10 Principles for Successful Peer-to-Peer Fundraising, Part 1
In order to further understand your donors, create an empathy map, asking:
- What do supporters think/feel?
- What do supporters see?
- What do supporters listen to?
- What do supporters say/do?
- What is the supporter's pain?
- What is the supporter's gain?
Once you've gathered all that data, then validate your personas and empathy maps by testing them with real data. Conduct expert interviews, focus groups, online surveys and donor-behavior data studies to develop a better understanding of your supporters.
3. Define roles and responsibilities
There are three main roles within every peer-to-peer fundraising campaign:
- Communications. Produce content and messaging. Coach and motivate fundraisers.
- Accounting. Manage donation data. Produce reports and receipts.
- Technology. Select and integrate the appropriate tools. Set up and maintain the technology.
It's vital to define who does what for each role, and every aspect must work in tandem. Fundraising does not work in silos, so communications, accounting and technology must be integrated to get the most out of your peer-to-peer fundraising campaign.
4. Craft a compelling campaign story
Good stories are compelling, so naturally you should use the COMPEL framework to tell yours:
- Clear/concise. Be focused in your message and requested action.
- One idea. Distill your program and mission into one idea.
- Metrics. Appeal to the quantitative types through numbers.
- Personal. Help the audience connect to you. Leverage your supporters.
- Emotive. Show your passion to move your audience.
- Latch. Used mixed media to hook people in.
Clear/concise: Restore's vision is to open New York City's first housing option ("safe house") to provide holistic long-term aftercare. The house will give sex-trafficking survivors both long-term housing and a stable, secure environment to recover and transition to a healthy and sustainable life.
Metrics: Every dollar of this campaign will go toward obtaining and maintaining a safe house for international victims of sex trafficking. Our goal is to raise $50,000 and an anonymous donor has pledged to match dollar for dollar.