Year-end is prime time for nonprofits to deploy one major call-to-action: donate. 30 percent of all annual fundraising occurs in the month of December alone, where the last three days of the year boasts 10 percent of all annual fundraising. Depending on the level of engagement you experience with your supporter base, your community could be fit for another call-to-action to boost year-end revenue: fundraise. Peer-to-peer fundraising (P2P) can help to engage, motivate and inspire your community during the most charitable time of the year. Most often, organizations will ask for one-time gifts, as it’s easy and fast, especially when holiday agendas are jam-packed for the average American. To properly launch a year-end peer-to-peer fundraising campaign, a few pieces to the puzzle need to be solidified first. These tips can help you determine whether year-end is the right time to incorporate P2P fundraising into your strategy and break the year-end mold.
1. Segment your supporters
Pulling off a successful peer-to-peer campaign during year-end requires a dedicated and loyal base of supporters. Segmentation is key! No matter how large or small your support base, it’s important to tap into those who are committed to your organization and not to simply spray and pray. Consider speaking directly to your volunteers for example, which grants the opportunity to properly recognize their contributions and make a soft ask. Further segments may include those who benefit from your organization (but are not experiencing financial or health distress) and donors who have made multiple gifts over the past couple years. Ask everyone to fundraise and you may come up short. The last thing you want to trigger is fundraiser fatigue, so prompt your supporters to fundraise when it matters most to your organization, and we don’t recommend asking the same segment to fundraise more than once a year. Consider what you may already know about your supporters. Defining your fundraising segment based on interests, demographics, or age could help define which supporters you should prioritize to fundraise. Have a wealth of programs? Speak to them directly! This ensures you’re asking the right folks who care about your mission.
2. Say thanks!
If your supporters are willing to reach out to friends and family during the busiest time of the year to request donations for your organization, saying thank you is paramount. Go the extra mile and let your year-end fundraisers know that they’re extra special with an incentive or gift to inspire folks to step up to bat. Consider something you may already have in your arsenal, like a discount to your online store or special edition swag.
3. Provide support
Provide resources, tips, encouragement, and support for the fundraisers that opt-in. Again, if your supporters are willing to fundraise for year-end, make it as easy as possible for them. Speak to these supporters directly through segmented communication and hold their hand along the way. Provide email templates, ideas to get them started, and determine the easiest way for fundraisers to get in contact if they have questions. Peer-to-peer campaigns tend to raise twice as much as traditional fundraising campaigns, as donors are more likely to give to a friend or someone they know rather than an organization. Making it easy for your supporters to participate pays off.
4. Set a SMART goal for your fundraisers
Make fundraising during the busiest time of year worth it for your supporters. An attainable, clearly defined goal will help increase your fundraiser buy-in. We love SMART goals so much, there’s already a blog for that. Defining your fundraising goal in terms of impact is helpful to paint a clear picture for supporters. For example, aim to raise enough for 500 pairs of shoes for children in need, or grow your flagship program by 10 percent. Breaking down monetary goals into bite size pieces will make it much easier for your supporters to digest.
5. Define your multi-channel approach
Determine which platforms you’d like to capitalize on, and where the central hub of your campaign will live and cultivate your supporters accordingly. Some nonprofits find that Facebook is where their supporters are most active, others will stick to Facebook for #GivingTuesday and then branch off, and still others aim to steer clear of Facebook altogether. Whether you have beef with Facebook or not, taking the time to determine where you want your campaign to live will help in the long run. Ultimately, we recommend meeting users where they’re at and making it as easy as possible to donate. We’ve been intrigued by the latest FunRaise + Facebook integration, which allows peer-to-peer campaign pages to connect to Facebook fundraising pages and keep tabs in one central hub. A dream come true? Here’s the skinny on Facebook API connections. Crowdfunding platforms like FunRaise, Give Lively, Classy, and CauseVox make it easy to build a campaign page and give your supporters the power to customize their own individual fundraising pages. Do your research to explore which platform will work best for your goals, mission, and support base.