Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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This panel will drill into the basics of what worked and what didn’t work in year-one of a Peer-to-Peer fundraising platform launch. Specifically, the individual effectiveness (or ineffectiveness) of various marketing channels as well as the difficulty of achieving a conversion that goes far beyond a sale. Presenter: Brenna Holmes, Chapman Cubine Adams + Hussey, Emily Dubin Field, City of Hope RELATED LINKS:

Text of Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

  • 1.City of Hope

2. Overview of Presentation The Need and the Importance of P2P The ourHope Site Fundraising Page Examples E-Engagement Strategy Marketing Materials P2P Campaign Take it Personal Stats Lessons Learned Q&A (but please ask questions throughout too!) 3. The Need & The Importance 4. Organizations need to begin to experiment with new fundraising models to supplement the old ones to ensure they are sustainable in the future 5. Peer-to-Peer Fundraising 6. Personal Emails Avg. Open Rate 90% Avg. Donation Rate 25% Organizational Emails Avg. Open Rate 17% Avg. Donation Rate 0.08% > Why Peer-to-Peer 7. Using social media for your peer-to-peer campaign increases fundraising dollars by 40% Twitter users raised 10 times more on their campaigns then non-Twitter users Peer-to-Peer is Social 8. People are more likely to donate if they are asked by a friend or family member 50% of blackbaud survey respondents donated because a friend asked them to Peer-to-Peer is Personal 9. Receiving a donation solicitation from someone you know is 300 times more effective than receiving the same solicitation from an organization Peer-to-Peer is Personal 10. What is ? 11. Why is Important? Incremental revenue for City of Hope Exciting way for City of Hope to attract and engage new donors Provides additional engagement opportunities for existing donors Utilizes latest tools in online giving Peer-to-Peer 12. Everyone! (over the age of 13) Who is For? 13. Average online donation = $60 Average crowdfunding donation = $88.22 Average ourHope donation = $233 Average peer-to-peer fundraiser = $534.49 Average ourHope fundraiser = $1,802 Stands Out 14. All You Need Computer, Smartphone, Or Tablet 15. Get Started 16. Choose Your Theme 17. Sign Up 18. Choose Your Cause 19. Choose Your Cause 20. Page Information and Goal 21. Choose Your Affiliation 22. Fundraising Page Examples Fundraising Tips Video - 23. E-Engagement Strategy 24. Marketing Materials 25. Facebook Shares & Tweets 26. City of Hope Website 27. Digital Signage 28. Newsletter/eNewsletter Articles 29. Trifold Brochure 30. Announcement Email 31. Announcement Letter 32. Take it Personal 33. Detailed Invitation insert Accessible, shareable Instruction Insert 34. Postcard Format Arrived in homes a month after the lead Highlights key components of campaign 35. 17.3% Open Rate Overall 27.6% for HEMO patients! 356,565 emails sent 36. Reach: 30,000 People 101 Shares 4-minute Time on Site 37. Stats 38. Sending through multiple channels resulted in 62.79% of fundraising campaigns People who received the mailing were more likely to become active fundraisers 23.26% 32.56%6.98% 37.21% 39. 0 100 200 300 400 500 600 In last 12 months 519 fundraisers 237 fundraisers (45.6%) set up campaigns in last three months $1,805.51 average per fundraiser myMemorial and mySports raised 71.5% of all donations 40. $- $100,000.00 $200,000.00 $300,000.00 $400,000.00 $500,000.00 $600,000.00 $700,000.00 $800,000.00 $900,000.00 $1,000,000.00 In last 12 months $937,062.73 $704,769 (75.2%) raised in last three months 3,068 donors 70% + new $305.43 average gift 41. P2P Lessons Learned 42. For people of all ages and all $ means Boomers are raising the most Great entry point; easy ask Easier ask for MDs People want to do something and make a difference People want to share their story The fundraising tool you use is the easy part Management and organization support is key Need a team in place and a concentrated effort 43. Campaigns work Matching gifts work Designations work Memorials and Sports are top fundraisers Multi channel marketing works Lead capturing device is important Engagement strategy is key Survey your fundraisers 44. Donor conversion will be the key Fundraiser renewal will be the key Capturing donor connection and affiliation Segmented communications Success leads to more success 45. Thank You! 46. Brenna Holmes Vice President of Digital Chapman Cubine Adams & Hussey Emily Dubin Field, MBA Director of Development City of Hope