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City of Hope

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: http://ccah.com/ http://www.cityofhope.org/ salsalabs.com/support-community/blog

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Page 1: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

City of Hope

Page 2: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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!)

Page 3: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

The Need & The Importance

Page 4: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch
Page 5: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

“Organizations need to begin to experiment with

new fundraising models to supplement the old ones

to ensure they are sustainable in the future”

Page 6: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch
Page 7: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Peer-to-Peer Fundraising

Page 8: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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

Page 9: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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

Page 10: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

• 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

Page 11: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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

Page 12: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch
Page 13: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

What is ?

http://www.youtube.com/watch?v=leViRGFpkFo

Page 14: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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

Page 15: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Everyone!(over the age of 13)

Who is For?

Page 16: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

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

Page 17: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

All You Need

Computer, Smartphone, Or Tablet

Page 18: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Get Started

Page 19: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Choose Your Theme

Page 20: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Sign Up

Page 21: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Choose Your Cause

Page 22: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Choose Your Cause

Page 23: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Page Information and Goal

Page 24: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Choose Your Affiliation

Page 25: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Fundraising Page Examples

Fundraising Tips Video - http://www.youtube.com/watch?v=MAuBv_ZTPvE

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Page 31: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch
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E-Engagement Strategy

Page 33: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch
Page 34: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch
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Page 37: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Marketing Materials

Page 38: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Facebook Shares & Tweets

Page 39: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

City of Hope Website

Page 40: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Digital Signage

Page 41: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Newsletter/eNewsletter Articles

Page 42: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Trifold Brochure

Page 43: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Announcement Email

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Announcement Letter

Page 45: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Take it Personal

Page 46: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Detailed Invitation insert

Accessible, shareable Instruction Insert

Page 47: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Postcard FormatArrived in homes a

month after the lead

Highlights key components of campaign

Page 48: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

17.3% Open Rate Overall27.6% for HEMO patients!

356,565 emails sent

Page 49: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Reach: 30,000 People

101 Shares

4-minuteTime on Site

Page 50: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Stats

Page 51: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

• 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%

Page 52: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

August

Septem

ber

October

November

December

January

Febru

aryMarc

hApril

MayJune

July0

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

Page 53: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

August

Septem

ber

October

November

December

January

Febru

aryMarc

hApril

MayJune

July $-

$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

Page 54: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

P2P Lessons Learned

Page 55: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

• 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

Page 56: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

• 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

Page 57: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

• Donor conversion will be the key

• Fundraiser renewal will be the key

• Capturing donor connection and affiliation

• Segmented communications

• Success leads to more success

Page 58: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Thank You!

Page 59: Social Work: Learnings from a Peer-to-Peer Fundraising Platform Launch

Brenna HolmesVice President of DigitalChapman Cubine Adams & [email protected]

Emily Dubin Field, MBADirector of DevelopmentCity of Hopewww.cityofhope.org/[email protected]