Team Leaders: Leading the way to fundraising success

Recruiting teams is a great strategy in any Peer-to-Peer fundraising campaign. They give supporters more than if they were participating or fundraising on their own, including a sense of community and accomplishment, encouragement, and support. Through research, we know that charities who use teams raise, on average, more than those who don’t. But if we take a closer look, there’s an obvious driving force leading charities to fundraising success – team leaders.

Setting the Standard

Team leaders have established themselves as the stars of fundraising, particularly in major community events. A great example of just how successful team leaders are in their fundraising is The Sun-Herald City2Surf presented by Westpac. As one of Australia’s biggest major community events, the City2Surf saw close to $4.5 million raised for charities in 2015. By looking at how team leaders were performing compared to team members we saw that they were, on average, raising 260% more! The trend seems to also be confirmed across other events (and virtual events). City2Surf 2015  

Characteristics of Success

You’re probably wondering what makes team leaders so successful in their fundraising? Research conducted by Blackbaud revealed that there are a number of characteristics that team leaders have that often set them up to achieve better fundraising results. First and foremost, these individuals are generally more connected to the cause than other participants. Whether they’re personally affected or know someone affected by the cause, these individuals tend to have a strong underlying motivation to raise funds. In addition to this, team leaders are also great at developing connections and building relationships. They’re also not afraid to leverage these connections/relationships to ask for donations to help reach their fundraising goal.

Finding Team Leaders

Your database is a powerful tool in highlighting potential team leaders. Start off by looking for fundraisers who are exceeding their fundraising goals. These individuals are already showing that they are motivated and engaged in your cause. Now look for others who show a connection to your organisation; this could be volunteers or people who regularly engage with you on social media. As mentioned before, having a connection to the cause is a big contributor to a team leader’s success. While these individuals may not be excelling in the fundraising side of things, if given the right tools, resources and encouragement they will be well on their way to fundraising success.

Taking Action

Now that you know the value of team leaders and how to identify then, it’s time to take action! We have taken the time to put together email templates and phone scripts to help you recruit. While these are a good starting point, we recommend that you tailor them to make them more personalised. Don’t forget that your team leaders may be existing fundraisers, so put some thought into how you can make the additional ask for them to be a leader. What are you waiting for? Get those team leaders onboard!