How to build a Peer-to-Peer fundraising strategy without creating your own event?
6 key elements to get you started
Some fundraising events have become legendary: Race For Life (UK), Imagine for Margo (FR), Oxfam Trailwalker (world), Amsterdam City Swim (NL), Pan-Mass Challenge (USA), Shine a Light Night (UK), to name but a few. With several million euros raised each year, these events are sure to make any fundraiser dream.
However, organising such an event represents a significant initial investment in terms of logistics, marketing, human resources, promotion, etc. It could be a considerable risk for any organisation looking to give it a go.
Fortunately, for those of you who wish to test the mechanics of peer-to-peer fundraising without having a large budget, you should know that you can do so without creating your own event. But how can you do it? This is what we will show you in the rest of this article.
1. Every moment of your supporters’ lives could be an opportunity for them to fundraiser for your organisation.
Based on this principle, you can very simply set up a peer-to-peer fundraising platform and propose to your supporters to contribute to your charity in an original, fun and very rewarding way.
All it takes is some creative thinking to offer campaigns that are accessible all year round, with no registration fees, based on important moments in the lives of your supporters. Moments in life that everyone is likely to experience: birthdays, weddings, retirements, sports challenges, campaigns in memory of a loved one, etc.
Just as your organisation’s own events have a specific date and promotion calendar, and your supporters have to follow your schedule, these campaigns are geared towards personal life events, following a calendar specific to each person. This makes it much easier for your supporters to commit to your campaign because the motivation is individual, without any major constraints.
It’s a great opportunity because you can keep your platform alive throughout the year and share all those great personal stories that have one goal: to support the cause you are defending.
2. Join existing events
More and more “general public” events are opening up to charitable participation. Whether it’s the Paris or London Marathon, which reserve part of their race numbers for solidarity runners, the mythical Mont Blanc Ultra-Trail or the Tour de France, which opens a solidarity stage dedicated to associations, the trend is well established and grows every year.
Involving your organisation in one of these events is therefore an additional opportunity to test the benefits of peer-to-peer fundraising at minimal cost.
3. Minimum Budget, Maximum Impact
Another significant advantage of this strategy is the budget. Again, when you compare this strategy to organising your own event, the investment costs are not at all the same. Here, all you need is an online fundraising platform, some tools and resources to help your supporters with their challenges (to provided by you) and a good dose of creativity to promote your platform among your network of supporters.
4. Fundraising Tools
Let’s be clear, you are fundraising professionals. You know the mechanics and techniques to make your campaigns a success. Your supporters are not experts. At least not yet!
It is therefore essential to support them in their efforts, to provide tools and advice, and to be there for them when they need it. The best part of all this? You already have most of these tools, you use them in your daily work!
You just need to present them in a different way, adapted to your audience’s needs, and make them easily accessible for them. Here is a non-exhaustive list of tools you can provide on your platform for your supporters to download:
- Your organisation’s logo
- Posters of your organisation
- Posters that can be customised by fundraisers
- A fundraising guide (online or PDF version) to give basic advice
- Images dedicated to social media (profile picture, badges…)
- Testimonials from beneficiaries to share
- Examples of email asking for support for friends and family (to be personalised)
- Explanation of how donations are used
- An annual report
- A sist of simple and fun fundraising ideas
5. Social media on the front line
Social media offer you a great opportunity to mobilise your supporters around your peer-to-peer strategy. This method of fundraising is particularly well suited for younger generations, who are present on the different channels and are looking for a different way of getting involved, a new way of mobilising.
You can also use social networks to animate and encourage your community of fundraisers. By creating private groups where you invite each person involved on your platform, you open the door to discussions and advice between fundraisers. You’ll be surprised how quickly these communities grow and become self-governing, much to your benefit and delight!
6. A complementary strategy
Obviously, if you compare this strategy with the results of the biggest fundraising events or even with the donations generated by your last email campaign, the results will clearly not be comparable.
But the important thing here is to see this strategy as an opportunity to create a complementary fundraising lever, allowing you to reach a new audience, in line with the values & aspirations of the new generations, but also to test the receptivity of your network at a lower cost.
A peer-to-peer approach will allow you to start building your community of fundraisers and also assess your ability to dream bigger about a future fundraising event in your charity’s name!
As you can see, implementing a winning peer-to-peer strategy without organising your own fundraising event is a very realistic and achievable opportunity. With digital fundraising tools at your disposal, such as the brand new iRaiser peer-to-peer platform, all associations, whatever their size and budget, are able to implement an innovative and effective peer-to-peer strategy. All you have to do is get started!
Get in touch with us today for a free demo of our Peer to Peer Fundraising Software, and see for yourself how to build your community and boost your fundraising!