Run, walk, swim, cycle and skip your way to P2P success! Meredith Campbell HomeMade Digital Australia

Transcription

1 Run, walk, swim, cycle and skip your way to P2P success! Meredith Campbell HomeMade Digital Australia

2 Why should you care? Source: Pareto s State of the Donation 2015

3 But beware: monsters beyond here.. USA Canada Australia Top 30 P2P LY $1,663,875,295 $294,211,947 $153,840,407 Top 30 P2P RY $1,622,780,216 $275,407,368 $148,281,343

4 Farming Unicorns Targeted recruitment of participants through promotion to your own database, and specific event-related marketing. Provision of a P2P fundraising platform that maximises the connection with your mission, enhances fundraising potential and enables data retention. An optimised communication journey to maximise fundraising participation and income. Creating an identifiable, tribal community of passionate supporters who can attract others to join

5 A little math. Avg Don Retention Avg FR Avg FR Online % FR Cycle $ % $ $ % Endurance $ % $ $ % 5k $ % $34.17 $ % Walk $ % $65.51 $ % * 2014 Blackbaud Peer to Peer Fundraising Study

6 The Top Four How do you raise more money from your Peer to Peer events? More participants More participants fundraising Participants fundraising more Donors donating more

7 More Participants Mobile responsive and optimised - and web Facebook custom and lookalike audiences Optimised landing pages Optimised registration forms Stewardship (retention) Multi-channel

8 More Participants Fundraising Integrate registration and fundraising process Upsell in registration Get them started fast Make it easy Get incentivised and tactical Follow the 5 key tips but one at a time

9 The 5 key tips Make your own donation everyone you know Get social Update your personal page tell your story blog! and poke them again ; )

10 Participants Fundraising More Monthly payments for self donations Suggested goals and stretch goals Averages Story telling Tangible impact dollar handles Incentives Recognition Team up

11 Donors donating more Donation page optimisation Monthly pledging Stewardship what did you do with the money and how did it help? Direct donor appeals to donate again to their participant

12 Choose your weapon White label/fully custom vs generic platform Cost set up/annual/ongoing/commission Cost/resource required for customisation Responsive design Page and form optimisation, regular giving White label/platform branded Control over e-communications Triggered/automated communications Reporting/access to data Fundraising tools Analytics UX test drive

13 A powerful communications journey The most effective fundraising journeys have the following characteristics: 1. Recognising new and / or returning participants 2. Inspiring and enabling fast fundraising planning how to activate participants within the first 48 hours after registration 3. A mix of planned communications, tactical promotions or incentives, and stewardship including a welcome journey to start them off, and a ramp-up journey in the final weeks before event 4. They are planned in an integrated, multi-channel manner 5. s promote a case for support plus only 1 or 2 actions. Those actions are relevant to the participant at that moment. They might be based upon time since registration, their fundraising behaviour to date, their past performance on the event or the proximity to the event day.

14 Say it like you mean it Dear Meredith Thank you for your generous donation to xxxxxxx. You are an inspiration! Each day, xxxxxxx works to support xxxxxxxxx. Your donation enables us to xxxxxxxxxx. I don't know where we would be without amazing people like you. Thank you. Kind Regards, xxxxxxxx CEO OFFICIAL RECEIPT

15 Say it like you mean it.. Dear Meredith, Thank you for registering for the xxxxxxxxx. Your registration number is xxxxxxx.. A unique fundraising web page has been created for you: For future reference, your log in details are below: Username: xxxxxxxx Please note: You will need to collect pack one week out from the event. Blah, blah, blah, blah.. Many thanks for your support. Events Team ******************************** Tax Invoice xxxxxxxxxxxxxx

16 Say it like you mean it Your Progress: Your Goal $xxxx Raised so far $0 Register a friend Send an Event information Statistics Event goal Impact (1 event, 1 out of 17 s) Story..

17 Tell me a story One in two Australians will be diagnosed with cancer in their lifetimes. Today, 20 Aucklanders will have a conversation with their doctor that starts something like this, I m so sorry, you have cancer. Or..

18 Tell me a story

19 Going the distance Conversion to regular giving Stewardship Fast follow up Multi-channel Rewards: $100,000 P2P event 10,000 $100, 10% conversion rate to $29 a month = $34,800 in first 12 months.

20 Incentives that work Are meant to inspire action we use them to prod people to start fundraising, or get registered by rewarding them with something. The incentive has to be attractive, and inspiring something they want. Branding helps us but an incentive with a big logo on it is not that inspiring. Incentive artwork should inspire them to take action, be attractive, and at best recognise their commitment and the cause Tactical use of incentives time limited, multi-channel, every child wins a prize vs go in the draw

21 Impact Strategy: One week tactical registration drive to past participants, segmented by connection to cause, , SMS, register or register a friend to go in the draw to win xxxx. One week phone project to all $0 balances, segmented by connection to cause, , SMS, give or get one donation to receive a gym bag. Results: 300+ registrations 6% reduction in $0 balances, $32,766 raised from that group alone

22 Impact Strategy: Ideal comms plan with fast fundraising tips and welcome call, and tactical incentive campaign to raise $150 or get 3 donations over first weekend. Results: 58% of registrants raised at least one donation. $32,000 raised over the weekend (from 170 participants). 30% $0 balances

23 Best in class Targeted recruitment of participants through promotion to your own database, and specific event-related marketing. Provision of a P2P fundraising platform that maximises the connection with your mission, enhances fundraising potential and enables data retention. An optimised communication journey to maximise fundraising participation and income. Creating an identifiable, tribal community of passionate supporters who can attract others to join

24 Useful links 2014 Blackbaud Peer to Peer Fundraising Study: 4 th Annual City2Surf Survey: Hubspot conversion centred design: Donation page optimisation: