In the age of GoFundMe, Kickstarter, and IndieGoGo, people donating to other people rather than organizations is more prevalent than ever. Your organization can embrace this trend of “getting by with a little help from my friends” by turning donors into fundraisers with encouragement, motivation, and the right technology.
During a session at the Bridge to Integrated Marketing and Fundraising Conference in National Harbor, Md., Caryn Stein, vice president of content and communications at Network for Good, Brandi Powell, director of development and community relations at Interfaith Works, and Mary Jo Bean, assistant director of development at Interfaith Works presented “The Secret to Turning Donors into Fundraisers.”
Some of the secrets they revealed were:
- People want to give to people. Donors were three times more likely to donate when asked by a friend or colleague. Donation dollars from peer to peer giving went up 70% from 2013 to 2014.
- Don’t wait for volunteers. Identify your most likely fundraisers, get their feedback, and offer a personal invitation to join your cause. By scripting the actions you want them to take, you show them how easy it can be and paint them a picture of the impact they’ll have.
- Give fundraisers the right tools. Easy setup, ability to embed personal stories, and easy donation check out make the process seamless.
- Remember that your campaign should evoke emotion and personal connection and tap into the power of social proof.
- Collect information on donors in order to expand your reach and establish further contact.
