Independent fundraising is one of the fastest-growing peer-to-peer program formats.
But independent campaigns have some important differences from more traditional event-style campaigns.
I recently spoke to Sue Dalos, senior manager of marketing and development for the Canadian Cancer Society’s Ontario Division to learn more about how charities that have a more traditional peer-to-peer event model can build successful independent campaigns.
Dalos leads the Society’s latest peer-to-peer campaign, the Fearless Challenge, which challenges participants to face their fears to raise money.
Below is an excerpt from the interview, but you can read the full interview and learn more about peer-to-peer fundraising here:
What is the Fearless Challenge?
SD: The Fearless Challenge is a peer-to-peer campaign where individuals or teams sign up online and raise money by challenging their own fears, essentially creating their own adventure.
While the program has a very specific framework, it closely resembles traditional third-party fundraising programs in that participants are designing their own experience within that framework. The concept is simple and through technology it essentially runs itself. That makes this a very cost-effective fundraiser for the Society.
What have the results been?
SD: More than 80% of the donors to the Fearless Challenge are new to the Society and over 70% of participants are also new. It is still early to fully understand the long-term value of these audiences and our ability to positively impact their lives, but we are encouraged by early results.
What steps have you taken to help ensure that participants are successful?
SD: We have developed a comprehensive coaching program that consists of both email coaching as well as phone coaching (for top fundraisers). Not only is this program resonating with new audiences for the Society – it’s actually attracting new fundraisers to the sector. We have also been fortunate to partner with a number of local event destinations that have offered free or discounted entry to their locations to complete a fearless challenge, like Canada’s Wonderland, Ripley’s Aquarium and many others. These incentives expand the reach of the program through partner marketing, attract new participants and encourage existing participants to fundraise towards their goal.
What are the benefits of building an independent fundraising platform vs. hosting stand-alone events?
SD: The Fearless Challenge, like other independent fundraisers, provides a framework for individual or team fundraising, without the constraints of time, place or the logistics and risks of an event. Participants can personalize their experience by choosing how, when and where they will support the organization. No single event or series of events could provide the breadth and depth of challenge options or scenarios.
What’s the biggest lesson you’ve learned about fundraising as you’ve built the Fearless Challenge?
SD: Strong consumer insight is needed before you start to develop any new fundraising program and should be revisited along the way to ensure a strong program. People are intrinsically motivated to succeed. If your offer resonates – they will jump on board and champion your program. If it doesn’t, no amount of advertising, coaching support or incentives will make a person fundraise for you. Know who your target audience is and build a program that is relevant to them.
The Canadian Cancer Society and more than 70 other top organizations will be gathering in Toronto on October 20 for the first-ever Peer-to-Peer Fundraising Canada Conference. Don’t miss out. Just a few seats are still available. Check out the program and register today.
Peter Panepento is principal for Panepento Strategies, a consulting company that provides digital and social-media strategy, communications, and marketing services to nonprofits, foundations, and media companies. Previously, he was senior vice president of Knowledge and Community for the Council on Foundations and assistant managing editor at The Chronicle of Philanthropy.
