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Using Data to Drive Your P2P Fundraising Strategies
This document summarizes a webinar about using data to drive fundraising strategies. The webinar discusses benchmarking fundraising performance against industry averages, reviewing past performance metrics, and identifying opportunities for growth. Specific tactics discussed include increasing the percentage of registrants who fundraise, helping good fundraisers raise more, and setting goals based on an organization's unique strengths. The webinar is part of a series providing tips on using data and engagement to improve peer-to-peer fundraising.
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Using Data to Drive Your P2P Fundraising Strategies
- 1. The Skinny onStrategy Using Data to Drive Your Strategies
- 2. Kathryn Hall Sr. ClientSuccess Manager Blackbaud Amy Braiterman Principal Strategy Consultant Blackbaud Your Hosts:
- 3. Join us forthe rest of the series • The Skinny on Strategy: Using Data to Drive Your Strategies Tuesday, May 12 | 1:30–2:00 p.m. ET • The 411 on Engagement: Learning Online Fundraising “Tells” Tuesday, May 19 | 1:00–1:30 p.m. ET • Event Websites—The Situation Room: Must-Haves and Don’ts Thursday, May 21 | 2:00–2:30 p.m. ET • Messaging Mojo: Making Over Your Emails Tuesday, May 26 | 1:30–2:00 p.m. ET • Talk Data to Me: Preview of the new P2P Fundraising Study! Thursday, May 28 | 2:00–3:00 p.m. ET
- 4. When do Iactually have the time to get fab? Planning / Ramp Up ExecutionWrap Up
- 5. Tone Your DataGame • Benchmark your campaign performance against industry averages • Understand your campaign’s performance over time and opportunities for growth • Identify prime audiences for recruitment and cultivation • Develop coaching strategies to maximize participant fundraising behaviors
- 6. Master Your OwnStats • Before your campaign starts, review your data from the previous three years, if available. Look at key metrics: • Event-level data: – Online and offline fundraising growth – Participation growth – Retention rates • High-level fundraising performance metrics: – Average gift amount – Average value per participant – Percent of participants fundraising
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- 8. Benchmarks help youuncover opportunities… if you use them right
- 9. At a Glance:Sample Walk Program P2P Fundraising Scorecard Total Online Revenue • 8% YOY increase Percent of Fundraisers • 2% YOY • 31% of Walk Registrations Fundraise Online Average Raised Online • $57.40 raised per participant Good Could be better Needs Improvement
- 10. “Makeover” Starts Here •KPI: 10% growth in online fundraising • Calculation: – How many online fundraisers will you need? – What should their average funds raised be? • Tactics: – We will do X to convert more participants to fundraisers – We will do Y to retain more team captains and top fundraisers – We’ll enhance our coaching strategy to help average fundraisers become great fundraisers
- 11. Sample Walk: Total OnlineRevenue KPI 1: Walk is growing; eight percent year over year! But, we want to keep growing. Where is the opportunity for our program? Begin by breaking down online revenue into different buckets: • Fundraising: Online Donations • Personal Donations made during the registration • Registration Fees This is your new baseline moving forward. 80% of revenue from fundraising. Data from 2014 Peer to Peer Fundraising Study. Coming soon! 81% 16% 3% P2P Walk Benchmark: Revenue Distribution Online Donations Personal Donations Registration Fees
- 12. Benchmark: Sample Walk TotalOnline Revenue 76% 24% Walkers New vs. Returning P2P Benchmark New Returning KPI 1: Walk is growing 8% year over year! But, we want to keep growing. Where is the opportunity for our program? Hint: Event revenue growth came from a 25% increase in registrations! Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!
- 13. Benchmark: Sample Walk TotalOnline Revenue 76% 24% Walkers New vs. Returning P2P Benchmark New Returning What do we know about New vs. Returning Participants? • Returning walkers use online tools: 19% of returning walkers send emails compared to 7% of new walkers • Returning walkers raise more online: $147.70 compared to $37.43 raised by new walkers • Returning receive larger online donations: $69.36 compared to $54.30 received by new walkers Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon!
- 14. Benchmark: Sample Walk TotalOnline Revenue 76% 24% Walkers New vs. Returning P2P Benchmark New Returning Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon! 15% 19% 24% 15% 18% 20% 0% 5% 10% 15% 20% 25% 30% 2011 2012 2013 3 Yr Trend: P2P Benchmark vs. Sample Walk P2P Benchmark Sample Walk
- 15. How about CyclingEvents? Is this an area of opportunity? 42% 40% 41% 51% 0% 10% 20% 30% 40% 50% 60% 2012 2013 2014 Industry Benchmark % of Riders Who Return Online Hmm… We have room to improve here!
- 16. Benchmark: Sample Walk ParticipantsFundraising Data from 2013 Peer to Peer Fundraising Study Published April 2014. New Study Coming Soon! 30% 70% Registered Walkers Fundraisers Non-Fundraiser KPI 2: Walk is growing; 31% of registered walkers are fundraisers! We beat the benchmark. But, we want to keep growing. Where is the opportunity to grow? More about the event: • Steady increase in percent of participants fundraising in the last three years. • We’ve increased our focus on participants making a personal donation during the registration process.
- 17. Benchmark: Sample Walk OnlineRegistrations vs. Fundraisers 69% 19% 12% New P2P Benchmark: Registered Walker by Donations Received Zero 1 Donation 2+ Donation Data from 2014 Peer to Peer Fundraising Study. Coming soon! 69% 21% 10% Sample Walk: Registered Walker by Donations Received Zero 1 Donation 2+ Donation
- 18. Benchmark: Sample Walk OnlineRegistrations vs. Fundraisers Data from 2014 Peer to Peer Fundraising Study. Coming soon! KPI 2: Percent of Fundraisers • Asking participants to make a personal donation is a great tactic to reduce $0 Walkers. • But, making donation during registration does not make someone a fundraiser. How do you increase percent of fundraisers? • Look at your event website, is it clear this is a fundraising event? • Make the registration process work for you; messaging around fundraising goal • Segment your participants: • Develop a communication plan for participants who donate during registration • 1st Follow Up message, post registration should acknowledge their donation 69% 21% 10% Sample Walk: Registered Walker by Donations Received Zero 1 Donation 2+ Donation
- 19. • KPI 3:Average amount raised by participant - $57.40 meets P2P Walk Benchmark • Questions to ask: – What is the average raised by typical fundraisers? – What is the average raised by top fundraisers? Benchmark: Sample Walk Amount Raised by Participants
- 20. • Our goalis to help our good fundraisers become great fundraisers • Strategy: Develop a multi-channel communication plan that targets fundraisers (2-4 Online Donations) • Tactics: email segmentation, online badges, fundraising coaches, milestone messages • Learn more! Join us for The 411 on Engagement: Learning Online Fundraising “Tells” Tuesday, May 19 | 1:00–1:30 p.m. ET Benchmark: Sample Walk Amount Raised by Participants $50.73 $56.50 $57.45 $148.89 $150.59 $151.66 $701.25 $704.89 $710.00 $0.00 $100.00 $200.00 $300.00 $400.00 $500.00 $600.00 $700.00 $800.00 $900.00 $1,000.00 2011 2012 2013 Top Fundraisers (5+ Online Donations) Good Fundraisers (2-4 Online Donations) All Participants
- 21. “Drab to Fab”To Do List Make a date with yourself, after your season, to really dig into your numbers Choose “3” areas for strategic enhancements and outline your tactics for “fab” results for the coming season Check back against your goals during the season. Adjust as necessary.
- 22. Set Goals Basedon Who You Are • Benchmark against yourself • If you’re a zebra, be a zebra - Make the right choices regarding KPIs for you.
- 23. Thank you! Joinus for the rest of the series • The 411 on Engagement: Learning Online Fundraising “Tells” Tuesday, May 19 | 1:00–1:30 p.m. ET • Event Websites—The Situation Room: Must-Haves and Don’ts Thursday, May 21 | 2:00–2:30 p.m. ET • Messaging Mojo: Making Over Your Emails Tuesday, May 26 | 1:30–2:00 p.m. ET • Talk Data to Me: Preview of the new P2P Fundraising Study! Thursday, May 28 | 2:00–3:00 p.m. ET Accessorize your peer-to-peer program with tips from the ebook. Get it today!
Editor's Notes
- #5 Different priorities in different phases of the life cycle. There is a time for strategy and a time for applying tactics.
- #8 https://www.blackbaud.com/nonprofit-resources/p2p-fundraising-study - Blackbaud Peer-to-Peer Fundraising Studies
- #11 This year we had 100 online fundraisers and they brought in $50,000 in donations. Next year we want to bring in $55,000 in donations. If everybody brings in $50, then we need 100 more fundraisers. Alternately, if we increase average fundraising to $60 a person, then we only need 83 more fundraisers
- #12 Now let’s look at where we can get more insights into the possible tactics from benchmarks
- #13 Growth in event from recruitment brings in new people. There is a lot of opportunity in focusing on RETENTION as well as recruitment. Returning fundraisers raise more money. Focus on creating a culture of people who care about your cause, who come back … cultivate the long-term, returning supporter.
- #15 Even if we have respectable growth – the industry is outpacing us.
- #23 Industry surveys and whitepapers can help you decide which areas to emphasize the most. Once you have established a baseline for your event performance, you have your own benchmarks Make the right choices regarding KPIs for you. For example, with Arthritis Foundation’s Jingle Bell Walk, they decided at a certain point they would “bless and release” those runners who just wanted to run and have fun, after a certain point they wouldn’t try to convert them to fundraisers. http://www.worth1000.com/entries/369070/zebsaurus