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.
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.
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:
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.
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.
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.
Let everyone know just how committed you are to your cause. The higher your first donation the higher your friends’ donations will be!
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.
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.
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!
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.
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.
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!
For example, those raising €2,000 euros or more will get to join a private group meeting with a famous singer or athlete.
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?