[NPFX Ep. 41] Improve Donor Retention and Engagement with P2P Fundraising (with Sadé Dozan and Sarah Murry)

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Welcome to The Nonprofit Fundraising Exchange, a podcast from IPM Advancement. Our mission is to empower nonprofits to succeed so they can make the world a better place.

Today’s topic: Improve Donor Retention and Engagement with P2P Fundraising

Peer-to-peer fundraising can account for 10-50% of fundraising revenue for some nonprofits. Advantages of P2P include better donor engagement and retention, increased visibility and reach, and a more personalized donor experience. In today's episode, our panel discusses the benefits of P2P for nonprofits AND donors, pitfalls to watch out for, technologies and tools to help run better P2P campaigns, and more.

Time-Stamped Episode Shortcuts:

  • Introductions [1:58]
  • Benefits of peer-to-peer fundraising for nonprofits [3:56]
  • Benefits of P2P for donors [6:40]
  • How P2P increases donor engagement and diversity of donors [8:01]
  • Succeeding in P2P fundraising with limited resources [11:08]
  • The value of developing toolkits for donors [14:16]
  • Timing P2P campaigns to minimize competition and maximize participation [16:53]
  • The future of P2P, and the impact of technologies like Zoom [18:27]
  • Using tools and technology to make participation simpler for your donors [20:32]

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Sadé Dozan is the Chief of Operations and Development at Caring Across Generations, a national campaign of family caregivers, care workers, people with disabilities, and aging adults working to transform care. Through her decade-long career in organization resource-building and nonprofit development, she has worked to secure funds for inter-generational campaigns, health and community initiatives, as well as economic development pipelines. She brings with her a wealth of project management experience, institutional and donor relations, and fundraising systems development.

Sarah Murry is a Digital Fundraising Consultant based in Atlanta, GA with more than 15 years of fundraising experience managing multi-million dollar campaigns, generating brand awareness, increasing digital revenue for organizations of all sizes, and developing high-performing teams. Sarah has worked for organizations such as Shriners Hospitals for Children, Autism Speaks, American Cancer Society, and BayCare Health System. She holds a Master of Nonprofit Management (MNM) and brings extensive experience in event and relationship management, P2P activation, cross-channel collaboration, major gift fundraising, solicitation of corporate partnerships, and advocating for children and families.


Rich Frazier has worked in the nonprofit sector for over 30 years. In his role as senior consultant with IPM Advancement, Rich offers extensive understanding and knowledge in major gifts program management, fund development, strategic planning, and board of directors development.

Russ Phaneuf, a co-founder of IPM Advancement, has a background in higher education development, with positions at the University of Hartford, Northern Arizona University, and Thunderbird School of Global Management. As IPM's managing director & chief strategist, Russ serves as lead fundraising strategist, award-winning content creator, and program analyst specializing in applied system dynamics.


On average, new IPM clients see a 34.8% increase in direct mail fundraising acquisition response rates within the first year of working with us. Want to learn more?

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