Your community and donors are one of your most important resources as a nonprofit and charity. That’s not just because they directly contribute to your cause. You can also empower them to fundraise for you and grow your donor community. In this article we explain the benefits of peer-to-peer fundraising, and some of the strategies for how you can empower supporters to champion your cause.
Most fundraising is done by your nonprofit itself, seeking donations from new and current supporters. Peer-to-peer fundraising is where a supporter of your cause rather than a member fundraises for you. These can be everyday supporters who reach out to or host an event for their friends or community members. It can also be influencers, who publicly champion your cause on their social channels. You can support or motivate this fundraising, but ultimately, it’s community-driven fundraising efforts that are on your organization’s behalf and for its benefit.
One of the clear benefits to peer-to-peer fundraising is that it’s not something your nonprofit needs to do. It’s done for you by voluntary members of your supporter community. However, there are other key benefits:
- Naturally Grow Your Community and Donor Pool – Peer-to-peer fundraising is an effective way to grow your donor pool and the size of your community. In turn, that can also lead to more peer-to-peer fundraising with a larger community that supports you.
- Greater Supporter Commitment – Your community and supporters can’t always donate or might want to be more involved with your cause. Peer-to-peer fundraising is an excellent way to keep them engaged and contributing, which in turn fosters a stronger connection with them.
- The Sincerity and Trust of Peers – It’s one thing to convince prospective donors that your cause merits their donation. It’s another when that recommendation or request comes from a community member, family member, friend, or an influencer. Peer-to-peer fundraising is essentially a recommendation from someone others already trust.
While some of your supporters might voluntarily ask about the opportunity for peer-to-peer fundraising, it usually takes some motivation and empowerment from a non-profit itself. Here are some key strategies for involving and empowering your community:
- A Dedicated Webpage – Along with your website’s normal donation pages, create a dedicated page for peer-to-peer fundraising that tells supporters about another way they can contribute to your organization. It can also be a good resource if social media influencers want to voluntarily support your cause. This page can also provide good ideas for supporting campaigns, such as birthday collections or suitable events.
- A Peer-to-Peer Fundraising Portal – Besides just a dedicated webpage that informs supporters about the possibility of peer-to-peer fundraising, you can provide a dedicated portal where they can create and direct their community fundraising. A dedicated portal allows their peers to donate directly on your page. They can also include more advanced features like specific fundraising goals and donation tracking.
- Promote Peer Fundraising Efforts – If you learn of public fundraising efforts from your supporters, be sure to promote them on your social media channels and website. This gives the event more attention, potentially attracting more donations. It also recognizes the efforts of your community and donors, while also promoting the possibility of peer-to-peer fundraising to other members. You can also highlight private fundraising efforts after their successful fundraising to give the same motivation.
- Recruit Ambassadors or Key Community Members – Most peer-to-peer fundraising is done voluntarily without your oversight. If you notice certain members of your community or influencers voluntarily championing your cause, you can approach them to act as an ambassador. Influencers can be a particularly good option for this since they have their own community. This empowers them with official recognition, and you may give them specific attention on your website or social channels.
Peer-to-peer fundraising is a powerful and effective strategy that helps to grow and strengthen your donor community. With these strategies, you will be able to effectively include this kind of fundraising into your digital fundraising strategies. It’s a powerful tactic because it scales exactly to any nonprofit’s size, big or small. If you want to see how you can start implementing digital peer-to-peer fundraising into your nonprofit, be sure to contact Rosewood Fundraising to help you start building a dedicated page or portal, or to come up with a social media strategy.