Now that you know how to retain your fundraisers, the next step is to steward your donors. Your overall goal for your peer-to-peer donors is to transform them into fundraisers for your campaigns!
After a donation is made, ideally you as a nonprofit will also thank the donor after the fundraiser has sent their thanks. Then you will continue contact with the donor, establishing a relationship that will lead to that donor becoming a new fundraiser.
How do you do that, you ask? Well we have the answer.
After a donation is made, we strongly suggest reaching out and thanking the donor. This is the perfect point to start building a relationship with this donor in the hopes that they will eventually become a new fundraiser.
Remember: your peer-to-peer donors are different than your donors going through your annual giving campaigns or membership campaigns, or just through holiday appeals.
Their gift most likely was the product of impulse philanthropy; they were driven by an emotional appeal from someone they know but this doesn’t mean they can’t become your newest advocate. Here’s how to make that happen!
- Directly ask these new donors to stay involved with your organization and fundraise. Do not communicate with your peer-to-peer donors using the same messaging you use with your direct constituent base. Treat this network of peer-to-peer donors with sensitivity and know that these donors might not know very much about your organization.
- Guide these donors to learn more about your nonprofit’s mission. Remind them of how they were connected to you. If possible, personalize your thank-you messages to them to add in more information. For example, you could write in their gift acknowledgement email: thanks for donating to Sarah’s fundraising page on everydayhero – we would love to tell you more about our mission, and how much impact your donation has made.
- Think of these donors as ones you need to educate from start to finish. They do not necessarily know what you do or what your mission is so make sure that you educate them about your nonprofit’s mission and purpose. Your stewardship of these donors can lead to these new constituents becoming involved in your organization as a volunteer or a major donor.
Think of these donors as ones you need to educate from start to finish. They do not necessarily know what you do or what your mission is so make sure that you educate them about your nonprofit’s mission and purpose. Your stewardship of these donors can lead to these new constituents becoming involved in your organization as a volunteer or a major donor.
With some stewardship and guidance, you might just find yourself with some new star fundraisers in the near future!