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@P2PForum

Connect with our Peer-to-Peer Professional Forum Group & Company Page

P2PForum

Today’s Hashtag:

#P2PForum

www.peertopeerforum.com

Mark Your CalendarUPCOMING WEBINARS:More details >> www.peertopeerforum.com/webinars

• Independent Fundraising Events in the Real World (June 14)

• Transform Your Sponsorship Program (July 13)

• MASTER CLASS: Retaining Your P2P Fundraisers (July 14)

2017 P2P FORUM CONFERENCE:March 1 & 2, 2017 >> Atlanta, Georgia

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@P2PForum

Connect with our Peer-to-Peer Professional Forum Group & Company Page

P2PForum

Today’s Hashtag:

#P2PForum

www.peertopeerforum.com

Knock Your DIY Acquisition Out Of The Park

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Agenda• Introductions

• Why DIY acquisition is not like ‘Field of Dreams’

• How Canadian Cancer Society is knocking it out of the park

• What acquisition enhancing tactics will boost your program (and are totally legal)

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Presenters

Sue DalosPrincipal ConsultantCharity Dynamicsca.linkedin.com/in/

suedalos

Mike KirkpatrickDirector of Marketing

Canadian Cancer Societyca.linkedin.com/in/

mikekirkpatrick

Sue brings her unique blend of traditional and technical expertise to Charity Dynamics as Principal Consultant. Her extensive experience in strategic development and management of integrated programs, offers clients actionable insights and forward-thinking solutions.

Mike is a dynamic senior leader with over 15 years of progressive digital and marketing experience with top Canadian brands. He has been a part of the team at the Canadian Cancer Society for more than 10 years.

Why We Love DIY

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Participants have choices

Do You Know Your Competition?

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Where do I start?

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About The Canadian Cancer SocietyMission The Canadian Cancer Society is a national, community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. 

Vision Creating a world where no Canadian fears cancer. 

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About The Cancer Fighters Program• Traditional independent or

“do-it-yourself” fundraising program

• Primarily online, self-serve experience

• Online fundraising platform to support fundraisers

• $3 million+ annual revenue

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Cancer Fighter fundraising categories

Celebrate

Weddings

Birthdays

Marathons

Yonge Street 10k

GoodlifeMarathon

Mississauga Marathon

Scotiabank Marathon

Sweat

General

Runs, rides, swims, other

Cuts

Headshaves

Corporate

General

BCAM

General

ManiCURES

Sell

General

General Awareness

+ Golf

General

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Challenges in Acquiring DIY Fundraisers• You need to find people who are extremely motivated by your

cause• You need to find people at the exact right time• You need to find the right idea to connect their passion with your

organization• You’re asking people to do a lot of work for you

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• Be well known in your category

• Ensure your organization & cause are prominent in outreach

• Be looking 24/7/365• Be easy to find when

people start looking

• Be ready to provide ideas and inspiration

• Use variety in your outreach

• Make getting involved easy and provide what support you can

CAUSE TIME

IDEAWORK

Responding to These Challenges

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Strategy: Invest in Brand Awareness• Be visible. Make yourself Heard

• Organizational top of mind awareness in your category is critical to being the first place people turn when they are ready to act.

• Strive to be the natural choice to help turn their passion into impact.

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Strategy: Operate within your Categories

Celebrate

Weddings

Birthdays

Marathons

Yonge Street 10k

GoodlifeMarathon

Mississauga Marathon

Scotiabank Marathon

Sweat

General

Runs, rides, swims, other

Cuts

Headshaves

Corporate

General

BCAM

General

ManiCURES

Sell

General

General Awareness

+ Golf

General

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Align Creative with your Categories

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Strategy: Digital Advertising• Search engine marketing• Paid social• Display advertising

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Search Engine Marketing• Be easy to find.

• When people are ready to select a charity that aligns with their cause, make sure they can find you.

• Search engines must be your friends.

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Search Engine Marketing• Go deep with your keywords and refine over time

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Search Engine Marketing• Go broad with your creative speaking to different motivations

Cause focus Ideas focus

Organization focusEasy focus

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Facebook Advertising• Use a variety of targeting methods to narrow your focus:

– Demographics– Behavioural– Retargeting– Facebook Custom Audiences

• Use a variety of ad units– News feed– Right side– Slideshow– Video

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Facebook advertising• Inspire people with ideas

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Digital advertising• Seek contextually relevant placement against your categories

– Example: Recruit runners on fitness oriented websites– Example: keyword target content that aligns with your categories

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Strategy: Partner with Established 3rd Party Events

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Leverage Partner Events in your Creative

Search Engine Ads Display Ads

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Strategy: Be Active on 3rd Party Giving Sites

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Be Easy to Do Business With

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Try, Test and Try Again• Don’t forget to set yourself up for measurement success

– Google Analytics– Online fundraising system tracking– Google Adwords– Facebook advertising reports– Conversion tracking

• Make sure you tag your links with source codes so you know what is working

• Always be testing your targeting, messaging and creative until you find the sweet spot

Summary

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Dip Your Toes In the Water

• Nonprofits invested $0.04 in digital advertising for every $1 of online revenue.

• This might not seem like much, but considering that overall online revenue grew by 19% in the last year, digital advertising is an increasingly important market for acquisition, conversion, and retention.

M+R 2016 Benchmark study

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In Summary

1. Do you homework 2. Identify your

audience(s)3. Creative &

messaging4. Channel Strategy5. Test, Test, Test

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2016 Fundraising Roundtables Peer-to-peer focused half day workshops bringing you the hottest trends in P2P fundraising.

• Washington D.C. – June 7th

• New York City – June 9th • Chicago – June 16th

Want to receive 50% off your registration?

Use promo code: Sizzle_50

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Presenters

Sue DalosPrincipal ConsultantCharity Dynamics

sdalos@charitydynamics.com

Mike KirkpatrickDirector of Marketing

Canadian Cancer Societymkirkpatrick@ontario.cancer.c

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