Using New P2P Tools, Mercy Home Triples its Giving Tuesday Revenue

Since its founding in 1887, Mercy Home for Boys & Girls has helped countless youth to escape poverty, abuse, or neglect. Mercy Home has turned to many types of fundraising campaigns to support its vital mission. In recent years, this has included an annual “peer-to-peer” (P2P) fundraising campaign focused on “Giving Tuesday,” which occurs each year in the USA on the Tuesday after Thanksgiving. Giving Tuesday has become the kickoff to the year-end giving season — and a major source of revenue for Mercy Home and thousands of other charities.

The Challenge

Mercy Home in prior years had resorted to hacking their regular donation form to fulfill their peer-to-peer fundraising needs. But as time went on, this “Frankensteined” P2P solution became much harder to maintain and, even worse, its P2P pages were not mobile-responsive. Mercy Home knew that there had to be a better way to execute P2P campaigns, so in 2016 they decided to embrace more sophisticated, purpose-built technology.

The Solution

Mercy Home decided to add the new mobile-friendly Engaging Networks P2P tool – an optional add-on that was co-created with Zuri Group – to the organisation’s software subscription with Engaging Networks. In short order, and with very little help from outside technical staff, Mercy Home was able to create a compelling and engaging P2P campaign to meet their needs. Mercy Home team members found the campaign’s back-end setup fast and intuitive, and using the tools was a breeze, greatly reducing the amount of staff time and effort needed. Team members also took advantage of the easy social sharing feature, a scrolling honor roll and a thermometer to show the campaign’s progress toward its fundraising goal.

The Results

It wasn’t only Mercy Home staff who found the system easy to use. Mercy Home supporters did, too. On Giving Tuesday 2016, the organization’s P2P campaign raised more than $57,000 USD – a dramatic increase over the previous year’s sum of $18,000 USD.

Chloe Green is a copywriter and digital campaigner with almost a decade of experience in the charity and political sectors. She’s delivered campaigns, copy and consultancy for a raft of good eggs including Anthony Nolan, the National Union of Students, St Mungo’s, and Hillary for America. She was Social Media Manager at the Labour Party between 2016–2019 and now she’s Head of Creative with the lovely team at Forward Action. She leads on fundraising emails, UX copy, and all creative facilitation. She’s an expert in email list growth, digital strategy, organic and paid-for social media, and digital mobilisation.

Rachel founded the specialist charity web agency, Rechord, in 1999. Between 1999 and 2012 they created hundreds of different web applications for organisations in the UK and internationally.
In 2013 she became the 'Donor Whisperer' and focused on helping small to medium-sized non-profits to reach new donors and activists and from there increase their income. She uses a unique process that combines the benefits of consultancy with capacity building.
Her clients include Traidcraft Exchange, the Overseas Development Institute, Jubilee Debt Coalition, the Leprosy Mission of England and Wales, Tax Justice UK, The Canary, Humanity and Inclusion, the Anti-Tribalism Movement, BRACE, New Family Social, Arseh Sevom - and that's just the last year.
She also feels weird writing about herself in the third person.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Hannah is Senior Campaigns Officer at the MS Society, working on their local campaigning programme, Local Action for MS and also on social care and carers. She’s worked at the MS Society for a year and a half, and was previously at the MND Association and National Voices.

Executive Director of C6 Digital, London based agency

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Ellen is Campaigns Manager overseeing national and local campaigning at the MS Society. She has worked at the MS Society for 2 and a half years, with roles at Scope and Guide Dogs prior to this.

Having gotten his start organizing with anti-war veterans and working as Sala Labs, Sales Engineer, and Partner Manager, Bryan now brings his expertise to non-profit and mission-driven clients as 4Site Studios Director of Digital Strategy. Specializing in challenging and complex projects, Bryan works with each client to craft holistic approaches tailored to goals, budget, and outcomes.

Mary Margaret Callahan is the Chief Mission Officer for Pet Partners, where she is responsible for leading mission delivery including the therapy animal program and grassroots advocacy program. She joined Pet Partners in 2013 and has worked to establish the organization as both an influencer and a resource within the animal-assisted intervention (AAI) and human-animal bond (HAB) community. In 2018 she was named one of PetAge Magazine’s Women of Influence. Mary Margaret lives on a small farm outside Seattle with her husband, daughter and menagerie of animals including dogs, cats, guinea pigs, chickens, goats and miniature donkeys.

Joe Derry Hall is a freelancer working on creative digital and communications. His interests include tech innovation, upending power and reimagining different futures. Joe has been the winner of a Mozilla Creative Media Award and the joint winner of a BAFTA digital award. He was previously in-house in campaigning and communications roles at Amnesty International, the Climate Coalition, the Ecocide campaign, Save the Children, Scope and others. He is one of the initiators of Right Way Up, an experiment to create a radical, practical new vision for the social change sector.

Anna Chowcat is the Digital Manager at Refuge and oversees the charity’s digital function and output. Since joining Refuge, Anna has been instrumental in introducing a number of digital engagement programmes including digital campaigns, bespoke email supporter journeys and user friendly donate/campaign pages. Before joining Refuge, she has worked in digital engagement and campaign roles at The Labour Party and Leonard Cheshire Disability.