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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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City of Hope
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!)
The Need & The Importance
“Organizations need to begin to experiment with
new fundraising models to supplement the old ones
to ensure they are sustainable in the future”
Peer-to-Peer Fundraising
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
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
• 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
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
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
Everyone!(over the age of 13)
Who is For?
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
All You Need
Computer, Smartphone, Or Tablet
Get Started
Choose Your Theme
Sign Up
Choose Your Cause
Choose Your Cause
Page Information and Goal
Choose Your Affiliation
Fundraising Page Examples
Fundraising Tips Video - http://www.youtube.com/watch?v=MAuBv_ZTPvE
E-Engagement Strategy
Marketing Materials
Facebook Shares & Tweets
City of Hope Website
Digital Signage
Newsletter/eNewsletter Articles
Trifold Brochure
Announcement Email
Announcement Letter
Take it Personal
Detailed Invitation insert
Accessible, shareable Instruction Insert
Postcard FormatArrived in homes a
month after the lead
Highlights key components of campaign
17.3% Open Rate Overall27.6% for HEMO patients!
356,565 emails sent
Reach: 30,000 People
101 Shares
4-minuteTime on Site
Stats
• 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%
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
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
P2P Lessons Learned
• 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
• 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
• Donor conversion will be the key
• Fundraiser renewal will be the key
• Capturing donor connection and affiliation
• Segmented communications
• Success leads to more success
Thank You!
Brenna HolmesVice President of DigitalChapman Cubine Adams & [email protected]
Emily Dubin Field, MBADirector of DevelopmentCity of Hopewww.cityofhope.org/[email protected]