Best Practices for Peer-to-Peer Fundraising

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  • Best Practices for Peer-to-Peer Fundraising

    7/7/16 1pm Eastern

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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 organizations 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.

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