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The way New Zealanders are supporting charities has changed.
Supporters used to be passive. Isolated. Communicated to in a vacuum and asked to donate directly from their pocket.
But in the last 15 years, the internet has transformed giving. In 2019, supporters are active. Connected. Informed. Creative.
They don’t want to simply be donors. They want to be advocates. They want to play a part in the success of your charity and the success of the cause. And the best part? They want to involve others: they want to acquire new donors for YOU.
Your supporters can be your ambassadors. You just have to know how to empower them.
The new generation of giving
The foundation of fundraising is people giving to people. And it’s the most true when speaking about peer-to-peer fundraising. Peer-to-peer fundraising is what New Zealand charities are using to raise more, attract new supporters, and cater to the new generation of giving. Simply speaking, peer-to-peer fundraising is when you empower your supporters to fundraise from their own networks (as opposed to asking for donations directly from donors).
But before we jump into how New Zealand charities are using P2P fundraising, let’s quickly go over the 3 Pillars of Fundraising: the cornerstone of peer-to-peer.
- Do-It-Yourself (DIY) fundraising With a DIY fundraising strategy, charitable organisations provide an ‘always-on’ fundraising opportunity for supporters. Fundraisers get to tap into their own passion, strength, and creativity to raise money in any way they dream up. This could include hosting a bake sale, doing a physical challenge, or giving something up for a month.
- Signature Charity Events (SCEs) The majority of funds raised in New Zealand in 2018 came from SCEs. These dedicated, single-charity events inspire supporters through a common cause. SCEs include House to House and the Himalayan Trust Summit Challenge.
- Major Community Events (MCEs) MCEs are community fundraising events open to any supporter. Fundraisers support the charity of their choice in over 40 mass participation events in Australia and New Zealand. MCEs include Auckland Marathon and the Rotorua Marathon.
The power of P2P fundraising
By trusting supporters to fundraise on your behalf, you prove to them that you value their support and involvement. After all, they’re giving their time, effort, and voice. But what’s even more impactful is that they give their network, asking those closest to them to do the same.
In fact, peer-to-peer fundraising is what our entire organisation is founded on.
With peer-to-peer fundraising, charities can expect to…
- Reach new supporters and donation audiences.
- Amplify your brand.
- Reduce arduous administration work.
- Increase donation revenue.
To state that peer-to-peer fundraisers are the most committed type of fundraiser isn’t an exaggeration. Our data demonstrates that more than 22 million people and 30,000 charities globally have engaged in (and recommend) P2P fundraising.
It’s clear as to why. According to our whitepaper, Next Generation of Giving Australia & New Zealand 2018, “60% of Gen Zers/Millennials give, and 20% of those who give say they plan to increase their giving in the next year. As these younger donors age, build their careers, and move past the demands of building a young family, they could prove to be a philanthropic force to be reckoned with.”
Moreover, charities using peer-to-peer fundraising with Blackbaud have seen a monumental $5 billion+ globally raised over the past 12 years. In addition, donations result in much higher success when they’re prompted by someone the donor knows through family than by someone from an organisation they’ve never met.
1 in every 4 people will donate when asked by a family friend. Compare that number to 1 in 63 when asked by an organisation.
Peer-to-Peer fundraising in New Zealand: how you can enable supporters
It’s clear that peer-to-peer fundraising has taken off, and will stand strong long into the future.
By using a platform like Everydayhero, your charity opens itself to a network of 10+ major events in NZ (such as the Auckland Marathon).
Moreover, the Everydayhero platform is the result of years of research into how charities can raise as much as possible and what makes fundraisers especially effective.
For example, Everydayhero fundraisers can:
Strava integration allows users to map their kilometres as they ride!
New to Peer-to-Peer Fundraising?
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Peer-to-peer fundraising is experiencing massive growth in New Zealand, and it’s easy to implement. To learn how you can tap into your supporters’ personal networks to increase revenue and awareness for your cause with our peer-to-peer fundraising solutions, contact us!