September 15, 2017

Why #GivingTuesday 2017 is the year for peer-to-peer fundraising

#GivingTuesday takes place on November 28th this year and wise nonprofits are already planning strategies to leverage this massive day of giving. This year, six key factors are conspiring to make this the perfect year for peer-to-peer fundraising (the act of your supporters asking their own community for donations on your behalf) to be a powerful addition for your nonprofit’s strategy.

Here’s why:

1. #GivingTuesday has significant brand recognition

In the short span since the idea was hatched in 2012, #GivingTuesday has become the de facto start to the end-of-year giving season. This reality is driven not just by the recognition of the day within the nonprofit community but within society more generally. With more and more folks familiar with the idea of #GivingTuesday, it’s easier for your supporters to seek donations from their friends and family as part of that day.

2. Nonprofits need to broaden their reach on #GivingTuesday

It’s one thing to preach to the choir on #GivingTuesday. It’s quite another to add members to that choir. Most nonprofits have effective end-of-year appeals that activate existing supporters with or without #GivingTuesday. What they are hungry for is a way to broaden their supporter base. Peer-to-peer fundraising strategies around #GivingTuesday fit nicely into that goal.

3. Donor fatigue this end-of-year season puts a premium on social proof

There was a deluge in donations at the end of 2016. Many were in response to the results of the presidential election and, as we approach one year past that election, donor fatigue during this upcoming end-of-year giving season will likely be high. Leveraging your supporters to advocate on your behalf will be a powerful form of social proof that can help overcome potential donor malaise.

4. Nonprofits are starting #GivingTuesday appeals earlier

As the profile of #GivingTuesday has risen, nonprofits have responded by creating and executing plans earlier and earlier in the year. No longer are they simply tweeting a couple of times with the #GivingTuesday hashtag on the day itself and calling it good. This advanced planning is perfectly in line with the requirements for mobilizing existing supporters, allowing for the time needed to recruit and inform ambassadors for your cause.

5. Increased options and decreased cost for peer-to-peer platforms

Once the province of just a couple of providers charging significant fees, peer-to-peer fundraising platforms have grown in number and shrunk in cost, making them more accessible to nonprofits of various sizes and budgets.

6. Integrations with peer-to-peer platforms are better

Peer-to-peer fundraising solutions are about leveraging and expanding relationships. As such, they cry out for tight integrations with constituent relationship management (CRM) solutions like Salesforce. As peer-to-peer options have multiplied, they have also matured and added integrations with CRMs that multiple the effect of your supporters’ efforts while minimizing paper-pushing on your end.

With a little strategic planning, you can leverage peer-to-peer fundraising to meet not only your #GivingTuesday goals, but to reach new supporters and increase your year-end giving overall.

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Tim Forbes
Tim Forbes is VP of Products and Marketing at Soapbox Engage where he and his colleagues provide online engagement tools that help nonprofits raise more money and change the world. He is obscenely obsessed with nonprofit fundraising strategy, tricking out the Salesforce Nonprofit Success Pack, and his ridiculously cute one-year-old son, Lincoln.