To build a volunteer program that supporters want to get involved with, you need to focus on each part of the program, from your recruitment strategy to your branding approach. 

Looking for tips on how to make your program as effective as possible? Good news: There are tried-and-true best practices you can follow. Let’s take a look at what to do and what not to do when creating your nonprofit’s volunteer program. 

Do: Create a targeted recruitment strategy. 

A targeted recruitment strategy increases your marketing team’s return on investment (ROI) because you’ll connect with audience members who are most likely to be interested in your volunteer program rather than casting a wide net and hoping to engage one or two volunteers. 

Reach out to people who have already expressed interest in your organization and may be the right fit for your volunteer program. These individuals may include: 

• Lapsed volunteers
• Social media followers
• Email subscribers
• Past event attendees
• Donors

After you identify these individuals, send them messages that resonate with their interests. For instance, you might send your lapsed volunteers a message saying “We miss you! Want to get involved in the work we’re doing today? Here are a few upcoming activities that we think are the right fit for you.” You can also create social media posts highlighting your program’s opportunities and benefits to give followers a sense of how they can and why they should participate. 

Finding new volunteers is similar to reaching out to new donors. Both processes require connecting with your prospective supporters and highlighting the aspects of your organization that will appeal to them the most. 

You can even use the same tools, such as your donor management software, to engage volunteers. Your donor management software or donor database should contain information about not only your donors, but also your past event attendees, lapsed volunteers, and other individuals who have engaged with your nonprofit over the years. This tool will help you collect contact information for prospective volunteers and create communication strategies to reach out to them. 

Don’t: Neglect volunteer safety. 

Safety should be your number one priority when planning your volunteer opportunities. Consider things like this when choosing how your volunteers can help you carry out your mission: 

• Physical safety: Although it may seem obvious, it’s worth the reminder: The activities you plan should be safe to do. If there is a risk of injury—like when building a house for a family in need—provide a thorough training process so all volunteers feel comfortable using your equipment or carrying out specific responsibilities. You should also have them read, agree to, and sign waivers to highlight the potential risks of volunteer activities and protect your organization from liability. 
• Cybersecurity: If you offer online registration tools and/or virtual volunteer opportunities, keep volunteers’ personal information safe through airtight cybersecurity practices. These practices include requiring complex passwords for your online registration system, such as using a mix of character types and requiring that the password have a minimum number of characters. If you accept credit card information from volunteers, your payment system should be PCI compliant. That means it should align with established security standards. 

Poor security practices, whether in-person or virtual, can leave a lasting negative impression on your volunteers and expose them to unnecessary risk. On the other hand, emphasizing safety measures will provide volunteers with an experience that builds their trust in your nonprofit. 

Do: Consider volunteers’ interests and preferences.

Your volunteers likely have a wide range of life experiences and skills. That’s why you should offer a variety of volunteer opportunities. 

According to Double the Donation’s volunteer management guide, volunteering can take many forms, including:

• Event volunteering
• Skilled volunteering (including providing specific services like PR assistance, legal guidance, or accounting support) 
• Administrative work
• Advocacy

Conduct surveys to gather information about the types of volunteer opportunities that supporters are most interested in, whether it’s the ones listed above or opportunities unique to your organization’s work. Then, assign the volunteers to the opportunities you know they would be best suited to do. 

Don’t: Bore your volunteers. 

Your volunteer opportunities should be closely tied to and help make an impact on your organization’s overall mission. By involving volunteers in hands-on projects that directly support your goals, they’ll be more engaged and fulfilled. 

For example, if your nonprofit runs a community kitchen for people in need, assign your volunteers different prep tasks so they know they’ve helped put food on the proverbial table. If your organization is an animal shelter, allow volunteers to walk and bathe pets and introduce people to them at adoption events. 

Even when you’re completing routine tasks like stapling pamphlets or sorting canned foods, make your volunteer opportunities more engaging by adding a fun twist. You might play upbeat music or challenge volunteers to sort as many cans as possible, then give a prize to the winning team or individual. 

Do: Brand your volunteer program. 

Your nonprofit’s brand gives audience members an idea of your mission, purpose, and message. Branding your volunteer program can play a similar role in introducing these new opportunities to supporters. 

Your volunteer program’s brand should be a variation of your organization’s primary brand, using some of the same elements so supporters understand that the two are related. As you design the program’s brand, you might use the secondary colors in your brand color palette or a variation of your main logo. 

Make the program distinct from your nonprofit’s other activities by giving it a unique name. For instance, if your volunteer program is focused on local tree conversation, you might call volunteers “Tree Defenders” or “The Tree Team.” 

Branding your nonprofit’s volunteer program helps you increase program awareness. It can also give your volunteers a sense of community, especially when you offer them branded merchandise like matching t-shirts.  

Don’t: Pigeonhole volunteers.

You may find yourself only sending information about upcoming volunteer opportunities to your growing volunteer pool. However, volunteers might be interested in supporting your nonprofit in other ways as well.

Promoting those other opportunities will help your volunteers become even more invested in your mission and inspire them to have a greater impact. Volunteers may also be interested in:

• Donating
• Participating in peer-to-peer campaigns
• Attending events
• Advocating on your behalf

By sending your volunteers information about different ways to engage with your organization, you can appeal to their desire to get more involved. Highlight these opportunities using your social media posts and emails.

Do: Ask volunteers for feedback. 

Build your volunteer program with volunteers’ preferences in mind every step of the way. If you’re uncertain about what your volunteers think, just ask!

Show volunteers that you care about listening to and implementing their feedback by sending them a post-volunteer event survey. Ask questions such as:

• On a scale of 1-10, how would you rate the volunteer experience? 
• Did you feel the training process adequately prepared you for the experience? 
• Would you participate in our program again? Why or why not?
• Would you recommend our volunteer program to a family member or friend? 

Use volunteers’ responses to adjust your program strategy and let volunteers know how you’re incorporating their feedback. For example, send an email summarizing three to four key trends that emerged from a recent batch of surveys and how your organization plans to adjust your upcoming opportunities accordingly.

Don’t: Forget to show appreciation.

Just as you steward your donors, you must also actively build relationships with volunteers to retain them for the long haul. An effective volunteer stewardship strategy starts with showing your appreciation for your volunteers. 

Here are a few volunteer appreciation ideas to incorporate into your program: 

• Send thank you emails after each opportunity summarizing what your volunteers accomplished and how they helped your mission.
• Highlight volunteers’ accomplishments on social media and via your email newsletters. 
• Send volunteers thank you gifts, such as free merchandise or gift cards. 

Expressing gratitude for volunteers is crucial for improving your volunteer retention rate. This will help you increase your ROI when it comes to finding new long-term volunteers and expanding the program in the future.  

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By following these tips, you should be able to build a strong, sustainable volunteer program that engages supporters and helps your organization work more efficiently toward its mission. 

About the Author

Jay Love
Co-Founder and current Chief Relationship Officer at Bloomerang

He has served this sector for 33 years and is considered the most well-known senior statesman whose advice is sought constantly.

Prior to Bloomerang, he was the CEO and Co-Founder of eTapestry for 11 years, which at the time was the leading SaaS technology company serving the charity sector. Jay and his team grew the company to more than 10,000 nonprofit clients, charting a decade of record growth.

He is a graduate of Butler University with a B.S. in Business Administration. Over the years, he has given more than 2,500 speeches around the world for the charity sector and is often the voice of new technology for fundraisers.

Your donors and your board members might seem like completely disconnected groups in your organization. While your board is a small but powerful team that steers the direction of your organization, your donors are a vast collection of individuals that pitch in to empower your fundraising campaigns and keep your organization afloat.

However, your board members and your donors are actually two sides of the same coin. In particular, both groups help propel your mission forward, represent your values, and raise awareness for your cause. But if that’s the case, then why do these groups tend to rarely work together? 

Encouraging a sustainable relationship between your board members and your donors is an excellent way to boost engagement and improve your public image. Donors want to feel more involved with your organization, and a connection with your board members offers them a glimpse into the inner workings of your organization. Similarly, it’s helpful for board members to get to know your donor base and understand how to work together. 

Overall, establishing some familiarity between your board members and your donors has several key benefits, including: 

• Establishing a strong community. 
• Encouraging deeper involvement. 
• Building an open line of communication. 
• Increasing transparency. 
• Adding a more personal touch. 

Fortunately for many causes, the framework to make these relationships possible is already in place. All you need to do is to extend the invitation. You might be surprised to learn that your board members and donors are eager to get to know one another. 

Plus, connecting your board members with your donors might help to increase overall board engagement and could raise more donations, which will benefit your organization as a whole.

Establishing a strong community. 

No matter the size of your nonprofit, building a community within your organization is important. A strong community means that your supporters are more likely to spread the word about your mission, keep one another informed about updates, and attend upcoming events. 

Establishing a sense of community among your board and then a separate community among your donors has its own benefits. A united board is more productive and more comfortable sharing new ideas, while effectively engaging donors and creating meaningful donor relationships increases the chance of these supporters becoming major contributors. 

If a strong community already brings several assets to your board and your donors, a connection between the two groups would bring even greater advantages to your organization. Here are some ways to establish a better relationship between your board members and your donors: 

• Dinner parties: If your board members and some donors have briefly met before, consider inviting them to a dinner party at your facility. They can get to know each other in a relaxed atmosphere. 
• Mixers: Want to get lots of donors to interact with your board members? A mixer can be an effective way to kickstart the relationship between interested donors and your board members. 
• Outdoor activities: Especially if your organization is nature-focused, an outdoor activity or event, such as hiking or a picnic, is a cost-effective and fun way to engage your board members and your donors. 
• Volunteer events: Several of your donors or board members might already volunteer with your organization, but hosting a specific volunteer day or weekend for donors and board members will give both groups the chance to meet and chat, all while furthering your cause.
• Team building exercises: Organizing a team-building activity is a great way to reinforce the idea that your board members and your donors are working toward the same goal. Try an escape room, an obstacle course, or a scavenger hunt to encourage your board members and your donors to work together. 

Creating a community among your board members and your donors requires time and effort, but with so many long-term benefits for fundraising, donor retention, and board engagement, the extra work is well worth it. 

Encouraging deeper involvement. 

Stronger bonds across different sections of your organization can encourage your supporters to attend a wider variety of events. For example, if your donors have had positive experiences with your board members and with your volunteers, they will likely want to attend events with both groups. 

By building a stronger community between your board members and your donors, you can simultaneously encourage both groups to get more involved. For this reason, connecting these two groups is crucial for sustainable participation. 

Additionally, you could design programs specifically aimed at creating opportunities for donors and board members to work together. Some collaboration ideas include: 

• Partner programs between donors and board members: For your local donors, design a partner program where you pair a donor and a board member together. The partners could brainstorm ideas for an upcoming event or lead a volunteer training program. 
• Donor input at board meetings: Create an online feedback form where donors can contribute ideas for your organization to further its cause, and then set aside some time at each board meeting to discuss donors’ ideas. Record your discussion in your board’s minutes and make them publicly available to show donors that you’re acting on their ideas. 
• Matching gift program: According to 360MatchPro’s matching gift statistics page, more than 18 million people work for companies with matching gift programs. This is a great opportunity for your donors and board members to collaborate and research potential match opportunities, especially if many of your board members and donors happen to work for the same company. 

Maintaining board and donor engagement is one of the most challenging aspects of running a mission-driven organization. But by facilitating a working relationship between your board members and your donors with plenty of involvement opportunities, you can effectively engage both groups at once. 

Building an open line of communication. 

Connecting your board members with your donors also opens an essential line of communication between the individuals who steer your organization and the individuals who make those strategic plans possible.

As your board works on your organization’s long-term goals, they should be interested in your donors’ preferred direction for the future of your organization. Similarly, your donors want to know how their contributions are being used to forward your mission, and sharing this impact can play an important role in enhancing your donor communications. 

There are several ways that you could open the line of communication between your board members and your donors. You can: 

• Publish your board meeting minutes: Most often, your board members will discuss how to allocate donations, and donors have a right to know this information. Consider publishing a public-facing version of your minutes for your donors to review. This Boardable guide to board meeting minutes can help you record efficient and comprehensive notes that cover all the necessary details your supporters need to know. 
• Host Q&A sessions: Invested donors would be delighted to have an evening to ask board members all of their questions about how your organization works and how you’re achieving your mission. 
• Involve donors in the board member selection process: It can be hard to determine if a prospective board member is the right person for your organization. Getting some input from donors can help you decide who to involve while simultaneously allowing your donors to play a bigger role in your organization.

Bridging the communication gap between donors and board members can clear up any points of confusion and make it easier to plan for big-picture changes that appeal to all parties. That way, everyone will be on the same page about how to move forward and will appreciate knowing their opinions matter.

Increasing transparency.

Fraud and corruption risk don’t only impact for-profit organizations — they’re a threat to the mission-driven world as well. With this in mind, it’s understandable that your donors will want to know how their money is being spent. 

Donors might feel more trusting of your organization if they feel connected to your board members. If you’re transparent about your onboarding process for new members, how your board meetings are run, and what tasks your board handles, your donors will have a better sense of your board’s purpose and your organization’s goals. 

Another way to increase transparency between your board and your donors is to publish the results of all voting items after a meeting. This way, your donors can understand what decisions were made and how this will impact your strategy moving forward. 

Overall, the more transparency you can offer your donors, the better. Not only does increasing your board’s transparency reduce the distance between board members and donors, but it also ensures that you’re managing your organization honestly and ethically.

Adding a more personal touch. 

Because donors naturally outnumber your board members, your donors might feel as though their voices aren’t being heard by your organization’s leaders. When it comes to building lasting relationships with your supporters, you want to show your donors that they are invaluable to your organization. 

For this reason, connecting your donors with board members can add a personal touch to the way that you conduct your supporter relations. As you probably know, personalizing your outreach materials and segmenting your donors often leads to higher response, conversion, and retention rates. 

So, if personalization can enhance your fundraising and outreach efforts so significantly, why not apply the same personal approach to relationship-building? With these strategies, you can potentially create lasting connections for years to come. 

To take a personalized approach to the donor experience, designate a point of contact or two for donors to reach out to with feedback or suggestions. Donors will feel as though they have a direct line for sharing their suggestions. For larger donor bases, you might consider only sharing the contact information with major donors, because an influx of emails or calls can easily overwhelm your board members. 

Your board members can also get involved with other aspects of interacting with donors. For instance, they might personally reach out to request donations or say thank you to those who have recently given to deepen those connections even further. No matter your approach, connecting your donors with your board members will naturally personalize each donor’s experience.

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Connecting your board members with your donors is a great way to grow your organization’s community, encourage more people to get involved, and give your donors insight into the inner workings of your organization. Although it might take some extra effort to forge these connections, they can propel your organization’s work forward. 

Author: Jeb Banner is the founder and CEO of Boardable, a board management software provider for mission-driven boards. He is also the founder of two nonprofits, The Speak Easy and Musical Family Tree, as well as a board member of United Way of Central Indiana and ProAct. Jeb is based in Indianapolis, Indiana.

What is your volunteer program’s brand? Or, maybe a better question, does your volunteer program have a brand, to begin with?

Your volunteer program’s brand encompasses your logo, brand colors, fonts, and the tone and message you’re trying to convey to your audience. When these elements are streamlined and cohesive, your brand becomes a powerful marketing tool for appealing to and recruiting new volunteers to help your cause. 

If you’re looking for creative ways to engage volunteers and increase your program’s brand recognition, you’re in the right place! We’ll review these four tips for boosting your volunteer program’s brand awareness: 

1. Create a brand style guide. 
2. Develop your brand’s personality.
3. Design branded merchandise.
4. Use uniform branding across marketing platforms.

Ready to improve your volunteer engagement strategy with greater brand awareness? Let’s dive in. 

1. Create a brand style guide. 

It’s vital to document all of your brand elements in a written style guide. This guide should consist of all of the defined elements that your team will need while creating any communications on behalf of your organization. Your brand style guide is a crucial guiding resource for creating digital and print marketing materials. 

Your brand style guide should include specifications for your brand’s:

• Logo – Include several logo variations, such as black and white versions or other color options.
• Colors – Note your brand colors with their hex codes and label primary and secondary colors.
• Fonts – List all of your approved fonts, when each font should be used, and specify the guidelines for using bold, italics, and different font sizes.
• Tone/message – Provide information on the tone of your volunteer program’s brand by mentioning the types of words your team members should use and when or avoid communications and describe your brand’s personality.

Remember to make your volunteer program style guide easily accessible once completed. Send it out to your full team, and let them know who to contact if they have any questions or concerns. This ensures that everyone is aligned with your brand guidelines!

2. Develop your brand’s personality.

Beyond the visual elements, one of the most impactful elements of your brand strategy is your brand’s personality, tone, and message. These elements convey your program’s beliefs and values and form a strong impression in audience members’ minds.

Your brand’s story and personality are crucial factors that will help you get the attention of your target audience. A brand personality refers to the human characteristics that are associated with a brand. For example, a friendly brand will use more of an informal tone and warm, inviting colors.

Getting Attention’s nonprofit branding guide describes these main elements of developing your brand’s message:

• Connect with your audience using a message that compels them to act.
• Make interacting with your brand a rewarding experience for volunteers.
• Include calls to action to encourage prospective volunteers to join your organization.
• Create a memorable message using emotion and tangible rewards. 

When you develop your brand’s personality, it allows you to determine how you will choose other brand elements, such as colors and fonts. These help craft a well-rounded sensory experience for your target audience.

3. Design branded merchandise.

Creating branded merchandise turns your volunteers into walking advertisements for your program. When they wear or use your merchandise in public, they help spread awareness of your logo, colors, and other brand elements. These also make great gifts to show gratitude to your helpful volunteer team!

Consider creating branded merchandise such as:

• T-shirts – This is a great way to promote your volunteer program to a larger audience. Use a t-shirt design platform to develop your custom t-shirts. Remember to brand your t-shirts with your organization’s logo and colors.
• Mugs – Designing mugs with your organization’s logo along with your volunteers’ names reminds them of your organization each time they enjoy a drink! Plus, your logo won’t wear away over time.
• Tote bags – Tote bags can be used over and over again, at the grocery store, department stores, or just for general storage. Consider offering a sustainable tote bag designed for every age and brand it with your company’s colors and logo.
• Sweatshirts – Who doesn’t love comfy sweatshirts? This will not only make a great gift for your volunteers but will easily help get your organization’s name across when your volunteers wear it.

Make things fun by asking your volunteers to participate in a design competition. Ask volunteers to submit design ideas and allow them to vote on their favorites using a poll system. This is a great way to get all your volunteers engaged and feel a part of your nonprofit.

4. Use uniform branding across marketing platforms.

Now that you’ve got a better understanding of your brand’s elements and personality, it’s time to get your strategy up and running. As InitLive’s volunteer management guide explains, effective volunteer recruitment requires a multi-channel marketing approach. To keep your brand consistent and raise awareness, we recommend keeping your branding elements uniform across platforms.

These platforms include your:

• Volunteer management app – This will help you improve your communications with your team by sending alert notifications to everyone all at once. Your volunteer management app can be branded with your logo, colors, and fonts to help reinforce brand recognition and offer volunteers a professional, uniform experience. 
• Social media profiles – Social media is one of the most effective ways to reach a large audience all at once! Create fun and engaging posts and stories to attract your viewers. This is the perfect way to tell a story about what your organization is all about.
• Printed materials, such as flyers and direct mail advertisements – This is the time to use your graphic design skills and create exciting flyers and other marketing materials to get your name and brand across! Post these in high-traffic areas where your target market is most likely to see them.

Every marketing message that is created on behalf of your volunteer program is an opportunity to inspire and bring in new people to support your cause. This is why it’s crucial to ensure that all of your materials and communications promote a consistent and cohesive brand story.

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Exceptional branding is critical to help you raise awareness of your volunteer program. Now that you’ve learned several ways to boost your program’s brand recognition, it’s time to start planning accordingly and put it into action! Whether you want to attract new volunteers or remind your organization’s existing volunteers why they dedicate their time to your organization, investing in a well-thought-out brand will set your program up for success!

About the Author

Shreya Tragad

Shreya is a creative content creator focusing on delivering information about the importance of volunteerism for nonprofit organizations. She is passionate about creating engaging content, writing, and graphic design to help viewers easily retain information. You can find her work at www.initlive.com or on Linkedin and Twitter.

Digital tools have enabled nonprofits to expand their reach further than they could through traditional means. Whenever your nonprofit posts on social media, texts and emails supporters, or hosts virtual events, you’re taking steps to build your network and attract more attention to your cause. One of your best assets for online outreach may be a little less obvious: your supporters. 

Each of your supporters has a personal network that extends beyond your nonprofit. Many of your supporters’ friends and family may also be interested in supporting your nonprofit, and you can get in touch with them through a peer-to-peer campaign. Plus, with a peer-to-peer campaign, new supporters will be more inclined to give to someone they know personally than to your nonprofit performing cold outreach. 

Peer-to-peer campaigns have several moving parts, and helping your volunteer fundraisers find success requires a combination of careful strategy and the right software tools. To help your nonprofit maximize its reach through your peer-to-peer campaigns, this article will explore how to:

1. Provide your volunteers with resources. 
2. Onboard your volunteer fundraisers. 
3. Invest in peer-to-peer software. 
4. Follow up with new donor contacts. 

These tips can be used for all types of peer-to-peer campaigns, whether you’re fundraising, launching a nonprofit advocacy campaign, or promoting an event. No matter which type you’re hosting, be sure to support and thank your volunteers throughout the entire campaign to solidify their connection to your cause and potentially earn a long-term volunteer. 

1. Provide your volunteers with resources. 

Donors are motivated to give for a variety of reasons, and many of them choose to support causes that they or their friends and family have a personal connection with. In fact, according to 360MatchPro’s fundraising statistics, Millennials are far more likely to support and engage with causes if their peers already are. 

Of course, many nonprofits already know that peer-to-peer fundraisers work, as 360MatchPro also reports that 39% of nonprofits use a peer-to-peer fundraising platform. However, knowing your nonprofit should host a peer-to-peer campaign and knowing what resources your volunteers will need during your campaign are two different things. 

To help support your volunteers, be sure to provide them with:

• Fundraising pages. Peer-to-peer campaigns work because the donors this fundraiser attracts have personal relationships with your volunteers. You can make the most of these connections by allowing donors to give to specific volunteers through customizable fundraising pages. Encourage your volunteers to make these pages their own with photos, their stories, and other personal details. 

• Information and statistics. Your volunteer fundraisers believe in your cause, but many of them might need a little help pitching your nonprofit to others. Provide your volunteers with stories and statistics about your cause that they can share while campaigning on your behalf. 

• Outreach strategies. What is the most effective way to reach potential donors? Chances are that few of your volunteers are fundraising professionals, and your nonprofit can help them answer this question by providing advice on how to best reach donors. For instance, some nonprofits implement peer-to-peer texting strategies to take advantage of high text message open rates. 

By providing volunteers with resources, you will improve their ability to fundraise on your behalf and also create a better experience for them. Remember that peer-to-peer campaigns are also an opportunity to engage volunteers and build stronger relationships with them that can secure their future support.

2. Onboard your volunteer fundraisers. 

While your volunteers could theoretically jump straight into fundraising after they’re recruited, doing so will likely lead to a confused and uncoordinated campaign. Be sure to set up an onboarding process and have your volunteers complete it before giving them the go-ahead to start fundraising. 

For most nonprofits, the onboarding process will likely include sending volunteers several helpful documents they can refer to throughout your peer-to-peer campaign and arranging a meeting to touch base with all volunteers and answer questions. During your onboarding process, make sure you cover the following steps:

• Teach them how to use software tools. As mentioned, providing your volunteers with personal fundraising pages can help them gather more support. To help them make the most of these pages, spend time teaching them how to customize their page and share templates they can use to get started. 

• Go over branding guidelines. While you should encourage each of your volunteers to share their own stories and personal relationship with your nonprofit, you’ll also want to provide them with information about your nonprofit branding strategy. For example, you might share specific phrases they should use when discussing your nonprofit, promotional images they can share and other general advice for how to properly represent your organization.

• Connect them with their manager and other volunteers. Throughout your peer-to-peer campaign, there might be times when your volunteers will need help. Make sure they know who your volunteer manager is and how they can get in touch with them. Additionally, encourage your volunteers to get to know one another so they can support each others’ campaigns. 

During the onboarding process, you should also discuss your peer-to-peer campaign’s general strategy to make sure your volunteers and your nonprofit are on the same page. This might include when they should launch their campaigns, what social media platforms they should use, and what your campaign’s overall goal is.

3. Invest in peer-to-peer software.

Online peer-to-peer campaigns rely on software to function, and the platform your nonprofit chooses will shape your campaign’s fundraising strategy. There are many different peer-to-peer fundraising solutions available, each focusing on a different aspect of peer-to-peer campaigns. When assessing solutions, look for the following features:

• Fundraising pages. Customizable fundraising pages should be one of your top priorities to help your volunteers put a personal touch on their campaign. Be sure the solution you choose has user-friendly customization tools so your volunteers can easily edit their pages. 

• Reporting and analytics tools. Your peer-to-peer campaign will generate a lot of data from both your volunteers and new donors. Ensure your peer-to-peer software solution has real-time reporting and allows you to create custom reports and segment your supporters based on key metrics. 

• Event management features. If you’re planning to run an event alongside your peer-to-peer campaign, consider choosing a solution with event management tools. These can include event registration pages and communication tools, so you can quickly send out event invitations to donors your volunteers connect with during your campaign. 

If you invest in a new peer-to-peer solution, be sure to give your team time to familiarize themselves with your software. This way they will be able to better help your volunteers learn how to use key features and can provide assistance if they run into any technical issues. 

4. Follow up with new donor contacts. 

Many donors who give during peer-to-peer fundraisers tend to only give one-time gifts, as they donated to support their friend or family member and are less familiar with your nonprofit. However, with the right data management and communication strategies, your nonprofit can increase your ability to retain even these donors. 

During your campaign, you will collect basic information about these donors, such as their contact information, the size of their gift, and that they have a connection to one of your volunteers. This information might seem limited, but it can still be useful for your outreach efforts. Salsa’s guide to smart engagement technology provides insight into how your data can help your communication strategy, especially for automated messages:

• When to communicate. When should you get in touch with your new supporters? While you should send a thank you message immediately after your donors’ first gift, when should you next get in touch with them? Run A/B tests to find both how frequently and the best times of day to send messages. For example, you might find that emails tend to see higher response rates in the middle of the day around lunchtime, whereas social media posts do better in the evening. 

• How to communicate. What channels should you use to message your supporters? During a peer-to-peer campaign, if your volunteers primarily used Facebook to perform their outreach, your nonprofit might receive higher engagement rates if you send Facebook messages rather than emails to these donors. 

• What to communicate. Tailor each message to its recipient. This means including personal details, such as addressing each supporter by their preferred name and referencing their participation in your peer-to-peer campaign. Additionally, when it is time to make another donation request, try basing the amount you ask for on the donors’ previous gift. 

Additionally, be sure to also follow up with your volunteers after your peer-to-peer campaign. Thank them for all of their hard work, and consider other appreciation activities, such as hosting events or sending small gifts like your nonprofit’s merchandise, to help build long-term relationships that can come in handy during your next peer-to-peer fundraiser. 

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Peer-to-peer fundraisers can be complicated campaigns with several moving parts. But with the right management strategies, your nonprofit has the potential to expand your outreach far beyond your current supporter network. Be sure to provide your volunteers with the tools they need and take the steps to make sure you stay in touch with them. Good luck!

About the Author

Craig Grella

Craig Grella is a Content Marketer at Bonterra, the leader in social good technology. Bonterra enables and elevates the hardworking people at organizations that do social good by bringing together best-in-class tools and technology. In his role, Craig serves thousands of nonprofits and advocacy organizations across the U.S.

Craig focuses on digital strategy using email marketing, online advertising campaigns, SMS campaigns, CRM management, reporting/analytics for KPIs, and more. He’s also the founder of Think Big Campaigns, a full-service consulting firm that specializes in political consulting, digital organizing, and issue advocacy.

As fundraising and event software continue to rapidly evolve and improve, your nonprofit has probably gathered a small arsenal of important digital tools and resources to boost your operations. After all, different event software solutions not only allow you to remotely engage with your supporters, but they can also help you process data more efficiently and give you a leg up as you try to reach new audiences from all over the world.

However, among the different event tools you’ve gathered over the past few years, there’s one powerful piece of software that you may have overlooked: online waivers. 

Legally and safety-wise, liability waivers are already a crucial event management tool. But by investing in a dedicated online waiver solution, you can make the most of this seemingly innocuous part of the event check-in process, maximize event success, and improve your supporter relationships.

In particular, we’ll cover the following major benefits of using online waiver software, as well as features to look out for:

1. Convenient event registration processes
2. Data-driven supporter insights
3. Increased personalization efforts
4. Future event planning assistance

No matter if you’re hosting a fitness-filled 5K or an elegant gala, online liability waivers can have a significant impact on the quality of your activities, management abilities, and future event communications.

Let’s dive in.

One of the most well-known benefits of the online waiver is its convenience, both for event participants and your nonprofit’s staff. By removing traditional concerns tied to liability waivers— such as storage, organization, retrieval, and security—you can streamline the signing process and create a safer, more efficient environment for all parties involved. 

In particular, online waivers can boost convenience and simplify the event check-in process by:

• Providing secure cloud storage. Instead of having a huge closet with filing cabinets full of untouched paper forms, you can keep all your waiver information safe and secure in an online database. Waiver information can even be pulled in seconds if you need a particular form.

• Allowing off-site signing. With an online waiver provider like Smartwaiver, participants can sign their liability waivers before even arriving for an event, thus skipping the lines on arrival and ensuring an easy, stress-free adventure. 

• Integrating with marketing materials. Your online waiver can easily be embedded into your own website and/or online registration form for further accessibility and security. Some participants may not feel comfortable inputting their personal details and contact information in an unknown web form, but this way, they never have to leave your trusted domain to do so.

If your nonprofit has yet to make the switch to online event waiver software, now is the perfect time to do so. Take this as an opportunity to research further benefits and start building the foundation that will make event registration as seamless and as comfortable as possible for your donors, advocates, and loyal supporters.

If your nonprofit is already a proud user of online liability waivers, now is an opportune moment to use previously collected data to improve your engagement and donor stewardship strategies. 

Your staff can easily sort through, analyze, and make the most of the donor data from all the online waivers in your database. After all, one of the greatest benefits of online waivers is the ease of collection of useful data, so don’t let this resource go to waste. 

Using your data for marketing purposes is one of the smartest moves you can make, as attendee data can help you to build more effective outreach campaigns as you try to engage, retain, and acquire more support.

Here are some key data points that can be extracted from your online waivers (and some examples of what you can do with them!): 

• Age: Find out what age group the majority of your supporters fall into. If your audience tends to skew younger, you may want to strengthen your online marketing practices, while an older audience may prefer traditional advertising efforts, such as direct mail. 

• Gender: Do your events tend to cater to a predominantly male audience or are your activities composed of mostly female participants? Maybe your nonprofit appeals equally to all people, and that should be highlighted in your outreach efforts.

• Location: Make note of whether the majority of participants come from around the same area as your nonprofit, or whether you have a good portion of tourists or other visitors partaking in the events. Then you’ll know how, when, and where to focus your marketing.

• History: Take a look at whether your participants tend to return after their original experience with your nonprofit. If you have plenty of first-time visitors but few follow-ups, you may want to adjust your guest communication strategy to draw in repeat attendees.

• Referral: In addition to basic contact information, consider asking participants where they heard about your nonprofit (online, word-of-mouth, advertisement, etc.). This is a great way to recognize the impact of various strategies and/or communication channels.

When you analyze and better understand the demographics and lifestyle trends of your current supporters, you’ll have a better idea of how to target those same supporters and others just like them. For more information, check out this AccuData guide to effective data marketing. Learn more about the type of data your team should be tracking so you can create a plan for successful growth.

In addition to any other marketing and communications strategies you may implement, one particular aspect to keep in mind is personalization for each supporter. 

Instead of sending out blanket, over-generalized event emails to your supporters, consider taking a more individualized approach. As you may have already encountered by personalizing your fundraising appeals and other donor outreach methods, personalization can have a powerful positive impact on your supporters, their view of your organization, and their likelihood of engaging with you in the future.

When you deal more personally with your supporters, you can create strengthened donor, volunteer, and attendee relationships that will last far longer than any single event. This is what makes it so important to extract online waiver data and infuse it into your event invitations, updates, and thank-you messages after the fact, strengthening your donor communications.

If you use your online waiver software correctly, you can easily find event attendees’ history with your nonprofit—such as what activities they’ve participated in, whether they’re a repeat customer, and how long it’s been since they’ve visited. Let them know you look forward to seeing them in the future, and consider offering perks like discounts, event merchandise, and other incentives to reconnect with your organization.

Finally, it’s important that your supporters have something to look forward to, especially as you try to steward newer supporters into lifetime donors and advocates of your nonprofit. Start planning events to boost excitement and build on the momentum you’ve gained from your previous events.

Thanks to the internet and other online tools, you can start to drum up interest well before the time of an event. With online waiver software, you can let eager participants sign weeks– or even months— ahead of time.

Additionally, you can effectively use donor data you’ve collected from previous event waivers to jumpstart your planning. Use information like past attendee numbers, audience demographics, and even mobility and accessibility limitations to create an event that’s as appealing as possible for your supporters.

Events are a critical part of how you engage with your nation of supporters, which makes it incredibly important to keep them going as smoothly as possible. Make sure you have the right resources to maintain an efficient process, from the planning stages to registration and the completion of your event.

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Not only do online liability waivers protect your nonprofit from lawsuits and legal damage, but they can also offer protection and guidance as you navigate the best practices for creating events that are as efficient and effective as possible.

By streamlining event registration and enhancing future event planning endeavors, your online waivers provide assistance in getting your event management processes into high gear and setting up your organization for greater event success!

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This article was contributed by Daryl McCarl, Director of Business Development at Smartwaiver, the leading digital waiver service trusted by thousands of organizations around the world.