FREE BONUS: Download our Peer-to-Peer Software Buyer’s Guide. You can save this resource as a PDF and use it to help determine what Peer-to-Peer software will best fit your organization’s needs.
Tapping into Social Fundraisers through peer-to-peer campaigns can be your secret weapon in growing your fundraising. But how do you recruit today’s peer-to-peer participants and turn them into active fundraisers for your cause?
When looking to engage today’s socially connected participants, you first need to understand who they are, what motivates them, and how to reach them.
We recently surveyed 1,106 Social Fundraisers in the U.S. to better understand their motivators, challenges, and future intentions. The study results focused on individuals who had fundraised on behalf of at least one charitable organization in the past 12 months.
They told us tons of information on why they fundraise and how to keep them connected to your cause.
Getting them engaged starts with a great recruitment strategy! The research findings revealed four top insights to attract new peer-to-peer participants:
Social recruitment is critical to success, and the best way to engage new participants is through their social connections!
Today’s peer-to-peer participants are more than two times as likely to have been recruited by friend, family member, or colleague than directly by the nonprofit.
The top channels for recruitment include:
Nonprofits, social fundraising calls for social recruitment! Remember the beauty of peer-to-peer campaigns is that participants do some of the recruiting work for you.
To ensure your participants are empowered to be great recruiters, arm them with the right resources and peer-to-peer fundraising software, including:
Equip them to recruit and watch the magic happen!
While reaching potential participants is the first step in the process, driving their fundraising efforts is where the real work comes in. In order to capture the interest of participants, you must appeal to their core drivers.
The top three reasons that peer-to-peer participants fundraise are:
Seventy-two percent of peer-to-peer participants are driven by a connection to the mission. When looking to recruit new participants, find those who are closest to your cause by identifying these individuals:
This will be the sweet spot to get you started on your recruitment journey. Then, equip them and unleash them to fundraise for your campaign.
Their ability to spread your mission with their networks will widen your reach and increase donations from net new donors. This will power your campaign to new heights and help you reach your goals with less effort.
While it’s important to identify the top drivers of participants, it’s just as important to identify what is not important to them. We’re here to break it down for you and make it easy to keep them recruiting!
While the mission, impact, and activity were the top three drivers for Participants to fundraise, it’s also important to participants that your peer-to-peer campaign is:
Notably, peer-to-peer participants were also driven to fundraise when the organization made it clear exactly how the money raised would be spent. This highlights the importance of communicating not just your mission, but the impact of what their efforts will do.
Don’t wait until after your campaign is over to tell participants and donors how their money will be used! Make it clear why their fundraising efforts are needed and where the donations will go.
Peer-to-Peer participants are least likely to be motivated by:
So, what does this mean for your recruitment process?
1. Find Potential Participants Connected to Your Cause
Seventy-two percent of peer-to-peer participants are driven by a connection to the mission. Start the recruitment process by looking at your most active past participants, donors, volunteers, board members, etc. These individuals are the most connected to your cause! Connect with them by:
2. Set your Participants up for Success
The majority of peer-to-peer participants hear about a fundraising opportunity from their friends, family, and colleagues. Leverage your fundraising technology with multi-channel share capabilities:
3. Create Clear Impact Statements in Recruitment Messaging
A leading driver for peer-to-peer participants is that they believe the money they raise will make a difference. When designing your campaign be sure to:
This will appeal to today’s peer-to-peer participants and create a more personalized connection to the cause.
Now that you are armed with the top tips to recruit an army of Social Fundraisers, it’s time to get out there, spread the word, and unleash the power of peer-to-peer fundraising!