Optimize and Innovate

Peer-to-Peer Events

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Presenters

Melissa LeeAccount Director

SankyNet@expetesso

Kelley StewartVice President

Pursuant Ketchum@twitterhandle

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What is Peer to Peer?

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Forget about “Best Practices”.

Forget about your “Competition”.

Before you get excited, ask:

What role does Peer to Peer play in MY portfolio?

AcquisitionKelley

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Prospects, in this sense, are:

• Registered Leaders who aren’t recruiting• Registered Participants who aren’t

fundraising

Conversion

Prospects Active Participants

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Provide access to information & tools via low-touch vehicles

Conversion

Prospects Active Participants

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Then follow-up via high-touch vehicles to gauge effectiveness

Conversion

Prospects Active Participants

• Indicate what you’ve observed.

• Give the person time to respond with information.

• Score their response, and support them as necessary.

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Lapsed Participants Active Participants

Reactivation

• Event After Party• Post-Event Thank You• Survey about the Event• Social Media touches• Email Invitation series • Direct Mail Invitation (singular or series)• Telephone Invitation

1. Assume everyone will lapse. 2. Begin reactivation efforts immediately – with the post-event Thank You.3. Score as you go.

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Lapsed Participants Active Supporters

Reactivation

• Survey about the Organization• Connect them to staff or volunteers

DO NOT sit on lapsed participants whom you know to be organizational prospects.

If scoring indicates that a contact will not reactivate as a participant, focus your efforts on winning them to the organization in new ways.

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Upgrade

Peer to Peer Donor Organization Donor

Peer-to-Peer donors usually have an affinity to your cause, but they give to their friends, not to your organization.

So don’t treat them like your donors.

Take some time to cultivate them independently, first.

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UpgradePeer to Peer Donor Organization Donor

• Thank them for what they’ve done.

• Acknowledge the connection to their friend.

• Build a connection to the people who benefit from your organization.

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UpgradePeer to Peer Donor Organization Donor

• Tell stories about your work.

• Track the interest and engagement of individuals over time.

• Use what you learn to inform very targeted appeals 6 months later.

Which story attracted attention from your peer-to-peer donor? Use the information to target your appeal.

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AnalyticsKelley

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InnovationKelley

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PrioritizationKelley