The Nonprofit Marketing Blog

The Power of the Peer

The Power of the Peer-to-Peer Fundraising Tools

While nonprofit fundraisers might argue that online giving is the current hot trend, if you look closely at what’s having the greatest influence, it’s the emergence of peer-to-peer fundraising tools. These platforms make it easy to find and give to causes or individuals who may be several degrees removed from an organization and its work. Peer-to-peer fundraising embraces your supporter base as your strongest fundraisers: Instead of asking for donations from just them, you are empowering them to fundraise for your cause through their networks.

Peer To Peer Fundraising Tools

One organization that has had particular success in the peer-to-peer fundraising space is Liberty in North Korea (LiNK), a California-based organization focused on helping resettle North Korean refugees. As reported in Philanthropy News Digest, on Giving Tuesday 2014, LiNK decided it would empower its base as fundraisers rather than sending out a mass appeal to its donor base. The night before Giving Tuesday, LiNK sent out a different kind of appeal—one that equipped its base with the tools, sample emails, and collateral materials to turn them into fundraisers. LiNK raised $12,000 from its network that day, but instead of fixating on how much money was raised, the group focused on all the new donors people brought in and exposed to its work.

It’s no surprise that people are more likely to donate to people they know who support a cause rather than donating directly to the organization.”

By tapping into your existing supporters networks like LiNK did, you unlock the potential to spread your mission and find new donors. And the potential is high: According to the 2013 Millennial Impact Report, nearly 70% of Millennials are willing to raise money on behalf of a nonprofit they care about.

It’s no surprise that people are more likely to donate to people they know who support a cause rather than donating directly to the organization. They are motivated to support their friends and family—the people with whom they have connections—rather than a brand.

Network for Good’s peer fundraising platform provides tools that make peer-to-peer fundraising and project-based fundraising easy. Project-based fundraisers define their goals as an item, supply, or other tangible need. Goals could be anything from new soccer uniforms to funding for a school trip. Whatever the need, once it is identified, donors know exactly where their money is going. These campaigns then utilize the power of crowdfunding to collect donations, and nonprofits can chart their success in real time.

Of course, you can’t talk about the power of peer-to-peer fundraising without mentioning the ALS Ice Bucket Challenge, which swept the nation and the world in the summer of 2014.

The idea of dumping cold water on one’s head to support ALS didn’t originate in the association’s national office, but among a group of friends who started the challenge to help their friend who was battling the disease. The campaign took off and became a viral sensation. The grassroots origins and selfie-friendly technology added to its appeal, making it something regular people could do to make a difference. Hashtagged #IceBucketChallenge, the stunt was all about challenging friends and inspiring people with ALS—and not at all about the ALS Association.

Adapted from Network for Good’s eBook “The Millennial Donor Playbook,” by Kari Saratovsky, Chief Engagement Officer at Third Plateau Social Impact Strategies

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About This Blog

Lisa Bonanno
Vice President of Digital Marketing

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

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