Jori Taylor is a Senior Strategy Consultant at Blackbaud, focusing on everything peer-to-peer (P2P) fundraising. During 2013, Jori combined Blackbaud’s powerful P2P software, TeamRaiser, with innovative group consulting services to create Go! TeamRaiser. Go! is a comprehensive email strategy program that boosts P2P fundraising success by advancing recruitment and coaching tactics.
Who’s ready for another Blackbaud Peer-to-Peer Fundraising Study? I know I am and it gets released this week. Let’s take a sneak peek at a couple of data points and get the conversation started.
Let me begin by asking this…
Do you use the concept of teams/team captains with your event? Do you treat your team captains like recruitment and fundraising super heroes? Do you focus on the retention of team captains year over year?
If not, start doing all of this. Here’s why.
90-10 is the new 80-20
We knew team captains had value, but we never realized how much until now. Without team captains, there wouldn’t be teams with team members. Think about it. Have you heard of the 80-20 rule? It’s a rule that exists beyond fundraising, but when it comes to event fundraising, it means 80% of the money raised comes from 20% of event participants. Well, throw that rule out. If you really look at the data above, you’ll notice that it’s more like 90% of the money raised comes from 10% of event participants. Why? Together, team captains along with the team members they recruit are raising nearly all of an event’s revenue. Team captains truly are our recruitment AND fundraising super heroes.
The VITC treatment
Team captains are your most important segment. Seriously. It’s crucial to employ a stewardship program that caters specifically to them and their needs. Let’s call it the VITC, “Very Important Team Captain,” treatment. When creating a VITC stewardship program, consider the following.
- Why do they choose this cause?
- What keeps them engaged?
- What keeps them motivated?
- Assign a staff member or volunteer to act as a fundraising coach to all registered team captains.
- Create an email address or help line accessible only by team captains.
Lay it on thick, but not too thick:
- Craft email messages with personalized content that provides the tools and guidance team captains need to recruit more team members and raise more money.
- Schedule regular check-in calls.
- Host in-person meet-up groups.
- Create special apparel that recognizes team captains on event day.
- Consistently feature a team captain in your general event communications to showcase their contributions.
- Plan regular call-outs on social media that celebrate the successes of team captains.
Hold on for dear fundraising life
Team captains can make or break an event. Although participant retention is important year over year, retaining team captains is especially valuable. Invaluable, actually. Team captains likely have a connection to the cause and the motivation to fundraise and motivate others to fundraise. If you lose a team captain, you lose an entire team. Ouch!
Want to learn more about the peer-to-peer benchmark? Join Blackbaud’s Amy Braiterman and Nancy Palo on April 16th for a webinar to dive into the findings of The 2013 Blackbaud Peer-to-Peer Fundraising Study. Register today!