MILLENNIAL PEER FUNDRAISING CAMPAIGNS. DERRICK

Transcription

1 MILLENNIAL PEER FUNDRAISING CAMPAIGNS DERRICK

2 THE PEER MOVEMENT

3 THE PEER MOVEMENT IS BASED ON OUR HUMAN NEED TO SHOW AND SUPPORT THOSE CLOSEST TO US

4 WHY DOES IT WORK? 1

5 WHY DOES IT WORK? WE THRIVE ON THE HUMAN CONNECTION.

6 WHY DOES IT WORK? 2

7 WHY DOES IT WORK? WE BUILD OUR LOVE OF ISSUES AND BELIEVE THAT OTHERS SHOULD AND NEED TO CARE.

8 WHY DOES IT WORK? 3

9 WHY DOES IT WORK? WE GET CAUGHT IN THE NEED TO PERFORM FOR OURSELVES TO EXUDE THE PASSION WE HAVE FOR SOMETHING IMPORTANT.

10 WHY DOES IT FAIL? 1

11 WHY DOES IT FAIL? WE BELIEVE NO ONE IS LISTENING.

12 WHY DOES IT FAIL? 2

13 WHY DOES IT FAIL? WE GET TIRED.

14 WHY DOES IT FAIL? 3

15 WHY DOES IT FAIL? WE ARE CHALLENGED WITH CONVERTING FRIENDS TO SUPPORTERS.

16 DONOR ENGAGEMENT DONOR ENGAGEMENT CYCLE

17 PAUL ADAMS GROUPED

18 LEARN

19 LEARN ACT

20 LEARN ACT GIVE

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22 EDUCATE DONORS THROUGH NEW CREATIVE PRIOR TO SOLICITATION

23 WHAT COULD YOUR PEER FUNDRAISER AND THEIR NETWORK LEARN FROM YOU BEFORE YOU ASK FOR MONEY?

24 ONE.ORG

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26 COMMITMENT TO THE CAUSE

27 WATER.ORG

28 SUPPORTIVE ACTIVISM LIKE COMMENT POST TEXT MEET CALL ORGANIZING ACTIVISM

29 BUILDING COMMITMENTS TO LARGER ENGAGEMENT LEADING TO DONATIONS ACQUISITION SHARE SERVE SUPPORT ASK OTHERS

30 BENCHMARKS AND GOALS GOAL: ACQUIRE TO LEAD THE MILLENNIAL TO DEEPER CAUSE ENGAGEMENT AND EVENTUAL SUPPORT CONTACT ACQUISITION CAMPAIGNS WITH 1,000 CONTACTS 62% 48% SOCIAL SHARES RESPONSE RATES TO THE NEXT LEVEL 23% RESPONSE RATES TO DEEPER LEVEL 7% RESPONSE RATES IN GIVING

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32 MILLENNIAL PEER CAMPAIGNS 5 STAGES

33 MILLENNIAL PEER CAMPAIGNS 5 STAGES PRE-PUBLIC PHASE

34 MILLENNIAL PEER CAMPAIGNS 5 STAGES PRE-PUBLIC PHASE PUBLIC PHASE

35 MILLENNIAL PEER CAMPAIGNS 5 STAGES PRE-PUBLIC PHASE PUBLIC PHASE ACCELERATE PHASE

36 MILLENNIAL PEER CAMPAIGNS 5 STAGES PRE-PUBLIC PHASE PUBLIC PHASE ACCELERATE PHASE COMPLETION PHASE

37 MILLENNIAL PEER CAMPAIGNS 5 STAGES PRE-PUBLIC PHASE PUBLIC PHASE ACCELERATE PHASE COMPLETION PHASE POST PHASE

38 PRE-PUBLIC PHASE RECRUITMENT

39 PRE-PUBLIC PHASE RECRUITMENT Campaigns launch early to focus on obtaining peer fundraisers

40 PRE-PUBLIC PHASE RECRUITMENT Campaigns launch early to focus on obtaining peer fundraisers Recruitment s target the emotional reason to raise support, list an attainable minimal donation approach and release empowerment tools

41 PRE-PUBLIC PHASE MINIMAL DONATION APPROACH Micro-donation peer fundraisers seek to raise less than $100

42 PRE-PUBLIC PHASE MINIMAL DONATION APPROACH Peer fundraisers are recruited to obtain minimal donation goals

43 PRE-PUBLIC PHASE TEST

44 PRE-PUBLIC PHASE TEST Test-launch fundraising peer campaign with a cohort of 5 brand ambassadors

45 PRE-PUBLIC PHASE TEST - Provide creative messaging and tools to raise the minimal donation

46 PRE-PUBLIC PHASE TEST - Capture response to creative and potential message, make alterations

47 PUBLIC PHASE Support the message of the peer fundraiser

48 PUBLIC PHASE Build momentum for the fundraiser and donor

49 PUBLIC PHASE TAKE TWO APPROACHES:

50 PUBLIC PHASE TAKE TWO APPROACHES: National (launch of campaign to peers nationally)

51 PUBLIC PHASE TAKE TWO APPROACHES: National (launch of campaign to peers nationally) and Grassroots (individual fundraisers launch campaign to their networks)

52 PUBLIC PHASE Focuses not on a public goal amount but rather on the number of people raising support

53 PUBLIC PHASE The number of donors is equally important to show momentum

54 PUBLIC PHASE Messaging must maintain an act that builds in a learning component Results in actions on behalf of people potentially served

55 PUBLIC PHASE Perform an action in addition to donation Secures activists and donors

56 PUBLIC PHASE Message builds accord to uplift and join All through the image of the beneficiary

57 ACCELERATE PHASE

58 ACCELERATE PHASE FUNDRAISING IS TIRING

59 ACCELERATE PHASE FUNDRAISING IS TIRING Support is needed through ongoing pushes, unique experiences and peer support

60 ACCELERATE PHASE FUNDRAISING IS TIRING Showing/telling ideas and the individuals building their movements re-inspires fundraisers and audience

61 ACCELERATE PHASE FUNDRAISING IS TIRING Create an experience online or in person that is a recommitment

62 COMPLETION PHASE Create a pinnacle moment to update the community of peer fundraisers and donors on the goal and what is achievable in the short term

63 COMPLETION PHASE Opportunities to create momentum still exist if peer fundraisers and donors equally know the stakes

64 POST PHASE Create process-and-drip marketing campaign based on dollars used

65 POST PHASE Maintain communication and programming to enlighten individual donor

66 POST PHASE Suppress all other communication

67 POST PHASE Build an ask at the end, raise a small amount next time Let them get their feet wet

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79 BENCHMARKS AND GOALS GOAL: PEER CAMPAIGNS $ 24 FRIENDS $568 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $

80 MILLENNIAL PEER FUNDRAISING CAMPAIGNS DERRICK achieveguidance.com themillennialimpact.com MCON.events