Go Fund Yourself: How crowdfunding & peer to peer is dangerously changing fundraising

Go  Fund  Yourself:    How  Crowdfunding  and  Peer  to  Peer  is  Dangerously  

Changing  Fundraising  Farra  Trompeter,  Big  Duck  @bigduck  @farra    

Megan  Keane,  NTEN:  Nonprofit  Technology  Network  @NTENorg  @penguinasana  

About  NTEN    

About  Big  Duck  

The  Power  of  Networks!    

Iden;fy  and  engage  your  audiences  

Peer  To  Peer  (P2P)/Social  Fundraising  

●  Leverages  the  power  of  community  &  networks  

●  Empowers  your  advocates  ●  Turns  your  supporters  into  

fundraisers  ●  The  more  Lme  you  spend,  

the  more  $  you  will  raise  

It  works!    

Source: “Cracking the Crowdfunding Code” via CraigsConnects

What  maGers  to  donors?  

Source: Abila Donor Engagement Study: http://www.abila.com/lpgs/donorengagementstudy/

What  engages  your  donors?  

Source: Abila Donor Engagement Study: http://www.abila.com/lpgs/donorengagementstudy/

What  engages  your  donors?  

Source: Abila Donor Engagement Study: http://www.abila.com/lpgs/donorengagementstudy/

•  Giving  money/making  a  donaLon  •  Hearing  personal  stories  •  GePng  updates  about  accomplishments  •  Receiving  thank  you  notes/giRs  •  ParLcipaLng  in  events    =  Elements  of  crowdfunding  campaigns!  

How  has  fundraising  evolved  today?  

•  Real-­‐Time  •  Public  •  Shareable  •  MulL-­‐channel  •  Personal      

FUNDRAISING  APPROACHES  

CROWDFUNDING  

CROWDFUNDING  

●  Recruits  supporters  for  a  specific  project  

●  May  offer  rewards  or  “perks”  ●  Leverages  power  of  group  giving    ●  Can  be  “all  or  nothing”  

CROWDFUNDING  SUCCESS  

What  you  need  if  using  a  crowdfunding  pla5orm:  ●  Clear  message  –  “ask  boldly”  ●  Rich  media  –  photos  and  videos  invite  connecLon  ●  Share  updates  and  metrics  ●  GamificaLon  -­‐  make  it  a  friendly  compeLLon  

COMMUNITY  CHAMPIONS  

COMMUNITY  CHAMPIONS  

COMMUNITY  CHAMPIONS  

CHAMPION  SUCCESS  

What  you  need  if  launching  a  community  champion  campaign:  ●  Well  connected/known  volunteers  ●  Clear  messaging  –  consistent  structure  ●  InstrucLons  and  resources  ●  Media  support  ●  Defined  goals  and  metrics  

TEAM  LEADER  

TEAM  LEADER  SUCCESS  

What  you  need  if  using  a  team  leader  event:  ●  Community  map  ●  Content  plan  &  messaging  calendar  ●  Ability  to  segment  and  customize  messages  ●  Rich  media  

CREATIVE  CROWDFUNDING  APPROACHES  

●  Moving  beyond  tradiLonal  run  or  walk-­‐a-­‐thon  

●  Memorials,  Donate  Your  Day,  other  original  fundraisers  

●  Gives  supporters  agency  and  choice  for  how  they  want  to  show  their  support  

“I  THINK  I  CAN”  CAMPAIGN  

“I  THINK  I  CAN”  CAMPAIGN  

#GivingTuesday  Source:  MobileCause  h=ps://www.mobilecause.com/downloads/Giving-­‐Tuesday-­‐Infographic.pdf    

B  More,  Give  More  

•City  of  BalLmore  partnered  with  Giving  Corps  for  #GivingTuesday  campaign  

•Brought  together  local  organizaLons  and  involved  community  in  giving  process  

•Raised  $5.7  million  in  single  day  

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CREATING  YOUR  PLAN  

STEP  1:  GOALS  

What  is  success  for  your  organizaEon?  ●  Amount  of  dollars  raised  ●  Average  giR  size  ●  New  donors  recruited  ●  Donors  that  renew  their  giRs  ●  New  contacts  on  email  list  or  social  

STEP  1a:  GOALS  

What  is  success  for  your  donor?  ●  Feels  like  they  are  making  a  difference  ●  Sense  of  accomplishment  ●  Sense  of  belonging  ●  Pride  and  ability  to  share/influence  

others  

STEP  2:  COMMUNITY  

Who  needs  to  be  involved  for  success?    How  will  you  engage  them?  ●  Staff  ●  Board  members  ●  Champions  or  Leaders  ●  Donors  ●  Members  

STEP  3:  CONTENT  

What  messages  and  media  will  you  use?  ●  Stories  of  impact  ●  Stories  from  donors  ●  Videos  from  staff  or  programs  ●  Photos  for  members  or  donors  

STEP  4:  TOOLS  

What  pla5orms  will  you  use?  ●  DonaLons  ●  Messages  ●  Updates  ●  Sharing  ●  RecruiLng  

STEP  5:  MEASUREMENT  

What  will  you  measure  in  real  Eme  and  aHer  the  event?  ●  Amount  of  dollars  raised  ●  Average  giR  size  ●  #  of  new  donors  recruited  ●  #  of  donors  that  renewed  their  giR  ●  #  of  new  contacts  on  email  list  or  social  

TIPS  FOR  SUCCESS  

Get  integrated!    

Fundraising  is  a  team  effort  -­‐  get  everyone  involved  early  with  the  planning  in  order  to  achieve  greater  buy  in  and  ownership!  

IDENTIFY  CORE  PARTICIPANTS  EARLY  

Find  your  iniEal  team  of  leaders  ahead  of  Eme:  ●  Who’s  been  a  team  leader  in  the  past?  ●  Who’s  asked  for  a  larger  opportunity  to  

contribute?  ●  Who’s  influenLal  in  your  community  –  don’t  

forget  to  include  board  members  or  coaches,  etc.  

●  Who  is  well-­‐networked  in  your  community  or  town?  

MAKE  IT  EASY  

Make  leading  as  simple  as  possible:  ●  Create  a  leader’s  kit  with  instrucLons  and  

examples  ●  Provide  a  video  of  how  to  use  the  tools  ●  DraR  example  messages  for  recruitment  and  to  

help  leaders  create  their  fundraising  pages  ●  Give  people  plenty  of  Lme,  but  sLll  put  

deadlines  out  there  to  create  urgency    

PROVIDE  SUPPORT  

Leaders  will  need  support  beyond  day  1:  ●  Plan  for  weekly  updates  to  leaders  from  the  

organizaLon  with  highlights  and  encouragement  ●  Create  easy  onboarding  for  leaders  who  join  

late  ●  Provide  starLng  goals  so  leaders  have  a  sense  of  

whether  they  are  on  track  and  need  support  ●  Showcase  teams  doing  well  to  encourage  more      

SEND  UPDATES  

Keep  it  alive!  

Source: http://ohmygodcats.com/wp-content/uploads/2013/07/Cat-Questions.jpg