The power of social media, combined with the ease of online giving, has contributed to the rise in popularity of peer-to-peer giving—one of the best ways for a nonprofit to fundraise. It’s an effective strategy, because people are more likely to give to organizations that their friends support. Peer-to-peer sharing generates a snowball effect as your supporters share your campaigns with their friends, and as new donors from this friend group then share with their friends, and so on.
Mobile giving is an ideal tool for peer-to-peer sharing because people are already using their mobile devices daily. Mobile fundraising makes sharing simple and easy for your donors. Here are four ways you can use mobile giving to encourage peer-to-peer sharing.
1) Start With Well-Designed Donation Pages
The foundation of any giving campaign is the donation page. This page is what you’ll use to inspire supporters to make a donation. It’s also where they’ll learn important details about your campaign and organization. Without a well-designed donation page, your campaign’s success rate won’t be as high. Here are the components of a high-performing donation page:
- Mobile-Friendly—Your donation pages need to look good on all devices, including smartphones. Responsive design automatically resizes images and text to show up clearly on small screens. The navigation menu is also adjusted to be easily accessible via a smartphone or tablet. Mobile-friendly design means that donors will be able to easily navigate the page and quickly make a donation.
- Simple—People are busy and easily distracted. Making the donation process as streamlined as possible will increase the number of completed donations. Use as few form fields as possible, and minimize the number of clicks required to go through the process.
- Easy—Don’t make supporters stop and think about what to do next. The process should be clear, from start to finish. Adding suggested donation amounts will reduce the friction, allowing donors to get through the process faster.
- Impact Labels—Along with suggested donation amounts, include impact labels. People are more likely to give if they can envision a concrete way their money is going to help. For example, you could say “$20 feeds a child for a week.”
- Recurring Gift Option—Some donors will want to set up an automatic payment for recurring donations. Make it easy for them by including a recurring gift option.
- Social Sharing—Make it convenient for new supporters to continue the snowball effect! Include social sharing buttons to allow donors to quickly and easily share on their social pages.
2) Focus on Social Media
Social media is one of the most effective tools for donors to share your fundraising campaigns. Simply posting to your social pages, however, won’t allow you to take full advantage of the opportunities that social media provides. Craft a strategy based on what you know about your supporters, tailored specifically to them. Think about:
- What platforms do they use? Some people prefer Facebook, some Twitter, some Instagram. Other platforms, like Snapchat, may be worth exploring as well. There’s no need to target platforms that your supporters don’t use, however, so be sure to find out the most popular sites for your particular group of supporters.
- What types of posts do they share? Do your supporters tend to share informational articles? Images? Videos? What types of content do they post the most?
- What types of content do they engage with most? When users engage with content, their friends can often see that content. Make note of which types of posts your supporters most often like and comment on.
3) Build Community
Peer-to-peer sharing thrives on community, on the relationships between friends, colleagues, and family. In return, peer-to-peer fundraising offers your supporters the opportunity to grow their relationships. Provide your supporters with a cause to rally around, and activities that will simultaneously raise money for your organization and build community.
Consider creating team-building opportunities that supporters can participate in together. Here are a few ideas:
- Cause-Focused Campaigns—When a group of friends is passionate about a specific cause, that cause brings them together. Get very specific in your peer-to-peer campaigns to generate that emotional investment.
- Walk/Run/Bike Events—These events are popular for a reason—they’re effective! When a group can participate in an activity they all enjoy, they feel connected.
- Sponsorships—Friends are often excited to support someone in their network who’s serving in a special capacity for a day, such as “guest bartender” at a local restaurant.
- Company-Based Teams—Companies are often looking for ways to build team camaraderie, and nonprofit fundraising is an ideal way to fulfill that goal.
4) Host a Meet-and-Greet Event
Give your supporters the opportunity to meet one another. People who have a shared interest, such as the cause your nonprofit is promoting, enjoy meeting one another. By giving them the opportunity to make new connections and meet team members in your organization, you’ll increase their commitment to your organization. While these events do require planning, they don’t have to be expensive. Partner with a local business for event space, or a restaurant for discounted or donated food and drink. Also consider hosting groups yourself, bringing supporters in to see your work firsthand.
Download “The Ultimate Guide to Mobile Giving” to learn more about how mobile giving can boost your fundraising campaigns.