How National Kidney Foundation Is Using Activity Tracking to Rebrand Its National Walk
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With virtual fundraising events here for the foreseeable future, organizations are taking a more strategic approach to creating virtual events that can enhance their peer-to-peer fundraising programs in the long term. One tool proving especially effective in driving participant and donor engagement is activity tracking—and National Kidney Foundation is putting it to the test by putting a virtual spin on its Kidney Walk campaign. Join National Kidney Foundation’s Deanna van Lear and Charity Dynamics’ Kathy Kempff for a webinar, Thursday, August 27, at 11:30 a.m. CT, as they discuss NKF’s rebranding efforts around its Kidney Walk “Lace Up” campaign. This includes a series of participant challenges centered around fitness tracking designed to encourage all forms of engagement — physical, fundraising, recruitment, etc. — in a virtual environment.
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How National Kidney Foundation Is Using Activity Tracking to Rebrand Its National Walk
- 1. ©2019 Charity Dynamics – Confidential & Proprietary Bringing the Power of Activity Tracking to Virtual Events
- 2. Who We Are Deanna van Lear Kidney Walk National Director Kathy Kempff CEO, Charity Dynamics
- 5. Where do you begin?
- 6. Virtual Event Strategy Rebranding Event Activity Tracking Participant Engagement
- 9. Short-Term Need and Long-Term Benefits Lower Costs Rain or Shine Scheduling Flexibility Mission First More Inclusive Your Why Matters
- 10. Rebranding Event
- 13. A challenge for every walker A few of our favorite upcoming challenges: • 1-Day Streak – Asks walkers to log their activity for one day. That’s it! • 5-Day Streak – This week-long challenge asks walkers to log their activity for five days in a row. This could be a fun team activity to get folks working together and holding each other accountable. • 37,000 Steps – This challenge will give folks a very attainable step goal that can be achieved over the course of a few days (or one very ambitious day). Will you take 37,000 steps for kidney patients in your state?
- 14. Build Your Walk Day Outfit L A C E S$1+ O F F I C I A L T - S H I R T$10 0 S O C K S$250 L A C E U P M A S K $500 T O P F U N D R A I S E R S H I R T$1,000 NEW: National Incentives that encourage social engagement
- 18. “Everybody has their own Mount Everest they were put on this earth to climb.” ~ Seth Godin
- 19. Boundless Fundraising mobile app users raise more and receive more. How do we bring this to the next level? 3X Facts and Figures
- 21. Percentage of Population Using Mobile Apps/Fitness Tracking Device Statista - https://www.statista.com/statistics/742448/global-fitness-tracking-and-technology-by-age/
- 22. 22 Introducing…
- 27. ©2020 Charity Dynamics – Confidential & Proprietary Have questions? Contact us info@charitydynamics.com
Editor's Notes
- Kathy kick us off
- We can do a quick intro, maybe share something personal, like your cute baby
- Deanna - A little history of Kidney Walk, # of events, years, etc. Maybe revenue to understand scope?
- Kathy - And then COVID happened. And this is where we are today and have been for the last 5 months, but our missions move forward so how do we pivot, what’s the strategy. We can’t just stay idol and do nothing.
- Kathy - So where do we begin? How do we bring my existing P2P event to a fun, virtual, engaging experience?
- Kathy - 4 phased process that we went through with Kidney Walk.
- Kathy to hand over to Deanna – Section #1
- Demographic of participants and what’s motivated and drew them in to be part of the event? Anything else you think we should add in this section? Maybe the process NKF went through to define what the strategy was going to be? Getting input internally? Externally from participants? How did you arrive at the strategy itself from a process/methodology perspective?
- Can lower the costs associated with in-person events. No porta pottys required! Rain or shine – no problem. Scheduling flexibility. Virtual events don’t need good running/walking/cycling weather that coincides with the fall or spring timeframe. Mission takes center stage over the physical event. More invested participants = more funds raised Virtual allows you to cast a wider net and be more inclusive. Going “virtual” creates boundless opportunity to capture people where and when they are to make their “why” matter when it is most meaningful
- Deanna – section #2
- Kathy – Section #3.
- Challenges Competition Achievement Participant Engagement Motivation Corporate Engagement
- "GAMIFICATION IS ALL ABOUT TAPPING INTO HUMAN EMOTIONS AND PEOPLE’S NATURAL TENDENCIES TO SOCIALIZE, LEARN, MASTER, COMPETE, AND ACHIEVE."
- The Power of Activity Tracking (10 min) Kathy walks through data that demonstrates the power of tracking ones activity and using it to compete and share with others Kathy introduces Boundless Motion
- While data shows that users of Charity Dynamics’ Boundless Fundraising mobile app raise 3x’s as much as non-users and receive 3x’s as many gifts as non-users, there are many additional unique features we can create to surprise and delight users even more in this virtual world. --- Given some or all 2020 events may go virtual due to the global pandemic, the mitigation strategy includes an emphasis on enhancing the program’s current mobile app In a more virtual-centric environment, leading with a mobile-first strategy makes sense to best meet the primary audience – where they are at and increase engagement so it’s beyond just fundraising Beyond Channel Choices — Via the app, your organization can offer participants a variety of choices for how they connect with potential donors: email, Facebook, Twitter, LinkedIn, and texting. Set It and Forget It — In 2018, nearly 20% of participants liked planning for messaging within the app and letting the system send messages automatically through LinkedIn or Twitter. Productivity Booster — At the end of the day, Boundless Fundraising helps your fundraisers be as efficient as possible. The Boundless Fundraising app is a quicker way for them to update their page, their goal, personalize their photo, and share their page with any friend or loved one. With a few taps, they can update their story as often as they'd like, as well as quickly upload a photo from their mobile phone's photo album. No need for them to save an image to their desktop computer, resize, and then upload within their fundraising center. Total time saver. A New Way to Communicate with your Users — Having a mobile app allows you to use push notifications to send instant and nonintrusive notifications to your participants. With so much noise coming from social media, email, and texts, this is a great way to grab your participants’ attention. When you add efficiency with the power of an app, you have a powerhouse of possibilities in fundraising.
- Kathy – Section #4
- Engage your participants beyond fundraising with unique challenges to your event Challenges can be over time or exclusively for day of the virtual event Build achievement badges they can collect as they complete each one!
- Ability to view their activity stats as well as challenges earned Create a sense of competition by being able to view leaderboards across other event participants and teams
- Ability to view their activity stats as well as challenges earned Create a sense of competition by being able to view leaderboards across other event participants and teams
- New add on option to your Boundless Fundraising mobile app with the ability for participants to track their activity and engage with them beyond just fundraising Stronger Engagement = Stronger Fundraising Ability to define activity goals and create a sense of achievement and gamification 7-day, 30-day or daily Challenges Individual, Team or event goals – way to engage team and have something to motivate each other with Participation type – entry level vs advanced – hill vs mountain goal Ability to define either steps or distance goals depending on what’s relevant to your event type Ability for users to integrate to either Apple Health or Google Fit based on their preference Ability to view activity tracking and ranking Walk/5k Integration with Apple Health and Google Fit for tracking Steps and Distance Endurance/Cycle Integration with Strava for the more advanced athletes to track their distance and routes Develop a sense of competition through leaderboards for activity enabled in mobile app as well as API’s available to integrate on your website