Raising More Money Online with Independent Fundraising Events
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What are the common denominators of a successful programmatic approach to independent fundraising? Through the study of several organizations using the Friends Asking Friends module to support and manage their third-party fundraisers, Blackbaud came to understand the return on investment of certain businesses processes, technical infrastructure, and careful relationship management of this revenue segment.
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Raising More Money Online with Independent Fundraising Events
- 1. Independent Fundraising Events 05.20.2010 • Zach Anderson
- 2. Independent Fundraising Events Agenda Summary of Report Findings Case Study – Canadian Cancer Society IFE Program Blackbaud Internet Solutions Overview Zach Anderson | Page #2 © 2010 Blackbaud
- 3. Independent Fundraising Events Research Project Overview Event 360 / Blackbaud Partnership Six Participating Organizations Project Objective • Understand best practices around the use of online event fundraising tools to support Independent Fundraising Events. Research Methodology • Staff Interviews • Program Data Analysis • Participant Surveys • Website Overviews Zach Anderson | Page #3 © 2010 Blackbaud
- 4. Independent Fundraising Events Terminology Traditional Fundraising Event Anyone here put on a walk? Run? Bike event? The most common type of viral event hosted by and managed by the non-profit Independent Fundraising Event 3rd party/grassroots events Non-profit creates the infrastructure, events are created and managed by the fundraiser Virtual Events Hosted and managed by the non-profit No physical event Zach Anderson | Page #4 © 2010 Blackbaud
- 5. Independent Fundraising Events Fundraising Events Tangible expression of your mission Opportunity to host a captive audience Extension of your brand and reputation Strong revenue driver Requirements: Resources Ideally a 20-30% cost of fundraising Locations Want to do more? Supplement your fundraising portfolio with an… Independent Fundraising Event Program Zach Anderson | Page #5 © 2010 Blackbaud
- 6. Independent Fundraising Events Independent Fundraising Events ($3,000) Traditional Fundraising Events ($500) Virtual Events ($200) Social Networking The Port, Facebook, Twitter, Mobile (Average $0 raised per support) Zach Anderson | Page #6 © 2010 Blackbaud
- 7. Independent Fundraising Events Who? Your Mission, Your People Linkage Interest Ability • Direct, • There is a • Will give what emotional demand they can in connection • Want to match time, treasure, • Your mission passion with or talent serves them mission “My involvement in fundraising for [Team Fox] has helped me to accept my diagnosis and reach out to others. It has given me back a sense of purpose since my retirement.” - Team Fox Participant Zach Anderson | Page #7 © 2010 Blackbaud
- 8. Independent Fundraising Events What? The Independent Fundraising Event Definition and Vocabulary • Independent / Third Party / Grass Roots Fundraising Events • Members / Participants / Volunteers / Supporters Growing Source of Revenue • Growing trend and demand • Estimated $333 million raised nationally through IFEs in 2008 Operationally Feasible • Understand the needs, provide the solutions • Requires management • Win/Win opportunity “The average LIVESTRONG Challenge supporter raised about $500 in 2008. The average independent fundraiser raised over $3,200” – Advancing Philanthropy, Sept/Oct 2009 Zach Anderson | Page #8 © 2010 Blackbaud
- 9. Independent Fundraising Events Where & When? Anywhere, Anytime Zach Anderson | Page #9 © 2010 Blackbaud
- 10. Independent Fundraising Events Why? Revenue at Low Cost Resource Requirements • Staff ½ to 1 Full-time Employee • Online Fundraising Solution & Tools • Online transaction fees • Branded supplies (optional) Comparing Costs to Other Fundraising Activities Average Costs Per Dollar Raised $1.60 $1.50 $1.40 $1.20 $1.00 $0.80 $0.50 $0.60 $0.30 $0.25 $0.25 $0.40 $0.20 $0.15 $0.15 $0.20 $0.00 Zach Anderson | Page #10 © 2010 Blackbaud
- 11. Independent Fundraising Events How? Match Passion with Mission “Keep up the good work. My family will keep doing our part.” – Canadian Cancer Society IFE Participant Zach Anderson | Page #11 © 2010 Blackbaud
- 12. Independent Fundraising Events Team Fox – Michael J. Fox Foundation Mary Ann O. of Illinois • Diagnosed in 2001 with early onset of PD • Heard Michael J. Fox speak at conference in 2006 • Combined her passion of gardening with an idea for a Garden Walk Fundraising Results • 2007 – raised $25,000 • 2008 – raised $45,000 • 2009 – raised $52,000 “Marry Ann has become a Team Fox Mentor for other independent Event Success fundraisers!” - Team Fox • Team of 25 volunteers of friends and neighbors • Mayor of her town attends • Silent Auction, Raffle, Door Prize, Band, Ring Toss • 30 minute educational program lead by 2 expert neurologists Zach Anderson | Page #12 © 2010 Blackbaud
- 13. Independent Fundraising Events Team Reeve All-Stars – Christopher & Dana Reeve Foundation Lisa and Bob H., Missouri We remain hopeful that through research our dreams of freedom for • Injured 10 years ago in line of duty so many living with paralysis will be realized.” • Paralyzed from shoulders down - Team Reeve All-Stars Participant Zach Anderson | Page #13 © 2010 Blackbaud
- 14. Independent Fundraising Events Challenges of IFE Programs Budgeting Revenue Justification of Costs Connecting with IFE donors Supplies and Giveaways Positive Online User Experience Reputation/Brand Risk Zach Anderson | Page #14 © 2010 Blackbaud
- 15. Independent Fundraising Events Best Practices 1. Ensure Organization-wide Support 2. Encourage Online Use 3. Provide a ‘Hand Up’ 4. Standardize Tracking and Reporting 5. Create a Recognition Program When in doubt, get outside help! Zach Anderson | Page #15 © 2010 Blackbaud
- 16. Independent Fundraising Events 1. Ensure Organizational-wide Support Top-down and Part of the Culture • Executive buy-in • Treat like major gift donors Involve the Local Affiliates • When possible, keep funds local • Respect the IFE donor base „territory‟ Communicate the Performance and Benefits • Less affected by economic state • Low cost of fundraising • Expanded reach for the organization • Build stronger, more loyal supporters Zach Anderson | Page #16 © 2010 Blackbaud
- 17. Independent Fundraising Events 2. Encourage Online Use Consistent Data Collection is Important • Efficient and reduces human error • Minimizes workload of IFE and organization Require Online Registration • Must offer a positive online user experience • Include reading/e-signing an agreement of guidelines Ask Participants to Encourage Online Donations • Ask for information, not money • Understand who and why • Offer opt-in/out option for further communication “The [Team Fox website] is a great resource. Raising funds can be daunting and [the site] helps to organize and motivate.” - Team Fox Participant Zach Anderson | Page #17 © 2010 Blackbaud
- 18. Independent Fundraising Events 3. Provide a ‘Hand Up’ Your audience…cares…is motivated…is volunteering… • …and is asking for guidance. Educate, Empower, Encourage • Personal Customer Service (name, number, and email) • Fact Sheet • Basics of Fundraising • Basics of Hosting an Event • Online Tools for invitations, communication, and money collection • Instructions for Online Tools • Approved Logos and Letters of Support • “Ask” and Press Release Templates • Online recognition Zach Anderson | Page #18 © 2010 Blackbaud
- 19. Independent Fundraising Events 4. Standardize Tracking & Reporting Minimum Standard Metrics • Number and Date of registered events • Location of events, organizers, participants, donors • Number of participants • Number of repeat vs. new (events and participants) • Designation for event organizers and individual fundraisers • Overall fundraising by event and fiscal year • Fundraising per participant • Number of gifts per participant Scheduled reporting • Data integrity • Analysis will aid forecasting • Follow progress of events Track engagement • How else are IFE participants and donors involved in the organization? Zach Anderson | Page #19 © 2010 Blackbaud
- 20. Independent Fundraising Events 5. Create a Recognition Program Reasons for giving of time, talent, or treasure • Want to belong • Want to feel good • Want to be acknowledged Website Recognition • Honour Roll – home page and participant pages • “Legacy” or “Super Star” program • Experiential reward • Tribute postings Success stories • E-Communications, at least regionally if not nationally • Social Networking (Facebook, Twitter, Blogspot, MySpace) • Message Board or Blog Don’t Forget to Send Thank You’s! Zach Anderson | Page #20 © 2010 Blackbaud
- 21. Independent Fundraising Events Benefits of an Independent Fundraising Program Supplementary, not Competitive, to the Development Portfolio • Reach donors otherwise unattainable • Provides awareness beyond the reach of the organization • Allows someone who perhaps is unable to give to be involved Low Cost of Fundraising • Online giving as a percentage of the whole is growing • Generates interest in the organization at little to no cost • More tolerant of economy because the give is very personal Provides Deeper Level of Engagement with Strongest Supporters • Offers a very personal form of involvement • Typically raise far more than traditional fundraising event participants Zach Anderson | Page #21 © 2010 Blackbaud
- 22. Independent Fundraising Events Mark Davis, Director of Technical Solutions Blackbaud CASE STUDY: CANADIAN CANCER SOCIETY BC & YUKON DIVISION Zach Anderson | Page #22 © 2010 Blackbaud
- 23. Independent Fundraising Events How it Began Zach Anderson | Page #23 © 2010 Blackbaud
- 24. Independent Fundraising Events How to Measure Online Success Raised over $700K in just under 3 Years All Regions Now Actively Promoting and Fundraising Online Average Online IFE Gift is $82.38 (Approx $60 Average Gift for Traditional Events) Average IFE Participant raises $1,153 Online (Average Relay for Life Participant Raises $350) Over 1,000 Passionate Volunteer Fundraisers Delivering Our Mission 175 Event Organizers 10,000 New Online Donors in Our Database Zach Anderson | Page #24 © 2010 Blackbaud
- 25. Independent Fundraising Events BLACKBAUD INTERNET SOLUTIONS OVERVIEW Zach Anderson | Page #25 © 2010 Blackbaud
- 26. Independent Fundraising Events Blackbaud Sphere Events - Standard Featuring Friends Asking Friends® Easy-to-Deploy, Flexible Templates Fundraising Focused Design Facebook, Twitter, You- Tube Integration Autism Speaks Give Now - http://givenow.autismspeaks.org Zach Anderson | Page #26 © 2010 Blackbaud
- 27. Independent Fundraising Events Blackbaud Sphere Events - Advanced Featuring Custom Friends Asking Friends® Highly-Customizable Website Templates Design can Include Community-Building as Well as Fundraising Team Fox - http://www.teamfox.org Facebook, Twitter, You- Tube Integration Zach Anderson | Page #27 © 2010 Blackbaud
- 28. Independent Fundraising Events Key Take-Aways Getting Started – Engage Existing Supporters and Develop Program Branding – Compliment Mission, Separate from Traditional Events Key Decisions – Teams/No Teams, Community, Reporting Fundraiser Engagement – Higher Level, Donor Conversion Strategy Zach Anderson | Page #28 © 2010 Blackbaud
- 29. Independent Fundraising Events BONUS MATERIAL! Zach Anderson | Page #29 © 2010 Blackbaud
- 30. Independent Fundraising Events MAKING EVENT PARTICIPANTS MORE SUCCESSFUL WITH SOCIAL MEDIA TOOLS Zach Anderson | Page #30 © 2010 Blackbaud
- 31. Independent Fundraising Events Blackbaud Sphere® Events™ – Social Media Toolkit Social Media Twitter Facebook YouTube Toolkit Released in June 2009 Included as Part of Blackbaud Sphere Events Easy to Activate for Any Event Facebook includes Feedraiser Zach Anderson | Page #31 © 2010 Blackbaud
- 32. Independent Fundraising Events Boundless Fundraising – Facebook Extension Friends Asking Friends Integrates with Facebook, Twitter and Youtube Adopted by The Heart Walk, Alzheimer‟s Association, and the Livestrong Challenge in 2009 Average Facebook User has 120 Friends versus 22 E- mails Sent per Participant Zach Anderson | Page #32 © 2010 Blackbaud
- 33. Independent Fundraising Events Used by Most Successful Fundraisers $800.00 $700.00 $692 Social Media Users Set $660 the Highest Goals $590 $600.00 $500.00 $456 $400.00 $314 $300.00 $276 $272 Social Media Users Come Closer to $200.00 Reaching their Goals $97 $100.00 $0.00 No Social Media Twitter Feedraiser Boundless Fundraising Social Media Users Are Avg. Fundraising Goal $ Online Donations per Participant Your Top Supporters Zach Anderson | Page #33 © 2010 Blackbaud
- 34. Independent Fundraising Events Social Media Impact on Returning Participants Annual Increase from 2008 to 2009 Additional Social Media $300.00 Tools Incentivized Returning Participants $256.72 $250.00 $225.90 $200.00 Returning Participants $150.00 Using Twitter for the First Time Increased Fundraising Goal 4X Non-Social Media $100.00 Users. $70.55 $50.00 $22.97 $0.00 Increase Fundraising Fundraising Goal Total Donations Goals Matched by Increase Fundraising Twitter Users No Social Media Totals Zach Anderson | Page #34 © 2010 Blackbaud
- 35. Independent Fundraising Events Questions/More Information Contact your Blackbaud Account Manager Contact me with questions Zach Anderson 858.795.3157 zach.anderson@blackbaud.com Zach Anderson | Page #35 © 2010 Blackbaud
- 36. Independent Fundraising Events 05.20.2010 • Zach Anderson
Hinweis der Redaktion
- Participant survey: 56% of participants were connected to the cause through a family member/close friend while 16% were directly affected
- Revenue growth in excess of 200%
- Fundraising was found to be >50% online for all participating organizations…. In fact data for 2009 showed over 70% of the funds were collected online.
- When asked what most likely motivated their supporters to donate, 59% of event participants claimed it was to support their individual efforts, while only 28% claimed it was to support the organization’s cause.
- Budgeting revenue issues – tied to lack of reporting to help forecast revenue. Need budgets to help justify costs association with these programs.Put materials on-line so IFE’s can print on own. Offer but don’t automatically send, only upon request
- Organizations with strong executive support for the IFE program have more success. These organizations see the value in investing in these types of programs and building partnerships with their ‘super volunteers’. They recognize that once engaged, IFE fundraisers can become avid champions and long term supporters of the organization.Learn who these fundraisers are, remembering that most of them are directly affected by the cause you represent and likely represent the very audience your mission serves.Treat IFE fundraisers like major gift donors and honor the time, talent, and treasure they give so freely and passionately to your organization.Involve local affiliates if applicable. Your IFE supporters will prefer to know that funds are staying local when possible.Understand that your IFE participants may not want the organization to solicit their donor base. If this is requested, respect their wishes. They are bringing these donors to your organization that you would otherwise not likely have reached.Communicate the performance and benefits of this program throughout your organization.
- Consistent data collection is imperative to having valid information from which to make important business decisions on the management of the IFE program. Encouraging participants to register, communicate, and fundraise online through the online tools, allows your program to operate more efficiently. Participants can avoid writing receipts and tax exemption letters, your staff can spend less time processing manual offline donations, and the chances of human error can be significantly reduced. Set the expectation by requiring all participants to register online.As part of the registration process require the user to read and e-sign your end user guidelines.Communicate the benefits of using the online tools to the participants and ask them to strongly encourage their supporters to donate online. Benefits include fewer costs to the organization and more time for the participant to fundraise.80% of participants surveyed said they used the online tools. An estimated 72% recalled receiving online donations.Inform participants that the organization will ask their donors for information only and will not further solicit them unless agreed to by the donor.Remind them that all further communications with donors will be offered with opt-on/-out options.
- The top three biggest challenges respondents said they have with their IFE participation are “Getting the Word Out”, “Fundraising”, and “Recruiting”. Sound familiar??Your audience is caring, motivated, volunteering, and asking for guidance. Respond with a program that educates, empowers, and encourages them. They are not looking for the hand out, i.e., for you to run their event for them. They are looking for a ‘hand up’, i.e., assistance and guidance on how to make an impact by marrying their passion with your mission. Staff a half to a full time employee who will provide personal Customer Service offering their name, number, and email. Customer support is very critical in providing timely assistance to these fundraisers. Support is particularly important for event organizers who may benefit from some guidance in marketing and managing their event.Provide the following on the website for downloading by the registered participant:Fact SheetBasics of FundraisingBasics of Hosting an eventInstructions on How to Use the Online ToolsApproved Logos (“Proud Supporter Of”) and Letters of Support“Ask” and Press Release TemplatesUnderstand that an IFE may experience fundraising fatigue. Stay in touch with them to recognize this and suggest other ways they can have an impact, perhaps through other volunteer or advocacy work that does not require asking for funds until they are motivated again to do so.
- One key observation from the study showed that organizations need to provide for standardized reporting to help monitor the success of these campaigns. Due to the nature of these types of programs, many organizations do not follow through on these key aspects well enough. Make a list of the minimum standard metrics your organization intends on regularly monitoring to measure the program’s progress and performance. A few to consider include:Number and date of registered eventsLocation of events, organizers, participants, donorsNumber of participantsNumber of repeat vs. new (events and participants)Designation for event organizers versus individual fundraisersOverall fundraising by event and fiscal yearFundraising per participantNumber of gifts per participantPlan on reviewing these reports at least monthly to monitor data integrity and to be able to respond to the needs of your participants. Such analysis will aid in future forecasting as well.Track the engagement level of the participants, i.e., donations received, goal achievement, and number of emails sent. With this information proactively communicate with them regarding their performance levels to encourage when and where needed.
- Finally, there are three primary reasons that a volunteer, participant, or donor gives their time, talent, and/or treasure – to belong, to feel good, and to be acknowledged. A comprehensive recognition program is critical to help motivate supporters. Design a recognition program designed around the objectives of your IFE program.Share the successes of top fundraisers and top teams with stories in e-newsletters and on the home page of the micro-site and main website of your organization.Consider offering a “Legacy” and/or “Super Star” program for long-term and high-achieving IFE participants with experiential rewards such as a recognition lunch at the local affiliate in their area.Include an honor roll on the website main page and on participant pages.Use social media to celebrate their efforts including blogging, YouTube, Facebook, and Twitter.Include a message board on your website for others to comment and support their favorite IFE participant.Offer the ability to post tributes allowing IFE participants to share who they are acting in memory of.
- These programs are supplementary, not competitive, to the organizations development portfolio. Independent fundraisers are able to reach donors otherwise unattainable by the organization through their personal social networks. These “super volunteer” also spread awareness beyond the reach of the organization through these activities. 63% said their donors are “Somewhat Familiar” while 14% are “Very Familiar” with the organization they support.An IFE program also offers an organization the opportunity to raise money at relatively low cost of fundraising. With online activity of people increasing as a whole, managing an IFE program primarily via a website with online tools is absolutely feasible, effective, and significantly reduces the cost of operation. Again, because “the ask” is very personal from this type of supporter, it is also a more dependable source of income in tough economic times. Average gift size, # of gifts per participant, and total raised per participant values were found to be higher when compared to those values for traditional fundraising event. For instance, average gift size was found to be $92.Lastly, an IFE program offers your target audience a very personal form of involvement at an emotional level where the passion of their fundraising typically raises more than the traditional fundraising event participant. Should your organization lack the resources or confidence to put any or all of these best practices into effect, there are outside agencies available to help.
- How did the IFE program first move online?Ironcops – IFE supporting a main event – on a 2 year fundraising cycle restricted by our model and our annual fundraising cyle for Cops for Cancer – leaving old sites live for them, hard to find, not properly branded, very cold and unsupportiveDecided to go ahead and give them their own FAF initiative as a pilot – closed registrationSame region that supported iron cops had another IFE group with a very tech savy and passionate event organzier who really wanted to fundraise onlineWe were getting more comfortable with setting up FAF events and decide to pilot a template with open registration for all events online that would be active year roundPretty straight forward site design, used the basic FAF template and changed the word team to event throughout the template, and that was that – we launched our first IFE site in early 2007.It was so easy to implement and well received by the regions that within 2 months we had implemented online IFE’s across all 7 regionsAt that time our division support of online was focused only on RFL and COPS so while we were promoting the use of IFE’s we didn’t designate any staff time at division to support the regions, they had to fight tooth and nail to even get recognized on our main website, somehow they still managed to flourish, despite us providing no support
- What level of success has the program experienced?- With very little investment we have raised 700K in almost 3 years (online represented 10% of our gross in 2007, 15% in 2008)- All 7 of our regions are now actively promoting IFE online fundraising (talk about staff buy in, KR retirement 900 in first 2 years, 9k since staff retirement) average online donation is 82.38 for IFE’s – 60 is our account wide averageAverage raised is 1153, including some offline $’s … triple the value of an RFL participant.1000 new highly engaged online fundraisers, 175 of them are event organizers10,000 new donorsData that enters itself - we have regional staff begging to report, participants wanting fundraising totals online prompting offline gift entry at a regional levelOur most successful IFE event is getting it’s own revenue stream this year