Peer to peer fundraising with abila fundraising online...Title Peer to peer fundraising with abila...

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© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA FORWARD TOGETHER 2013 © COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA PEER TO PEER FUNDRAISING WITH ABILA FUNDRAISING ONLINE Rich Dietz and Penny Brittain 11/6/13 FORWARD TOGETHER 2013

Transcript of Peer to peer fundraising with abila fundraising online...Title Peer to peer fundraising with abila...

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILAFORWARD TOGETHER 2013

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA

PEER TO PEER FUNDRAISING WITH ABILAFUNDRAISING ONLINE

Rich Dietz and Penny Brittain

11/6/13

FORWARD TOGETHER 2013

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILAFORWARD TOGETHER 2013

CPE CREDIT

In order to receive CPE credit, you must be present for the entire session.

Complete the CPE Credit form included in your Conference Guide

Note the session title, date, and time

Please continue to fill our your CPE form throughout the week

All forms will be collected at the Registration/ Information desk at conference close

Don’t forget to sign and date your form

Recommended CPE Credit = 1.25

Delivery method = Group Live

Field of study = Computer Science

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RICH DIETZ

3

Founder of Nonprofit R+D -

Technology Training for Nonprofit Professionals

Richard has over 20 years' experience working in

and with a wide variety of nonprofit, political, and

government organizations and holds a Masters in

Social Welfare (MSW) from UC Berkeley.

You can find Rich on his website

http://www.nonprofitrd.com

or tweeting @nonprofitrd.

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PENNY BRITTAIN

4

Professional Services Consultant - Abila

Provides training and implementation services for

Abila Fundraising 50, Abila Fundraising Online, and

Abila Grant Management.

Penny has 14 years experience working with

nonprofits and Abila products. Her goal is to give

nonprofits the tools they need to achieve their

mission, and effectively increase their fundraising

results.

You can contact her at: [email protected]

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INTRODUCTION

Follow/Like us:

Twitter: @Abila_Inc

Facebook: Facebook.com/AbilaInc

LinkedIn: bit.ly/Abila_LI

Google+: bit.ly/Abila_Gplus

Use the official hashtag: #ForwardTogether

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AGENDA

• What is Peer-to-Peer Fundraising

• Why is it important?

1. How to Get Started

2. Examples

3. Abila Fundraising Online

Follow us on Twitter: @Abila_Inc and Facebook/AbilaInc

Use the official hashtag: #ForwardTogether

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PEER-TO-PEER FUNDRAISINGStandard Definition:

• The process of empowering individuals and groups to raise funds on your behalf by allowing (or assisting) them to communicate and solicit prospective donors from their own networks and communities.

Also known as:

• Person-to-person, Grassroots, Collaborative, Viral

More than just big events now

• Most think of Komen, Livestrong, walks and rides

Now its so much more…

• Birthdays, weddings, dog walks, dance offs, etc.

• Board Fundraising, on-going campaigns

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SETH GODIN – FLIPPING THE FUNNEL

Seth Godin has a better definition in his e-book

“Flipping the Funnel”

Turn strangers into friends.

Turn friends into donors.

And then... do the most important job:

Turn your donors into fundraisers

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TRADITIONAL VS. PEER-TO-PEER

Traditional Fundraising

One to Many (Org >> Supporters)

Impersonal, one-way, expensive, controlled message

Ineffective?

Peer-to-Peer Fundraising

Many to Many (Supporter > Supporter > Supporter…..)

Personal, Interactive, Inexpensive, uncontrolled message

Been around forever, but mostly offline

Much harder to do offline

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WHY IS P2P IMPORTANT

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WHY PEER-TO-PEER?Increases engagement (Donor retention)

Taking action deepens the relationship

Creates a Community

Example: Komen and LIVESTRONG wristbands

Very powerful (psychology)

Collective good, belonging, social recognition (Maslow)

Can be much more effective than traditional asks

Response rates can be 100 times higher

Red Cross vs. Grandma

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WHY PEER-TO-PEER?Focus for social media campaigns (internal and external)

Something to take action on instead of just being seen

71.7% of Millennial donors said they’d be willing to communicate

with friends and family about ways to be involved in an

organization they support.

Asked who could get them to donate to an organization, most

Millennial donors say they would be likely or highly likely to

give if asked by a

Family member (74.6%) or

Friend (62.8%).

Only 37.8% would be likely or highly likely to give if asked by

a coworker.

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Peer to Peer Fundraising…a Major Breakthrough for Donor Acquisition

• 71 % of respondents have sponsored at least one event

• 67% gave because of the participant

• 50% of sponsors said the mission of the host charity was influential

• 32% were asked to make a second philanthropic gift since becoming a sponsor

(shame! this should be 100%)

• 14%-19% gave again (higher for younger donors, under 35)

• 57% -68% gave again because they had a positive event being a sponsor (higher for

younger donors, under 35)

• How will they perform long term?

Cygnus Survey 2012

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ENGAGE MILLENIALS

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YOU SHOULD

BECAUSE THEY ARE THE LARGEST GENERATION IN AMERICAN HISTORY

AND…

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THEY ARE NOT DIRECT MAIL RESPONSIVE

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THE LARGEST GENERATION

Traditionalist 1925-1945 (38.6 Million) Ages 68-88

Baby Boomers 1946-1964 (78.3 Million) Ages 49-67

Gen X-ers 1965-1979 (62 Million) Ages 34-48

Millennials 1980-2001 (92 Million) Ages 12-33

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MILLENNIAL TRAITS

• Entitled• Optimistic• Civic Minded• Close Parental Involvement• Values work-life Balance• Impatient• Multitasking• Team Oriented

Source: Cause for Change – The Why and How of

Non Profit Millennial Engagement

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Millennial Impact Report - 2012

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HAVE YOU EVER RAISED MONEY FOROR ON BEHALF OF A NONPROFIT?

Millennial Impact Report - 2012

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STRATEGIES AND TOOLS TO ENGAGE MILLENIALS

Shareable Content

Stories

Pictures

FB

Responsive Design

Peer to Peer Fundraising

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WHAT DO YOU NEED TO

GET STARTED IN

PEER-TO-PEER

FUNDRAISING?

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GET STARTED IN PEER-TO-PEER

#1 thing needed

Desire and ability to “Take Action”

Same basics of any good fundraising campaign

Compelling story, call to action, urgency, deadline, etc.

Clear picture of impact and where the money is going

Individual >> Collective Impact (“Yes we can”)

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KEYS TO A SUCCESSFUL P2P CAMPAIGNTools of the Trade

Platform that allows peer-to-peer

Simple tools for supporters (next slide)

Follow up and Tracking (Return on Investment – ROI)

Most Important……

Ask!

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SIMPLE TOOLS FOR SUPPORTERS

Fundraising pages

Place for supporters to send friends and family

Upload photo and message / personalize

Widgets

Progress meters, donation forms, banners/badges, etc. that supporters can use on their pages

Some allow these on personal blogs and websites

Pre-built Communications

Sample emails, blog posts, tweets to re-tweet, social media buttons, etc.

Make it easy for supporters to reach out

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FOLLOW UP AND TRACKINGMake sure to thank them!

Build the relationship, further engagement

Personal thank you and public recognition

Ideas:

Newsletter just for supports

Contest for top supporters

Special thanks / recognition of top supporters

Tracking and reporting

Software should track top fundraisers and where those donations are coming from

Identify and utilize your top fundraisers – 80/20 rule.

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GAUGE EFFECTIVENESS

Dollars raised is of course one measure… but

Fact: Very small number will raise most of the money

Identify them, give them all the support you can!

The long tail will raise a big chunk too but harder to

support them

Give them the pre-built tools and content

Need new ways to evaluate success

What is success for your organization?

Think outside the box

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RETURN ON INVESTMENT (ROI)

Hard ROI (Easier to measure, numbers)

Money raised

Increase in # of supporters

Increase in major donors

Email acquisition

Social media mentions (hash tags #)

Blog mentions (Google Alerts)

Increase in Friends / Followers

Traffic to your website

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RETURN ON INVESTMENT (ROI)

Soft ROI (Hard to measure but vital to long term success)

Increased awareness / branding

Higher engagement (donor retention)

Community building

Education

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EXAMPLES

http://give.ymcahouston.org/register-to-campaign/

http://give.ymcahouston.org/donate-now/

https://www.hasc.net/marathon/mt-register.php

http://www.hasc.net/marathon/mt-mypage.php?kwoAdvocateId=6P58BZ0

http://www.hasc.net/marathon/mt-mypage.php?kwoAdvocateId=8PJV8M9

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ADDITIONAL LEARNING OPPORTUNITIESFor information about additional learning opportunities visit

www.abila.com/training.

Training options include:

Anytime Learning—Recorded online training sessions.

Realtime Learning—Live, online learning.

Replay Learning—Recordings of live classes.

Classroom Learning – Live, in person classroom style

classes.

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YOUR FEEDBACK IS IMPORTANT! Please complete the fast and easy session survey

Peer-to-Peer Fundraising with Abila Fundraising Online

11/6/13

Surveys will be collected as you exit

Your feedback helps us improve future sessions and

presentation techniques.

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILAFORWARD TOGETHER 2013

QUESTIONS?Contact Rich Dietzwww.NonprofitRD.com

[email protected]

Contact Penny Brittainwww.Abilia.com

[email protected]

Access presentations on

Abila University.

kb.abila.com/conference

Thank you for your participation!