How and why people donate to a nonprofit has changed rapidly over the past few years.
People increasingly value their peers’ reviews and recommendations to help decide what restaurant to eat at, what product to buy, and now, which nonprofit causes to support.
In a 2012 NTEN survey, 20% of respondents said they were motivated to donate to an organization solely because someone that they knew supported it.
Dedicated supporters━ones that raise funds and spread awareness on behalf of your organization━are extremely valuable to nonprofits in helping them achieve their goals.
However, even the most dedicated supporters could use some fundraising guidance from the organizations they champion.
Provide a personalized donation page.
Some digital fundraising tools like Salsa can instantly set up nonprofit supporters with their own personal donation pages. The donation page can show features like a donation progress bar and allow viewers to share the campaign on their social networks.
It also can be integrated straight to other software, such as your organization’s customer relationship management (CRM) system to automatically input contact information.
Also, when they collect donations on behalf of an organization, those contributions will be securely processed and go straight to the nonprofit.
Set clear, realistic fundraising goals.
Help supporters start out their campaign by giving them a clear fundraising goal amount. In other words, simply let them know what you need but make sure it is something that they can achieve. Organizations may want to start out with a smaller goal amounts for first-time peer-to-peer fundraisers.
Make it fun.
Nonprofit organizations can engage supporters by making fundraising a fun experience. An increasing number of individuals are donating to causes by participating in 5K races, marathons, team competitions and other events. Giving supporters a range of fundraising options and events to choose from can increase their engagement.
This is especially important for charities that have a high percentage of Millennial constituents. Studies show that Millennials are most likely to give through events than other generations and are likely to do peer-to-peer fundraising on behalf of a nonprofit organization.
Sell Merchandise and Products to Participants and Attendees
Peer-to-peer fundraising events and merchandise are one of the best fundraising combos out there.
If you’re using a P2P fundraising platform to raise money for a corresponding walkathon, it just makes sense that your participants would want to wear a branded t-shirt or quench their thirst with a neat water bottle.
Offering incentives for different giving levels can encourage your fundraisers to give it their all and ask for those fundraising dollars.
They can even direct their friends and family members to your online store so that they can buy their own merch!
Not only will your nonprofit raise more money, but the merchandise merchandise becomes easy advertising.
Every time someone wears your nonprofit’s t-shirt or uses a promotional mug or water bottle, they are opening up an opportunity to talk about your organization to others!
Give social media best practices and examples.
Once supporters have their page, goals and everything else set up to launch their peer-to-peer fundraising campaign, they are ready to start promoting it. However, that can be easier said than done.
Simply sharing their online donation page on their social media profiles is useful. However, how they share posts and ask for donations can affect whether or not their friends donate. Also, asking people to give money to a cause is challenging. For some, it can even be uncomfortable.
Organizations should give fundraisers some best practices to follow when sharing a post on social media.
For example, posts should always link back to the donation page. Including a story about why you are fundraising and how the funds raised make an impact can optimize post engagement.
Nonprofits can also make it easier for fundraisers to ask for donations by giving them examples or templates to use when asking peers through social media or email.
Send reminders and show encouragement.
Peer-to-peer fundraising can take some of the pressure off of development staff.
It could also save time, money and effort to manage events. Although some of the pressure is off of an organization in grassroots fundraising campaigns, they should still show that they are involved and help supporters reach their goals.
Organizations can use a constituent management database to segment peer-to-peer fundraisers and send email reminders and words of encouragement to them throughout their campaign. Nonprofits should also recognize and thank supporters for the work that they put into their peer-to-peer fundraising campaigns, just like they would if they were donating.
Dedicated peer-to-peer fundraisers are extremely valuable to a nonprofit. They not only raise funds, but they can also spread cause awareness and attract new supporters. However, the best peer-to-peer supporters will have the right tools and resources to guide them and optimize their fundraising efforts.