According to online fundraising and crowdfunding platform Kimbia®, one in four solicitation emails, when sent peer-to-peer, result in donations. On the contrary, when similar emails are sent directly from nonprofit organizations, the odds plummet to 1 in 1,250. That’s more than a 300 percent decrease. A similar dynamic is seen with social media fundraising. For instance, donation pages referred by friends or family members on Facebook® receive a 10 percent increase in traffic.
Enter peer-to-peer fundraising, also known as social or personal fundraising. This social form of fundraising leverages a nonprofit’s supporters to campaign on its behalf. Done well, it can engage current donors, expand nonprofits’ networks and attract new supporters.
If you’re looking to include peer-to-peer fundraising in your 2016 marketing strategy, keep reading. This e-newsletter will offer several tips on finding success with it.
Peer-to-peer fundraising best practices
Several best practices exist to help you find success with peer-to-peer fundraising. Try one or all:
Social fundraising can be a great way to rally support, and the best part is it leverages those who are already passionate about your organization. Put this passion to good use and have fun while doing it with peer-to-peer fundraising.
“4 Peer-to-Peer Fundraising Lessons from AFP 2014.” Kimbia. N.p., n.d. Web. Retrieved 17 Nov. 2015.
Wu, Rob. “Peer-to-Peer Fundraising Primer.” CauseVox Blog. N.p., 17 July 2012. Web. Retrieved 17 Nov. 2015.
Wu, Rob. “5 Must-Haves: Your Peer-to-Peer Fundraising Toolkit.” GettingAttention.org. N.p., n.d. Web. Retrieved 17 Nov. 2015.
Higgins, Laura. “3, 2, 1… How to Successfully Launch a Peer-to-Peer Fundraising Campaign.” NpENGAGE. N.p., 10 June 2015. Web. Retrieved 17 Nov. 2015.