Peer To Peer and Crowdfunding
DIY Fundraising Reaches a Tipping Point
DIY or personal event fundraising is not new, but we think it is making its way through the five steps of the “Diffusion of Innovations” model. 2016 will be the year that the early adopters no longer have an advantage from launching these programs as the early majority launch programs of their own, enticed by the growing revenue in this area of peer-to-peer fundraising. That means organizations will need to get smarter about branding and marketing these programs. The days of “set it and forget it” for DIY fundraising are over.
—Jett Winders, vice president of strategic services, Charity Dynamics
The Social Growth of P2P
Peer-to-peer fundraising is still a viable source of revenue and has the potential to grow bigger. We are finding this out because of social networks like Facebook, Twitter and Instagram—it’s making it much easier for the fundraiser to reach broader audiences. With options like sharing a post, we are seeing people who are reached outside of their networks and seeing their fundraising goals achieved much quicker. The days of calling Grandma to support your efforts or collecting donations outside of a grocery store are no longer the main ways to execute peer-to-peer fundraising. However, community fundraisers geared toward children, such as lemonade stands and bake sales, are still just as good as they were years ago. It’s refreshing to know that kids today continue to be inspired to help and make others feel good.
—Troy Reinhart, vice president of development, Smile Train
Expanding Avenues
This is the walk-a-thon on steroids, and no fundraising operation seems to be complete without giving its donors ways to raise money from their peers. Nonprofits are finding new and creative ways to offer people this opportunity—birthdays, weddings, anniversaries—and it seems the sky is the limit. This is not a new fundraising approach by any means, but as a result of social networking, it is really ramping up. Why it matters? Because it’s a small world out there, and if nonprofit A isn’t asking its donors to do it on its behalf, the same donor will be asked to do it for nonprofit B.
—Tiffany Neill, CFRE, partner; and Amy Sukol, CFRE, executive vice president, Lautman Maska Neill & Company
“Uber-All” Fundraising
Futurists believe we are just about to enter the “Uber-All” economy—the on-demand, channel agnostic economy that leads to the creation of the “prosumer” (one who simultaneously produces and consumes a product). In 2016, donors will begin to embrace the Uber-All economy and apply it to fundraising. Charities that will benefit from this shift in thinking will be those that give their supporters the tools and assistance to raise money in unique and personal ways. Key to making Uber-All fundraising a success is ensuring that the charity gives affirmation and acknowledgement to the fundraiser.
—Adam Ruff, chief digital strategist, The Harrington Agency
