743. Unlock the Full Potential of Your Peer-to-Peer Program — Victoria Vighetto, ZERO Prostate Cancer
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Possible in Practice, a limited series of case studies from the We Are For Good community: the ask they sent, the risk they took, and what happened next. Eight incredible changemakers share what becomes possible when you stop waiting. Dropping Wednesdays starting this week.
About This Episode
Your peer-to-peer program is probably capable of more than it's producing. Victoria Vighetto found out exactly how much more.
When ZERO Prostate Cancer's program started slipping, she didn't push her field staff to call harder. She walked the constituent journey herself and found the ceiling: a call-to-action button buried too low in an email, sends timed badly for open rates, and people falling out at registration. 🩵
In this Possible in Practice episode, you'll hear:
Why an underperforming program is almost never a motivation problem — and what to look for instead
How ZERO unlocked a 50%+ fundraising gain during a three-day, $30K match while registration was still down 14%
What changed when field staff stopped pulling a dozen reports and opened one work center telling them who to call and what to say
You'll walk away knowing where your own program is leaking, and what to unlock first. 🩵
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
Meet Victoria: The Peer-to-Peer Leader Who Unlocks Growth by Removing Friction
Victoria Vighetto is Vice President of Peer-to-Peer and Field Development at ZERO Prostate Cancer, the nation's leading prostate cancer organization. She brings over 14 years in nonprofit management, including five years at Susan G. Komen, where she led teams that raised over $150 million and helped grow the Race for the Cure and More Than Pink Walk series into a top 30 peer-to-peer program nationally. She holds a master's in nonprofit management from the University of Central Florida and joins us from Atlanta.
Powerful Quotes
"Make the desired action the easiest action. So remove the friction, remove the obstacles, make it simple, and it'll happen." — Victoria
"It's not a motivation problem from your staff, and it's not a motivation problem from the participants. It's really a friction, and what can we eliminate?" — Victoria
"When you go through the process, you'll really see the opportunities that you can unlock." — Victoria
"Instead of all the things, pick a thing and do it really, really well." — Victoria
"They go into their CRM, they go to their work center, and they have basically a to-do list of who to call and what to say." — Victoria
"We've historically just talked to one person, like we talked to all of them, and it's not the case. People are individuals." — Victoria
"I'm able to identify what they're actually dealing with and what barriers I can remove." — Victoria
Resources Mentioned
ZERO Prostate Cancer: the nation's leading prostate cancer organization
Blitz the Barriers: ZERO's $20 million initiative to close gaps in prostate cancer care, particularly among Black men, veterans, and rural and high-risk communities
Susan G. Komen / Race for the Cure / More Than Pink Walk: where Victoria helped build a top 30 national peer-to-peer program
American Foundation for Suicide Prevention: the organization Victoria is personally fundraising for — afsp.org
Victoria Vighetto on LinkedIn: the best place to connect with her directly
988 Suicide & Crisis Lifeline: free, confidential support, available 24/7 by call or text
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