The Power of Peer to Peer Fundraising

Peer to Peer fundraising is a social awareness technique, in which individuals can support ambassadors of an organization. Yes, big fundraising events are still happening, but more and more, people will trust their peers as ambassadors before trusting an organizations stewardship.

Because of COVID, many nonprofit organizations turned to virtual fundraising and digital marketing to raise funds. Many nonprofits did not have great success with their virtual peer to peer events because they did not take the time to build systems or an audience to support their goals. Even in virtual spaces, donors still want to know that your nonprofit is working for the greater good. Long gone are the days of donating just to donate.

People are also busier than ever and leveraging their friends to vet nonprofit organizations.

As a nonprofit, what can you do to increase your chances of a successful virtual peer to peer event?

Here are my top 5 tips to a successful virtual peer to peer fundraising event.

Tip #1 - Be Clear

Clear is better than clever!

Know your goals, fundraising process, and plans for funding before ever making the ask.

Missing any one of these three will leave gaps in your strategy and create doubt for your ambassadors and new potential donors.

Your goals don't always have to be a dollar amount. "Say What!!"

I know it seems counterintuitive, but your primary goal could be what your actually need.

New furniture, clinics supplies, transportation, a building. When you clearly communicate what you really want out of an event, you give others permission to think outside of the box. A donor might be able to donate $500 cold hard cash, but they also might be able to donate $10,000 worth of furniture and appliances. Everything has a dollar amount attached

Tip #2 - Create Collatorol First

Most nonprofits have to build the plane on the way up and grow wings on the way down.

This is not how you want to handle this part of your fundraising campaign. Having everything ready to post, email and share will save you hours of heartache. This also forces you to think about all of the details. Social media banners, posts, email funnels, lead capturing and sharable content for your ambassadors.

Most nonprofits have to build the plane on the way up and grow wings on the way down.

Tip #3 - Be Social Not Salesy

Learn how to share your story long before you have to ask for help. Let your current and future donors know who you are, what you do, what problem you solve, and why the world is a better place because your organization is in it. Share stories of success and how your success is dependent on others contributing. Share your highs and your lows. Be willing to be transparent & vulnerable in your messaging. You can catch more flies with honey than with vinegar.

Tip #4 - Do The Work

The bee does not waste time explaining to the fly why honey is better that sh!t. The bee simply does the work. The work produces the results and desired outcomes. It is easy for nonprofits to get caught up in the "if only we had the money" song and dance. This could cost you donors. Donors want to help those that can help themselves. If they see that you are not putting in the work or making the moves to the best of your ability, they might feel like you would not be a good steward of their time or money. Prove to donors that you can be trusted by already doing the work and asking them to join you on the journey.

Tip #5 - Finish Strong

The best parts of a campaign are brainstorming and conception of cool ideas. When it is time to implement and execute things look a bit different. Have a clear plan about who does what and when. There should be someone to help with tracking progress and accountability. The middle to end of a project is where you want to focus your request for help. Everyone is excited in the beginning, so when things start to fall short towards the end, you already know you have reinforcements coming.

What does this have to do with Digital Marketing?

When events fails, they are often blamed on marketing and communication. The truth is the event never had a chance if the five tips above are not priorities. Your marketing and communications for an event are only as good and clear as your needs and goals. So before there is a design concept, there needs to be a clear goal, robust content and energized people ready to finish strong. Without it, you might want to consider another fundraising option.