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5 Ways To Use Social Media In Peer-to-Peer Fundraisers
As we’ve lived in the world of peer-to-peer fundraising for nonprofits over the past decade, we’ve identified that there are 5 ways to use social media in peer-to-peer fundraisers that help nonprofits be successful.
Those that lack any of these 5 things are missing great opportunities for success in their fundraising efforts.
“Social media is a toolbox for your nonprofit projects. ”
When it comes to nonprofits, peer-to-peer fundraisers give more opportunity to your supporters to reach friends, family and colleagues through their social media networks.
In a way, social media is similar to a toolbox.
Most everyone has a toolbox at home for doing projects. In the toolbox are the essentials: hammer, screwdrivers, adjustable wrench, pliers, and tape measure.
In the same way, social media is a toolbox for your nonprofit projects.
Some of the social media tools, and the best way to share peer-to-peer fundraising efforts, are Facebook, Twitter, Instagram, TikTok, and Snapchat.
These tools make it easier to promote your cause and reach a larger audience.
What Is Peer-To-Peer Fundraising?
Peer-to-peer fundraising is many people reaching out for donations on the behalf of one nonprofit, in a "many to one" approach.
This type of fundraising gets your supporters involved in raising money for your nonprofit campaign.
How To Do Peer-To-Peer Fundraising
Your nonprofit will determine its goal and set up its main campaign page using a peer-to-peer fundraising platform.
Then your nonprofit recruits volunteers to be fundraisers and, using social media, set up its campaign pages.
How Does Social Media Peer-To-Peer Fundraising Work?
Your nonprofit will provide supporters with resources that they can use to promote on their social media pages.
These volunteer fundraisers will share their peer-to-peer fundraiser pages on a variety of their social media platforms, like Facebook and Instagram.
Your nonprofit can track the campaign's progress and offer encouragement to supporters along the way.
Having an effective fundraising campaign is essential, so that time and effort are not wasted.
Examples Of Peer-To-Peer Social Media Fundraiser
One of the more notable examples of peer-to-peer fundraising has been the ALS Ice Bucket Challenge.
This peer-to-peer fundraiser used a social media-powered video challenge to dare participants to pour a bucket of ice water on their heads for donations.
Spectacularly successful, this is a prime example of using social media for peer-to-peer fundraising to help advance your cause.
Other examples include hosting an "A-thon" event. It could be a walk/run, bikeathons, golf outings, bowling, or almost any other type of activity.
Another peer-to-peer favorite is when your supporters use their social media to request donations in honor of their birthday or other special occasions. Facebook is particularly successful in these types of fundraisers.
Giving Tuesday, although more commonly a Crowdfunding style fundraiser, has also proven itself as a successful peer-to-peer campaign that has become an important fundraising event for many nonprofits.
5 Ways To Use Social Media In Peer-to-Peer Fundraisers
No matter which form of social media works best for your nonprofit, there are some commonalities across the platforms.
Here are the 5 best ways to get your message across when using social media, no matter the platform, for peer-to-peer fundraisers.
#1 Share Your Story
We all love a good story.
We go to the movies, we still read books, and will binge-watch our favorite series.
People, like your peer-to-peer fundraisers, participate in your nonprofit's campaign because they are passionate about the cause.
Sharing the story behind your cause helps others to understand the importance of the work you do.
It is also a key driver in peer-to-peer engagement that motivates others to support your cause.
Adding visuals to the story enhances the narrative immensely.
#2 Always Include A Link Back To Your Donation Page
A social media post can inspire others to want to help, and the goal of peer-to-peer fundraising is to raise funds.
In fact, A request from a friend or family member is what prompts 39% of Americans to donate to a charity.
“A request from a friend or family member is what prompts 39% of Americans to donate to a charity. ”
It is essential to include a link to a customized donation page so potential donors have a quick and easy way to donate immediately when they are inspired by your message.
When using Peer-to-Peer by FundEasy, this is done automatically so your volunteer fundraisers don’t have to think about it, or risk getting the link wrong.
# 3 Highlight Milestones
These are some of our milestones at FundEasy.
We tend to place our confidence and trust in those organizations that are familiar to us.
Unfortunately, many nonprofits don’t yet have the luxury of possessing an instantly recognizable household name.
If this is the case for your organization, that’s ok! You can use peer-to-peer fundraising marketing efforts to make your organization known.
When you’re preparing the "toolbox" for your peer-to-peer fundraisers, be sure to include your organization's milestones.
The mention of your continued progress, goals met, and people positively impacted goes a long way to inspiring potential donors to turn that thought into action.
This builds trust in your organization, even if your name is not well known.
#4 Recognize Supporters
Your peer-to-peer fundraisers work hard for your nonprofit.
Recognize them by publicly acknowledging them in a post. You can tag contributors and write a brief blurb about how they help your organization to succeed.
Add pictures or videos and post them on your home page where others can readily see them.
Peer-to-peer recognition is also an endorsement. It lets others see your supporters participating in the cause, and that acts as a stamp of approval.
A "thank you" always goes a long way, and it lets your donors and potential donors alike know that their efforts are appreciated.
“Your peer-to-peer fundraisers work hard for your nonprofit. Recognize them by publicly acknowledging them in a post.”
#5 Use Peer-To-Peer Fundraising Software
While your supporters care about your nonprofit's cause, it can sometimes be daunting to them when they are asked to participate in the fundraising process.
Your nonprofit can make it easy (and fun) for them to participate when you equip your supporters with Peer-to-Peer Fundraising Software.
Using professional software gives your fundraisers all the tools that they need in their toolbox to easily execute a fundraiser for your nonprofit - including the ability to customize their fundraising page.
It also allows you, the nonprofit, to set up the parameters of the campaign and apply it across every peer-to-peer fundraising page your supporters set up.
This includes fundraising goals, graphics, the wording used to advertise your fundraiser and represent your organization, customizing giving amounts, and more.
Speaking of gift amounts… Did you know the average gift amount made through participant fundraising pages is $91? It could be fun to play off this - or other amounts of significance for your nonprofit - as you define your campaign’s suggested giving amounts.
Peer-to-Peer fundraising could not be easier and is efficient and effective for your nonprofit.
What Are Social Media Fundraising Best Practices?
Establish a clear goal and a call to action
Potential donors are more likely to donate to your cause when they know exactly where their money is going.
State that goal clearly along with the ability for supporters to donate.
Brand your campaign
Branding your campaign helps to frame your efforts and make them memorable for potential donors.
They also make them more easily shareable for fundraisers.
Some examples of branding a campaign are “World Water Day” (DigDeep), “Destination Independence” (Beyond Blindness), and “Extra Life” (Children's Miracle Network Hospitals).
Many organizations had to get creative with their branding during the pandemic as they converted traditional fundraisers to virtual ones. We highlighted a few of our favorites in the blog post: Creative Virtual Peer-to-Peer Events!
Give Your Peer-To-Peer Fundraisers A Tool Box
Your nonprofit should give your peer-to-peer fundraisers a "toolbox" at the start of a campaign that:
Gives them information about your organization and cause
Sets Campaign goals
Provides them with photos and videos to share
Gives them pre-written copy
Includes a suggested posting calendar
Equips them to succeed with professional Peer-to-Peer Fundraising Software
One of the best parts of peer-to-peer fundraising on social media is that each supporter can personalize their page in a meaningful way.
When you use peer-to-peer fundraising software, it allows for personalization, but keeps your organization's message clear.
Final Thoughts
Peer-to-peer fundraising has become one of the most popular ways for reaching donors. Using Peer-to-Peer Fundraising Software makes the process smooth, easy and effective.
If you'd like to learn more about our Peer-to-peer, Attendance, or Crowdfunding products, please reach out! We'd love to chat.
Also, if you haven't joined already, we have an exclusive Facebook Group just for our customers! If you are a current FundEasy Customer and would like to join, go here to learn more and request to be added!
Crystal Hoag
This article was inspired by our customers and written to encourage your fundraising efforts. Although we work with nonprofits and events daily, our team members are not Event Consultants. We encourage you to consult with your event consultant, executive team, and/or affiliate organization before making any major changes to your events.