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We discuss the strategy, tactics and technology to grow your peer to peer fundraising revenue.
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How to Grow and Optimize Your Peer-to-Peer Campaigns
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Confidential document: Kimbia Inc. 2014
Agenda
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Confidential document: Kimbia Inc. 2014
Presenters
Miriam Kagan
Senior Fundraising Principal
Kimbia
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Rachel Armbruster
President
Armbruster Consulting Group
Confidential document: Kimbia Inc. 2014
Peer-to-Peer Strategy
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Confidential document: Kimbia Inc. 2014
Determining the Right Peer-to-Peer Strategy to Reach Your Revenue Goals
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Confidential document: Kimbia Inc. 2014
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
Confidential document: Kimbia Inc. 2014
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
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
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
Confidential document: Kimbia Inc. 2014
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
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Integration of Peer-to-Peer
Within Your Organization12
Confidential document: Kimbia Inc. 2014
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…
Confidential document: Kimbia Inc. 2014
Peer-to-Peer Tactics
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Confidential document: Kimbia Inc. 2014
Recruitment and Retention
Roadmap for Success
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Confidential document: Kimbia Inc. 2014
Recruitment
• Request for Information (RFI)
• Cross promotion
• Website
• One on one recruitment
• Events
• Incentives including referrals, discounts, etc.
Confidential document: Kimbia Inc. 2014
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
Confidential document: Kimbia Inc. 2014
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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Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Wrap-Around Events
• DIY campaigns and mini-campaigns
• Endurance
Orientations
Training events
Alumni gatherings
• Signature Events
Team Week
Adrenaline campaigns
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Registration Friction
• How many steps does your registration process have?
• Why?
• Measure the impact
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Make It Easy
• Automatically create personal pages
• Don’t overcomplicate the participation process
• Make it easy to find
Confidential document: Kimbia Inc. 2014
MOBILIZE
Confidential document: Kimbia Inc. 2014
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
Confidential document: Kimbia Inc. 2014
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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Confidential document: Kimbia Inc. 2014
Q&A
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Confidential document: Kimbia Inc. 2014
www.kimbia.com@kimbiainc
[email protected]@miriamkagan
@rarmbruster
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Confidential document: Kimbia Inc. 2014
Thank you!
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