Bridge to Brisbane Charity Briefing 2015charity.everydayhero.com.au/wp-content/uploads/... · •...

Bridge to Brisbane Charity Briefing 2015

Craig Shackleton

Major Events Partnerships Manager Everyday Hero

Thanks for coming today – Our Agenda •  A word from Bridge to Brisbane event organisers

•  Research findings driving best practice peer to peer results – Year 4

•  Attitudes and motivations around peer to peer fundraising – Qual Research

•  ‘It’s not about the money – Everything Counts’ – The Giving Footprint

•  A segmentation model is emerging – today’s peer to peer supporters – 4 groups

•  B2B 2015 – fact sheet and points to consider

•  Tactics to help you raise more money this year and beyond – against Supporter Journey

–  Acquisition

–  Activation

–  Conversion

•  Summary and Questions

•  Quick video – the new everydayhero portal

Quantitative Research 4 years of research off the back of the world’s

largest timed running event

With thanks and acknowledgment to More Strategic, who design and run this study for us each year!

So who are Peer to Peer Supporters (Fundraisers)?

•  66% female (though men raise slightly more on average – higher gifts, but less of them)

•  58% are between 18 and 40, the 18 to 29’s raise around 30% less than those over 30

•  Half are parents

•  28% claim to have made donations to you before

•  10% say they are your regular givers

And what are they like?

The people who raised more on average, described themselves as:

•  Committed•  Experienced•  Local citizens•  Prefer giving to projects and making an impact•  Politically more to the right•  Having a large number of friends - connected•  Have benefitted from the charity•  Not that confident on social media

How Old are they, and what do they raise?

$930

$720

$1,027 $1,040

$1,266

$943

3%

30%

28%

22%

14%

2%

0%

5%

10%

15%

20%

25%

30%

35%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

Under 18 18 to 29 30 to 39 40 to 49 50 to 64 Over 65

Average Amt. Raised Incidence %

Those aged 50 to 64 have a higher average amount raised than those who are younger. The lowest average is at age 18 to 29 years old while those 30 to 49 years old are at par.

Who are they running with?

77% of people are running or walking with others. Majority of fundraisers still raise money alone. Can you tap into the friends/family of your supporters?

20%

25%

18%

38%

19%

28%

21%

32%

19%

23%

22%

31%

0% 5% 10% 15% 20% 25% 30% 35% 40%

A friend

Alone

With family and friends

As part of a registered team

2014

2013

2012

Reasons for running and fundraising?

Steady increase in the # fundraising-focused runners, suggesting we are getting better at asking our databases, but 64% of people are event-focused primarily – remember this when communicating.

38%

21%

30%

47%

29%

20%

44%

32%

20%

0% 10% 20% 30% 40% 50%

I was most interested in running the City2Surf and thought it was a good

way to raise funds

I was most interested in raising funds and though the City2Surf was a good

way to do so

I hadn't really thought about fundraising until I registered and then

decided to fundraise

2014

2013

2012

Reasons for running and fundraising – Funds raised

Those who were most interested in raising funds achieved the highest average amount followed by those most interested in running.. Impulsive sign ups raise the least.

$991

$1,368

$616 $587

44% 32%

20%

4%

0%5%10%15%20%25%30%35%40%45%50%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

I was most interested in running the

City2Surf and thought it was a good way to

raise funds

I was most interested in raising funds and

thought the City2Surf was a good way to do

so

I hadn't really thought about fundraising until I registered and then decided to fundraise

Other


How they chose their charity – Funds raised

Those who answered that they do all their fundraising for this organization acquired the highest average followed by those who said they decided before registering for the event. Assumes existing relationship?

$1,420 $1,326

$977 $817

$671

$1,063

13% 25%

5%25%

23%

10%

0%

5%

10%

15%

20%

25%

30%

$- $200 $400 $600 $800

$1,000 $1,200 $1,400 $1,600

I do all my fundraising for

this organisation

I had decided before I

registered for the event

The charity asked me to

raise funds for them

I selected a charity during

the registration

process

I had agreed to be part of a

team raising finds for the

charity before I registered

Other


Asking 2013 Supporters – DID you run again in 2014?

12%

4%

56%

28%

0% 10% 20% 30% 40% 50% 60%

Yes, and raised funds for Charity13 again

Yes, but raised funds for a different charity

No

Yes, but did not raise funds

44% of past fundraisers ran the event again. More likely to not fundraise than to switch charity. But are we asking them to run/support again?

Were you asked to run again this year by your charity?

Of the 44% who did run again in 2014, only 1 in 3 recall being asked by their charity to do so.

30%

49%

21%

0% 10% 20% 30% 40% 50% 60%

Yes

No

Cannot recall

Target Setting vs. Amount Raised

$416 $517

$1,028

$1,776

$4,154

28%

38%

19%

7% 8%

0%

5%

10%

15%

20%

25%

30%

35%

40%

$-

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

$4,000

$4,500

under $700 Default $700 between 701 and 1001

between 1002 and 2001

2002 or over

Average raised Incidence

There is a direct correlation between target set and average amount raised. But the majority accept the default or downgrade (66%). How can we (you) influence active target setting?

Influences driving Target Setting – and their Impact

Only 4% report hearing from the charity what their target (assume the default) could achieve. How can we give them tangible reasons to INCREASE their targets from the default?

$553 $790

$1,260

$702

$1,511

$973

$1,820 28%

4%7%

25%

9%7%

19%

0%

5%

10%

15%

20%

25%

30%

$- $200 $400 $600 $800

$1,000 $1,200 $1,400 $1,600 $1,800 $2,000

It was the default on

the registration

page

The charity showed

what this target would

achieve

It was a requirement

by the charity

It seemed reasonable

I just guessed

It was similar to

what I have raised before

I really wanted to

raise as much as possible


So… They’ve now set up a page on the Everyday Hero platform for the event…

What did they do next? How did they raise funds,

awareness, support? What did they tell people, and how?

Let’s look at the different practices that contribute to peer to peer success

EFFECTIVE Fundraising Practices – Is the message getting through?

Yes, but we’ve still got some critical gaps. Only 11% of people have specific donation handles in mind when asking

40%

47%

7%

42%

43%

25%

40%

47%

58%

7%

48%

53%

40%

62%

37%

45%

11%

44%

56%

39%

70%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Set myself a challenging target

Emailed everyone I can (not just everyone I am willing to)

Suggested a specific donation amount (for example $67 will allow the charity to do xyz)

Follow up my initial email with a reminder

Remind people to donate when I meet them socially

Made changes to the standard fundraising page provided by the charity

Shared the reasons why I care about this cause on my fundraising page

2014

2013

2012

EFFECTIVE Fundraising Practices – Is the message getting through?

Yes, but we’ve still got some critical gaps. Only 30% of people are communicating what their target will do for their charity

23%

55%

26%

10%

68%

21%

67%

75%

59%

41%

23%

88%

31%

68%

69%

58%

39%

30%

81%

36%

0% 10%20%30%40%50%60%70%80%90%100%

Uploaded a personal photo to my fundraising page

Posted links and messages on my facebook or other social media pages

Directly asked people for donations using social media such as facebook

Told people what reaching my target could enable (Charity) to do

Told people what reaching my target could enable Charity to do

Personally thanked every donor

Shared information from the charity with people I have asked

2014

2013

2012

EFFECTIVE Fundraising Practices – IMPACTS when they did this

$1,079

$1,323 $1,239

$1,379

$1,152 $1,234

$1,374

$955

$854 $857 $798

$884 $854

$747

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

Suggested a specific donation

amount (for example $67 will

allow the The Fred Hollows Foundation to

do xyz)

Told people what reaching my target could

enable Charity X to do

Shared information

from the charity with people I

have asked

Set myself a challenging

target

Made changes to the standard

Supporter Page page provided by the charity

Told people what their donation

could achieve for Charity X

Followed up my initial email with

a reminder

Did this

Did not

Frequency

Our Job together = Get them doing as much of this as possible

EFFECTIVE Fundraising Practices – IMPACTS when they did this

Our Job together = Get them doing as much of this as possible

$1,293

$1,111 $1,116

$1,228

$1,063

$1,153 $1,099

$786 $849 $838

$662

$848

$736 $730

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

Emailed everyone I could

(not just everyone I was

willing to)

Reminded people to donate when I met them socially

Directly asked people for

donations using social media such

as facebook

Uploaded a personal photo

to my Supporter Page

Posted links and messages on my

facebook or other social media pages

Shared the reasons why I

care about this cause on my

Supporter Page

Personally thanked every

donor

Did this

Did not

Frequency

Info they say they received from their charity to help

On the improve, but ideally all of your supporters should have an awareness of these, because it makes them more successful

40%

28%

37%

45%

38%

49%

36%

42%

47%

43%

0% 10% 20% 30% 40% 50% 60%

Exactly what achieving your target would enable them to do

What a donation from your supporters of say $50 or $100 would achieve

How many other people were running for Charity

How much money all the people running for Charity were aiming to

raise

What the money from everyone running for Charity would achieve

2014

2013

And what about social media (Facebook)? What did and should they be doing?

Auto-linking means more frequent sharing only. Posting to own timeline is not a key driver of fundraising.The key is telling a story on the page – THEN sharing it to Social.

$941

$1,025 70%

30%

0%

20%

40%

60%

80%

$880

$900

$920

$940

$960

$980

$1,000

$1,020

$1,040

Not Selected Selected

Automatically linked my Supporter Page to my Facebook

Average Amt. Raised

$931

$1,007

54%

46%

0%

50%

100%

$880

$900

$920

$940

$960

$980

$1,000

$1,020


Posted to my timeline/wall

Average Amt. Raised


Posting to a friend’s timeline or wall is more representing a direct ask. Making a status update is like announcing to a crowd. Who will feel more compelled to support?

$932

$1,010

56%

44%

0%

10%

20%

30%

40%

50%

60%

$880

$900

$920

$940

$960

$980

$1,000

$1,020


Made a status update

Average Amt. Raised

$923

$1,271 88%

12%

0%

20%

40%

60%

80%

100%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400


Posted on a friend's timeline/ wall

Average Amt. Raised


Examples of making a more direct ask through Facebook.

$929

$1,274 89%

11%

0%

20%

40%

60%

80%

100%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400


Posted to a group page

Average Amt. Raised

$958

$1,001 82%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

$930

$940

$950

$960

$970

$980

$990

$1,000

$1,010


Sent to friends in a private message

Average Amt. Raised


Direct content into Facebook should always include a link to the supporter page, or post pics directly TO supporter page, and share the post to Facebook from page. This is just effective storytelling/journeying

$927

$1,429 92%

8%

0%10%20%30%40%50%60%70%80%90%100%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600


Pictures of my training routine

Average Amt. Raised

$890

$1,383 85%

15%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600


Updates on my training

Average Amt. Raised


This suggests that fundraisers who are using apps are not connecting those apps to Facebook generally, at a very high rate. Preferring to keep their training results personal. Those who do share however are raising more.

$953

$1,177 94%

6%

0%10%20%30%40%50%60%70%80%90%100%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400


Links to results from "apps" I was using as part of my training


It Begs the Question - Are people even using apps?

50% of people report using an App for their training.6% of fundraisers report using Social Media to link to their app results. Ask them to post their training runs/results onto their supporter page – then link to Social Media from page.

$824

$959 $1,002

$1,074 $1,075

6%

15%

50%

15%

13%

0%

10%

20%

30%

40%

50%

60%

$-

$200

$400

$600

$800

$1,000

$1,200

Strava Other No Runnkeeper MapMyFitness

Av Raised Incidence

Back to Facebook – Zooming out – broad view of activity

$1,001 $1,007 $1,010 $1,025

$1,271 $1,274

18%

46% 44% 30%

12% 11%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

$0

$200

$400

$600

$800

$1,000

$1,200

$1,400

Sent to one of more friends in a private

message

Posted to my timeline/wall

Made a status update

Automatically linked my Supporter Page to my Facebook

page when I registered

Posted on a friend's

timeline/ wall

Posted to a group page

Av raised Incidence

Frequency of facebook use and amount raised

$1,268

$577

$1,073 $1,014

$918

8%2%

6%

18%

66%

0%

10%

20%

30%

40%

50%

60%

70%

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

Never Rarely (Once/year)

Sometimes (Every couple of

months)

Often (weekly) Very often (daily)


What the?? The highest fundraisers don’t report to even be using Facebook, or use very infrequently. Please explain….

How many emails did you send?

Email is still king!More emails = more fundraising.Follow up, email again, email everyone. 25+ emails saw $1,300+ fundraising

$2,059

$1,786 $1,607 $1,323

$683 $477

$584

3%8%

14%18%

26%18%

13%

0%

5%

10%

15%

20%

25%

30%

$-

$500

$1,000

$1,500

$2,000

$2,500

Over 251 101 to 250 51 to 100 26 to 50 10 to 25 Less than 10 I cannot recall


In Summary – Using these findings •  Have a target for your organisation to strive for. E.g $80,000 which will help to vaccinate 10,000 children in

Vietnam.

•  Have a target for everyone to achieve, and communicate it. Make it mean something – make it same as or higher than the default (your $800 will help us to vaccinate 100 children for Measles)

•  Encourage them to get X number of friends/family to support them with a gift of $Y – e.g I need 20 donors to give $40, which can help vaccinate 5 children for measles in Vietnam)

•  People you already know will raise more than the people who only think of fundraising when they register. Ask your existing supporters and past runners – we are not doing this enough!

•  Map My Fitness users – ask them to connect their account with their EDH page – they will raise more

•  Other App users – ask them to use their supporter page to post pics of their training runs, as a way to take their networks on the journey with them. Close the gap. Get them sharing this content onto social directly from their page

•  Encourage social media use which involves ALL forms of sharing. The broadcast, and the more direct messaging (inboxing/group pages/other people’s timelines)

•  Email is king. Provide suggested email templates your supporters can copy, paste and send – make it easy for them – include your tangibles!!

•  Ask them if their friends or family may wish to join them in fundraising for you. Remember many of them are doing the event with others, but raising money alone.

Qualitative Research Consumer Insights and Attitudes towards online

peer to peer fundraising

1 Fundraising isn’t a true measure or value of passion and why

I support or want to support

2Giving is bigger and more emotionally meaningful than

fundraising – Giving can include time, voice, energy and….money

3Feedback and acknowledgement are missing

In fact – they are almost non-existent

4 There is no connection to community

Supporters would like to gain a sense of others who are involved in the same Causes and movements as themselves.

This creates a sense of community and moving issues forward

What supporters are saying about feedback and impact… “I'd love to be able to close the loop. I mean I

can go and ask people to sponsor me and they pay the money and it all goes online. Great.

But I can't really SHARE ANYTHING BACK to the people who have sponsored me! I can't show them where that money's going very

easily. So for me it's about being able to close the loop - close the circle to say ‘Thanks so

much, I ran the marathon in this time, it was a great experience, and this is what your money

has gone towards’.” -- Supporter, qualitative research

"I think (getting feedback) is very important because, why are you fundraising then?

(Feedback) gives you a picture of WHY you're fundraising - and it shows your friends as

well....THIS is the reason.”-- Supporter, qualitative research

Market Problem in this growing P2P space

The IMPACT of my effort is not communicated

To ME

How has what I have done made a difference for the cause I have chosen

To my DONORS

How have their contributions helped me to bring about change

Everything counts. That’s the big discovery.

Map My Fitness

#Everythingcounts –THE Giving footprint •  Launched in April to all existing EDH

accounts

•  Dynamic visualisation of time, voice, reach, money, effort – it’s what they want and need.

•  Acknowledges all your supporters give

•  Helps to close the loop

•  Show community – less isolation

•  Let’s take a look!

Introduction to a new and emerging p2p segmentation model

A new segmentation model Research has recently unearthed four unique P2P fundraiser segments inside Everyday Hero’s database.

Characterised by a combination of two metrics:

•  Commitment vs Connection to the cause

The four P2P fundraiser segments:

47

The new frontiers fundraisers

Characterised by:

•  A realistic approach.•  Highly determined and highly committed to the

purpose of charity.•  A lack in social media skills and interest.•  More likely to observe than participate online.

The gratification seekers

Characterised by:

•  Highly sociable.•  Seeks the limelight.•  Donates their effort, rather than money.•  Particularly strong social media skills.

The connected crusaders

Characterised by:

•  Strong-willed and idealistic•  Seeks recognition•  Highly committed to the purpose of charity, coupled

with strong social media skills

The impulsive hopers

Characterised by:

•  Pragmatic and easy-going•  Prefers to remain in the background•  Wavering commitment to charity•  Lack in social media skills – or doing the least that is

required.

Impulsive Hopers

Connected Crusaders

Low High

Lower Commitment

HighlyCommitted

Connected

Co

mm

itm

ent

New Frontier Fundraisers

Gratification Seekers

Frequent posters,

comments, Like things,

watch youtube videos

Post fundraising

linksTraining App

users

Social media use

Stay tuned!

We will bring you more insights into these segments as we learn more

Again, our sincerest thanks to our partner, More Strategic

Event Date: Sunday 30th August 2015

Course: 10km and 5km

Early Bird Pricing ends midnight June 27th!

10km - $36

5km - $30

Standard Pricing from June 28th

10km - $45

5km - $35

HERO TIME!

Get two times in the race. Race time and Hero Time.

Hero time is your race time minus 1 second for every dollar raised for charity

B2B 2015 – Fact Sheet and points to consider

Tactical Planning for Charities Leveraging B2B Day as a Revenue and Engagement

Opportunity

SUPPORTER

YOU PEER DONORS

Acquisition

•  Creating opportunity for fundraising as part of the event

•  Getting people to create pages under the event

•  Charity engagement is key - with the general public and with existing supporter base

Activation

•  Engagement/coaching to help people use their page and raise money – get closer to exceeding their goal, feel good about it

•  Helping with storytelling and building case for support – tangible, specific, impact

•  Training for the event - journey

Conversion

•  What next? Retention and engagement•  Next year’s success starts now

Tactical Planning for charities against supporter journey

Decide to participate

Event aligned to cause and

brand

Decide to register Decide to fundraise

Major community

event

Build page and set target

Fundraising total

Don’t share page and ask

Share page and ask

Word of mouth

Social media

Email No response

Supporters’ social network

DonationFundraiser thanks

donor

Charity thanks donorCharity thanks

fundraiser

Retained participantOngoing contactNew supporter

Event Creation The beginning of the journey

Actions: Planning, research

Acquisition Where we create the opportunity

Actions: Recruitment, challenge, acknowledge

Activation Maximising the potential of the event

Actions: Storytelling, target setting, sharing, asking, encouragement, contact

Retention Grow supporter base. Build relationships and recurrence

Actions: Thanking, recognition, relationship building, donor conversion

Ideas and Recommendations to acquire supporters •  Email – best tool to reach many people. Email your:

–  Past fundraisers (3 years back for this event + any other peer to peer supporters in local area)

–  Their peer donors – softer ask – remember they may not love you yet

–  Your whole database – donors, advocates, prospects, alumni etc – how do you know they aren’t planning on running the event? There will be 40,000 people participating

•  Website – put a section/tile on your website dedicated to this event

–  Click through to EDH for sign up, to B2B website to register (tell them to ignore charity selection in registration for example)

–  Or to additional content page on own website with more info/background then call to action

•  Social Media – let your followers know your charity is raising funds through the event – let them know how much you wish to raise – paid advertising, sponsored posts

–  Keep them updated on how you are tracking to target, call out for people to join the ranks

–  Profile any rich stories of your current runners through your social networks in entice others to get involved

•  Don’t be afraid to approach existing RG/Cash donors - we know that your donors are engaged and want to help you however they can. They may be considering doing the event anyway – may be a great way to engage non-upgraders, or lapsed RG donors.

•  Ambassadors/High Profile Supporters – ask them to participate - be a team leader – use social media following to generate PR and interest + use PR engine from the event

•  Board Members / CEO + Corporate Partners = very popular stories

•  Set up a charity team on EDH for people to join. Helps foster spirit of connection

activate/steward fundraisers towards greater fundraising success •  MF + other app users – connect/use their page

•  Ask them about their training as well as their fundraising – for the majority the fundraising is secondary

•  Email your runners regularly. When they sign up, and at least 2-3 times before they race.

•  When you email – always provide them with a link to their own supporter page, and acknowledge what they’ve raised to date – even if it’s zero. Offer your support and guidance.

•  CALL every runner when they sign up. Thank them for signing up, and for what they’re about to do. Get to know them, build the relationship – ask them what they need

•  Give them a tangible goal to aim for, and specific and tangible suggested ask amounts

•  USE everydayhero’s charity messaging module to send messages direct to pages (segmented)

•  Hold a function to help show your runners the work they are helping fund

•  Consider a name-concept for your runners across events – give them an identity (e.g Heart Racers, or Cancer Crusaders etc)

•  Show them how to use their page –  Tell them to upload photos, videos, to blog using their page – more page visits = more $$

–  Guide them on email and social media usage

•  Email – send them templates they can easily customise and send

•  Social – encourage all types of sharing of their page (broadcast + direct messaging + friend timelines)

•  Provide tee shirts/singlets etc to help get your brand on course, and as a way of thanking them in advance for supporting you – consider doing this as a gesture to help them raise the money, not as a reward when they do. Remember, #everythingcounts!

Conversion – retention and what happens next? •  Opportunity to build recurrence. Ask if they will do this for you again next year. Get commitment early.

Capitalise on the post-event high.

•  Congratulate them for finishing, thank for whatever they’ve raised – do this immediately after the event. Even do this on the day of the event – consider SMS as a nice tool to use for a quick thank you, then follow up with an email.

•  Communicate back the final funds raised from all your runners – demonstrate impact – what that money has done /can do /will do – this is really important, and one of the biggest gaps today

•  Consider even a little impact piece they can send to their donors – closing the gap – help their donors see what their efforts can achieve for your cause - ‘thanks to you I raised $X which has helped by charity do Y – I can’t wait to do it all again next year, and will hope for your support”

•  Continue communicating with runners throughout the year – keep them close – don’t leave them for 9 months.

•  Try to resist knee-jerk cash/RG ask – remember these people are as valuable as 12months of regular giving already, so consider they’ve done a lot already for you.

–  For their donors too

–  If you do choose to communicate with their donors, ensure you acknowledge where you got them (runner)

•  Consider establishing an ‘honour board’ on your website to showcase and acknowledge your top peer to peer fundraisers – per event or across the board etc.

So – things to do when you get back to your office… •  Create a charity team page on the Bridge to Brisbane Day microsite on the everydayhero platform. There is a guide

on your seats – or also available to download from our charity resources site

•  Set your target on your team page – tell your team story – be tangible and specific – why do you need to raise this much? What will/could that DO for your service provision/beneficiaries?

•  Choose to either have your Team Leader Page as a person (e.g Emily) or a ‘Team Cure Brain Cancer’ page

•  PROMOTE your charity’s participation in Bridge to Brisbane via social media, email, local media etc – share your team page around

•  Email your last 3 years of runners with a request to run for you again – ask them to join your team – include a link to team page

–  Make sure you ask them to register for the event once they’ve signed up

–  Bridge to Brisbane registration is integrated, meaning people can get their Supporter Page given to them in the same step as they register

•  Be clear on how the system works and what you want to tell people to do!

•  If you can see people signing up with individual pages, they can still join your team (connecting their existing page)

•  Ask us for your ‘charity selection shortcut URL’ which is a specific link to Bridge to Brisbane EDH sign up, with your charity pre-selected – great for sharing out. Call Ellen on 1800 798 768 or email [email protected]

•  Share any compelling supporter stories with B2B PR, or Everyday Hero community

engagement – we are always looking for amazing content to share to our networks inc

the Wonderwall

In Summary •  Resource your campaign – this directly correlates to $$ raised and $$ value per runner

•  Every charity can generate great income from Bridge to Brisbane. This event is still open to all charities

•  Plan your acquisition, activation and conversion programs to be in line with the research and best practice

•  Provide fundraising tips that are in line with the research and how to use the page – actions that result in proven $$ outcomes. Also coach your supporters to make the direct ask.

•  Understand the segmentation and who your supporters are – what support do they need from you? What can you expect from each group? Who do you need to focus on?

•  Be tangible at every level – charity goal, individual goal, suggested donation amount – SHOW AN IMPACT

•  Let them know how many others are raising money for you – let them feel part of something bigger

•  Talk to Everyday Hero about your program – Your Account Manager or our Nonprofit Sidekick Ellen – we are here to help you succeed!

•  THANK, THANK, THANK… and THANK again.

•  Remember - It’s about more than just the money! Everything counts!

The New Everyday Hero website

•  It’s here•  Fresh new look and feel•  Getting back to the emotional side of peer to peer giving•  Wonderwall – showcasing your supporters and their

amazing stories•  You don’t need to do anything – this is our public facing

website’s makeover – delivering volume to you

•  Let’s take a look!

Thanks so much for being here, and good luck this year!

any questions?

The Sunday Mail Suncorp Bank

Bridge to Brisbane

2015 P4 Group is delivering

Execute engaging strategies which create opportuni2es for par2cipants to connect with the social and personal elements of the event.

•  Increase registra2ons, targe2ng the key par2cipant registra2on drivers.

•  Create interest and ac2on via mul2-‐pla?orm engagement

•  Seed the event through social influencers and celebri2es.

•  Work with sponsors to align PR, marke2ng and engagement to drive par2cipa2on.

•  Charity Integra2on. Use ambassadors and passionate fundraisers.

Engagement Strategies

Launch Phase – Activations Ac/vity: •  B2B Boost Squad roll-‐out to occur in line with General Public Launch •  Ac2va2on to target high traffic areas for sport/socialising •  Two approaches

(1) Target new/past par2cipants during physical ac2vity (2) Target new/past par2cipants via spontaneous ‘surprise and delight’

Outcome: •  Engagement with B2B target audiences •  Influencer + par2cipa2on content •  Leverage of sponsor/s •  Integra2on of B2B website and social media channels

Blog – Purpose .

•  To house content which is linked to and from social channels

•  Chari2es – where do the dollars go?

•  Sharing par2cipant mo2va2onal stories – twice weekly.

•  Add sponsor content messaging – weekly.

•  Compe22ons – on-‐going.

•  Ac2va2ons – Community events.

•  Create another engagement tool for par2cipants.

•  Driving traffic across different pla?orms.

•  Registra/ons.

Social Media .

Ac/vity: •  Content-‐driven social media engagement •  Blog content •  Sponsorship messaging •  Par2cipant-‐generated content •  Follow-‐up with inspira2onal par2cipants from 2014 •  Engage social influencers •  Respond to posts as they occur

Outcome: •  Increase engagement with B2B target audiences •  Leverage influencer content •  Leverage of sponsor/s •  Amplifica2on of charity partners •  Integra2on of B2B website and social media channels.

Social Media Tiles

Leverage Partnerships

•  Charity Partners – create sharable content across: •  E-‐newsle_ers •  Fundraiser profiles •  Charity profiles •  Funding profiles •  Social media content •  Sharing of ambassadors Mul2-‐layered PR opportuni2es.

Media Relations Ac/vity: •  Where does the money go •  Largest team •  Highest fundraisers •  Amazing human interest stories •  Photos •  Unique stories – exclusive angles Outcome: •  Increase awareness amongst whole popula2on •  Mass posi2ve media coverage •  Amplifica2on of charity partners •  Content crea2on for social channels + blog

•  118 clippings – x 4!

Thank you

COMMERCIAL-IN-CONFIDENCE, COPYRIGHT, INTELLECTUAL PROPERTY & CONTENTS STATEMENT This proposal and related material is issued as a commercial-in-confidence document. P4 Group asserts its copyright on this document. It grants copying rights for the client however, it does not grant any other copying or intellectual property rights outside the client’s use of this document. This document includes intellectual property that is owned by P4 Group. In providing this plan, P4 Group does not license or otherwise grant rights over any intellectual property owned by P4 Group to any party. The costings, revenue forecasts, timelines and outcomes expressed in this document are provisional and an estimate only and may be subject to change

Bridge to Brisbane Charity Briefing 2015charity.everydayhero.com.au/wp-content/uploads/... · •...

Documents

Transcript of Bridge to Brisbane Charity Briefing 2015charity.everydayhero.com.au/wp-content/uploads/... · •...