BONFIRE
Peer-to-peer t-shirt fundraising.
Creating new fundraising channels for nonprofits to rely on.
Making it fast and simple for fundraisers to share team spirit.
The peer-to-peer event t-shirt fundraising product developed by Bonfire has the power to change how teams and participants fundraise for organisations they care about. This free-to-use tool allows participants to design and sell a custom t-shirt ahead of participating in nonprofit fundraising events such as marathons, 5K runs and other challenge-style events. 100% of the proceeds from t-shirts sold to supporters is sent to the nonprofit organisation and contributes to the team’s personal fundraising pages. Ahead of the event date, all apparel sold is printed and delivered direct to the doorsteps of supporters.
COMPANY: Bonfire, custom apparel e-commerce platform with nonprofit fundraising features.
CHANNELS: Conferences, Executive-level direct sales.
INDUSTRY: Apparel.
STRUCTURE: B2B2C.
PRODUCT LIFECYCLE: Introduction.
GOAL: Introduce feature to market, gain market share of enterprise nonprofits, rollout feature to multiple event programs per nonprofit.
The go-to-market strategy was developed to target executive team members at targeted enterprise nonprofit organisations and support them through their first successful peer-to-peer fundraising event with Bonfire as a partner.
Bonfire attended, sponsored and actively participated in a handful of targeted conferences both in-person and online. Positioning the organisation as the go-to platform for streamlining the custom t-shirt experience at nonprofit endurance events, a known source of frustration for event organisers.
Relationships with key decision makers at each of these organisations were established by executive sales representatives and custom presentations and collateral were created to support high-end acquisition efforts.
Significant product marketing support was required during onboarding to ensure organisations had the collateral they need to successfully market the third-party tool to participants. This included landing pages, presentations, marketing materials, social media templates and promotional assets.
Regular cross-team collaboration was conducted to problem solve and improve the feature based on client experience and feedback. Together the feature was expanded to include new platform integrations, increased flexibility and coverage of in-platform advertising banners as well as more aggressive marketing strategies and tracking tools built into the integration.
