10 Tips For Your Nonprofit’s Next Peer-to-Peer Fundraising Campaign

By eleventy marketing group

Facilitating peer-to-peer connections can have a huge impact on your fundraisingOnline sharing has become a part of our everyday lives. We share pictures with friends on Facebook, shoot stats and facts out to our networks on Twitter, and email YouTube links to co-workers throughout the day.

The rise of online sharing has also had a huge impact on nonprofit fundraising. The ability for one supporter to quickly snowball into a hundred through online sharing is a truly amazing thing—and one that many organizations aim to capture with their fundraising efforts.

That’s why online peer-to-peer fundraising campaigns have quickly moved from curiosity to cornerstone. In today’s post, we’ll share some tips to help your nonprofit get the best results from your next online peer-to-peer campaign.

Some Eye-Opening Crowdfunding Stats from Kickstarter in 2014

While crowdfunding and peer-to-peer fundraising are two separate things, they certainly share some overlap. Both involve using word of mouth and online sharing to drive contributions in hopes of achieving a specific goal.

These stats from Kickstarter in 2014 show the growth and power of online sharing, and the willingness of people to support efforts they are passionate about or see their friends supporting:

22,252 projects were successfully funded on Kickstarter in 2014

$529 million was pledged to Kickstarter projects last year

3.3 million people from nearly every country backed a project last year

2.2 million people backed a project for the first time

773,824 people backed more than one project

71,478 people backed more than 10 projects

1,125 people backed more than 100 projects

Ten Ways to Get More from Your Next Peer-to-Peer Campaign

To offer the best experience for volunteers and donors, and increase the likelihood of success for your nonprofit’s next online peer-to-peer fundraising campaign, consider these 10 tips:

1. Provide Incentives/Rewards

While some supporters will reach out their friends just to support a cause they’re passionate about, you’ll get a lot more involvement with some incentives to sweeten the pot. Use contests (win a trip) or reward levels (get five donations, get this premium) to push more people to get involved and work harder on their campaigns.

2. Use Clear Calls to Action

Keep both your volunteers and donors focused by giving them one clear, straightforward call to action. For volunteers, that’s reaching out to friends. For those friends, it’s making a donation (though you can ask them to volunteer after you get the donation – see #10 below). Don’t confuse people with too many options.

3. Keep It Personal

The whole reason peer-to-peer works is that it’s one person telling another about your organization and cause, rather than you telling them. Make sure that personal, conversational approach comes through in your online efforts. Enable people to use their own language, images and videos. Let the individual personalities of your supporters shine through.

4. Make Set-Up Painless

Social media sites have gone to great lengths to make their sites quick and easy to use. Take that same approach with your peer-to-peer platform. Make it as easy as possible for people to sign up and get started. Don’t test the patience of your volunteers or you may lose them.

5. Show Real-Time Progress

Peer to peer is most effective when your volunteers can see the impact they are making as they are making it. Make sure you’re updating their progress in real time to keep supporters engaged and excited for what they’re doing.

6. Use Regular Email Updates

Don’t limit communications to your peer-to-peer fundraising platform. Keep in touch with your volunteers when they’re away by providing email updates when they receive a donation, get a comment from a friend, or reach a goal. Continually work to pull them back in.

7. Get Your Organization Involved

It all starts at home. Invite your employees, partners, friends and family members to get involved in your peer-to-peer campaign and help spread the word. Just having a peer-to-peer platform alone won’t create a successful campaign; people need to see it in action.

8. Make Social Sharing Easy

It’s incredibly important to make it simple for volunteers to share their campaigns with friends through various social networks (ideally, with the click of a button). In order for any peer-to-peer campaign to grow and snowball, social needs to play a key role.

9. Immediately Acknowledge Donations

When a donation is made, make sure both the donor and volunteer are notified immediately. For the donor, this provides much-needed verification; for the volunteer, this strengthens the campaign connection and encourages continued engagement.

10. Encourage Donors to Become Volunteers

When done effectively, peer-to-peer campaigns have the potential for infinite growth. Keep the cycle going by giving every campaign donor the option of becoming a volunteer and reaching out to their friends immediately after they have made a donation.

Have questions about how your nonprofit can use peer-to-peer fundraising? We’d love to help you answer them. Connect with eleventy today.