New research reveals UK nonprofits under utilizing peer-to-peer fundraising

Established in the Finance Act of 1990, Gift Aid was structured as a means for United Kingdom citizens to receive tax credits for giving to individual charities in the country. A recent survey from Blackbaud, however, shows a large portion of nonprofits in the U.K. and Ireland don't actually get any money from Gift Aid.

According to Martin Campbell, director of strategy and innovation for Blackbaud, the charitable foundations not capitalizing on money generated from Gift Aid are robbing themselves of easy revenue. Of the nearly 600 survey respondents, 40 percent admitted they get no money from Gift Aid. An additional 50 percent make claims on less than half of their individual donations.

"The take-up of Gift Aid is low even though this money is available, and that is lost revenue at a time when charities really need it," Campbell said.

Additionally, data from the survey revealed the number of organizations accepting online donations rose 16 percent from 2012 to 2013. The number of nonprofits who saw their online profits rise similarly increased 5 percent.

Peer-to-peer fundraising
The Blackbaud survey on the state of nonprofits in the U.K. today found that nearly two-thirds of nonprofits utilize peer-to-peer style fundraising; however, despite employing the technique, several organizations are not using it to its fullest extent.

Nearly 33 percent of nonprofits using peer-to-peer style fundraising are failing to ask for donor's contact information, and a further 10 percent who actually get the information don't use it.

Recently, Event 360, a strategic consulting firm, published a list of tips to assist nonprofits employing peer-to-peer fundraising in maximizing the technique's benefits.

Ask
Nonprofits should not discriminate when searching for financial support. Fundraisers working on a peer-to-peer level should strive to cast a wide net.

Specificity
To traverse multiple avenues to a donation, fundraisers should anticipate questions and give specific answers. Suggested amounts, timeline for donations and other opportunities to get involved are only some of the topics fundraisers should be broaching with prospective donors.

No assumptions
Some peer-to-peer fundraisers mistakenly assume donation amounts based on a prospective contributor's attitudes or perceived enthusiasm. Although it may seem obvious, donation amounts should be wholly determined by the person making the gift.  

Personalize your pitch
One of the most enticing benefits of peer-to-peer fundraising is the platform to individually interact with potential donors. Use that opportunity to create a human moment with the contributor. Donors are more likely to feel compelled if they are connected to the cause.

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