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Group Fundraising

Group Fundraising. How Does It Work and What’s Out There?. Ben Rattray ben@change.org. What is Peer-to-Peer Fundraising?. Peer-to-Peer Fundraising. Traditional Fundraising. Nonprofit. Nonprofit. Vs. Donors. Potential Donors. Impersonal One-way Expensive. Personal Interactive

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Group Fundraising

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  1. Group Fundraising How Does It Work and What’s Out There? Ben Rattray ben@change.org

  2. What is Peer-to-Peer Fundraising? Peer-to-Peer Fundraising Traditional Fundraising Nonprofit Nonprofit Vs. Donors Potential Donors Impersonal One-way Expensive Personal Interactive Inexpensive

  3. History of Peer-to-Peer Fundraising • Has always been around • House parties • Walk-a-thons • Canvassing • But, limited use • Not easy to collect money • Difficulty asking people in person • No ongoing communication

  4. What’s Different Now? • Anyone can start a campaign • Online tools to start campaign and collect money are clicks away • Easy to invite friends & rapidly spread the message • Email, blogs and social networks • Create a community • See who’s involved, view collective impact, update on progress The rise of “Wired Fundraisers”

  5. Why is Peer-to-Peer Fundraising Powerful? • The power of personal connections • Magnified impact • Social recognition • Result: better engagement & giving experience

  6. Tools for Peer-to-Peer Fundraising (1) Fundraising Pages (2) Fundraising Widgets (3) Leveraged Communications • Email • Blogs • Social networks • Etc.

  7. Tools: Fundraising Pages • The original online peer-to-peer fundraising tool • Serves as a personal webpage/donation page • Photo / message / goal / list of donors and comments

  8. Tools: Widgets • Effectively a mini fundraising page • Can be put anywhere on the web • 87 million people have used a widget online

  9. Tools: Leveraged Communications (i) Email (ii) Blogs (iii) Social Networks

  10. Sources for Fundraising Tools Exclusively for Fundraising Social Networking & Fundraising New Giving Channels Traditional Providers

  11. Examples of Successful Campaigns Robin Maxwell • Raised $18,000 from 1078 donors • Received $10,000 matching donation • Beneficiary: local MS Chapter

  12. Examples of Successful Campaigns Beth Kanter & Michele Martin • Raised $41,000 from 1,650 donors • Received matching grant of $50,000 • Beneficiary: Sharing Foundation

  13. Benchmark Data (from Peter Deitz) Fundraising Campaigns: Chipin / FirstGiving / GiveMeaning / Six Degrees / JustGive High Low Benchmark Average donation amount: Average amount raised per campaign: Average number of contributors per campaign:

  14. Benchmark Data (from Peter Deitz) Numbers for “Successful” Fundraising Campaigns (over $1000 raised) High Low Benchmark Average donation amount: Average amount raised per campaign: Average number of contributors per campaign:

  15. Who are these people? • People between 20 – 40 • Generally tech savvy (but not always) • Split into 2 categories: • Traditional volunteer fundraisers given new tools • New fundraisers attracted by the ease of supporting a cause online

  16. Keys to a Successful Campaign 1. The Messenger 2. Compelling story 3. Photo or video 4. Catalyzing event 5. Specific ask 6. Blog support 7. Passion

  17. What Can Organizations Do? • Communicate with and thank your fundraisers • Give recognition (on website and/or newsletter) • Create a newsletter just for fundraisers • Offer specific fundraising opportunities • Supply sample text, photos, and video • Add “Fundraise Now” button to your website

  18. The Future of Peer-to-Peer Fundraising • Will this be transformative or marginal? • Needs to be deeply integrated into nonprofit strategy • Improved tools or improved practices?

  19. Questions? ben@change.org

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