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Fundraising, Storytelling — August 7, 2014 at 3:56 pm

4 Questions to Ask When Planning a Peer-to-Peer Fundraising Campaign

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Peer to Peer fundraising campaigns are continuing to grow and become a nice addition to a charity’s fundraising strategy and mix. And while it’s relatively easy to set up a peer to peer fundraising campaign in terms of tools and get some benefit from them, spending some time planning and preparing for your campaign can be key to getting even more benefit out of the strategy. So, with that in mind, here are 4 questions to ask when planning a peer to peer fundraising campaign.

1. What Are You Asking People To Do?

This is the direct call to action you want to ask people like “Create your own fundraising page and raise $500” or “Register today and raise $250 to enter the race.” This is generally pretty easy to come up with but relates to #3 below if you want it to be more tangible. If you have no idea how much to ask people to fundraise, $250 is on the low end and $1,000 on the higher end so we generally suggest $500 as a standard target.

2. For How Long?

Okay, they are going to raise $500 but over what time period? Is it for the year? In the next 30 days? Before a certain end date? Providing people enough time to set up a page, ask friends and take in donations is key but you don’t want to leave too much time where they feel they can always do it later. Generally you’re going to want to give people a good 30 days to reach their goal and going over 60 days can be tough as engagement can drop off. If you have a campaign running and peer to peer is one way people can engage then using the end date of the campaign can be useful as well.

3. To Do What?

This is where that $500 goal can become more tangible. What will their fundraising efforts do? Can you be specific with the $500 in terms of the project or area it will help? What about the exact $500 itself in terms of impact? This is one of the things charity: water and their September campaign does very well in that it makes the fundraising goal tied to the overall campaign focus while having more concrete and smaller goals. Even if the best you can do is a project or an area use that. It gives you motivation for recruiting peer to peer fundraisers for your cause and then they are re-telling that story to their networks, who may also be motivated by the tangible impact and clarity around where the money will go.

4. How Do They Do It?

Do they just create a fundraising page and ask their friends and family? Are they running a race, participating in a bike ride or another activity? Are they giving up a birthday or special event? “How do I get started” is one of the most common question asked by wannabe peer fundraisers so giving them some ideas and examples from the get go can really help get them started raising funds for you. I’m not a fan of totally open peer fundraising campaigns (do anything you want) but only having ONE thing can also be limiting so prefer a “focused autonomy” concept where you give one or two concrete ideas but always leave it open for people to get creative with their own fundraiser.

So…

If you answer these four questions you end up with a proposition that is both clear, appealing and actionable for supporters.  Here are some examples from real campaigns and what this statement looks like for them:

charity: water September

Raise $450 to provide clean water for entire family in India by creating a fundraising page in the month of September.

Dalit Freedom Network “For Freedom”

Raise $300 before May 1st to provide education for two Dalit children in India for a year by doing something For Freedom.

Change Heroes

Raise $10,000 over 3 months to build a school for 1,000 kids in Uganda by getting 33 friends to give up a coffee a day.

I hope that helps as you consider planning your next peer to peer fundraising campaign. There’s a handy little infographic below with some steps and tips as well as these four questions for you to save, keep and share away.

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