How To Steward Your P2P Supporters Beyond 2021

Stephanie Thomas

By leveraging JustGiving® from Blackbaud to create a crowdfunding campaign with optional peer-to-peer fundraising, you can connect with your existing supporters, bolster your results by empowering your advocates to fundraise on your behalf and reach more donors. But what to do with all that activity? Can peer-to-peer fundraising not only help you acquire new donors now but also retain them?

JustGiving is the world’s most trusted platform for online giving. We help people raise money for charities and people they care about the most. In fact, nonprofits and organizations around the world are incorporating peer-to-peer fundraising into their end-of-year strategy. Peer-to-peer fundraising helps you acquire new donors by leveraging your strongest advocates to promote your cause, share their stories and bring attention to your mission by revealing it to their audiences.

Did you know that for no added cost, you can integrate JustGiving’s peer-to-peer fundraising data with Blackbaud Raiser’s Edge NXT for relationship building and retention? The integration creates constituent records (or matches on existing records) to help you identify those who influence giving and creates gift records to help you track the funds your organization receives through JustGiving.

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When the Charleston Animal Society used JustGiving, they brought in almost 200 new donors to NXT. “JustGiving from Blackbaud makes it simple for donors to sign-up to fundraise, preventing the drop-off that happens when they have to go to multiple pages,” said Kristen Lewis, CAS director of donor relations and reporting. “It also stores their information, making it even easier for them to sign-up and fundraise for future events.” Learn more about how they use Raiser’s Edge NXT and JustGiving.

So, what do you do with all those new donors and fundraisers in your database?

Top tips for a great first impression:

1. Update your Settings overrides in NXT. For each JustGiving campaign, you can set a campaign, fund, and appeal for more accurate tracking.

2. Tag or segment your P2P donors and fundraisers by using Constituent Codes. This will help you build lists based on the codes for more accurate segmentation.

3. Update your default Email Consent Category to know the best way to contact your new constituents.

4. Create an action for your staff to call and thank every P2P fundraiser; you can utilize Workflow if there are many and you want to automate for your team.

5. Provide tips and sample social media posts or emails to your fundraisers if they are struggling to meet their goal. These can be shared through any channel or you can send an email to your list based on constituent code.

6. Review the NXT Ratings* (via the constituent record or by building a list) for P2P donors to determine where to focus your fundraising energies and who to ask for larger gifts.

7. Review the Recognition Credit and/or Donor Message for new gifts to identify page owners who influenced giving and view the message the donor wrote to the fundraiser. This context can be super handy when calling and thanking your new donors!

By making a great first impression, you are well on your way to building strong and compelling relationships with your P2P donors and fundraisers. Based on your event or acquisition type, you may find it best to drop the new constituents into various nurture activities like:

• P2P Donors can receive a welcome packet and quarterly newsletter

• P2P Fundraisers can be invited to a Facebook group of other P2P Fundraisers

• P2P Team Captains can be interviewed and featured in your marketing assets

• Acknowledgement letters can include the name of the campaign the donor gave towards with a location to learn more about your organization

• Event-based segmentation with an opportunity to provide confirmation of communication preferences can help you know who to follow up with. For example, Giving Day donors should be solicited to give to a related campaign whereas a donor to an in-person event (5k for example) may only give a second time if the individual is fundraising again. If you are sending an email to the donors with a status update on the campaign, let them update their preferences to stay informed (or not).

Interested in additional insights? You can learn more about stewarding donors in our quick 30-minute webinar. Watch now.

It is not too late to add peer-to-peer fundraising to your end-of-year fundraising. Create a free campaign on JustGiving now!

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*Available in the United States

Kimberley Cote

Awesome tips, thanks for sharing, Stephanie!