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Using donor identity to filter event and peer-to-peer participants into high conversion leads.



First published April 2020

Warning: this is a theory, until someone tests it. So, if you’re a fundraiser with an events/peer-to- peer portfolio and think more innovation is needed in the sector, then read on. Maybe you’ll be tempted to give this a try.

And if you do, please let me know the results. I’ll gladly update this article to include them if you’re happy to share some numbers.

Events/peer-to-peer are a great way of engaging new donors in Australia. Pareto’s benchmarking program has shown they help charities acquire nearly as many new supporters as both face-to-face and direct mail cash appeals combined. This means it is probably the sector’s primary way of engaging Australians to give a first gift. And this makes many of us dream about its potential.

One of the main questions many of us fundraisers have grappled with is how to ‘convert’ or ‘cross-sell’ these one-time gift event donors to other forms of support, particularly monthly giving. Because for most charities, the…
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