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Feb 11, 2019

A Question to my P2P Peeps

Not surprisingly, one of our favorite quotes at Analytical Ones is from Peter Drucker: “If you can’t measure it, you can’t improve it.”

Most people in direct response fundraising agree. Perhaps that’s why the fundraising field is filled with metric hungry professionals – everyone wants to learn how to improve their programs and raise more money. Really, this drive for improving fundraising performance is why we are in business.

But there is one fundraising category that seems not to be as metric hungry. And those are our friends who manage Peer-to-Peer fundraising events. While I have some hypotheses, I’m not exactly sure why this is the case.

So, if you work in the P2P space, I’d love for you to review my hypotheses and tell me if these are all wrong. And, if they are, share your thoughts to explain this phenomenon.

  • Hypothesis #1: Boards of Directors view P2P events as more about building the brand of the nonprofit and less about fundraising – so the focus is on executing a memorable event rather than a profitable event.
  • Hypothesis #2: P2P events demand so many long hours of preparation that once it’s done, the staff really don’t have time to evaluate it. The focus is on starting preparation for the next event.
  • Hypothesis #3: By nature, P2P staff are more qualitative than quantitative. They aren’t driven by the numbers like their direct response fundraiser counterparts.
  • Hypothesis #4: P2P events just don’t budget for analytics – so they never can afford them.

Ok P2P people, tell me I’m wrong.

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This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

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Giving (SPAM) Tuesday

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