Abila Peer-to-peer fundraising

PEER-TO-PEER
FUNDRAISING
Rich Dietz, Nonprofit R+D
Jamy Squillace, Abila, Inc.

© COPYRIGHT ALL RIGHTS RESERVED 2013 ABILA
2014

PRESENTERS


RICH DIETZ
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.
@nonprofitrd
www.NonprofitRD.com/FB
www.NonprofitRD.com/IN
www.NonprofitRD.com/gplus

3

JAMY SQUILLACE
Director of Product Management - Abila
Responsible for Abila Fundraising 50, Abila
Fundraising Online, Abila Grant Management and
netFORUM Pro.
Jamy has 16 years experience in product planning
and management. Her goal is to create and evolve
solutions that fulfill customer desires and exceed
expectations.

4

AGENDA
What is Peer-to-Peer Fundraising?


Why is it important?

How to Get Started
Examples
Abila Fundraising Online


WHAT IS PEER-TO-PEER
FUNDRAISING?


PEER-TO-PEER FUNDRAISING
Standard 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


EMPOWER YOUR DONORS
Seth Godin, author of the e-book “Flipping the
Funnel” defines peer-to-peer fundraising this
way:
Turn strangers into friends….

Turn friends into donors….
And then... do the most
important job:

Turn your donors into
FUNDRAISERS.


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


WHY IS P2P IMPORTANT?


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


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.


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


ENGAGING MILLENNIALS


YOU SHOULD.
BECAUSE THEY ARE THE LARGEST
GENERATION IN AMERICAN HISTORY
AND…


NOT

THEY ARE
DIRECT MAIL RESPONSIVE


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

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


Millennial Impact Report - 2012


HAVE YOU EVER RAISED MONEY FOR
OR ON BEHALF OF A NONPROFIT?

Millennial Impact Report - 2012


STRATEGIES AND TOOLS TO ENGAGE
MILLENIALS


Shareable Content



Stories



Pictures



FB



Responsive Design

Peer to Peer Fundraising


WHAT DO YOU NEED
TO GET STARTED?


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”)


KEYS TO A SUCCESSFUL P2P CAMPAIGN
Tools 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!


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


FOLLOW UP AND TRACKING
Make sure to thank them!


Build the relationship, further engagement

Personal thank you and public recognition


Ideas:


Newsletter just for supporters



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.


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


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


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


EXAMPLES


CONCLUSION
Don’t get overwhelmed by all of the strategies
Take action – Pick one or two ideas and implement
Only YOU can figure out what works for YOUR organization


NONPROFIT R+D - EMAIL LIST

Get updates about our upcoming
webinars and get our 5 part e-course:

www.NonprofitRD.com/of101e


Q&A

Contact Rich Dietz
www.NonprofitRD.com
rich@nonprofitrd.com

Contact Jamy Squillace
www.Abilia.com
jamy.squillace@abila.com


Download the Webcast Slides

www.slideshare.net/Abila/XXXXXXXX

Learn about Abila Fundraising Online
http://www.abila.com/solutions/fundraising-online

THANK YOU


Abila Peer-to-peer fundraising

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