What if you could multiply your fundraising team overnight? What if your most passionate supporters could become active fundraisers for your cause? That is the power of peer-to-peer fundraising. It is a strategy where you give your supporters the tools to create their own personal fundraising pages and ask their friends, family, and colleagues to donate to your organization. It is one of the most effective ways to raise money, find new donors, and build a strong sense of community around your mission.

Instead of your non-profit being the only one asking for donations, you have an army of advocates sharing their personal connection to your work. A recommendation from a friend is far more powerful than an ad. This type of fundraising builds on the trust that already exists in those personal relationships. It is a key part of a modern digital fundraising strategy and works hand-in-hand with your social media efforts. This guide will give you a simple, step-by-step plan to launch your first peer-to-peer campaign.

Why Peer-to-Peer Fundraising is So Powerful

This strategy works so well because it is built on a very human idea: we trust our friends. When a friend asks us to support a cause they care about, we are much more likely to listen and to give.

Reach New Donors

Every one of your supporters has their own network of friends and family. These are people you would likely never reach on your own. When a supporter becomes a fundraiser, they introduce your non-profit to a whole new audience. Many of the people who donate to a peer-to-peer campaign will be giving to your organization for the very first time.

The Power of Social Proof

When someone sees their friend fundraising for a cause, it acts as a powerful endorsement. It says, “This organization is important to me, and I trust them.” This social proof is more convincing than almost any marketing message your organization could create. It builds instant credibility with new audiences.

It’s Cost-Effective

Peer-to-peer campaigns are a very efficient way to raise money. Your supporters do the hard work of reaching out to their networks. While you need to provide them with tools and support, the cost of acquiring these new donors is often much lower than with other forms of advertising or direct mail.

Step 1: Planning Your Peer-to-Peer Campaign

A successful campaign starts with a good plan. You need to be clear about what you want to achieve and how you are going to get there.

Choose a Theme and a Goal

Your campaign should be built around a specific theme or event. This gives people a clear reason to fundraise. Good ideas for peer-to-peer campaigns include:

• An Event: A 5K run, a walk-a-thon, a bike ride, or a community clean-up day.
• A Time-Based Campaign: Asking people to raise money for their birthday, an anniversary, or as part of your year-end fundraising push.
• A Virtual Challenge: A challenge that people can do from anywhere, like a reading challenge, a fitness challenge, or a “give something up” challenge.

Once you have your theme, set a clear and ambitious fundraising goal. A public goal gives everyone something to work towards and creates a sense of shared purpose.

Create a Timeline

Work backward from your campaign end date. Your timeline should include:

• Recruitment Phase (4-6 weeks before): This is when you will ask people to sign up to be fundraisers.
• Campaign Kick-Off: The official start date when your fundraisers begin asking for donations.
• Mid-Campaign Check-in: A point to send encouragement and share progress.
• Final Push (Last 48 hours): A time to create urgency and help everyone reach their goals.
• Post-Campaign Thank You: A plan to thank your fundraisers and all their donors.

Step 2: Choosing the Right Technology

You will need a software platform to host your peer-to-peer campaign. This technology makes it easy for your supporters to create their pages and for you to track your progress. There are many great options available for non-profits.

Step 3: Empowering Your Fundraisers

Your fundraisers are your volunteers. To be successful, they need your support. The best way to help them is to create a “Fundraiser Toolkit.” This is a simple collection of resources that makes it easy for them to ask for donations.

What to Include in Your Toolkit

Your toolkit can be a simple page on your website or a downloadable PDF. It should include:

• Sample Emails: Write a few short emails that your fundraisers can copy, paste, and send to their friends and family.
• Sample Social Media Posts: Write a few posts for Facebook and Instagram that they can easily share.
• Powerful Photos and Videos: Give them a folder of high-quality images and a link to a short video they can share to show your work in action.
• A Simple Story: Give them a one-paragraph story about a person your organization has helped. This is the most powerful tool they have.

Step 4: Supporting Your Fundraisers During the Campaign

Once the campaign starts, your job is to be your fundraisers’ biggest cheerleader. Regular communication is key to keeping them motivated.

Send a weekly email just to your fundraisers. In it, you can:

• Celebrate their progress toward the goal.
• Share a new story or photo they can use.
• Offer a simple fundraising tip for the week.
• Highlight a “Fundraiser of the Week” to create some friendly competition.

This steady encouragement shows them that you are in it together and that you appreciate their hard work.

Step 5: After the Campaign

When the campaign is over, your work is not done. How you follow up is critical for keeping these new donors and fundraisers engaged for the long term.

First, celebrate your success! Announce the final amount raised on your website, in an email, and on social media. Thank everyone who participated.

Second, thank your fundraisers personally. They are your heroes. A personal email or, even better, a phone call from a staff or board member can make a huge impact. Consider giving a small prize or public recognition to your top fundraisers.

Finally, welcome your new donors. The people who gave to your fundraisers’ pages are now your donors. Add them to your email list and send them your welcome series. This is your chance to start building a direct relationship with them and turn them into lifelong supporters.

Conclusion: Your Community is Your Greatest Strength

Peer-to-peer fundraising is more than just a way to raise money. It is a way to build a powerful, active community around your cause. It turns your supporters from passive donors into active partners in your mission. By giving them the tools and the trust to share your story, you can unlock a level of growth and engagement that you could never achieve on your own. Start small, support your fundraisers well, and watch your community grow.