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Blackbaud Enterprise Customer Summit REDEFINING PEER-TO- PEER FUNDRAISING Amy Braiterman

Redefining Peer to Peer Fundraising

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Page 1: Redefining Peer to Peer Fundraising

Blackbaud Enterprise Customer Summit

REDEFINING PEER-TO-PEER FUNDRAISINGAmy Braiterman

Page 2: Redefining Peer to Peer Fundraising

May 2013 2

Blackbaud Enterprise Customer Summit

AGE OF ENLIGHTENMENT

Page 3: Redefining Peer to Peer Fundraising

May 2013 3

Blackbaud Enterprise Customer Summit

RUN WALK RIDE TOP 30 FUNDRAISING PROGRAMS

Page 4: Redefining Peer to Peer Fundraising

May 2013 4

Blackbaud Enterprise Customer Summit

2012 RUN WALK RIDE TOP 30: MORE PEOPLE LESS EVENTS

Page 5: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

BROADER VIEW OF THE INDUSTRY

Peer to Peer Benchmarking Report• 1,275 organizations• 28,000 events • Events occurred in both 2010 &2011• Nearly $1 billion in online fundraising

each year• Metrics listed in Median Values

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Blackbaud Enterprise Customer Summit

BROADER VIEW OF THE INDUSTRY

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Blackbaud Enterprise Customer Summit

HOW MUCH ARE DONORS GIVING?

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Blackbaud Enterprise Customer Summit

WHO’S RAISING MONEY

Fundraisers30%

Non-Fundraisers

70%

Overall Fundraising

Fundraisers27%

Non-Fundraisers

73%

Online Fundraising

Percentage of Participants Who Raise Money Online Median Runs / Walks with Reg Fee 24.76%Runs / Walks with no Reg Fee 26.73%Cycling Events 68.57%Long Distance Runs / Walks 58.10%

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Blackbaud Enterprise Customer Summit

ONLINE FUNDRAISING 5 YEAR TREND

2008

2009

2010

2011

2012

25%

26%

27%

28%

29%

30%

27%

29%

28%

27%27%

Percent of Participants with 1+ Online Gift

National Events

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Blackbaud Enterprise Customer Summit

RETURNING VS. NEW PARTICIPANTS

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Blackbaud Enterprise Customer Summit

FUNDRAISERS VS. PARTICIPANTS

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Blackbaud Enterprise Customer Summit

FUNDRAISING BY PARTICIPANT ROLES

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Blackbaud Enterprise Customer Summit

WHAT WE KNOW ABOUT FUNDRAISING?

• We know how to raise money.• We’re good at raising money. • Why aren’t we increasing?

Page 14: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

“Provide products that are

more contemporary”

"This is the biggest new product

introduction for KFC in modern times,”

John Cywinski, President, KFC U.S.

“Transform how people think about the brand”

Page 15: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

What changes have you made to your peer to peer program in the last 5 years? In the last 2 years?

Is your strategy different today?

Page 16: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

GOOD TO GREAT

Page 17: Redefining Peer to Peer Fundraising

May 2013 17

Blackbaud Enterprise Customer Summit

GOOD TO GREAT IN P2P FUNDRAISING

0 5 10 15 20 25 30 35

Local Endurance Event

American Diabetes

Association

2012 Run Walk Ride Top 30

Page 18: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

WHAT IT TAKES TO GO FROM GOOD TO GREAT

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Blackbaud Enterprise Customer Summit

FIRST WHO THEN WHAT

Page 20: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

AMERICAN DIABETES ASSOCIATION: FIRST HOW THEN WHAT

Events Team IT / S Marketing Executive Leadership

“We didn’t get more resources, we got smarter with how we used our resources. Everyone plays a role to support the events”

~Kate Giblin-Rooper

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Blackbaud Enterprise Customer Summit

CONFRONTING THE BRUTAL FACTS

Page 22: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

CONFRONTING THE BRUTAL FACTS: P2P

2008

2009

2010

2011

2012

25%

26%

27%

28%

29%

30%

27%

29%

28%

27%27%

Percent of Participants with 1+ Online Gift

National Events

Page 23: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

CONFRONTING THE BRUTAL FACTS: P2P

Zero Online Gifts

7% Participants

=

0% - Revenue

53% Participants

=

0% - Revenue

1-4 Online Gifts

6% Participants

=

10%- Revenue

27% Participants

=

34% Revenue

5+ Online Gifts

3% Participants

=

27% Revenue

3% Participants

=

28% Revenue

LEADERS

TEAM MEMBERS

Page 24: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

AMERICAN DIABETES ASSOCIATION: CONFRONTING THE BRUTAL FACTS

Highest Level of Participation PY

Participant Retention Rate Revenue Retention Rate

Leader

Team Participant

Indiv Participant

Giver (Event or Team)

Total 26%

6%

26%

28%

44%

46%

16%

58%

53%

64%

2011 Retention Rates for 2010 Participants

Loyalty CY Leader Team Participant Indiv Participant Giver (Event or Team) Total

New

MultiYear $1,088

$527

$341

$134

$388

$123

$290

$486

$475

$242

Revenue per Participant (2011)

Loyalty CY % of CY Participants by Loyalty % of CY Revenue by Loyalty

New

MultiYear 36%

64%

53%

47%

Percent of CY Participants and CY Revenue by Loyalty

Total # Leaders

Leaders with $

$0 Leaders

% Leaders with $0

American Heart Walk 75,193 45,637 29,556 39%

Arthritis Jingle Bell Run 6,393 6,024 369 6%

Arthritis Walk 7,454 5,787 1,667 22%

March of Dimes Walk 41,450 25,822 15,628 38%

NMSS Walk 28,430 22,917 5,513 19%

NMSS Challenge 443 419 24 5%

NMSS Cycle 7,859 7,108 751 10%

Quality vs. Quantity

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Blackbaud Enterprise Customer Summit

HEDGEHOG: IT’S WHAT YOU DO

Page 26: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

Page 27: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

AMERICAN DIABETES ASSOCIATION: HEDGEHOG & P2P

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Blackbaud Enterprise Customer Summit

AMERICAN DIABETES ASSOCIATION: GOING FROM GOOD TO GREAT

If we were content with what we’re doing today, we’d be doing a disservice to our constituents

~ Kate Giblin-Rooper

Page 29: Redefining Peer to Peer Fundraising

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Blackbaud Enterprise Customer Summit

I ATE THE BONES

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Blackbaud Enterprise Customer Summit

THANK YOU! QUESTIONS?