Advanced Peer-to-Peer Insights

All attributes are appended at the household level and are determined using predictive modeling. Variables utilized include both directly measured data at the household level, as well as appended financial, behavioral, demographic and econometric data on the household and zip+4 basis.

Attribute name	Attribute Type	Attribute Description
Event Participation Score	Score (0-1000)	Looking at previous event participation to predict likelihood to participate in future events (Examples: run, walk, ride)
DIY Score	Score (0-1000)	Looking at previous individual driven fundraising events to predict likelihood to participate in future events (Examples: raise money for ________ sick child/victims of tragedy/NPO/etc.)
Peer-to-Peer Persona	Segmentation	A cluster segmentation focusing on the type(s) of cause the individual prefers to support, the type(s) of Peer-to-Peer vehicle (crowd fundraising vs. org. driven) they are likely to use, and their potential dollars raised.

Influencer Persona Raw Score	Profile	Campaign Preferences	Team Participation	Revenue & Fundraising	Communication Strategies
Go Getters	​ Upwardly mobile, healthy, and educated, Go Getters are about average in terms of philanthropy, but their drive to compete can motivate them to fundraise.	More likely to participate in cycle events and DIY.​	Least likely to be a team captain, but tend to be on larger teams.​	Although less likely to participate in multiple campaigns, Go Getters tend to raise about the same as Do Gooders. When they fundraise, the average gift they receive is high, though they are also fairly likely to be fee-only participants.​	Motivated by rewards and recognition, target Go Getters to publicly share their stories, both in real life and digitally. They are tech savvy and like to be ahead of the curve, so invite them to use innovative fundraising tools such as mobile apps. Their risk tolerance and interest in a healthy lifestyle make Go Getters good targets for dare, obstacle, and endurance events.​
Over Achievers	Typically willing to help on a sporadic basis, Lone Wolves respond best to messages related to immediate needs instead of potential. They favor causes that more immediately impact the world they see and experience.	More likely to participate in cycle events and DIY, and somewhat likely to participate in walks.​	Tend to be members of the largest teams.​	Over Achievers are exceptional fundraisers. Financially secure, they tend to make sizable personal gifts and receive more and larger donations from their network of family and friends. They are also more likely than average to donate to other P2P participants. ​	This group is interested in learning how they are contributing to the greater good and welcome consistent messaging across channels. Competition, challenges, leaderboards, and recognition fuel their fire. They enjoy earning prizes, particularly those that show off their affinity to the campaign or organization. They should be approached with opportunities to share their experiences publicly, to join the committee, or to step up in other ways. They will deliver in spades. Having a high-risk aptitude, they also tend to be good targets for dare or obstacle events. ​
Do Gooders	Do Gooders are very philanthropic, and tend to give more themselves than a traditional wealth screening would suggest. Combined with their ability to raise funds makes them quite valuable to organizations. ​	More likely to participate in cycle, DIY, and walks.​	More likely than Over Achievers and Go Getters to be on a team or be a team captain, but the teams are smaller.​	Do Gooders are strong fundraisers, but tend to raise about half that of Over Achievers. They are likely to participate in multiple P2P campaigns, and have a tendency to both pay the fee and fundraise on top of that.​	Challenge Do Gooders to set a lofty goal. They are conscientious and self-motivated and will work hard to reach it. They generally don’t act on a whim, so multiple touchpoints are needed to engage and drive action. This group is also more active on social media than average, so be sure to provide resources to spread the word on social media. ​
Cause Enthusiasts	Cause Enthusiasts get excited about making a difference. This is the most inherently philanthropic persona, though they tend to skew below average in terms of wealth and education. ​	More likely to participate in runs and walks, and somewhat likely to participate in DIY and cycling events. ​	Most likely to be a team captain and be on a team, though their teams tend to be smaller.​	Cause Enthusiasts donate much more than their wealth profile suggests, and they have the highest revenue as a percentage of income. You can count on them to make personal donations to their own P2P campaigns as well as make donations to other P2P participants. They are also most likely to participate in multiple P2P campaigns. ​	They’re extremely passionate about the mission of your organization and want to hear about your history and current successes, but might need a little confidence boosting when it comes to being a captain, speaking publicly, joining the committee, etc. They engage on social media more than any other persona, but are not very tech savvy. Provide them with plug-and-play resources to share with their networks, as well as personal attention and instruction related to online fundraising.​
Generous Joes	Generous Joes raise about the same as Average Joes, but they are more philanthropic. They are also less healthy, wealthy, and educated than their fundraising counterparts. ​	Likely to participate in runs, walks, and DIY.​	Likely to be a team captain or the member of a team.​	Generous Joes are average fundraisers, but funds raised tend to be their own rather than from their network of friends and family. ​	They are more engaged than average on social media, so provide them with resources to spread the word with their networks. They aren’t very advanced with technology, so they will appreciate step-by-step instructions when it comes to online fundraising. Generous Joes gain confidence when they can follow someone else’s lead. Share testimonials from other participants, and they’ll be encouraged to join and take action. ​
Average Joes	Average Joes embody what their name suggests, but they can be one of the largest persona segments, and can be responsible for a large percentage of P2P revenue. ​	No distinct preferences.​	Mix of team captains, team members, and individuals.​	Average Joes are middle of the pack in terms of dollars raised, but they tend to donate less to their own fundraising efforts and collect more from friends and family. ​	Average Joes don’t stand out from the crowd. A mix of message types and tactics is appropriate to help engage.​
Caring Contributors	Caring Contributors are often the least educated and least wealthy of the personas. They are most likely to have children and have high levels of daily stress. ​	Least likely to do a cycling event.​	Somewhat likely to be a team captain or be on a team.​	Caring Contributors generate about as much revenue as Casual Contributors but can be slightly more invested in the cause. Because of this, they are inclined to personally donate what they can both to their own efforts and to their fellow participants. ​	Protective of their spending, Caring Contributors respond positively to registration fee discounts. They are not concerned about the health aspects of participating, but are interested in any family-friendly activities related to the campaign. These constituents have busy lives, so make engaging and participating as easy and low-commitment as possible. ​
Thrill Seekers	One of the least philanthropic segments, Thrill Seekers are more interested in appearances than they are in your mission and they have the lowest revenue as a percentage of their income. They keep up on the latest trends and have all the latest tech. This group is very active on social media, though they post more than they engage.​	Least likely to do a walk event.​	Least likely to be on a team.​	Thrill Seekers are below average in terms of P2P revenue. They are not likely to make a personal donation and are most likely to only pay a fee and not fundraise.​	Capitalize on their fear of missing out and offer them the opportunity to be involved in something new and exciting, along with the tools to share their participation with friends. Thrill Seekers embrace risk and are excellent targets for dare and obstacle events. They are impulsive and aren’t motivated by meeting goals but could rally a group to participate in a trendy campaign.​
Casual Contributors	Casual Contributors are often the least philanthropic of the personas. They are also the least conscientious and most impulsive segment.​	Least likely to participate in a DIY campaign.​	Tend to be members of larger teams.​	Casual Contributors often generate the least amount of revenue of any P2P segment and are likely to pay a fee only and not fundraise.​	Consistent messaging is more important than segmented communication, as these participants aren’t particularly enthusiastic. Casual Contributors also lead busy lives, so make participation and engagement as easy as possible to win them over. ​

Before continuing ensure the exported file meets the following requirements:

• Only individual records can be included
• Exclude Deceased records
• Exclude records where the Home address is either blank or a foreign address
• PO Boxes can be included however return lower results. Include physical address for better returns.

How to create the export from a Non-Raiser's Edge Database

1. Create a file that includes the following fields:
   • Record ID
   • First Name
   • Last Name
   • Address Line 1
   • Address Line 2
   • City
   • State
   • Zip Code

2. Save the file in a Tab Delimited Format.

   Warning: After saving the file as a .txt document DO NOT open it again. Excel could remove leading 0's from Zip Codes or Unique ID's.

3. Upload the file to Blackbaud's FTP folder. (Do NOT place the file in any folders within your FTP folder. Just upload directly in the FTP)

4. Email your Project Coordinator with the:

   • Filename
   • User that uploaded the file to the FTP

How to create the export if The Raiser's Edge database is self-hosted:

Download, install, and run the RE Export wizard as detailed in How to Download and Install the Export Wizard for a Target Analytics Project.

How to create the export if Blackbaud hosts your Raiser's Edge database:

Contact your Project Coordinator and an appointment will be set up with a Data Specialist. The data specialist will pull the information needed from The Raiser's Edge.

The results are returned via a file based on the constituent database your organization uses.

There are two ways that the file can be imported into Raiser’s Edge, given customizations\tabs that a customer has purchase in the past. If a Raiser’s Edge customer has the Search Module or is using RENXT, the results reside in the record's Ratings tab; otherwise, the results reside as attributes.

The Raiser's Edge results files: Three Constituent Attribute Import files are returned if the client doesn't have the Prospects Tab

Filename: AdvancedP2PInsights_EventParticipation_Attribute.csv

Import ID	CAttrDate	CAttrCat	CAttrDesc
12-001	mm/dd/yyyy	Event Participation Score	1000

Filename: AdvancedP2PInsights_DIYScore_Attribute.csv

Import ID	CAttrDate	CAttrCat	CAttrDesc
12-001	mm/dd/yyyy	DIY Score	1000

Filename: AdvancedP2PInsights_P2PPersona_Attribute.csv

Import ID	CAttrDate	CAttrCat	CAttrDesc
12-001	mm/dd/yyyy	P2P Persona	Go Getters

How to import the files into The Raiser's Edge as a constituent attribute:

Warning: Before you proceed with the following instructions, back up the database. If your organization integrates multiple Blackbaud products, refer to the Additional Requirements section of the backup article.

Note: As with any large import into The Raiser's Edge please be aware that timeout settings my interrupt the import process. Review How to review security settings for The Raiser's Edge inactivity timeout.

1. Save the import file provided by Target Analytics to the local workstation.

2. Unzip the file following these steps:

   1. Double-click the ZIP file to open WinZip.

   2. Click Extract.

   3. Select the destination folder for the extracted files.

   4. Click Extract. If the file is password protected, enter the password and click OK.

   5. All 3 files, one for each score, are extracted to the selected directory including the .csv import files.

3. In Raiser's Edge, go to Configuration, Attributes.

4. Add the following New Constituent Attributes and select the suggested data type for each (See, How to add an attribute for more information):

   • Event Participation Score (Data type: number)

   • DIY Score (Data type: number)

   • P2P Persona (Data type: Table with a table name of P2P Persona Segmentation (The last option in the table drop down will create a new table))

5. Go to Admin, Import, double click Constituent Attribute.

6. Choose the Following Options on the General tab of the Import:

   • Import New Records, Create New Table Entries, Validate Data Only

   • Browse to the import file extracted in step 2.

   • Use Import ID to identify existing constituents.

   • Format of the file is delimited.

7. Be sure that all of the fields match up correctly on the Fields tab.

   • There should be a corresponding Raiser's Edge field for each field to import.

8. On the Summary Tab choose to create an exception file, query, and\or control report if appropriate. No selections here are required for import, but they may helpful after the import.

9. Select Validate Data Now.

10. If there are no exceptions, uncheck the Validate data only box from the general tab and then select Import Now on the summary tab.

11. Repeat steps 4 - 10 for each file.

The Raiser's Edge results files: Three Prospect Rating Import files returned if the client has the Prospects tab.

Filename: AdvancedP2PInsights_EventParticipation_Rating.csv

Import ID	PRateDate	PRateCat	PRateDesc	PRateSource
12-001	mm/dd/yyyy	Event Participation Score	1000	Advanced P2P Insights

Filename: AdvancedP2PInsights_DIYScore_Rating.csv

Import ID	PRateDate	PRateCat	PRateDesc	PRateSource
12-001	mm/dd/yyyy	DIY Score	1000	Advanced P2P Insights

Filename: AdvancedP2PInsights_P2PPersona_Rating.csv

Import ID	PRateDate	PRateCat	PRateDesc	PRateSource
12-001	mm/dd/yyyy	P2P Persona	Go Getters	Advanced P2P Insights

How to import the files into The Raiser's Edge as a rating:

Warning: Before you proceed with the following instructions, back up the database. If your organization integrates multiple Blackbaud products, refer to the Additional Requirements section of the backup article.

Note: As with any large import into The Raiser's Edge please be aware that timeout settings my interrupt the import process. Review How to review security settings for The Raiser's Edge inactivity timeout.

1. Save the import file provided by Target Analytics to the local workstation.

2. Unzip the file following these steps:

   1. Double-click the ZIP file to open WinZip.

   2. Click Extract.

   3. Select the destination folder for the extracted files.

   4. Click Extract. If the file is password protected, enter the password and click OK.

   5. All 3 files, one for each score, are extracted to the selected directory including the .csv import files.

3. Add the following new Table entries to the Ratings table and select the suggested data type for each (See, How to add an attribute for more information):

   • Event Participation Score (Data type: number)

   • DIY Score (Data type: number)

   • P2P Persona (Data type: Table with a table name of P2P Persona Segmentation (The last option in the table drop down will create a new table))

4. Go to Admin, Import, double click Rating.

5. Choose the Following Options on the General tab of the Import:

   • Import New Records, Create New Table Entries, Validate Data Only

   • Browse to the import file extracted in step 2.

   • Use Import ID to identify existing constituents.

   • Format of the file is delimited.

6. Choose the following options from the File Layout tab of the Import:

   • Comma Separated, Quotation as the text qualifier.

   • Field names are on the first line of the file.

7. Be sure that all of the fields match up correctly on the Fields tab.

   • There should be a corresponding Raiser's Edge field for each field to import.

8. On the Summary Tab choose to create an exception file, query, and\or control report if appropriate. No selections here are required for import, but they may helpful after the import.

9. Select Validate Data Now.

10. If there are no exceptions, uncheck the Validate data only box from the general tab and then select Import Now on the summary tab.

11. Repeat steps 4 - 9 for each file.

Clients not using The Raiser's Edge or RENXT receive a flat file containing input fields and appended results.

We return a file with the following fields: importid, fname, lname, address1, address2, city, state, zipcode. Any additional data submitted to Blackbaud is not included.

The return file is labeled AdvancedP2PInsights.csv.

importID	fname	lname	address1	p2p_org_event_score	p2p_diy_score	p2p_persona
12-001	John	Doe	123 Main Street	1000	1000	Go Getters
12-002	John	Doe	123 Main Street	1000	1000	Over Achievers
12-003	John	Doe	123 Main Street	1000	1000	Do Gooders
12-004	John	Doe	123 Main Street	1000	1000	Cause Enthusiasts
12-005	John	Doe	123 Main Street	1000	1000	Generous Joes
12-006	John	Doe	123 Main Street	1000	1000	Average Joes
12-007	John	Doe	123 Main Street	1000	1000	Caring Contributors
12-008	John	Doe	123 Main Street	1000	1000	Thrill Seekers
12-008	John	Doe	123 Main Street	1000	1000	Casual Contributors