Peer to Peer Fundraising

Meredith CampbellHomeMade Australia

Martin GillHomeMade UK

• Speedy introductions

• Health check for old events

• Panic buying of new events

• Back to basics – the “maths bit”

• Under the hood – the “science bit”

• OMFG! (Oh my, fundraising gold!) – the “phoney bit”

• An engaging future for P2P

The plan

we help you

raise $$$

+The health check

Why?

‘A’ for acquisition

# of registrants?

# of participants?

# of fundraisers?

# of donors?

# of dollars?

All?

fundraisers x donors x average gift = beer

{fundraisers x donors x average gift} + regular giving =

champagne

{fundraisers x donors x average gift} + regular giving

Fundraisers:

Registration sets the expectation of $$$

Coaching / mentoring within 24 and 72 hours of registration

Motivation

Self donation (monthly giving)

Teams

4 to 7 weeks to mobilise from registration

4 weeks to push toward the finish line

Engage and incentivise across all media

{fundraisers x donors x average gift} + regular giving

Donors:

Goal setting and leaderboards

Coaching, mentoring and easy, prioritised actions

Incentives

Simplicity of solicitation and conversion

Cross-platform: email, SMS, calls, F2F and print

Engage with mission and event experience

Thank beautifully each time

{fundraisers x donors x average gift} + regular giving

Average gift:

Shared goals

Relevant gift array and stories

Monthly giving

Rewards / Incentives

Repeat solicitation

Access to on-the-day mechanisms like PSMS

{fundraiser x donor x average gift} + regular giving

Regular giving:

Tools for the fundraiser

Great conversion calling at the right time

Added roles on event / grow proximity

Thank beautifully

{offer non-cash level of engagement}

{extrapolate motivation of fundraiser}

Scenario Clicks ConversionRate

Donors Average Donation

Income

Test 1 15,000 10% 1,500 $29.00 $43,500

Test 2 5,000 50% 2,500 $29.00 $72,500

Test 3 3,500 60% 2,100 $79.00 $165,900

Donation forms

Runners Fundraisers Donors Avg Don $ raised RG Conv % RG donors Avgdonation

12 month revenue

Total Revenue

1,000 400 2,000 $60 $120,000 5% 100 $15 $21,000 $141,000

1,000 600 3,000 $100 $300,000 10% 300 $29 $125,000 $425,000

2,000 1,400 14,000 $120 $1,680,000 10% 1,400 $29 $536,000 $2,216,000

P2P

What powers great

P2P campaigns?

YOU

registration; RFI; sign up; invite

friends; donations; event updates;

training and fundraising tips;

performance tracking; community

engagement; rewards; sponsor

messages; on-event updates; sponsor

on-event experiences; and calling

people

2017 P2P Fundraising =

2017 integrated

personalised marketing

and engagement

Organisational objectives &

digital KPIs

Long term value vs short

term gain

1. Define objectives, goals and measures

Google Analytics

Email tracking

Facebook / social intent tracking

2. Review communication strategies and plan

3. Optimise digital forms and plot all interactions

4. Test, measure and tweak

5. Review technology platforms and access to data

6. Strive for integration

7. Focus on engagement, context and content

What you can do next

Thank you!