7 Did you personalize your page
Peer-to-Peer Event Fundraising Consumer Survey
Letterspostal mail
Email Phone calls In-person asks Social networking
media
Hosted an event
(guest bartender
night house party
bake sale etc)
Other
41
73
58
80
49
31
18
Yes45
No55
Yes45
No55
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
6
Exceeding Fundraising Goal
After identifying why individuals signs up for events and how theyrsquore raising funds respondents were asked
to share what motivated them to reach or exceed their fundraising goal Thirty one percent of respondents
raised exactly their target fundraising goal For the 37 percent who exceeded their goal itrsquos not surprising
that their connection to the cause fueled their desire to raise more than originally expected but 50 percent
of respondents also said fundraising was easier than expected (Figure 6) Of individuals who exceeded their
fundraising goals and selected fundraising was easier than expected in the survey we found that email
emerged as the hero Eighty one percent used email as their primary fundraising method
Figure 8 What motivated you to raise more than your goal
Conclusion
The survey conducted by Blackbaud and the Run Walk Ride Fundraising Council is a good reminder that
peer-to-peer fundraising is personal and the connection an individual has to a cause or organization fuels
their support Leveraging the findings from this survey to create new strategies and tactics will enable
organizations more successfully engage volunteer fundraisers For example seven out of ten participants
get involved because of a connection they have to the cause Coaching those people to share their
personal stories online will drive greater fundraising Additionally more than 70 percent of participants
are involved with teams Providing team captains with extra support for their organizational and personal
fundraising efforts is critical
Technology will continue to evolve and make fundraising easier but it is not what drives an individual
to participate Simply having a web page and providing online tools is good but not good enough As
reported fewer than half of all respondents use online tools to fundraise In order to empower individuals
to be successful fundraisers organizations must educate and coach participants about how to use the
online tools The research has shown that individuals who embrace online tools raise six times more than
non-users Program enhancements that give ldquoofflinerdquo fundraisers the confidence they need to go digital
can yield a great ROI
Peer-to-Peer Event Fundraising Consumer Survey
Fundraising was easier
than expected
Commitment to the cause
Desire for incentive if
reached certain amount
Desire to be a top funraiser
in the top fundraiser club
Other
50
72
1913
1
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
4
Figure 3 Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount23
I raised more than my target amount40
I did not have a personal fundraising goal5
I raised exactly myfundraising target32
How Funds Are Raised
Technology continues to evolve and provides additional channels for individuals to collect donations
Participants are often described as multi-channel fundraisers How are participants raising funds With
the increase of online fundraising through email and social networking sites are participants abandoning
traditional offline fundraising methods
Survey respondents were asked to select the different methods used to reach their fundraising goals
(Figure 5) Itrsquos telling how personal fundraising can be to an individual 80 percent of respondents made
in-person asks followed by email then phone calls mdash all of these ranked as the three most used
fundraising channels How effective are the different fundraising channels The survey asked respondents
to share the percentage of funds raised through the different channels they used For the most part
percentages fell in line with the fundraising method used in-person asks were most successful followed
very closely by email and hosting an event rounds out the top three It turns out social media was slightly
more effective than phone-call asks which was fifth
Peer-to-Peer Event Fundraising Consumer Survey
Figure 4 Non-Team Participants Fundraising Success
I raised less than my target amount23
I raised less than my target amount20
I raised more than my target amount29
I did not have a personal fundraising goal23
I raised exactly myfundraising target28
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
5
Figure 5 Fundraising Methods
Online Tools Easy or Difficult to Use
Itrsquos fair to say that online fundraising is easy and effective for peer-to-peer fundraising events When
asked to rate the online fundraising tools provided by the nonprofit from one (extremely difficult) to
ten (extremely easy) on average respondents gave the tools an eight This high rank provides great
opportunity for organizations to incorporate online tools into their event strategies Organizations should
consider how they are currently messaging online tools and uncover if there are additional ways to spread
the word or provide instructions on how peer-to-peer fundraisers can be utilizing the tools
Survey respondents were asked if they used the online tools provided by the organizations Of the
45 percent of respondents who used online tools 58 percent personalized their pages It is worth
mentioning that while 45 percent used online tools 73 percent of respondents used email while
fundraising It appears that some respondents choose to use their established personal email accounts
rather than the email tool provided by the nonprofit organization
Additional Blackbaud research outside of the survey shows that individuals who personalize their pages
and use online tools raise six times more funds than non-users Ease-of-use is one reason participants
raise more online but every time a participant goes online to check their fundraising progress send an
email or update their fundraising page the organization is able to connect with them about their work
the cause and the impact they are making Building relationships online and offline with peer-to-peer
fundraisers is crucial to event and fundraising success
Figure 6 Did you use online tools Figure 7 Did you personalize your page
Peer-to-Peer Event Fundraising Consumer Survey
Letterspostal mail
Email Phone calls In-person asks Social networking
media
Hosted an event
(guest bartender
night house party
bake sale etc)
Other
41
73
58
80
49
31
18
Yes45
No55
Yes45
No55
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
6
Exceeding Fundraising Goal
After identifying why individuals signs up for events and how theyrsquore raising funds respondents were asked
to share what motivated them to reach or exceed their fundraising goal Thirty one percent of respondents
raised exactly their target fundraising goal For the 37 percent who exceeded their goal itrsquos not surprising
that their connection to the cause fueled their desire to raise more than originally expected but 50 percent
of respondents also said fundraising was easier than expected (Figure 6) Of individuals who exceeded their
fundraising goals and selected fundraising was easier than expected in the survey we found that email
emerged as the hero Eighty one percent used email as their primary fundraising method
Figure 8 What motivated you to raise more than your goal
Conclusion
The survey conducted by Blackbaud and the Run Walk Ride Fundraising Council is a good reminder that
peer-to-peer fundraising is personal and the connection an individual has to a cause or organization fuels
their support Leveraging the findings from this survey to create new strategies and tactics will enable
organizations more successfully engage volunteer fundraisers For example seven out of ten participants
get involved because of a connection they have to the cause Coaching those people to share their
personal stories online will drive greater fundraising Additionally more than 70 percent of participants
are involved with teams Providing team captains with extra support for their organizational and personal
fundraising efforts is critical
Technology will continue to evolve and make fundraising easier but it is not what drives an individual
to participate Simply having a web page and providing online tools is good but not good enough As
reported fewer than half of all respondents use online tools to fundraise In order to empower individuals
to be successful fundraisers organizations must educate and coach participants about how to use the
online tools The research has shown that individuals who embrace online tools raise six times more than
non-users Program enhancements that give ldquoofflinerdquo fundraisers the confidence they need to go digital
can yield a great ROI
Peer-to-Peer Event Fundraising Consumer Survey
Fundraising was easier
than expected
Commitment to the cause
Desire for incentive if
reached certain amount
Desire to be a top funraiser
in the top fundraiser club
Other
50
72
1913
1
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
5
Figure 5 Fundraising Methods
Online Tools Easy or Difficult to Use
Itrsquos fair to say that online fundraising is easy and effective for peer-to-peer fundraising events When
asked to rate the online fundraising tools provided by the nonprofit from one (extremely difficult) to
ten (extremely easy) on average respondents gave the tools an eight This high rank provides great
opportunity for organizations to incorporate online tools into their event strategies Organizations should
consider how they are currently messaging online tools and uncover if there are additional ways to spread
the word or provide instructions on how peer-to-peer fundraisers can be utilizing the tools
Survey respondents were asked if they used the online tools provided by the organizations Of the
45 percent of respondents who used online tools 58 percent personalized their pages It is worth
mentioning that while 45 percent used online tools 73 percent of respondents used email while
fundraising It appears that some respondents choose to use their established personal email accounts
rather than the email tool provided by the nonprofit organization
Additional Blackbaud research outside of the survey shows that individuals who personalize their pages
and use online tools raise six times more funds than non-users Ease-of-use is one reason participants
raise more online but every time a participant goes online to check their fundraising progress send an
email or update their fundraising page the organization is able to connect with them about their work
the cause and the impact they are making Building relationships online and offline with peer-to-peer
fundraisers is crucial to event and fundraising success
Figure 6 Did you use online tools Figure 7 Did you personalize your page
Peer-to-Peer Event Fundraising Consumer Survey
Letterspostal mail
Email Phone calls In-person asks Social networking
media
Hosted an event
(guest bartender
night house party
bake sale etc)
Other
41
73
58
80
49
31
18
Yes45
No55
Yes45
No55
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
6
Exceeding Fundraising Goal
After identifying why individuals signs up for events and how theyrsquore raising funds respondents were asked
to share what motivated them to reach or exceed their fundraising goal Thirty one percent of respondents
raised exactly their target fundraising goal For the 37 percent who exceeded their goal itrsquos not surprising
that their connection to the cause fueled their desire to raise more than originally expected but 50 percent
of respondents also said fundraising was easier than expected (Figure 6) Of individuals who exceeded their
fundraising goals and selected fundraising was easier than expected in the survey we found that email
emerged as the hero Eighty one percent used email as their primary fundraising method
Figure 8 What motivated you to raise more than your goal
Conclusion
The survey conducted by Blackbaud and the Run Walk Ride Fundraising Council is a good reminder that
peer-to-peer fundraising is personal and the connection an individual has to a cause or organization fuels
their support Leveraging the findings from this survey to create new strategies and tactics will enable
organizations more successfully engage volunteer fundraisers For example seven out of ten participants
get involved because of a connection they have to the cause Coaching those people to share their
personal stories online will drive greater fundraising Additionally more than 70 percent of participants
are involved with teams Providing team captains with extra support for their organizational and personal
fundraising efforts is critical
Technology will continue to evolve and make fundraising easier but it is not what drives an individual
to participate Simply having a web page and providing online tools is good but not good enough As
reported fewer than half of all respondents use online tools to fundraise In order to empower individuals
to be successful fundraisers organizations must educate and coach participants about how to use the
online tools The research has shown that individuals who embrace online tools raise six times more than
non-users Program enhancements that give ldquoofflinerdquo fundraisers the confidence they need to go digital
can yield a great ROI
Peer-to-Peer Event Fundraising Consumer Survey
Fundraising was easier
than expected
Commitment to the cause
Desire for incentive if
reached certain amount
Desire to be a top funraiser
in the top fundraiser club
Other
50
72
1913
1
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
6
Exceeding Fundraising Goal
After identifying why individuals signs up for events and how theyrsquore raising funds respondents were asked
to share what motivated them to reach or exceed their fundraising goal Thirty one percent of respondents
raised exactly their target fundraising goal For the 37 percent who exceeded their goal itrsquos not surprising
that their connection to the cause fueled their desire to raise more than originally expected but 50 percent
of respondents also said fundraising was easier than expected (Figure 6) Of individuals who exceeded their
fundraising goals and selected fundraising was easier than expected in the survey we found that email
emerged as the hero Eighty one percent used email as their primary fundraising method
Figure 8 What motivated you to raise more than your goal
Conclusion
The survey conducted by Blackbaud and the Run Walk Ride Fundraising Council is a good reminder that
peer-to-peer fundraising is personal and the connection an individual has to a cause or organization fuels
their support Leveraging the findings from this survey to create new strategies and tactics will enable
organizations more successfully engage volunteer fundraisers For example seven out of ten participants
get involved because of a connection they have to the cause Coaching those people to share their
personal stories online will drive greater fundraising Additionally more than 70 percent of participants
are involved with teams Providing team captains with extra support for their organizational and personal
fundraising efforts is critical
Technology will continue to evolve and make fundraising easier but it is not what drives an individual
to participate Simply having a web page and providing online tools is good but not good enough As
reported fewer than half of all respondents use online tools to fundraise In order to empower individuals
to be successful fundraisers organizations must educate and coach participants about how to use the
online tools The research has shown that individuals who embrace online tools raise six times more than
non-users Program enhancements that give ldquoofflinerdquo fundraisers the confidence they need to go digital
can yield a great ROI
Peer-to-Peer Event Fundraising Consumer Survey
Fundraising was easier
than expected
Commitment to the cause
Desire for incentive if
reached certain amount
Desire to be a top funraiser
in the top fundraiser club
Other
50
72
1913
1
Continued on following page
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
copy June 2011 | 2000 Daniel Island Drive Charleston SC 29492 T 8004439441 E solutionsblackbaudcom W wwwblackbaudcom
7
About the research
Blackbaud gathered the data through use of a professional research panel of adults 18 and older January
11ndash17 2011 The panelists were screened to include only those who had participated in at least one run
walk swim or bike ride in support of charitable organization in the previous 24 months
Where to Go from Here
This paper provided a starting point for understanding what motivates individuals to sign up for events
and how they raise funds on their behalf For more information to support your fundraising programs the
Run Walk Ride Fundraising Council and Blackbaud offer the following
Run Walk Ride Fundraising Council
The Run Walk Ride Fundraising Council is dedicated to providing peer-to-peer fundraising professionals
with the practical knowledge and connections they need to continuously improve their organizations
performance Our website wwwrunwalkridecom is a rich depository of articles news and access to
other valuable resources for program managers Our annual conference workshops and teleconferences
enable members of our community to learn from industry leaders and compare notes with their peers
Blackbaud Friends Asking Friends
As the original peer-to-peer fundraising solution Blackbaud Friends Asking Friendsreg has supported more
than 37000 events and helped 17 million individuals mdash and counting mdash raise more than $13 billion online
At Blackbaud we understand the marketplace and continue a tradition of innovation that stemmed from
offering the nonprofit industryrsquos first open platform We provide organizations the freedom to customize
the solution as needed to enable fundraising on the go with mobile-ready event forms Our goal is to
help you empower your participants to be successful fundraisers expand your reach with extensions into
social media platforms and manage your events more efficiently
About BlackbaudBlackbaud is the leading global provider of software and services designed specifically for nonprofit organizations enabling them to improve
operational efficiency build strong relationships and raise more money to support their missions Approximately 24000 organizations mdash
including The American Red Cross Cancer Research UK Earthjustice International Fund for Animal Welfare Lincoln Center The Salvation
Army The Taft School Tulsa Community Foundation Ursinus College the WGBH Educational Foundation and Yale University mdash use one or
more Blackbaud products and services for fundraising constituent relationship management financial management website management
direct marketing education administration ticketing business intelligence prospect research consulting and analytics Since 1981
Blackbaudrsquos sole focus and expertise has been partnering with nonprofits and providing them the solutions they need to make a difference in
their local communities and worldwide Headquartered in the United States Blackbaud also has operations in Australia Canada Hong Kong
the Netherlands and the United Kingdom For more information visit wwwblackbaudcom
Peer-to-Peer Event Fundraising Consumer Survey
copy 062011 Blackbaud Inc
This white paper is for informational purposes
only Blackbaud makes no warranties
expressed or implied in this summary
The information contained in this document
represents the current view of Blackbaud Inc
on the items discussed as of the date of this
publication
All Blackbaud product names appearing herein
are trademarks or registered trademarks of
Blackbaud Inc The names of actual companies
and products mentioned herein may be the
trademarks of their respective owners
