The Nonprofit Marketing Blog

How to Turn Donors into Fundraisers

Want to add new donors and more donations to your fundraising results this year?

One of the best ways to expand your reach and attract new supporters is by tapping into the networks of your existing supporters with a peer-to-peer fundraising campaign. Here’s why: people are more likely to give when asked by a friend or family member, and thanks to the multiplier effect, these supporter-fundraisers will increase their lifetime value to your organization by giving and bringing new donations to your cause.

So, how do you do it? How do you inspire donors to create personalized fundraising campaigns and raise money on your behalf? Here are 11 tips for turning donors into fundraisers.

Make it easy.

First and foremost, you must make setting up a peer fundraising page and asking friends to donate dead simple to do. The same rules apply for getting donors to give as they do for getting supporters to ask their networks to give to your cause. The easier it is to do, the more likely they will be to do it. Focus on removing any roadblocks for your supporters-turned-fundraisers.

Offer portable outreach. Arm your supporters with pre-written emails and social media posts. Provide grab-and-go templates so your advocates can focus on reaching out to their friends.

Be clear. Make sure you are clear on what you’re asking your supporters to do when you recruit them to be fundraisers. Make your instructions short and simple. If there are too many steps or complex requests, they’ll get confused and give up. Simplify their part of the process as much as possible, and if you can do some of the steps for them, even better.

Be realistic. You want your goals to be exciting and motivating, but requests don’t feel do-able will just turn potential fundraisers off. Make your ask feel possible so your supporters can see they can succeed and make an impact for your work. If possible, share other fundraisers’ good results to illustrate that a successful campaign is achievable.

Have the right tools. Having the right software in place makes these types of social fundraising campaigns a lot easier for you, and your fundraisers. Focus on tools that empower supporters, offer built-in sharing options, and make your fundraisers look good. Schedule a personalized tour of Network for Good’s peer-to-peer fundraising software and learn how you can easily create campaigns that will extend your reach and attract new donors.

Make it relevant.

Giving back is often very personal, for both donors and fundraisers alike. Reinforce this important tie to your work by making the idea of fundraising for your organization tailored to your supporters.

Think about their connection with your cause. Some donors have an affinity for certain projects or programs, or they have a story that shares a unique perspective. When asking supporters to join as fundraisers, make sure you connect these preferences to the campaign you’d like them to help spread. If a donor has always supported your senior meal delivery program, tap them to start a fundraiser to help fund a new van to distribute even more meals.

Personalize your request. Use the details you have in your donor database to personalize your invitation to participate. Yes, start with getting their name correct on the emails, but also include relevant details about their history with your organization and how this makes them the perfect fit for your fundraising team. A request that seems generic or worse, disconnected, won’t inspire donors to get involved.

Make it about the impact.

Everyone wants to know they’re making a difference, and your fundraisers are no exception. Get your advocates on board by illustrating the impact that their efforts will have.

Show the big picture. Give prospective fundraisers a clear view of how their efforts will add to your bigger goal. What is the vision that your campaign will make a reality? Paint a picture of how your supporter-fundraisers will make a difference and include this in your recruitment communications.

But also get specific. Now that you’ve set the vision, break down what each campaign, donor, and donation can do. This will help fundraisers and donors alike understand how they can achieve the goals you’ve set, one step at a time. Will $20 help feed a family for a day? Does a $2,000 fundraiser goal equal a new refrigerator for your food pantry? Let supporters know exactly how their gifts will be used so they can visualize their specific impact.

Make it fun.

Social fundraising campaigns can create a deeper connection with your supporters … and they’re fun! Don’t forget to use this fact when you recruit and motivate fundraisers for your projects.

Leave room for personalization and creativity. Give your fundraisers ownership over their campaigns and allow them to customize their communications and fundraising pages with their photos, stories, and video. Not only does this make their efforts feel more personal, these individual touches will make donors more likely to give as it evokes their recognition and relationship with the fundraiser.

Offer motivation. Keep your supporters going with updates on how the campaign is going and how their contributions are adding up. Check in with encouraging words and tips for making their outreach more effective. Don’t forget: a little competition among your fundraisers is healthy and can drive extra participation. Consider offering an incentive for the best campaigns or when fundraisers meet certain milestones.

Create goals and deadlines. While you want your goals to be realistic (see above), you do want to set some targets and track milestones to help motivate your fundraisers and drive a sense of urgency. This helps your supporters stay engaged and can spur them on to encourage more donations.

Network for Good’s peer fundraising software will help you do all of these things and more. You can create beautiful campaigns that inspire donors to fundraise on your behalf and motivate their networks to give to your organization.

Raise More This Year with Easy-to-Use Fundraising Software that Gets Results

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About This Blog

Amanda Khoury
Marketing Manager

We’re here to help you win hearts and minds—and donations.

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Want to raise more money and learn how to market your cause with bigger impact? You’re in the right place! The Nonprofit Marketing Blog is managed by our team of experts here at Network for Good. We’re here to bring you the best in nonprofit marketing trends, fundraising techniques, technology developments, and amazing nonprofit examples.

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