Peer to Peer Fundraising Mistakes to Avoid

It’s easy to get excited about the opportunities that peer to peer fundraising present. This type of fundraising not only allows for substantial generation of new revenue for your organization but also helps extend brand awareness, which is something that was a lot harder before the advent of the Internet. Being enthused about peer to peer fundraising is important since a good douse of energy is needed for campaigns like this; however, how you execute will determine your success or failure.

Peer to peer fundraising has been around long enough to observe what works and what doesn’t. It can be helpful to learn from other’s mistakes, so here we look at some common errors with peer to peer fundraising campaigns and how you can avoid them.

Poor or no call-to-action

Every peer to peer fundraising campaign needs a call-to-action. You would think this is an obvious element but even when it’s present, it’s not always obvious. If you want to be successful, your calls to action, including “start fundraising” and “donate” need to be clearly visible on your peer to peer fundraising event pages.

Too much text

We all like to think that we have a great story to tell and maybe we do, but nothing tells a better story than visuals. Some peer to peer fundraising campaigns are heavy on the text, and it just doesn’t work. We live in a world where people are less likely to read and more apt to scan, so the better approach is to have a little bit of text and a picture, colourful infographic, or short video.

Not enough attention during campaign

When campaigns take off with a bang, it can give non-profits a false sense of success. It’s best to analyze data throughout the campaign, such as what actions are driving the best results and making adjustments accordingly; as well as continuing to guide the efforts of your supporters. Simply put, keeping a watchful eye on the campaign from start to finish is key.

Not very compelling

You want your audience to get as excited about your cause as you are, since that’s what will turn them into supporters. Unfortunately, some organizations have not been successful at telling a compelling story with branding and communications that tie in with their mission and impact.

You can avoid this mistake by weaving a story that explains the following: what problem your campaign solves, what difference one donation can make, and how people generally feel about your cause. National Multiple Sclerosis Society’s Bike MS is a good example. It includes a large bright banner of cyclists, has a caption that captures the goal “a world free of MS”, a few short lines about how much people enjoy the event, as well as a video that describes the event.

Lack of preparation

There is no doubt that peer to peer fundraising can be seamless and easy but this doesn’t mean that you can lay down a lot of groundwork and then stop working after the foundation is set.

Many people who are new to planning a peer to peer fundraising campaign find themselves scrambling to address last minute details that should have been dealt with months before. When you decide to go forward with a peer to peer fundraiser consider the following: your goals, your budget, what will attract donors, how many staff and volunteers you will need, whether you will need sponsors, who will sit on required committees, your target audience, and the different ways you will communicate with the audience. Creating an agenda or timetable to address all the planning elements is helpful.

It doesn’t matter if you have never run a peer to peer fundraising campaign or if you’ve run a dozen, avoiding these mistakes is crucial if you want to run a successful campaign!
 

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