When ZERO Prostate Cancer's peer-to-peer program started slipping, Victoria Vighetto didn't tell her field staff to make more calls. She walked the constituent journey herself — and found the problem sitting in an email.
The call-to-action button was too far down. The sends were landing at the wrong time for open rates. Registration was where people were falling out. 🩵
In this Possible in Practice episode, you'll hear:
Why a fundraising dip is almost never a motivation problem — and the diagnostic question to ask instead
How ZERO ran a three-day, $30K matching challenge and saw fundraising jump more than 50% while registration was still down 14%
What happened when they stopped asking field staff to pull a dozen reports and gave them a work center with a to-do list: who to call, and what to say
How to run personalization at scale for thousands of fundraisers without losing the personal part
The one place to start: register for your own event, make a donation, build a page, and find a single pain point
You'll walk away with a repeatable way to audit your own peer-to-peer program — and permission to fix one thing instead of everything. 🩵
Episode Highlights:
(2:44) Victoria's path into nonprofit work
(3:51) ZERO's mission and the $20M Blitz the Barriers initiative
(5:29) Diagnosing a revenue problem as a systems problem
(6:51) The results: 14% down in registration, 50%+ up in fundraising
(7:57) Removing friction for field staff: from a dozen reports to one work center
(9:57) Automations that meet fundraisers where they are
(10:40) What makes peer-to-peer actually work: keep it personal
(11:54) The cheer coach and the school bus
(13:28) Where to start: walk your own donor journey
(14:28) Ride-along days and leading from the friction
(15:36) A moment of generosity that stayed with her
(17:19) One good thing: make the desired action the easiest action
Join the We Are For Good Community—completely free. Join fellow changemakers, share takeaways from this working session, and keep collaborating in a space built for connection, inspiration, and real impact: www.weareforgoodcommunity.com
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