2012 Community Conference
Achieve peer-to-peer fundraising
success with Engaging Networks
Jonathan Purchase: Engaging Networks
Marta Fornal de Seixas: Engaging Networks
October 16, 2012
Peer-to-Peer fundraising
• supporters become fundraisers for your
charity asking friends, family and work
colleagues to donate
• tremendous variety in peer-to-peer
fundraising ranging from endurance
events, give up your birthday, walks, reada-thons
• campaigns can be organised by the charity
or driven by the fundraiser
Expanding reach and influence
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fundraisers are at the centre of peer-topeer campaigns
charities generally measure donations to
evaluate success
the wider influence of the campaign is
critical:
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how many donors become fundraisers
themselves
how many donors maintain a relationship with
the charity
how many donors pass on the campaign
The importance of the donor journey
• the donor journey therefore becomes
critical in achieving wider influence and
campaign growth
• what is the narrative of your campaign?
• is your campaign brand integrated into
the donation process?
Campaign brand / integration
“Analysis of cumulative giving through
charity websites powered by Network for
Good shows the giving experience has a
significant impact on donations: Donors
who gave through pages branded by the
charity started at a higher level ($187) and
increased more (to $279) than those who
gave through generic pages ($163, rising
to only $202). That’s 38% more.”
source: Network for Good (2010)
Impact on donor retention
“In analyzing online giving, it is
clear that the better the online
experience is for donors, the higher
the retention rate over time.”
source: Network for Good (2010)
Our peer-to-peer tools
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fundraiser registration / login
fundraiser admin area
donation page
page search
display widgets
social sharing
Automated email
communication - triggers
• reporting
Team and individual
• fundraisers can create a
team
• fundraisers can join a team
• fundraisers can work
individually
Peer-to-peer is social
• fundraisers have raised very little
money directly through social
networks
• peer-to-peer is about friends
recruiting friends and family to
donate and talk about themselves
• social networks are a critical tool
in peer-to-peer campaigns
From brand to third party
Simplify, customise, integrate
• you need tools that are simple for
fundraisers to use
• you need tools that can be
completely integrated with your
website and campaign brand
• you need tools to effectively
expand your reach
• you need tools that are simple to
implement
P2P campaign
Users journey?
Setting up the P2P campaign
Fundraiser
admin panel
Fundraiser /
team page
search widget
Donation
page / widget
Fundraiser
registration /
login widget
Fundraising
thermometers
P2P
campaign
Social sharing
copy
Key points:
• Theme roller:
Customised look and
feel
• Inline editing
Campaign performance - reporting
Exporting fundraisers
• Export into XLS or CSV
• Exporting donors, individual
fundraisers, teams
• Segment by Goal
• Segment by amount donated
• Embed fundraising thermometer on your
website
• Embed list of recent donors on your
website
Exporting donors
Questions
?
Find out more by
CONTACTING US
www.engagingnetworks.net