What's Hot in Peer-to-Peer Fundraising: Industry Trends from Team TR & Friends

transcript

What’s Hot in Peer to Peer Fundraising:Industry Trends From TeamRaiser & Friends

PRESENTED BY:

A FUN, HIP, SMART GROUP OF PEOPLE

LOOK WHO’S TALKING

TR FriendsMark Becker, Founding Partner, Cathexis Partners

Jennifer Brady, Director, Digital Platforms, American Cancer SocietyMelissa Dreyer, Director, Interactive Events, American Cancer Society

Donna Wilkins, Founder & President, Charity Dynamics

Team TeamRaiser (TR)Deepa Karani, Client Strategy Executive, BlackbaudNancy Palo, Senior Strategy Consultant, Blackbaud

• Learn about key social & mobile industry trends• See examples of social & mobile-enabled

TeamRaisers• What’s this we hear about Do-It-Yourself (DIY)

fundraisers?• See DIY fundraisers using TeamRaiser• Make a new friend or two who knows more

about Peer to Peer than you!

HOW WILL YOUR LIFE CHANGE IN THE NEXT 90 MINUTES?

We DON’T want to see this!!

BUT THIS!!

#BBCON TWEET YOUR TRACK:#bbinteractive#bbcultural#bbk12#bbanalytics#bbfundraising #bbcrm#bbfinancial#bbprodev#bblearnlab

LET’S LEVEL SET - WHAT IS PEER-TO-PEER FUNDRAISING?

• A style of fundraising where an organization recruits individual supporters to ask their friends and family to donate to that organization.

WHAT’S PEER-TO-PEER FUNDRAISING?

Non Profit

P2P Fundraising is almost always connected to some form of event or milestone.

What’s HOT in Social

PRESENTED BY DONNA WILKINS, CHARITY DYNAMICSMELISSA DREYER, AMERICAN CANCER SOCIETY

EVERYWHERE

EVERYTHING

ALL THE TIME

SOCIAL MEDIATHREE STRATEGIES

Broadcast

Utilize

Empower

Measurements

• Participants to reach more money• Increase number of donors• Increase average gift size

• Engage and Retain More Participants• Increase registration• Increase team size• Increase percent event participation• Increase retention

Broadcast

•Grow•New

participants and donors

Utilize

•Learn•Seg

mentation, Coaching, 80/20

•Endorsement

Empower

•Impact

•Fundraising, Involvement, Experience, Reduce Churn

AVAILABLE VS. ATTAINABLE

Online Activities

Offline Activities

Profile

Demographic

IMPACT – LOOK FOR THE RIPPLE EFFECT

• Share – forward, like, comment

• Promote – write, campaign, vote

• Create – post, link, integrate

• Extend – augment, adapt

• Support – give (donations, registrations, volunteer)

WHAT IS THE ASK?

EXAMPLES

SHARE IN NAVIGATION AND MULTIPLE PLATFORMS

SOCIAL MEDIA LOGIN

PARTICIPANT PEER TO PEER OPTIONS

SOCIAL MEDIA PAGE

BOUNDLESS FUNDRAISING

ONLINE MOBILIZATION INCL. SOCIAL

70 views or impressions on a post

To reach 70 views or impressions in Boundless Fundraising Application, we need:

ONE Boundless User

SOCIAL COMMERCE AND FUNDRAISING

• Almost 25% of total internet time is spent on Facebook

• Users are 4 times as likely to conduct a transaction inside of Facebook if it is referred to them by a trusted friend.

F-COMMERCE

For fundraising, this means integrated Facebook event registration and

donation transactions.

WHAT CAN WE DO TODAY?

ENCOURAGE TRANSACTIONAL SHARING

LEVERAGE SOCIAL PLUG-INS

In a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and

text posts combined.

ENCOURAGE PHOTO AND VIDEO SHARING

CREATE SHAREABLE INFOGRAPHICS

CREATE SHAREABLE ASSETS

CREATE SHAREABLE VIDEO CONTENT

What’s HOT in Mobile

PRESENTED BY MARK BECKER, CATHEXIS PARTNERSJENNIFER BRADY, AMERICAN CANCER SOCIETY

• 88% of US adults own a cell phone• 55% of these are cell Internet users• 17% report to access Internet mostly on cell phone

MOBILE STATISTICS

Source:

• Responsive Web Design

THE MOBILIZATION OF TEAMRAISER REGISTRATION

MOBILE OPTIMIZED EVENT REGISTRATION

USING THE TEAMRAISER APIS• Cathexis Partner’s “TR2Go” event dashboard

USING THE TEAMRAISER APIS: WWW.SKECHERSFRIENDSHIPWALK.COM• Skechers Foundation’s Friendship Walk

AMERICAN CANCER SOCIETY MOBILE UPDATEFALL 2012

JENNIFER BRADY

1. Background

2. Mobile Strategy

3. Mobile Projects

BACKGROUND

• Why is mobile important to ACS?

WE ARE ALL WIRELESS

Mobile devices are rarely more than 4 feet from their owners.

US Population 311MWireless Subscribers 331M

US wireless penetration 104% (+6% yoy)

US wireless-only households 31% (+5% yoy)

WE ARE ALL MOVING TO MOBILE

• The number of people accessing the mobile Internet is expected to overtake the PC as the most popular way to get on the Web within five years.

• Average Americans spend 2.7 hours a day socializing on a mobile device.

MOBILE REACHES KEY DEMOGRAPHICS

KEY POPULATIONS- AND -ACTIVITIES

MOBILE STRATEGY

• How did we make it happen?

• History: Piecemeal• Expertise: Minimal• Enthusiasm: General• Vision: Vague• Resources: Limited• Urgency: Not Enough

2010: LOW AND SLOW

• Comprehensive strategic plan

• Well-defined priorities• Support from leadership• New vendor relationships• New staff assignments• Budget!

2011: READY TO GROW

• 4 major mobile launches• Measurable impact on

goals• Mobile workflows defined• Integrating with other

channels• More projects and phases

in development

2012: MOBILIZED!

Align with ACS Brand and Digital Channel strategies, and work in concert with Social, Web, SEO strategies.

STRATEGIC ALIGNMENT

ACS BRAND STRATEGY

DIGITAL CHANNEL STRATEGY

Social Strategy

Mobile Strategy

Website Strategy

stay well, get well, find cures, fight back

STRATEGIC OBJECTIVES

Build the Platform and the Process

Integrate and Educate in the Enterprise

Engage Consumers

Improve Mobile Fundraising

• Establish vendor relationships and internal competence that support core mobile program components:- Mobile Web- App Development- SMS (Text Messaging)- Text To Give

• Define workflows, guidelines, roles and responsibilities to manage mobile projects.

• Align with enterprise Demand Management process.

BUILD THE PLATFORM AND THE PROCESS

• Establish mobile as a critical part of the integrated online marketing stream.- Identify mobile needs and business goals in

business areas throughout the enterprise.- Create mobile elements that augment existing

campaigns and programs.• Communicate mobile development processes,

workflows, and best practices to key staff.- Identify, train and enable mobile decision makers

and content managers throughout the enterprise.

INTEGRATE/EDUCATE THE ENTERPRISE

• Use mobile to generate excitement, loyalty, and satisfaction with ACS campaigns and events in the consumer marketplace.

• Extend the Society’s trusted and comprehensive library of cancer information onto mobile devices for fast, easy consumption by cancer info seekers.

• Leverage the intimacy and immediacy of mobile to create measurable mobile health tools that support Signature Strategies.

ENGAGE CONSUMERS

• Develop mobile-friendly donor form (done)

• Upgrade Text To Give program

• Test other mobile transaction modes- Credit card readers such as Square, Sage, Mobilized- Phone-based payment - mobile wallet- Text-to-Pledge- Call center queuing from mobile hot-link- PayPal, Amazon Payments, Serve

IMPROVE MOBILE FUNDRAISING

MOBILE PROJECTS

• Challenge accepted…

MAJOR MOBILIZATIONS

Mobile Webm.cancer.org

m.relayforlife.org

Making Strides Against Breast Cancer

DetermiNation

Mobile AppsRelay For Life

Making Strides Against Breast Cancer

MOBILE WEB

• Information, trust, speed, consumption

M.CANCER.ORG

Objective: Create a mobile-specific version of cancer.org.

Approach: Uses a real-time proxy with dynamic page re-structuring to mobilize all the content on cancer.org (approx. 7,000 pages).

Result: • Mobile-friendly site delivers cancer.org content,

customized for easy viewing on a smart phone.

• Content published on cancer.org: Instantly live on m.cancer.org.

• Puts our trusted cancer information in consumer’s hands when they need it, where they need it.

A MOBILE-FRIENDLY VERSION OF THE OUR FLAGSHIP WEB SITE, CANCER.ORG.

M.CANCER.ORG

• Site launched in October 2011 (on time, on budget).• Key performance indicators all show positive

growth.• Enthusiastic reception by ACS staff, consumers,

media.• Vendor that implemented m.cancer.org also

developed m.relayforlife.org.

• 4.4 million mobile visits since launch• Mobile as percentage of total site visits has

increased

MOBILE TRAFFIC IS INCREASING

MOBILE CONTENT USAGE DIFFERS

Desktop Rank

Desktop Page Mobile Rank

Mobile Page

1 Homepage 1 Learn > Signs and Symptoms of Cancer

2 Learn About Cancer Index Page 2 Homepage

3 Learn > Signs & Symptoms of Cancer 3 Learn > Testicular Cancer > Do I …

4 Healthy > Guide to Quitting Smoking 4 Healthy > Guide to Quitting Smoking

5 Donations Form 5 Healthy > Calorie Counter Calculator

6 Healthy > Calorie Counter Calculator 6 Donate Online Now

7 About Us > Employment Opportun .. 7 Learn > Testicular Cancer > Signs

8 Learn > Breast Cancer Landing Page 8 About Us > Employment Opportun ..

9 Learn > Testicular Cancer > Do I … 9 Make a Donation

10 Get Involved Index Page 10 Cancer Facts and Figures

M.RELAYFORLIFE.ORG

Objective: Establish a mobile website for Relay For Life that provides a mobile point-of-presence for the Relay Experience for both registered and not yet registered users.

Approach: Leverage proxy-style solution to mobilize both UCM and Convio pages cleanly with vendor-based support model that minimizes parallel publishing, allows for easy content updates and minimizes ACS technical and editorial effort.

Result: Launched early June 2012!

M.RELAYFORLIFE.ORG

• Information for both registered Relayers and those interested in learning more.

• Single source publishing across multiple platforms and content owners.

• No additional work for field and event staff.• All content is scheduled to be mobilized, similar to

m.cancer.org.• Mobilization of Convio functionality to launch in late

winter.

MOBILE MAKING STRIDES AND DETERMINATION

Objective: Create mobile-specific versions of the Making Strides Against Breast Cancer and DetermiNation fundraising Web sites.

Approach: Leverage Convio APIs and inherent platform capabilities to produce mobile-friendly pages that deliver the SAME content and similar interactions as desktop site.

Result: User-friendly mobile sites allow supporters to get local info, donate, register. No additional content creation tasks for ACS field staff.

GET LOCAL INFO, DONATE, REGISTER

NO ADDED CONTENT CREATION TASKS FOR ACS FIELD STAFF

INFO FOR BOTH REGISTERED RELAYERS &THOSE INTERESTED IN LEARNING MORE.

MOBILE APPS

• Ease, fun, features, richness, brand intensity

EVENT MOBILE APPS (RELAY AND STRIDES)

Objective: Provide design and feature set direction for updated Relay and new MSABC mobile apps available on iPhone, Android & Blackberry devices. Include current feature set with improved usability and navigation on the front-end and upgrade to HTML 5 code on the back-end. Consolidate two apps under a consistent framework for support and design.

Approach: Work under a rapid application development model with our partner, Charity Dynamics, to deploy ACS-guided updates to the Mobile apps.

Result: Easier to update app for fundraising

RELAY FOR LIFE MOBILE APP

MAKING STRIDES MOBILE APP

‘DIY’ Fundraising is so HOT

PRESENTED BY DONNA WILKINS, CHARITY DYNAMICSMARK BECKER, CATHEXIS PARTNERS

MORE PEOPLE

MORE FUNDRAISING

• Allow you to say YES more

• More people raising more money in the ways that are most comfortable to them

• Online toolkits make it easy for you to say yes to more people

‘DO IT YOURSELF’ (DIY) FUNDRAISING

IT’S ABOUT THE DIY HOST

• High quality donor experience for the “host”

- Create a page with photos, updates, etc.

- Professionally request support for your organization and the mission you care about

- Track donations, follow ups, thank yous

- Introduce friends and family to the organization

TWO CATEGORIESDIY EVENTS

Branded Events

Your IdeaDIY

ALZHEIMER’S LONGEST DAY

MARKETING: AWARENESS EXAMPLE

AWARENESS

CHAMPION COACHING

COLON CANCER FOUNDATION

WATERCAN CHALLENGE 2012

Each “Special Day” option is a

Participant type

“Special Day” display options controlled by “Promo Codes”

SECOND HARVEST FOOD BANK

Only one Participant

Type to support Team Registration

END EPILEPSY YOUR WAY

1. Guidelines for events

2. TeamRaiser configuration- Registration- Waiver- Fundraising tools

3. Mission toolkit

4. Promote awareness of the program

5. eCommunication- Fundraising tips delayed auto-responders- Quarterly community communication- Social Media

6. Social media empowerment tools

7. Corporate sponsorship tips and kits

8. Toolkits for event types

ONLINE TOOLKIT CHECKLIST

WANT TO LEARN MORE ABOUT ‘DIY’ FUNDRAISING??

Boot Camp will help you:• Adopt a healthy fundraising lifestyle• Tone up your mid level fundraisers• Turn flab into social fundraisers• Build a rock solid core by engaging top performers

MARK YOUR CALENDARS FOR PEER-TO-PEER BOOT CAMP NOVEMBER 6-8, 2012!

Special Pre-Boot CampSession on Do It Yourself

Fundraising

November 5, 2012

#BBCON TWEET YOUR TRACK:#bbinteractive#bbcultural#bbk12#bbanalytics#bbfundraising #bbcrm#bbfinancial#bbprodev#bblearnlab Thank you for coming to our

session!

Please provide your evaluation on our session!

And don’t forget to tweet!!

Deepa Karani, Blackbaud

Deepa.karani@blackbaud.com

www.blackbaud.com

Mark Becker, Cathexis Partners LLC

mark@cathexispartners.com

www.cathexispartners.com

Donna Wilkins, Charity Dynamics

donna@charitydynamics.com

www.charitydynamics.com

CONTACT US:

Nancy Palo, Blackbaud

Nancy.palo@blackbaud.com

www.blackbaud.com

Jennifer Brady, American Cancer Society

jennifer.brady@cancer.org

www.cancer.org

Melissa Dreyer, American Cancer Society

melissa.dreyer@cancer.org

www.cancer.org

What's Hot in Peer-to-Peer Fundraising: Industry Trends from Team TR & Friends

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