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Spring is approaching (though you wouldn’t know it in Chicago!), which means that event season is too. Soon, you’ll pull out your running shoes from the depths of the closet, step out the front door into the fresh air, and face the harsh reality that your New Year’s fitness resolutions quickly took a backseat to Netflix. And just like you, your participants will also need to be coaxed out of hibernation to participate, donate, and fundraise for your event.
For that reason, we couldn’t be more pleased with the timing of this year’s P2P Professional Forum (P2PPF) conference and our session on acquisition, recruitment, and retention. These three drivers of program performance, revenue, and mission impact are a priority for any organization with a fundraising program. And although no silver bullet has been found yet that makes achieving registration goals as easy as pushing a button, improving these metrics doesn’t have to be an arduous and overwhelming process.
When it comes to your event, potential and existing participants will want to hear compelling stories about your mission impact, be motivated by the successes of like-minded peers, and feel excited to take action in an appealing activity with the people they care about most – their peer networks.
Here is a breakdown of how you can foster these peer-to-peer connections throughout your organization’s acquisition, recruitment, and retention efforts.
Reaching acquisition and recruitment goals shouldn’t be just about getting new bodies to the event, but attracting new people who will share, donate, fundraise, show up, and engage. You get the most support from those most closely connected with your cause. Therefore, it makes sense to focus your acquisition efforts on those who care most about your mission. This begs a number of questions: How can we find others like them? Where might they be found? Who can help us reach them?
These tips will point you in the right direction:
By properly targeting your most passionate people with community connections, you will improve the effectiveness of your recruitment efforts and register the right people.
Here are ways you may find those passionate, connected people:
Here are some ideas:
The silver bullet of fundraising is mission impact. Share carefully selected, mission-centric stories with your constituents, acknowledge and foster engagement with your mission, encourage conversation, and your audience will grow. As people, we are hard-wired for peer-to-peer – it’s why we spend 6+ hours a month on Facebook, seek out meet-ups, and research vacation destination reviews before booking that perfect getaway. We want to hear about the lives of our peers – how they experience the world around them, what they need, what they’re doing, why they’re doing it, and how we can join them.
For more information on the expansive nature of peer-to-peer, stay tuned for Plenty’s full report on 2014 fundraising trends and takeaways, which will go live from the main stage at the P2PPF conference next week, February 24th.
Learn more about growing your peer-to-peer fundraising program in 2015 when you download our free Seven Success Factors e-book, which highlights the seven components critical to achieving fundraising success.