It's Working for Us - Could It Work For You? Creative Concepts in Peer-to-Peer Fundraising
1. It’s Working For Us,
Could It Work For You?
Shana Masterson
National Associate Director,
Interactive Fundraising &
Engagement
Greg Borkowski
Manager,
Development
4. We’ll Just Run An Incentive!
Extrinsic incentives do not work in the long term and
REMOVE intrinsic motivation.
Changes focus to "what's in it for me” instead of the
benefit of donating/fundraising.
Fundraising is an altruistic act and “rewarding it” crowds
out the desire to do something good.
Source: DonorVoice 2/6/2013
7. Perceived Value
Increases Decreases
AWESOME Prize! (VIP Tickets,
experiences)
LAME Prize ($25 gift card)
Less often (Well-planned and placed
throughout the season)
More often (Weekly)
Your ONLY chance We offer random stuff all the time!
That sounds easy! (ex. Raise $100
to qualify for a Kindle Fire)
That really is a lot to ask for what you
get (ex. Send 75 emails to maybe get
a $25 gift card.)
Consistent value proposition Inconsistent value proposition
8. Incentive Study:
Communications > Prize
Less > More
Multi-channel
Well-planned
Segmented
Longer at beginning, shorter at end of
season
Use the national incentives
Personal outreach
12. Levels of Engagement
Level 1 (Use local presence)
- Didn’t make goal - New staff
- Web/email needs help - No time
Level 2 (Individual event presence)
- Made goal - Experienced staff
- Established strategy - Have the time
Level 3 (Multiple social presences)
- Level 2 PLUS volunteers
15. National Experimentation
Renewed promotion of #tourdecure and
#stepoutdiabetes
Weekly social media highlights
More cross-posting to national accounts
Smaller, segmented ad buys
Instagram
Social media ambassadors
17. Mobile “optimized” boutique
sites – Same for mobile and
tablet
TeamRaiser difficult to
“mobilize”
Most frequent click-through:
“View complete site”
Donation forms optimized in
Fall 2012
Pre-2013 Mobile
22. Ronald McDonald House Charities
Corporate Team Fundraising
Greg Borkowski
Manager, Development
23. • Grow Overall Fundraising
• Keep costs low
• Increased competition from
competing organizations
• Diversify Fundraising Efforts
Trend Driver: Need to grow overall revenue
Pressure from the Top:
Demand from
Organizational
Leadership
Social Fundraising is…
• Relatively Low Cost to Set Up
• Relatively Low Cost to Maintain
• An Expansion of Fundraising Footprint
26. “But We Do Just Fine with
Traditional Fundraising”
• Traditional fundraising events still have a place.
• However, to expand even our traditional fundraising, we
rely on supporters and their friends.
• The tide toward social fundraising means “asks” for
support by friends are becoming commonplace.
• As your friends and theirs are recruited to support
other charities, if you don’t participate, you may lose
ground you cannot gain back.
RMHC
28. Corporate Team Fundraising
• What does Corporate Team Fundraising
(CTF) mean for RMHC?
• Why is CTF such an appealing option for
national and international partners?
• How does CTF benefit my Chapter?
29. Philadelphia Insurance (Team PHLY)
Campaign Success
• $411,000 total
contribution to RMHC
• 62 RMHC Chapters
engaged, benefited
• 750 employees created
fundraising pages.
• Over 1,700 donors
• Top participant raised
more than $24,000
30. The Goddard School
Results
• 210 Goddard
schools participated
• $25,000 direct gift
from Goddard
• $200,000 total value
of campaign to
RMHC
31. Kleinfelder
31
60 Office Locations
Year-round program of engagement
with local RMHC Chapters and
Houses
Fundraising, PR, and volunteer
activity support to franchisees.
60 Office Locations
Year-round program of engagement
with local RMHC Chapters and
Houses
Fundraising, PR, and volunteer
activity support to franchisees.
32. The Dwyer Group
32
1600 Franchises
Opportunities for “Season of
Sharing” direct fundraising
Year-round program of engagement
with local RMHC Chapters and
Houses
Fundraising, PR, and volunteer
activity support to franchisees.
1600 Franchises
Opportunities for “Season of
Sharing” direct fundraising
Year-round program of engagement
with local RMHC Chapters and
Houses
Fundraising, PR, and volunteer
activity support to franchisees.
33. How to Guarantee Success
• Find your Champion
• Set clear and realistic goals
• Focus on implementation and messaging – a
campaign by itself is not a call to action
34. Activation Kit
• Letter from RMHC
• FAQs
• Fundraising Ideas
• Video tutorials
• Coaching emails
Fundraiser Support
36. Team Fundraising
• Teams raise more money
than those fundraising alone
• Team captains play the most
important role in peer-to-
peer event fundraising
• Traditionally team leaders
raise an average of one third
of the overall participant
revenue
37. Team Captains
• Create/personalize team and
individual page through
online registration
• Communicate with chapter
regarding fundraising efforts
• Motivates office/co-workers
to join and fundraise
• Potentially provides
fundraising tips and ideas
38. Team Members
• Register to join team and
personalizes fundraising
page
• Use email, social media
to solicit gifts online
• Host offline “events” to
raise funds for goal
(Cookouts, jeans day, etc)
• Potentially encourage
co-workers to fundraise
David asked me to assist with Promotions Proclamation
Plus twitter
Increased Competition
Today there are often multiple organizations within a single geographic area that support the same cause. For example, In Houston, there are easily 5 different organizations that support the mission of ending breast cancer or helping individuals impacted by Breast Cancer.
Increased # of traditional RWR style events –
If you think that you can serve your mission just by talking to your existing audience directly, you're missing out on the viral connections. "Don't think you're staying even. If you're not participating, you're losing“
A few years ago it we’d get an occasional charity request; now it’s almost constant. AND people are giving to kickstarter, etc.
Data pulled from http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/, Crowdfunding Industry Report by Massolution put out data showing the