Peer-to-peer fundraising: Three strategic steps to maximise income 10 months ago

Peer-to-peer fundraising is a method of engaging with supporters who fundraise within their network on a charity’s behalf.

Increased digital capacity and the power of social media have provided tools for peer-to-peer fundraisers to achieve exposure that leads to fantastic outcomes for a charity with minimal input from the charity itself.

If you’re waiting for peer-to-peer fundraisers to find you and failing to focus on peer-to-peer fundraising as a strategy in its own right, however, you’re missing out on valuable income and it’s time to get proactive!

Why focus on peer-to-peer fundraising as a program?

By empowering supporters to fundraise in their personal and professional networks on your behalf, the possibilities for your cause are endless. Benefits include:

  • Direct income
  • Growth of the donor database
  • Lead generation
  • Raise awareness in the community
  • Social media exposure

To strengthen an existing or develop a new peer-to-peer fundraising strategy, follow these three strategic steps.

1) Approach existing donors to fundraise for you

While supporters may have their own reasons to choose you as the beneficiary of an external third-party event, you can take control and target people to fundraise through your events too. 

There are a variety of ways you could do this, and creativity is key to finding an event that best suits your resource and goals.

Ideally, you could arrange a mass participation event and encourage people who already support your cause to get involved.

This will help raise awareness within the supporters’ networks and of course, encourage support from those who are already actively involved with your charity.

2) Equip supporters with basic fundraising tools

Once supporters sign up to fundraise on your behalf, you’ll need to equip them with some fundamental tools to maximise their fundraising efforts.

Remember, not everyone is a natural-born fundraiser, and plenty of people find it difficult to approach their friends, family and colleagues and ask them for money.

Essential support items may include:

Introductory meeting either in person or over the phone

This preliminary meeting is your chance to get to know your supporter, find out why they’re fundraising for you and build the relationship. Make it clear how much you value their support and give details of what their efforts will achieve. It’s likely they’re taking in part in something out of their comfort zone to raise funds so empowering them will help with both fundraising and any upcoming training program. 

Provide ‘ask’ templates

Provide templates for email asks, social media posts and personalisation of their peer-to-peer page.

Again, not everyone’s a natural writer or fundraiser so to convey the urgent need for support, pre-defined templates will help them tell your story.

Some fundraisers may want to do it themselves which is of course, fine, but you may still want to provide some basic guidelines, to include key messaging which will maximise the opportunity.

Provide ‘thank you’ templates

Provide ‘thank you’ templates for the fundraiser to send once a donation is received. While the donor will receive an automated email directly from the platform, an acknowledgement letter sent from the fundraiser with some charity information will help build your relationship with them for the future.

‘Thank you’ templates should include your details and a privacy statement that lets donors know they’ll receive future communication directly from you to help build your database. It should also include details of their impact to encourage them to give again.

Provide incentives

Incentives for the highest fundraiser (finalised on the day) will encourage some healthy competition between supporters to help them remain focussed and consistently asking.

Ongoing support

Fundraising isn’t within the confines of a natural comfort zone for many people, and the supporter may receive questions they don’t know how to answer. Donors may want to know details about administration costs or operational questions about the charity before they hand over their hard-earned cash.

It’s crucial that fundraisers know they’re fully supported, and they have access to your details safe in the knowledge there’s always someone available to answer their questions.

3) Choose the right platform

There are a variety of peer-to-peer platforms available each offering its own unique benefits to a charity. Before deciding which platform to use (you can use more than one) things to consider include:

  • Cost (whether they charge a fee or take a percentage of donations)
  • How often they make donations (whether they give donations directly or a lump sum at regular intervals)
  • Access to donor data (whether this is protected or if you can add donors to your database)
  • Integration with your systems (whether your do management software can integrate with their database)

SupporterHub seamlessly integrates with the most common peer-to-peer fundraising platforms to grow your database, provide sophisticated reporting around income, and update donor records to strengthen future appeals.

With an effective long-term strategy, peer-to-peer fundraising has the potential to build your income, database, and exposure to contribute to the growth of your charity, and everyone can have a great time doing it!  

Contact us today to find out how SupporterHub can integrate with peer-to-peer platforms to help maximise fundraising efforts and increase income.