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In 2013 peer-to-peer fundraising has grown with a huge success for the American charities. According to the Digital Giving Index, the number of donations acquired by fundraisers, who encouraged their family and friends to give, rose by 50 percent. Nonprofits that added peer-to-peer fundraising on their traditional donation pages benefit from a 15 percent growth in givings.
Watching this fast-paced development in the US market, peer-to-peer fundraising will
play a growing role in Europe in 2014. The Initiative ProDialog even considers peer-to-peer giving as one of the most important strategies for the future. Nonprofits have been recognised the potential: They cannot only raise cause awareness in a very effective way, but also reach new donors and fundraisers who wouldn’t be acquired through traditional channels.
Peer-to-peer fundraising: engaged supporters are the best fundraisers
The concept behind peer-to-peer fundraising isn’t new: supporters raise money for charities or causes and become fundraisers asking friends and family to donate. But now they can use online tools which make it easier and speed up connecting with their network. Using social networking like Facebook and Twitter they can spread the word and invite family and friends to join in and donate.
Almost always peer-to-peer fundraising is connected to some form of event or milestone. According to Initiative ProDialog, the international organization “Susan G. Komen for the Cure“ successfully mobilized their participants of the run “Susan G. Komen Race for the Cure“ to become fundraisers and ask their friends and families to donate. They raised $1,2 Mio. for the charity.
Also the German Kidney Foundation Support Society believed in the power of word-of-mouth when they created the campaign “Aktion Kinderwünsche“ which was nominated for the “best fundraising campaign 2013” in Germany. Successfully they encouraged families with children suffering from urgent kidney problems to share their personal stories online, spread the word and start a fundraiser.
Peer-to-peer fundraising is playing a growing role for nonprofits. The three following trends are the reason why: