Keynote session at the 2012 Digital Leap conference in Toronto. The session discusses the convergence of Social Media and Peer-to-peer fundraising. Social media has become an effective new channel for p2p fundraisers, allowing them to reach a broader pool of prospective donors. Furthermore, organizations are beginning to specifically recruit individuals who are highly networks within their own social networks as team captains and fundraising leaders.

1. THE IMPORTANCE OF PEER -TO-PEER
FUNDRAISING AND SOCIAL GIVING
Mark Davis
Director of Product Marketing, Interactive Solutions
Blackbaud
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2. Mark Davis
@MCDAVIS7
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3. WHAT’S THE VALUE OF
SOCIAL MEDIA
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4. 05/03/2012 Digital Leap 2012 4 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud

5. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud
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6. 05/03/2012 Digital Leap 2012 6
2012 Nonprofit Social Networking Benchmark Report
[INFOGRAPHIC], Blackbaud

7. 2012 Nonprofit Social Networking Benchmark
Report [INFOGRAPHIC], Blackbaud 2012
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8. $653
$215 $224
$62
$32
Offline Donor* Online Donor* Facebook Team Team
Like** Member*** Captain***
Sources:
* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud
** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge
*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
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9. • 90 percent trust
recommendations by friends
more than traditional
advertising*
• 63 percent of users choose
consumer ratings as their
preferred source of
information about products
and services**
Sources
* Nielsen Global Online Consumer Survey, 2009
** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
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10. THE CONVERGENCE OF P2P
FUNDRAISING AND SOCIAL MEDIA
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11. Who Are Peer-to-peer Fundraisers?
05/03/2012 Digital Leap 2012 11 The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011

12. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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13. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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14. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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15. The Power of Social Fundraising and Friends Asking Friends
[INFOGRAPHIC], Blackbaud 2011
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16. WHAT’S NEW
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17. INTEGRATING SOCIAL MEDIA INTO
YOUR P2P FUNDRAISING CAMPAIGN
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21. USING SOCIAL DATA TO FIND AND
TARGET KEY INFLUENCERS
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22. S O C I A L D ATA : T H E F O U R S O C I A L
I N F L U E N C E R R AT I N G S
1 - Key 2 - Engager
Influencers
1%
5%
45%
3 - Multichannel 4 - Standard 49%
Consumer Consumer
= 1%
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23. USING SOCIAL DATA TO IMPROVE TARGETING &
ACQUISITION
The Situation: For DetermiNation event series, how to target the right audience
The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and
will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:
(a) Targeting Engagers and Key Influencers, who
(b) Have existing athletic behavior and participation (marathoners,
triathletes, cyclists, exercise buffs, etc.)
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24. EVENTS: IMPROVING RETENTION
The Situation: Huge loss of participants every year. If the team captain leaves,
the whole team vanishes.
The Goal: Increase retention of participants by 10%+
The Strategy: Identify those individuals who are (a) on a team and (b) have
strong social influence as back ups for the team captain position next year and
cultivate them.
The Tactics: Use Social Influencer rating to identify key participants. Provide
special cultivation opportunities pre, during and post event.
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25. “GOING MOBILE”
- THE WHO, 1971
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26. Mobile will
be the #1
method of
accessing
the
internet
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27. MOBILE APPS: TRACKING YOUR PROGRESS IN
THE PALM OF YOUR HAND
• Register
• Update Personal Page
• Phone Address Book
• Text Prospects
• Thank Donors
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28. WHAT NOW?
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29. MARY “NO BUDGET BUT, I HAVE AN INTERN”
• Coordinate email and
social communications
• Encourage participants to
use social media
• Build messages that will
get a reaction
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30. CREATE A MULTI-CHANNEL CALENDAR
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33. RECAP: MARY “NO BUDGET BUT, I HAVE AN INTERN”
Create a communication calendar
Build a Facebook event page
Mobilize your website / email
Ask people to comment and engage
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34. BOB “SMALL BUDGET, BUT AT LEAST I HAVE ONE”
• My organization is
primarily focused on
events
• Most of our participants
are not fundraisers.
• Low retention rates
• I’d like to provide
participants with some
new tools to turn “lazy”
participants into active
fundraisers
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35. LAZY FUNDRAISERS: CREATE AN EMAIL FORWARD
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36. SOCIAL MEDIA APPLICATIONS
Allows scheduled
newsfeeds at key
fundraising
opportunities
Notifies friends of
progress towards
fundraising
Share photos, video,
and personal
messages all with a
link directly to
fundraising page
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37. MOBILE APPS: TRACKING YOUR PROGRESS IN
THE PALM OF YOUR HAND
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38. GROUPON EXAMPLE
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39. RECAP: BOB “SMALL BUDGET, BUT AT LEAST
I HAVE ONE”
Provide a mobile application
Provide a Facebook application
(e.g., Boundless Fundraising™)
Promote through other social media
(e.g, Groupon , Pintrest, Living Social)
Develop a participant social media kit
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40. RECAP: BOB “SMALL BUDGET, BUT AT LEAST
I HAVE ONE”
Listen and moderate conversations
Survey participants about interests
Track and measure results
- Are participants sending emails?
- Are they sharing their story?
- Are they using current social tools you’ve
provided?
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41. MICHAEL “FULL TIME STAFF PERSON W/ BUDGET”
• I’m doing a lot with social
media & mobile
- Facebook fans
- Healthy twitter following
- Blog
- Mobile event site & app
• I need to connect
fundraising and mission
• How can I connect all my
social media activity?
• How can I connect my
constituents with each
other?
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43. PARALYSIS COMMUNITY - MEMBER PYRAMID
Leaders have Formed
55 Specialized
Groups
Leaders
(149 – 5%)
Approximately 33% of
Active Members Community
(513 – 16%) Registrants are Active
Community Registrants 1,666 Non-
Registrants Receive
(1,539 – 48%) Community Email
Digests
Total Community
(3,205 – 100%)
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44. CONTENT DRIVES TRAFFIC | FACEBOOK
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45. DEFINING SUCCESS: OBJECTIVES AND METRICS
Better Increase
Support the Grow
Understand Branding and
Mission Database
Constituents Awareness
Reach More Number of Access to
Potential Community Increased Web
“Social Points”
Beneficiaries Registrants Traffic
Data
for Programs
Communicate
Number of Top Google
and Engage in Integration to
Newsletter Search
Advocacy CRM
Subscribers Placement
Efforts
Facebook and Targeted
Twitter Fundraising
Followers Campaigns
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46. COMMUNITY IMPACT ON CHRISTOPHERREEVE.ORG
Top Online Referrals to
ChristopherReeve.org:
• Google
• Direct
• CDRF Online Community
• Yahoo!
• Facebook
Profile of Visitors Directed from Our
Community:
• Visit more pages than average
• Stay 2X the average amount of time
* All YTD values on June 22, 2011
28% Increase in Visits
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47. RECAP: MICHAEL “FULL TIME STAFF PERSON
W/ BUDGET”
Build your own online
community
Create a holistic web, social
and mobile strategy
Engage the entire
organization
Use technology to help
integrate data and measure
results
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48. QUESTIONS?
Blackbaud
Mark Davis @mcdavis7
Blackbaud.com @blackbaud
http://www.FriendsAskingAmy.com
http://www.NetwitsThinkTank.com
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