Power to the People: P2P and Crowdfunding

KIMBIA| FUNDRAISE FASTER. @KIMBIAINC @TSHANKCYCLES.
Swahili Verb
“Run Fast”
POWER TO THE PEOPLE:
PEER-TO-PEER & CROWDFUNDING

Sr. Manager,
Product
Marketing
Taylor Shanklin
I AM T-SHANK
@KimbiaInc
@tshankcycles
• Nonprofit tech nerd: Implementing, Participating, Marketing P2P 100s of campaigns for 9.5
years
• Mother of two very loud and very social children
• Loves: KARAOKE, Writing, COFFEE!!!, Podcasting, Delving Into Videos, Turkey Hats
• Dislikes: Math, Cat Fur, Cucumbers, My weakness for queso
• W
Email: taylor@kimbia.com
www.Kimbia.com
Follow me online at www.tshank.co

1 2 43
Technology YOU
& our changing
landscape
Demystifying Peer-
to-Peer & The
Changing
Landscape
How To Do It &
Best Practices +
Tools YOU can use
Is P2P or
crowdfunding
for you?
Agenda
5
Q& A

THE GREATEST ERA FOR FUNDRAISING

INDIVIDUALS WANT TO ENGAGE
WITH YOUR CAUSES
more and more, in the virtual world

DEMYSTIFYING PEER-TO-PEER

IS IT HYPE?

It’s Been Around A While

LinkedIn
Google+
Twitter
Pinterest
Charlie
Norbert
“The most credible form of advertising comes straight
from the people we know and trust.”
- Nielsen
Human-to-HumanWE ALL WANT CONNECTION. IT’ IN OUR NATURE.

Online Fundraising Growth

Online crowdfunding is not just for a single
day. Crowdfunding campaigns can be
promoted year-round.
In 2015, donors gave approximately $16B to
crowdfunding, with $2.85 billion to charitable
crowdfunding projects.
Estimates predict that crowdfunding will
increase to $90 billion by 2020
source: Forbes.com
Crowdfunding engages all
generations
$88 is the average donation size
$534 is the average total amount raised by an
individual
$9,237 is the average amount raised when
groups are working on a team to fundraise
28% of donors are repeat donors
source: “Cracking the Crowdfunding Code”
CROWDFUNDING

Make it easier for your supporters
to engage across their networks
directly from their mobile device.
Channels
The percentage of donations
made on a mobile device
continues to grow year-over-year.
Mobile Donations On The Rise
GROWTH &
OPPORTUNITY
Data based on Kimbia customer online fundraising
Mobile Fundraising

TITLE
Primary Buyer
Persona
THE POWER OF PEOPLE
& CAMARADERIE

It’s Here To Stay
SWARTHMORE
COLLEGE
RAISED
$400,000
NOTRE DAME
RAISED
$900,000
UNIVERSITY OF
SYDNEY
RAISED
$900,000
BOSTON UNIVERSITY
RAISED
$1,100,000
BOSTON FOUNDATION
RAISED
$1,100,000
TRINITY COLLEGE
RAISED
$1,200,000
GIVE RICHMOND
RAISED
$1,600,000
SAN DIEGO FOUNDATION
RAISED
$2,100,000
SAN ANTONIO
FOUNDATION
RAISED
$2,100,000
SARASOTA CF
RAISED
$3,100,000
LANCASTER CF
RAISED
$4,500,000
MIAMI FOUNDATION
RAISED
$5,200,000
UC-BERKLEY
RAISED
$5,300,000
PURDUE UNIVERSITY
RAISED
$7,500,000
PITTSBURGH FOUNDATION
RAISED
$7,700,000
• Drives significant new
revenue
• Recruits new, high
value donors
• Engages current
donors & major
donors
• Scalability
The top 30 P2P Events raised $1.2B in 2015
– P2P Forum Annual Research Report

Effective for all levels of the
giving pyramid
$
Improved ROI
Active: Strong offer for active donors
Lapsed: Great reactivation tool for lapsed donors
Middle: Many donors upgrade to mid level giving categories
Major: Great opportunity to engage major donors
for matching funds
Corporate: Engagement on multiple levels: event
sponsorship, employee giving matching funds
New: 20 – 30% of responses come from new donors

Peer-to-Peer Landscape:
What’s With All The Names?
Run
Walk
Ride
Crowdfunding
Do-it-
yourself
Aka
DIY
Giving
Days Race

By Definition
Event, Campaign and Organization as the
driver
Network fundraising by individuals via their
network for a specific cause/organization
EXAMPLES
• Run, Walk, Ride Events
• Event fundraising
• Annual campaign fundraising
• DIY
• Endurance Events
• Tributes / Memorials
• Celebrations (birthdays)
Cause or Issue as the driver, often with
individual as driver
Network fundraising by individuals toward
a time-sensitive, goal-oriented project or
cause
EXAMPLES
• Giving Days
• Project based
fundraising
• Emergency fund
campaigns
Peer-to-Peer Crowdfunding
• Maybe be used interchangeably in some contexts
• Each may contain an element of the other or be a component of the other
• Evolving practice—confusion of terminology and application

“Traditional” Organization-branded
Peer-to-Peer registration events

“Time-based” Organization-branded
Giving Day Events

“DIY” Organization-branded
Peer-to-Peer fundraising

Individual consumer-driven crowdfunding
(Not driven by nonprofit organization)

IS IT FOR YOUR ORGANIZATION?

Define Your
Goals &
Needs
Pick A
Model &
Define Your
Audience
Assign an
Owner &
Define
Strategy,
Plan and
Technology
Market Your
Event
Conclusions
Getting Started

Define Your Goals, Needs & Solutions
What are your specific needs for launching a
crowdfunding or peer to peer program?
• As a member of Fundraising or Development?
• As a chapter or affiliate leader?
• As a member of Marketing or Communications?
• As a member of IT?
1. What pain will your new crowdfunding or peer-to-peer
program solve?
2. Specify three goals for your new event

Set Goals & Benchmark
• What is your overall
fundraising goal?
• Are those goals realistic and
attainable?
• Are they relevant to your
campaign/event?
• Can you set goals for
specific times of the day?
Peer-to-Peer
Average Emails Sent
per Participant – 23
to 54
Dollars Raised per
Participant - $450 to
$1005
Average Number of
Gifts per Participant -
7 to 13
Crowdfunding
05% to 30% of those
who give are new
donors
25% to 35% of traffic
from mobile
3x to 5x ROI for
smaller organizations

Type of Campaign
In Person
Activity
Community
Engagement
One-Time or
Evergreen
Competitive
Staff/Volunteer
Commitment
Revenue
Potential
Peer to Peer
Athletic Events Yes Sometimes Both Sometimes Medium Moderate
Celebrations No No Evergreen No Low Moderate
Tributes and Memorial
Pages
No No Evergreen No Low Moderate
Crowdfunding
Giving Days Sometimes Yes One-Time Sometimes High High
Projects and Ventures No No One-Time No Low Moderate
Emergency Response No Sometimes One-Time No Low High
Choose A Model
that’s right for YOU

Define Your Audience & Value Prop
• Major Donors
• First Time Donors
• Influencers
• An underserved donor
segment?
• How you solve a problem
• Why your campaign? What
makes you different?
• Show impact
• Use the language of your
supporters
• No jargon

Assign An Owner & The Technology
• Assign a project manager
• Build a realistic timeline
• Publicize all tasks in a project
management tool
• Educate board members,
volunteers, chapter and affiliate
leadership, and programs
about program
•Protects your brand
•Provides you with donor data (easily)
•Features real-time leader boards or campaign
progress meters
•Makes forms and fundraising pages easy to
share
•Offers mobile-responsiveness
•Reduces form abandonment
•Assures scalability
•Includes multi-currency, multi-payment options

PUTTING IT INTO ACTION

“We increased
online fundraising
for Walk by 28%
in 2014, and 95%
of that came from
reinforcing best
practices.”

User Experience Is King
WE HAVE TO SHIFT OUR APPROACH TO DONORS & WORK IN THEIR WORLD
• Mobile, mobile, mobile
• Social, social, social
• Connection & engagement
• Less clicks, easy, easy, easy

Integrate Into Your Website

Set Up Participant Messaging

Have A Social Strategy & Make It Fun
“Gamify” It
Provide some email and social
suggested message templates
to participants.
Incorporate
leaderboards
and progress
thermometers

FOCUS ON THE BIG PICTURE
7weeksout
8weeksout
6weeksout
5weeksout
4weeksout
3weeksout
1weekout
2weeksout
Weekofevent
1-2weeksafter
Within24hours
COACHING: Registered Participants
HARDLAUNCH
Year-round Communication: Impact
SOFTLAUNCH9-10weeksout
RECRUITMENT: ALL-STAR SUPPORTERS
RECRUITMENT: Past Participants
RECRUITMENT: New Acquisition
Communications Timeline

Past 2-3 years of Team Captains =
Set Goal Higher / Mentor
Past 2-3 years of Top Individual Fundraisers =
Be A Team Captain
Past 2-3 years of Individual Participants =
Come Back / Start or Join Team
Donated in the last 6-12 months =
Participate!
RECRUIT, RECRUIT, RECRUIT

The Pareto Principle claims
that only a "vital few" peapods
produce the majority of peas.
THE 80/20 RULE

Make A Self Donation
Update Fundraising
Page, Make it Personal
Ask, Ask, Ask:
Send Emails
Ask, Ask, Ask:
Share on Social
Ask, Ask, Ask:
Ask In Person
Turn in Offline $
Share Your Goal = Hold
Self Accountable
Recruit Others
Thank your Donors
(Hand-written)
Ask Fundraisers To Do The Following

Swahili Verb
Run Fast
T-SHANK’S TOOLBOX

T-Shank’s Toolbox: Tech
CANVA FOR GRAPHICS MAIL CHIMP FOR MARKETING AUTOMATION
EASY AND BEAUTIFUL
WEBSITE BUILDERS:
WEEBLY, STRIKINGLY,
SQUARESPACE, WIX

So Easy The Marketing Dept Can Do ItIT’S EASY AND INEXPENSIVE TO BUILD A BEAUTIFUL WEB PRESENCE FOR YOUR ORGANIZATION

LinkedIn
Google+
Twitter
Charlie
Norbert
Johnhaydon.com for 15 minute
webinars every Wednesday
ADSPRESSO:
Facebook ads
training
http://www.nptechforgood.co
m/2016/04/11/how-to-get-
your-nonprofit-started-on-
snapchat/
Kimbia.com
T-Shank’s Toolbox: Stratey & Marketing

LinkedIn
Google+
Twitter
Charlie
Norbert
1. GET EVERYONE TOGETHER
2. AGREE ON A PROJECT
MANAGEMENT TOOL
3. CREATE REALISTIC
MILESTONES
4. USE A TOOL TO
COLLABORATE AND GET
OUT OF THE INBOX
T-Shank’s Toolbox:
Project Management
Trello,
Smartsheet,
Asana, Basecamp
– to name a few

About KimbiaDriven by the donor experience.
Kimbia provides online fundraising software that is fast and easy
for the donor to use, driving more engagement and revenue.
OUR SOLUTIONS
Everyday Giving
Reduce barriers, engage
donors, turn one-time donors
into repeat donors
Peer-to-Peer
Increase donations by
empowering supporters with
easy-to-use tools
Events
Maximize your event ROI
with an exceptional
supporter experience
Giving Days
Deliver effective one-day
crowdfunding events
with ease
Reporting and CRM Integration
Email me:
taylor@kimbia.com
ww.kimbia.com

Email me:
taylor@kimbia.com
ww.kimbia.com
THANK YOU!

Power to the People: P2P and Crowdfunding

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