At our recent Fundraising Fitness Test user group, one common challenge that the attendees raised was this:
"How do we convert someone who donated to a peer-to-peer (P2P) or tribute page because of a friend, not because of us, when they have no other connection to our charity?"
It's a familiar pain point. A donor decides to support a friend running a marathon or a tribute in memory of someone close. But once that transaction is done, they disappear. You have their details, but no real connection. So how can you warm up that cold lead without piling on the pressure?
Here are five practical ways to begin bridging that gap - and turning "supporters of supporters" into supporters of your cause:
Start With Stealth Appreciation
Instead of jumping in with a charity story, lead with simple, sincere thanks. Recognise the donor's support of the person they donated for. Make it clear you understand their motivation.
"We know you gave because {Tribute Name} meant something to you. Thank you for honouring his memory in this way - it means a lot to our team too."
Contextual Introductions, Not Cold Pitches
Once you've acknowledged the donor's original reason for giving, gently introduce how the person they supported connects to your wider mission.
"{P2P Fundraisers Name} chose to support our hospice because of the care his dad received in his final days. That same care is now being extended to hundreds of families each year and your donation helped make that happen."
Give them a meaningful "why" behind the charity, not just a vague mission statement.
Time Your Follow-Up Thoughtfully
Avoid dropping them straight into your monthly newsletter or a hard fundraising appeal. Instead, wait 2 - 4 weeks and send a softer follow-up. Consider:
- A story that links to the original P2P or tribute page's purpose
- A "behind the scenes" look at what their donation helps achieve
- A subtle invitation to stay in touch (e.g. with a specific email list or upcoming open day)
Segment, Segment, Segment
A donor who came in through P2P or a tribute is not the same as someone who responded to a campaign. Make sure you segment these donors clearly. That way:
- You avoid bombarding them with irrelevant asks
- You can tailor future comms around the original reason they gave
- You can track which messaging actually helps convert them
Use Fundraisers as Bridges
Peer-to-peer donors often have one person in common: the fundraiser. If appropriate, you can empower fundraisers to share content from your charity with their networks or invite their donors to join a cause-specific update list. People are far more likely to act if the messenger is someone they trust.
Example Automated Email
Here is an example of how this could look in a stewardship journey, with smart segmentation and personalised macros.
For P2P Supporters (e.g. Supported Jane's fundraising challenge)
Subject line:
You backed {Fundraiser Name} and they made you proud - thank you!
Body:
Hi {First Name},
Thank you so much for supporting {Fundraiser Name} 's {Event/Challenge name}. We know your donation was made to encourage her incredible effort - and we wanted to echo that appreciation.
Thanks to you and others who supported her, {Fundraiser Name} raised over £ {Fundraising Amount} for . Here's how that's helping:
[Short impact line, e.g. "£50 helps provide a night of care for a family in crisis."]
Thank you for supporting {Fundraiser Name}, who has chosen to fundraise for and all the people we help every day.
If you're curious about where your donation goes, or if you want to know more about the cause {Fundraiser Name} choose to support, we'd love to share a little more:
[Opt in Form]
With gratitude,
Charity Name
Final Thought: Don't Force It
Not every donor wants to become a long-term supporter, and that's okay. However, if you approach them with empathy, context, and relevance, you're far more likely to earn their curiosity and build a lasting relationship that extends beyond a single donation.
Want help building automated journeys like these, with easy segmentation and personalised macros out of the box? Contact usGet in touch!
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