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Help, People Want to Fundraise for Us!
- 1. Help! People Want to Fundraising for Us! Lisa Cottingham, Water Mission Robyn Mendez, Blackbaud
- 2. Help! People Want to Fundraising for Us! P2P Fundraising Industry Trends Water Mission Story DIY Fundraising Matrix Q&A
- 3. Hi! I’m Robyn Mendez At Blackbaud: 6 months + 8 years Hometown: Houston, TX 15+ years of P2P fundraising experience Raising two little fundraisers, Julianna & Jonathan. Julie was #3 top fundraiser for 2016 Jump Rope for Heart. NASA Brat – Grandfather was a flight controller for the Apollo lunar missions; Dad was a flight controller for the International Space Station
- 4. Hi! I’m Lisa Cottingham At Water Mission: Almost four years Hometown: Charleston, SC for 28 years! Participated in the 1980 “Thon” the granddaddy of P2P originating at Penn State University Tackled Galas, Benefit Concerts, Walks, and led at team through Yoga event, Cross State Cycling, 60’s Tribute Band… I’ve seen it all. The key to TPF and P2P is managing traffic!
- 5. Industry Trends The overall P2P market is growing Supporters are demanding tangible impact from fundraising Marquee RWR events are declining in revenue The modern fundraiser has high expectations for digital experiences Supporters want to fundraise on their own terms Today people are loyal to causes… not orgs
- 6. Traditional P2P Runs Walks Biking Events Endurance Fundraising Virtual Events Giving Days DIY Memorials & Tributes 3rd Party Events Personal Crowdfunding Project-based Fundraising The New P2P Fundraising Landscape Org Driven Individual Driven
- 7. Virtual Events Powered by fitness app use • Map My Fitness, Strava Examples • British Heart Foundation • Strava Charity Challenge 120,000+ participants Individuals that connect fitness apps to fundraising pages raise more 58% $1M raised by 20,000+ people 70% New Donors
- 8. Project Based Fundraising Funds a specific project • Project focused, Not org focused • Requires fund designation Examples • Humans of New York • Fund a research project • Funding to build a house • Fund a mission trip $3,875,319 raised by 104,395 people in 8 months
- 9. Organizationally Driven DIY Branded campaign • Org focused • Recruits participants • Occurs annually Examples • Alzheimer’s Association The Longest Day
- 10. Individual is driving the activity • Caused-focused, not org focused • Random activity • Often difficult to identify org Examples • Stormtrooper Walk… for Monash Children’s Hospital • The Washing Machine Walk (or climb)…for Pieta House Individual Driven DIY
- 11. Water Mission: Making DIY Sustainable
- 12. PROMOTE, PURSUE, OR HIT PAUSE Can we identify factors for success that align with Org’s goals? Can we set procedure to win leadership approval? Can we tell when to pursue and when to take a pass?Can we identify potential supporters based on patterns? Can we determine our level of commitment based on resources, risk, & reward? Care and Handling of Enthusiastic Third Party Fundraisers • Optimize the opportunity • Not overtax your resources
- 13. PROFILE OUR FUNDRAISERS THE SOLUTION
- 14. • Staff & Volunteers • Software & tools • Network • PR & Brand • Budget EVALUATE RESOURCES
- 15. H A I T I THE SOLUTION RAPID TRANISITION LOW TECH - ORGANIZATION DRIVEN • Ease of accepting donations • Ability to meet supporter expectation HI TECH - SUPPORTER DRIVEN • Ease of accepting donations • Ability to meet supporter expectation
- 16. CREATE A DECISION MATRIX THE SOLUTION
- 17. • Run a report • Create a list of activities • Set up a table or spreadsheet • Segment by dollars raised and resources used • Include volunteer or staff hours • Assign categories SNAPSHOT UGANDA
- 18. HI-TECH SNAPSHOT THIRD PARTY FUNDRAISER STAFF METHOD RESULTS Various Birthdays 1 Giving Page DIY $4,500 Runner “Running Water 140.6” 1.3 Endurance DIY $7,870 Student “Lou Lou's Chiapas Mission” 3 Giving Page Mod DIY $40,440 Major Donor “Hoedown” 15 Mod WM Event $25,000 “Water Jug Guys” 4 Endurance DIY $9,400 Scotty’s Ride for Water 2 Endurance DIY* $69,000 Disaster Relief “Daniel Island Change for Haiti” 3 Giving Page Mod DIY $20,000 Flow - Yoga Event 4 Mod WM/DIY/Event $13,000 Clemson Walk for Water 2 DIY * $5,000 High School Choral Performance 1 Giving Page DIY $4,242 Silicon Valley Walk for Water 2 Mod WM Event + DIY* $175,000 Charleston Walk for Water 10+ WM Event w/P2P $350,000
- 19. HI-TECH SNAPSHOT THIRD PARTY FUNDRAISER STAFF METHOD RESULTS Various Birthdays 1 Giving Page DIY $4,500 Runner “Running Water 140.6” 1.3 Endurance DIY $7,870 Student “Lou Lou's Chiapas Mission” 3 Giving Page Mod DIY $40,440 Major Donor “Hoe-down” 15 Mod WM Event $25,000 “Water Jug Guys” 4 Endurance DIY $9,400 Scotty’s Ride for Water 2 Endurance DIY* $69,000 Disaster Relief “Daniel Island Change for Haiti” 3 Giving Page Mod DIY $20,000 Flow - Yoga Event 4 Mod WM/DIY/Event $13,000 Clemson Walk for Water 2 DIY * $5,000 High School Choral Performance 1 Giving Page DIY $4,242 Silicon Valley Walk for Water 2 Mod WM Event + DIY* $175,000 Charleston Walk for Water 10+ WM Event w/P2P $350,000
- 20. HI-TECH SNAPSHOT THIRD PARTY FUNDRAISER STAFF METHOD RESULTS Various Birthdays 1 Giving Page DIY $4,500 Runner “Running Water 140.6” 1.3 Endurance DIY $7,870 Student “Lou Lou's Chiapas Mission” 3 Giving Page Mod DIY $40,440 Major Donor “Hoe-down” 15 Mod WM Event $25,000 “Water Jug Guys” 4 Endurance DIY $9,400 Scotty’s Ride for Water 2 Endurance DIY* $69,000 Disaster Relief “Daniel Island Change for Haiti” 3 Giving Page Mod DIY $20,000 Flow - Yoga Event 4 Mod WM/DIY/Event $13,000 Clemson Walk for Water 2 DIY * $5,000 High School Choral Performance 1 Giving Page DIY $4,242 Silicon Valley Walk for Water 2 Mod WM Event + DIY* $175,000 Charleston Walk for Water 10+ WM Event w/P2P $350,000
- 21. HI-TECH SNAPSHOT THIRD PARTY FUNDRAISER STAFF METHOD RESULTS Various Birthdays 1 Giving Page DIY $4,500 Runner “Running Water 140.6” 1.3 Endurance DIY $7,870 Student “Lou Lou's Chiapas Mission” 3 Giving Page Mod DIY $40,440 Major Donor “Hoe-down” 15 Mod WM Event $25,000 “Water Jug Guys” 4 Endurance DIY $9,400 Scotty’s Ride for Water 2 Endurance DIY* $69,000 Disaster Relief “Daniel Island Change for Haiti” 3 Giving Page Mod DIY $20,000 Flow - Yoga Event 4 Mod WM/DIY/Event $13,000 Clemson Walk for Water 2 DIY * $5,000 High School Choral Performance 1 Giving Page DIY $4,242 Silicon Valley Walk for Water 2 Mod WM Event + DIY* $175,000 Charleston Walk for Water 10+ WM Event w/P2P $350,000
- 22. HI-TECH SNAPSHOT THIRD PARTY FUNDRAISER STAFF METHOD RESULTS Various Birthdays 1 Giving Page DIY $4,500 Runner “Running Water 140.6” 1.3 Endurance DIY $7,870 Student “Lou Lou's Chiapas Mission” 3 Giving Page Mod DIY $40,440 Major Donor “Hoe-down” 15 Mod WM Event $25,000 “Water Jug Guys” 4 Endurance DIY $9,400 Scotty’s Ride for Water 2 Endurance DIY* $69,000 Disaster Relief “Daniel Island Change for Haiti” 3 Giving Page Mod DIY $20,000 Flow - Yoga Event 4 Mod WM/DIY/Event $13,000 Clemson Walk for Water 2 DIY * $5,000 High School Choral Performance 1 Giving Page DIY $4,242 Silicon Valley Walk for Water 2 Mod WM Event + DIY* $175,000 Charleston Walk for Water 10+ WM Event w/P2P $350,000
- 23. OUTLINE GOALS • Constituent growth • Fund raising • Awareness • Advocacy • Champion building TANZANIA
- 24. DECISION MATRIX
- 25. DECISION MATRIX
- 26. DECISION MATRIX
- 27. DECISION MATRIX
- 28. SCOTTY PARKER - CHAMPION
- 29. t SCOTTY PARKER - CHAMPION • TeamRaiser platform • Ability to start teams • Donations go directly into RENXT • Constituent data capture with minimum impact on donor care • Communication, blog, other tools • Scottysride.com
- 30. HI-TECH SNAPSHOT THIRD PARTY FUNDRAISER STAFF METHOD RESULTS Various Birthdays 1 Giving Page DIY $4,500 Runner “Running Water 140.6” 1.3 Endurance DIY $7,870 Student “Lou Lou's Chiapas Mission” 3 Giving Page Mod DIY $40,440 Major Donor “Hoe-down” 15 Mod WM Event $25,000 “Water Jug Guys” 4 Endurance DIY $9,400 Scotty’s Ride for Water 2 Endurance DIY* $69,000 Disaster Relief “Daniel Island Change for Haiti” 3 Giving Page Mod DIY $20,000 Flow - Yoga Event 4 Mod WM/DIY/Event $13,000 Clemson Walk for Water 2 DIY * $5,000 High School Choral Performance 1 Giving Page DIY $4,242 Silicon Valley Walk for Water 2 Mod WM Event + DIY* $175,000 Charleston Walk for Water 10+ WM Event w/P2P $350,000
- 31. DECISION MATRIX – REGIONAL WALKS
- 32. DECISION MATRIX – REGIONAL WALKS
- 33. REGIONAL WALK – TOOL KIT
- 34. REGIONAL WALK – TOOL KIT • Logos • Media, PSA and Press Release • Branding Guide • Editable general flyer • Editable poster (11 x 17) • Editable donation form • Social media images • Link to WM Merchandize • Link to WM general videos
- 35. REGIONAL WALKS - WEBSITE
- 36. HELP, PEOPLE WANT TO FUNDRAISE FOR US! Questions?
- 37. Traditional P2P Runs Walks Biking Events Endurance Fundraising Virtual Events Giving Days DIY Memorials & Tributes 3rd Party Events Personal Crowdfunding Project-based Fundraising The New P2P Fundraising Landscape Org Driven Individual Driven
Notas del editor
- KH
- KH
- RWR 30 is down 2.8% from 2015 to 2016… and down 8% overall since 2012 However… Based on the P2P Benchmark the larger P2P sector is up.
- Given these challenges: how can we prepare to optimize the opportunity of supporters wanting to raise money for us While not overtaxing our resources? How do we optimize the opportunity? With so many Third Party and Peer to Peer fundraising, When do we promote, pursue, or hit pause. … At Water Mission, we had to ask ourselves: 1. Do we have a procedure that leadership will approve of? Our leadership is all about return on investment, unless presented with an awesome fundraising idea from a friend or high capacity donor. Imagine your CEO is standing over your desk, gushing about a major donor and friend who wants to host a country hoedown to raise money for your org. First, you don’t even know what a hoedown is. Second, you know that there are limited resources and big risks involved in TPF. Given that you are the subject matter expert in the development department, how can you speak authoritatively about the value, or lack thereof, of a particular FR activity to your organization?
- Want to evaluate our supporter opportunities, list our resources and create a decision tool/matrix. To do that we had to profile our supporters and their activities, We have a wide variety of third party/peer to peer supporters. But not that unique: Endurance Fundraisers, Birthday Fundraisers, Special Events, both WM driven and Participant Driven and Champions!
- We’re going to evaluate resources, including staff and/or volunteer time and we’re going to leave a column for how this is operating in your organization now. Determining if these activities are aligning with the organization's goals is critical, but for starters, list the activities. Let’s create the table first.
- A word about public relations and brand. - PR & Brand Although Water Mission is a medium size nonprofit and growing rapidly, we can sometimes feel like a small shop which stretches resources. We also benefit from being a “cause celebre” which if you remember your high school French means a controversy or problem that attract great public attention.. The global water crisis is a controversy because it is urgent and enormous and has sweeping impact on not only poverty but on life in general. The global water crisis is trending! So we have the advantage of high awareness that inspires people to get involved. There are many players in the water space and that keeps us on our toes. Water Mission will not solve the global water crisis by ourselves. We’ll have to work together, but when it comes to DIY, we want to be the best! But what if your organization doesn’t have brand awareness? You are in promote and pursue mode. Developing a good communications plan and setting a goal around raising awareness will be the focus of your events and peer to peer activities. Determining if these activities are aligning with the organization's goals is critical, but for starters, list the activities. Let’s create the table first.
- Want to evaluate our supporter opportunities and compare with our resources to form a decision matrix.
- The first thing was to develop a snapshot of our third party and peer to peer fundraising activities. Start by examining the type of TPF and DIY supporters you have Run a report Create a list of the activities Set up a spreadsheet or table Segment by dollars raised Resources used Estimate the amount of time spent helping Categorize based on organizationally driven or individually driven Start to develop a profile of your supporters We’re going to do this is a super hi-tech fashion. Get out something to write with – you all do know how to ?
- What were your results? This exercise will help you dive into realities that you already know and that you are experiencing. All Third Party Fundraisers are not created equal. Some are easy to run with just one staff member, like a development associate, special events coordinator or a digital marketing specialist. In a small shop, it’s whoever is available. This person can handle the day to day enthusiasts, but they may need help deciding which ones to pour into and which ones to set on autopilot. In other cases, the Third Party Fundraiser may need a lot of hand holding, or require special marketing materials. This might not be one contact point in your organization, it might call for a team made up of various functional areas, digital specialists, gift processing, marketing and public relations. This could be true for a group of supporters who started out small and then grew to be a power player (SILICON VALLEY). The size and impact of their event make it necessary to up their resources, for a variety of reasons: to keep our brand in line, to optimize their success, to use them as an example for future growth. A snapshot will be your jumping off point for developing a decision matrix. You have to analyze the picture. If I were more tech savvy, I could put this in a pivot table and then plot it on a graph, but unfortunately, I’m old school and was using lotus to build spreadsheets when I was your age.
- So we’ll just do this by eyeballing it. Let’s start by highlighting what our snapshot showed. Take a look at what we saw in our giving pages. These “set it and forget it” pages can channel some nice revenue. Simply, there’s real value in establishing giving pages. A DIY giving page that allows supporters to fund their cause – because that’s how they see it. Having this function is a must, because if your organization doesn’t acknowledge and provide some tool for your “cause” supporters, they will find another organization that will. It might take some time to set up, especially for someone like me who isn’t tech savvy, but I’m sure all of you can navigate a DIY and P2P platform.
- Here’s a quick look at endurance events. Very similar to what Robyn discussed earlier. People want to add value to their personal fulfillment, their self actualization, their life goals. And there’s nothing wrong with that. If you are turning 50, like our Water Jug Guys, and you want to do something significant, it is our privilege and honor that our organization benefits from your effort. These endurance events can be totally hands-off, but in the case I’ve highlighted here, Water Mission did some internal resourcing, like promotional material, special branding and networking to make these DIY campaigns more successful. Note the third one – Scotty’s Ride for Water. This was the second fundraising effort by Scotty – 10 years old at the time. He started with a birthday fundraiser when he was six. Then he rode his bike across South Carolina when he as ten. Now there’s another event he is attempting for his 13th birthday. This highlights two points: 1. How do you spot your champions and keep them close and 2. How do you make decisions about resourcing and engaging with those potential champions. The matrix we’re building will help in this case – like it did for us at WM.
- Already you are seeing a creep across the continuum of truly supporter owned DIYs toward Organizationally owned fundraisers. Your leadership is going to want to know that you are making good decisions about how much to resource these supporters and how they fit in your overall plan, whether it is just raising money or scaling a revenue stream to become a pillar of your fundraising strategy. Here we’re seeing “modified” fundraisers. Noticed that we’re seeing more staff involvement and more revenue. The modification might represent major gift officers working with a high impact student like Lou Lou’s. The gift officer reviewed her plan, curated her marketing materials and oversaw her efforts – kind of at arms length but still with a watchful eye because she was soliciting the very influential and high capacity people in her parent’s network. Compare that to the disaster relief response campaign by two women in a Charleston neighborhood. Our special events coordinator became involved when we noticed that they were using some random branding that was not ours called “mission for water” which was confusing and just not right. They required a good bit of staff time, mainly through emails and phone coaching but generated a lot of good publicity for our disaster response messaging – at least locally – and did get the community foundation to match their total, which was an excellent link to the community foundation for us. Next look at the Yoga Event. This became a modified event because we invited the enthusiastic cause supporters to hold their Yoga event, “Flow for Water”, in our facility. This was a great way to use our really cool warehouse to increase awareness and not only constituents while allowing the yogis to raise money for us. The view for this event is that it can scale. Although it took staff time for the amount of money our supporters raised, it has potential to become an annual event. Finally, let’s look at the “hoe-down” – (name changed). This is one of the reasons we created the matrix. Staff time, marketing resources, absence of network, absence of truly vetting this idea, expectations of the supporters, unrealized potential for growing constituent base. The Flow for Water event required marketing, facilities, planning from our team, but they had their own network of supporters, their own public relations. For the hoe-down the donor did not have a network, they wanted to rely on our data base, and they didn’t have a promotion channel to draw a crowd. The hoe-down made more money than the Flow for Water, but it required way more expense and staff time. It also became organizationally driven when we didn’t want it to fail. We need to have a decision matrix that articulates what we know from experience – all third party fundraisers are not create equal. In any case, this snapshot will be your jumping off point for the next part which is creating a decision matrix. But first we have to revisit the organizations goals:
- Before we move on, I’d just like to highlight the Walk model. Because there are 1.8 billion people who lack safe water and many of them walk an average of 3.5miles to fetch water daily, a Walk for Water is very well aligned peer to peer fundraising event for Water Mission. Our walks usually cover that distance and participants carry buckets of water. Since water weighs about 8 pounds per gallon, this exercise can bring cause minded participant to a greater level of engagement and solidarity with the people they seek to serve. Our flagship walk is in our headquarters location of Charleston SC. And it is organizationally driven – although we use about 100 volunteers to pull it off. This is our 11 year this Saturday! But Walk for Water events are great for DIY, so we have more than a dozen of them and that number is growing. Along the way we have our premier walks, which often have grown from small DIY walks or are conducted by our corporate partners. Not only have we developed a matrix for TPF, we’ve customized it for regional walks, so that our team isn’t constantly struggling to determine the level of engagement they can have with each walk. Additionally we’ve created a tool kit for all the walks and the DIY toolkit is key to meeting the needs of interested supporters. We’ll take a look at that later. In any case, this snapshot will be your jumping off point for the next part which is creating a decision matrix. But first we have to revisit the organizations goals:
- Flip your paper over and list your organization’s top priorities. Do you need funds – which we all do, but are you trying to grow your donor base through Third Party Fundraisers and DIY? Are you growing awareness or advocacy? Third Party Fundraisers who might not drive dollars, but raise awareness, can be very different than ones that build your reputation. Do you have a short timeline or are you looking for the next Scotty Parker? Short term goal – just raise money Longer term – raise awareness or cultivate a champion Far reaching goal – build a revenue stream that you can scale or franchise
- Criteria explained. Now that we have a snapshot or baseline, we can set our fundraisers into tiers and then outline characteristics that influence the potential of our opportunities. Since we knew what kind of dollars the special and peer to peer events were bringing in, we grouped them by potential dollar value.
- Criteria explained. Next we looked at how has ownership for them. Mainly it’s our special events coordinator – or as we will see later – our regional walk coordinator. For high dollar potential, Kyle will review and make a recommendation, which the director of development will approve. In some cases even our VP will weigh in because these activities can soak up a lot of staff time and ROI is a hot topic. For 10 to 30K Kyle will make the decision and I’ll weigh in, and in those less that 10K, Kyle will essentially cut them loose. Under consideration will be Track Record: have they done this before – for us or others. Network: will they bring in new people or just hit up our own donor base. Confidence Level: the Water Jug Guys never did a fundraiser before, but we were confident that they would meet their goal. And for us, the ability to grow the constituent base gives bonus points!
- Criteria explained. Next we look at how much staff time each is going to get and what tool is best to use.
- Criteria explained. Finally, we’ll go down the list of other resources – some unique to us – whether we send a demo unit, others are more basic, like whether there will be a coaching call. This decision matrix lets us get everyone on board about how we are proceeding and what type of resources will be available to help our supporters maximize their effort and be as successful as they can be – without us doing more heavy lifting than we can bear.
- Scotty at eight, raising over $600 from his birthday party. Heard about children like him who have no water to drink and it “hurt his heart.” At ten, he “wants to go big” and run across the state of South Carolina. His parents and pediatrician say “no” but biking would be okay. Scotty raises $70K. Now for his 13th birthday he is riding across the U.S. in eight weeks this summer, hoping to raise $500K. He’s at $70K and he secured a 100K match!
- We used Team Raiser because we envisioned teams of Scotty Fans, like school groups and other riders forming teams to raise money alongside Scotty. (So far we haven’t seen as much of that as we would like.) We also wanted to pull gift information directly into RENXT. Constituent data is important to us. So is communicating through the coaching emails. If you refer back to the matrix, you’ll see that Scotty maxes out: his 500K goal, his track record, his network is amazing, he’s growing constituents for us in a way that aligns with Water Mission. They love his messaging and will be somewhat likely to be moved from a “Scotty” to a Water Mission donor. We’ve done a TeamRaiser site, plus a vanity url, blogs, social posts, a video, weekly coaching sessions with his family. Lots of design and marketing materials.
- Before we move on, I’d just like to highlight the Walk model. Because there are 1.8 billion people who lack safe water and many of them walk an average of 3.5miles to fetch water daily, a Walk for Water is very well aligned peer to peer fundraising event for Water Mission. Our walks usually cover that distance and participants carry buckets of water. Since water weighs about 8 pounds per gallon, this exercise can bring cause minded participant to a greater level of engagement and solidarity with the people they seek to serve. Our flagship walk is in our headquarters location of Charleston SC. And it is organizationally driven – although we use about 100 volunteers to pull it off. This is our 11 year this Saturday! But Walk for Water events are great for DIY, so we have more than a dozen of them and that number is growing. Along the way we have our premier walks, which often have grown from small DIY walks or are conducted by our corporate partners. Not only have we developed a matrix for TPF, we’ve customized it for regional walks, so that our team isn’t constantly struggling to determine the level of engagement they can have with each walk. Additionally we’ve created a tool kit for all the walks and the DIY toolkit is key to meeting the needs of interested supporters. We’ll take a look at that later. In any case, this snapshot will be your jumping off point for the next part which is creating a decision matrix. But first we have to revisit the organizations goals:
- Regional Walk discussion
- Regional Walk discussion Focus on the toolkit.
- Regional Walk discussion Discuss pathway in to regional walks and tool kit. If you can’t find a walk in your area, you are invited to “start your own walk” Info about how to do that is in the walk resources There’s also a form that alerts our regional walk coordinator that a request has been filled out to access the resources In that form you tell what your goals our. This helps Bonnie determine how much attention she should give.
- Regional Walk discussion Discuss pathway in to regional walks and tool kit.
- Regional Walk discussion Discuss pathway in to regional walks and tool kit.
- Regional Walk discussion Discuss pathway in to regional walks and tool kit.