The Nonprofit Marketing Blog

Peer Pressure for Good

After I read this article in Chronicle of Philanthropy and this one in the Huffington Post, I couldn’t get this song out of my head. “Under pressure…” Queen’s lyrics aren’t really describing the type of pressure featured in either of these articles, but the main theme is clear: Pressure changes things—it makes action happen.

What kind of pressure does a fundraiser need to use? Peer pressure. Peer pressure can make action happen. Here’s how: We are strongly influenced by our family, friends, and networks. When someone we know makes it clear that they support an organization or when we see them volunteering or donating, we are more likely to do so too.

The Millennial Impact Study found evidence of this in its research, specifically in how peer pressure affects workplace giving. Younger donors are more likely to be influenced to give by their colleagues and peers and not by those in leadership.

“Nearly half of the young people surveyed for the 2015 Millennial Impact Report said they were likely to donate if a coworker asked them to, while only a fifth said they’d probably do so at the request of their companies’ chief executives. Sixty-five percent of millennials said they were more likely to volunteer if their coworkers participated, while 44 percent said they were more likely to if their supervisor participated.”

A study featured in the June 2015 issue of the Economic Journal found that the average donation on a peer-to-peer fundraising page pressures donors to align their gifts with what seems to be the norm.

“[C]ontributors were more likely to give bigger sums when the average donation spiked, and their decisions had little to do with their feelings about the cause.”

How can fundraising professionals leverage peer pressure for good? Here are a few ways:

  • Try peer-to-peer fundraising. Contrary to popular belief, you don’t need to host an event to launch a peer-to-peer fundraising campaign. Peer-to-peer fundraising is simply empowering your supporter base to fundraise on your behalf. Peer-to-peer fundraising is also known as social fundraising, P2P, or peer fundraising. When you equip your supporters to raise money on your behalf, you’ll not only expand your donor base, you’ll also create a deeper bond with those who serve as peer fundraisers. Win-win!
  • Be sure your donation pages include a sharing feature. Make it easy for donors to spread the word about your organization. After donors give through Network for Good donation pages, nonprofits can draft suggested tweets, email text, and more, and all the donor has to do is hit “share.”

The Secrets of Social Fundraising Success

Build Stronger Relationships with Your Donors

Learn More

Share your thoughts!

Join the conversation to offer your insight and experience. Have a question? We’d love to hear it!

About This Blog

Linda Lombardi

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

Read More

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.

Want to be a better nonprofit marketer and fundraiser? Get alerts for free tips, key content, and other training opportunities.

Subscribe