Converting Peer to Peer Donors to Fundraisers 3766

Converting Peer to Peer Donors to Fundraisers

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Hooray!  It's a great moment! The moment you receive a donation for your organization. It's the perfect time to leap up and down, do a jig, and celebrate!

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It's also a perfect time to start preparing for helping your donor to make a different type of leap, the leap from donor to fundraiser.  After you receive a donation, whether it's $10 or $1000, we strongly suggest reaching out to acknowledge the individual and say "Thank You!". Now's the time to make your donor feel valued and to start building a relationship and cultivating the relationship.  

everydayhero's Built in Tools Can Help

A few things to note about your donor's experience (post donation) on everydayhero.
  1. everydayhero sends a receipt to each donor, which acts as acknowledgement and a tax receipt if the individual plans to use the donation as a deduction at tax time.
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  2. Each donor is given the option to "opt in" to hear from your organization. You can find this information in your donor report.
  3. everydayhero provides the option for fundraisers to say thank you to donors directly on their page!  We love this feature, because it encourages the donor to visit the fundraising page where they made their original donation, to read the thank you note. When they arrive, they're more likely to take another action like sharing their friend's fundraising page, clicking through to learn more or sign up as a fundraiser, or even making a second donation.
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The Leap

Whether you acquired your donor through your annual giving campaign or membership campaign, event, holiday appeal or another method, a past donor is the perfect candidate to recruit as a fundraiser. You know that your donors have an affinity for your cause. With the right call to action, you can help turn that affinity into true passion. 

Your peer-to-peer donors may be particularly good candidates to recruit as a fundraiser for the campaign they just gave to, by encouraging them to take the next step and join the campaign by becoming a fundraiser themselves. It's important to remember: your peer-to-peer donors are different than your traditional donors. Their gift was most driven by an emotional appeal from someone they know. This could be the first time they've ever heard of your organization. Or, maybe they had heard of your organization in the past, but only decided to donate because they wanted to support their friend (not necessarily because they had a connection to your mission). Nonetheless, this doesn’t mean they can’t become your newest advocate. Here’s how to make that happen!
  • Directly ask these new donors to stay involved with your organization and fundraise. Remember to treat this network of peer-to-peer donors with sensitivity and know that these donors might not know very much about your organization.  
  • Drive home the idea of community and being a part of something bigger.  As we mentioned above, many of these donors donated only because a friend or family member asked them to. Now invite them to join their friend or family member.
  • Guide these donors to learn more about your nonprofit’s mission. If possible, do this by personalizing your thank-you messages adding in some detail about the work you do. For example, you could write in their gift acknowledgement email: thanks for donating to Sarah’s fundraising page on everydayhero – your donation has allowed (call out what impact the individual's donation has made on your mission). 
Think of these donors as ones you need to educate from start to finish. Your stewardship of these donors can lead to these new constituents becoming involved in your organization as a volunteer or a major donor.

Peer-to-peer fundraising is an incredible way to acquire new donors.  With some attention and affection, you'll be well on your way to converting these new donors in to long term supporters and fundraisers. 


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News everydayhero Blog 07/25/2017 3:52pm EDT

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