DonorDrive recently published their annual report: The State of Peer-to-Peer Fundraising 2015. Their research gives us insight into the activities and future of peer-to-peer fundraising.
It comes to no surprise that social media is an effective channel for individual fundraising campaigns. In fact, social fundraising has increased 32% in the past year, with Facebook remaining the leader at 90%. DonorDrive found individual fundraisers on Facebook to be more effective than the nonprofit organization fundraising itself. This may be due, in part, to the personal stories supporters are able to share about their involvement with the nonprofit. Their stories can hit the heartstrings and purse strings of the people in their network.
Team-centric events are an extremely beneficial option when fundraising through social networks. Team members are often more involved and aggressive in their efforts to raise money. This success most likely stems from comfort in numbers when asking for donations, and from the competition between teams and within the team. Teams are able to share their stories and successes in a cumulative manner and address a wider network of people.
Just as it is important for the individual and team fundraisers to explain their story and involvement in the nonprofit, it is equally important for your nonprofit to tell its story. Explain how your nonprofit began, what your mission is, and what you are doing now to help the constituents you are working for. This conversation should continue with donors after they have shared their wealth, in order for them to see where their money is going. On-going communication allows your nonprofit to create stronger relationships with your supporters, and will make them more likely to donate again in the future.
DonorDrive’s study has shown that a nonprofit’s role in social media is best geared towards repeatedly reminding users to donate. They found that 42% of those who donate return to the donation form multiple times before completing their donation. By using remarketing techniques to reach out to visitors who have already spent time on your website you are more likely to secure their contributions and support.
By creating user friendly platforms for the donation pages those with repeated visits are more likely to follow through with their contribution. This is especially relevant on mobile devices, where social donations have significantly increased from 9% in 2012 to 38% in 2014. The mobile fundraising space creates a cohesive process with connection to social media apps on smart phones and makes donations easier over all.
As we have learned, the key factors to successful peer-to-peer fundraising campaigns are good communication with donors, user-friendly platforms and strong motivation and storytelling from fundraisers. Continue these behaviors for future campaigns and watch your nonprofit take off!
Be sure to check out DonorDrive’s State of Peer-to-Peer Fundraising 2015 Report.