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DIY FUNDRAISING

PART TWO

SEPTEM B ER 26 , 2013

10/2/2013 Blackbaud Confidential 2

• To keep noise down we will mute all phones.

• Please chat your questions in, we have people in chat who will monitor

and respond.

• Slides, recording and resources will be posted on the CCC Webinars

page for downloading, you will also receive a follow up email.

• There will be a thread in the Community where you can post questions

following the webinar. Simply search “September Webinar” in the

Community to find the thread. From there you will be able to find the

“Part 1” of this collaborated series in case you have not seen it.

HOUSEKEEPING

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MEET YOUR PRESENTERS

Nancy Palo

Senior, Strategy Consultant

Jori Taylor

Interactive Consultant, Go! Program

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• Review DIY Fundraising Highlights

• Promoting Your DIY Program

• Communicating with Your DIY Fundraisers

• Other DIY Best Practices

• Questions

AGENDA

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D O I T Y O U R S E LF FU N D R A I S I N G

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HOW STARBUCKS INFLUENCED DIY FUNDRAISING

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DIY FUNDRAISING BENCHMARKS

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• Third Party Fundraisers needed

access to the online tools

available for NMSS marquee

events

• Local Chapters needed an

easy-to-deploy, easy-to-

manage, localized DIY solution.

• National HQ needed to expand

their fundraising footprint in a

consistently branded, Chapter-

friendly way.

• NMSS worked with Blackbaud

Strategic Services using

TeamRaiser to create a national

Do It Yourself Fundraising

Program that could be

customized by local chapters.

• Set a first year goal of $300K

and raised more than $1.8

million.

• One chapter Increased

fundraising average from

$500 to $6,300 with the

inclusion on online tools

• Launched a national

campaign with one consistent

brand all on the same day.

“TeamRaiser not only provided us the platform to raise

more money, it enabled us to improve our business

practices around DIY and cultivate a new audience of

fundraisers.”

Betty Ross, AVP

Campaign Development at National MS Society

NMSS DO IT YOURSELF FUNDRAISING

Challenge Solution Results

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P R O M O TI N G Y O U R D I Y C A M PA I G N

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• Website

- Get Involved

- Donate

- Volunteer

• Publications

• Welcome Series

• Programs and Services

• Board Engagement

INTEGRATE IT INTO EVERYTHING

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Advocates

Ambassadors

Event Attendees

Staff Donors

Mission Recipients

Volunteers

ENGAGE EVERYONE

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GET SOCIAL

• Promote DIY Fundraising on all

of your social media channels.

• Recognize your DIY Fundraisers

as they are fundraising

• Encourage your DIY fundraisers

to promote their fundraisers via

both their channels and yours

• Create #hashtags for your DIY

campaign

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PROMOTE IT ALL YEAR LONG

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FEATURE IT ON DAYS CONNECTED TO YOUR MISSION

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#GIVINGTUESDAY

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INSPIRE THROUGH STORY TELLING

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C O M M U N I C AT I N G W I TH Y O U R D I Y

FU N D R A I SER S

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• Autoresponders

• Email Campaigns

• Milestones

• Suggested Messages

• Coaching Emails

TYPES OF MESSAGING IN TEAMRAISER

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Send Email

Update Personal

Page

Self Donation

THREE ONLINE BEHAVIORS THAT DRIVE REVENUE

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OPTIMIZING AUTORESPONDERS & MILESTONES

• Follow-Up Autoresponders

- Four opportunities to coach fundraisers based on registration date.

- Sample Schedule & Messaging:

• 1. Three Days: Focus on Personal Webpage

• 2. Seven Days: Focus on Sending Email

• 3. Ten Days: Focus on Social Media

• 4. Fourteen Days: Follow Up Reminder

• Milestones

- Emails triggered by fundraising milestones

- Sample Schedule & Messaging:

• $100: Thank you for Fundraising!

• $250: Half Way there!

• $400: You are almost there!

• $500: Congratulations!

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DIY COACHING EMAIL STRATEGY

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EMAIL STRATEGY FOR EVENTS

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RECRUITMENT: Past Participants

RECRUITMENT: New Acquisition

COACHING: Registered Participants

Milestones

Autoresponders

Suggested Messages

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EMAIL STRATEGY FOR DIY EVENTS IS DIFFERENT

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RECRUITMENT: New Acquisition

COACHING: Registered Participants

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• The event date

• The event type (bake sale, marathon,

etc.)*

• When the participant enters the coaching

stream**

• When the participant should no longer

receive coaching emails

* You may have this information depending on the setup of your event

** This applies to traditional events as well

WHAT WE WON’T KNOW

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• Registration Date

• Personal Goal

• Number of Donations

• Amount Raised

• Percent of Goal

• Emails Sent

• Self Donor Status

• Team Captain Status

• Team Member Status

• Personal Page Status

WHAT WE WILL KNOW

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DIY COACHING

EMAIL TEMPLATE

Dynamic Content

Static Content

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THE POWER OF DYNAMIC CONTENT

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THE POWER OF DYNAMIC CONTENT

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• Send coaching emails weekly/bi-weekly/monthly and include: - A clear call-to-action in EVERY email

- Relevant content, tips and tools in EVERY email

• Always include: - Link to the Participant Center (with autologin)

- Login credentials

- Participant’s personal fundraising progress

- Fundraising or tool tips

- Special content for Team Captains (or specific participant behaviors)

• Encourage participants to:

- Update personal pages

- Add personal photos and stories

- Kickoff fundraising efforts with self donations

- Send emails (regularly) to family and friends asking for a donation

• Ask your inner circle first (those folks you know will donate)

• Then expand your network after contacting your inner circle

• Regularly post content to social media (like Facebook) to coincide with the

delivery schedule of the messages in the coaching email campaign

GENERAL TIPS FOR DIY COACHING EMAILS

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O TH E R D I Y B E S T P R A C TI C E S

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• Does your organization have

merchandise that DIY fundraisers

can sell to raise additional funds?

• Does your mission have a virtual

item that you can associate with a

donation?

• Enable your constituents to create

custom merchandise for their

fundraisers/

INTEGRATE E-COMMERCE

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CUSTOM MERCHANDISE

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CREATE AN ENDURANCE TEAM

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Q U E S TI O N S