1. PEER TO PEER
FUNDRAISING.
Tips, tools and tactics.

2. WELCOME!
@BRADYJOSEPHSON
Strategic Director, Charity Express
Client Success Team Lead, Peer Giving Solutions
Empowering people to act on the human spirit of charity.

3. FIRST, A STORY.

4. NEW SCHOOL
IS ACTUALLY
THE OLDEST OF
SCHOOLS.
Art director Alexis Persani. Photographer Leo Caillard.

5. WHAT IS SOCIAL FUNDRAISING?
Connecting people to people
and projects they can fund to
make a tangible difference in
the world

6. WHAT IS SOCIAL FUNDRAISING.
CROWDFUNDING
• Project based
• Purpose is
fundraising
• Driven by a person or
an organization
• Options to choose a
project
• Think Kiva
PEER TO PEER
• Person based
• Purpose is
engagement
• Driven by a person or
group of people
• Focusing energy
towards one project
• Think charity: water

7. WHAT IS SOCIAL FUNDRAISING.
EVENT BASED
• Sign up at specific
time
• Required goal/amount
• Tied to bigger event,
race, etc.
• Think Ride to
Conquer Cancer
THIRD PARTY
• Sign up whenever
• Set own goal amount
• Doesn't’t have to be
tied to bigger event
• Think dinner party
with donations

8. WHY SOCIAL FUNDRAISING?
FOR THEM
• Help the cause
without giving more
• Look good to
networks
• Can be fun, social
and active
• Feel good and special
FOR YOU
• Engagement with
supporters
• Acquire new donors
in new networks
• Reach new people
with your story
• Cheap

9. WHY SOCIAL FUNDRAISING.
• Social Currency
• Triggers
• Emotion
• Public
• Practical Value
• Stories

10. WHY SOCIAL FUNDRAISING.
• Simple
• Unexpectedness
• Credibility
• Concreteness
• Emotion
• Stories

11. Treat your supporters as
heroes
1
Provide awesome
service & support6
Make it fun for everyone7
Tell great stories (and lots
of them)
2
Create a great opportunity
to give and fundraise
3
Do the work before you
launch
4
Encourage and
accelerate the social
5
Choose the right tool (for
them first)
8
HOW SOCIAL FUNDRAISING?
8 MUSTS FOR SOCIAL FUNDRAISING.

12. TREAT YOUR SUPPORTERS AS
HEROES.

13. WHAT IS THE ADVENTURE YOU ARE
CALLING YOUR HEROES TO?
• It is bigger than you
and your work and
taps into things like:
– Meaning
– Purpose
– Community
– Connection

14. WHAT IS THE SPECIAL GIFT THAT YOU
POSSESS
AND CAN GIVE?
• Is a creative wildcard
that could be a:
– Platform
– Piece of technology
– Tool kit they can build
off
– Financial match
– Other incentive

15. WHAT ARE YOU LIKE AND HOW DO YOU
HELP?
• You have a
personality that helps
and can be:
– Inspiring
– Fun
– Smart
– Encouraging
– Rebelious

20. TREAT YOUR SUPPORTERS AS
HEROES.
• What’s the adventure you’re calling people
to?
• What are you like as the mentor?
• What special gift do you possess for
heroes to use and benefit from?

21. TELL GREAT STORIES (AND
LOTS OF THEM).
• Genesis
• Future
• Beneficiary
• Staff
• Confession
• Donor/Supporter

26. CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
• SMART
– Specific
– Measurable
– Attainable
– Relevant
– Time bound
• What do people do, for how long, so that
and how?

27. CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
charity: water
September
• Raise $520 in
September to help 8
people get clean
water by starting a
campaign on
my.charitywater.org

28. CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
Dalit Freedom Network
“For Freedom”
• Do something for
freedom and every
$150 you raise before
May 31 will be
matched to provide
education for a Dalit
child for another year.

29. CREATE A GREAT OPPORTUNITY TO
GIVE AND FUNDRAISE.
Change Heroes
• Raise $10,000 in 3
months to build a
school in Kenya by
asking 33 friends to
give $3.33/day for 99
days

31. OH YEAH, YOU HAVE TO ASK
STILL!

32. CLOSE THE LOOP.

33. CLOSE THE LOOP.

34. CLOSE THE LOOP.

35. DO THE WORK BEFORE YOU
LAUNCH.
• Get commitments and pledges before the
campaign
• Source input and encourage co-creation
from “champions”
• Use communication schedule
• Set clear goals
• Plan for success, be ready for failure
– Scenario planning

36. Art director Alexis Persani. Photographer Leo Caillard.
CHOOSE ONE
METRIC THAT
MATTERS TO
SIMPLIFY AND
FOCUS IN ON
WHAT IS MOST
IMPORTANT.

37. GET SOMEONE
ELSE TO SAY
HOW COOL YOU,
THE PROJECT,
IMPACT, ETC IS.
Art director Alexis Persani. Photographer Leo Caillard.

39. ENCOURAGE AND ACCELERATE
SOCIAL.

40. Art director Alexis Persani. Photographer Leo Caillard.
DON’T
UNDERESTIMATE
THE BOTTOM LINE
BENEFIT OF GOOD
DESIGN.

41. ENCOURAGE AND ACCELERATE
SOCIAL.

43. PROVIDE AWESOME SERVICE
AND SUPPORT.
Proactive
• Nudges with tips, ideas
• Toolkit
• Share their
stories/examples
Reactive
• Dedicated contact
• Thank, thank, thank
• Encourage
Common Link
• Community Management
200 Visit
20 Sign Up
10 Set Up
5 Do
2 Succeed
1 Superstar

48. MAKE IT FUN FOR EVERYONE.
• Fundraisers
– Set up
– Ask
– Update
• Donors
– Give
– Share
– Follow
• Larger Community
– Learn
– Share

49. SET DONATION
ANCHORS THAT
EQUATE TO
SOMETHING REAL
& TANGIBLE
Art director Alexis Persani. Photographer Leo Caillard.

50. MAKE IT FUN FOR EVERYONE.

51. MAKE IT FUN FOR EVERYONE.

52. MAKE IT FUN FOR EVERYONE.

53. CHOOSE THE RIGHT TOOL(S).
• Brand and customization
• Storytelling and content
• Interactivity and social
• Costs and resources
• Charity focus and friendly

54. TOOLS DON’T
RAISE MONEY,
PEOPLE DO.
Art director Alexis Persani. Photographer Leo Caillard.

55. Art director Alexis Persani. Photographer Leo Caillard.
VALUE THE
SUPPORTER
EXPERIENCE
BEFORE YOUR
OWN.

56. BRAND AND CUSTOMIZATION.
• How much do you actually need?
– What is this not accomplishing?
• Understand the costs/drawbacks of
custom work
• Brand is about experience before colours,
logos and fonts
• Wait until someone asks for a feature
before you customize

57. STORYTELLING AND CONTENT.
• How easy is it to use videos?
– Link from YouTube, Vimeo, etc., embed,
upload?
• How much do you want to storytell and
provide updates in your campaign?
• Can you provide content, stories and
updates regularly?
• How dynamic are the content zones?

58. INTERACTIVITY AND SOCIAL.
• Can people interact with you and others
easily?
• Can you interact with others easily?
• Is sharing available, intentional,
integrated?
• Are there sharing nudges within the
product?

59. COSTS AND RESOURCES.
• What are the hidden costs?
– Mainly time
• What costs does this save?
– I.E. automated tax receipts and administrative
costs
• One time, ongoing and transaction cost
structure?
• How can this fit into your current
processes?

60. Art director Alexis Persani. Photographer Leo Caillard.
DON’T BE AFRAID
OF TRANSACTION
COSTS, YOU ONLY
PAY IF YOU
SUCCEED.

61. CHARITY FOCUS AND
FRIENDLY?
• Can they issue tax receipts? Are they from
you or another entity?
• Do you have access to donor information?
– Is it easy?
• Is the tool built for charity or adaptable for
charity?

62. THE MORE
THINGS YOU ASK
A TOOL TO DO,
THE WORSE IT
GETS IN ALL
AREAS.
Art director Alexis Persani. Photographer Leo Caillard.

63. 5 CANDIAN TOOLS.
Tool Brand Story Social Costs Charity
?
Overall
FundRazr ★ ★★ ★★★ ★★ ★ 1.8
Chimp ★ ★ ★★★ ★★★ ★★ 2
Giveffect ★ ★★ ★★ ★★ ★★ 1.8
Peer Giving ★★ ★★★ ★★ ★ ★★★ 2.4
Artez ★★★ ★★ ★ ★ ★★★ 2

64. FUNDRAZR.

65. FUNDRAZR.

66. FUNDRAZR.
Good
• Free/easy to set up
• Mobile
• Social integrations
• Charity adaptibility
Bad
• 5% plus CC
• Lack of brand
• Not created for
charities

67. CHIMP.

68. CHIMP.

69. CHIMP.
Good
• Easy to use
• 1% plus CC
• Free & easy set up
• Tax receipts
• Donation widget
• Charity registration
optional
Bad
• Lack of brand
• Donor information
• Customization

70. GIVEFFECT.

71. GIVEFFECT.

72. GIVEFFECT.
Good
• Easy to use
• 1% plus CC
• Tax receipts (not
yours)
• Interactive with simple
updates
• Charity focused
Bad
• Limited branding
• Only charities that
sign up with them can
receive funds

73. PEER GIVING.

74. PEER GIVING.

75. PEER GIVING.

76. PEER GIVING.
Good
• Brand
• Storytelling
• Full website
• Tax receipts
• Interactive with blog
updates and comments
• International receipting
and processing options
Bad
• 4% plus CC
• Full website
• Set up resources
• Template sites

77. ARTEZ.

78. ARTEZ.

79. ARTEZ.

80. ARTEZ.
Good
• Brand
• Customization options
• Event management
built in
• Mobile and multi-
channel
Bad
• Customization options
• Set up resources
• Not inherently
interactive

81. OTHER TOOLS.
• Blackbaud - Friends Asking Friends
• Indiegogo
• Kickstarter
• Canada Helps

82. Do the work before you launch
Provide awesome service and support
Make it fun for everyone
Tell great stories (and lots of them)
Create a great opportunity to give and fundraise
Encourage and accelerate the social
Treat your supporters as heroes
Choose the right tool
✔
✔
✔
✔
✔
✔
✔
✔
HOW SOCIAL FUNDRAISING?

83. FREE TOOLKIT.

84. @BRADYJOSEPHSON
Strategic Director, Charity Express
Client Success Team Lead, Peer Giving Solutions
brady@charityexpress.com
THANK YOU!
Empowering people to act on the human spirit of charity.