How to Utilize Peer-to-Peer Fundraising for Nonprofits


Nonprofit organizations often rely on fundraising to support their causes and activities. While there are various fundraising strategies, one that has gained popularity in recent years is peer-to-peer fundraising. This strategy involves leveraging the networks of supporters and donors to raise funds on behalf of the nonprofit. In this article, we will discuss the basics of peer-to-peer fundraising and provide tips on how nonprofits can utilize it effectively.

What is Peer-to-Peer Fundraising?

Peer-to-peer fundraising, also known as P2P fundraising, is a method of fundraising that allows individuals to create their own personal fundraising pages on behalf of a nonprofit organization. These individuals, often referred to as fundraisers or advocates, reach out to their network of friends, family, and colleagues to solicit donations for the nonprofit. This approach can be particularly effective for nonprofits that have a passionate and engaged base of supporters.

Peer-to-peer fundraising can take various forms. One popular approach is to organize a fundraising event, such as a charity walk or run, and encourage participants to create their own personal fundraising pages to raise funds from their network. Another approach is to provide fundraising tools and resources to supporters who want to fundraise on behalf of the nonprofit, such as sample emails and social media posts.

Benefits of Peer-to-Peer Fundraising

Peer-to-peer fundraising offers several benefits for nonprofits:

  1. Increased reach: By leveraging the networks of supporters, nonprofits can expand their reach and attract new donors who may not have otherwise heard about the organization.
  2. Increased engagement: Peer-to-peer fundraising can be a powerful way to engage supporters and turn them into advocates for the organization. Fundraisers feel a sense of ownership over the cause and are motivated to raise as much money as possible.
  3. Reduced costs: Peer-to-peer fundraising can be a cost-effective way to raise funds since nonprofits do not need to invest as much in marketing and outreach efforts.
  4. Increased credibility: Donors are more likely to give when they see that their friends and family members are also supporting the cause. Peer-to-peer fundraising can help build credibility and trust in the nonprofit’s mission and activities.

Tips for Utilizing Peer-to-Peer Fundraising

To effectively utilize peer-to-peer fundraising, nonprofits should follow these tips:

  1. Set clear goals: Before launching a peer-to-peer fundraising campaign, nonprofits should set clear goals for the amount of money they want to raise, the number of fundraisers they want to recruit, and the timeframe for the campaign.
  2. Provide resources: Nonprofits should provide resources and tools to help fundraisers create effective fundraising pages, such as sample emails and social media posts, images and videos, and tips for how to reach out to potential donors.
  3. Engage with fundraisers: Nonprofits should provide ongoing support and engagement to their fundraisers throughout the campaign. This can include regular check-ins, recognition and rewards for top fundraisers, and personalized messages of thanks and appreciation.
  4. Leverage social media: Social media can be a powerful tool for peer-to-peer fundraising since it allows fundraisers to reach a large audience quickly and easily. Nonprofits should encourage their fundraisers to share their personal fundraising pages on social media and provide guidance on how to effectively use social media for fundraising.
  5. Build a sense of community: Peer-to-peer fundraising can be a powerful way to build a sense of community among supporters and fundraisers. Nonprofits should create opportunities for fundraisers to connect with each other, such as through online forums or in-person events, and foster a sense of camaraderie and shared purpose.
  6. Follow up with donors: After the campaign is over, nonprofits should follow up with donors to thank them for their support and provide updates on how their donations are making a difference. This can help build long-term relationships with donors and encourage them to continue supporting the organization in the future.
  7. In addition to these tips, there are several best practices that nonprofits should keep in mind when utilizing peer-to-peer fundraising:
  8. Make it easy to donate: Nonprofits should make it as easy as possible for donors to make a donation. This can include providing multiple payment options, such as credit card and PayPal, and ensuring that the donation process is simple and streamlined.
  9. Track and analyze data: Nonprofits should track and analyze data from their peer-to-peer fundraising campaigns to identify what worked well and what could be improved. This can help them refine their approach and make data-driven decisions in the future.
  10. Show impact: Donors want to know that their contributions are making a difference. Nonprofits should provide clear and compelling examples of how their funds are being used to support the organization’s mission and activities.
  11. Provide ongoing engagement: Peer-to-peer fundraising should be part of a larger engagement strategy for nonprofits. They should continue to engage with their supporters and donors through regular communication and updates on the organization’s activities and achievements.
  12. Examples of Successful Peer-to-Peer Fundraising Campaigns
  13. There are many examples of successful peer-to-peer fundraising campaigns that nonprofits can learn from. One such campaign is the American Cancer Society’s Relay for Life, which involves teams of participants walking or running in a relay to raise funds for cancer research and support programs. Participants create personal fundraising pages and reach out to their networks to solicit donations.
  14. Another example is charity: water’s annual September Campaign, which encourages supporters to create personal fundraising pages and engage their network to raise funds for clean water projects in developing countries. The organization provides resources and tools, such as social media graphics and email templates, to help supporters maximize their impact.


Peer-to-peer fundraising can be a powerful tool for nonprofits to raise funds, engage supporters, and expand their reach. By following best practices and utilizing effective strategies, nonprofits can maximize the impact of their peer-to-peer fundraising campaigns and build long-term relationships with donors and supporters. With the right approach, peer-to-peer fundraising can help nonprofits achieve their mission and make a difference in the world.


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