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Advanced P2P Fundraising

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Advanced P2P Fundraising

  1. 1. Advanced P2P Fundraising &
  2. 2. Who We Are Mike Spear Taylor Corrado
  3. 3. Today’s Agenda • Traditional Peer-2-Peer vs. The New Model • Growing Community through Inbound Marketing • Case Studies • Tools of the Trade • Questions
  4. 4. “Traditional” Peer-to-Peer Fundraising
  5. 5. Traditional P2P Fundraising Common Applications: • Run/Walk/Ride Events
  6. 6. Common Applications: • Unique Experiences • “Over the Edge” Traditional P2P Fundraising
  7. 7. Common Applications: • Real-Life Experiences • Service Trips Traditional P2P Fundraising
  8. 8. Common Applications: • Project-Based • Kickstarter-style “Crowdfunding” Traditional P2P Fundraising
  9. 9. Common Perceptions: • Young Donors & Fundraisers • Small Donations • Limited duration and scope Traditional P2P Fundraising
  10. 10. By the Numbers… On Average: • $568 per active page • 7 donors per page • 4 new donors per page • $77 Donation Size
  11. 11. Key Characteristics: • Time-Based • Shared Fundraising Goal • Common Purpose • Charity-Centric
  12. 12. Most fundraisers are young…
  13. 13. But all generations can raise money!
  14. 14. Your Fundraising Community
  15. 15. Why it Works
  16. 16. Why Peer 2 Peer Fundraising Works • It’s Active • It’s Personal – Fundraisers determine their own “Why” • It reaches exponentially more people • It creates community
  17. 17. Supporter Donor Recurring Donor Fundraiser Lifelong Fundraising & Major Gifts Not all donors created equal. Engage with supporters wherever they are in your funnel, and seek to upgrade them over time. Work your Engagement Funnel
  18. 18. Or to put it another way…
  19. 19. Traditional Model: Multiple campaigns and events produced throughout the year. Event #1 Event #2 Event #3Event #4 Event #5
  20. 20. From a Marketing Perspective: • Phone Calls • Emails • Direct Mail • Social Media • Large-Scale Events
  21. 21. From a Marketing Perspective: • Phone Calls • Emails • Direct Mail • Social Media • Large-Scale Events Interruptive, “Outbound” Marketing
  22. 22. The New Model
  23. 23. “Rolling” Peer - to – Peer Fundraising The New Model
  24. 24. Pioneered by charity:water
  25. 25. Pioneered by charity:water
  26. 26. Pioneered by charity:water
  27. 27. Pioneered by charity:water
  28. 28. Key Characteristics: • Year-Round Fundraising • Leverages your Existing Audience • Supporters Fundraise on their own terms & for their own reasons.
  29. 29. From a Marketing Perspective: • Blogging • Keywords / SEO • Social Media
  30. 30. From a Marketing Perspective: • Blogging • Keywords / SEO • Social Media Permission-based “Inbound” Marketing
  31. 31. Marketing for Year-Round Peer-to-Peer Fundraising
  32. 32. Build your Blog Your blog is the foundation of any good rolling peer- to-peer effort.
  33. 33. Build your Blog StayClassy uses its blog to: • Build Community • Demonstrate Authority • Provide Content that’s meaningful to our base • Generate new leads through newsletter signups, guide downloads, etc.
  34. 34. Build your Blog You can use your blog to: • Build Community • Demonstrate Authority & Impact • Provide Content that’s meaningful to your base • Gather leads through newsletter signups, donations, and fundraising campaigns
  35. 35. Build your Blog Our Blog Articles Provide Value: • Fundraising Best Practices • Client Success Stories • Industry Trends • Generate new leads through newsletter signups, guide downloads, etc.
  36. 36. Build your Blog Your Blog Articles Provide Value: • Demonstrate Impact • Highlight top Fundraisers & Supporter-Driven Events • Gather leads through newsletter signups, donations, and fundraising campaigns Always have a “Call to Action!”
  37. 37. Build your Blog Build Traffic, Measure Success!
  38. 38. Build your Blog 1 Post: • 9,000 views • 372 Leads
  39. 39. Build your Blog
  40. 40. Build your Email List More than Donation Appeals… • Highlight Community Members • Demonstrate Authority, impact, an d Gratitude • Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities
  41. 41. Build your Social Media Social Media is a Hub… • Build Community • Highlight Community Members • Demonstrate Authority & Impact • Promote Blog Articles, Newsletters, and Fundraising & Volunteer opportunities
  42. 42. New Social Inbox
  43. 43. Drip Marketing • Using HubSpot, you can program emails to go out automatically, at regular intervals, based on criteria you determine. • Nurture supporters from casual observers to active donors or fundraisers. • Monitor the success of each email “track.”
  44. 44. Trigger-Based Emails • Send auto-emails based on specific actions or dates  1 Month before someone’s birthday  3 Months before an endurance race in their area  When a donation is made  When someone creates a fundraising page  When someone reaches their goal
  45. 45. A Few Examples
  46. 46. The Trevor Project • New to Peer-to- Peer Fundraising • 1st Campaign: Texting to Save Lives • Goal: $10,000 in one month • Extended to 2 months • Raised $50,000
  47. 47. The Trevor Project Brand-New year-round P2P Community
  48. 48. NBCF • Permanent Peer-to- Peer community • 3rd Party Ticketed Events • Brings in more than $10,000 every month
  49. 49. Pencils of Promise • Fundraise anytime to fund new school construction. • Frequent contests for fundraising milestones
  50. 50. New Organ • Robust fundraising community. • Enhanced experience using StayClassy “APIs”  Fundraising progress bar  Amount raised  Mosaic of active fundraisers
  51. 51. Takeaways
  52. 52. Key Characteristics: Traditional Model: • Time-Based • Shared Fundraising Goal • Charity-Centric • Specific events or fund specific programs New Model: • Year-Round Fundraising • Supporter-Driven Fundraising • Build Community
  53. 53. From a Marketing Perspective: Traditional Model: • “Outbound” Marketing  Phone  Emails  Direct Appeals  Social Media Short-Term Mentality & Interruptive New Model: • “Inbound” Marketing  Blogs  Keywords  SEO  Drip Marketing Long-Term & Permission-Based
  54. 54. Anything can be a Fundraiser:
  55. 55. Anything can be a Fundraiser:
  56. 56. Great Fundraising Ideas  Birthdays  In Honor / In Memory  Run / Walk / Ride  Holiday Parties  Dinner Parties  Cause-Related Celebrations  School, Family, or Work Groups  Service Trips  Personal Challenges  Be Creative!
  57. 57. White-Labeled Member Community!
  58. 58. Members can:  Create Fundraisers  Manage Recurring Donations  Reprint Receipts  Invite Friends  Keep info up-to-date
  59. 59. Create a cycle of Empowered Engagement. Event #1 Event #2 Event #3Event #4 Event #5 Rolling P2P
  60. 60. Platform Considerations
  61. 61. When Evaluating Platforms: Make sure that your marketing platform:  It puts your brand first (white-labeled)  Easy to use  Socially integrated  Allows supporters to determine own “why”  Easy fundraiser creation & editing  Real-time access to donor data  Easy list segmentation  It continuously innovates  Responds to your feedback  Provides ways to maximize long-term ROI through continued engagement opportunities
  62. 62. Seamless Facebook Integration Accomplished in collaboration with Facebook…
  63. 63. Responsive Design:  Optimized for every device automatically.
  64. 64. Full API Access Display real-time fundraiser data  Fundraiser progress  Donor Activity  Interactive maps  Event calendars Seamlessly integrated into your website www.neworgan.org/100
  65. 65. “ There’s nothing more powerful than an idea whose time has come “ - Victor Hugo
  66. 66. Questions?
  67. 67. Thank You! Mike Spear mike@stayclassy.org @classy_mike Taylor Corrado tcorrado@hubspot.com @taylorlcorrado
  • saranga13

    Jan. 24, 2015
  • HyesunJang

    Mar. 15, 2014
  • bcausemedia

    Sep. 5, 2013
  • manashkrsharma

    Jul. 7, 2013
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    Jul. 3, 2013

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