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Peer to Peer fundraising – an introduction for non-profit organizations.

peer to peer fundraising

The growing ease with which we can share information has created the feeling of being connected with the rest of the world. Social media and other such technologies allow us to influence without undue difficulty the decisions made by our peers and colleagues, whether in relation to the food they eat, the clothes they wear or the organizations they support.

Given the explosion of technology, the growing popularity of peer to peer fundraising in recent years is hardly surprising.

Of all donors, 81% say they have no problem getting themselves approached for a donation by a friend: in comparison, 69% find it acceptable to mail.

Almost all donors have already responded to a request from a peer: 84% of donors say they have given at least once for a friend’s cause in the last year.

Young donors are ready to raise funds for you: 51% of Generation Y donors and 49% of Generation X donors say they raised funds for a charitable cause or non-profit organization in the 12 months prior to the survey (Compared with only 36% of the baby boomers and 25% of the silent generation).

What is peer to peer fundraising?

Peer to peer fundraising is “a way of encouraging supporters of a cause to solicit members of their network of family, friends, colleagues and others.” In addition, fundraising has been individualized, enabling supporters to choose almost any activity they like to attract the attention and support of their peers.

The three main arguments for a non-profit organization to organize peer fundraising campaigns are:

  1. The activities at the centre of these campaigns are likely to encourage people, who would otherwise remain isolated, to engage actively with a specific group.
  2. They allow people who do not have the means (but who are passionate about a cause and want to make a contribution) to raise large sums of money.
  3. They are very popular with Generation Y and have the best online donation rate compared to other forms of fundraising.

The Test of Reality: The Challenges of Peer Fundraising

One of the primary concerns with peer-to-peer fundraising is its potential for retaining new donors. Charities and non-profit organizations have not yet succeeded in transforming people who have given a friend as part of a peer-to-peer fundraiser as a direct supporter of their cause.

Often these people are motivated by the relationship they have with the participant rather than the organization or cause in question. In the study published by Blackbaud in 2013, it can be seen that only 6% of donors to a peer-to-peer fundraising campaign have donated to support the charity. More people (24%) gave support to the campaigner and 65% gave for both reasons.

The key to success: what you need to succeed

Because peer-to-peer fundraising attracts a host of new people to your organization, it represents a tremendous opportunity to convert these people into as many new direct donors.

In addition to segmenting your donor communications social media becomes an important tool. Let your supporters integrate social media into their own fundraising campaign as easily as possible. If, for example, the person can post calls to donations on his or her Facebook or Twitter account, they can seek support from people they do not communicate with via e-mail or in person. To get started with a Facebook page for your non-profit or cause read more here.

More and more charitable and non-profit organizations are launching peer-to-peer fundraising campaigns, and it’s hard not to be impressed by the scale of some events. What ultimately counts is the same criterion as for any other fundraising effort: It has to be well organized and you have to create an emotional connection with the participants.”

 

Donor Management: Tools to Segment & Personalize Mailing List

givecentral donor management tools

In the family of donor management tools that non-profit associations should use, the most important one would enable “personalized communication” based on the “segmentation” of its audience.

Each customer is unique, so why would you want reach them with the single approach?

It is a question of not sending a single letter to tens or hundreds of people who have little in common – It is a matter of grouping its recipient donors and personalizing its message for each group (the individualization of the message being the most advanced level).

One of the oldest and best techniques for segmenting a database is the RFM (Recency, Frequency, and Amount) analysis. RFM analysis is simple because it does not require complex statistical analysis or detailed demographic profiles.

If non-profit associations have their donor’s giving history in their database, then they can do an RFM analysis. This analysis is said to be a powerful donor management tool because it brings together three of the best indicators of a donor’s interest in the cause.

In other words they can be classified in the following five groups:

  1. New donors (have just made their first donation)
  2. (Less than one year old)
  3. Old donors (have given before a year)
  4. Regular donors (those who give regularly, for example by monthly contributors)
  5. The donors by giving levels (those who give via a group, once a certain threshold is reached)

Other popular methods of segmentation non-profit associations can use are:

Segmentation by Geographic territories

E-mail delivery by geographic location can provide you with a significant advantage. Spending time segmenting your donors by region, department or city can help you personalize your events and appeals for these donors.

Segmentation by Age/Sex

Email marketing can also be tailored to the age and gender of your donors. The tone of the content, the images used, and even the kind of charity events themselves, can give better results if they target a more specific audience. By establishing alternative advertising methods based on these two demographic criteria, companies can attract a wider audience without too much effort.

4 tips for Donor retention with Email Marketing.

Donor retention

We all have donors who no longer engage with us or haven’t made recent contributions. However, rather than seeking to acquire new donors, it is more productive to re-engage with these lapsed donors who are more likely to take action as they are already familiar with your organization and the processes. Here are some tips to help you succeed on this path.

Preventive strategies VS curative techniques

Organizations must seek to optimize donor experience and satisfaction by understanding their behavior. This is the best way to “hold” them, keep them active and limit the loss of donors. On the marketing front, this satisfaction requires a thorough personalization of the actions and operations undertaken. The goal is to offer your donors tools or services that really interest them.

Prevention is better than cure. But how do you begin to recover lapsed donors, once you have identified them? In this blog, we will discuss 4 innovative methods that will help you connect with lapsed donors again.

  1. Identify donors through segmentation

The first thing you need to do is to identify lapsed donors in your CRM by grouping them into a segment. This presupposes, of course, that you have a minimum of information about your donors and that you know their behaviors.

After consolidating these donors you can better align appeals based on donor interests.

  1. Know when to stop

You have to know, at some point, to draw a line on the donors who really do not react at all to your solicitations. Repeated recalls can quickly be perceived by donors as a form of unwanted invasion and may evoke resistance to appeals. It is important to respect their decision.

  1. Surprise to revitalize donors

Create messages your donors will love. Send them emails that are out of the ordinary. The idea is to try to be as inventive as possible without falling into provocation and exaggeration. Try to make your donor feel a sense of urgency and at the same time provoke a click.

  1. Offer your lapsed donors a satisfaction/opinion questionnaire

If your donors are not actively engaging with you, maybe they have good reasons. Is your process a hassle? Do you send too frequent emails? A donation route that they do not understand?

Your dormant donors probably have a lot to teach you. Questionnaires are always appreciated by donors. They feel valued because you show them that their opinion counts.

These techniques should not make you forget that the main goal is to actively engage donors in the future. For this, we will recommend that you place donor satisfaction at the heart of your marketing strategy.

Non-Profit Communications: 4 Steps to Creating a Social Media Content Strategy.

Non-Profit Communications

Creating a non-profit communication strategy on social media is never easy. Generally with relatively small funds, non-profit organizations struggle even harder in this exercise. So we decided to set up this short guide with 4 steps to help you orient your strategy while preserving your wallet at best. These few tips will help you improve your visibility and the weight of your website on the World Wide Web.

The goal of this non-profit communication strategy is to stir the crowds and raise more funds to carry out your activities.

1.    Know your audience

It is important to know who you are addressing.Which age group is most sensitive to your cause?What are the interests of your audience?Adapt your content accordingly: Experiment, take risks!Note that while this year has seen the growth of smartphones (207.1 million in the US in 2016), 2017 will only amplify the trend.Perhaps you could orient your strategy towards new platforms?For example, WWF recently used Snapchat and its famous countdown to defend the urgency of protecting species threatened by human activities.

2.    Build strategic partnerships

Make sure that people talk about you. Contact bloggers, journalists and other influencers to talk about your cause! Why not ask celebrities to lend you their voice? You can also take advantage of Corporate Social Responsibility (CSR). CSR is a “concept in which companies integrate social, environmental and economic concerns in their activities and in their interactions with their stakeholders on a voluntary basis”. A 50/50 situation that allows you to benefit from an expanded network and gives your partner the status of defender while allowing him to meet the standards of CSR is a great non-profit communication strategy to instantly reach target audience.

3.    Create a Buzz around your cause

You do not have an unlimited budget? It does not matter. It is always possible to create a buzz with good ideas when one is well informed. Social Media audience tend to react better with content that is either shocking or funny. Unicef ​​Sweden decided to shock its audience in April 2013 by launching a campaign entitled “LIKES DO NOT SAVE LIVES”. A smart campaign smartly conducted for guaranteed success.

A good non-profit communications campaign cannot be improvised. Study the trends and discover the conversations and interests of internet users to strike the right chord. In order to save time and maximize your efficiency, do not hesitate to use a good monitoring tool or donor management tool. You will have the keys to master the core of your social media communication strategy with insights gained on donor behavior.

4.    Reward the Commitment

Last but not least, listen to the reactions that your engagement brings.The era 2.0 is also an era of reputation.By becoming a recognized organization, you become an influential voice.A simple thank you, personified and addressed directly to the internet users who interact with you means a lot.That said, you will also attract the engagement of your interlocutors, offering a little more visibility to your organization.

The goal of this guide, a better non-profit communication strategy for social media is to help you multiply the commitment to your organization.Target your audience, build quality partnerships, produce content that can be shared virally, and reward users who interact with you.

Facebook for Non-Profits: 10 tips for fundraising success.

Facebook for Non-Profits: 10 tips for fundraising success

facebook fundraising success

More than one billion users around the world use Facebook daily. Is there a way to connect with people and form interest-based communities? Where are the volunteers and donors that support your cause located? Can your Facebook page help with your non-profit events? In this post we find out how to create a Facebook page that captures the interest of your community and effectively manage it for fundraising success.

Why register your non-profit events page on Facebook

  • Having a Facebook page is a must-have for and a non-profit that wants to be dynamic! It maintains a spirit of community by opening a two-way communication channel. You will be able to stay in touch with your members and solicit them. This page can even become a real meeting point.
  • Want to attract new donors, volunteers, or members? In addition to energizing your current community, you could also expand it with Facebook.

Defining the objectives of your Facebook page will help you to build your donor communication strategy.

How to create your page in a few clicks?

You must have a personal Facebook account to create a non-profit events or business page. Create an account or login, and visit this page: facebook.com/pages/create .

1st step:

Select ” Business, organization or institution “. Enter the name of your association, then choose ” Non-Profit Organization” from the drop-down list. Be sure to opt for periodic tips and tricks from Facebook for your page.

Create facebook page for non profit associations

2nd stage:

That’s it! Your page is created. Now you can set the information for your page. This page is the entry point for people who will discover your non-profit via Facebook, so think about it.

Facebook for fundraising success

  1. Start by adding a photo, which will usually be your logo.
  2. Then a cover photo, which appears at the top of your page. Use it well to convey your story. Please select a photo of good quality.
  3. Add a short description of your organization. Do not forget to add your website, which will be displayed on your Facebook page. Also customize the Facebook address or the username of your page or cause. For example, we have changed the generic URL in the address bar to https://www.facebook.com/givecentral/
  4. Add your page to your Facebook favorites. You will have easy access from your personal account.

Facebook marketing for non profits

3rd step:

As you scroll down your newly created page you will find a series of suggestions in a drop-down menu for you to explore and upload your post. What is the action you want people to take when they land on your page? It may be:

  • Make a donation
  • Registering for non-profit events
  • Create offers, and so on.

In general, try to complete your profile as much as possible: address, contact details, history with key milestones for your organization … The Facebook page has become the digital business card of any organization, including non-profits. It needs to be treated with maximum information from the start.

The 10 best practices of a good Facebook page for fundraising success are:

Tip # 1: Define your communication strategy

That is, your own identity. Ask yourself the right questions:

What information would my audience like to find? At what frequency? What tone to use? On what media? (Videos, photos, drawings, articles, interview …) What is the message to pass? (Gather, promote, advice, and share news …)

You can even give a survey on your members’ expectations before you get started.

Tip # 2: Grab attention

One of the keys to success on Facebook is to remain concise and inventive. You must be successful in distinguishing yourself from other publications.

Tip # 3: Keep up the pace

It is essential to publish frequently on Facebook, so that you are not forgotten. Do not fall into excess and find the right frequency for posting.

Tip # 4: Build bridges with your site

Remember to link your website and your Facebook page. In addition to winning visits from both sides, you will have better SEO.

When to post on Social Media for non profits

Tip # 5: Have a dedicated community manager

Managing a good Facebook page takes time.  Ideally you should have a dedicated community manager within your organization to specifically take care of this task. Young volunteers comfortable with social networks also make for a good choice. Just supervise by giving the right guidelines.

Tip # 6: Time your posts

Finally, consider publishing at the right time. There are more timely moments than others. Study your page monthly to find out when your audience is engaging with your posts using data from the Facebook insights.

What type of content to publish?

Tip # 7: Vary the content  

You have the option to upload videos, photos, articles, events, news, links, questions, content from another Facebook page… utilize them.

Tip # 8: Put your members to work

Encourage your members to interact with your community: ask them to participate in your non-profit events, sign petitions, react to a debate, and visit your site, for example.

Tip # 9: Behind the Scenes Stories

Internet users like to see what happens behind the scene, they will “like” the images of your volunteers at work preparing their actions.

Better less, but better!
Tip # 10: Publish Quality Content

You can write articles supporting your cause, or news about your associations. If you do not have the pen handy, you can also relay content related to your association.

You now have all the information to set up and effectively manage a Facebook page for fundraising success, it’s up to you to play!