PEER TO PEER FUNDRAISING. Retention: It s all about the BASE

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1 PEER TO PEER FUNDRAISING Retention: It s all about the BASE

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6 Churn: the number of participants who do not return to an event from year to year

7 Source: Great Camp Adventure Walk

8 THE VALUE OF AN EXISTING DONOR 6 to 7 number of times more costly it is to acquire versus retain a donor % donor retention rate via the 2015 Fundraising Effectiveness Survey Report. 200 % the increase in lifetime value of a donor database, if donor retention improves by 10% 2

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10 2014 RETURNING PARTICIPANTS

11 NEW VS RETURNING PARTICIPANTS ONLINE FUNDRAISING PERFORMANCE

12 Building loyalty

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14 Build loyalty through liking

15 Critical role of staffing Companies with high employee engagement scores had twice the customer loyalty than companies with average employee engagement levels. - Study: Are They Really On The Job? Organizations with highly engaged employees achieve twice the annual net income of organizations whose employees lag behind on engagement. - Study: The Impact of Employee Engagement

16 Hard to do when HARD TO DO WHEN Before we can truly fix our retention problem, we need to fix our staffing problem. Source:

17 Build loyalty through reciprocity Humans have an evolutionary desire to keep all exchanges fair. We feel indebted to those who do something for us, even if we didn t ask for anything.

18 Build loyalty through reciprocity The implication for marketers is you have to go first. Give something: give information, give free samples, give a positive experience to people and they will want to give you something in return. The implication for P2P retention is to BE AWESOME ALL THE TIME.

19 You had me at hello Surprise Reciprocity Reciprocity is a powerful force, but to truly stand out and earn loyalty, create unexpected wows and exceed expectations.

20 Surprise Reciprocity reciprocity in at action Hello The Dollar Shave Club includes a publication called The Bathroom Minutes and free samples in your shipment. Their box is more than just a new pack of razors. These little surprises keep you coming back for more!

21 Surprise reciprocity in action In the early days of Zappos, customers were told their order would arrive in 3-4 days. Unbeknownst to them, they were automatically upgraded to priority shipping. Imagine their surprise and delight when their shoes arrived the next day?

22 Surprise and delight Wearables/Incentives Participants expect to receive it on event day Mail it in a fun envelope as soon as they earn it Include a hand written note with personal details Soft ask to post a photo and hashtag

23 Surprise and delight Unexpected Rewards at Check In Hi David! As a team captain, we d love you to get a massage on us at the finish line. We re so glad you re here, Sue! Because you ve raised $1,000, you ve been upgraded to the VIP tent. (One week prior) Bob! Because you ve assembled such a large team, we d like to offer you and your whole team access the executive coach to and from the parking area.

24 Surprise and delight Service is your guarantee. Your best loyalty program is to provide personalized service. - Francis Prezeau President of Signature Canada Reciprocity through incentives is appreciated. Personalized service and surprises are remembered.

25 Unplanned Personal Reciprocity Son leaves his beloved stuffed animal, Joshie the giraffe, at the Ritz Carleton hotel, where the family was staying. Father hopes hotel staff will find Joshie, and tells son that Joshie is enjoying an extended vacation. Hotel staff finds Joshie. Father mentions his white lie. Hotel staff wows father and son by documenting Joshie s vacation before returning him.

26 Be fanatical about customer service This goes beyond providing exceptional customer service. Go out of your way to provide random acts of wow for your fundraisers.

27 Building loyalty through consistency Once people make a choice or take a stand, they will encounter interpersonal pressure to behave consistently with what they have previously said or done. 1. Voluntary 2. Active 3. Public 4. Best if in writing

28 Build loyalty through consistency Pledges and petitions in P2P We often see pledges used in advocacy, but they can be extremely effective for P2P. At the height of campaign excitement, encourage participants to sign a digital or live pledge to return the following year. Then thank and remind!

29 Using Surveys to Encourage Consistency Survey uses: Find out what fundraisers are thinking Get fundraisers to commit to their beliefs For those who had a positive experience, taking the survey solidifies their belief and influences future actions (becoming loyal). For those who had a negative experience, the survey has the same effect, but helps to solidify NOT returning. Build Loyalty By Always Being Awesome

30 Retention efforts do not start the day after the event, they start the second someone signs up.

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32 Pairing communications with retention efforts A communication plan is necessary prior to recruiting Create aha moments along the way, throughout the event life cycle

33 COMMUNICATION PLAN: PRE-EVENT Team Captains Past Participants Start by segmenting New Acquisition Determine what they want to hear Target communications for your unique segments

34 NEW VS RETURNING PARTICIPANTS $140 $120 $100 New $119 Returning $80 $60 $40 $20 $45 $21 $56 $0 Walk 5K

35 NEW VS RETURNING PARTICIPANTS NEW PARTICIPANTS RETURNING New Participants Spend time coaching them on the tools and how to fundraise Remind them on the why Returning Participants Don t ignore! Ensure they feel special and show your appreciation for their return Up the ante for this group

36 LEADING UP TO THE EVENT DATE Showcase and acknowledge fundraisers along the way, in your coaching s, newsletters and social media

37 COMMUNICATIONS PLAN: WITHIN 24 HOURS OF EVENT DATE Craft a big THANK YOU message in advance to send the day of the event. It doesn t have to include specific fundraising totals. Celebrate heartwarming moments of the event, its fundraising success, thank participants and volunteers profusely Post similar thank you and great job messages to Facebook and Twitter. Add pictures from the event

38 AWESOME DAY OF Sent day of event Mission Reminder Thank You Encourages involvement

39 POST EVENT SURVEYS ARE A GREAT WAY TO MODIFY THE PARTICIPANT S BEHAVIOR Participation DOES NOT EQUAL Fundraising Participating in an event and fundraising are two separate tasks and two separate asks Use surveys to modify the participant s behavior

40 COMMUNICATIONS PLAN: EVENTUALLY...(BUT DON T WAIT TOO LONG) Announce fundraising totals and final fundraising push in another communication Remind participants of how the funds will be used: VISIBILTY INTO IMPACT Ask participants what other communications they would be interested in

41 UPDATE YOUR WEBSITE ASAP Turn OFF Registration, keep donations Save the date Showcase top teams, participants, donors Drive traffic to other sites (social media, org s website, newsletter sign-up)

42 COMMUNICATIONS PLAN: POST-EVENT During the off season keep in touch and focus on creating mission moments Ensure other departments are aware of your post-event communications plan Announce your save the date, even if you don t have your event setup online.

43 MISSION TOUCHES No asking for money; just provide information Share mission moments Stories/photos work well with testimonials Use a great subject line. How many MORE kids can be cured?

44 Communicate without asking for money

45 Timing is Everything When should you say thanks? When should you ask again? Spend time sowing the oats with your net new data, and reap the rewards later

46 NET NEW DATA: NEW SUPPORTERS IN YOUR DATABASE AS A RESULT OF A CAMPAIGN Personal thank you from leadership. Why are they involved? Create a mission moment with great stories & powerful images. Engage the donor with a survey asking for info & feedback Get involved: list 3 or 4 options. Don t make it cluttered! Message #1 Message #2 Message #3 Message #4

47 WHAT S ON YOUR MIND? Q A

48 RESOURCES... P2P 2014 Fundraising study: the most comprehensive study in the P2P fundraising. Drab to Fab: Peer to Peer Event Makeover: an ebook and guide to help make over your peer-to-peer strategy. TeamAndy Microsite brings all of our peer-to-peer and DIY fundraising resources in to one spot from e-books to videos and everything between.

Fundraising 101: Structuring and Developing an Effective Fund Raising Operation. Lawrence W. Reed President Mackinac Center for Public Policy

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