E-mail is a great tool for motivating your supporters to raise money and become active ambassadors for your cause.
But many peer-to-peer campaigns struggle to use e-mail effectively.
Mandy O’Neill, chief strategist and founder of ConnectedNonprofit, says peer-to-peer fundraisers should use the following e-mail marketing tactics to get their participants to take action:
Set an Example: Your first call-to-action should be to the individual, prompting them to “set an example” by making a self-donation. This crucial step shows that she is putting her money where her mouth is and signals to her peers that she is devoted to your cause.
Engage Them Early: Participants who get their first donation within 30 days after registering for your event are much more likely to hit their fundraising goals. As a result, it’s important not to wait to send them prompts to ask their friends and family.
Offer an Incentive: To generate momentum, offer a fast-start incentive — such as a specially-branded piece of gear or access to an exclusive event — for reaching certain fundraising thresholds. The key is to make sure you add a sense of urgency to the incentive, such as a deadline or by limiting the number of people who qualify.
Get Them on a Team: Lone wolves don’t raise as much money as those who are part of a pack. Encourage them to form or join teams to get them more engaged.
Offer a Match: Donors are often motivated by matching gifts. If you’re working with sponsors, consider asking them to offer a matching gift up to a certain threshold. That match can be an especially useful as they ask their friends to contribute.
Make Them Socially Accountable: Have your participants announce on Facebook, Twitter, Instagram, Periscope, or another social network that they are “in” and looking for support.
For more advice for getting more out of your peer-to-peer fundraising program, download The Essential Guide to Peer-to-Peer Fundraising — a free resource that will help you learn how to:
- Create the campaign that’s right for your organization
- Recruit and retain fundraisers
- Build and support fundraising teams
- Encourage your participants to raise more money
- Stage a world-class event