This article was written by Ariel Glassman. She is no longer with Ostara, but we want to preserve this piece so that you can learn from her and from the work she did while part of the Ostara team.
Is your inbox like mine during GiveBIG: flooded? Every local organization I have ever shown the slightest interest in suddenly reappears like the Ghost of Giving Past with competing reasons to give BIG to their cause. It’s overwhelming, even as a professional who helps organizations create these very emails.
If I’m overwhelmed, imagine how your donors feel.
Now, envision opening your inbox on GiveBIG to find an email from your best friend, mother or colleague inviting you to support their favorite organization. I’m willing to bet you open that email first.
This is the magic of peer-to-peer (P2P) campaigns. They help your organization to cut through the email noise and reach a new network of supporters through your existing donors. People will become new donors because someone they trust is a donor and invites them to join.
GiveBIG 2019 includes a new P2P Campaign feature. This is a big commitment: you need to recruit people to be fundraisers and support them before the campaign, during pre-scheduled giving, and on the day of GiveBIG itself. But P2P campaigns are powerful forces for donor acquisition. Recent data shows that around 50% of donors to online P2P campaigns are new to that organization. So, for many organizations, they are worth the investment.
It’s not too late to decide that you’ll incorporate P2P giving in your GiveBIG campaign. You can check out the Peer-to-Peer Campaign page on GiveBIG 2019 for more details.
Ostara’s GiveBIG P2P Campaign Quick Start Guide:
Ask Yourself Whether You’re Ready for a P2P Campaign:
Do you have the staff capacity to simultaneously develop P2P-specific materials in parallel with your general GiveBIG campaign materials? Is there someone who can be the point person for your P2P participants?
Does your organization already have a solid base of volunteers? P2P campaigns rely on relationships you’ve built over time. Organizations with strong volunteer programs or participation are at an advantage.
Are your existing donors and volunteers generally comfortable with technology?
Do your donors and constituents actively engage with your social media accounts? Do your emails get opened regularly? A lively social presence takes time to build.
Develop a GiveBIG campaign plan tailored for the P2P campaign. This includes a timeline and suite of communications aimed at the group of P2P fundraisers you want to build, not your average GiveBIG donor.
Develop a P2P support toolkit. This resource can include messaging guidelines, resources, tips, images or graphics, and scripts or templates that P2P Fundraisers can use to easily make their fundraising page and outreach efforts while staying true to your brand and messaging.
Recruit P2P Fundraisers. Launch emails to secure commitments from your current supporters to be a P2P fundraiser for GiveBIG. Focus on your loyal donors and volunteers – those who have a long-time relationship with your organization, and/or have a history of consistent, consecutive annual support (especially via GiveBIG).
Ready, Set, Go! Once you have your peer-to-peer fundraisers signed up, you should activate them with strategically curated emails that deploy advice and strategies for successful P2P campaigns and content examples.
Schedule on your calendar to contact your P2P fundraisers about these action items:
Prior to April 18, to make sure their pages are complete
On April 22, prompt them to start their outreach when Early Giving launches on April 23
On May 6, remind them to send a “GiveBIG is tomorrow” message on May 7
Contact them twice during the day of GiveBIG itself to thank them and encourage them in their outreach efforts
GiveBIG 2019 could be your biggest year yet with new relationships and dollars from the P2P campaign. Don’t forget to think about your plan for after GiveBIG and how you will steward these new supporters to ensure their relationship with your organization grows, not just their relationship with their best friend or mother.