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Best Practices for Peer-‐to-‐Peer Fundraising
7/7/16 1pm Eastern
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Before we get started »
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Our guest presenter »Todd Baylis| @qgiv • President and a founder of Qgiv • Treasurer for the Lakeland Area Economic Development Council
• Director for the Imperial Symphony Orchestra.
• Previously Director for the United Way of Central Florida, the Lakeland Area Chamber of Commerce, Camp Fire USA Sunshine Council (Past President), and as a past Steering Committee Member of Lakeland Vision and Emerge Lakeland.
Leveraging a Network of Networks
P2P Fundraising
Little About Me
President & Co-Founder of Qgiv
Live and work in Central Florida (Lakeland)
We work with over 1,800 organizations that raise more
than $100MM online annually.
First, Why Peer-to-Peer?
Effective use of your organization’s influencers
– Introduces you to their audience, expands your reach
Other people telling your story
– Builds more trust and deepens your brand
Targeting different audiences than you currently do
– Reduces supporter and donor fatigue
Sustainable revenue from year to year if managed
Types of P2P Events & Structure
Event Driven
– Typically Runs/Walks/A-Thon
Campaign Driven (Crowdfunding)
– Issue or appeal driven, sometimes tied to an existing event
DIY (Do-It-Yourself)
– Ties fundraising to milestone personal events (birthdays,
anniversaries, weddings, etc.)
Examples – Event Driven
Event is the primary focus, with
fundraising attached as a
primary appeal.
People can register and/or
fundraise with the event.
Typically athletic events or A-
thon type events
Thermometer shows progress
toward fundraising goal
Leaderboards show fundraising
leaders & competitors
Examples – Campaign Driven/Hybrid
Lakeland Volunteers in Medicine
Recruited community leaders to participate in an already
existing swan boat race
Participants combined online fundraising with off-line
methods (signs, get-togethers, etc.)
Fostered friendly competition with badges, leaderboards,
and thermometers
20 participants raised more than $60,000 for the event.
Junior Achievement Bowl-a-thons
Chapters across the country host multiple
events each year
Companies compete as teams to raise
money for the organization
Easy to set up the event home page and
include resources for a large number of
participants
Updates in real time and can be displayed
during the event
Event Examples - DIY
Participant dedicates life event
(birthday, anniversary, wedding,
etc.) as reason for raising money
Includes a special message from
the fundraiser, but the style and
theme of the page are set up by
the nonprofit
Potential donors can see who else
has donated
Creating a page is simple and
designed per life event
Benefits of P2P vs. Traditional Appeals
Your influencers telling your story is more powerful (and
more likely in campaigns versus events)
Top of funnel development for donors and moves
management
Donations are seen as in support of the participant and not
directly associated with the organization
– BUT, P2P donors know only a little about you. Educate them.
Participant Engagement
Foundation of success occurs months before the first
participant engages with the platform
Identify, recruit and train your best influencers
(participants) on the platform OFFLINE
Reinforce the story and WHY they are participating and
WHY you need their help
Participant Engagement
Spend resources building content, messaging strategy and
all default communications
Platform selection is vital and at a minimum should provide
ease of use, mobile/responsive design, and promote
competition and gamification
Be sure to allocate the necessary resources and staff to
plan and manage the campaign. It is a full time job for a
few months.
Specific Strategies
Always provide a sense of urgency and a deadline of some
sort
Expect procrastination and minimize its effect (lean on
your influencers)
Event Timing Study
Specific Strategies
Templates are key to the success of an event. Default
personal messages, email templates and social media posts
will mostly not be altered except by your core influencers.
Provide training (offline) and getting started guides for
fundraisers, in addition to utilizing welcome quests
Examples of Participant Resources
Overview sheet to
educate the public about
your organization and
event
Fundraising tip sheet
Printable promotional
material in postcard
format
Specific Strategies
Badges are simple, yet
effective
Consider offering real-life
prizes tied to badges or
fundraising goals
Finally, DO NOT charge to
fundraise or participate in
Campaign or DIY P2P
Events
Like Everything, P2P is a Process
Building a success campaign is a multi-year process and
requires disciplined execution
Set stakeholder expectations appropriately, learn from
mistakes or inefficiencies encountered with your specific
audience and adapt next year.
Questions?
https://bloomerang.co/resources
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How to Captivate and Engage Constituents with Your Website
Thursday, July 14th – 1:00pm Eastern
Jay Wilkinson
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