Unlocking Peer-to-Peer Success this Summer
So you’re planning a peer-to-peer event and want to ensure you hit your fundraising goals? Look no further!
Peer-to-peer season has started, and you want to make sure this year stands out from the rest! Whether this is your first event or your fifteenth, these tried and true tips will guide you on a path to fundraising success.
1. Segment, and Communicate.
According to the 2015 Digital Outlook report, charities who had created personas of their ideal donors were more successful in converting leads to donors and donors to second-time donors. What do your constituents look like, and how can you leverage them?
Current Participants – Team captains, team members, and individual fundraisers benefit from coaching, personalized and impact emails. These are your champions. Share their stories, and make them feel good!
Past Participants – If they are participating again, why? If they aren’t, why? Tap into their experience to help refine all of your efforts. This group can include volunteers and committee members.
Potential Participants – Any constituent who has interacted with your organization could be interested in your event. Make it easy for them to learn more and join.
Donors – This is an untapped group of people who already care about your cause! Expose them to your event and give them another channel to give.
By taking the time to understand your constituents, you can engage them more effectively, and understand what drives them to participate.
2. Create a plan, set goals.
Define a clear strategy and set goals for increasing the event participation and support within the charity, with clear measures of success! Ask yourself:
Who are your top fundraisers? These champions should receive enhanced cultivation support, a personal fundraising coach or even a Welcome Call from Executive Director or one of your board members.
Are you watching which participants are increasing or decreasing their fundraising goals? Those who increase their fundraising goal mean they have an affinity for fundraising and should be stewarded more intensely.
Can you track how many emails each participant sends? More emails means more donors! You get what you ask for.
Fundraising doesn’t happen just because you tell or ask the participant to do so. Especially when it comes to first-time fundraisers. You need to engage them and help them succeed by encouraging them to reach out to their network. You need to build a strong relationship. To do that, you must be authentic, original, and genuine.
3. Content is about them, not you.
When developing content for social, web, or e-mail, be mindful of the differences in how users consume content across each form of media. Users on Facebook, Twitter, Instagram and other social medias consume content differently depending on the platform. Understanding those differences will be the key to successful and meaningful engagements.
Whether you’re using e-mail to share a success story or pushing your participant to reach their fundraising goal, personalizing your e-mails (among these other tips) goes a long way to increasing your click through rate. Make content and descriptions compelling. Provide recipients something they really want to click to see, and a description that makes it clear why they should.
As you learn more about your participants over time, you can better personalize your content and messaging to their specific needs.
4. Use the right tools.
Lastly, you don’t need a massive budget to be able to deliver a tailored experience for your constituents. Think about these the next time you set up your welcome series:
Create conditional content for Team Captains vs. Team members vs. New Participants. If they beat their fundraising goal last year, why not urge them to double it?Automated emails sent from your CRM aren’t just great for coaching. Participants who have become inactive can be sent automated emails, reminding them why they are participating, and fundraising for your organization.
Don’t forget about measuring. Does your email marketing tool let you measure CTR and open rates? The CTR tells you both how interested recipients were in a particular issue, and how well you converted that interest into click-throughs. Tracking these emails are great indicators if your content resonates with your recipients.
There is no one-size fits all approach to guarantee success for your specific event, but you can test and measure what works best for your organization.
If you want to learn more about how hjc can kick start your peer-to-peer event, just give me a shout at email@example.com