Peer to Peer Fundraising - Tips, Tools and Tactics - CCCC Conference

PEER TO PEER

FUNDRAISING.

Tips, tools and tactics.

WELCOME!

@BRADYJOSEPHSON

Strategic Director, Charity Express

Client Success Team Lead, Peer Giving Solutions

Empowering people to act on the human spirit of charity.

FIRST, A STORY.

NEW SCHOOL

IS ACTUALLY

THE OLDEST OF

SCHOOLS.

Art director Alexis Persani. Photographer Leo Caillard.

WHAT IS SOCIAL FUNDRAISING?

Connecting people to people

and projects they can fund to

make a tangible difference in

the world

WHAT IS SOCIAL FUNDRAISING.

CROWDFUNDING

• Project based

• Purpose is

fundraising

• Driven by a person or

an organization

• Options to choose a

project

• Think Kiva

PEER TO PEER

• Person based

• Purpose is

engagement

• Driven by a person or

group of people

• Focusing energy

towards one project

• Think charity: water

WHAT IS SOCIAL FUNDRAISING.

EVENT BASED

• Sign up at specific

time

• Required goal/amount

• Tied to bigger event,

race, etc.

• Think Ride to

Conquer Cancer

THIRD PARTY

• Sign up whenever

• Set own goal amount

• Doesn't’t have to be

tied to bigger event

• Think dinner party

with donations

WHY SOCIAL FUNDRAISING?

FOR THEM

• Help the cause

without giving more

• Look good to

networks

• Can be fun, social

and active

• Feel good and special

FOR YOU

• Engagement with

supporters

• Acquire new donors

in new networks

• Reach new people

with your story

• Cheap

WHY SOCIAL FUNDRAISING.

• Social Currency

• Triggers

• Emotion

• Public

• Practical Value

• Stories

WHY SOCIAL FUNDRAISING.

• Simple

• Unexpectedness

• Credibility

• Concreteness

• Emotion

• Stories

Treat your supporters as heroes

1

Provide awesome service & support6

Make it fun for everyone7

Tell great stories (and lots of them)

2

Create a great opportunity to give and fundraise

3

Do the work before you launch

4

Encourage and accelerate the social

5

Choose the right tool (for them first)

8

HOW SOCIAL FUNDRAISING?

8 MUSTS FOR SOCIAL FUNDRAISING.

TREAT YOUR SUPPORTERS AS

HEROES.

WHAT IS THE ADVENTURE YOU ARE

CALLING YOUR HEROES TO?

• It is bigger than you

and your work and

taps into things like:

– Meaning

– Purpose

– Community

– Connection

WHAT IS THE SPECIAL GIFT THAT YOU

POSSESS

AND CAN GIVE?

• Is a creative wildcard

that could be a:

– Platform

– Piece of technology

– Tool kit they can build

off

– Financial match

– Other incentive

WHAT ARE YOU LIKE AND HOW DO YOU

HELP?

• You have a

personality that helps

and can be:

– Inspiring

– Fun

– Smart

– Encouraging

– Rebelious

TREAT YOUR SUPPORTERS AS

HEROES.

• What’s the adventure you’re calling people

to?

• What are you like as the mentor?

• What special gift do you possess for

heroes to use and benefit from?

TELL GREAT STORIES (AND

LOTS OF THEM).

• Genesis

• Future

• Beneficiary

• Staff

• Confession

• Donor/Supporter

CREATE A GREAT OPPORTUNITY TO

GIVE AND FUNDRAISE.

• SMART

– Specific

– Measurable

– Attainable

– Relevant

– Time bound

• What do people do, for how long, so that

and how?


GIVE AND FUNDRAISE.

charity: water

September

• Raise $520 in

September to help 8

people get clean

water by starting a

campaign on

my.charitywater.org


GIVE AND FUNDRAISE.

Dalit Freedom Network

“For Freedom”

• Do something for

freedom and every

$150 you raise before

May 31 will be

matched to provide

education for a Dalit

child for another year.


GIVE AND FUNDRAISE.

Change Heroes

• Raise $10,000 in 3

months to build a

school in Kenya by

asking 33 friends to

give $3.33/day for 99

days

OH YEAH, YOU HAVE TO ASK

STILL!

CLOSE THE LOOP.

CLOSE THE LOOP.

CLOSE THE LOOP.

DO THE WORK BEFORE YOU

LAUNCH.

• Get commitments and pledges before the

campaign

• Source input and encourage co-creation

from “champions”

• Use communication schedule

• Set clear goals

• Plan for success, be ready for failure

– Scenario planning


CHOOSE ONE

METRIC THAT

MATTERS TO

SIMPLIFY AND

FOCUS IN ON

WHAT IS MOST

IMPORTANT.

GET SOMEONE

ELSE TO SAY

HOW COOL YOU,

THE PROJECT,

IMPACT, ETC IS.


ENCOURAGE AND ACCELERATE

SOCIAL.


DON’T

UNDERESTIMATE

THE BOTTOM LINE

BENEFIT OF GOOD

DESIGN.

ENCOURAGE AND ACCELERATE

SOCIAL.

PROVIDE AWESOME SERVICE

AND SUPPORT.Proactive

• Nudges with tips, ideas

• Toolkit

• Share their stories/examples

Reactive

• Dedicated contact

• Thank, thank, thank

• Encourage

Common Link

• Community Management

200 Visit

20 Sign Up

10 Set Up

5 Do

2 Succeed

1 Superstar

MAKE IT FUN FOR EVERYONE.

• Fundraisers– Set up

– Ask

– Update

• Donors– Give

– Share

– Follow

• Larger Community– Learn

– Share

SET DONATION

ANCHORS THAT

EQUATE TO

SOMETHING REAL

& TANGIBLE





CHOOSE THE RIGHT TOOL(S).

• Brand and customization

• Storytelling and content

• Interactivity and social

• Costs and resources

• Charity focus and friendly

TOOLS DON’T

RAISE MONEY,

PEOPLE DO.



VALUE THE

SUPPORTER

EXPERIENCE

BEFORE YOUR

OWN.

BRAND AND CUSTOMIZATION.

• How much do you actually need?

– What is this not accomplishing?

• Understand the costs/drawbacks of

custom work

• Brand is about experience before colours,

logos and fonts

• Wait until someone asks for a feature

before you customize

STORYTELLING AND CONTENT.

• How easy is it to use videos?

– Link from YouTube, Vimeo, etc., embed,

upload?

• How much do you want to storytell and

provide updates in your campaign?

• Can you provide content, stories and

updates regularly?

• How dynamic are the content zones?

INTERACTIVITY AND SOCIAL.

• Can people interact with you and others

easily?

• Can you interact with others easily?

• Is sharing available, intentional,

integrated?

• Are there sharing nudges within the

product?

COSTS AND RESOURCES.

• What are the hidden costs?

– Mainly time

• What costs does this save?

– I.E. automated tax receipts and administrative costs

• One time, ongoing and transaction cost structure?

• How can this fit into your current processes?


DON’T BE AFRAID

OF TRANSACTION

COSTS, YOU ONLY

PAY IF YOU

SUCCEED.

CHARITY FOCUS AND

FRIENDLY?

• Can they issue tax receipts? Are they from

you or another entity?

• Do you have access to donor information?

– Is it easy?

• Is the tool built for charity or adaptable for

charity?

THE MORE

THINGS YOU ASK

A TOOL TO DO,

THE WORSE IT

GETS IN ALL

AREAS.


5 CANDIAN TOOLS.

Tool Brand Story Social Costs Charity?

Overall

FundRazr ★ ★★ ★★★ ★★ ★ 1.8

Chimp ★ ★ ★★★ ★★★ ★★ 2

Giveffect ★ ★★ ★★ ★★ ★★ 1.8

Peer Giving ★★ ★★★ ★★ ★ ★★★ 2.4

Artez ★★★ ★★ ★ ★ ★★★ 2

FUNDRAZR.

FUNDRAZR.

FUNDRAZR.

Good

• Free/easy to set up

• Mobile

• Social integrations

• Charity adaptibility

Bad

• 5% plus CC

• Lack of brand

• Not created for

charities

CHIMP.

CHIMP.

CHIMP.

Good

• Easy to use

• 1% plus CC

• Free & easy set up

• Tax receipts

• Donation widget

• Charity registration

optional

Bad

• Lack of brand

• Donor information

• Customization

GIVEFFECT.

GIVEFFECT.

GIVEFFECT.

Good

• Easy to use

• 1% plus CC

• Tax receipts (not

yours)

• Interactive with simple

updates

• Charity focused

Bad

• Limited branding

• Only charities that

sign up with them can

receive funds

PEER GIVING.

PEER GIVING.

PEER GIVING.

PEER GIVING.

Good

• Brand

• Storytelling

• Full website

• Tax receipts

• Interactive with blog

updates and comments

• International receipting

and processing options

Bad

• 4% plus CC

• Full website

• Set up resources

• Template sites

ARTEZ.

ARTEZ.

ARTEZ.

ARTEZ.

Good

• Brand

• Customization options

• Event management

built in

• Mobile and multi-

channel

Bad

• Customization options

• Set up resources

• Not inherently

interactive

OTHER TOOLS.

• Blackbaud - Friends Asking Friends

• Indiegogo

• Kickstarter

• Canada Helps

Do the work before you launch

Provide awesome service and support

Make it fun for everyone

Tell great stories (and lots of them)

Create a great opportunity to give and fundraise

Encourage and accelerate the social

Treat your supporters as heroes

Choose the right tool

✔✔✔✔✔✔✔✔

HOW SOCIAL FUNDRAISING?

FREE TOOLKIT.

@BRADYJOSEPHSON

Strategic Director, Charity Express

Client Success Team Lead, Peer Giving Solutions

[email protected]

THANK YOU!

Empowering people to act on the human spirit of charity.

Government & Nonprofit

Peer to Peer Fundraising - Tips, Tools and Tactics - CCCC Conference