Responding to viewer feedback, public broadcasting station, KLRU, made the leap from traditional on-air pledge drives to an online giving campaign. As a nonprofit organization with a strong community following, they took a calculated risk – and it paid off. Combining the power of a crowdfunding event with peer-to-peer, email and social campaigns resulted in stellar results. Exceeded original fundraising goal by nearly 90% Raised 14% of drive revenue from peer-to-peer fundraisers Acquired 28% new donors Susannah Winslow, Membership Director at KLRU, will walk you though the journey and their path to success. Additionally, Miriam Kagan, Senior Principal at Kimbia, will share in the discussion, where together they will offer campaign insights including: The online campaign resonated with their core donor base (60+) P2P + social media = optimal results Online campaign yielded higher net revenue and donor retention than the average on-air pledge drive

1. Nonprofit P2P Success Story:
KLRU Makes The Leap to Online Pledge Drive
1
#KimbiaWebinars

2. Confidential document: Kimbia Inc. 2015
Miriam Kagan
Senior Fundraising Principal
2
Susannah Winslow
Membership Director
@KimbiaInc @MiriamKagan
#KimbiaWebinars
Speakers

3. Confidential document: Kimbia Inc. 2015
Agenda
3
About Kimbia & KLRU
KLRU Case Study
Questions
Next Steps
#KimbiaWebinars
@KimbiaInc

4. Confidential document: Kimbia Inc. 2015
Kimbia is the global leader in crowdfunding events
Helping
19,000+
nonprofits
since
2007
7
of
the
10
largest
crowdfunding
events
ü Delivered
through
patented
widget
technology
ü Focused
on
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opAmal
donor
experience
ü Higher
conversion
rates
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A/B
tests
versus
compeAtors
ü Portable,
scalable
and
easy
to
integrate
with
CRM,
CMS,
Email
and
other
soNware
tools
• Giving
Days
• P2P
&
Team
Raising
• Online
DonaAons
• DIY
• Event
RegistraAon

5. Confidential document: Kimbia Inc. 2015
Kimbia provides an all-in-one solution for…
Online Fundraising
Event Registration
Peer-to-Peer, Team
& DIY Fundraising
Giving Days / Crowdfunding
Custom Forms

6. Confidential document: Kimbia Inc. 2015
The Kimbia Solution
Embedded
in
an
organizaAons
exisAng
website
• Enables
branding
control
• Increases
donor
conversion
by
30%
on
avg
Best
of
Breed,
cloud-­‐based
plaXorm
Mobile-­‐ready
responsive
• No
need
for
web
APIs
to
build
/
style
Social
sharing
integraAon
Works
with
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choice:
• IntegraAon
ease
using
data
APIs
• App
on
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AppXchange
Secure,
PCI
Level
1
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forms
£€
¥
$ MulA-­‐Currency
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Gateways

7. Confidential document: Kimbia Inc. 2015
About
• Austin’s own community licensed public television
station for more than 50 years.
• Vision: KLRU enriches lives and transforms
communities.
• Mission: KLRU's mission is to educate, entertain
and engage children and adults in the Greater
Austin area and beyond by providing distinctive
media experiences that matter, whether on the air,
online or on the ground, and reflecting Austin's
uniqueness and creativity to the world.

8. Confidential document: Kimbia Inc. 2015
Every Day Giving

9. Confidential document: Kimbia Inc. 2015
How do we minimize on-air fundraising drive program
interruption while providing an alternate and supplemental
way to support our local PBS station?
Challenge

10. Confidential document: Kimbia Inc. 2015
• Online Giving Campaign: Utilized crowdfunding techniques
including social media, email campaigns, the use of urgency
and incentives
• Peer-to-Peer: Encouraged viewers/donors to become personal
fundraisers and encourage their friends to give as well
Solution: #YourKLRU

11. Confidential document: Kimbia Inc. 2015
11

12. Confidential document: Kimbia Inc. 2015
• Email
Ø Messaging strategy focused on
communicating a sense of urgency
Ø 47% of site conversions came from email
• Social Media
Ø Engaged viewers and donors around
#yourKLRU hashtag
Ø 27% of site conversions came from social
• Incentives
Ø Program included giveaways for anyone who
donated during specific times or engaged in
social media campaigns
Ø Challenge matches to double donor dollars
Components

13. Confidential document: Kimbia Inc. 2015
Social Media

14. Confidential document: Kimbia Inc. 2015
• Surpassed goal by 89%, raising $94,000 in 5
days
• Increased donor retention
• Dropped the cost to raise a dollar from $0.37
in the average on-air drive, to $0.12 in this
campaign
• Raised 13% net revenue over KLRU’s June
2014 on-air drive
Results

15. Confidential document: Kimbia Inc. 2015
• The online campaign resonated with KLRU’s
core donor base (60+)
Ø Average age of over half the donors was 65.5 (roughly
one year higher than in on-air pledge drive)
• P2P + Social Media = Optimal Results
Ø Advocates raised 24% of total revenue via Facebook
posts and brought in 14% of total campaign revenue
• P2P yielded higher net revenue than the
average on-air pledge drive
Key Insights

16. Confidential document: Kimbia Inc. 2015
• Proven best practices established by the
giving day leader
• Innovative, easy-to-use technology platform
• A robust suite of expert services and support
Ø Kimbia provided tools, strategy and base
support
Why Kimbia?

17. Confidential document: Kimbia Inc. 2015
• While the P2P campaign effectively engaged millennials, the majority
of supporters were of the Boomer Generation or older.
Ø 77% self-identified their age as 55+, while 13% self-identified as
age 44 or younger.
• Email was the most effective promotion channel.
Ø Survey respondents indicated email as the number one way they
heard about #yourklru, followed by on-air spots on KLRU.
• Donors support and embrace KLRU’s new direction of fundraising.
The number one reason survey respondents donated to the
campaign was to support a new direction of fundraising.
Ø 32% were donors making an additional gift, 28% were new
donors, 25% renewed their support and 15% were lapsed
donors.
Post-Campaign Survey

18. Confidential document: Kimbia Inc. 2015

19. Confidential document: Kimbia Inc. 2015
Looking forward
• Supplement next on air-drive with P2P
• Test “minimizing” on air-drive by time by
raising equivalent funds via P2P ahead of
time
• Recruit donors and non-donors to
become more “engaged” constituents:
reach into their networks via P2P
• Test incentives in other channels

20. Confidential document: Kimbia Inc. 2015
Questions?
20
#KimbiaWebinars @KimbiaInc

21. Confidential document: Kimbia Inc. 2015
Next Steps:
21
Check your inbox
for the slides,
recorded webinar
and KLRU case
study!
#KimbiaWebinars @KimbiaInc

22. Confidential document: Kimbia Inc. 2015
www.kimbia.com#
Miriam Kagan#
Miriam@kimbia.com#
@miriamkagan#
#
www.klru.org#
Susannah Winslow#
swinslow@klru.org
22
Contact Information
#KimbiaWebinars @KimbiaInc