How to Grow and Optimize your Peer-to-Peer Campaigns

How to Grow and Optimize Your Peer-to-Peer Campaigns

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Confidential document: Kimbia Inc. 2014

Agenda

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Presenters

Miriam Kagan

Senior Fundraising Principal

Kimbia

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Rachel Armbruster

President

Armbruster Consulting Group


Peer-to-Peer Strategy

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Determining the Right Peer-to-Peer Strategy to Reach Your Revenue Goals

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Strategy

• Establishing goals and expectations for your Peer-to-Peer program

• Transition each element from reactive to proactive

• Determine the right mix of Peer to Peer programs:

• DIY

• Endurance

• Signature Events


DIY

• Timeline for building the program as it proves successful

• Create a sense of community from the start

• Connection to the brand

• Super volunteers

• Efficient if appropriate toolkits and e-communications plan utilized

• E-comm schedule should include milestones



Endurance

• Greater competition among NPOs

• Determine structure including number of events, virtual vs. real team, DIY, etc.

• Integrate experiential and mission-focused incentives

• Lower retention so acquisition needs to be a priority each season

• Utilize virtual program to identify potential team events

• Consider For Benefit Of (FBO) opportunities as the program matures


Signature Events

• Higher risk but also larger potential revenue long-term

• Provides a platform for engagement and is a catalyst for increased involvement

• Event strategy must consider locations, growth, staffing, etc.

• Encourage partnerships to reduce production efforts and focus on relationships



Integration of Peer-to-Peer

Within Your Organization12


Integration• Peer-to-Peer provides interactive engagement options for previously

untouched audience segments (programs, volunteers, major donors, etc.)

• Integrate into the organization’s communication calendar

• Evaluate how you are integrating this giving option online

• Develop a specific communication plan for your Peer-to-Peer participants

• Social media integration including Peer-to-Peer content (stories of success, recruitment, reminders)

• Dedicated staffing with understanding of resources and best practices

• Work with corporate team to integrate sponsorship and team engagement

• Transition from volunteers fundraising to an established program

• Do unto others…


Peer-to-Peer Tactics

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Recruitment and Retention

Roadmap for Success

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Recruitment

• Request for Information (RFI)

• Facebook

• Cross promotion

• Website

• One on one recruitment

• Events

• Incentives including referrals, discounts, etc.


Retention• Recognition

• Recruitment onsite or immediately following successful campaign

• Stories of impact

• E-communications by trigger, not by Day Zero

• Drive specific actions

• Your constituents are mobile: are you?

• Incentives


How to Use an Event Within the Event to Acquire Participants, Boost Income, and Stay Top of Mind with Your Peer-to-Peer

Audience

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Wrap-Around Events

• DIY campaigns and mini-campaigns

• Endurance

Orientations

Training events

Alumni gatherings

• Signature Events

Team Week

Adrenaline campaigns



Registration Friction

• How many steps does your registration process have?

• Why?

• Measure the impact




Make It Easy

• Automatically create personal pages

• Don’t overcomplicate the participation process

• Make it easy to find


MOBILIZE


Additional Resources

• Free Registration Friction Self Assessment: http://www.kimbia.com/event-registration-checklist/

• Dallas Marathon Case Study: http://kimbiaracing.com/case-studies/dallas-marathon/

• Presentations:http://www.slideshare.net/rkarmbruster/presentations


Pair Peer-to-Peer and Crowdfunding to Optimize Participation and Results

Organizations running 7 of the 10 largest Single-Day Crowdfunding Events in history use Kimbia technology,

including Give Local America (GLA), which raised $53,700,000 in a single day this past May.

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Q&A

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www.kimbia.com@kimbiainc

[email protected]@miriamkagan

[email protected]

@rarmbruster

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Thank you!

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Government & Nonprofit

How to Grow and Optimize your Peer-to-Peer Campaigns