It’s no secret that the past couple of years have been tough for Canadian charities that raise money through peer-to-peer fundraising.
In 2015, fundraising revenue for Canada’s 30 largest peer-to-peer programs dropped by 8.6 percent, according to Peer-to-Peer Fundraising Canada’s annual Top 30 Benchmarking Survey. And that decline followed a 6-percent drop in 2014.
But while these numbers serve as a wake-up call for many of Canada’s biggest charities, we’ve been encouraged to see that many nonprofits aren’t stepping back from P2P. In fact, many organizations are seriously examining their initiatives, investing in new programs, and overhauling existing programs.
In this series of three articles we will look at some approaches Canadian nonprofits are taking to ensure that their peer-to-peer programs remain strong, even with the recent declines. In the first article of this series we looked at reframing existing events. Here is strategy number two:
Investing in New Approaches
Children’s Miracle Network Hospitals is launching a new, virtual peer-to-peer fundraising campaign that aims to get people moving from the comfort of their own homes.
The organization has high hopes for the new program, the Miracle Challenge, when it formally launches across Canada and the U.S. this fall.
The campaign has already raised $1.5 million and recruited more than 12,000 participants in a handful of markets during a recent testing period. Now, as it rolls out the Miracle Challenge in 170 markets , the organization expects that it will become a significant new source of fundraising revenue.
The Miracle Challenge comprises five tracks: walking, running, cycling/spinning, yoga, and boot camp. Participants choose a track and agree to participate in a customized fitness challenge each day for 27 days. Each day, they are emailed a mini challenge that they are encouraged to complete as part of the program — and are urged to raise at least $10 per day for a Children’s Miracle Network hospital.
The campaign offers people a way to support the organization without having to attend an in-person event. At the same time, they are able to participate in an activity that will improve their health, says Cross.
That’s an appealing concept to individuals. But it’s even more appealing to companies that are looking for opportunities to engage their employees. The Miracle Challenge offers a ready-made wellness program for corporate employees, which also doubles as a giving program.
“It’s a great way to engage companies without having to ask them for money,” says Staci Cross, Children’s Miracle Network’s vice president of activation. “This offers a different way to raise money, while also helping with employee engagement and employee wellness.”
The takeaway from each of these approaches is straightforward — you can’t expect to be successful with P2P fundraising unless you’re willing to adapt and change. In the next issue of Charity eNEWS I’ll share my third and final strategy.
Even the most successful campaigns need to constantly evolve. Otherwise they will fall behind.
David Hessekiel is founder and president of Peer-to-Peer Fundraising Canada, which hosts ongoing programming, produces research, and offers advice to peer-to-peer fundraising professionals throughout Canada.
