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Dec 09, 2014
@P2PForum
Connect with our Peer-to-Peer Professional Forum Group & Company Page
P2PForum
Today’s Hashtag:
#P2PForum
www.peertopeerforum.com
February 24 & 25, 2015
Orlando, Florida
Visit our website for details.
Registration opens in October!
The YMCA of Austin Case Study:
Pairing Peer-to-Peer and Crowdfunding to Optimize Participation and Results
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Confidential document: Kimbia Inc. 2014
Hi
Miriam KaganSenior Fundraising Principal
Kimbia
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Lauren McPhailAnnual Campaign Manager
YMCA of Austin
Confidential document: Kimbia Inc. 2014
Crowdfunding Poll
According to Forbes, what is the anticipated value of the
worldwide crowdfunding market, including commercial side
crowdfunding?
Confidential document: Kimbia Inc. 2014
Why Crowdfund?
• $1.5 billion opportunity: Forbes estimates $5 billion worldwide crowdfunding market, with 1/3 going to causes
• New donors: upward of 60% of campaign gifts come from new donors
• Greater participation: motivates and excites your major donors and community
Confidential document: Kimbia Inc. 2014
Crowdfunding vs. Peer2Peer
Is there a fundamental difference?
Confidential document: Kimbia Inc. 2014
YMCA of Austin• Mission of the YMCA of Austin is to put Christian Principles
into practice through programs that build healthy spirit, mind and body for all.
• We’re for Youth Development, Healthy Living, and Social Responsibility.
• Began in 1953; Eight YMCA branches serving over 170,000 members and program participants annually. Supported by 1,200 volunteers and 4,000 individual donors.
• Provide $2.1 million in financial assistance annually to 37,000 men, women and children to enable them to participate in our programs.
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Omni-Channel FundraisingTM Solutions
Confidential document: Kimbia Inc. 2014
YMCA E-Campaigner
• Crowdfunding element of Annual Fund campaign
• Recruits and encourages campaigners to raise money for the Annual Fund goal
Confidential document: Kimbia Inc. 2014
YMCA E-Campaigner
In 2014:
•1.2 million impressions
•1,100 clicks
•24% Giving Online
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Planning
• Create a project plan
• Define your target fundraising audience
• Craft a compelling value proposition
• Implement strategic promotion
• Set explicit, measurable goals
• Recruit online Ambassadors
• Create an incentive structure
• Customize messaging
Confidential document: Kimbia Inc. 2014
Planning
• Choose the right technology platform with key functionality:
Simple registration and donation
Personal fundraising tools
Stable and scalable
Real-time progress reporting
Social-sharing enabled
Navigable back end admin
Confidential document: Kimbia Inc. 2014
Planning
• Be clear about the crowdfunder upfront: the Crowdfunding Bill of Rights
Confidential document: Kimbia Inc. 2014
Planning
• Plenty of Lead Time
• Do it as a team
• Strategic and multi-channeled recruitment
• Multiple training options
• Tools available: present multiple times and multiple ways
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Poll
My organization has tools and plans in place to help
fundraisers and crowdfunders raise money
on our behalf
Confidential document: Kimbia Inc. 2014
PRE-LAUNCH CAMPAIGN
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Confidential document: Kimbia Inc. 2014
Pre-launch Campaign
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• SOCIAL MEDIA PHOTO CONTEST
• PHYSICAL & VIRTUAL ENGAGEMENT
Confidential document: Kimbia Inc. 2014
User-Guide• Provide sample
tweets and Facebook posts
• Register returning advocates to encourage tool utilization
• Stock advocacy center with campaign resources
Confidential document: Kimbia Inc. 2014
Get Social
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Momentum
• Send regular campaign progress updates to participants
• Call out great campaigners, creative ideas, and good stories
• Draw social attention
• Announce any big matches or prizes
• Get visual: photos, videos, impact stories
• Make it a game: think incentives, prizes, and competitive elements
Confidential document: Kimbia Inc. 2014
Leverage Social Media to Amplify Buzz & Outreach
• Combine planned social media posts with live updates
• “Spread the word page”
• Promote as a way for supporters to help make the campaign a success
• Leverage Facebook and Twitter’s popularity
• Use tracking codes to measure social media effectiveness
Confidential document: Kimbia Inc. 2014
Continue the Momentum
Weekly toolkit emailed with success stories, tips, advocate highlight, weekly focus, prizes, campaign progress
Confidential document: Kimbia Inc. 2014
Model for Success
Confidential document: Kimbia Inc. 2014
Poll
True or False:
Data should only be analyzed after the event or
campaign has ended to learn what worked, plan for next
year, etc?
Confidential document: Kimbia Inc. 2014
Confidential document: Kimbia Inc. 2014
Continue the Momentum
• Thank donors
• Coordinate data integration
• Develop campaign series to invite/ engage donors -- their connection is to the campaigner, not to you
• Develop outreach for new major donors
• Thank matching and achievement gift donors
Confidential document: Kimbia Inc. 2014
Analyze Results
• Plan measurement and analysis before the campaign and keep an eye on progress throughout
Adjust as needed
• Use source codes and data integration to understand what and who drives results
• Make plans for additions, adjustments for next year
Confidential document: Kimbia Inc. 2014
Analyze Results
• Analyze impact of matching and achievement gifts
• Analyze impact of social media and traditional media promotions
• Analyze impact by time of day
Confidential document: Kimbia Inc. 2014
Q&A
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Confidential document: Kimbia Inc. 2014
Pair Peer-to-Peer and Crowdfunding to Optimize Participation and Results
Organizations running 7 of the 10 largest Single-Day Crowdfunding Events in history use Kimbia technology, including Give Local America (GLA),
which raised $53,700,000 in a single day this past May.
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Confidential document: Kimbia Inc. 2014
Thank you!
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