The Importance of Understanding Peer to Peer Fundraising Participants and Donors

If you are thinking about running a peer to peer fundraising campaign or are on the verge of launching one, you should first take your participants and donors into consideration. Understanding these two groups can help you to engage them in a positive way.


Here are some groups you might want to think about:

1. People directly related to the cause

These are people close to your cause. Maybe it’s becasue they received help from your organization, or have a family member who was helped by your organization. What makes this group so powerful is that they usually have a large network of people who support them and thus will support your cause with just a little bit of encouragement. For this group to get involved, the campaign only needs to be clear and easy to sign-up!

2. Friends of people related to your cause

This could be close friends and family, such as parents, siblings, cousins or even a spouse. This group may be indirectly impacted by your cause but generally want to support you and your efforts. They may need a little more hand holding but often come through. If they aren’t able to participate, they are likely to consider donating.

3. Second hand connections

This could include distant relatives and acquaintances. While the connection to your organization might not be strong, thanks to the dominance of social media, these people spread the word very quickly. In other words, this is a group that has the potential to be very large. The people in this group tend to respond as donors when they find the non-profit or cause reminds them of something they’ve heard of or someone they know.

4. Cause focused

There are some people who just love to support a good cause period. These people participate because someone they know asked or because the person asking made it sound like a great idea. Cause focused individuals are usually very positive-minded and eager to help others.

5. Consumer focused

This is a group of people that participate because it sounds like an opportunity to have fun. They are motivated by social outings and interesting activities. These adventure seekers tend to like free T-shirts or other branded merchandise and like to impress their friends by sharing their participation on social media channels. If you provide some good incentives, people in this group will respond to the idea of becoming a participant. In terms of donors, this really depends on the type of peer to peer fundraising initiative. For example, if the participant has to pay a registration fee to participate in an event, then the participant really is a donor as well.

6. Volunteers

Volunteers give a lot to organizations day-to-day and some of them are very passionate about the cause. It’s not unusual for non-profits to ask these generous individuals to take the leap from volunteer to participant. Those who are unable to participate have been known to donate by supporting another participant’s efforts.

You may think of other groups of people as you plan your peer to peer fundraising campaign, but the point is that knowing who your potential participants and donors might be makes it easier to come up with ways to reach them.

It can also be helpful to review some general information about what audiences do and don’t respond to. For instance, long forms are a turn-off. Market research suggests that reducing the number of fields on a donation form can increase conversions by 50 percent. Also branded campaign donation pages garner close to 40 percent larger donations than generic online giving pages. When it comes to potential participates, the more control you give them the more likely they will be to get involved. Research shows that the current generation like to be in control and take action in their own way. Peer to peer fundraising campaigns can offer that. They enable individuals to create their own campaign and their own following, while supporting your great cause.
 

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