“Peer-to-peer fundraising” is a time period that will get thrown round quite a bit, however you’d be stunned how many individuals solely have a obscure thought of what it’s and the way it works! We’ve zeroed in on the 4 most vital features you have to know.

The Definition of Peer-to-Peer Fundraising

Typically peer-to-peer and crowdfunding are used interchangeably, however that’s not fairly proper. Peer-to-peer fundraising is a particular sort of crowdfunding that empowers a corporation’s supporters to fundraise on their behalf, soliciting donations from their social networks. Typically it’s referred to as P2P, social fundraising, or crew fundraising.

peer-to-peer fundraising explained

Crowdfunding campaigns contain a fundraiser (a nonprofit group or a person) straight soliciting donations from donors. A crowdfunding marketing campaign could have one central web page that the organizer shares to gather donations.

A peer-to-peer marketing campaign, nevertheless, has a number of pages run by totally different individuals accumulating donations. Because of this, all the cash goes to the identical place and also you’re rising your donor base.

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The Advantages of Peer-to-Peer Fundraising

Whereas a peer-to-peer marketing campaign could appear extra advanced (and it’s), there are particular advantages to utilizing peer-to-peer campaigns that you simply don’t get with direct crowdfunding.

Donor Acquisition

Peer-to-peer campaigns can assist develop your donor base through the use of present supporters to usher in new supporters. Your nonprofit can’t solicit considered one of your supporters’ relations to assist your trigger. However your supporters can definitely speak to their very own relations and mates about your nonprofit and encourage them to donate to a web page they’ve arrange in your behalf. You possibly can name it the Faberge Technique of Donor Acquisition.

Peer-to-peer campaigns show you how to attain new audiences that you simply wouldn’t have entry to in any other case. Finally, this makes peer-to-peer fundraising good for nonprofits seeking to develop.


It’s no secret that testimonials are a strong fundraising device. Your nonprofit could have unimaginable applications and providers which are important to your neighborhood. But, no quantity of numbers and charts will have the ability to have the impression of actual individuals sharing how your nonprofit has made a distinction of their lives. With peer-to-peer fundraising, testimonials are in-built. This implies your supporters will use their fundraiser pages to inform about their private connection to your nonprofit.

Peer-to-peer marketing campaign


Peer-to-peer campaigns add a little bit of pleasant competitors and a sense of success to the fundraising course of. Ideally, we might all spend time elevating cash for causes which are vital to us. However the reality is, most of us are busy and produce other issues to be doing in our spare time. Nevertheless, including the potential for profitable bragging rights for being the highest fundraiser or getting a cool prize is usually sufficient to get individuals to throw themselves into nonprofit fundraising with gusto.

In case you’re undecided what “gamification” means, consider Fitbit. They took one thing many individuals don’t get enthusiastic about (strolling) and added the flexibility to earn badges. For some purpose, that alone was sufficient to inspire the chronically-sedentary lots to go for day by day walks. Humorist David Sedaris has a hysterical essay in regards to the lengths he went to (together with wandering his neighborhood selecting up rubbish) simply to earn awards from Fitbit. So, gamification proves we don’t develop out of working for gold stars after elementary faculty. Peer-to-peer fundraising capitalizes on this. It motivates common individuals to step out and begin fundraising for causes that matter to them by making it enjoyable and fascinating, identical to Fitbit has performed with strolling.

Grassroots and boots

Peer-to-peer fundraising helps nonprofits construct grassroots assist and places extra boots on the bottom. Contemplating you can add to your workforce with out including to the payroll; that is fairly highly effective. Via peer-to-peer campaigns you’re in a position to develop your attain and construct assist on your trigger in your neighborhood.

Varieties of Peer-to-Peer Fundraising Campaigns

We don’t need to blow your minds with an excessive amount of info, however there are literally totally different varieties of peer-to-peer campaigns.

peer-to-peer fundraising is easy


These are peer-to-peer campaigns constructed round an occasion hosted by your nonprofit. Some examples can be charity walks, marathons, galas, vogue reveals, and so forth. Go Endurance’s Ironman 70.3 Michigan marketing campaign makes use of the IRONMAN 70.3 MICHIGAN racing occasion as a possibility to boost funds, convey consciousness, and be energetic locally. This an incredible instance of an event-based peer-to-peer marketing campaign.


Rolling campaigns exist exterior of your group’s deliberate fundraising occasions. These usually focus on a supporter’s life occasion, reminiscent of a birthday or a marriage. Over the previous a number of years Terrance and Kyle have raised over $125,000 via rolling peer-to-peer fundraisers for the Georgia State College Basis. As with their marketing campaign, My Birthday Fundraiser: Beginning a New Chapter, they have a good time their birthday asking for donations towards scholarships in lieu of presents or a celebration.

These sorts of campaigns are magical after they occur! All of the nonprofit has to do is settle for the funds and begin stewarding the brand new donors. Offering assets and assist for rolling campaigns like Terrance and Kyle’s can maintain them coming again to fundraise on your nonprofit yr after yr.


These kinds of peer-to-peer campaigns are clearly tied to a timeline. Examples can be end-of-year fundraising, funding a particular mission, or emergency appeals. The Kilgoris Mission hosts an annual Again-to-College Problem to fund their work of training and feeding 1,775 school-age kids inside a Maasai neighborhood in rural Kenya. Not solely have they continued to extend their targets the previous few years, they regularly surpass them!

Giving days

Giving days are 24-hour giving marathons like #GivingTuesday. Study extra about giving days on Mightycause!

As you possibly can see, there are many methods to run a peer-to-peer marketing campaign! The totally different sorts of campaigns we’ve seen at Mightycause are as numerous because the nonprofits that use our platform.

How Peer-to-Peer Campaigns Work

There are 4 phases of a peer-to-peer marketing campaign for a nonprofit:


That is essentially the most crucial section of a peer-to-peer marketing campaign for nonprofits. You’ll be doing numerous the planning you usually do with a fundraising marketing campaign (developing with messaging, timelines, and technique). Nevertheless, you’ll even be doing further work to set your supporters up for fulfillment as they fundraise on your nonprofit. You’ll need to put together assets for them like electronic mail templates, social media posts, a template fundraiser web page, pattern emails, outreach ideas, and extra. As well as, it’s possible you’ll even need to put all of this collectively into one toolkit that they obtain after signing as much as take part. You’ll additionally need to provide you with incentives and a method to maintain everybody motivated all through the marketing campaign.

Recruiting fundraisers

When you’ve received all of your geese in a row, you can begin recruiting your fundraisers. Who they’re is as much as you, however mostly, volunteers, board members, and social media followers needs to be among the many individuals you ask. In case you’ve by no means performed peer-to-peer fundraising earlier than it’s possible you’ll need to determine potential ambassadors and attain out to them straight. Being private and inspiring them to become involved, as a substitute of simply placing out an open name via electronic mail or social media, could make a giant distinction.

One other vital part of recruitment is making it clear precisely what you’re asking individuals to do. Guarantee that the individuals who signal as much as fundraise for you perceive peer-to-peer fundraising, your expectations of them, and what they’re signing on to do.

Supporting fundraisers

Equally vital is staying in touch along with your fundraisers all through the marketing campaign. Monitor their progress and have a good time fundraising milestones with them. Additionally be certain to be a useful resource on your fundraisers, assist and encourage them. Chances are you’ll have to nudge a number of fundraisers to publish their pages or elevate funds. (Mightycause’s crew administration instruments make this simpler than ever.) Mightycause gives tech assist on your nonprofit, fundraisers, and donors however your nonprofit must present ethical assist!


Your nonprofit will most likely get tons of people that made donations as a result of a pal or member of the family requested them to donate. Your fundraisers did their job. Now it’s your duty to get donors engaged in your nonprofit.

peer-to-peer fundraising thanks

Put together a method to observe up with the donors you’ve acquired and maintain them curious about your trigger. Emails are nice, and extra private gestures like handwritten thank-you playing cards also can go a great distance! Keep in mind, you’ll additionally need to proceed cultivating your relationships along with your fundraisers in order that they may come again to fundraise for you sooner or later.

Don’t wait to develop your donor base, improve your donation circulation, and have interaction your neighborhood. Begin planning your peer-to-peer marketing campaign now.

cover of event fundraising handbookTo study extra about peer-to-peer fundraising, obtain our Occasion Fundraising Handbook. Whether or not you host an annual fundraising occasion, otherwise you’re seeking to host your first peer-to-peer occasion, Mightycause’s Occasion Fundraising Handbook has all the things you have to plan your occasion!

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