{"id":10391,"date":"2022-07-04T13:20:26","date_gmt":"2022-07-04T13:20:26","guid":{"rendered":"https:\/\/teamheller.com\/?p=10391"},"modified":"2025-05-19T12:21:00","modified_gmt":"2025-05-19T12:21:00","slug":"a-nonprofits-quick-guide-to-peer-to-peer-fundraising","status":"publish","type":"post","link":"https:\/\/teamheller.com\/resources\/blog\/a-nonprofits-quick-guide-to-peer-to-peer-fundraising","title":{"rendered":"A Nonprofit\u2019s Quick Guide to Peer-to-Peer Fundraising"},"content":{"rendered":"\r\n<p><span style=\"font-weight: 400;\">As a nonprofit fundraising professional who has to consistently generate <\/span><a href=\"https:\/\/teamheller.com\/resources\/blog\/building-an-engaged-community-what-you-need-to-know\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">new donor engagement ideas<\/span><\/a><span style=\"font-weight: 400;\">, you might find yourself struggling from time to time to think of new ways to bring funds into your organization. Email campaigns, annual events, donor outreach, direct mail appeals \u2014 at this point, you\u2019ve tried it all. Your supporters are looking for something new to inspire them, and your organization is searching for a way to launch its fundraising efforts forward.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">What your nonprofit needs is a<\/span><b> peer-to-peer (P2P) fundraising campaign<\/b><span style=\"font-weight: 400;\">. These initiatives empower supporters to fundraise on your organization\u2019s behalf. They give passionate supporters a new way to engage with your organization and help get your nonprofit\u2019s name out in the community. Best of all, they can be woven into your existing fundraising programs!<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">In this quick guide, we\u2019ll cover everything your organization needs to know about P2P fundraising in the following sections:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is Peer-to-Peer Fundraising?<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Peer-to-Peer Fundraising Campaign Ideas<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Best Practices for Successful Peer-to-Peer Campaigns<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">P2P fundraising can take place fully online, but many campaigns also include an in-person celebratory event to wrap up the campaign. Whether you&#8217;re pursuing this as a <\/span><a href=\"https:\/\/blog.donately.com\/online-fundraising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">digital fundraiser <\/span><\/a><span style=\"font-weight: 400;\">or taking a hybrid approach, be sure to invest in an online fundraising platform. These software solutions provide tools for building an online donation page and empowering supporters to build their own pages.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Ready to dive into the world of P2P fundraising? Let\u2019s begin!\u00a0<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">What is Peer-to-Peer Fundraising?<\/span><\/h2>\r\n<p><a href=\"https:\/\/recharity.ca\/what-is-peer-to-peer-fundraising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Peer-to-peer fundraising is a fundraising method<\/span><\/a><span style=\"font-weight: 400;\"> that involves supporters soliciting donations on behalf of a nonprofit organization. It differs from other popular online fundraising initiatives like crowdfunding in that it\u2019s fully supporter-led. Your organization provides the technology and motivation, but it\u2019s the individual supporters themselves who set their own fundraising goals and gather donations from family members and friends.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Here\u2019s what the P2P fundraising process looks like:<\/span><\/p>\r\n<ol>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Set an overall fundraising goal. <\/b><span style=\"font-weight: 400;\">Determine how much revenue you\u2019re hoping to raise from the P2P campaign. Review results from past fundraising campaigns to set an ambitious, but reasonable, goal.\u00a0\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Design your main fundraising page with the help of online fundraising software.<\/b><span style=\"font-weight: 400;\"> Choose a virtual fundraising platform that allows you to design a streamlined P2P fundraising page. Include a description of your fundraising goal and what the funds will be used for. Also, add a compelling image that conveys emotion and represents what your fundraising efforts are all about.<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Recruit peer-to-peer fundraisers and encourage them to set up their personal pages. <\/b><span style=\"font-weight: 400;\">Look through your supporter database to identify prospective P2P fundraisers. These individuals may be engaged volunteers, donors, board members, and other advocates who have a history of supporting your organization. Also, get in touch with companies and ask if they would incorporate your P2P campaign into their ongoing corporate philanthropy program. Reach out to them using your email and social media platforms to request their assistance in your fundraising initiative.\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Promote your campaign and motivate participants to reach their goals. <\/b><span style=\"font-weight: 400;\">As your campaign gets underway, post social media updates highlighting progress made toward your goal. Send regular reminders to participants to keep sharing their fundraising pages so they can reach their personal goals.\u00a0<\/span><\/li>\r\n<\/ol>\r\n<p><span style=\"font-weight: 400;\">Nonprofits of all sizes can host peer-to-peer fundraisers, and they come with a long list of benefits. These campaigns are a great way to engage long-time supporters <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">introduce your cause to a wide variety of new supporters. Since participants share their fundraising pages on social media platforms, they promote your cause to a wider audience than your organization has access to on its own.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Plus, P2P fundraising is highly adaptable, and you can pair it with <\/span><a href=\"https:\/\/teamheller.com\/resources\/blog\/how-to-pull-off-a-nonprofit-event-that-gets-donors-talking\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">a variety of events and initiatives<\/span><\/a><span style=\"font-weight: 400;\"> depending on your organization\u2019s budget and goals.\u00a0<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Peer-to-Peer Fundraising Campaign Ideas<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">There\u2019s no shortage of effective, engaging peer-to-peer campaign ideas to choose from. But whatever type of campaign you decide on, ensure you\u2019ve got the necessary tools in place to support it, such as an online fundraising platform and marketing strategies for getting the word out.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">If you\u2019re looking for some inspiration, <\/span><a href=\"https:\/\/blog.donately.com\/peer-to-peer-fundraising\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Donately\u2019s peer-to-peer fundraising guide<\/span><\/a><span style=\"font-weight: 400;\"> offers several campaign ideas such as:<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Viral video challenge<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Everyone\u2019s familiar with online video challenges such as the ALS Ice Bucket Challenge that went viral several years ago. These challenges are fun for participants, and they generate publicity for your cause.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">For this P2P idea, you&#8217;ll challenge supporters to complete a certain task (such as reaching 10,000 steps per day, dyeing their hair, or giving up a certain habit or vice). Then, they&#8217;ll solicit donations from their friends and family in support of them completing the challenge.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Encourage participants to share social media videos of themselves participating in the challenge along with a link to an online donation page. They can tag friends in the post to spread the challenge to a wider audience.\u00a0<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">5K or fun run<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">5K events are classic nonprofit fundraisers that spark friendly competition among participants. You can host a virtual 5K to open your event to a wider audience. You can also make your 5K more exciting by adding a fun twist, such as making it a color run where participants are showered with colorful powder or a Krispy Kreme run where participants must eat a dozen donuts halfway through the race.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">A-thon style event<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">You may have heard of walk-a-thons, dance-a-thons, or bowl-a-thons. A-thon style events require participants to collect pledges and participate in a certain activity for as long as they can. These events can help acquire new supporters for your cause as participants share their fundraising pages throughout the experience.\u00a0<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Giving day<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Infuse your P2P campaign with a sense of urgency by hosting an annual giving day event. These initiatives challenge supporters to raise a certain amount of money in just 24 hours.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">For example, you\u2019ve likely heard of the most popular giving day, #GivingTuesday, which is a global generosity movement that occurs on the Tuesday after Thanksgiving to inspire donors to give to worthwhile causes. In 2021, <\/span><a href=\"https:\/\/issuu.com\/givingtues\/docs\/givingtuesday_impact_report_2021?fr=sNjI4NzQ1ODg1Njc\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">nearly $3 billion<\/span><\/a><span style=\"font-weight: 400;\"> was raised in the U.S. alone. The amount of money this day raises for the nonprofit sector goes to show just how effective giving days are.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Encourage participants to share their personal giving pages or your main campaign page frequently throughout the day to help reach your goal.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">No matter what type of P2P fundraiser you pursue, be sure to promote your opportunity well in advance so supporters have enough time to sign up and add your event to their schedules.\u00a0<\/span><\/p>\r\n<h2><span style=\"font-weight: 400;\">Best Practices for Successful Peer-to-Peer Campaigns<\/span><\/h2>\r\n<p><span style=\"font-weight: 400;\">Whether this is your first P2P initiative or your 20th, it\u2019s never a bad idea to review some strategies for making your campaign as effective as possible. Here are our top tips for a <\/span><a href=\"https:\/\/teamheller.com\/resources\/blog\/tips-and-strategies-for-running-a-peer-to-peer-fundraiser\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">successful P2P fundraiser<\/span><\/a><span style=\"font-weight: 400;\">:\u00a0<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Design your campaign page effectively.\u00a0<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">It\u2019s important to optimize even the smallest details on your main fundraising page because supporters will turn to it for inspiration when designing their personal pages.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Keep these best practices in mind when crafting your main P2P page:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Use compelling visuals that capture emotion.<\/b><span style=\"font-weight: 400;\"> For instance, include photos of volunteers cleaning up a local park or a family adopting their new pet from your shelter.\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Keep a running tally of your fundraising progress.<\/b><span style=\"font-weight: 400;\"> A fundraising thermometer will automatically update to show prospective donors how much you still need to raise to reach your goal, which can influence them to give.\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Keep it simple. <\/b><span style=\"font-weight: 400;\">Your P2P page doesn\u2019t need to be overly complex. Including a brief description of your fundraising efforts with just one or two visuals will provide everything prospective donors need to know to make their decision.\u00a0<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">An effective campaign page can mean the difference between successfully securing a donation and having audience members scroll right past your posts. The more intuitive your page is, the more likely it is for someone to take a moment to learn about your cause and submit a donation in support of their loved one who asked them to give.<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Proactively market your campaign.<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">A proactive, comprehensive marketing campaign is essential to the success of your P2P campaign. To reach the widest audience of potential donors, take a multichannel marketing approach. This allows you to reach different demographics within your overall nonprofit audience.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Promote your fundraising efforts on platforms such as:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Email: <\/b><span style=\"font-weight: 400;\">Use email to reach out to prospective P2P participants ahead of the campaign. Then, when the initiative is underway, share your main campaign page in your email newsletter to inspire people to donate.\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Social media: <\/b><span style=\"font-weight: 400;\">Post frequent updates on your fundraising progress on platforms such as Facebook, Twitter, and Instagram. Search for your supporters\u2019 fundraising posts and comment, like, and share them to acknowledge and motivate participants to complete their goals.\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Your website: <\/b><span style=\"font-weight: 400;\">Share fundraising updates on your website\u2019s blog or include a fundraising thermometer on your homepage to showcase progress.\u00a0<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>External sources:<\/b><span style=\"font-weight: 400;\"> For example, reach out to your corporate partners to ask if they would share your P2P opportunity using their internal company newsletter or team meetings. You can also reach out to local news outlets like your local newspaper or radio station to submit a press release regarding your upcoming event.\u00a0<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">The success of your campaign also depends on supporters\u2019 ability to share their pages widely and solicit donations from family members and friends. You can create a P2P fundraising guide with marketing tips for supporters to use to promote their campaign pages. Mention best practices such as including a personal story about supporters\u2019 connection to your cause and posting at peak social media times for maximum exposure.\u00a0<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Promote matching gifts.<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">In matching gift programs, companies pledge to match donations that their employees make to eligible nonprofits. According to <\/span><a href=\"https:\/\/doublethedonation.com\/tips\/matching-grant-resources\/nonprofit-fundraising-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Double the Donation\u2019s fundraising statistics page<\/span><\/a><span style=\"font-weight: 400;\">, one in three donors say they\u2019d give a larger gift if they knew it would be matched and doubled, which can heavily influence major campaigns like peer-to-peer fundraisers.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Donors are drawn to these programs because they can make a bigger impact on their favorite organizations without having to reach back into their own wallets.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Peer-to-peer campaigns represent an excellent opportunity for your organization to spread awareness of matching gift programs and secure any additional funds you might have otherwise missed. Use your marketing channels to spread the word and encourage corporate P2P participants and donors to research their matching gift eligibility.\u00a0<\/span><\/p>\r\n<h3><span style=\"font-weight: 400;\">Thank peer-to-peer participants.\u00a0<\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">Your peer-to-peer fundraising campaign wouldn\u2019t be complete without an appreciation strategy. When your campaign concludes, thank everyone involved for contributing to its success, including your volunteer fundraisers and the new donors you acquired along the way.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">When crafting your supporter thank-you messages, make sure they are:<\/span><\/p>\r\n<ul>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Personal: <\/b><span style=\"font-weight: 400;\">Address the letters with supporters\u2019 names and conclude them with the signature of an individual at your organization, such as the head fundraising officer or executive director.<\/span><\/li>\r\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Specific: <\/b><span style=\"font-weight: 400;\">Reference each supporter\u2019s unique contributions. For instance, you might say, \u201cSarah, thank you for hosting a personal fundraising page. Your incredible efforts raised $250 for our cause.\u201d<\/span><\/li>\r\n<\/ul>\r\n<p><span style=\"font-weight: 400;\">Also, ensure that your thank-you notes leave the door open for future engagement. Let your supporters know what you have going on next, whether it\u2019s upcoming volunteer opportunities or an annual fundraising gala. This gives both new and long-time supporters a way to stay involved in your cause for the long term, <\/span><a href=\"https:\/\/teamheller.com\/resources\/blog\/donor-retention-how-to-inspire-your-donors-to-stick-around\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">boosting your retention rate<\/span><\/a><span style=\"font-weight: 400;\">. <\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Before you launch your next peer-to-peer fundraiser, take some time to set your goals and explore your options for robust P2P fundraising software and <\/span><a href=\"https:\/\/blog.donately.com\/online-donation-tools\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">giving tools<\/span><\/a><span style=\"font-weight: 400;\">. Then, you\u2019ll be in a good position to incorporate other best practices, such as designing an effective campaign page and marketing your initiative to a wider audience.<\/span><\/p>\r\n<h3>About the Author:\u00a0<\/h3>\r\n<h3><span style=\"font-weight: 400;\">Jacob Spencer &#8211; <a href=\"https:\/\/donately.com\/\" target=\"_blank\" rel=\"noopener\">Donately<\/a><\/span><\/h3>\r\n<p><span style=\"font-weight: 400;\">I strive to make every step of our customer journey as enjoyable as possible. My goal is to turn everyone that trusts <a href=\"https:\/\/donately.com\/\" target=\"_blank\" rel=\"noopener\">Donately<\/a> into a raving fan! Raising funds can be daunting, but we know that with the right tools, it can and should be easy.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Throughout my career, I&#8217;ve been able to help sales and success teams tackle new markets, grow and expand.\u00a0<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">Leading with empathy, listening to actually solve problems, and remembering that we are all human are the key elements to growing any business in a meaningful way.<\/span><\/p>\r\n<p><span style=\"font-weight: 400;\">When I&#8217;m not working you can find me spending time with my wife, 2 boys and our Border Collie, Abbie. Family&gt;Everything.<\/span><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>As a nonprofit fundraising professional who has to consistently generate new donor engagement ideas, you might find yourself struggling from time to time to think of new ways to bring funds into your organization. Email campaigns, annual events, donor outreach, direct mail appeals \u2014 at this point, you\u2019ve tried it all. Your supporters are looking [&hellip;]<\/p>\n","protected":false},"author":21,"featured_media":10393,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[],"ppma_author":[478],"class_list":["post-10391","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nonprofits"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Nonprofit\u2019s Quick Guide to Peer-to-Peer Fundraising - Heller Consulting<\/title>\n<meta name=\"description\" content=\"Interested in starting a peer-to-peer fundraiser to support your nonprofit? 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