Study lays out keys to success for peer‐to‐peer campaigns

• DOI: http://doi.org/10.1002/nba.30718
• Date: 01 February 2020
• Published date: 01 February 2020

NONPROFIT BUSINESS ADVISOR FEBRUARY 2020

6© 2020 Wiley Periodicals, Inc., A Wiley Company • All rights reserved

DOI: 10.1002/nba

Nonprot Research

Giving Tuesday continues growth

A study looking at end-of-year charitable giving

nds that awareness of Giving Tuesday continues to

grow and drive donations in the nal month of the

year, a critical period for most nonprots, which col-

lect nearly a third of their overall donations for the

year during this time.

The study, published by fundraising software

company Classy, found that 37% of respondents said

they were aware of Giving Tuesday, up 10% from

2018. Of those who planned to participate in Giving

Tuesday 2019, more than one-third (39%) planned to

donate more than they did the year before, while half

expected to donate the same as last year. Only 10%

said they planned on donating less, the survey found.

Looking broadly at what the survey respondents

expected to support from Giving Tuesday through the

end of 2019, the survey found the following:

• Disaster relief tops the list of causes receiving

support. Disaster events like hurricanes and wildres

drove people to donate in 2019, just as they did the

year prior, the survey found, with 46% of respondents

saying they expected to support disaster relief on

Giving Tuesday. That was followed by health-related

charities (37%) and environment and animal welfare

issues (37%). Some 90% of respondents said they

expected to donate to the same causes in 2019 as

they did in 2018.

• When it comes to charity, peer pressure is a good

thing. While two-thirds of respondents said their

primary motivation for giving was to help a cause

they care about, being called out in front of others

can also inuence their action. Around one-third of

all respondents said they would be more likely to give

to a nonprot or charity if they were asked to donate

in front of other people, the study found, including

47% of millennials and 42% of Generation Z.

• Online giving is preferred. More than half of

respondents said they found it easiest to make dona-

tions digitally, whether on a computer or smartphone.

In fact, nearly half of millennials and Gen Z respon-

dents said they would have less trust in a nonprot

(See GIVING on page 8)

Study lays out keys to success for peer-to-peer campaigns

Daily engagement opportunities, peer recruitment

and connection to the mission are key components

of successful peer-to-peer fundraising campaigns,

according to the latest research from OneCause, a

leading mobile fundraising consultancy.

The rm’s recent Social Fundraiser Study sur-

veyed about 1,100 peer-to-peer participants to gain

insights into what motivates them and what tools

they say lead to success. Some key ndings include:

• Peer recruitment is critical to social fundraising.

Participants say they are more than twice as likely

to have been recruited by a friend, family member

or colleague than directly by the nonprot.

• Participants are driven by a connection to the

mission and enjoyment. The top three reasons par-

ticipants take part in peer-to-peer campaigns are

because they care about the mission, they believe

the money raised will make a difference and they

enjoy the experience, the report said.

• Daily engagement leads to successful fundrais-

ing. Participants who checked their fundraising

progress multiple times per day were most likely

to exceed their goals and raised more money on

average.

• Tracking group progress and donation notica-

tions are powerful motivators. The report also found

that younger generations are also more likely to be

motivated by activity-based rewards, while baby

boomers are least likely to be motivated by contests.

• Top challenges included difculty asking for

money and motivating people to give. Younger peer-

to-peer participants were much more likely to say

fundraising tools/software were difcult to use.

• Most participants plan to fundraise again.

About 70% of those surveyed said they are very

likely to fundraise again, including about half of

rst-time participants.

• Information lacking on impact. About 80% of

participants said it’s important to receive informa-

tion on the impact of the money raised, but only

19% ever received any impact infor mation from the

nonprot they fundraised for, the study showed.

The report can be accessed in full at https://www.

onecause.com. ■