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City of Hope
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Overview of Presentation• The Need and the Importance of P2P• The ourHope Site• Fundraising Page Examples• E-Engagement Strategy• Marketing Materials• P2P Campaign – Take it Personal• Stats• Lessons Learned• Q&A (but please ask questions throughout too!)
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The Need & The Importance
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“Organizations need to begin to experiment with
new fundraising models to supplement the old ones
to ensure they are sustainable in the future”
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Peer-to-Peer Fundraising
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Personal Emails
Avg. Open Rate
90%Avg. Donation Rate
25%
Organizational Emails
Avg. Open Rate
17%Avg. Donation Rate
0.08%>
Why Peer-to-Peer
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Using social media for your peer-to-peer
campaign increases fundraising dollars by
40%
Twitter users raised 10 times more on their campaigns
then non-Twitter users
Peer-to-Peer is Social
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• People are more likely to donate if they are asked by a friend or family member
• 50% of blackbaud survey respondents donated because a friend asked them to
Peer-to-Peer is Personal
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Receiving a donation solicitation from someone you know is
300 times more effective than receiving the same
solicitation from an organization
Peer-to-Peer is Personal
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Why is Important?
• Incremental revenue for City of Hope• Exciting way for City of Hope to attract and
engage new donors • Provides additional engagement opportunities
for existing donors• Utilizes latest tools in online giving• Peer-to-Peer
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Everyone!(over the age of 13)
Who is For?
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Average online donation = $60
Average crowdfunding donation = $88.22
Average ourHope donation = $233
Average peer-to-peer fundraiser = $534.49
Average ourHope fundraiser = $1,802
Stands Out
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All You Need
Computer, Smartphone, Or Tablet
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Get Started
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Choose Your Theme
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Sign Up
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Choose Your Cause
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Choose Your Cause
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Page Information and Goal
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Choose Your Affiliation
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Fundraising Page Examples
Fundraising Tips Video - http://www.youtube.com/watch?v=MAuBv_ZTPvE
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E-Engagement Strategy
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Marketing Materials
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Facebook Shares & Tweets
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City of Hope Website
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Digital Signage
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Newsletter/eNewsletter Articles
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Trifold Brochure
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Announcement Email
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Announcement Letter
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Take it Personal
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Detailed Invitation insert
Accessible, shareable Instruction Insert
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Postcard FormatArrived in homes a
month after the lead
Highlights key components of campaign
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17.3% Open Rate Overall27.6% for HEMO patients!
356,565 emails sent
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Reach: 30,000 People
101 Shares
4-minuteTime on Site
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Stats
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• Sending through multiple channels resulted in 62.79% of fundraising campaigns
• People who received the mailing were more likely to become active fundraisers
23.26%
32.56%6.98%
37.21%
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August
Septem
ber
October
November
December
January
Febru
aryMarc
hApril
MayJune
July0
100
200
300
400
500
600
In last 12 months
• 519 fundraisers
• 237 fundraisers (45.6%) set up campaigns in last three months
• $1,805.51 average per fundraiser
• myMemorial and mySports raised 71.5% of all donations
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August
Septem
ber
October
November
December
January
Febru
aryMarc
hApril
MayJune
July $-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
$700,000.00
$800,000.00
$900,000.00
$1,000,000.00 In last 12 months
• $937,062.73
• $704,769 (75.2%) raised in last three months
• 3,068 donors• 70% + new
• $305.43 average gift
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P2P Lessons Learned
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• For people of all ages and all $ means• Boomers are raising the most• Great entry point; easy ask
– Easier ask for MDs
• People want to do something and make a difference
• People want to share their story• The fundraising tool you use is the easy part• Management and organization support is key• Need a team in place and a concentrated effort
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• Campaigns work• Matching gifts work• Designations work• Memorials and Sports are top fundraisers• Multi channel marketing works• Lead capturing device is important• Engagement strategy is key• Survey your fundraisers
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• Donor conversion will be the key
• Fundraiser renewal will be the key
• Capturing donor connection and affiliation
• Segmented communications
• Success leads to more success
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Thank You!
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Brenna HolmesVice President of DigitalChapman Cubine Adams & [email protected]
Emily Dubin Field, MBADirector of DevelopmentCity of Hopewww.cityofhope.org/[email protected]