“How’s your year-end appeal coming along?”
I don’t know about you, but at this point in the year, I can really only growl in response as I run past whoever asked me, onto the next thing I have to do. Fundraising professionals have hit the busiest time of the year–I’m stressed out already, and there is no time for chitchat.
Fundraising folks know it’s been like this at the end of the year for a long time. Between the winter holidays, which promote community engagement and generosity, and the end of the tax year, which promotes getting in some last-minute donations, there’s a lot going on.
And now there’s #GivingTuesday, Black Friday’s more charitable cousin, a global day of giving. We’ve got to have plans.
Don’t you growl at me and run away. I know that game.
Take a minute, pour yourself a cup of coffee (are you on your fourth or fifth?), and let me take the tiniest bit off your plate with my suggestion:
Make Your #GivingTuesday Campaign A Peer-to-Peer Fundraising Campaign.
“Make Your #GivingTuesday Campaign A Peer-to-Peer Fundraising Campaign.“ tweet this
Peer-to-peer fundraising campaigns are built to help you engage your audience to fundraise on your behalf, helping you reach new networks of donors while at the same time building your community. And, with the spirit of #GivingTuesday being a global movement of philanthropy, setting up a personal fundraising page for #GivingTuesday gives your community members a tangible way for them to participate in #GivingTuesday for your organization.
Here’s five major reasons that we here at CauseVox think it’s a good idea to try a peer-to-peer #GivingTuesday campaign
1. Peer-to-Peer Fundraising Campaigns Cut Through The Noise
As the song says, it’s the most wonderful time of the year. It’s also the busiest for many of us, not just fundraising professionals. Between parties, gift-giving, school concerts, church services, bright twinkly lights, and travelling, people have a lot on their minds.
In times of stress, we tend to cut out non-essential messages…like the ones we receive from organizations asking us for money. However, it’s not as easy to tune out people you care about. Peer-to-peer fundraising campaigns aren’t centered on organizational messages, they rely on people reaching out to their social networks.
With peer-to-peer fundraising, your strongest supporters give a word-of-mouth recommendation for your organization to their networks, and an unbiased testimonial on your behalf. In an age where folks, especially millennials, value authenticity, peer-to-peer fundraising accomplishes things that institutional fundraising can’t.
2. Peer-to-Peer Fundraising Campaigns Are Ideal For One-Day Giving
Peer-to-peer fundraising works best when campaigns are urgent, and “today only” is as urgent as it gets.
You can definitely use #GivingTuesday to kick-off your year-end fundraising, but the day itself is just that, a day. The time-limited element stops would-be donors from filing your organization away on their “to do sometime in December” list.
In addition to being a good #GivingTuesday fit, peer-to-peer fundraising brings you more donors more quickly. A one-day giving event doesn’t have time to unfold little-by-little; you need to reach the maximum amount of potential givers ASAP. Peer-to-peer fundraising campaigns instantly put your fundraisers’ social circles within your reach.
3. Peer-to-Peer Fundraising Provides An Opportunity For Meaning
Peer-to-peer fundraising campaigns give people a way to give back at a time they’re looking to do so.
The holiday season is the most charitable in the US. An estimated 50% of nonprofits receive the majority of their donations during the last three months of the year. The cultural focus on giving goes beyond buying presents for your family and extends to the entire community.
The holidays are still a consumerist extravaganza, don’t get me wrong. However, for many people, just buying and giving stuff is becoming kind of empty. People are looking to bring meaning to their holidays. That’s the whole point of #GivingTuesday.
As an additional bonus, this time of year, people are also looking for concrete ways to teach their kids about charity and compassion, and how much better it is to give than receive. Raising money for a cause or organization they believe in can meet all these needs.
4. Peer-to-Peer Fundraising Campaigns Take Burden Off Staff
Is your development staff also growling and running? Are you the entire development “staff”? Peer-to-peer fundraising can take some things off your plate. While a community-driven fundraising campaign doesn’t run itself, and does still require your attention, a lot of the day-to-day work of the campaign is done by your army of peer fundraisers. This frees up their time for the approximately ten million other things development professionals are doing this season.
Peer-to-peer fundraising campaigns require you to manage logistics, but a lot of the work that makes them successful is best done ahead of time. It’s the preparation that you do now that really can help make a #GivingTuesday peer-to-peer campaign thrive. Once it’s up and running, your fundraisers carry the torch.
5. Thanksgiving Brings Peer-to-Peer Fundraising Opportunities
Many folks celebrate Thanksgiving with friends and family. And you know what friends and family often do? They ask you what you’re up to. Voila! You’ve just been given a great opportunity to talk about #GivingTuesday.
Thanksgiving week is a great time to lay the groundwork for your #GivingTuesday campaign. It gives your personal fundraisers the chance to enlist their friends and family in person. This makes the email they’ll send afterwards “warm” instead of cold. It gives accountability to people who said, “Yes, I’ll give to your campaign.” And, bonus, it gives your personal fundraisers something positive and meaningful to do instead of dodging political discussions.
Power Your #GivingTuesday Campaign With CauseVox
With peer-to-peer fundraising, you’ll bring your supporters opportunities for meaning and service this holiday season. You’ll supercharge Thanksgiving into a fundraising opportunity, and take the burden off your staff. You’ll get past the holiday stress and into people’s hearts. Not bad for one little day.
Here at CauseVox, we’ve seen that campaigns that use peer-to-peer fundraising tend to raise twice as much as those that don’t, and #GivingTuesday is no different.