Is P2P The Key To Donor Acquisition?

In today’s hyperconnected world of social media influencers and online reviews, the endorsement by a friend or family member can often be a deciding factor in how we choose to spend our hard-earned dollars … and the same is true for where and how we make our charitable contributions.

Which begs the question – should you try to influence or acquire peer-to-peer donors to become organization donors?

The key is R-E-S-P-E-C-T.

If you are going to just add a new peer-to-peer donor to an email list or mailing list with no regard to how and why they made their donation, then it might not be worth the effort. But with the right strategy and the right respect, these new donors, brought into the organization by some of your most devoted supporters, can be game changers.

So what does that look like?

Respect why & how they made their first donation.
The most important thing to do when attempting to acquire a peer-to-peer donor as an organizational donor is to acknowledge how they came into the community. Adding a simple note of introduction to an email or phone call that says, “Thank you for supporting your friend as they fundraise for our mission. Here’s a little more information about the cause that is so dear to their heart,” can be the first step in establishing a connection and piquing their interest in your organization.

Respect your fundraiser’s wishes.
Unlike traditional organizational donors, peer-to-peer donors often give solely because they were asked by someone close to them. Their priority is to help their friend reach a specific goal. For our repeat fundraisers, especially those striving to meet fundraising commitments, it is important to understand and honor their reliance on these personal connections. These conversations should be an integral part of the coaching process, ensuring mutual respect between the organization, the fundraisers, and their supporters.

Respect the donor’s choice.
Some individuals may consistently support their friend’s fundraising efforts without responding to other appeals… and that’s okay! Part of their joy in giving might be helping a friend reach a goal, and it doesn’t indicate a lack of appreciation for our organization. (Remember, if they were dissatisfied, they would likely explore alternative ways to support their friend.) For these donors, retaining the participant becomes the key to keeping them on board.

So, how are you acquiring your peer-to-peer donors as organizational donors? Share your thoughts with us and we will share out through our P2PPF LinkedIn page.