Social Network Fundraising: The Beginners Guide

Peer-to-peer Fundraising, or as I like to call it Social Network Fundraising, works because of two reasons: (1) you are asking your own network, and (2) the fundraising is being done publicly. This combined provides a healthy and effective social peer pressure.

This is me running 16km and raising €2,549 for the Dutch Cancer Institute (NKI-AVL). The target was only €200.

This is me running 16km and raising €2,549 for the Dutch Cancer Institute (NKI-AVL). The target was only €200.

When you were young you probably had to do a sponsor run at school. You had to get pledges from your neighbours and family for a certain amount per lap. Remember that your neighbour always said: “So, what is the rest giving?” This is the best way to describe social network fundraising, she didn’t even hesitated. Straight away she went into the “how much” discussion…

I've raised 2,549 euro for the Dutch Cancer Institute in a 16km run. The target was only 200 euro.

Recently I gave a presentation for the participants of the ATMA Challenge. In this fundraising event 30 young professionals climb one of the Himalaya mountains (6,764 meter!). Every participant has to raise 2,000 euro for educational projects in India. My presentation contained 16 tips from my own experience on how they can raise this money, and even more!

Tip #1 – START today!
Don’t put off your funds until tomorrow, what you can raise today! The sooner you start, the more you will raise.

Tip #2 – Be PASSIONATE about your charity!
Come prepared and know what you are talking about. You should be able to answer basic questions about the charity you are raising funds for. Apart from being prepared, it will also show your potential donor that you are passionate, dedicated, serious and committed. It will increase your response. So, show your passion!

Tip #3 – Ask your NETWORKS!
Ask your family, friends, colleagues, sport buddies, acquaintances, neighbours, etc. Everybody knows you and everybody can help you, because you’re doing it for a great cause. The company you’re working for can even give you a bigger donation than you expect…

Tip #4 – Use a PLATFORM!
Where you used a paper form in the past, now there are several online platforms available, which makes your action visible for the outside world (e.g. JustGiving). You can collect and show (!) your donations, provide feedback, post a blog or pics, etc.

Tip #5 – ASK for donations!
If you don’t ask, you won’t get a dime… Most participants will experience the unjustified “first-timer asking shame”. There is no need for that, you are asking funds for a noble cause, that needs your help. Ask and thy will receive.

Tip #6 – Ask OFTEN for donations!
Why ask only once? If people don’t respond the first time, there is still a very big chance that they will respond the second, third, fourth or fifth time you’re asking. There are a million possible reasons why they didn’t respond straight away. Don’t assume they don’t want to give, because they want to. My personal rule of thumb for fundraising within your own network is to ask people again and again until they say no.

Tip #7 – Ask the right AMOUNT!
Some people will give you more than others, because, they like you better, or like the charity better or have more money to begin with. Bottom line, make an appropriate pitch for everyone if you can.

Tip #8 – Ask the MAJOR donors first!
Set the bar. If your first 5 donations average 10 euro each, there is a big chance donations that follow will also be around 10 euro. However, if your first 5 donations average 75 euro, everybody who normally gives 10 euro will now give at least 25 euro.

Tip #9 – Make a donation YOURSELF!
If you are a donor of your own action, you are a more credible fundraiser for your network. Set an example!

Tip #10 – Ask your audience PUBLICLY!
Sure, face-to-face asking works better, but also ask them by group e-mail, ask them on Facebook, ask them on Twitter, ask them in a speech, ask them in the pub…

Tip #11 – THANK (and tag) your donors publicly!
Your donors deserve the very best spotlight! By thanking them publicly, other people are also encouraged to become part of your donor community. People like to be publicly recognised… Tagging in Facebook or Twitter works perfectly!

Tip #12 – Report on fundraising PROGRESS and ask again!
You have to report to potential donors on your fundraising progress. Do you only need 250 euro to reach your target? Let people know and ask them again! It shows how good you’re doing and that you still need help!

Tip #13 – Report on TRAINING progress!
Also report on your training progress. If you’re climbing the freaking Himalaya… that’s an impressing accomplishment! And you’ll be training for months. Often, that’s also the best argument to ask for a donation.

Tip #14 – BOB for a job!
There are a trillion things you can do to raise money in your networks or local community. To name a few: dinner parties, dance marathons, sell the junk from your attic, etc. etc.

Tip #15 – The best fundraiser is REWARDED!
This one is for the event organisers. What can you offer your best fundraisers? What is the best carrot for your fundraisers to raise more? How about a new pair of running shoes, or perhaps a new set of thermal hiking clothes provided by a sponsor. For some fundraisers this will do the trick to go even harder…

Tip #16 – Stay in TOUCH!
Another one for the organisers. Stay in touch with your participants (fundraisers). Perhaps they need help (with setting up their public donation page). But most of them just need some help to start asking. Or some encouraging words when donations start to dry up and the target is not reached yet. Organisers: you need to help your participants raise funds!

The participants of the ATMA Challenge had a goal of 60,000 euro. In the end they raised more than 90,000 euro!

[This post is slightly adapted from a post that first appeared on 101fundraising.]