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Empower your supporters to fundraise for you.
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Peer-to-Peer Fundraising
Richard Dietz,
Nonprofit R+D
Agenda
• What is peer-to-peer fundraising?
• Why peer-to-peer fundraising?
• What do you need to get started?
• How do you gauge effectiveness?
• Q and A
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Consultants have all the answers…
• Nope, not really
• Great at coming up with “Best Practices”
• Only way to know if it works for YOUR organization is to test
• Always be looking for what is working
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Previous Webcasts in the Series
• Myths of Online Fundraising– Myth #6 - Only Real Way to Measure Fundraising Success is the
Amount of Money Raised• The Funnel – 7 touches• Raising Friends – Peer to Peer Fundraising
• Improving Donor Engagement Online– Mind the Gap – graduated offerings– More actions = more “invested” in your organization
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What is Peer-to-Peer Fundraising?
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Standard Definition
• Peer-to Peer-Fundraising:– The process of empowering individuals and groups to raise
funds on your behalf by allowing (or assisting) them to communicate and solicit prospective donors from their own networks and communities.
• Also known as:– Person-to-person– Network centric– Grassroots– Collaborative– Viral
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Seth Godin – Flipping the Funnel
Seth Godin has a better definition in his e-book “Flipping the Funnel”
Turn strangers into friends.
Turn friends into donors.
And then... do the most important job:
Turn your donors into fundraisers.
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Traditional vs. Peer-to-Peer
• Traditional Fundraising– One to Many (Org >> Supporters)– Impersonal, one-way, expensive, controlled message– Ineffective?
• Peer-to-Peer Fundraising– Many to Many (Supporter > Supporter > Supporter…..)
• Personal, Interactive, Inexpensive, uncontrolled message– Been around forever, but mostly offline
• Much harder to do offline
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Why Peer-to-Peer Fundraising?
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2010 Millennial Donor Study*
• 71.7% of Millennial donors said they’d be willing to communicate with friends and family about ways to be involved in an organization they support.
• Asked who could get them to donate to an organization, most Millennial donors say they would be likely or highly likely to give if asked by a– family member (74.6%) or – a friend (62.8%). – Only 37.8% would be likely or highly likely to give if asked by
a coworker.
*Source: Achieve: www.millennialdonors.com
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Why Peer-to-Peer?
• Increases engagement– Taking action deepens the relationship
• Creates a Community– Example: Komen and LIVESTRONG wristbands
• Very powerful (psychology)– Collective good, social recognition (Maslow)
• Can be much more effective than traditional means– Response rates can be 100 times higher– Red Cross vs. Grandma
• Focus for social media campaigns– Something to take action on instead of just being seen
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What Do you Need to Get Started in
Peer-to-Peer Fundraising?
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Get Started in Peer-to-Peer
• #1 thing needed– Desire and ability to Take Action
• Focus on a big event or issue– All of the key factors of a good fundraising campaign
(See “Myth #2” - previous webinar)– Compelling, call to action, deadline, people give to people, etc.
– Example: Walk/Run event, Haiti Relief
• Tools of the Trade
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Keys to a Successful P2P Campaign
• Compelling story and message
• Clear picture of impact and where the money is going– Individal > Collective Impact (“Yes we can”)
• Deadline (create urgency)
• Simple tools for supporters
• Follow up and Tracking
• Most Important…… Ask!
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Simple Tools for Supporters
• Fundraising pages– Place for supporters to send friends and family– Personal blogs are best
• Widgets– Progress meters, donation forms, banners/badges, etc. that
supporters can use on their pages
• Pre-built Communications– Sample emails, blog posts, tweets to re-tweet, social media
buttons, etc.– Make it easy for supporters to reach out
• Sage Fundraising Online is one easy way to do this– www.sagenonprofit.com/fundraisingonline
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Follow Up and Tracking
• Make sure to thank them!– Build the relationship, further engagement
• Personal thank you and public recognition– Ideas:
• Newsletter just for supports (Maslow)• Contest for top supporters• Special thanks / recognition of top supporters
• Tracking and reporting– Software should track top fundraisers and where those donations
are coming from
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How Can You Gauge Effectiveness?
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Gauge Effectiveness
• Dollars raised is of course one measure– Fact: Very small number will raise most of the money
• Identify them, give them all the support you can!– The long tail will raise a big chunk too but harder to support them
• Give them the pre-built tools and content
• Need new ways to evaluate success– What is success for your org? – Think outside the box
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Return on Investment (ROI) Soft ROI (Hard to measure but vital to long term success)
• Increased awareness / branding• Higher engagement• Community building• Education
Hard ROI (Easier to measure, numbers)• Money raised• Increase in # of supporters• Increase in major donors• Email acquisition• Social media mentions (hash tags #)• Blog mentions (Google Alerts)• Increase in Friends / Followers• Traffic to your website
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Conclusion
• Peer-to-peer fundraising can turn friends into fundraisers
• Take action
• Only YOU can figure out what works for YOUR organization
• Check out the new online tools like newSage Fundraising Online:– www.sagenonprofit.com/fundraisingonline
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Where to go from here
Watch recordings of previous webcasts here:
http://ow.ly/2hUFc
Learn about new Sage Fundraising Online and enter for your chance to win a $5000 unrestricted grant
www.connectwithsage.com
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Contact Richard Dietz:
512-850-6501
Contact Sage:
www.sagenonprofit.com
800-811-0961
Question and Answer
