Leveraging peer-to-peer fundraising to improve nonprofit broadcaster outreach

Peer-to-peer fundraising relies on conversations between staff, donors and casual supporters and their social circles.
Date Published
Sue Guttormson

The end of a calendar year is a popular time for fundraising for both nonprofits and the people who contribute to them. Nonprofit and religious broadcasters have a unique advantage in this context, as few other types of such organizations have such steady and regular opportunities to connect with their potential and current base of donors. Of course, promoting a year-end campaign or one carrying over into the coming year can’t only involve outreach through broadcasts – donors need a more holistic experience to be thoroughly encouraged. Let’s consider peer-to-peer fundraising, an especially effective way to increase the performance of outreach efforts during this important part of the season:

“To truly be successful, nonprofit fundraising needs to involve a number of different components.”

Consider a peer-to-peer fundraising campaign
To truly be successful, nonprofit fundraising needs to involve a number of different components. Frequent mentions on broadcasts and social media efforts can pay off, but they usually don’t provide the same level of return as a multifaceted effort. In addition to raising awareness through social networking and during on-air programming, a peer-to-peer campaign can help improve results. This type of outreach is a direct and relatively simple process, in the sense that your board members, staff and – perhaps most importantly – volunteers and casual listeners reach out to others in their social networks on the individual level, ideally in face-to-face situations.

Kivi’s Nonprofit Marketing Blog suggested getting a strong start by carefully and thoroughly developing three critical components of peer-to-peer efforts: the story, the message and the request, also called the ask. The story of nonprofit broadcasters can be distilled fairly easily as compared to some other nonprofits, as you can focus on how your station provides a valuable service to the local community in general and to the person being asked specifically. The message needs some customization, but can center around the reduced presence or lack of a voice the potential donor is accustomed to listening to and enjoys. The request for a donation should be clear, quick and targeted, with the story and message providing the facts and emotions to back it up.

Another aspect to consider in effective peer-to-peer fundraising is simple goals and timelines, as The Balance noted. These campaigns rely on your own donors, volunteers and other supporters connecting with people they know to raise funds, and asking them to do so for an extended period of time may lead to burnout. Instead, create a firm timeline and manageable goals for the people doing the fundraising.

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