www.causevox.com

ULT IM AT E G UID E T O

PEER-TO-PEERFUNDRAISING

ABOUT CAUSEVOX CauseVox is a crowdfunding and peer-to-peer fundraising platform for nonprofits and social good projects.

Contents

Introduction to Peer-to-Peer Fundraising 3

3 Types of Peer-to-Peer Fundraising 6

Developing a Peer-to-Peer Fundraising Concept 9

Setting Up Peer-to-Peer Fundraising Pages 15

Communications & Fundraising Strategy 19

Coaching Peer-to-Peer Fundraisers 24

Peer-to-Peer Fundraising on CauseVox 28

Introduction to Peer-to-Peer Fundraising

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Peer-to-peer fundraising may seem like a new concept, but some form of it has been around

for years. Generations of school kids have sold chocolate and gift-wrap, retail shoppers have long been dropping change into a jar to help local cancer patients, and communities have hosted fairs, festivals, and events for hundreds of years to raise money to preserve an important institution in their town.

In 2013, people raised $5.1B through crowdfunding around the world. And within the nonprofit world, peer-to-peer fundraising grew by 60% from the year before. Wow!

Only a few years ago, peer-to-peer fundraising, or personal fundraising, was better known as “friendraising.” Organizations use it to leverage their supporters to fundraise on their behalf, but indeed, it’s also about friends raising money for each other to support their chosen cause.

Yet it’s the advance of technology through online donation platforms and social media that has made peer-to-peer fundraising easier and more accessible than ever, and nonprofits are making it a key component of their overall fundraising strategies.

Peer-to-peer fundraising is at the heart of what we do here at CauseVox, and we succeed if you succeed. In this eBook, we’ll explore the ins and outs of personal and team fundraising, from setting up a campaign, creating a communications plan, coaching your fundraisers, and more.

FRIENDS FUNDRAISER NONPROFIT

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So why is peer-to-peer fundraising so beneficial to nonprofits? We like to use the three Rs:

Relationships. Traditional fundraising requires significant investments of time, money, and effort by nonprofit staff. Best practices follow a more drawn out communications plan and timeline. But peer-to-peer fundraising exponentially grows your audience in much less time by tapping into your current supporters’ respective networks and relationships.

Resources. Nonprofits generally feel more constraints on their time, budget, and staff. Peer-to-peer fundraising removes some of that burden as your army of supporters takes on the heavy lifting, spreading your message far and wide in creative and personal ways. Now you can focus on other elements like partnerships, content, or events.

Reach. When your tribe of advocates champion your cause and raise funds, they’ll start with their family, friends, and colleagues. Your story and mission will then spread to the next level and the next, reaching new audiences in one of the most effective and enduring forms of marketing—word of mouth.

PEER-TO-PEER FUNDRAISING & YOUR NONPROFIT

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T here are many approaches to peer-to-peer fundraising. Popular nonprofit

campaigns revolve around birthday fundraisers, races and walks with a charitable partner, or a seasonal or holiday tie-in.

Here are the three most common types of peer-to-peer fundraising implemented by nonprofits:

CAMPAIGNS Campaigns run for a fixed period of time and have an overall fundraising or impact goal. Fundraisers participate by setting a

personal fundraising goal towards the overall goal. For example, the Sierra Club raised $10,000 on CauseVox to save Blue

Whales in Canada.

PERSONAL This type of peer-to-peer fundraiser

focuses on milestones, individual commitments or goals, or supporting

someone in need. For example, a group of friends called Team

Christian raised $27,000 on CauseVox for physical

therapy sessions.

ACTIVITY This type centers on

events such as marathons or walkathons that encourage physical participation and

team fundraising. For example, the Prostate

Cancer Foundation uses CauseVox to power their athletic-based fundraising events.

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IS PEER-TO-PEER FUNDRAISING RIGHT FOR YOU?

Now that you know the benefits of peer-to-peer fundraising for nonprofits and some typical approaches to using it, it’s time to determine if your nonprofit should actually use it as part of your strategy.

Just like anything else, peer-to-peer fundraising doesn’t work for everyone. Some nonprofits choose to have ongoing peer-to-peer fundraising campaigns that just continually raise funds in the background to other activities, but CauseVox recommends making a strategic decision based on your current goals, needs, and resources – go big or go home, right?

FIRST, SOME QUESTIONS: ω Do you or does your nonprofit have a particularly

unique story element that would resonate through a peer-to-peer fundraising campaign?

ω Do you need to raise a large amount of funds in a short amount of time?

ω Is there a strong tie-in to an event, holiday, crisis, or current news/pop culture that would benefit from a peer-to-peer fundraising campaign?

ω Are you looking to grow your community in new ways?

ω Is your audience more inclined to be ambassadors for your cause?

If the answers to most or all of these questions is a resounding YES, then it sounds like a peer-to-peer fundraising campaign could be a great fit for your cause. Keep in mind that your answers may change throughout the year depending on your focus and priorities, so be sure to review these questions each time you’re planning a fundraising campaign.

You may find that you only need one “yes” answer to push you to move forward, especially when you’re responding to a crisis or urgent need. Sometimes, those are the best opportunities for peer-to-peer fundraising – so go with your gut!

Developing a Peer-to-Peer Fundraising Concept

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Once you’ve decided to plan a peer-to-peer fundraising campaign, now it’s time to pick one of the paths we discussed earlier: a campaign with specific goals

and guidelines, an activity or event, or the personal approach with a focus on individual projects.

We’re going to break this down a bit further, and outline the steps to take for each of these approaches.

CAMPAIGN STYLEA campaign-style peer-to-peer fundraising appeal is most similar to a general crowdfunding campaign – but now you’re adding in the element of your own community raising money from others to help reach a common goal.

It’s like each person in your community is starting their own

crowdfunding campaign for you! This is where Relationships, Reach, and Resources come into play – you will benefit from these additional layers of connection and capacity – immediately, and long-term.

Let’s get started! Here are the main elements you need to create your campaign:

FUNDRAISING GOALHow much money do

you need to raise?

TIMELINEHow long will the

campaign last?

COMMUNICATIONSWhat's

the story?

CAMPAIGN THEME/IMPACT GOALWhat outcome are you

trying to achieve?

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Remember, this style of peer-to-peer fundraising depends on a central message, goal, and cause as a rallying point for your supporters. Simpler is better, especially when working with an urgent call-to-action with tight deadlines and a lot of money to raise. On CauseVox, the average campaign raises $12,000.

Take a look at an example campaign and how these components break out:

CAMPAIGN THEME/IMPACT GOAL

The Main Street Library will be closed if the town doesn’t raise enough funds to maintain it for the rest of the year. Raise enough money to keep it open for six months until the next round of city planning.

FUNDRAISING GOAL

$200,000. The cost covers purchasing new books, maintaining current ones, paying library staff, computer & IT equipment, and more.

TIMELINE Two months to raise the funds to prevent the library from closing.

COMMUNICATIONSFeature children who frequent the library and long-time members. Share stories of how the library has impacted people over the years.

PEER-TO-PEER FUNDRAISING

ELEMENT

School classrooms can create fundraising teams, and library members can reach out to their friends and family to support something they love.

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PERSONAL STYLEAs we noted in the beginning, people have been fundraising for personal causes and efforts for years – and online crowdfunding platforms have made it easier than ever to raise money from friends, family, and even strangers for something that has special meaning to an individual. Recent data on CauseVox shows that individuals raise an average of $534 on their personal fundraising pages.

At CauseVox, we know that it’s not just nonprofit organizations that need a place to organize – individuals also want a tool to help create and spread their story, collect money all in one place, and provide updates to their network. We are more than happy to help you set up a peer-to-peer fundraising campaign whatever your needs – whether it’s to help pay for medical expenses, to establish a memorial fund, or to support an important activity or goal for your favorite charity.

The basic elements of a personal peer-to-peer fundraiser are the same as before: you need an overall campaign theme or impact goal, a fundraising goal, a timeline (which may be ongoing), and a compelling story.

So what’s the main difference? It’s uniquely personal, and this is where messages and communications are key. This is your chance to share why you’re doing this, and why it’s important to you.

Here’s an example that would use a personal approach:

CAMPAIGN THEME/IMPACT GOAL

Sarah and her dad always planned to bike across the country together. But when Sarah’s dad got cancer and couldn’t make the trip, Sarah decides to do it on her own anyway. She needs help to make it happen.

FUNDRAISING GOAL

$8,000. The cost covers bike gear and maintenance tools, money for hostels and food, and emergency funds.

TIMELINESarah starts her trip in one month. The campaign will run through her three-week trek across the country.

COMMUNICATIONSThe message is simple: a girl doing what she and her dad always planned to do together. Help her get there.

PEER-TO-PEER FUNDRAISING

ELEMENT

Sarah’s friends and family are the perfect audience, and they can also ask their own friends to help.

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The activity or event-based peer- to-peer fundraising campaign is one of the most popular fundraisers these days, and it is the most suitable for creating more of a community through teams.

Many of the big health organizations like Juvenile Diabetes, American Cancer Society, the Leukemia and Lymphoma Society are well known for their major walk and ride events, which turn peer-to-peer fundraising into a full-blown experience for their supporters.

Again, the basic elements remain the same: there is a campaign theme and impact goal, a fundraising goal, a timeline, and a compelling story. There are a few more nuances with this style of peer-to-peer fundraising though, and some additional elements.

ACTIVITY & EVENT STYLE

Impact Goal. For many activity or event-based nonprofit fundraisers, the impact goal is less defined. So instead of being able to correlate dollars raised with tangible objects or actions, the money may go towards things like research, operational funds, or other “unrestricted” programming.

Fundraising Goal. Many orgs set minimum personal and/or team fundraising goals to participate in the activity or event. Consider doing this if you want to cultivate a committed group of supporters that will go all out for your cause.

The Story. While these types of fundraisers focus on a general message, individuals and teams are encouraged to create their own story and connection to the cause, which increases their rate of success.

Activity or Event. This is the heart of the fundraiser, and orgs should prepare adequate staff, resources, communications, budget, and planning. Ideally, you will have a separate set of goals and tactics as it relates to the activity or event itself, but it should be integrated with the fundraising strategy for a cohesive campaign.

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Generally speaking, most nonprofit peer-to-peer fundraising ideas will fit into one of the three approaches we have outlined above. But don’t feel like you have to stick to what’s already been done – be creative and create a peer-to-peer fundraising campaign that resonates with your audience, matches your organizational or personal goals, and helps to strengthen your relationship with your donors.

Here’s an example that would use an activity/event approach:

CAMPAIGN THEME/IMPACT GOAL

A city food bank is hosting a huge cook-off at the park to prepare thousands of meals for needy families and shelters.

FUNDRAISING GOAL

Overall: $250,000 / Team: $2,500 / Individual: $250 - The cost covers cooking equipment, ingredients, meal delivery, and other setup for the cook-off.

TIMELINE Three months until the cook-off.

COMMUNICATIONS

Stories about the different roles food plays in our lives, gathering and celebrating over food, nutrition and health, collecting and sharing recipes.

PEER-TO-PEER FUNDRAISING

ELEMENT

Local restaurants, food businesses, and families can create teams, and individuals volunteering to cook also could raise funds for their recipe ingredients.

Setting Up Peer-to-Peer Fundraising Pages

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Now that we’ve discussed the different types of peer-to-peer fundraisers, we want to break down the elements of setting up personal and team pages. We

recognize that when you empower your supporters to raise funds on your behalf, some of the messaging and the approach will change.

But at CauseVox, we know that maintaining a strong brand identity is important for nonprofits looking to maximize their reach while telling a strong story – and having the right tools to do so is a fundamental element of our crowdfunding dashboard and site setup.

Let’s outline the features for your crowdfunding campaign site, and how to set up personal and team pages.

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CROWDFUNDING CAMPAIGN SITE ELEMENTSThrough the CauseVox Administrative Dashboard,

you can set up your crowdfunding campaign site

so that it matches your nonprofit’s look and feel, or

to your personal tastes. We provide the following

features to get you going:

Site Editor: Customize with your logo, colors, and design.

Fundraising Settings: Create fundraising goals, donation tiers, a timeline, impact metrics.

Content & Media: Tell your story through text, photos, or video.

Custom URL: Host your site at CauseVox.com or on your own domain.

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PERSONAL AND TEAM PAGESOnce you’ve set up your base crowdfunding site, now you can create campaigns within that and enable personal and team fundraising pages. Again, because we know that peer-to-peer fundraising is all about personal connection, your supporters have the ability to customize their pages and tell the story that will make the most impact, and help them – and you – to reach your goals.

Here’s what’s included:

Registration. Fundraisers can create an account as an individual, and join a team, right from your nonprofit’s main crowdfunding site.

Management & Reporting. Personal and team fundraisers manage their own campaigns and pages, so organizations can focus on coaching and storytelling.

Storytelling. Individual and team pages have their own blogs so they can make updates and truly tell their own story in their own voice, but your nonprofit can pre-populate content to get them started.

Page Creation. Step-by-step directions guide the entire process for an easy setup!

Social Media Integration. Your fundraisers can spread the message far and wide via their online networks, growing your audience and your brand.

The elements above are just a starting point to setting up peer-to-peer fundraising campaign pages. But it’s your chance – as a nonprofit, and as an individual – to make the experience unique, inspiring, and impactful. Consider all tools and resources available and make the most of it to create a successful campaign.

Communications & Fundraising Strategy

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You’ve decided on the basis for your crowdfunding campaign, and

you’re ready to unleash your fundraisers – but wait, have you come up with a communications plan and fundraising strategy? Unless you’re raising funds for an emergency or crisis with a very short timeline, we recommend that you make decisions around how and what you’ll use to get out the word, and your overall approach to meeting your fundraising goal – before you pass go.

Even if your fundraisers are doing a lot of the heavy lifting, it will help them (and you) to have a rallying point. That could mean one overall fundraising goal, one personal story, or an event or activity (see the three paths to peer-to-peer fundraising, earlier in this guide).

STORY AND MESSAGINGNo matter which path of peer-to-peer fundraising crowdfunding you take – campaign style, personal, or event – everything should be based on one theme and story arc. This way, your fundraisers can take that story and expand upon it and personalize it to fit their networks, and yet they don’t have to start from scratch. There’s a reason they want to support your cause in the first place, right? That’s where your messaging comes into play.

Here’s an example of how this might work:

Your message. Alzheimer’s is a devastating disease. Help us raise $1M to support research and care.

Team message. Twin Oaks Senior Living wants to establish a new memory preservation program. Help them raise $100,000 to get it started this year.

Personal message. Sarah’s grandmother was recently diagnosed with Alzheimer’s. She wants to raise money to help fund a documentary she’s creating about living with the disease. She needs $5,000.

Within your selected story, there are many options these days of how to tell it. You can use photos, video, podcasts,

first person perspectives, and more. You can use social networks, blogs, emails, the media, and so on.

As an organization, or as a personal fundraiser, it’s important to consider your goals, your network, and the ask itself to help determine the best medium for telling your story and communicating with potential donors.

Here are a few CauseVox guides and best practices to help you craft your message and share your story:

What’s the Best Way to Tell Your Story?

Hollywood Storylines for Nonprofit Fundraising

Nonprofit Storytelling for Online Fundraising

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MAKING THE ASKSo you have a great story, but how exactly will your organization and your fundraisers make their appeal? Is your ask urgent? Is it tied to a tangible impact metric or does it fund research and operations?

Crafting a fundraising appeal is tough, we know. It can make or break a crowdfunding campaign, based on the tone, the timing, the words, and the goal itself. Here are some of CauseVox’s best practices:

Be direct and honest. Don’t disguise your ask or use vague language. Ask for what you need, as simply as possible.

Be personal. Think of how you would ask for help from a friend or family member. Use this language and tone with your audience, and they will use it with their networks.

Educate. Don’t assume that everyone knows about your cause or your needs. But don’t talk down to people either. Strike a balance of sharing knowledge without being a know-it-all or boring.

Specify impact. When possible, tie a fundraising ask to a measure of outcome. It must seem achievable and relatable.

Don’t force it. Avoid creating fake matching campaigns or a false sense of urgency. If you need more substance, use your storytelling skills.

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CASE STUDY: PROJECT RENEWALFor the 2013 holiday season, New York City-based Project Renewal decided to experiment with peer-to-peer fundraising for the first time to raise money for Giving Tuesday.

Going beyond foundation and corporate grants to use social media and dive into the crowdfunding space was a big risk for this nonprofit that works to provide homes, jobs, and health services for the homeless. Here was their approach:

FUNDRAISING GOAL: $50,000. Aspirational, but not impossible.

TIMELINE: The deadline coincided with Giving Tuesday and relied on a sense of urgency with winter coming on fast.

MATCHING GIFT: A 100% match from Project Renewal’s board created momentum and doubled the impact.

IMPACT METRICS: Project Renewal used figures from the U.S. Department of Health and Human Services to outline what one day of giving could provide.

COLLABORATION: Team fundraising contributed significant donations to the campaign, with a little healthy competition, too.

STRATEGIC STORYTELLING: The nonprofit planned their email communications strategy two months in advance to include A/B testing and the best client stories that would drive donations and shares.

CAST A WIDE NET: On Giving Tuesday, Project Renewal staff contacted their personal networks to supplement partner, media, and influencer outreach.

So how did they do? Project Renewal ultimately raised more than $77,000 on Giving Tuesday, surpassing their fundraising goal for a successful first foray into peer-to-peer fundraising. Read the whole story here.

Nonprofits are continually testing fundraising tactics, and if you have capacity, you should experiment with different types of asks. For more help in creating a fundraising ask, see our resources on CauseVox.com:

10 Persuasive Tips for Writing Fundraising Appeals

How to Write a Call-to-Action for Your Fundraising Campaign

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MARKETING & PUBLICITYIn addition to communicating to your network about your campaign, nonprofits can use marketing and publicity to spread the word and drive donations. And of course, individuals and teams can do their own publicity to boost their results.

Try the following:

NONPROFIT TACTICS

INDIVIDUALS & TEAM TACTICS

ω Work with partners

ω Contact major and local media

ω Email your list

ω Use celebrity champions

ω Social media

ω Ask community groups, schools, employers

ω Contact local media

ω Email family & friends

ω Find a local champion

ω Post on social networks

One of the great things about individual and team fundraising is that there’s an inherent personal story that

makes it easier to publicize your efforts and keep things unique. The combination of a nonprofit’s resources and those of your fundraisers can lead to exponential audience growth and a significant increase in awareness, and ultimately, donations.

Although the ultimate goal is to raise money, your marketing and communications should go beyond that. It’s an opportunity to educate people about your cause, to share relevant data and updates, highlight partners and champions, and feature someone who has been impacted by your work.

Your peer-to-peer fundraising campaign communications will be stronger if you use different mediums, tell stories from various perspectives, and leverage your fundraisers to provide material and then share it. Consider options such as:

ω Video testimonials from donors

ω Photo slideshow of a day in the life of someone your campaign will help

ω Handwritten letters of thanks

ω Guest blog series from fundraising team captains

Coaching Peer-to-Peer Fundraisers

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A huge part of executing a peer-to-peer fundraising

campaign is working with the individuals and teams supporting your cause. Nonprofits shouldn’t launch a fundraising campaign and then ignore the people raising money on their behalf – it’s about cultivating relationships, coaching them to succeed, and giving them the resources they need to tell their and your story.

RELATIONSHIP-BUILDINGWhen people sign up to fundraise for a cause, they’re making a commitment that goes beyond a one-time donation. They’re going to be spending time, resources, and money for several weeks or months, and they need your guidance. This is an opportunity for nonprofits to strengthen relationships with these super activists, and help them advance along the engagement ladder.

So, how do we do that? Think of a teacher working with a student, a coach with an athlete, or a mentor with a mentee. You build trust, you share knowledge, you guide, and you show support.

Make time for your fundraisers. Create opportunities for them to ask questions and get answers, and receive customer support.

Give them the whole story. To be most effective, your fundraisers need full context around your mission, goals, and impact metrics.

Put yourself in their shoes. If you were the one raising funds for a cause, what would you need to do a good job?

Be honest. If a glitch brings the website down, or there was a significant error in a recent communication, be transparent about it and resolve it quickly. Honesty goes a long way.

Create a point of contact. Appoint someone on your staff (or maybe it’s you) to work directly with the fundraisers. This person acts as coach, customer service representative, tech support, and more.

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RESOURCES & TARGETED COMMUNICATIONSOne of the easiest things you can provide as you coach your fundraisers is relevant toolkits and materials to use as they prepare their pages, tell a story, and raise funds. For more simple campaigns, it may be a one-pager of information about your cause and goals and some sample social media posts, for others, you may include graphics, logos, widgets, and more. Here’s a potential checklist of items you could distribute to teams and individuals.

ω Organization and campaign-specific logos

ω Selected photos, videos, infographics, and other art

ω Social network profile information and sample posts, relevant hashtags

ω Organization or campaign mission statement, About blurb

ω Relevant list of ways to take action in addition to donating

ω Information on impact metrics and potential outcomes

ω Communications and marketing samples: blog posts, press release template, website copy, email newsletter

ω Campaign updates, alerts, and changes

ω Partner information as appropriate

ω Event information

ω Exclusive content and opportunities

This list of resources can be distributed to your fundraisers in a few ways: you could post them to your website, blog, and social media; you could send them out in email blasts to everyone who has opted in to receive updates. Nonprofits can do this for their fundraisers, and teams and individuals can do the same on their pages.

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Depending on your campaign timeline, your capacity, and the nature of the campaign, you may want to send more or less communications, and you will need to determine the best mediums so as not to bombard your fundraisers or leave them feeling neglected.

Check out the following resources for more on coaching your fundraisers:

5 Fundraising Tips for Team Leaders

5 Ways to Coach Your Personal Fundraisers

Ideally, we recommend launching the campaign with as much of the material as you can, and then periodically send updates that will help drive momentum, give context, and continue to build relationships.

See the sample calendar for how you would break this down for an eight-week crowdfunding campaign:

TIME LINE COMMUNICATIONS FOCUS

Launch/Week 1 Toolkit of campaign materials

Week 2General update on campaign so far, share earned media

Week 3 Share a new story

Week 4 Halfway milestone, keep it up!

Week 5 Break

Week 6 Personal story

Week 7 Final stretch! Keep going!

Week 8/Campaign close

Congrats, thank you!

Week 9 Report back/Thank you

Peer-to-Peer Fundraising on CauseVox

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T here is so much more we could say about peer-to-peer fundraising, and we’re learning more every day. But we hope that through this guide we’ve given you the foundation to get started, whether you’re a nonprofit organization looking to expand your impact, or you’re an

individual with a personal cause.

To get started with CauseVox, head to our website to see what’s in store. Then, check out our Blog, Learning Center, and Case Studies for more resources so you can dig even deeper into peer-to-peer fundraising and make the most out of your experience. We’ve pulled together just a few more of our favorite pieces to get you going:

10 Principles of Peer-to-Peer Fundraising

Community Building for Crowdfunding

Peer-to-Peer Fundraising Primer

Ready to begin? Good luck fundraising!

www.causevox.com