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How can you engage donors in peer-to-peer fundraising?

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Peer-to-peer fundraising is a powerful way to leverage your existing donors and supporters to reach new audiences and raise more money for your cause. It involves encouraging your donors to create their own fundraising pages and campaigns, and share them with their friends, family, and networks. In this article, you will learn how to engage your donors in peer-to-peer fundraising and boost your nonprofit's impact.

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1 Define your goals and strategy

Before you launch a peer-to-peer fundraising campaign, you need to have a clear vision of what you want to achieve and how you will measure it. What is the purpose of your campaign? How much money do you want to raise? How many donors do you want to recruit? How will you track and report on your progress? Having a well-defined goal and strategy will help you communicate your value proposition to your donors and motivate them to join your cause.

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Jerome Yuen

Mentor / Board Director / Social Sector / Humanitarian Work / Mental & Physical Well-being / World Vision Singapore
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Peer-to-peer fundraising has grown in popularity in Singapore over the last 10 years and I have seen some epic failures where the charities did not even raise enough donations to cover expenses. So it is critical to draw up the goals (not just the amount of donations). With a good level of clarity on the goals, donation strategies and supporting tactical plans can be made to drive for the results.

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2 Choose the right platform and tools

The next step is to choose the right platform and tools to support your peer-to-peer fundraising campaign. You want to make it easy for your donors to create their own fundraising pages, customize them, and share them with their contacts. You also want to provide them with the necessary resources, such as templates, guides, tips, and best practices. There are many online platforms and software solutions that can help you with this, such as Classy, DonorPerfect, or Fundly. Compare their features, pricing, and user-friendliness, and pick the one that suits your needs and budget.

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Gunjika Vishwanath Misra (She/ Her) ??

On a mission to help every woman & girl become financially literate, secure & independentI National President-Home & Security Council, WICCI| Board Member, 7Even Consultancy| 20X LI TOP VOICE| TOP Person Ambassador
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To effectively engage donors in peer-to-peer fundraising, one must carefully select platforms and tools tailored to their organization's needs. Firstly, assess the target audience and their preferred communication channels. Next, research reputable peer-to-peer fundraising platforms with user-friendly interfaces and robust features for donation tracking and social sharing. Additionally, consider integration capabilities with existing CRM systems for seamless donor management. Lastly, prioritize platforms offering secure payment processing and comprehensive support services to ensure a smooth donor experience.

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3 Segment and target your donors

Not all donors are equally interested or capable of participating in peer-to-peer fundraising. You need to segment and target your donors based on their level of engagement, giving history, preferences, and potential. For example, you can use a donor pyramid model to identify your most loyal and committed donors, who are more likely to become peer-to-peer fundraisers. You can also use surveys, interviews, or social media analytics to learn more about your donors' interests, passions, and networks. Based on this information, you can create personalized messages and appeals that resonate with them and inspire them to take action.

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4 Provide training and support

Once you have identified and recruited your peer-to-peer fundraisers, you need to provide them with adequate training and support throughout the campaign. You want to make sure they understand the goals, expectations, and guidelines of your campaign, and how to use the platform and tools effectively. You can offer them online or offline training sessions, webinars, videos, or manuals that cover the basics of peer-to-peer fundraising, such as how to set up a fundraising page, how to tell a compelling story, how to ask for donations, and how to thank and update their donors. You also want to be available and responsive to their questions, feedback, and concerns, and provide them with technical and emotional assistance.

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5 Recognize and reward your fundraisers

One of the most important ways to engage your peer-to-peer fundraisers is to recognize and reward their efforts and achievements. You want to show them that you appreciate their contribution and that they are making a difference. You can do this by sending them regular updates, acknowledgments, and thank-you notes, as well as featuring their stories and testimonials on your website, newsletter, or social media. You can also offer them incentives, such as badges, certificates, prizes, or experiences, based on their performance, milestones, or challenges. These recognition and reward strategies will help you build trust, loyalty, and retention among your fundraisers.

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Niki Brown, MPA

Impact Driven | Nonprofit Leader | Lifelong Learner | Driving Positive Change
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Gamifying peer-to-peer fundraising incentivizes active participation! In addition to earning campaign prizes (branded swag) by hitting dollar-amount milestones, the annual peer-to-peer campaign I manage also features: - Weekly contests (dollars raised, number of gifts, social media engagement, etc.) with sponsored prizes - An online leaderboard - Daily challenges during last week of the campaign - Multiple team recognition categories (earn different colored stars for different milestones) - Shout outs and recognition in weekly campaign update emails - Wrap-up victory party for overall campaign success - Team prizes - Certificate awards and recognitions for individuals and teams - Campaign trophy for the leading team ...and more!

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6 Evaluate and optimize your campaign

The final step is to evaluate and optimize your peer-to-peer fundraising campaign, based on the data and feedback you collect. You want to measure the impact and outcomes of your campaign, such as the amount of money raised, the number of donors and fundraisers involved, the conversion and retention rates, and the satisfaction and engagement levels. You also want to identify the strengths and weaknesses of your campaign, such as the most effective channels, messages, and strategies, as well as the areas for improvement or innovation. Based on this analysis, you can make adjustments and enhancements to your campaign, and share your learnings and best practices with your fundraisers and donors.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Senska Madgscherly O'Donnell, MBA ????

CEO @ Womenful Voice | Leadership and Women Empowerment
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To engage donors, you need to have a strategic plan. In your strategic fundraising plan, you need to consider the different resources in place. Engage your volunteers, staff, and your boards, even donors, who are very engaged with the mission of the organization. Consider using some fundraising tools, gofundme is the best way, in my opinion.

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How can you engage donors in peer-to-peer fundraising?

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4

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1 Define your goals and strategy

2 Choose the right platform and tools

3 Segment and target your donors

4 Provide training and support

5 Recognize and reward your fundraisers

6 Evaluate and optimize your campaign

7 Here’s what else to consider

Non-profit Leadership

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How can you engage donors in peer-to-peer fundraising?

1

2

3

4

5

6

7

1 Define your goals and strategy

2 Choose the right platform and tools

3 Segment and target your donors

4 Provide training and support

5 Recognize and reward your fundraisers

6 Evaluate and optimize your campaign

7 Here’s what else to consider

Non-profit Leadership

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