Peer-to-peer fundraising has changed the game of crowdfunding by unlocking the support of your loyal supporters and their extended network. By empowering an army of supporters to raise funds and awareness on behalf of your nonprofit, you’re not just generating revenue – you’re building a tribe of volunteer fundraisers who are deeply connected to your mission and can be proud of making a substantial contribution with the help of their peers.
Below, we’ll walk you through the process of creating a peer-to-peer fundraising campaign utilizing Classy. There are two major types of peer-to-peer fundraising campaigns – rolling (year-round) and time-based. Rolling campaigns allow your organization’s supporters to jump in and fundraise any time throughout the year, where a time-based peer-to-peer campaign focuses on a specific event or initiative.
STEP 1: The Basics
Once you’ve officially registered with Classy, it’s time to create your campaign. Open the Campaigns tab on the left side of your Classy Manager, click the “Create New” button, and select “Peer-to-Peer.” From here, you’ll move through a six-part process that includes all campaign details and pages.
Begin by defining your campaign with the basic information, including campaign name, program designation, start and end dates, and your fundraising goal. Allot plenty of time for this first step! Though you will be answering some simple questions, defining a campaign name may take some brainstorming as it can affect your overall design process and strategy. Allowing time for your team to deliberate will help streamline the process as you dive into the heavy lifting. This will also help to establish a strong foundation to your campaign, which will only make the following steps come more easily.
After defining your campaign basics, you will then have the opportunity to create a unique short URL, which proves helpful as you are ready to promote your campaign. Be sure to create a URL that is unique to your campaign – the simpler the better!
STEP 2: Landing Page
Your landing page acts as your campaign home page, integrated into your website. As such, it should include basic campaign information and a compelling call-to-action that motivates supporters to contribute. The most important content you’ll have to create for your landing page is:
Headline and Sub-Headline
If you have a formal campaign title, this is the place to put it! If not, feel free to default to your organization name or create an inspiring on-brand slogan that speaks to your mission and programming. An effective headline and sub headline will motivate both donors and fundraisers alike, since both types of supporters will be viewing this page.
About the Campaign
This is where you can provide details around your campaign. Are you fundraising in support of a particular programmatic effort? Do you have any compelling stories that demonstrate the impact your organization stands to have? Tell your story and make it clear why folks should care to donate or get involved in the fundraising process.
Impact titles, when done well, can be extremely effective. They’re designed to help donors directly connect the dollars they donate to tangible impact, which can be accomplished in several different ways. Traditionally, organizations translate giving level directly to a service offered (i.e. “$20 provides one meal for someone in need”), but you can also organize impact titles by theme or program. This example by the National Alopecia Areata Foundation outlines which giving levels coincide with specific programming they offer for people living with Alopecia Areata, a common autoimmune skin disease.
STEP 3: Team Page
Depending on the type of peer-to-peer campaign you’re running, competition through fundraising teams can be a great tool to incentivize supporters. As the campaign organizer, you should create default team page content to keep messaging consistent, but encourage team leaders to customize pages as they see fit – i.e. changing fundraising goals, cover photos, team names.
STEP 4: Fundraiser Page
This is where you will be able to see your individual fundraisers shine. Some savvy rain makers may customize their page with a profile picture, fundraising goal, or personal story – more power to them! The more the page sounds like them, the more likely their loved ones will be motivated to show support. After all, that’s what makes peer-to-peer campaigns so impactful.
That being said, don’t make the mistake of leaving your campaign’s fundraiser pages as is (with Classy’s default content) because not all fundraisers will have the time or energy to make their page unique. In a lot of peer-to-peer campaigns, this is the page potential donors will access first, so you want to ensure your message is consistent across the campaign. Plus, providing basic information about your organization, details around the campaign, and a clear call-to-action on these individual pages can help relieve some of the stress your fundraisers may be feeling about soliciting donations from their family and friends.
STEP 5: Donation Page
This is the page from which supporters will make their contribution. Your headline and donation appeal should be kept simple, brief, and convey impact: “Today, you have the power to change a life. Any contribution, no matter how small, makes a difference.” This is also where you can repurpose the impact titles you created for your landing page, perhaps adding a few more to provide donors with more giving levels.
STEP 6: Thank You Page
Last, but certainly not least. Your thank you page should be exactly that – where you say thanks! While your headline and thank you text can certainly be straightforward (i.e. “We’re grateful for your support. Thank you for your generous contribution to our mission!”), this page should also include some information around their donation receipt, such as “You will soon receive a confirmation email to the account provided.” Let your supporters know that they matter, and invite them to learn more about your mission, story and community.
Now that you’ve created your campaign, let the fundraising begin. Spread the word and share your story to boost your campaign across channels. You can keep track of how much each donor has contributed through the “Reports” tab, and monitor how much you’ve raised. This will come in handy as you continue to communicate with your donors to establish a relationship and say thanks. Happy Fundraising!
Need some help getting started? That’s where we come in.