05/03/2012 Digital Leap 2012 1

THE IMPORTANCE OF PEER -TO-PEER

FUNDRAISING AND SOCIAL GIVING

Mark Davis

Director of Product Marketing, Interactive Solutions

Blackbaud

05/03/2012 Digital Leap 2012 2

Mark Davis

@MCDAVIS7

05/03/2012 Digital Leap 2012 3

WHAT’S THE VALUE OF

SOCIAL MEDIA

05/03/2012 Digital Leap 2012 4 2012 Nonprofit Social Networking Benchmark

Report [INFOGRAPHIC], Blackbaud

05/03/2012 Digital Leap 2012 5

2012 Nonprofit Social Networking Benchmark

Report [INFOGRAPHIC], Blackbaud

05/03/2012 Digital Leap 2012 6 2012 Nonprofit Social Networking Benchmark Report

[INFOGRAPHIC], Blackbaud

05/03/2012 Digital Leap 2012 7

2012 Nonprofit Social Networking Benchmark

Report [INFOGRAPHIC], Blackbaud 2012

05/03/2012 Digital Leap 2012 8

Sources:

* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud

** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge

*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud

$32 $62

$215 $224

$653

Offline Donor* Online Donor* Facebook Like**

Team Member***

Team Captain***

05/03/2012 Digital Leap 2012 9

• 90 percent trust

recommendations by friends

more than traditional

advertising*

• 63 percent of users choose

consumer ratings as their

preferred source of

information about products

and services**

Sources

* Nielsen Global Online Consumer Survey, 2009

** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011

05/03/2012 Digital Leap 2012 10

THE CONVERGENCE OF P2P

FUNDRAISING AND SOCIAL MEDIA

05/03/2012 Digital Leap 2012 11 The Power of Social Fundraising and Friends Asking Friends

[INFOGRAPHIC], Blackbaud 2011

Who Are Peer-to-peer Fundraisers?

05/03/2012 Digital Leap 2012 12

The Power of Social Fundraising and Friends Asking Friends

[INFOGRAPHIC], Blackbaud 2011

05/03/2012 Digital Leap 2012 13

The Power of Social Fundraising and Friends Asking Friends

[INFOGRAPHIC], Blackbaud 2011

05/03/2012 Digital Leap 2012 14

The Power of Social Fundraising and Friends Asking Friends

[INFOGRAPHIC], Blackbaud 2011

05/03/2012 Digital Leap 2012 15

The Power of Social Fundraising and Friends Asking Friends

[INFOGRAPHIC], Blackbaud 2011

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WHAT’S NEW

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INTEGRATING SOCIAL MEDIA INTO

YOUR P2P FUNDRAISING CAMPAIGN

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USING SOCIAL DATA TO FIND AND

TARGET KEY INFLUENCERS

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S OCIAL DATA: T HE F OUR S OCIAL

INF L UE NCE R RAT INGS

1 - Key

Influencers 2 - Engager

3 - Multichannel

Consumer

4 - Standard

Consumer

= 1%

1%

5%

45%

49%

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USING SOCIAL DATA TO IMPROVE TARGETING &

ACQUISITION

The Situation: For DetermiNation event series, how to target the right audience

The Goal: Increase success of targeted Direct Mail campaign

The Strategy: Find those individuals who are interested in this type of event and

will be able to raise sufficient funds

The Tactics: Optimize Direct Mail by:

(a) Targeting Engagers and Key Influencers, who

(b) Have existing athletic behavior and participation (marathoners,

triathletes, cyclists, exercise buffs, etc.)

05/03/2012 Digital Leap 2012 24

EVENTS: IMPROVING RETENTION

The Situation: Huge loss of participants every year. If the team captain leaves,

the whole team vanishes.

The Goal: Increase retention of participants by 10%+

The Strategy: Identify those individuals who are (a) on a team and (b) have

strong social influence as back ups for the team captain position next year and

cultivate them.

The Tactics: Use Social Influencer rating to identify key participants. Provide

special cultivation opportunities pre, during and post event.

05/03/2012 Digital Leap 2012 25

“GOING MOBILE”

- THE WHO, 1971

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Mobile will

be the #1

method of

accessing

the

internet

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• Register

• Update Personal Page

• Phone Address Book

• Text Prospects

• Thank Donors

MOBILE APPS: TRACKING YOUR PROGRESS IN

THE PALM OF YOUR HAND

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WHAT NOW?

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• Coordinate email and

social communications

• Encourage participants to

use social media

• Build messages that will

get a reaction

MARY “NO BUDGET BUT, I HAVE AN INTERN”

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CREATE A MULTI-CHANNEL CALENDAR

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Create a communication calendar

Build a Facebook event page

Mobilize your website / email

Ask people to comment and engage

RECAP: MARY “NO BUDGET BUT, I HAVE AN INTERN”

05/03/2012 Digital Leap 2012 34

• My organization is

primarily focused on

events

• Most of our participants

are not fundraisers.

• Low retention rates

• I’d like to provide

participants with some

new tools to turn “lazy”

participants into active

fundraisers

BOB “SMALL BUDGET, BUT AT LEAST I HAVE ONE”

05/03/2012 Digital Leap 2012 35

LAZY FUNDRAISERS: CREATE AN EMAIL FORWARD

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SOCIAL MEDIA APPLICATIONS

Allows scheduled

newsfeeds at key

fundraising

opportunities

Notifies friends of

progress towards

fundraising

Share photos, video,

and personal

messages all with a

link directly to

fundraising page

05/03/2012 Digital Leap 2012 37

MOBILE APPS: TRACKING YOUR PROGRESS IN

THE PALM OF YOUR HAND

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GROUPON EXAMPLE

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Provide a mobile application

Provide a Facebook application

(e.g., Boundless Fundraising™)

Promote through other social media

(e.g, Groupon , Pintrest, Living Social)

Develop a participant social media kit

RECAP: BOB “SMALL BUDGET, BUT AT LEAST

I HAVE ONE”

05/03/2012 Digital Leap 2012 40

Listen and moderate conversations

Survey participants about interests

Track and measure results

- Are participants sending emails?

- Are they sharing their story?

- Are they using current social tools you’ve

provided?

RECAP: BOB “SMALL BUDGET, BUT AT LEAST

I HAVE ONE”

05/03/2012 Digital Leap 2012 41

• I’m doing a lot with social

media & mobile

- Facebook fans

- Healthy twitter following

- Blog

- Mobile event site & app

• I need to connect

fundraising and mission

• How can I connect all my

social media activity?

• How can I connect my

constituents with each

other?

MICHAEL “FULL TIME STAFF PERSON W/ BUDGET”

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Leaders

(149 – 5%)

Active Members

(513 – 16%)

Community Registrants

(1,539 – 48%)

Total Community

(3,205 – 100%)

PARALYSIS COMMUNITY - MEMBER PYRAMID

Leaders have Formed 55 Specialized

Groups

Approximately 33% of Community

Registrants are Active

1,666 Non-Registrants Receive Community Email

Digests

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CONTENT DRIVES TRAFFIC | FACEBOOK

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Support the Mission

Reach More Potential

Beneficiaries for Programs

Communicate and Engage in

Advocacy Efforts

Grow Database

Number of Community Registrants

Number of Newsletter

Subscribers

Facebook and Twitter

Followers

Better Understand Constituents

Access to “Social Points”

Data

Integration to CRM

Targeted Fundraising Campaigns

Increase Branding and Awareness

Increased Web Traffic

Top Google Search

Placement

DEFINING SUCCESS: OBJECTIVES AND METRICS

05/03/2012 Digital Leap 2012 46

COMMUNITY IMPACT ON CHRISTOPHERREEVE.ORG

• Google

• Direct

• CDRF Online Community

• Yahoo!

• Facebook

Top Online Referrals to ChristopherReeve.org:

Profile of Visitors Directed from Our

Community:

• Visit more pages than average

• Stay 2X the average amount of time

28% Increase in Visits * All YTD values on June 22, 2011

05/03/2012 Digital Leap 2012 47

Build your own online

community

Create a holistic web, social

and mobile strategy

Engage the entire

organization

Use technology to help

integrate data and measure

results

RECAP: MICHAEL “FULL TIME STAFF PERSON

W/ BUDGET”

05/03/2012 Digital Leap 2012 48

QUESTIONS?

Blackbaud

Mark Davis @mcdavis7

Blackbaud.com @blackbaud

http://www.FriendsAskingAmy.com

http://www.NetwitsThinkTank.com