Peer-to-peer fundraising has continued to grow in popularity and has become heavily integrated with how many organizations are receiving their donations. This method is here to stay, so we, at BetterNow thought we would put together a little infographic outlining the key points of why we think peer-to-peer is so valuable.
Below are some point from the infographic covered in a little more details.
1. Social influence According to Nielsen, 92% of consumers around the world say they trust earned media, such as word-of-mouth or recommendations from friends and family. This great influence on the peers also drives involvement in causes. People are more likely to donate if they are asked by a friend or family member. 2. Convenience & Accessibility A person with good intentions can get involved in charitable activities in many ways, they can donate money, volunteer, buy certain products, participate in an event, sign a petition etc. But what charities are really looking for are supporters that are both involved and influential. The influential ones, the ones that talk about the cause, are truly valuable because they spread the story across their network and recruit new donor for the organisation. 3. Word of mouth Social media provides nonprofits the opportunity to build strong relationship with donors and turn them into fundraisers. Furthermore, Facebook and Twitter are great tools for peer-to-peer fundraising: Engaged supporters can motivate their network to take action and viral spread the fundraising message.
Segment your community into smaller groups Ask yourself who are the people that form your community? On one hand, you have your internal tribe—the employees and the volunteers; on the other hand, the external one—the donors (persons and companies), the social media network, the email lists etc. The first step to engaging with them is by knowing them and their reasons for interacting with your organisations. Define the message accordingly Not all your supporters are ready to start a fundraiser for your charity, that is why you should really consider adjusting your communication according to the relationship type. You may want to to inspire some groups (donors, social media network), educate other (recurrent donors) or simply be very direct about the potential that you see in p2p fundraising (e.g. employees, volunteers). Support them with advice and materials Remember these people are your extended fundraising team, but they do not have the same knowledge about fundraising as your office-based team does. When you hire a new employee you provide training and support, right? Do the same with your fundraisers. Enable them with materials and tools to succeed - for e.g. checklists, best practices articles, eye-catching images, behaviour triggered emails.. Be authentic and show gratitude When a person has created a fundraiser for your charity, the worst thing you can do is to ignore the event. On the contrary, the best thing you can do is send a short, personal, authentic message to that person. What do you do to engage your community? Do you think peer-to-peer fundraising is valuable, and if so in which way? We are always interested to hear your opinions and thoughts. We want to encourage conversation about fundraising where we can collectively contribute to shape the way fundraising will be in the future. Look forward to hearing from you!
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