The Importance of Peer-to-peer Fundraising (and Social Giving)

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Keynote session at the 2012 Digital Leap conference in Toronto. The session discusses the convergence of Social Media and Peer-to-peer fundraising. Social media has become an effective new channel for p2p fundraisers, allowing them to reach a broader pool of prospective donors. Furthermore, organizations are beginning to specifically recruit individuals who are highly networks within their own social networks as team captains and fundraising leaders.

Text of The Importance of Peer-to-peer Fundraising (and Social Giving)

  • 1. THE IMPORTANCE OF PEER -TO-PEER FUNDRAISING AND SOCIAL GIVING Mark Davis Director of Product Marketing, Interactive Solutions Blackbaud05/03/2012 Digital Leap 2012 1
  • 2. Mark Davis @MCDAVIS705/03/2012 Digital Leap 2012 2
  • 3. WHATS THE VALUE OF SOCIAL MEDIA05/03/2012 Digital Leap 2012 3
  • 4. 05/03/2012 Digital Leap 2012 4 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  • 5. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud05/03/2012 Digital Leap 2012 5
  • 6. 05/03/2012 Digital Leap 2012 6 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
  • 7. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 201205/03/2012 Digital Leap 2012 7
  • 8. $653 $215 $224 $62 $32Offline Donor* Online Donor* Facebook Team Team Like** Member*** Captain*** Sources: * 2011 donorCentrics Internet and Multichannel Giving Benchmarking Report, Blackbaud ** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge *** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud 05/03/2012 Digital Leap 2012 8
  • 9. 90 percent trust recommendations by friends more than traditional advertising* 63 percent of users choose consumer ratings as their preferred source of information about products and services** Sources * Nielsen Global Online Consumer Survey, 2009 ** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 201105/03/2012 Digital Leap 2012 9
  • 10. THE CONVERGENCE OF P2P FUNDRAISING AND SOCIAL MEDIA05/03/2012 Digital Leap 2012 10
  • 11. Who Are Peer-to-peer Fundraisers?05/03/2012 Digital Leap 2012 11 The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 2011
  • 12. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 12
  • 13. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 13
  • 14. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 14
  • 15. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201105/03/2012 Digital Leap 2012 15
  • 16. WHATS NEW05/03/2012 Digital Leap 2012 16
  • 17. INTEGRATING SOCIAL MEDIA INTO YOUR P2P FUNDRAISING CAMPAIGN05/03/2012 Digital Leap 2012 17
  • 18. 05/03/2012 Digital Leap 2012 18
  • 19. 05/03/2012 Digital Leap 2012 19
  • 20. 05/03/2012 Digital Leap 2012 20
  • 21. USING SOCIAL DATA TO FIND AND TARGET KEY INFLUENCERS05/03/2012 Digital Leap 2012 21
  • 22. S O C I A L D ATA : T H E F O U R S O C I A L I N F L U E N C E R R AT I N G S 1 - Key 2 - Engager Influencers 1% 5% 45%3 - Multichannel 4 - Standard 49% Consumer Consumer = 1% 05/03/2012 Digital Leap 2012 22
  • 23. USING SOCIAL DATA TO IMPROVE TARGETING & ACQUISITIONThe Situation: For DetermiNation event series, how to target the right audienceThe Goal: Increase success of targeted Direct Mail campaignThe Strategy: Find those individuals who are interested in this type of event andwill be able to raise sufficient fundsThe Tactics: Optimize Direct Mail by: (a) Targeting Engagers and Key Influencers, who (b) Have existing athletic behavior and participation (marathoners, triathletes, cyclists, exercise buffs, etc.) 05/03/2012 Digital Leap 2012 23
  • 24. EVENTS: IMPROVING RETENTIONThe Situation: Huge loss of participants every year. If the team captain leaves,the whole team vanishes.The Goal: Increase retention of participants by 10%+The Strategy: Identify those individuals who are (a) on a team and (b) havestrong social influence as back ups for the team captain position next year andcultivate them.The Tactics: Use Social Influencer rating to identify key participants. Providespecial cultivation opportunities pre, during and post event.05/03/2012 Digital Leap 2012 24
  • 25. GOING MOBILE - THE WHO, 197105/03/2012 Digital Leap 2012 25
  • 26. Mobile will be the #1 method of accessing the internet05/03/2012 Digital Leap 2012 26
  • 27. MOBILE APPS: TRACKING Y