Peer-to-Peer Fundraiser Cultivation: How to Keep Participants Engaged All Year

Some of the most important and impactful work we can do as fundraisers has little to do with asking for money or recruiting event participants. It has everything to do with year-round peer-to-peer fundraiser cultivation — making participants feel valued regardless of how much money they raise or how many teammates they recruit.

Recruitment and fundraising are, of course, critical. But it’s equally important to cultivate relationships with participants year-round. When you consistently show them they matter, they’ll be more motivated and more willing to step up when it’s time to ask.

Here are a few simple, effective ways to cultivate those relationships outside of typical event touch points.

1. Mission Moments

Throughout the year, seize opportunities to show participants how their involvement makes a difference and how their fundraising dollars are used. Help them see themselves as partners in your mission, not just fundraisers for a single event. This deeper connection fosters loyalty and passion, which often leads to stronger fundraising performance and long-term commitment to your organization. Longtime participants, team captains and top fundraisers are ideal audiences for mission moments where they can see firsthand the impact of their support. 

2. Anniversaries

Most participants join your event because your cause has impacted them or someone they love. Learn their story, write it down and act on it. 

If someone participates because of a breast cancer diagnosis, note the date and send a thoughtful card on the anniversary each year. If they walk to remember a loved one, acknowledge the date of that individual’s passing. A heartfelt note becomes a welcome gesture on an otherwise difficult day, showing participants that their connection to the cause matters deeply to your organization. 

3. Just Because

Good stewardship means reaching out without an ask. Map out touch points throughout the year with your key participants just because. Invite a participant for coffee if you’re nearby. Email the supporter who loves visiting Ireland a link to an article about the country to let them know it made you think of them. Send a playful “Ted Lasso” card to your top fundraiser who’s a fan of the show. 

During the pandemic, I joined a virtual holiday social where participants shared ornaments. I brought a stick of butter ornament, and one participant loved it so much that it became a bonding experience between us. The following year, I mailed her that same ornament and later gave her a butter-shaped notepad at the next event. You can surprise and delight your participants in ways that have nothing to do with your event. These small, inexpensive and unexpected touches can mean a great deal. 

Build Your Year-Round Peer-to-Peer Cultivation Toolkit

One easy way to strengthen relationships with your supporters is to create a toolkit. Here are a few things I keep in mine. 

• Send notes. I love to have adorable notecards on hand for quick, heartfelt messages. Throughout the year, I can send a hug, some love or a little luck to participants. 
• Use event photos. I take pictures with participants at events and, later in the year, turn those photos into stationery. I write a note on the back and mail it to them as a personal reminder of our connection.
• Create event-specific stationery. Even if you don’t have a photo with the participant, print event photos to ensure you always have meaningful stationery on hand to remind participants of your connection.

More than material things, we need to regularly share our empathy, kindness and support so our participants feel the love. If we’re doing our jobs right, participants will become long-term supporters. Even if they eventually stop participating in events, we want them to know there are other ways to show up for the cause and be part of the organization. 

An engaged participant is far more likely to volunteer, join a board or become a loyal donor if they feel deeply connected. By showing up for them consistently, you ensure they carry your organization with them well beyond event day — strengthening the impact of year-round peer-to-peer fundraiser cultivation.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.