Tips for Retaining Peer-to-Peer Donors and Participants

This guide provides strategies for nonprofits to improve the retention of peer-to-peer donors and participants. It outlines the challenges associated with retaining these donors, who often give through third-party campaigns rather than directly to the organization. The document emphasizes the importance of donor retention, noting that many organizations lose a significant percentage of their donors each year. It presents findings from research conducted by the Association of Fundraising Professionals and the Fundraising Effectiveness Project, highlighting the average donor retention rates and the financial implications of improving these rates. The guide also discusses what donors want, based on a survey of loyal donors, and offers actionable strategies for engaging and retaining peer-to-peer donors, such as effective communication, timely acknowledgments, and creating a sense of belonging. The importance of maintaining a well-organized donor database is also emphasized as a crucial first step in retention efforts.