Where Do You Go From Here? Improving Your Peer-to-Peer Fundraising Program

You’ve recently finished your nonprofit’s peer-to-peer fundraising campaign, so now what’s next? It makes perfect sense that you want to elevate your nonprofit’s peer-to-peer fundraising results for next year. Where do you begin with evaluating and improving upon this year’s campaign?

It may seem overwhelming when deciding what to measure – there are many different components that go into a peer-to-peer fundraising campaign! We have a few thoughts and ideas on where to begin in order to reach the next level of success in peer-to-peer fundraising for your fundraisers, your donors, and your organization.

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In the first four webinars of our 6-part Impactful Insights webinar series, we discussed the topics of social media, incentives, showcasing impact through data, and recruiting millennials.

We talked about a number of actions to take within those topics, like choosing the most suitable social media channels for your nonprofit and rallying your team captains.

Of all these topics and action items, there are several components to measure. Analyzing these components provides insights for both subtle adjustments and large changes you can make to yield more success and growth in your program.

Components of your peer-to-peer program include:

-Open rates on emails

-Likes, shares, and comments on social media channels

-How many people attend your kickoff event

-How many people you recruit throughout the event

-Total amount raised

-Average amount raised per fundraiser

-Number of inactive ($0) fundraisers vs. active fundraisers

-Number of donors acquired throughout campaign

-Survey responses and feedback

Amount raised and donors acquired are both key metrics to measure year over year, but they’re not the only ones to take into consideration. Social media statistics, email metrics, and fundraiser survey effectiveness are all components to improve upon for your next campaign.

You can quantify how many people liked each post on Facebook, or how many times you were retweeted on Twitter. Did a particular photo or graphic get retweeted more than others? Take note of both small and large successes and make sure to write down what worked best.

Was it successful to have your campaign kickoff event on a Wednesday night? Did people have scheduling conflicts when you held a training run on Saturday afternoon? Keep track of how many people attended; next year, you can determine whether it was more successful to have your recruiting events on a Wednesday than on a Saturday.

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It takes time to evaluate and decide what to improve upon, but the positive results of this practice may astound you. Once you have finished this process, it’s time to start setting goals for your next campaign. We can’t wait to see what you achieve!

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