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It’s Working For Us, Could It Work For You?
Shana MastersonNational Associate Director,
Interactive Fundraising & Engagement
Greg BorkowskiManager,
Development
Shana MastersonNational Associate Director,
Interactive Fundraising & Engagement@npshana
It’s Shiny! Should We Chase It?
Fundraising Incentives?
Social Media?
Mobile?
We’ll Just Run An Incentive!
Extrinsic incentives do not work in the long term and REMOVE intrinsic motivation.
Changes focus to "what's in it for me” instead of the benefit of donating/fundraising.
Fundraising is an altruistic act and “rewarding it” crowds out the desire to do something good.
Source: DonorVoice 2/6/2013
Perceived Value
Universally Accepted Cost/Value
= $100-ish + effort+ confusion
Perceived Value
Increases DecreasesAWESOME Prize! (VIP Tickets, experiences)
LAME Prize ($25 gift card)
Less often (Well-planned and placed throughout the season)
More often (Weekly)
Your ONLY chance We offer random stuff all the time!
That sounds easy! (ex. Raise $100 to qualify for a Kindle Fire)
That really is a lot to ask for what you get (ex. Send 75 emails to maybe get a $25 gift card.)
Consistent value proposition Inconsistent value proposition
Incentive Study:Communications > Prize
Less > MoreMulti-channelWell-plannedSegmentedLonger at beginning, shorter at end of seasonUse the national incentivesPersonal outreach
We Need to Be on SnapChat!
Referral Traffic
Social Traffic & Share This
Levels of Engagement
Level 1 (Use local presence)
- Didn’t make goal - New staff
- Web/email needs help - No time
Level 2 (Individual event presence)
- Made goal - Experienced staff
- Established strategy - Have the time
Level 3 (Multiple social presences)
- Level 2 PLUS volunteers
For Participants
For Staff
National Experimentation
Renewed promotion of #tourdecure and #stepoutdiabetes
Weekly social media highlights
More cross-posting to national accounts
Smaller, segmented ad buys
Social media ambassadors
Mobile Is Where It’s At
Source: supermonitoring.com
Mobile “optimized” boutique sites – Same for mobile and tablet
TeamRaiser difficult to “mobilize”
Most frequent click-through: “View complete site”
Donation forms optimized in Fall 2012
Pre-2013 Mobile
Going Responsive
Solidifying our approach
Early Results
STEP OUT 2012 2013
Traffic 5.2% 33%
Bounce Rate TabletMobile
49%65%
28%29%
Time on SiteTabletMobile
1:491:08
3:582:44
Questions?
Shana MastersonNational Associate Director,
Interactive Fundraising & Engagement@npshana
Ronald McDonald House CharitiesCorporate Team Fundraising
Greg Borkowski
Manager, Development
• Grow Overall Fundraising• Keep costs low• Increased competition from
competing organizations• Diversify Fundraising Efforts
Trend Driver: Need to grow overall revenue
Pressure from the Top:
Demand from Organizational
Leadership
Social Fundraising is…
• Relatively Low Cost to Set Up• Relatively Low Cost to Maintain• An Expansion of Fundraising Footprint
Team RMHC
24
• 2010: 200 runners / $350,000
• 2011: 350 runners / $435,000
• 2012: 386 runners / $720,000
“But We Do Just Fine with Traditional Fundraising”
• Traditional fundraising events still have a place. • However, to expand even our traditional fundraising, we
rely on supporters and their friends. • The tide toward social fundraising means “asks” for
support by friends are becoming commonplace. • As your friends and theirs are recruited to support
other charities, if you don’t participate, you may lose ground you cannot gain back.
RMHC
“Offline” Social Fundraising
Corporate Team Fundraising
• What does Corporate Team Fundraising (CTF) mean for RMHC?
• Why is CTF such an appealing option for national and international partners?
• How does CTF benefit my Chapter?
Philadelphia Insurance (Team PHLY)
Campaign Success
• $411,000 total contribution to RMHC
• 62 RMHC Chapters engaged, benefited
• 750 employees created fundraising pages.
• Over 1,700 donors• Top participant raised
more than $24,000
The Goddard School
Results
• 210 Goddard schools participated
• $25,000 direct gift from Goddard
• $200,000 total value of campaign to RMHC
Kleinfelder
31
60 Office Locations Year-round program of engagement
with local RMHC Chapters and Houses
Fundraising, PR, and volunteer activity support to franchisees.
60 Office Locations Year-round program of engagement
with local RMHC Chapters and Houses
Fundraising, PR, and volunteer activity support to franchisees.
The Dwyer Group
32
1600 Franchises Opportunities for “Season of
Sharing” direct fundraising Year-round program of engagement
with local RMHC Chapters and Houses
Fundraising, PR, and volunteer activity support to franchisees.
1600 Franchises Opportunities for “Season of
Sharing” direct fundraising Year-round program of engagement
with local RMHC Chapters and Houses
Fundraising, PR, and volunteer activity support to franchisees.
How to Guarantee Success
• Find your Champion
• Set clear and realistic goals
• Focus on implementation and messaging – a campaign by itself is not a call to action
Activation Kit
• Letter from RMHC
• FAQs
• Fundraising Ideas
• Video tutorials
• Coaching emails
Fundraiser Support
Competition is Good
Team Fundraising
• Teams raise more money than those fundraising alone
• Team captains play the most important role in peer-to-peer event fundraising
• Traditionally team leaders raise an average of one third of the overall participant revenue
Team Captains
• Create/personalize team and individual page through online registration
• Communicate with chapter regarding fundraising efforts
• Motivates office/co-workers to join and fundraise
• Potentially provides fundraising tips and ideas
Team Members• Register to join team and
personalizes fundraising page
• Use email, social media to solicit gifts online
• Host offline “events” to raise funds for goal (Cookouts, jeans day, etc)
• Potentially encourage co-workers to fundraise
