How to Get the Most out of Your Peer-To-Peer Fundraising Campaign

Date Published
03/19/2020

As you work to bring in more support for your NPO, the importance of peer-to-peer fundraising cannot be overlooked. There are tools you can use to help manage and optimize your campaign. But you won’t be able to reach your goal all by yourself. You need your supporters to act as ambassadors for your NPO, spreading the word about the cause you’re fighting for, and ultimately recruit more donors.

Here are a few ways to make sure you’re getting the most out of a peer-to-peer fundraising campaign.

Increasing your network of donors starts by simplifying the donation process for your current participants.

Make the donation process as simple as possible

The longer it takes for people to register with your NPO and make a donation, the less overall revenue you’ll bring in. Why? Because people hate when things are too complicated.

Let’s say one person donates to your cause. The process is straightforward, requires no assistance, and only takes them a couple of minutes from start to finish. That person is much more likely to encourage others to donate as well, including peers that are very busy or not particularly tech savvy.

Short sign-up forms, mobile responsive donation pages, and text-to-donate functions are a few elements that you can add to your strategy to make supporting your cause easier.

Rely on social media

Using platforms like Facebook, Twitter, Instagram and LinkedIn will help spread the word about your campaign. Each of your donors has a network of connections on social media that can be accessed with just a few clicks on their end.

Encourage your supporters to share event pages and other related materials on their personal accounts. Give them social icons and hashtags to use in their posts, and offer sample copy so that they don’t have to come up with the phrasing themselves.

Constantly communicate with donors and other participants

When someone makes a donation and/or registers with your NPO, don’t let that be your last communication with them. It’s important to have an active, ongoing relationship with your supporters. You can do this by establishing a communication calendar, which will remind you of when you should reach out.

For example, you could send one email a week for five weeks to prospective donors, each with a call to action at the bottom of the message, like “register here.” For your current donors, you should send updates about the campaign, the progress it’s making, and any other giving opportunities they might be interested in. Keeping your participants informed will keep your mission on their minds, increasing the likelihood of them bringing it up to their peers.

Formulate compelling messages about your cause

If you’re not good at selling your campaign, your supporters won’t be either. After all, it’s not easy to convince friends and family to give money to an organization they’ve never heard of. That’s why messaging is such an important part of an NPO’s fundraising strategy. In your communication with participants, make sure you’re clear and concise about your mission.

Let’s say you’re working to save wildlife from poachers. Rather than sending a detailed email to participants about why poaching is bad, send a single data point that gets the message across, like “X amount of elephants are killed every year by poachers.” Little pieces of knowledge like this are easy to remember and effective in creating an emotional response.

Create incentives around recruiting new donors

When people are rewarded or recognized for doing something, they’re more likely to continue doing it. It’s important to keep this psychology in mind when fundraising.

Thanking your donors with prizes, like t-shirts, water bottles and stickers, will make them feel good about being part of your organization. As a result, they’ll be more motivated to get others involved.  

Interested in learning about more fundraising strategies for NPOs? Visit Allegiance today!


Sources:
https://www.nptechforgood.com/2019/01/24/10-best-practices-for-a-successful-peer-to-peer-fundraising-program/

https://npengage.com/nonprofit-fundraising/peer-to-peer-fundraising-best-practices/

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