9 tips to empower your peer to peer fundraisers to optimise their fundraising efforts whether physical or online.
I’m sure by now you’ve considered ways in which to take your fundraising campaigns online. For example, hosting a virtual marathon, a virtual Biggest Morning tea and so many other creative ways to raise funds digitally, all of course, having a supporting peer to peer platform. With so many more people at home and online now, we must ensure we have the right digital strategy in place.
Not all superheroes need a cape, and as it turns out they don’t need to venture out from their very own living room! We must now consider how can we provide the best possible support to those heroes (our current volunteer fundraisers) so they can keep fundraising and spreading awareness for your cause.
Tip 1: Create a group on social media to connect fundraisers with each other per campaign
Launch a dedicated group to support your digital fundraising campaigns. Consider channels like Whatsapp, or Instagram. Here you provide an avenue for fundraisers to share their journey with other like-minded people from your donor base.
This is also a great place for you as the Fundraising Team to load downloadable materials, and daily support messages. You create a fundraising community for specific campaigns you’re running.
Consider your target audience. For example, A Pink Ribbon WhatsApp Group is likely going to attract a different type of supporter than that of your New York Marathon runners. The point is, your marathon runners may want you to provide links and support on training, diet etc, and this type of information is not always relevant across all your fundraising campaigns.
Jumbling all your supporters in one group is not really a campaign specific execution. Ensure you communicate and share information with your online channels regularly to keep your fundraising community motivated.
Tip 2: Provide “Digital Tool Kits” to support your fundraisers
Make it easy for your fundraisers to appeal to their friends and family, and collect online donations in your name. Providing accessible and easy materials for them to download & use will motivate them even more to spread the word.
Think of what digital assets you can design for your supporters to notify their networks that they’re running an important collection for your cause? Keeping in mind your charity's mission should be in the forefront of these materials and they should have the clear ask “donate to my initiative now”.
Some examples are:
- Facebook/LinkedIn Cover Image. Provide a campaign cover image with a link to the individual or team's fundraising page. Provide instructions on how they set this up.
- Prepare a series of posts for social media. Include text, hashtags & images that the fundraiser can simply copy and paste to their personal channels, always with a link to their personal campaign page.
- Emails still work very well in fundraising. Write draft emails that the supporter can copy and paste to send to their networks.
- Encourage selfie videos. In your digital support kit encourage your supporters to post and create their own regular videos about their peer to peer campaigns to share on social channels.
- Media. Consider drafting a press template that the supporter can add a quote to and send to their local media outlets.
There are many more digital tips and tricks you could provide to your supporters. Rally your digital, public relations, fundraising and marketing representatives together to brainstorm and prepare your campaign kits.
Tip 3: Continue your traditional peer to peer donor activation messaging journey.
Donor management is key to recruit fundraisers, and motivate existing ones to raise money in your name. Continue to support fundraisers through an email activation and phone journey. Often, we see that at least 8 points of contact are required to motivate a supporter to launch their peer to peer donor journey. These emails are across several weeks with phone calls to top fundraisers throughout their journey.
Below you can find an example of a welcome email, including some "How to get started tips", to send to your fundraisers.
"Congratulations, you are officially awesome! You have chosen to participate in our "Virtual [insert name of challenge here]”. Walk, skip or run on the spot, around your house or on a treadmill in support of heart disease and to keep you healthy while at home. Starting from today, you’ve signed up to participate and challenge yourself for this amazing quest, all while seeking donations for your efforts.
Because of your dedication, many people [insert cause, or impact of their support here], so that makes you a 21st century superhero! We are truly thankful. Please keep an eye on your email as we will be sending you loads of tips and materials to help you on your journey.
We are here with you every step of the way! To help get you started, we've put together some simple steps to guide you.
Step 1: Get familiar with your Online Collection Page
Update your fundraising page with your own profile picture and put some details on your page as to why you’re running/supporting your chosen charity. A personal story can have a lot of impact. Making your own video, for example, and loading this onto your page is a great personal touch. Just follow the simple steps by visiting your online collection page.
Step 2: Consider making a donation to your own page
Let everyone know just how committed you are to your cause. The higher your first donation the higher your friends’ donations will be!
Step 3: Share your page with everyone you know!
Then in two weeks’ time, share it again with all the same people. Everyone is so busy, and a little reminder can help. Reach out to work colleagues, your network on social media, sporting clubs, your local school, anyone and everyone. A simple email really has an impact. Don’t forget to always include a link to your donation form.
Step 4: Don’t forget to thank the people that donated to you.
You can thank them on social media by making a special post just for them. You could also privately message them and ask them to consider sharing the news of their donation on their social channels. It could be a good opportunity to encourage their friends to get behind your good work by either running with you or also donating to your page.
Step 5: Now you must undertake your run/walk/exercise challenge!
Have loads of fun training and running. We will be there cheering you on from the sidelines. Don’t forget, when your legs get tired, run with your heart!
Tip 4: Use segmentation tools so you can tailor the donor journey
In the previous point, we encouraged you to continue your donor journey delivery. Keep an eye on your fundraisers and identify “high performers” early and “potential high performers”. This group will need extra love and support as they deserve it, through one-on-one meetings, phone calls etc.
Also be sure to profile such supporters in your social group channels. They’re shining examples for others to get inspired.
We would encourage to use 1-to-1 sessions with high value fundraisers and donors, and group sessions for the aspiring ones. A simple option for online meetings is using Google Meet or Zoom.
Tip 5: Discover Virtual Game Nights
Many high fundraising results from a peer to peer angle will often have an element of an offline collection. For example an art show, Bingo night, friends coming together etc. These types of activities are organised by the fundraiser with their networks. Consider providing some other ideas like “virtual game nights” through Twitch or other streaming platforms.
Tip 6: Virtual auction sites
Similarly to point 5, consider provisioning your fundraisers with tips and ideas on how they could go about launching an online auction with donated goods and services from their local businesses.
Tip 7: Engage Your Ambassadors
Ambassadors are great motivational role models to inspire others, encourage fundraising and spread the good word of your charity.
There are different types of ambassadors you could consider and in all these cases encourage them to join your “dedicated fundraising group channels” so you can ensure other fundraisers are informed and motivated by them. In all cases, the ambassadors must have their own peer to peer fundraising campaign where they can seek donations. Don’t forget to encourage them to make a donation of their own!
- Hero Ambassadors: Can be high fundraisers or a beneficiary of your cause.
- Social Influencers: There is no real science to this, simply identify influencers that connect/align with your cause, contact them and ask them if they would consider supporting you. They really range from professional bloggers to your average person, and many people aspire and look up to them. Their digital reach positions them as ideal peer to peer fundraisers.
- Celebrities: They will always attract and inspire many people. Select celebrities that are willing to digitally support your cause and interact with your top fundraisers.
Tip 8: Get creative with your fundraising incentives and rewards program
Use digital reward badges and consider a level of simple gamification to reward & thank fundraisers. Leverage off your celebrity and influencer ambassadors to offer “money can’t buy experiences” for high fundraisers.
For example, those raising €2,000 euros or more will get to join a private group meeting with a famous singer or athlete.
Tip 9: Engage Corporate Partners
While many companies are also feeling the impacts of COVID-19, use this time to help build on your corporate relationships by providing fun peer to peer programs for staff at home to participate in. Think of friendly competitions, or fundraising evens to engage and push team building.
One example could be a corporate challenge where staff compete in a virtual run/walk for a charity they choose together. By helping your corporate partner to build good morale and motivation amongst their staff, you can start (or continue to build on) a long lasting relationship. Later, they will remember this positive impact you have had on their team.
Similarly, there are organisations who are in fact in a positive position at this time, and in this case you could continue to ask for corporate sponsorship and engagement activations including gift-matching programs.
In conclusion, peer-to-peer fundraising platforms are a crucial tool for not-for-profits to engage with donors and expand their reach beyond their immediate networks. By leveraging the power of social networks and empowering individuals to fundraise on their behalf, not-for-profits can build sustainable, long-term support for their mission.
Incorporating digital peer-to-peer efforts in a charity's digital fundraising strategy is not hard, as many online fundraising platforms offer easy-to-use tools and resources to help charities set up and manage their campaigns.
Want to explore the world of crowdfunding and peer-to-peer with iRaiser? Read our article: Crowdfunding for charities vs. Peer-to-peer fundraising: What’s the difference?