Crowdfunding: START NOW!DIOCESE OF TRENTON’S 2018 #GIVINGTUESDAY STORY

Christine Prete, Diocese of Trenton

Neil Harkins, Blackbaud

Christine Prete

@harkinsneil

Neil HarkinsASSOCIATE DIRECTOR DEVELOPMENT OPERATIONS

DIOCESE OF TRENTON

MANAGER, SOLUTIONS ENGINEER

BLACKBAUD

#bbcon-IVERSAY

If you remember nothing else…

Crowdfunding is an opportunity for everybody. You can move quickly.

Learn on the job.

Diocese of Trenton

• 4 Counties in NJ (Monmouth, Ocean, Mercer & Burlington)

• 700,000 Catholics (19% attend Mass regularly, 270k registered)

• 99 Parishes

• 31 Elementary Schools

• 7 High Schools

Diocese of Trenton’s Strategic Alliance with Blackbaud

• 20+ year client

• Raisers Edge® & Blackbaud Raisers Edge NXT®

• Blackbaud Target Analytics®

• Persistent Key

• Credit Card Updater

• Blackbaud Attentive.ly™

• Previously used everydayhero. Now using Blackbaud Peer-to-Peer Fundraising™ powered by JustGiving™

• Actively evaluating Blackbaud Church Management ™

Our Vision

• Develop in-house technology expertise

• Explore opportunities to grow and diversify revenue

• Create new engagement opportunities and activate new supporter demographics

Our Challenges

• Inability to communicate consistently with parishioners

• Effectively engaging parishioners in diocesan ministry success

• Perception of giving to Diocese

• Engaging key stakeholder group- schools

• Expertise in next generation digital fundraising

The AHA Moment(s)…

“We don’t need to have done this before…”

“We don’t need supporters who have done this before…”

“Our Schools can be Crowdfunder's…”

Fundraiser shares story

Friends & Network see story Friends & Network donate

A New Fundraiser is

Recruited and the process

repeats

What is Peer-to-Peer Fundraising?

Crowdfunder

Supporters and Community Supporters and Community

A New Crowdfudner is

Recruited and the process repeats

What is ?

Viral

Incentives

Empower the Crazy

The Opportunity = #GivingTuesday + Schools

• Nationally recognized branding

• Innovative alternative to traditional fundraising

• Attracts nontraditional segment of our donor base

• Chose our Catholic Schools as a beta test as a smaller sub segment of the broader diocesan fundraising efforts

• Enhancement to our already existing Catholic Alumni Partnership®

The Key Players

• Recruit our internal team to make it all happen based on expertise

• Office of Development – Fundraisers

• Office of Catholic Schools – School Awareness

• Office of Communications – Marketing and Communications

The Campaign: Catholic Schools HAVE it ALL

• Collaborated with our marketing team to create materials to promote #GivingTuesday

• Instructions given to each school on how to promote #GivingTuesdaythrough various media outlets

• Printed Flyers: school backpacks

• Suggested social media posts

• #GivingTuesday video shared via school and Diocesan social media and school websites

• Ad in parish bulletins**

Campaign Execution: Print Flyers

Campaign Execution: 12 Social Media Posts

The Solution

#GivingTuesday Crowdfunding Hub

Aggregated fundraising

Prayers and Volunteers

Crowdfunding

• Each school owns their own page

• Post and create content

• Share via their social

• Integrated data into Raiser’s Edge

We did it!Money Raised

• $67k..without this would have seen 13% drop in funds

• Average Gift up 40%

New Supporters

• 130x new supporters in one day- 4X entire of previous year

• Average donor age was 48m- what is it normally?

Collaboration

• School success- 25x Schools who took part all raised more in 18/19 than previous year

• Successful multi-functional team experiment

What Next Now…2019

• More time…

• A campaign is not just for #GivingTuesday

• Drive all school giving via crowdfunding

• Dedicated social media

• Using Blackbaud Peer-to-Peer Fundraising™ powered by JustGiving™

• Exploring other crowdfunding opportunities

“What is the cost of doing nothing?”

Crowdfunding is an opportunity for everybody. You can move quickly.

Learn on the job.AND GET RESULTS.