1.
SOCIALFUNDRAISING
P2P FUNDRAISING AND THE SOCIAL EFFECT
A special thanks to CASA of Travis County

2.
Logistics / Today’s agenda
o Intros
o Our Case Study: CASA of Travis County - Superhero Run
o Diving In: What the Data Suggests
o Being Online Isn’t Enough
o How Social Media Effects Donation/Fundraising Rates
o How Social Media Effects Donation/Fundraising
Amounts
o Best Practices for Growth
o Takeaways for Your P2P Fundraiser

3.
Who we are /
Taylor Shanklin
Senior Manager, Product Marketing @ KIMBIA
Jamie Finney
Analyst and Brand Development @ LEADPUP
Callie Langford
Director of Communications @ CASA OF TRAVIS COUNTY

4.
Audience Poll /Tell us in the chat box
Who are you?
o Name
o Position
o Organization
o Location

5.
Audience Poll /Check the appropriate box
Have you hosted a peer-to-
peer fundraiser before?
o YES
o NO

6.
What role
does social
media play in
peer-to-peer
fundraising?*
*As told by the data

7.
Overview / CASA of Travis County –
Superhero Run
o 4 Years Running
o 5,255 Total Registrants
o 1637 in 2016
o 3,637 Gifts
o 730 P2P Fundraise Events
o $199,049 Raised
o 82.5% Raised through Kimbia’s P2P Platform

8.
Overview / Year-Over-Year Growth
400
700
1100
1350
2600
2500
2300
2800
3350
$22,500
$16,000
$8,000
$21,000
$27,675
$35,500
$48,255
$54,000
$47,000
$8,500
$12,500
$23,000
$28,500
$64,000
$63,000
$58,870
$69,940
$91,380
$8,500
$6,500
$19,500
$30,500
$40,503
$61,727
$53,630
$55,500
$79,730
$39,500
$35,000
$50,500
$80,000
$132,178
$160,000
$160,000
$180,000
$218,000
2008 2009 2010 2011 2012 2013 2014 2015 2016
Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total

9.
o Register
o Someone registers to run/walk
in the 5k event or Kids 1k race
o 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 Participant
o Any individual affiliated with
the Superhero Run in one or
more of the above ways.
The Study / Definitions

10.
Audience Poll /Tell us in the chat box
Do you think social media
engagement influences
fundraising dollars?

11.
JUST BEING ON SOCIAL IS NOT ENOUGH
We 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)

12.
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 Rates
ALL
Participants*
10.4%
NO

13.
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 Rates
ALL
Participants*
13.6%
NO

14.
Can I use social metrics to predict
donation or raise amount?
One would think that a larger social media presence would
correlate 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 >.5
would have been noteworthy)

15.
So why are we here?
If Social Media Can Not
Predict Who Is More
Likely to Give or Raise?

16.
DO SOCIAL USERS GIVE MORE?
Across all four relevant networks, the average gift size was more than
double the population’s average gift.
Linkedin $115.10
Facebook $107.00
Twitter $110.74
Klout $114.19
Average Gift
ALL
Participants**
$54.19
YES – *Even when gifts over $1,000 were excluded

17.
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 $307.75
Facebook $263.17
Twitter $283.05
Klout $305.24
Average Raise
ALL
Participants*
$123.06
YES – *Even when gifts over $1,000 were excluded

18.
SOCIAL MEDIA WORKS
o 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)

19.
OTHER NOTEWORTHY FINDINGS
o 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 THEMSELVES
o By a slim margin.
o 10.4% of registrants donated, while 13.6% fundraised.
o THE MEDIAN GIFTS WAS $25.00
o The average Joe’s gift.

20.
What Can I Do to
Grow?
I want to keep my
participants engaged, and
coming back year-over-
year?

21.
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 possible
o Most of the fundraising comes from people raising $100
o The small group of large fundraisers are a totally different audience, and
require a different approach
Theme / Make It Interesting!

22.
By The #’s / Theme Really Matters
400
700
1100
1350
2600
2500
2300
2800
3350
$22,500
$16,000
$8,000
$21,000
$27,675
$35,500
$48,255
$54,000
$47,000
$8,500
$12,500
$23,000
$28,500
$64,000
$63,000
$58,870
$69,940
$91,380
$8,500
$6,500
$19,500
$30,500
$40,503
$61,727
$53,630
$55,500
$79,730
$39,500
$35,000
$50,500
$80,000
$132,178
$160,000
$160,000
$180,000
$218,000
2008 2009 2010 2011 2012 2013 2014 2015 2016
Runners Sponsor Total Reg Total P2P Fundraising Total Grand Total

23.
Shoot for the moon
o 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 MILESTONES
o $100
o $500
o Top 3 fundraiser prizes
#Goals /

24.
Coaching / Develop relationships with
your rockstars
o Drive competition
amongst them
o Have them share
their story, publicly
o Help them mentor
other participants

25.
Develop a toolkit & make it
easy
o Drive competition amongst them
o Have them share their story, publicly
o Like on your blog
o Help them mentor other participants
Coaching /

26.
Provide Templates
o Email
o AND Social
Coaching /

27.
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 /

28.
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

29.
Audience Poll /Tell us in the questions box
Questions?

30.
Many thanks to
CASA of Travis County!
@KimbiaInc
taylor@kimbia.com
@therealleadpup
jamie@leadpup.com
Thank you!
@CasaTravis
clangford@casatravis.org