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  • 3/9/2012

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    10 ways to improve your Peer2Peer fundraising

    More Strategic and Everyday Hero: Insights from Australia's first study of a multi charity Peer2Peer fundraising event – The Sun-Herald City2Surf 2011

    Target Analytics

    Blackbaud donorCentricsTM Events Benchmarking Group

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    Agenda

    1. What is Peer2Peer really about

    2. Insights and tips

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    What’s Peer2Peer really all about?

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    Who loves who?

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    And so the key issue is

    • Understanding these people are out there fundraising on your behalf

    – If there is a central organising idea binding these insights and tips it’s that  we are letting some of the basic principles of fundraising fall away with  our Peer2Peer fundraisers.

    – How would you arm a Peer2Peer fundraiser if they were a new employee  or working for a third party organisation (Face2Face) on your behalf?

    – Everything we know about fundraising applies in Peer2Peer. Its just that  we are influencers not the implementers

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    ng The study ‐ why did we do it?

    • 80,000 runners, 424 charities $10 million raised. In just 4 years the City to Surf has  become a significant fundraising event thanks to the power of peer to peer  fundraising. 

    • Yet for all its success we don’t really understand why people fundraise and their  motivations.

    • Therefore we didn’t really understand how charities can optimise this giving channel

    • Or how to really optimise the giving experience

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    ©more strategic 2011 8

    Person

    Issue Activity

    “Ought to” “Want to”

    Suffering

    Novelty

    Humiliation Importance

    Relevance

    Urgency

    Story

    Boss. Client. Colleague Friend. Relative. Family

    Reciprocity Personal knowledge

    Level of challenge

    Alignment

    Issue Beliefs

    Type of relationship

    Good  Cause

    If only we knew

    Suffering

    Novelty

    Humiliation

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    ng By understanding motivations we 

    aim to help you find

    more fundraising participants.....

    with higher dollar ambitions.......

    asking more people......

    for more donations.....

    introducing more peer donors.

    moremoney

    more impact

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    Study overview

    • Online survey

    • 2 months post City2Surf

    • 207 runners

    • 240 donors

    • All of whom who had raised money for or donated to eleven different  charities of differing sizes and categories.

    • Incentive $50 donation to your favourite Charity.

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    ng Who’s who?

    • 65% were female in both categories with fundraisers (runners) more  likely to be under 40 and professional. 

    • Fundraisers claimed to be well informed and passionate about the  cause they were running and over half claim to have donated or  fundraised for the charity before. 

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    INSIGHT: Fundraising is a secondary consideration for most. 

    1. Generally the challenge is more important than  the fundraising.

    2. Majority of fundraisers say they will run again  for the same charity. Nearly half will take part in  another event. 

    3. Studies in the US show:

    a. 41 percent of participants who raise funds  are retained from one year to the next.

    b. Retained participants account for about 53  percent of the current year revenue.

    TIP 1. Increase your success by congratulating and acknowledging your fundraisers for taking on the challenge. Transition from a trigger of not necessarily fundraising to being inspired by your cause.

    TIP 2. Develop a recognition and communications programme to retain fundraisers

    Insight: Fundraising is a secondary consideration for most

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    1. The C2S study showed and individual in a  team raised slightly more than an  individual

    2. The psychology of teams is very powerful 3. One team leader is worth multiple 

    fundraisers 4. US Studies show:

    1. Multi‐year team captains raise  two to three times more than  new team captains, retaining  about 86 percent of their prior  year revenue.

    1. Team captains are not only  retaining donors team members  are also retained at a higher rate  than individuals.

    TIP 3. Increase your success and your revenue with a team strategy

    Insight: Tapping into the power of teams and team leaders Do

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    • Significant censorship of who to ask. Fundraisers don’t want to obligate everyone to giving

    • While Social Media is an important channel to use fundraisers who e‐mail more will raise more ‐ it’s  about the direct ask versus the broadcast.

    • US research shows that Social Media users tend to e‐mail more as well. These people are your most  sophisticated fundraisers

    TIP 4. Increase your success by encouraging your fundraisers to make more direct asks.

    INSIGHT: Fundraisers who e-mail more = more funds raised

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    ๏ Fundraisers tell us they are really guessing as to what they can raise.

    ๏ The average amount raised is influenced by the default target

    ๏ 60% met or exceeded their target

    TIP 5. Increase your success by giving your fundraisers guidance on a target amount to raise.

    INSIGHT: Target setting is done in isolation and based on guesswork.

    Over

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    INSIGHT: No prompting of ask amounts. Donors ‘guess’ how  much to donate.

    1. Fundraisers do not give donors any guidance ie $50 buys a shovel

    2. Charities don’t tell fundraisers what to ask for and why. 

    3. Only half of all fundraisers donate to themselves

    4. Donors tell us their giving amounts are influenced by previous gifts.

    TIP 6. Increase your success with strategies to set ‘social giving norms’ by improving the first gift

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    ng INSIGHT: Limited story telling or elaboration.

    1. Those people who included information about why they support the charity were are more likely to raise more money, yet around 60% only use the standard template provided by the charity.

    2. An analysis of the EDH database shows people who updated blogs and photos raised on average $2000/page compared to the overall average of $500-$600 per page

    TIP 7: Make sure your EDH profile is compelling - 60% will use as the only communication tool

    TIP 8: Review Fundraising pages and directly ask Fundraisers to add personal content

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    INSIGHT: Most fundraisers don’t follow up initia

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