Turnkey Talks: Webinars

From Pew to IP Address: Migrating to Digital Fundraising

Learn how Church World Service CROP Hunger Walk moved their offline audience to an online audience -- in droves! Mary Catherine Hinds, National Community Event Strategist, will tell the story of how her team, assisted by Turnkey and Informz, moved 27% more of their audience online in three months using a technology that is rare to nonprofit -- marketing automation. Katrina VanHuss will interview Mary Catherine and a representative of Informz, the marketing automation company providing the technology, to explain the strategy and how the technology works.

September Turnkey Talks: Where the Magic Happens

Vickie Lo Bello, Turnkey Lead Strategist, and previously with American Cancer Society Relay For Life for over 19 years, and past CDO for St. Baldrick’s Foundation, talks about finding where the magic happens with P2P events. She spends time looking at the history of P2P and the changing landscape. Additionally, she provides you with a greater understanding of what your organization needs to know in order to improve fundraising from your P2P activity.

Some takeaways:

  • Changing landscape of P2P fundraising today.
  • We will look at the continuum of volunteer vs. staff driven events.
  • How participants and teams can turbo-charge your event results, and bring in new people.
  • Areas to look for short and long-term changes to your program(s).



July Turnkey Talks: Why Your Boss Ignores Your Data

Check out our latest Turnkey Talks - Why Your Boss Ignores Your Data. Katrina, Otis and Vickie talk with Andrew Means from Data Analysts for Social Good about why compelling data is often ignored. Our newest senior strategist Vickie LoBello will be relating her 20+ years of peer to peer fundraising senior leadership with American Cancer Society and St. Baldricks to the problem of loss aversion by your boss, along with our psychological consultant Otis Fulton and Katrina VanHuss our CEO.


You interviewed stakeholders, defined important metrics, did the work, then visualized the data for leadership.

The picture you painted was clear. But leadership, after “ohhhing” and “ahhhing” over your presentation, did nothing.


In this session you’ll learn why. Some takeaways:

  • How do currently held beliefs impact data uptake and understanding
  • How do people receive and sort new information?
  • How do people classify information as true or false, or ignore it completely?
  • How can you fix 1-3?


June Turnkey Talks: How to Build a New Walk Program from the Ground Up

Join us for our latest Turnkey Talks - How to Build a New Walk Program from the Ground Up

Carolyn Edrington, National Director of Events from MRF, talks with Otis Fulton, Turnkey Psychological Expert, regarding how she built her event to $1.6 million in 5 years with limited staff and resources. Carolyn describes the decisions she made, what worked and what didn’t year by year.

Takeaways: • Learn how to move forward in spite of limited resources • Learn what decisions are important to make first • Learn when saying “no” is needed

May Turnkey Talks: Can You Cure Zero Dollar Fundraisers?

What is the single most vexing issue for Peer-to-Peer Strategy Directors? Zero Dollar Fundraisers, of course! Learn why the vast majority of event participants never raise a dime for the causes they join. Lindsay Razzaz, Sr. Consultant at Personify, and Katrina VanHuss, CEO of Turnkey, explore why ZDF's behave as they do, and what leverage you have to change their behavior.

We delve into:

  • The psyche of fundraisers (especially our underperformers!)
  • Recognition principles: understand these powerful techniques, and how to use them
  • Online community strategy: how to automate social interventions that build the confidence and identity needed for ZDF's to activate peer networks

April Turnkey Talks: Why is it Important for Marketing and Fundraising to Align?

Listen in as John Vranas, VP & CMO of Make-A-Wish America, explores the relationship between marketing and fundraising departments, and compares and contrasts those relationships in the context of both federated and consolidated organizations. Hear how John has navigated those sometimes stormy waters successfully in several different national organizations, and hear about when he hit the rocky shoals.  

  • This webinar is intended for leadership in national organizations in fundraising or marketing/communications.  All are welcome but be advised it is a senior level discussion.
  • Hear ideas on building trust between your marketing and fundraising departments to increase support of your cause.
  • Learn how clear communication strategies result in increased fundraising, and ideas to get there.

Turnkey Talks: Registration fees, good or bad?

The Registration fee causes as much debate in peer to peer fundraising as the design of the event tee shirt. That’s a lot. Learn more as Katrina speaks with Diana Aldecoa from LUNGevity about her experiences with waiving registration fees for her New York event.

In peer to peer fundraising we struggle with the question of whether to use a registration fee or not. The Blackbaud Benchmark study makes it clear, at least in a walk environment, the registration fee is highly co-related to lower fundraising.

Why is that? Social science tells us it is because a registration fee tells your brain, “This is something I am buying…now, I have bought it. I don’t need to do more.”

But what if your event was born and raised on registration fees? How do you transition from them? I’ve seen and heard of some horrific stories of efforts to change to a no-reg fee environment. The results were not good: income dropped like a rock, bunch of people showed up anyway.

At least one nonprofit accomplished the switch successfully. But, the Director didn’t know it until we helped her review the data resulting from the event.

Diana Aldecoa, the Vice President of Breathe Deep Events for LUNGevity, switched her New York event from a registration fee entry requirement, to no registration fee with a recognition tee shirt at $100 in fundraising.

Diana said, “I wasn’t 100 % sold on the idea even after we did it, until I saw the data.”

In summary, in 2013 the event raised $176,000 and in 2014 raised $172,000 in individual donations.

Diana said, “We missed our [2014] revenue goal for individual donations, and we went under last year. We were bummed. Then, we started looking at our data and realized these things:

  • Our total participants went down by almost 5% but our zero dollar fundraisers went down by almost 12%
  • We did not realize over $30,000 in registration fees and still missed by only $4,000 last year’s number
  • The number of people who showed up day of event, registered, and didn’t raise any money dropped from 216 to 34. The amount of money we realized from that group was…wait for it….$505 in 2013 with 216 people, and it was $490 in 2014 with 34 people.

A registration fee helps deadwood accumulate at your event. What Diana saw is an audience that had the deadwood burned off. What she had left was a more mission-attached audience. The day of the event, she had TERRIBLE weather. Until she looked at her data, and the timing of registration and fundraising, she didn’t realized how much it did not matter. Her 34 people who were mission-attached and had not registered STILL showed up in terrible weather, and they created as much money on a nasty day as 216 people had on a beautiful day the year before.

How did LUNGevity and Diana make this magic happen? First, says Diana, her event staff person came from an organization with no registration fee for their income event. That meant the event staff person had bought in already to the idea.

LUNGevity also messaged early and often on these points: “This is a fundraising event. At $100 in fundraising we will recognize you with a tee shirt symbolic of your effort.”

Of the 2014 experience at large, Diana said, “I wanted more. It didn’t work as well as I wanted, but it worked well enough to continue. I see the trend and I know what it will mean long-term.”

So how do things look 2 years in? Learn how well staying the course paid off with her 2015 event during this webinar.

Turnkey Talks: Gifts Don't Motivate Fundraising

Do you find that hard to swallow? Do you flat out disagree? Check out our latest Turnkey Talks where Katrina discussed this hot topic with Taly Fantini, Director of National Signature Events for ALS, and Otis Fulton, Turnkey psychological expert. This webinar was facilitated in partnership with the P2P Professional Forum. The idea that gifts motivate fundraising is like the idea that the earth is flat, because that is the way it looks. Dig into that idea and you find out not only that it isn't true, but that an understanding of why it isn't empowers you as a P2P fundraiser in crazy ways!

We'll talk in more depth about the psychology of why that is, and show you statistics from our Peer-to-Peer Recognition Benchmark Report which proves the concept. Learn more in our conversation with Taly.

This webinar will help you:

  • Gain insights into the mindset and tendencies of the volunteer fundraiser
  • Learn how to avoid falling into market relationships and foster social relationships
  • Understand the counter-intuitive data results you might get
  • Get tips on how to install affinity in your fundraisers

Plan how to move even zero dollar fundraisers into action using these principles.

View it now! >>


Turnkey Talks: 2016 Turnkey Peer to Peer Recognition Benchmark Report

The findings offered in this Turnkey Peer to Peer Recognition Benchmark Report and webinar reflect in-depth research of 93 programs from a selection of 33 Turnkey clients in the United States from January 1, 2012 to November 1, 2015 covering over a million volunteer fundraisers. These organizations’ events included walks, runs, marathons, rides, DIY, and unique events. Collectively, they bring in more than $400 million per year.

Statistics and analysis covered include:

  • Type of event drives different levels of engagement - the specifics of those differences and the reason behind each
  • Performance differences between those seeking recognition vs those not
  • Year over year effects of recognition on individual fundraising


Download the report!


Watch the Recognition Benchmark Report webinar to hear Katrina and Otis discuss the findings and insights to help you with your events.


Let us know your thoughts on the findings of the recognition benchmark report. Do your events measure up? Can you see different ways to approach recognition to strengthen your relationship with your fundraisers?

Turnkey Talks: The Psychology of the Volunteer

The psychology of the volunteer fundraiser can help you if you understand it. It can hurt you if you don’t. Unfortunately many nonprofits trip up and fall into market relationships without really internalizing what that means, and it means a lot.

Join Katrina VanHuss, CEO Turnkey, and Otis Fulton, Turnkey Psychologist, as they speak with Amy Braiterman, Principal Strategy Consultant at Blackbaud, about focusing on social relationships and keeping away from creating market relationships.

This webinar will help you:

  • Gain insights into the mindset and tendencies of the volunteer fundraiser
  • Learn how to position the online fundraising tool you already own to the greatest advantage
  • Understand the counter-intuitive results you might get
  • Get tips on how to install affinity in your fundraisers
  • Plan how to move even zero dollar fundraisers into action using these principles



Turnkey Talks: How intrinsic motivation increases revenue

Join us as Katrina VanHuss, CEO at Turnkey and Nicole Dolan, Director of Out of the Darkness Walks for AFSP discuss insights to why participants raise more money for a cause when they are intrinsically motivated to reach their goal.

(Due to a technical glitch, the video starts about 1 minute into the webinar. We apologize, but know you'll love the great content presented.)

During the P2P Professional Forum Conference it was announced that the American Foundation for Suicide Prevention (AFSP) experienced over a 30% increase in fundraising income in 2014.

With so many nonprofit organizations facing declines in their event participation and fundraising revenue, how did AFSP do it?

In less than an hour you’ll come away with: • Lessons from AFSP’s success • How to go beyond segmenting in your e-communications to increase your fundraising income • Techniques to increase fundraiser alignment with your organization

Turnkey Talks: Volunteer Driven Nonprofit Fundraising Events? Fear not.

Volunteer Driven events? Fear not.A candid conversation between Danielle Dodman, formerly of the American Cancer Society Relay For Life and now with MDA, and Katrina VanHuss, Turnkey CEO was held on November 24th at 2pm ET.

“Volunteer Driven.” Words that strike fear and loathing into the hearts of peer to peer nonprofit fundraising pros everywhere. The American Cancer Society Relay For Life is the largest volunteer driven event in the world. The event sprang from nothing in 1985 to over $400 million per year at its height. No other organization has been able to use the same best practices to similar effect.

Hear the unique perspective of Danielle Dodman, formerly of the American Cancer Society Relay For Life and now with MDA, talk about her experience as she and her team attempt to bring the volunteer driven model to MDA. You’ll hear the trials, the tribulations, the successes, and the failures from this frank, PowerPoint-assisted conversation.

Turnkey Talks: How to succeed when your mission connected audience is tiny

Your mission-connected audience is tiny. Can you still grow your walk program? Absolutely. Find out how from Hydrocephalus Association National Director of Special Events Randi Corey.

There were many excellent questions asked and answered during the webinar as well - so this is one you definitely want to watch!

Randi is a veteran of much larger nonprofits which target much more pervasive conditions. Having served at March of Dimes and JDRF, both with much larger affected populations, Randi also served Cystic Fibrosis and now Hydrocephalus Association. She’s been on both sides of this fence.

In 60 minutes you’ll come away with insights on: 1. How to grow your mission-connected audience 2. How to supercharge their fundraising 3. How to keep them coming back, year after year