Arizona Gives Day Leverages Peer to Peer Fundraising for Record $3.6m Day!
- April 1, 2019
Late Breaking News!
Congratulations to Arizona Gives Day! Under the guidance of the Alliance of Arizona Nonprofits, AZgives.org raised a record of more than $3.6m on April 2nd for over 650 nonprofit organizations statewide! CiviCore is pleased and proud to support Arizona in these efforts.
This improvement over 2018’s event is evident in Arizona Gives’ detailed numbers, as well:
- Dollars processed through the platform grew by 15%
- There was a 13% increase in the average individual gift amount (from $123 to $142)
- Peer to peer (P2P) campaign giving grew by more than 390% — accounting for over 75% of growth on the day
- Organizations who had at least one active Peer 2 Peer campaign in 2019 (and who participated in AZ Gives in 2018) saw an average 24% INCREASE in total donations, significantly outpacing those nonprofits who did not have campaigns
- Organizations with at least one active P2P campaign saw an average of 53% of donations coming in through campaigns, with a trend that those with higher numbers of campaigns saw a higher percentage of donations coming in through campaigns.
As you can see, peer to peer campaigns played a significant role. Jennifer Purcell, Director of Community Engagement, attributes this growth to:
- Advance and repeated communications and training for participating nonprofits
- Existing nonprofit participants choosing to shift fundraising through pages/campaigns particularly when they have multiple locations or regional offices
- Nonprofits having a greater understanding of how they can engage board members, staff, and even volunteers using fundraising pages/campaigns
- Businesses “adopting” a specific nonprofit to support
- Innovative prize awards aimed at campaign fundraisers
- Allowing fundraisers to update their campaign pages, even after the nonprofit has approved it.
These statistics for Arizona Gives offer solid proof that promoting P2P campaigns to expand the fundraising community is one of the best growth strategies for 2019. Other learnings include using pre-scheduled donations to increase dollars, and, of course, providing constant and consistent communication, training, and support are both critical to success.
Original Post: April 1, 2019
In the state of Arizona, nonprofit organizations are fortunate enough to have the Alliance of Arizona Nonprofits, the only state-wide org in Arizona dedicated to serving the 20,000+ nonprofits that reside there. The Alliance seeks to serve nonprofits through “advocacy, education, information, connections and resources, which are tailored specifically for nonprofits, their staff, their board and their volunteers.”
Among the valuable resources the Alliance provides is a business directory specifically intended for nonprofits, a tailored job board, website tutorials, fundraising information, and much more. But perhaps the most impactful way the Alliance of Arizona Nonprofits supports their organizations is through an annual 24-hour online fundraiser known as Arizona Gives Day—and that’s happening today!
The Alliance has hosted AZ Gives Day annually since 2013, using the event to support nonprofits across the state with monetary donations, increased awareness, and avenues for reaching new audiences. Over the past seven years, AZ Gives Day has raised a total of $13.4 million for Arizona nonprofits by fundraising online. Each year they have met or exceeded their donation total from the previous year. In 2018 they raised $3.2 million in donations, and as they wish to continue this trend in 2019, they are planning new ways to drive additional interest. The CiviCore Giving Platform is powering the event, and we have no doubt they can reach their goals, given their great community support and the innovations they have planned in 2019 to benefit the more than 700+ nonprofits involved in Arizona Gives Day.
To boost participation in their event, the AZ Gives Day team has opted in to a feature of the CiviCore Giving Platform known as fundraising pages. These pages—also called peer to peer fundraising campaigns—allow an individual or organization to rally support around a specific nonprofit participating in AZ Gives Day and encourage their personal network to support the cause right along with them!
What is Peer to Peer Fundraising?
Online peer to peer fundraising is a highly effective strategy for nonprofits looking to expand awareness for their fundraising campaign. To create a peer to peer page, donors choose one nonprofit to support and set a goal of how much money they’d like to raise. Donors can customize their page with a profile photo, video, name, and explanation of why they’re raising funds. Many people create fundraising pages in honor or in remembrance of a loved one, or to support a nonprofit that has had a significant impact on their life.
After creating their unique page, donors share their personalized campaign via email and social media. Friends and family can donate right from the donor’s page, making it easy to support the donor in reaching their goal, contribute to the giving event, and give to the specified nonprofit. As donations roll in, a ticker on each peer to peer fundraising page displays progress, and all funds raised in peer to peer campaigns also contribute to the overall tally and goals for AZ Gives Day.
By encouraging supporters, volunteers, and community members to create a fundraiser page connected to a nonprofit rather than simply making a single donation, a nonprofit can rapidly expand their potential reach to new donors. Encouraging an individual to create a fundraising page enables the individual to multiply their impact and spread the word on a good cause by asking people in their personal network to support their campaign. The outcome? New donations from new donors for the nonprofit! These new donors can then become part of a nonprofit’s audience where they might create a peer to peer page of their own and/or volunteer for the organization.
Studies looking into the psychology of giving report that peer to peer initiatives offer donors social information, which incentivizes them to give. “Social information” is the phenomenon of making decisions based on what those around us are doing. If you are out to lunch with a friend and can’t decide between a salad or sandwich, then choose a sandwich because that’s what your friend orders, you’re relying on social information. Peer to peer fundraising offers donors social information that someone in their network is giving to a nonprofit organization, which encourages them to do the same.
Peer to peer fundraising networks also leverage “contagious generosity.” Studies have shown that people tend to give more when they see others giving. Further research shows that when one person in a group is consistently generous, others in the group will become more generous as well.
For a giving event host like Alliance of Arizona Nonprofits, utilizing peer to peer fundraising platforms boosts engagement and provides a donor-run marketing campaign. Because individual donors are sharing the page with their network, the giving event reaches audiences who may not otherwise have known about it.
The thought leaders behind Arizona Gives Day understand the benefit of peer to peer campaigns and are incentivizing donor participation with prizes. Each fundraising page that raises $100 or more will be entered in a random drawing. After donations are tallied, eight pages will be selected to win an additional $500 towards the nonprofit their page supports.
Arizona Rolls Out Unique Fundraising Prizes
Fundraising pages aren’t the only way nonprofits can collect some prize money during AZ Gives Day. The event has 86 prizes set up for a total of $180,000 available in prize money! They’ve dreamed up creative incentives that encourage community engagement and friendly competition.
Some of our favorite fundraising prizes awarded during Arizona Gives Day are the Golden Ticket prizes. Each hour from 6am to 10pm on the day of the event (today, April 2), a random drawing is held from donations of $25 or more. When a donation is chosen, the nonprofit receiving the donation will receive an additional $1,000. With 16 Golden Ticket drawings throughout the day, 16 nonprofits will have the chance to earn an extra $1,000!
Along with the Golden Ticket drawings, nonprofits have the chance to win Power Hour prizes. During Power Hours, the nonprofit with the most dollars raised and the most unique donations (meaning the most individual donors who gave) will receive an additional cash prize. There are 16 available for a total of $44,000 in bonus winnings. Arizona keeps the excitement rolling even as their day is drawing to a close. In the last four hours of the giving event, the Final Four prizes are awarded: the nonprofit with the most dollars raised in each hour receives $2,000. Nonprofits who are members of the Alliance of Arizona Nonprofits are eligible to win an additional prize if they receive the most donations in their size category.
AZ Gives Day also rewards the organization that receives the highest dollar amount of pre-scheduled donations. Gives days who opt into pre-scheduled donations allow their donors increased flexibility and time savings when making their donation. If someone knows they’ll be busy on the day of the event (or has a feeling they won’t remember to give), they can take their time prior to the day itself researching nonprofits, selecting the dollar amounts they’d like to contribute, and proceeding through the check-out process. The donor can then cross giving off of their list: their gift will automatically be processed at the start of the giving event, which is usually at midnight the day of the gives day.
In a final series of prizes, AZ Gives Day is involving companies who participate in the event with employee giving.
What is Employee Giving?
For the first time this year, Arizona Gives Day is enabling functionality for employee giving. Employee giving is a great way for foundations like the Alliance of Arizona Nonprofits to increase their donation total while partnering with corporations. In fact, one CiviCore client saw a 10% increase in donations attributed to implementing the Employee Giving Functionality.
Companies supporting AZ Gives Day are set up with a branded Corporate Partner page that, when shared with employees, highlights the company’s commitment to the giving event and encourages employees to donate. It features exciting visual counters that show donation amounts and the number of donations received. When employees are ready to enter their donations, they simply select their employer from a drop-down menu and their gift is automatically counted towards the company total. Many companies offer employee giving incentives by offering to match donations once they reach a certain amount, further encouraging employees to give.
While corporate giving leads to increased donation totals for the event, it also reflects well on the participating companies. Encouraging employee giving in the workplace boosts morale and encourages teamwork as people rally together to reach their goals and support common causes. Employees feel invested in their community because they’ve had a hand in funding it. Plus, it’s great PR for the company.
Giving events can further encourage corporate donations by displaying leaderboards that demonstrate the progress of multiple companies in the community. Alongside each company’s donation totals, these leaderboards can show the percentage of employee engagement: no excuses for having a small team!
For Arizona Gives Day, each participating company will fall into one of six categories based on the number of employees (categories range from 1-10 employees to 1001+). At the end of the giving event, the company that raises the most out of everyone in their size category will win an additional $1,000 to donate to the nonprofit of their choice!
By hosting a giving event with robust features such as employee giving and peer to peer campaigns, Arizona Gives Day is providing their nonprofits with the best possible opportunity to receive substantial funding to grow their donor base and perfect the art of online fundraising. For many nonprofits, participation in annual giving events affords them much of their fundraising for the year, so the more successful the event, the more money goes into the pockets of each participating organization. So here’s to AZ Gives Day—let’s support and cheer on their efforts to once again grow their impact on their community.
In addition to community giving events, the CiviCore Giving Platform also provides technology for school giving events. If you’re interested in learning more about our platform and any of the features we offer, please don’t hesitate to contact us.
Did you know that CiviCore also offers client and case management technology specifically for human services organizations? We provide specialized software for victim services, youth mentoring, and youth & child services orgs, empowering them to streamline admin, save time, and get more grant funding. Contact us to let us know how we can best serve your organization.