How do you leverage peer-to-peer and network-based fundraising in your prospect research?

1 What is peer-to-peer and network-based fundraising?

Peer-to-peer and network-based fundraising are forms of social fundraising, where individuals or groups solicit donations from their own networks on behalf of a nonprofit organization. Peer-to-peer fundraising typically involves creating personal fundraising pages or participating in events or challenges, such as marathons, bike rides, or walks. Network-based fundraising involves creating or joining a community of fundraisers, such as a giving circle, a board, or a committee, that pools their resources and decides how to allocate them to different nonprofits or causes.

2 Why is prospect research important for peer-to-peer and network-based fundraising?

Prospect research is the process of gathering and analyzing information about your current and potential donors, such as their wealth, capacity, affinity, interests, and giving history. Prospect research can help you identify and segment your peer-to-peer and network-based fundraisers based on their potential to raise funds, recruit others, and become long-term donors. It can also help you tailor your communication, stewardship, and recognition strategies to match their preferences, motivations, and expectations.

3 How do you find peer-to-peer and network-based fundraisers?

One of the most effective ways to find peer-to-peer and network-based fundraisers is to look at your existing donors and supporters. You can use prospect research tools and techniques to analyze their giving patterns, social media activity, engagement levels, and connections to other donors or influencers. You can also use surveys, feedback forms, or interviews to ask them about their interest and willingness to participate in peer-to-peer or network-based fundraising campaigns. Additionally, you can use referrals, testimonials, or incentives to encourage your current fundraisers to recruit their friends, family, or colleagues to join them.

4 How do you segment peer-to-peer and network-based fundraisers?

When identifying your peer-to-peer and network-based fundraisers, you can segment them into different groups based on their involvement, type of campaign, fundraising style, goal, and donor profile. For instance, you can determine whether they are casual, occasional, or frequent fundraisers; running an individual or team campaign; more comfortable with online or offline fundraising; aiming to raise a certain amount of money; and targeting certain demographics. Segmenting your peer-to-peer and network-based fundraisers can help you create more personalized and relevant messages, appeals, and support for each group.

5 How do you cultivate peer-to-peer and network-based fundraisers?

Cultivating your peer-to-peer and network-based fundraisers means building and maintaining strong relationships with them, and helping them succeed in their fundraising efforts. Prospect research can help you understand their needs, challenges, and preferences, so that you can provide them with the appropriate tools, resources, and guidance. To cultivate your fundraisers, you should give them clear and compelling information about your mission, vision, and impact; offer them a variety of platforms to create and manage their campaigns; offer training, coaching, mentoring, or peer support; recognize and reward their achievements; invite them to join events or webinars; and ask for feedback or suggestions.

6 How do you convert peer-to-peer and network-based fundraisers into long-term donors?

Converting your peer-to-peer and network-based fundraisers into long-term donors requires retaining and nurturing them beyond their fundraising campaigns, and inspiring them to continue supporting your cause. You can use prospect research to identify the most loyal, engaged, and influential fundraisers, and create a donor journey that matches their interests, values, and expectations. To convert these fundraisers into long-term donors, you should follow up with them after their campaigns to show them the impact of their donations with impact reports, stories, or videos. Additionally, segment them by their giving capacity, affinity, and potential to create customized cultivation and solicitation strategies for each segment. Invite them to join donor clubs, societies, or circles where they can enjoy exclusive benefits or recognition. Encourage them to become recurring or monthly donors or join your planned giving or legacy programs. Ask them to become ambassadors, advocates, or volunteers for your cause and spread the word about your work to their networks. Peer-to-peer and network-based fundraising are not only effective ways to raise funds but also to build lasting relationships with your donors. By leveraging their social capital and influence through prospect research you can create more engaging and rewarding fundraising experiences for them that will turn them into passionate supporters of your cause.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?