peer to peer fundraising · • p2p 2014 fundraising study: the most comprehensive study in the p2p...
TRANSCRIPT
PEER TO PEER FUNDRAISING
Retention Its all about the BASE
3
4
Churn: the number of participants who do not return to an event from year to year…
Source: www.sickkidsfoundation.com Great Camp Adventure Walk
6 to 7 number of times
more costly it is to
acquire versus
retain a donor.1
200% the increase in
lifetime value of a
donor database, if
donor retention
improves by 10%2
41% donor retention
rate via the 2015
Fundraising
Effectiveness
Survey Report.
THE VALUE OF AN EXISTING DONOR
2014 RETURNING PARTICIPANTS
NEW VS RETURNING PARTICIPANTS ONLINE FUNDRAISING PERFORMANCE
HOW DO YOU BUILD LOYALTY?
The implication for P2P retention is
to BE AWESOME ALL THE TIME.
Building Loyalty Through Reciprocity
Humans have an evolutionary desire to keep all exchanges fair.
We feel indebted to those who do something for us, even if we didn’t ask for anything.
“The implication for marketers is you
have to go first. Give something: give
information, give free samples, give a positive experience to people and they
will want to give you something in return.”
SURPRISE AND DELIGHT
Does your welcome package make someone’s day?
• Does it include a hand written note?
• Are you sending something memorable?
• Is it personalized to the recipient?
Surprise Reciprocity Reciprocity is a powerful force, but to truly
stand out and earn loyalty, create unexpected wows and exceed expectations.
SURPRISE AND DELIGHT
In the early days of Zappos, customers were told their order would arrive in 3-4 days. Unbeknownst to them, they were automatically upgraded to priority shipping. Imagine their surprise and delight when this happy box arrived the next day?
Surprise Reciprocity at “Hello” SURPRISE AND DELIGHT
The Dollar Shave Club includes a publication called “The Bathroom Minutes” and free samples in your shipment. Their box is more than just a new pack of razors. These little surprises keep you coming back for more!
SURPRISE RECIPROCITY IN P2P
The $100 T-Shirt
• Participants expect to receive it on event day
• Mail it in a fun envelope as soon as they earn it
• Include a hand written note with personal details
• Soft ask to post a photo and hashtag
Unexpected Rewards at Check In
• “Hi David! As a team captain, we’d love you to get a massage on us at the finish line.” • “We’re so glad you’re here, Sue! Because you’ve raised $1,000, you’ve been
upgraded to the VIP tent.” • (One week prior) “Bob! Because you’ve assembled such a large team, we’d like to
offer you and your whole team access the executive coach to and from the parking area.”
BE FANATICAL ABOUT CUSTOMER SERVICE
This goes beyond providing exceptional customer service.
Go out of your way to provide random
acts of wow for your fundraisers.
UNPLANNED SURPRISE RECIPROCITY
• Son leaves his beloved stuffed animal, Joshie the giraffe, at the Ritz Carleton hotel, where the family was staying.
• Father hopes hotel staff will find Joshie, and tells son that Joshie is enjoying an extended vacation.
• Hotel staff finds Joshie.
• Hotel staff wows father and son by documenting Joshie’s vacation before returning him.
Service is your guarantee. Your
best loyalty program is to provide personalized service.
- Francis Prezeau, President of Signature Canada
Build Loyalty Through Personalization
Reciprocity through incentives is appreciated.
Personalized service and surprises are remembered.
BUILD LOYALTY THROUGH STAFF ENGAGEMENT
Companies with high employee engagement scores had twice the customer loyalty than companies
with average employee engagement levels.
- Study: Are They Really On The Job?
Organizations with highly engaged employees achieve twice the annual net income of organizations whose employees lag behind on
engagement.
- Study: The Impact of Employee Engagement
Source: http://www.nonprofithr.com/wp-content/uploads/2015/02/2015-Nonprofit-Employment-Practices-Survey-Results-1.pdf
HARD TO DO WHEN
Build Loyalty Through Consistency Pledges and petitions in P2P
We often see pledges used in advocacy, but they can be extremely effective for P2P.
At the height of campaign excitement, encourage participants to sign a digital or live pledge to return the following year.
Then thank and remind!
“Once people make a choice/take a stand, they will encounter interpersonal pressure to behave consistently with what they have previously said or done.”
- Robert Cialdini
Using Surveys to Encourage Consistency Survey uses:
Find out what fundraisers are thinking
Get fundraisers to commit to their beliefs
For those who had a positive experience, taking the survey solidifies their belief and influences future actions (becoming loyal).
For those who had a negative experience, the survey has the same effect, which helps to solidify NOT returning.
Build Loyalty By
Always Being Awesome
Retention efforts do not start the day after the event, they start the
second someone signs up.
7.17.15
Pairing communications with retention efforts
A communication plan is necessary prior to recruiting
Create “aha” moments along the way, throughout the event life cycle
COMMUNICATION PLAN: PRE-EVENT
Determine what they want to hear
Target communications for your unique segments
Start by segmenting
$45
$21
$119
$56
$0
$20
$40
$60
$80
$100
$120
$140
Walk 5K
New Returning
NEW VS RETURNING PARTICIPANTS
NEW VS RETURNING PARTICIPANTS
NEW PARTICIPANTS
• Spend time coaching them on the tools and how to fundraise
• Remind them on the “why”
RETURNING
• Don’t ignore! Ensure they feel special and show your appreciation for their return
• Up the ante for this group
New Participants
Returning Participants
LEADING UP TO THE EVENT DATE
Showcase and acknowledge fundraisers along the way, in your coaching emails,
newsletters and social media
COMMUNICATIONS PLAN: WITHIN 24 HOURS OF EVENT DATE
Craft a big THANK YOU message in advance to send the day of the event.
Celebrate heartwarming moments of the event, its fundraising success, thank
participants and volunteers profusely
Queue up an email in advance. It doesn’t have to include specific fundraising totals
Post similar “thank you” and “great job” messages to Facebook and Twitter. Add pictures
from the event
AWESOME “DAY OF EMAIL”
Encourages fundraising
Sent day of event
Mission Reminder
Thank You
COMMUNICATIONS PLAN: EVENTUALLY...(BUT DON’T WAIT TOO LONG)
Announce fundraising totals and final fundraising push in another communication
Remind participants of how the funds will be raised
Segment communications by audiences (TCs, new participants, etc…)
Ask participants what other communications they would be interested in
UPDATE YOUR WEBSITE ASAP
COMMUNICATIONS PLAN: POST-EVENT
During the off season keep in touch and focus on creating mission moments
Ensure other departments are aware of your post-event communications plan
Remind them of the next event, even if it’s just the save the date
Announce your save the date, even if you don’t have your event setup online.
No asking for money; just provide information
Share mission moments
Stories/photos work well with testimonials
Use a great subject line….” How many MORE kids can be cured?”
MISSION TOUCHES
Communicate without asking for money
POST EVENT SURVEYS ARE A GREAT WAY TO MODIFY THE PARTICIPANT’S BEHAVIOR
• Participation DOES NOT EQUAL Fundraising
• Participating in an event and fundraising are two separate tasks and two separate asks
• Fundraising is not as challenging
• Participants didn’t fundraise because they were not asked
Timing is Everything
When should you say thanks?
When should you ask again?
NET NEW DATA
Personal thank you
from leadership.
Why are they involved?
Message #1
Create a mission
moment with great stories & powerful
images.
Message #2
Engage the donor with a
survey asking for info & feedback
Message #3
Get involved: list 3 or 4 options.
Don’t make it cluttered!
Message #4
WHAT’S ON YOUR MIND?
A Q
RESOURCES...
• P2P 2014 Fundraising study: the most comprehensive study in the P2P fundraising.
• Drab to Fab: Peer to Peer Event Makeover: an ebook and guide to help “make over” your peer-to-peer strategy.
• TeamAndy Microsite brings all of our peer-to-peer and DIY fundraising resources in to one spot from e-books to videos and everything between.