Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis County
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Transcript of Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis County
![Page 1: Webinar: Social Media + P2P Fundraising: A Case Study w/ CASA of Travis County](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ed46f01a28ab5c428b45eb/html5/thumbnails/1.jpg)
SOCIALFUNDRAISINGP2P FUNDRAISING AND THE SOCIAL EFFECTA special thanks to CASA of Travis County
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Logistics / Today’s agendao Introso Our Case Study: CASA of Travis County - Superhero Runo Diving In: What the Data Suggests
o Being Online Isn’t Enougho How Social Media Effects Donation/Fundraising Rateso How Social Media Effects Donation/Fundraising
Amountso Best Practices for Growtho Takeaways for Your P2P Fundraiser
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Who we are /
Taylor ShanklinSenior Manager, Product Marketing @ KIMBIA
Jamie FinneyAnalyst and Brand Development @ LEADPUP
Callie LangfordDirector of Communications @ CASA OF TRAVIS COUNTY
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Audience Poll /Tell us in the chat box
Who are you?o Nameo Positiono Organizationo Location
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Audience Poll /Check the appropriate box
Have you hosted a peer-to-peer fundraiser before?
o YESo NO
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What roledoes social media play in peer-to-peer fundraising?*
*As told by the data
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Overview / CASA of Travis County – Superhero Run
o 4 Years Runningo 5,255 Total Registrants
o 1637 in 2016o 3,637 Giftso 730 P2P Fundraise Eventso $199,049 Raised
o 82.5% Raised through Kimbia’s P2P Platform
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Overview / Year-Over-Year Growth
2008 2009 2010 2011 2012 2013 2014 2015 2016
400
700
1100
1350
2600
2500
2300
2800
3350
$22,
500
$16,
000
$8,0
00
$21,
000
$27,
675
$35,
500
$48,
255
$54,
000
$47,
000
$8,5
00
$12,
500
$23,
000
$28,
500
$64,
000
$63,
000
$58,
870
$69,
940 $9
1,38
0
$8,5
00
$6,5
00
$19,
500
$30,
500
$40,
503 $6
1,72
7
$53,
630
$55,
500 $7
9,73
0
$39,
500
$35,
000
$50,
500 $8
0,00
0
$132
,178
$160
,000
$160
,000
$180
,000
$218
,000
Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total
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o Register o Someone registers to run/walk
in the 5k event or Kids 1k raceo Donation
o An individual or race registrant gives a tax-deductible gift (outside of registration fees) to support CASA as part of the Superhero Run.
o Raise o Someone participates in Peer-
to-Peer fundraising by securing donations for CASA as part of the Superhero Run, using a personalized fundraising page/message with a personal fundraising goal.
o Participanto Any individual affiliated with
the Superhero Run in one or more of the above ways.
The Study / Definitions
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Audience Poll /Tell us in the chat box
Do you think social media engagement influences
fundraising dollars?
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JUST BEING ON SOCIAL IS NOT ENOUGHWe confirmed social media profiles for 28% (1,892) of all
participants. But their donation and raise behavior wasn’t special.
Everyone has interacted with social media by now.
EMBRACE SOCIAL MEDIA AS ONE ENGAGEMENT CHANNEL(your supporters already have)
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DO SOCIAL USERS GIVE MORE OFTEN?Across the four relevant networks, donation rates were just slightly higher than the
population donation rate.
Linkedin 12.4%Facebook 12.7%
Twitter 12.0%
Klout 11.8%
Donation RatesALL
Participants*
10.4%NO
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DO SOCIAL USERS RAISE MORE OFTEN?Across the four relevant networks, raise rates were just slightly higher than the
population donation rate.
Linkedin 16.9%Facebook 15.8%
Twitter 15.1%
Klout 15.2%
Raise RatesALL
Participants*
13.6%NO
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Can I use social metrics to predictdonation or raise amount?
One would think that a larger social media presence wouldcorrelate with a larger fundraise amount.
Correlation Between Average Fundraiser Amount and...
Total Social Profiles 0.00
Twitter Followers 0.01
Klout Score -0.06
NO - (A correlation coefficient of <-.5 or >.5would have been noteworthy)
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So why are we here?
If Social Media Can Not Predict Who Is More
Likely to Give or Raise?
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DO SOCIAL USERS GIVE MORE?Across all four relevant networks, the average gift size was more than
double the population’s average gift.
Linkedin $115.10Facebook $107.00
Twitter $110.74
Klout $114.19
Average GiftALL
Participants**
$54.19
YES – *Even when gifts over $1,000 were excluded
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DO SOCIAL USERS RAISE MORE?Across all four relevant networks, the average P2P raise amount was more
than double the population’s average raise amount.
* YES – Even when gifts over $1,000 were excluded
Linkedin $307.75Facebook $263.17
Twitter $283.05
Klout $305.24
Average RaiseALL
Participants*
$123.06
YES – *Even when gifts over $1,000 were excluded
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SOCIAL MEDIA WORKSo The Social-Media-Active are better donors.
o (You don’t want to be seen putting pennies in the tip jar. The peer-pressure effect.)
o And better fundraisers. (Because they have more tools to reach a crowd)
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OTHER NOTEWORTHY FINDINGSo EMPOWER YOUR SUPERSTAR FUNDRAISERS
o 4.5% (33) of all fundraisers, raised 46.5% of all raised funds.o With an average of $2,313.41 raised.
o MORE REGISTRANTS FUNDRAISED THAN DONATED THEMSELVESo By a slim margin.o 10.4% of registrants donated, while 13.6% fundraised.
o THE MEDIAN GIFTS WAS $25.00o The average Joe’s gift.
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What Can I Do to Grow?
I want to keep my participants engaged, and coming back year-over-year?
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o A fun theme makes it stand out in a crowd and will make it easier for your participants to share an interesting story
o Keeping it uplifting is important!
o Success is intoxicating
o Make it as easy as possibleo Most of the fundraising comes from people raising $100o The small group of large fundraisers are a totally different audience, and
require a different approach
Theme / Make It Interesting!
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By The #’s / Theme Really Matters
2008 2009 2010 2011 2012 2013 2014 2015 2016
400
700
1100
1350
2600
2500
2300
2800
3350
$22,
500
$16,
000
$8,0
00
$21,
000
$27,
675
$35,
500
$48,
255
$54,
000
$47,
000
$8,5
00
$12,
500
$23,
000
$28,
500
$64,
000
$63,
000
$58,
870
$69,
940 $9
1,38
0
$8,5
00
$6,5
00
$19,
500
$30,
500
$40,
503 $6
1,72
7
$53,
630
$55,
500 $7
9,73
0
$39,
500
$35,
000
$50,
500 $8
0,00
0
$132
,178
$160
,000
$160
,000
$180
,000
$218
,000
Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total
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Shoot for the moono INCENTIVES WORK
o You’ll get to know the competitive folks in your camp
o Gives your participants a goal and holds them accountable
o FUNDRAISING MILESTONESo $100o $500o Top 3 fundraiser prizes
#Goals /
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Coaching / Develop relationships with your rockstars
o Drive competition amongst them
o Have them share their story, publicly
o Help them mentor other participants
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Develop a toolkit & make it easy
o Drive competition amongst them
o Have them share their story, publiclyo Like on your blog
o Help them mentor other participants
Coaching /
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Provide Templateso Email
o AND Social
Coaching /
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Make a Donation to Yourself Make It Personal Ask, Ask, Ask:
Send Emails
Ask, Ask, Ask: Share on Social
Ask, Ask, Ask:Ask In Person Turn in Offline $
Share Your Goal = Hold Yourself
Accountable
Recruit Your Friends
Thank your Donors(in your
handwriting)
Ask Participants To Do...Coaching /
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Takeaways /
1. Social-media-active do not give or raise more often.
2. But they do give and raise more.
3. Superstar Fundraisers play a big role.
Top 3 List
Identify the golden geese and cultivate them
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Audience Poll /Tell us in the questions box
Questions?