Peer-to-peer fundraising is the way to go

The news that American billionaires are coming together and pledging significant sums of money to the not-for-profit sector in the States is hugely welcome.

Warren Buffett was said to have approached many of them personally to help. And it worked. Many billions have been pledged by 40 of the wealthiest people on the planet.

It is no surprise that peer pressure from Buffett along with Bill and Melinda Gates worked, of course.  The peer-to-peer appeal is one of the cornerstones of good fundraising and it's why I work with charities to establish their networks in order to effect peer approaches leading to funding. 

It works because it establishes a bond between donors that builds confidence in the cause.

Never mind US philanthropy though, peer-to-peer fundraising is alive and well in the UK. What interests me however, is that by and large it is donors themselves and not always the fundraisers who understand its place in philanthropy.

I spend most of my professional life working out connections. Who does the charity have links with? How did the charity start? Who was involved in those early days? What links can I establish that will increase funding?

Charities can be extraordinarily embarrassed at the prospect of researching and working with influential and wealthy people. However, it is more important now than before that we make the most of these supporters.

Ponder this - a charity I worked with on a capital appeal had a donor who had made a gift of £15,000. I established a connection to a colleague of his who ran a trust and by the end of a very good lunch attended by the two of them and the charity's director, a further £30,000 had been raised.

Be confident in your charity's connections - they belong to you.  These people value your work and their association with you.  They are sure to be willing to help if you approach them in an appropriate way.

Good luck and let me know if you need help.  There's more on my Using Patrons page.