1. Advanced P2P Fundraising
&

2. Who We Are
Mike Spear Taylor Corrado

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. “Traditional” Peer-to-Peer
Fundraising

5. Traditional P2P Fundraising
Common Applications:
• Run/Walk/Ride
Events

6. Common Applications:
• Unique Experiences
• “Over the Edge”
Traditional P2P Fundraising

7. Common Applications:
• Real-Life
Experiences
• Service Trips
Traditional P2P Fundraising

8. Common Applications:
• Project-Based
• Kickstarter-style
“Crowdfunding”
Traditional P2P Fundraising

9. Common Perceptions:
• Young Donors &
Fundraisers
• Small Donations
• Limited duration and
scope
Traditional P2P Fundraising

10. By the Numbers…
On Average:
• $568 per active page
• 7 donors per page
• 4 new donors per
page
• $77 Donation Size

11. Key Characteristics:
• Time-Based
• Shared Fundraising Goal
• Common Purpose
• Charity-Centric

12. Most fundraisers are young…

13. But all generations can raise money!

14. Your Fundraising Community

15. Why it Works

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. 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. Or to put it another way…

19. Traditional Model:
Multiple campaigns and events produced
throughout the year.
Event #1
Event #2
Event #3Event #4
Event #5

20. From a Marketing Perspective:
• Phone Calls
• Emails
• Direct Mail
• Social Media
• Large-Scale Events

21. From a Marketing Perspective:
• Phone Calls
• Emails
• Direct Mail
• Social Media
• Large-Scale Events
Interruptive, “Outbound” Marketing

22. The New Model

23. “Rolling”
Peer - to – Peer
Fundraising
The New Model

24. Pioneered by charity:water

25. Pioneered by charity:water

26. Pioneered by charity:water

27. Pioneered by charity:water

28. Key Characteristics:
• Year-Round Fundraising
• Leverages your Existing
Audience
• Supporters Fundraise on
their own terms & for their
own reasons.

29. From a Marketing Perspective:
• Blogging
• Keywords / SEO
• Social Media

30. From a Marketing Perspective:
• Blogging
• Keywords / SEO
• Social Media
Permission-based
“Inbound” Marketing

31. Marketing for Year-Round
Peer-to-Peer Fundraising

32. Build your Blog
Your blog is the
foundation of any
good rolling peer-
to-peer effort.

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. 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. 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. 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. Build your Blog
Build Traffic, Measure Success!

38. Build your Blog
1 Post:
• 9,000 views
• 372 Leads

39. Build your Blog

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. 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. New Social Inbox

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. 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. A Few Examples

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. The Trevor Project
Brand-New
year-round P2P
Community

48. NBCF
• Permanent Peer-to-
Peer community
• 3rd Party Ticketed
Events
• Brings in more than
$10,000 every
month

49. Pencils of Promise
• Fundraise
anytime to fund
new school
construction.
• Frequent
contests for
fundraising
milestones

50. New Organ
• Robust fundraising community.
• Enhanced experience using
StayClassy “APIs”
 Fundraising progress bar
 Amount raised
 Mosaic of active fundraisers

51. Takeaways

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. 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. Anything can be a Fundraiser:

55. Anything can be a Fundraiser:

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. White-Labeled Member Community!

58. Members can:
 Create Fundraisers
 Manage Recurring
Donations
 Reprint Receipts
 Invite Friends
 Keep info up-to-date

59. Create a cycle of Empowered Engagement.
Event #1
Event #2
Event #3Event #4
Event #5
Rolling P2P

60. Platform Considerations

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. Seamless Facebook
Integration
Accomplished in
collaboration with
Facebook…

63. Responsive Design:
 Optimized for every
device automatically.

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. “ There’s nothing
more powerful than
an idea whose time
has come “
- Victor Hugo

66. Questions?

67. Thank You!
Mike Spear
mike@stayclassy.org
@classy_mike
Taylor Corrado
tcorrado@hubspot.com
@taylorlcorrado