managing diy fundraisers workshop at 2013 run walk ride conference
DESCRIPTION
After years of resisting supporter requests to “do their own thing”, smart nonprofits realize that there is lots of money to be made in allowing supporters to leverage peer-to-peer fundraising in their own ways. Donna Wilkins of Charity Dynamics and Nancy Palo of Blackbaud show you how to increase revenue by providing independent fundraisers with the support they need without overextending your staff.TRANSCRIPT
DIY Fundraising 2.0
Past, Present and Future
What Activities
Raised the Most in
the Past?
What Is Trending in the DIY Space?
What Are Our
Strategic Goals?
Keep Up With Technology
Responsive Configuration
Social Gamification
Mobile Friendly is the New Standard
Social Media is Not An Option
Introduce Gamification Into Experience
Survey DIY Fundraisers
SWOT ANALYSIS
Managing DIY Fundraisers
Managing Your DIY Fundraisers
ACQUISTION
COACHING
RETENTION
ONLINE EXPERIENCE
Acquisition
Acquisition: Marketing
Internally: always promote your campaign as on option to support your organization.
• Promote it on your website homepage• Create display ads for your most visited pages• Feature successful fundraisers – both individuals & activities via every asset:
website, social media, e-newsletters and printed materials
Externally: Create a brand for your campaign and utilize your organization’s media partners to promote the campaign.
• DIY fundraisers make great local news stories• Tie DIY fundraising to awareness campaigns• Paid advertising may be appropriate in special situations
Acquisition: Start Collecting Names!
Acquisition: Lapsed ParticipantsLife Happens. Give Participants Another Option to Fundraise.
Acquisition: Donors
Introduce DIY fundraising in welcome series email campaign and encourage donors to do more.
Use it as a gateway to P2P fundraising for major donors, board members, volunteers and more.
Acquisition: New Donors
Org Donors: 20%
Event Donors: 36%
DIY Donors: 71%
*Data from single organization in 2013
Coaching
Coaching: Staff Support
Qualify Fundraisers Through Registration
Assign Staff Time By Potential
Monitor Through Reporting
Sample Ranking Matrix
Connection to Cause
Family: 3
Other: 2
None: 1
Goal
$5K: 3
$1K: 2
$100: 1
Previous Fundraising Experience
Event: 3
Other : 2
None: 1
Coaching: Customer Service
Recognize your DIY fundraisers in the same manner you recognize your other fundraisers, volunteers and donors.
Coaching: Recognition
Coaching: Recognition
Coaching: Email Strategy16
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RECRUITMENT: Past Participants
RECRUITMENT: New Acquisition
COACHING: Registered Participants
Milestones
Autoresponders
Suggested Messages
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The event date
The event type (bake sale, marathon, etc.)*
When the participant enters the coaching stream**
When the participant should no longer receive coaching emails
* You may have this information depending on the setup of your event
** This applies to traditional events as well
What You Won’t Know
?
Registration Date
Personal Goal
Number of Donations
Amount Raised
Percent of Goal
Emails Sent
Self Donor Status
Team Captain Status
Team Member Status
Personal Page Status
Sample of What You May Know
How To Use What You Do Know
Dynamic Content
Static Content
Retention
Higher Fundraising; Lower Retention
5 Ways to Retain DIY Fundraisers1. Just like events, show their impact and how their fundraising has made a
difference.
2. Refresh your campaign annually and invite them to refresh their fundraising.
3. Identify fundraising timelines and develop triggers to reengage.
4. Create annual fundraising awards or celebrations for DIY fundraisers to encourage competition.
5. Provide passport opportunities for fundraisers to try multiple ways to fundraise for you.
Online Experience
Online Experience: Website
Website
Registration Process• Contact Information• Fundraising Activity Details• Inspire Goal Setting and Self Donations• Drive Action
Fundraising Tools• Personal Page• Email Tools
SentEmail
Updated Personal
Page
Made a Self
Donation
Updated Goal
Optimize Online Behaviors That Drive Revenue
Online Experience: Social
Online Experience: Communities
Online Experience: E-Commerce
Keep Up With Technology
Responsive Configuration
Social Gamification
Mobile Friendly is the New Standard
Social Media is Not An Option
Introduce Gamification Into Experience
DIY Campaign Styles Online
All Inclusive
Two Ways to Fundraise
Two Ways to Fundraise: Two Campaigns
Multiple Ways to Fundraise
Multiple Ways to Fundraise
SINGLE Fundraising Campaign
Build Upon Existing Campaign
Build Upon Existing Campaign
Questions?