Peer to peer fundraising has gained popularity in the non-profit sector for the simple reason that it works. But why? Why is peer to peer fundraising often so much more effective than conventional broadcast appeals for donations?
To answer this, we must first take a look at what peer to peer fundraising really is and the dynamics that are involved.
What is P2P fundraising?
Peer to peer fundraising is when you allow your supporters to create fundraising pages for your organization and solicit donations from their friends and family on your behalf. An example of a peer to peer fundraising campaign might be one in which a charity hosts a walkathon and participants seek pledges from their peers.
Each participant in the walk would be able to set up their own fundraising page using a peer to peer fundraising platform. Participants are able to personalize their page with a personal story, picture and fundraising goal.
There are several reasons why using a P2P fundraising campaign can be more effective than simply making a direct appeal from the organization. Here are a few factors to consider.
1. It’s all about relationships
Peer to peer fundraising capitalizes on social relationships and social sharing. When you ask supporters to use their social connections to reach out to their friends and family for donations, you exponentially increase your potential donors. Also, because it’s friends asking friends, those donors are willing to give more often and more money becasue they know the person making the ask. In fact, research shows that friends asking friends results in donors giving about 52% more than through a broadcast request from the non-profit itself!
Check out this video from our partner, Fundful P2P:
2. It’s interactive
Unlike the one-sided ask from your non-profit, peer to peer fundraising is interactive. Participants will typically share their fundraising pages through their social media channels, giving friends and family the opportunity to like, comment, share, retweet, etc.
On the fundraising page itself, there is a listing of who donated, and a comments section for people to leave encouraging messages. The fundraiser also has the ability to send updates to all donors. For example: “I’ve reached my goal! Thank you to everyone who donated!!”
3. It involves storytelling
Peer to peer fundraising pages give your supporters the opportunity to tell their personal stories about why they support your work. Harnessing he power of storytelling is one of the most powerful things you can do when it comes to fundraising. When people have a deep connection with the mission of your organization, and are given a platform to tell their story, it encourages others to support that mission.
4. It creates a bandwagon effect
Peer pressure isn’t just for kids and it isn’t all bad. As human beings, we enjoy being part of a larger movement. When friends, family and co-workers get behind something, our natural tendency is to want to get behind it too. It’s just one of the many reasons peer to peer fundraising works!