It's Time to Optimize and Innovate our Peer-to-Peer Events
-
Upload
sankynet -
Category
Devices & Hardware
-
view
417 -
download
0
description
Transcript of It's Time to Optimize and Innovate our Peer-to-Peer Events
![Page 1: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/1.jpg)
Optimize and Innovate Peer-to-Peer Events
Tweet this! #FRDNY
![Page 2: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/2.jpg)
Presenters
Melissa LeeAccount Director
SankyNet
Kelley StewartVice President
Pursuant Ketchum
@expetesso
@pursuant
Tweet this! #FRDNY
![Page 3: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/3.jpg)
What is Peer to Peer?
Forget about “Best Practices”.
Forget about your “Competition”.
Before you get excited, ask yourself:
Tweet this! #FRDNY
Before you get excited, ask yourself:
What role does Peer to Peer play in MY portfolio?
![Page 4: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/4.jpg)
Acquisition
• Team Captains/Leaders
• Participants
Acquisition Empower don’t enforce
Tweet this! #FRDNY
• Participants
• Donors (via your TC/TL
and Participants)
• Data
![Page 5: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/5.jpg)
Acquisition
Acquisition Think outside your box
Tweet this! #FRDNY
Fall Acquisition Campaign generated 710 new members in less than 2 weeks
![Page 6: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/6.jpg)
Prospects, in this sense, are:
• Registered Leaders who aren’t recruiting
• Registered Participants who aren’t
Conversion
Prospects Active Participants
Tweet this! #FRDNY
• Registered Participants who aren’t
fundraising
![Page 7: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/7.jpg)
Provide access to information & tools via low-touch vehicles
Conversion
Prospects Active Participants
Tweet this! #FRDNY
![Page 8: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/8.jpg)
Then follow-up via high-touch vehicles to gauge effectiveness
Conversion
Prospects Active Participants
• Indicate what you’ve observed.
Tweet this! #FRDNY
• Indicate what you’ve observed.
• Give the person time to respond
with information.
• Score their response, and support
them as necessary.
![Page 9: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/9.jpg)
Lapsed Participants Active Participants
Reactivation
1. Assume everyone will lapse. 2. Begin reactivation efforts immediately – with the post-event Thank You.
3. Score as you go.
Tweet this! #FRDNY
• Event After Party
• Post-Event Thank You
• Survey about the Event
• Social Media touches
• Email Invitation series
• Direct Mail Invitation (singular or series)• Telephone Invitation
![Page 10: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/10.jpg)
Lapsed Participants Active Supporters
Reactivation
• Survey about the Organization
If scoring indicates that a contact will not reactivate as a participant, focus
your efforts on winning them to the organization in new ways.
Tweet this! #FRDNY
• Survey about the Organization
• Connect them to staff or volunteers
DO NOT sit on lapsed participants
whom you know to be organizational
prospects.
![Page 11: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/11.jpg)
Upgrade
Peer to Peer Donor Organization Donor
Peer-to-Peer donors usually have an
affinity to your cause, but they give to their
friends, not to your organization.
Tweet this! #FRDNY
friends, not to your organization.
So don’t treat them like your donors.
Take some time to cultivate them
independently, first.
![Page 12: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/12.jpg)
Upgrade
Peer to Peer Donor Organization Donor
• Thank them for what they’ve done.
• Acknowledge the connection to their friend.
Tweet this! #FRDNY
their friend.
• Build a connection to the peoplewho benefit from your organization.
![Page 13: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/13.jpg)
Upgrade
Peer to Peer Donor Organization Donor
• Tell stories about your work.
• Track the interest and engagement of individuals over time.
Which story attracted
Tweet this! #FRDNY
• Use what you learn to inform very targeted appeals 6 months later.
Which story attracted
attention from your
peer-to-peer donor?
Use the information to
target your appeal.
![Page 14: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/14.jpg)
VideoVideo is a powerful tool use it carefully
• Games
• Variable Data/Personalization
Tweet this! #FRDNY
Personalization
• Stewardship
• Appeals
• Recruitment
![Page 15: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/15.jpg)
Innovation
Innovation Requires an innovative culture
Tweet this! #FRDNY
![Page 16: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/16.jpg)
Integrated StrategiesMulti-Channel Cross Channel Strategic Focus
Integration: Coordinating or blending a group of parts into a unified system
Multichannel Marketing: Use of multiple communication
Tweet this! #FRDNY
Cross-Channel Marketing: Use of one communication channel to support or promote another
Strategy vs. Tactics: An overarching plan vs. tools or methods to achieve the plan
![Page 17: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/17.jpg)
Prioritization
Personal URL
(Direct Mail)
Personalized
Letter
Website
DATA
Tweet this! #FRDNY
Cultivation
Survey/Engagement
Phone Conversation
StewardshipPersonalized
Update
DATA
Welcome
Series
![Page 18: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/18.jpg)
Analytics & Optimization
• Make data a priority
• Set measurable goals
Analytics Activate Test Evaluate
Tweet this! #FRDNY
• Set measurable goals
• Prioritize based on impact
• Track your participant life cycle.
![Page 19: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/19.jpg)
AVERAGE
Analytics & Optimization
• Know what you’re tracking
Optimization > Track > Plan > Test > Adjust
AVERAGE GIFT
WEB
TRAFFIC
REVENUE
CONVERSION
RATE
Tweet this! #FRDNY
• Assess areas of greatest opportunity
• Prioritize based on impact
![Page 20: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/20.jpg)
Analytics & Optimization
Destructive Crises Proactive Urgency
Tweet this! #FRDNY
![Page 21: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/21.jpg)
Pick Your Puzzle Piece
• Acquisition
• Conversion
• Reactivation• Upgrade • Video
Tweet this! #FRDNY
• Video
• Innovation
• Integrated Strategies
• Prioritization
• Analytics & Optimization
Free resources available upon request
![Page 22: It's Time to Optimize and Innovate our Peer-to-Peer Events](https://reader035.fdocuments.net/reader035/viewer/2022081412/54534f6daf79590c308b5451/html5/thumbnails/22.jpg)
Thank You!
Melissa LeeAccount Director
SankyNet
Kelley StewartVice President
Pursuant Ketchum
@expetesso
@pursuant
Tweet this! #FRDNY