What Is The Value Of Peer-To-Peer Fundraising? – re: charity.
The former Director or Digital at charity: water, Paul Young, described the value of peer-to-peer fundraising best in his post 5 Biggest Lessons From Leading Digital At charity: water:
The majority of charity marketing uses a direct-marketing model acquiring monthly givers. The goal is to convert a user into a direct donation, and ideally a monthly subscription. At charity: water, we focus on acquiring fundraisers because it is so much more valuable.
While our average donation size online is similar to most charities I have benchmarked, our average fundraising campaign is worth many times more. But even more importantly, every fundraising campaign brings in, on average, 13 new donors.
For charity: water, their average fundraiser raises about $770. That’s like a donor giving $30/month for just over 2 years.