When you work for a non-profit, you always having to think ahead to the next fundraiser and when you do, it’s important to take stock of the past. If you want your next campaign to be successful, you should be conducting an audit of your latest peer to peer fundraising campaign.
Putting your campaign under the audit magnifying glass allows you to report the results back to all the stakeholders involved and it also helps you understand works and what doesn’t so you can improve your strategy in the future. Additionally, an audit enables you to sharpen your organization’s case for support and its importance while also promoting its achievements. It legitimizes your work.
A peer-to-peer fundraising campaign audit can be conducted in much the same way as an end of year audit. The final version of the report that you to present to V.I.P’s can be a combination of tables, bullet points, and short descriptive paragraphs. You should consider the following when putting together your audit report:
An explanation of the name, purpose, date/time of the peer-to-peer campaign, who your intended audience was, and the net income, which is the total after you subtract the cost to run the fundraiser from how much you actually raised.
While it is important to use a donor tracking system to track information for tax purposes; you can also gather crucial donor data for your audit, such as total number of donors, returning donors, recaptured donors (people who have returned after not donating for a while) and new donors. It is equally important to note specific gift data, including average gift amount and number of major gifts.
An audit that has email analytics in it, such as open rates and opt out rates, websites metrics like bounce rate, social media conversions to website, and social media engagement can be very telling.
There are many environmental influences that help determine the success or failure of fundraising campaigns so having a section in your audit that covers any potential influences at the time of your peer-to-peer efforts can be helpful to whoever ends up reading the audit. For instance, there could be political, economic, social, or technological factors that influence the outcome of a peer-to-peer fundraising campaign.
If any of your competitors were running fundraising initiatives at the same time as your organization, you should include an analysis of their efforts in your audit. If your competition was hugely successful, you could borrow some of their ideas the next time around.
This section of your audit report should outline what worked well, what didn’t work well, how this peer-to-peer fundraising campaign compared to other peer-to-peer campaigns you may have held and how this latest campaign compares to traditional campaigns you run. This section can also include, any challenges you faced during the fundraising campaign, as well as any donor or volunteer feedback.
While it is not always necessary to make an audit complete, some organizations like to summarize their report by explaining what they have learned, what they would do the same or different the next time around, or what their goals are for peer-to-peer fundraising campaigns going forward.
The benefit of an audit is that it allows people who are directly or indirectly involved in your fundraising efforts see what areas need to be worked on and what areas the organization is proficient at. In many cases, an audit can spell out some pretty amazing accomplishments, thus serving as an inspirational tool as well.
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