! Turbo Charge your Peer2Peer fundraising!! Craig Shackleton!! Major Events Development Manager! Everyday Hero

Transcription

1 ! Turbo Charge your Peer2Peer fundraising!! Craig Shackleton!! Major Events Development Manager! Everyday Hero

2 Agenda for this morning s session 1. Understanding your supporters and the space - Research 1. Quantitative Understanding what they do and the impacts 2. Qualitative Detecting unmet needs and understanding how they feel 3. Analysis of EDH data 4. Technological influences 5. Category Growth 2. A framework to grow your P2P fundraising across all P2P 3. Some things about the technology you should know about 4. Some points to consider for City2Surf, and others 5. A peek into the future of the EDH Supporter Account (Quantified Giving).

3 1. Quantitative research. 4 th consecutive year Only ongoing study of its type focused on P2P Supporters and Donors Independent, with thanks and acknowledgement to More Strategic 2014 study soon to launch

4 Study design SUPPORTERS 5,609 outbound surveys 464 different charities in panel 834 Respondents 14.8% response rate 273 Charities represented Average raised $679 by panel: $908 by respondents DONORS 5,000 outbound surveys 374 different charities in panel 330 Respondents 6.6% response rate 165 Charities represented Average donation $60 more strategic

5 Supporters 5

6 Volume Value analysis of Panel > % 3% 1% 5% 2% 7% 3% 11% 7% 9% 7% 12% 13% 11% 7% 20% 35% 41% Share of Amount Share of Number 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Just 6% of fundraisers account for 35% of revenue whilst 41% of fundraisers account for 7% of revenue. Analysis from 5,609 panel members more strategic

7 Target and amount raised banded Target 2001 or over 23% 4% 17% 57% Target 1001 and % 9% 45% 22% Under $700 Raised Target 701 and % 16% 36% 5% $ Raised $ Raised default % 12% 6% 1% Over $2000 Raised Tgt under $700 91% 5% 4% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Only 9% of people sekng a target below $700 exceed their target. 41% of people sekng a target above the default but below $1,000 reach or exceed their target more strategic

8 Running v Raising v 2012 I hadn't really thought about fundraising unrl I registered and then decided to fundraise 20% 30% I was most interested in raising funds and though the City2Surf was a good way to do so 21% 29% I was most interested in running the City2Surf and thought it was a good way to raise funds 38% 47% 0% 10% 20% 30% 40% 50% The 2013 group were more planned in their intenron to fundraise. However the event srll takes precedence. more strategic

9 Choosing and Amount raised Total 25% 33% 12% 31% I had agreed to be part of a team raising finds for the charity before I registered 36% 32% 13% 19% I scrolled down the list provided to find a charity I liked The charity asked me to raise funds for them I had decided before I registered for the event 14% 20% 32% 30% 29% 36% 13% 11% 12% 21% 44% 41% under $250 between 250 and 700 between 701 and or over I do all my fundraising for this organisaron 20% 39% 11% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Those recruited by the charity or with a clear idea of their favourite cause were more successful in their fundraising. Scrollers and team members were slightly less successful more strategic

10 Best PracAce on average raised $2,000 $1,901 70% $1,800 $1,600 60% $1,400 $1,200 $1,000 $800 $600 $400 $200 $- $1,287 Set myself a challenging target $1,194 $689 $669 $669 ed everyone I can (not just everyone I am willing to) Suggested a specific donaron amount (for example $67 will allow the charity to do xyz) $1,177 $1,200 $742 Followed up my iniral with a reminder $699 Reminded people to donate when I meet them socially $1,130 $1,153 $808 Made changes to the standard Supporter Page page provided by the charity $675 Shared the reasons why I care about this cause on my Supporter Page 50% 40% 30% 20% 10% 0% Average when did this Ave No Survey Av 2013 Did this The greatest impact on amount raised is suggesrng a specific donaron amount which increases income by 184% BUT is only done by 7% of respondents more strategic

11 Best PracAce on average raised $1,800 $1,600 $1, % 90% $1,400 $1,200 $1,000 $800 $600 $1,073 $723 $972 $1,041 $814 $791 $1,248 $746 $750 $1,032 $623 $1,173 $823 80% 70% 60% 50% 40% 30% Average when did this Ave No $400 20% Survey Av $200 10% 2013 Did this $0 Uploaded a personal photo to my Supporter Page Posted links and messages on my facebook or other social media pages Directly asked people for donarons using social media such as facebook Told people what their donaron could achieve for Charity Told people what reaching my target could enable Charity to do Personally thanked every donor Shared informaron from the charity with people I have asked 0% The second highest impact is by telling people what reaching my target would achieve BUT only 23% of people did this 11

12 s sent and amount raised Can you remember roughly how many people you ended up sending s to asking them to donate through your Supporter Page? Total 24% 33% 12% 31% I cannot recall 39% 31% 10% 20% Less than 10 48% 33% 10% 9% 10 to to 50 14% 28% 34% 44% 15% 7% 37% 21% under $250 between 250 and 700 between 701 and to % 28% 17% 43% 1001 or over 101 to % 19% 15% 52% Over % 17% 7% 63% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% There is a very clear relaronship between sending more s and raising more money. 12

13 How frequently did you visit your supporter page? Frequency and Value $1,800 45% $1,600 $1,400 $1,530 $1,355 Average of Amount Raised to Date 40% 35% $1,200 $1,000 $1,040 30% 25% $800 $600 $400 $551 $429 $364 $431 20% 15% 10% $200 5% $0 Every Rme I received a donaron Daily Every 2 to 3 days Weekly Every couple of weeks Only once or twice I didn't ever visit it ager I set it up 0% There is a clear correlaron (though not causaron) between the frequency of visirng the page and amount raised. 13

14 Social Media Use Did you share your Supporter Page or post about your fundraising efforts using social media? $1,200 $1,000 $957 $1,082 90% 80% 70% $800 60% $600 $400 $200 50% 40% 30% 20% 10% Average of Amount Raised to Date % who did this $0 Yes No 0% Over 75% shared informaron on social media but this alone does not increase income. It requires commitment. 14

15 Social media and amount raised $1,800 $1,690 90% $1,600 $1,400 $1,315 $1,335 80% 70% $1,200 $1,000 $800 $600 $400 $200 $0 $946 $897 AutomaRcally linked my Supporter Page to my Facebook page when I registered $995 $1,038 $846 $826 $852 $838 $843 Posted to my Rmeline/wall Made a status update Posted on a friend's Rmeline/ wall Posted to a group page Sent to one of more friends in a private message 60% 50% 40% 30% 20% 10% 0% Did this Did NOT Survey Ave % doing this PosRng outside your own area significantly increases value but is rarely undertaken

16 Donors 16

17 Volume Value Dona&on (panel) >101 6% 31% % 24% % 1% 24% 29% Share of Value Share of Volume % 25% % 25% 0% 5% 10% 15% 20% 25% 30% 35% As with most fundraising 6% of donors contributed 31% of value whilst a 25% of donors, those giving under $20 contribute just 7% of value

18 Generosity by Trigger 40% 37% 35% 30% 25% 20% 15% 10% 25% 24% 21% 27% 10% 17% 22% 27% 20% 18% 24% 8% 11% 11% Saw it through facebook I received an and donated immediately I received an and donated later 5% 0% $20 or less between $21 and $30 between 31 and 50 between $51 and 100 Over $100 Those who saw it through facebook were more likely than the average to give $30 the Event average was $60 more strategic

19 Variable Ask How would you have responded if the fundraiser had suggested an amount to donate and related this to a specific ac&vity of the charity? For example if they had said " a dona&on of Variable Ask will help fund something tangible and specific for the charity"? This is slightly lower than previous studies but srll suggests over a third could be upgraded. 19

20 Variable Ask and generosity How would you have responded if the fundraiser had suggested an amount to donate and related this to a specific ac&vity of the charity? For example if they had said " a dona&on of Variable Ask will help fund something tangible and specific for the charity"? 40% 35% 30% 25% 20% 15% 10% I would probably have given the suggested amount I would have given the same amount that I did Total 5% 0% $20 or less between between 31 between $21 and $30 and 50 $51 and 100 Over $100 The upgrade would be most effecrve on the $21 to $30 band. However, even at the higher value more would have accepted than stayed the same (although not giving at all was also associated with higher value gigs) 20

21 In the next 12 months how likely are you to: Giving Again Nearly half say they are likely to donate and this rises to 75% if asked by the fundraiser not the charity. Whilst almost certainly overstated it suggests high receprvity given their passion and alignment etc. 21

22 How people see this type of giving Would you agree or disagree with the following statements about supporrng someone who is taking part in the City to Surf? Generally giving in this way is seen as different and incremental 22

23 2. Qualitative Research!!! Jess Pearson! National Development Manager! Everyday Hero

24 Qualitative research 12 month programme. Only in-depth study of its type focused on P2P Supporters Objective: To unearth new insights into the emotional rewards and motivations that drive people s giving behaviour Independent, with thanks and acknowledgement to:

25 1 Fundraising isn t a true measure or value of passion and why I support or want to support

26 In fact Fundraising is work.(sigh)

27 2 Giving is bigger and more emotionally meaningful than fundraising Giving can include time, voice, energy and.money!!! Calories?! Kilometres?! Blisters?

28 3 Feedback and acknowledgement are almost nonexistent Time and time again supporters report being left alone and having no idea whether their efforts made or are making a difference

29 4 There is no connection to community Supporters would like to gain a sense of others who are involved in the same Causes and Charities as themselves. This creates a sense of community and moving issues forward

30 3. Analysis of EDH data.

31 Small Actions Make Big Differences Action Taken in Isolation Avg Page Total Increase Avg # donations Increase $259 X 3.47 X Add 1 photo/video $ % % Add 1 blog post $ % % Send Thank You s $ % % Do all of these actions $ % %

32 4. Technology influences

33 Mobile and Social continue to grow

34

35 5. Category growth continues Measure The Age Run Melbourne Participants 27,500 85,000 45,000 29,500 40,000 Funds raised $1.85M $4.20M $970K $1.3M $479K These 5 events alone brought in 40,679 opt-in peer donors to well over 600 charities in 2013 And we know there are more events in the Australian marketplace than just these

36 That s fine Craig. but Peer to Peer fundraising is just so easy!!! All you do is create a page, post to Facebook, and send an

37 Is it?! Is it Really?!! Have you ever stopped to think what you and your supporters are actually being asked to do?

38

39 And research tells us..

40 In the 2012 fundraiser and donor motivation study 43% of respondents reported being disappointed with their own fundraising effort.

41 In fact fundraising is the last thing they do. Particularly in the running events!!

42

43

44 Cutting through it all! What we are talking about here is..! An oldie, but a goodie

45

46 The Peer to Peer category is growing at 30% year on year and few organisations are really investing in it to fully leverage this growth.

47 I raised $7,150 in the xxxxxx for the charity and did not even receive a note of thank you, nor where the money went or was spent. Next time I will think twice about donating and fundraising...i m sorry but where I come from a simple thank you goes a long way...please respect the fact that I don't want a reply from you, but just wanted to share some feedback. Regards A very disappointed John Citizen

48 And if you think that I am too biased, here s what Seth Godin has to say.

49 Godin describes the way in which we need to change our thinking to fit with a peer- to-peer orientated approach which involves flipping the funnel such that it becomes a megaphone, with enthused and well equipped advocates using Web tools to shout-out to their personal networks on the charity s behalf. We need to move from the direct marketer s focus of building and mailing mass contact lists and develop new online fundraising products that supporters will want to take to their friends and wider networks themselves. As we flip the funnel and our supporters become a key channel through which we communicate, the professional fundraiser s role will increasingly become that of community manager rather campaign manager, as each community fundraises in the way that works best for them

50 Boiling it down!! The research and observations led us to the development of the Event Optimisation Workshop/Framework to help our charity partners evaluate and benchmark their performance

51 2. Event Optimisation Workshops!! The goal: To deliver More passionate participants... with higher fundraising ambitions... Having a more enjoyable experience asking more people... for more money... introducing more people to your CAUSE and the Events Ultimately making more positive impact to the community and the world

52 Event Optimisation Workshop Process 1. Event performance 5. Strategies to overcome issues and grow the event 2. Peer2Peer insights 4. Issue idenrficaron 3. Supporter Journey analysis

53 1. Event performance 5. Strategies to overcome issues and grow the event 2. Peer2Peer insights 4. Issue idenrficaron 3. Supporter Journey analysis

54

55 1. Event performance 5. Strategies to overcome issues and grow the event 2. Peer2Peer insights 4. Issue idenrficaron 3. Supporter Journey analysis

56 Beautifully obvious insights from years of research. 1. Fundraising is secondary for most acknowledge the challenge! 2. Most fundraisers are new and lacking confidence 3. A lack of clarity around what I can achieve leads to disappointment. 4. A higher target is associated with higher income and potential to exceed. 5. Specific, tangible and personal strongest influencers of value. 6. More s = more $$ 7. Fundraisers who follow up initial requests raise more. 8. P2P fundraisers are willing to do more of the same. 9. Asking again 9 months is when they feel comfortable 10. Fundraisers are still not providing insight or guidance on what to donate. 11. Over 70% of fundraisers ran with a friend, family member or as part of a team. 12. Get teams to focus on fundraising.

57 Small Actions, Make Big Differences Action Taken in Isolation Avg Page Total Increase Avg # donations Increase $259 X 3.47 X Add 1 photo/video $ % % Add 1 blog post $ % % Send Thank You s $ % % Do all of these actions $ % %

58 1. Event performance 5. Strategies to overcome issues and grow the event 2. Peer2Peer insights 4. Issue idenrficaron 3. Supporter Journey analysis

59 Peer-2-Peer Supporter Journey 1. ACQUISITION Where we create the opportunity. Decide to Fundraise Decide to register Decide to participate ACTIONS Recruitment Acknowledge challenge 2. ACTIVATION Maximising the potential of the event. Build page Set Target Fundraising total Don t share page and ask Share page and ask No response WOM Social Media ACTIONS Story telling Target setting Sharing Asking Encouragement/ Contact 3. CONVERSION Grow supporter base. Build relationships and recurrence. Fundraiser thanks donor Charity thanks fundraiser Donation Charity thanks donor Fundraiser social network ACTIONS Thanking Recognition Retention Relationship building Retained participant Ongoing contact New supporter

60 1. Event performance 5. Strategies to overcome issues and grow the event 2. Peer2Peer insights 4. Issue idenrficaron 3. Supporter Journey analysis

61 Acquisition - More passionate participants Issue Not enough people are running in this event for our charity Tactic campaign to past runners (and their donors?) Banner/button/icon for event on your website Interview previous runner and highlight experience include in EDM newsletters with CTA to run for you Engage your corporate partnerships CSR this is the easiest way to support us etc promotes employee wellbeing, social conscience etc Leverage school contacts and ask them to enter teams to run for you Under-utilised previous participants Ask last year s participants to become TCs and create teams friend get friend how do they become advocates for you? Lack of awareness of opportunity - External Press releases for local magazines/newspapers SET A PUBLIC GOAL (tangible) Dedicated search campaign (Google Grant?) to encourage signups Lack of awareness of opportunity - Internal Get your business to agree to a goal (pitch/case study) and work backwards

62 Activation - Foster passionate fundraisers (higher fundraising ambitions asking more people for more money) Issue Enhance storytelling, ensure participants are communicating to their peer network the wonderful work you do Structured communication plan to drive and improve activation Lack of internal resource to engage big group of Supporters Supporters feeling isolated need to feel part of a collective Tactic and strategies Develop a welcome pack,(electronic) that helps people with their story telling.. Evoke personal stories from participants and share with all Supporters and fundraisers Develop activation plan that aligns to key dates leading up to the event 6 weeks, 4 weeks, 2 weeks 1 week and post event. The objective of the plan is to convert as many inactive fundraisers to active as possible Dedicate energy to team captains (possibly your past runners), and develop a communication plan for them. Provide them with the tools to motivate and coach Communicate to supporters as a team. Publish your Team Goal. Consider training sessions or in person functions (bond to your organisation/cause) Set up a Facebook event (Acquisition tool also) More pages with $1+ at the end Weekly scan of supporter data develop dedicated comms to $0 Explore corporate partners to invest in fundraising incentives for your runners

63 Conversion growing supporter base build recurrence Issue Tactic Returning Supporter reward/symbol Establish a Running Honour Board. Seeking commitment for 2014 Next Year s success starts this year Acknowledge 1. Capitalise on immediate post event goodwill with follow up communications seeking a early commitment to Offer to cover their registration for a 2015 commitment 2. Publish collective amounts raised to ALL participants tell them what you are doing with the funds people need to see impact 3. Following on from above idea establish a keep running style campaign or core message that sets an expectation for ongoing support in running events to help defeat Cancer etc Send all participants an SMS on the morning of the event thank them! Acknowledge the race/challenge Change out Facebook Cover Photos + Twitter backgrounds with congrats message

64

65 3. Some things about the EDH technology you should be aware of 1. Fully mobile optimised using responsive design Fundraising is on the Move! Give your supporter tips and tactics to perform when they are out and about 2. Social Media Integration meaning a one-click social share of page content easily get your page content out to social they can now also set an auto-share to Facebook of their ongoing page content 3. Map My Fitness Integration tell your supporters about it - it will help you raise more! Connecting monetary and non-monetary effort, and help them engage with their page 4. Custom Leaderboard Technology splitting out groups of teams or pages (competitions and/or Corporate participation) 5. Donor Uplift activated on all public events it s adding 3.4% on the top

66

67 4. Some points to consider for City2Surf, and others 1. Set up a charity team page on the EDH platform promote this through EDM and social media. There s a quick how-to guide on your seats! 2. Engage with City2Surf now! It s not too late the majority of fundraising will happen in the next 6 weeks! Over 200 charities have raised money so far 3. Keep visiting the Everyday Hero charity resources site to see all live and upcoming events to access our research attend a webinar your success is our success charity.everydayhero.com.au 4. Reach out to your account manager, or our Charity Sidekick, Ellen nonprofits@everydayhero.com.au or to talk further 5. Ask us for your charity slug this can form part of a special URL construct you can send people to it takes them to an EDH event/ campaign site to sign up and pre-selects your charity from the list of hundreds. Set this up for all of the key events and link from your website!

68 5. A Sneak Peek into EDH s Future

69 In Summary Take the time to analyse and think about your participation in the Running Events using the framework we ve been through today Use the EOW framework to analyse and plan your own P2P events too! Understand the research and know how to use it to your advantage Elevate the experience for your supporters. A little Brownie can mean a lot! Underpin your supporter comms journey with the supporter page technology, and constantly send people back to their page every time Be one of the first to take this opportunity by the horns (30% growth) Use the tools, call us to help you. Your success is our success!

70 Thank You and Good Luck!!!!! Questions & Comments?