If you've ever felt like you're shouting into the void on social media, you're not alone. Many nonprofits struggle to turn their online following into a community of active donors. Peer-to-peer fundraising changes that dynamic by empowering your most passionate supporters to become fundraisers on your behalf. Instead of a single message from your organization, you get hundreds of personal appeals from people to their own friends and family. This guide breaks down exactly how does peer-to-peer fundraising work, from recruiting your first fundraisers to providing them with the tools they need to succeed. We'll cover the step-by-step process to launch a campaign that expands your reach, deepens supporter engagement, and brings in new, loyal donors.

Key Takeaways

• Trust Is Your Best Fundraising Tool: Peer-to-peer fundraising works because it turns trusted relationships into support for your cause. Empowering friends to ask friends is the most effective way to reach new, engaged donors who are already inclined to listen.
• Make Fundraising Easy for Your Supporters: Your role is to remove friction. Equip your fundraisers with a toolkit of templates, images, and clear instructions so they can focus on sharing their passion, not on figuring out what to say or do next.
• A Strong Campaign Requires Consistent Support: Success isn't just about a great launch. Keep your fundraisers motivated with ongoing communication, celebrate their progress, and use campaign data to make real-time adjustments, ensuring you maintain momentum from start to finish.

What Is Peer-to-Peer Fundraising?

Let’s break down one of the most effective fundraising strategies out there. Peer-to-peer (P2P) fundraising, sometimes called social fundraising, is a method where you empower your dedicated supporters to raise money on your behalf. Instead of your organization making a single, broad appeal for donations, you equip individuals—volunteers, board members, or passionate donors—to create their own personal fundraising pages. They then share these pages with their own networks of friends, family, and colleagues, asking for donations to support your cause.

Think of it like this: traditional fundraising is a monologue where your nonprofit speaks to a crowd. Peer-to-peer fundraising is a conversation, where dozens or even hundreds of your supporters are having personal, one-on-one chats about why your mission matters. This approach taps into the power of personal relationships and social proof. A request from a friend or family member often carries more weight than an email from an organization they don't know. By turning your supporters into active fundraisers, you multiply your reach and build a community-driven campaign that feels authentic and personal. It’s a powerful way to turn social followers into donors and advocates for your cause.

P2P vs. Traditional Fundraising: What’s the Difference?

The main difference between peer-to-peer and traditional fundraising lies in who does the asking. In a traditional model, your nonprofit is the sole fundraiser. You send out direct mail, run email campaigns, and manage a central donation page. The communication is one-to-many. With P2P, the model is many-to-many. You recruit your supporters, and they become the fundraisers, reaching out to their individual networks. This decentralized approach allows you to tap into countless new circles of potential donors that your organization could never reach on its own. It shifts the focus from a single campaign page to a network of interconnected pages, all working toward a common goal.

Why It’s a Game-Changer for Nonprofits

Peer-to-peer fundraising is so effective because it’s built on trust. People are far more likely to donate when asked by someone they know and respect. In fact, studies show that 92% of people trust recommendations from friends and family over any other form of advertising. This strategy allows you to leverage that trust at scale. It also deepens engagement with your existing supporters by giving them a tangible way to contribute beyond just donating. By empowering them to become fundraisers, you give them ownership and a stronger connection to your mission. Plus, P2P campaigns are highly cost-effective and scalable, relying on digital tools and the passion of your community to drive results and find new, engaged donors.

How Peer-to-Peer Fundraising Works, Step-by-Step

Think of a peer-to-peer campaign as a project with a clear beginning, middle, and end. Breaking it down into manageable steps makes the entire process feel less overwhelming for you and your fundraisers. By following a structured plan, you can guide your supporters toward success and ensure your campaign runs smoothly from launch to final thank you. Here’s a look at the five key stages of a successful P2P campaign.

Step 1: Set Up Your Campaign and Goals

Before you do anything else, you need to know what you’re trying to achieve. Your goals will shape every decision you make, from who you recruit to how you market the campaign. Start by defining what success looks like. Is it a specific dollar amount? Is it recruiting a certain number of new donors? Or maybe it’s about raising awareness for a new program.

Once you have your main objective, build the campaign infrastructure. This includes setting up your central campaign page, creating a compelling story, and establishing a clear timeline. Having these foundational elements in place makes it much easier for your supporters to jump in and get started. A clear fundraising plan acts as your roadmap for the entire initiative.

Step 2: Recruit and Onboard Your Supporters

Now it’s time to build your team of fundraisers. The best people for the job are often those who are already connected to your cause. Look for passionate volunteers, past donors, board members, and dedicated social media followers. You want people who can authentically share why your mission matters.

When you reach out, make the ask personal and clear. Explain what you need them to do and what kind of support you’ll provide. Once they’ve signed on, a solid onboarding process is key. Host a kickoff call or send a welcome kit that walks them through setting up their fundraising page and shares key talking points. This initial guidance helps build their confidence and sets them up for a strong start.

Step 3: Help Fundraisers Create Their Pages

Your fundraisers are your campaign champions, but they shouldn’t have to start from scratch. The easier you make it for them, the more effective they’ll be. Equip them with a digital toolkit full of ready-to-use materials. This should include things like email templates, pre-written social media posts, high-quality images and videos, your organization's logo, and key facts about your impact.

Consider hosting a brief online training session to show them how to personalize their pages and use the fundraising software. When supporters feel prepared and supported, they’re more likely to share their pages widely and tell a compelling personal story that resonates with their networks. Providing these fundraising resources removes friction and empowers them to focus on what they do best: connecting with people.

Step 4: Promote Your Campaign

With your fundraisers ready to go, it’s time to spread the word. Encourage your supporters to start by reaching out to their closest friends and family before sharing more broadly on social media. Your role is to amplify their efforts through your nonprofit’s own channels. Promote the campaign on your website, in your email newsletter, and across all your social media profiles.

A great way to build momentum is through a coordinated social media event, like a Facebook Challenge, which creates a sense of community and urgency. Share progress updates, highlight individual fundraiser stories, and make it easy for people to find and donate to a fundraising page. A multi-channel promotion strategy ensures your campaign reaches the widest possible audience.

Step 5: Collect Donations and Track Progress

As donations start coming in, it’s important to keep a close eye on your campaign’s performance. Your fundraising platform should make it easy to see how much has been raised, who your top fundraisers are, and where donations are coming from. Tracking this data in real-time allows you to identify what’s working and where you might need to adjust your strategy.

Share exciting milestones with your fundraisers to keep them motivated—for example, “We just passed the 50% mark!” or “Sarah’s page just hit $1,000!” This not only celebrates their hard work but also encourages friendly competition. After the campaign, analyze the results to gather insights on things like donor acquisition and engagement, which will help you refine your approach for next time.

The People Behind the Campaign: Fundraisers and Donors

Peer-to-peer fundraising is all about relationships. It’s powered by two key groups: your dedicated fundraisers and the new donors they bring in. Understanding their roles and motivations is the secret to building a campaign that not only meets its goals but also strengthens your community for the long haul. When you focus on empowering your fundraisers and appreciating their donors, you create a cycle of giving that can sustain your mission.

The Fundraiser’s Role in Your Success

Your fundraisers are the heart and soul of your campaign. These are your most loyal supporters who are ready to get actively involved and ask their friends, family, and colleagues to contribute to your cause. Think of them as extensions of your fundraising team. Your job is to make their job as easy as possible. You can set them up for success by providing a toolkit with ready-to-use materials like social media post templates, powerful images, and key talking points about your mission. When you equip them with the right fundraising resources, you empower them to become confident and effective advocates for your nonprofit.

The Donor’s Journey and Motivation

The magic of peer-to-peer fundraising lies in its ability to reach new audiences through trusted connections. People are far more likely to donate when asked by someone they know and respect. In fact, studies show that the vast majority of people trust recommendations from friends and family over any other source. This personal connection is what turns a potential donor’s hesitation into a confident click on the “donate” button. Each fundraiser opens a door to a new network, helping you connect with donors you might never have reached through traditional outreach alone. Their journey starts with trust in a friend and ends with a new connection to your cause.

How Fundraisers Tap Into Their Networks

Fundraisers act as the bridge between your organization and their personal networks. The process is simple: they create their own fundraising pages, add a personal touch about why your cause matters to them, and then share the page with their contacts. These campaigns can be built around specific events like a 5K run, a special occasion like a birthday, or a team effort. To help them spread the word, encourage them to use social media and provide easy-to-share content. By leveraging tools like Facebook Challenges, you can make it incredibly simple for supporters to rally their friends and family, turning their social feeds into powerful fundraising platforms for your mission.

Tools You Need for a Successful P2P Campaign

Your fundraisers are the heart of your campaign, but the right technology is the backbone that supports them. Equipping your supporters with intuitive, powerful tools is one of the best things you can do to ensure they hit their goals. When their fundraising experience is seamless, they can focus on what they do best: sharing their passion for your cause with their networks.

Think of your fundraising platform as your campaign’s central hub. It’s where your supporters will send their friends and family, where donations are processed, and where you’ll track your progress. Choosing the right software and integrating it with your social media strategy isn’t just a technical detail—it’s a core part of your campaign’s success. Let’s walk through the essential tools you’ll want in your corner.

Must-Have Features in a P2P Platform

When you’re evaluating peer-to-peer software, look for a platform that makes fundraising easy for everyone involved. Your top priority should be a user-friendly interface that allows supporters to set up their personal pages in minutes. Look for software that lets you customize donation pages to reflect your nonprofit’s branding. These pages should also be mobile-friendly, as many donors will be giving from their phones.

Beyond the basics, a great platform should function as your campaign command center. A solid CRM or integrated database helps you find supporters, track fundraising progress, and manage donations without manual data entry. Features like recurring donation options and gamification elements, such as leaderboards and fundraising badges, can also keep your supporters engaged and motivated throughout the campaign.

The Power of Social Media Integration

Your supporters’ greatest asset is their personal network, and social media is where those networks live. Your P2P campaign needs to meet people where they are. Encourage your fundraisers to share their pages widely on platforms like Facebook and Instagram. The key is to make it incredibly simple for them. Provide them with easy-to-share content, compelling statistics about your mission, and images that show the impact of a donation.

When your supporters share their fundraising pages, they’re not just asking for money; they’re acting as ambassadors for your cause. Every post, story, and share that includes your nonprofit’s logo and message helps more people learn about the important work you do. This organic reach is invaluable for building brand awareness and attracting new long-term supporters you might not have reached otherwise.

A Modern Approach: Social Direct Messaging

While public social media posts are great for broad awareness, the real magic happens in one-on-one conversations. This is where social direct messaging comes in. Instead of just broadcasting a message, you can use DMs to build genuine relationships with your fundraisers. Think of it as your direct line to offer support, answer questions, and share encouragement right in their social inboxes.

You can use automated messaging to welcome new fundraisers, send them helpful resources, and celebrate when they hit key milestones. This personal touch makes them feel seen and supported, which is crucial for keeping them motivated. By using direct messaging for nonprofits, you can provide the kind of consistent, personal communication that turns a one-time fundraiser into a lifelong advocate for your cause.

The Benefits of Peer-to-Peer Fundraising

Peer-to-peer fundraising does more than just bring in donations; it builds a powerful, engaged community around your cause. By empowering your supporters to become active fundraisers, you create a ripple effect that extends your reach, strengthens relationships, and makes your fundraising efforts more efficient. It’s a strategy that turns passive followers into active advocates for your mission.

Expand Your Donor Base

One of the biggest advantages of peer-to-peer fundraising is its ability to introduce your organization to entirely new audiences. Your supporters fundraise on your behalf, tapping into their personal networks of friends, family, and colleagues—people you likely wouldn't have reached otherwise. This approach is incredibly effective because it’s built on trust. When a fundraising request comes from a friend, it carries more weight than a standard marketing email. In fact, 92% of people trust recommendations from those they know.

This built-in social proof helps you acquire new donors who are already warmed up to your cause. Instead of starting from scratch, you’re connecting with people through a trusted source, making them more likely to donate and engage with your mission long-term. It’s a natural way to grow your community, one personal connection at a time, often through campaigns like Facebook Challenges.

Deepen Supporter Engagement

Your most passionate supporters are always looking for more ways to help. Peer-to-peer fundraising gives them a meaningful role beyond simply making a donation. By equipping them to become fundraisers, you offer your top donors, volunteers, and advocates a chance to get more involved and take ownership of your mission. This active participation creates a much deeper, more personal connection to your organization.

When supporters invest their time and social capital into fundraising for you, their commitment grows. This increased engagement is a key driver of long-term loyalty and can significantly improve donor retention. Giving your community a tangible way to contribute their skills and networks makes them feel valued and essential to your success. You can nurture these relationships even further by using direct messaging to offer personalized support and encouragement throughout their fundraising journey.

A Cost-Effective Way to Fundraise

Compared to traditional fundraising methods, peer-to-peer campaigns are remarkably cost-effective. Instead of pouring your budget into large-scale events or broad advertising campaigns, you leverage the passion and networks of your existing supporters. They do the outreach for you, which dramatically lowers your donor acquisition costs. The entire model is built on digital tools, which are often more affordable and scalable than direct mail or in-person events.

This efficiency often leads to a higher return on investment. On average, peer-to-peer campaigns raise significantly more than other fundraising efforts because they combine low overhead with the power of widespread, personal appeals. By mobilizing your community, you can achieve impressive fundraising results without straining your budget, freeing up more resources to dedicate directly to your cause.

Common Challenges to Prepare For

Peer-to-peer fundraising can feel like magic—you empower your community, and they multiply your reach. But even the best campaigns come with a few hurdles. Knowing what to expect is the best way to prepare. With a solid plan, you can keep your campaign running smoothly and ensure your fundraisers feel confident and supported from start to finish. Let's walk through the most common challenges and how to handle them.

Juggling Multiple Fundraising Pages

In a peer-to-peer campaign, your supporters create their own online fundraising pages to collect money for your nonprofit. While this is fantastic for reach, it can quickly become an administrative headache. Imagine trying to track dozens of individual pages, each with its own progress bar and donor list. It’s easy to lose sight of who’s fundraising and who might need a little encouragement. The key is to use a centralized platform. For example, running a Facebook Challenge keeps all your fundraisers and communication within a single, manageable group, so you can monitor progress without getting buried in spreadsheets.

Keeping Your Message Consistent

When you have many passionate supporters telling your story, you want to make sure they’re all telling the same story. Brand consistency is crucial for building trust with new donors who might be hearing about you for the first time. You need to ensure all campaign materials, from donation pages to social media posts, share a unified look and feel. The easiest way to do this is by providing your fundraisers with a digital toolkit. Include pre-written message templates, branded images, and clear guidelines to help them represent your nonprofit accurately. This ensures every donor instantly recognizes your organization and feels confident giving.

Supporting Your Fundraisers Effectively

Remember, your fundraisers are passionate volunteers, not professional fundraisers. They’ll have questions and need encouragement along the way. Providing timely, personalized support is essential to keeping them motivated, but it can be a huge time commitment for your team. This is where automation can be a lifesaver. Using tools like automated direct messaging allows you to send check-ins, share tips, and answer common questions at scale. This ensures every fundraiser feels seen and supported, helping them stay engaged and hit their goals without overwhelming your staff.

How to Motivate Your Fundraisers

Your fundraisers are the heart of your peer-to-peer campaign. They’re volunteering their time and social capital to support your cause, so keeping them motivated is one of the most important things you can do. When someone feels supported, equipped, and appreciated, they’re far more likely to stick with it and hit their goals. Motivation isn’t about a single grand gesture; it’s about consistent encouragement and providing the right tools for the job.

Think of yourself as their coach and biggest cheerleader. Your role is to clear obstacles, celebrate their wins (big and small), and remind them of the incredible impact they’re making. A well-supported fundraiser becomes a long-term advocate for your organization, ready to join your next campaign and bring their friends along. By investing in their experience, you’re not just ensuring the success of this campaign—you’re building a stronger, more dedicated community for the future. The following strategies will help you keep your fundraisers engaged, excited, and ready to make a difference.

Provide Great Training and Resources

Don’t just ask people to fundraise and then leave them on their own. The best way to build confidence is to equip your supporters with everything they need to succeed. Start by hosting a kickoff training session online to walk them through the campaign, explain the goals, and show them how to use the fundraising platform.

From there, give them a digital toolkit they can turn to anytime. This should include key campaign information, your brand guidelines, and a library of ready-to-use assets like social media graphics and email templates. Providing these fundraising resources removes the guesswork and makes it easy for them to share a compelling and consistent message with their networks. When people feel prepared, they’re more motivated to get started.

Build Community and Recognize Efforts

Everyone wants to feel like their effort matters. A little recognition can go a long way in keeping your fundraisers motivated. Make it a point to publicly celebrate top performers and milestones. A shout-out in your Facebook Group, a mention in an email update, or a feature on your social media page can make someone feel truly seen and valued.

Beyond public praise, don’t underestimate the power of a personal thank-you. Sending a quick direct message to check in or congratulate a fundraiser on their first donation shows you’re paying attention. These small, personal touchpoints help build a genuine sense of community and remind your supporters that they’re part of a team working toward a shared goal.

Offer Consistent Support and Communication

Your support shouldn’t end after the kickoff call. Check in with your fundraisers throughout the campaign to offer encouragement and help. You can set up a dedicated Facebook Group or use automated direct messaging to create a space where they can ask questions, share successes, and connect with one another. This creates a valuable support system.

Be proactive, too. If you notice someone’s progress has stalled, reach out with a friendly message offering help or new ideas. Having a designated point of contact who is readily available to answer questions makes fundraisers feel supported. Consistent communication ensures no one feels like they’re going it alone and helps maintain momentum from start to finish.

Use Gamification and Incentives

A little friendly competition can be a powerful motivator. Incorporate fun, competitive elements into your campaign to keep energy levels high. Simple tools like leaderboards that display top individual and team fundraisers can spark excitement. You can also use a fundraising thermometer to visually track collective progress toward the main goal, which helps everyone feel like they’re contributing to a larger success.

Consider offering badges for hitting certain milestones, like securing their first donation or reaching 50% of their goal. You don’t always need expensive prizes; the recognition itself is often enough. These gamification techniques make the fundraising experience more engaging and give supporters tangible goals to strive for throughout the campaign.

Common P2P Mistakes (and How to Avoid Them)

Peer-to-peer fundraising is an incredible way to grow your community and raise money, but it’s not without its challenges. Even the most well-intentioned campaigns can fall flat if you’re not prepared for the common hurdles. The good news is that these mistakes are entirely avoidable. By learning what to look out for, you can set your campaign—and your fundraisers—up for success from day one. Let’s walk through some of the most frequent missteps and how you can steer clear of them.

Mistake #1: Not Planning Ahead

A successful P2P campaign doesn’t happen overnight. One of the biggest mistakes is underestimating the time and effort required to get everything organized. These campaigns have a lot of moving parts, so you should start planning months in advance. This gives you time to define your goals, choose the right software, develop a theme, and map out your marketing strategy. A last-minute scramble leads to a confusing experience for your fundraisers and a less impactful campaign overall. Think of it as building a foundation—the stronger your plan, the more you can achieve. A well-planned Facebook Challenge, for example, requires a clear timeline for recruitment, engagement, and stewardship.

Mistake #2: Recruiting the Wrong People

It’s tempting to send a mass email to your entire list asking for fundraisers, but a targeted approach is far more effective. The "wrong" people aren't bad people; they're just not the right fit for this specific role. Your best fundraisers are often those who are already connected to your cause. Look for past donors, dedicated volunteers, and people with a strong social media presence who have engaged with your content before. These individuals have a built-in passion for your mission and a network that trusts their recommendations. By focusing your recruitment efforts on these high-potential supporters, you’ll build a team of authentic, motivated advocates for your campaign.

Mistake #3: Leaving Fundraisers in the Dark

Once someone agrees to fundraise for you, your job has just begun. Don’t just ask for their help and then disappear. Your fundraisers are volunteers, not professional marketers, and they need your support to feel confident. Equip them with a toolkit that includes key campaign information, brand guidelines, sample social media posts, and email templates. You can also host a kickoff call or training session to walk them through the software and answer questions. Using automated direct messaging is a great way to check in, share tips, and celebrate milestones without adding a ton of work for your team. The more supported your fundraisers feel, the more successful they’ll be.

Mistake #4: Ignoring Your Data

Data is your best friend during a P2P campaign. Waiting until the campaign is over to check your results means you miss valuable opportunities to make real-time improvements. Your fundraising platform should make it easy to track donations, engagement, and fundraiser activity as it happens. Are certain social media posts performing better than others? Is one fundraiser knocking it out of the park? This information helps you see what’s working so you can double down on it. It also helps you identify anyone who might be struggling and needs extra support. Consistently reviewing your data not only improves your current campaign but also provides powerful insights for future fundraising.

Tips for a Standout Campaign

A successful peer-to-peer campaign doesn’t just happen—it’s built with intention. Once you have the right tools and a motivated group of fundraisers, a few key strategies can make all the difference. Think of these tips as your guide to keeping your campaign on track, your fundraisers engaged, and your community inspired to give. From setting clear expectations to celebrating your success, these simple actions will help you create a campaign that not only meets its goals but also builds lasting relationships.

Set Clear Goals from the Start

Before you do anything else, decide what you want to achieve. Are you aiming for a specific fundraising total, a certain number of new donors, or a level of community involvement? Having a clear, measurable goal gives your team and your fundraisers something concrete to work toward. A well-defined strategy acts as your North Star, guiding every decision you make, from the messages you send to the supporters you recruit. When everyone knows what success looks like, they’re more motivated to help you get there. This clarity is the foundation of a strong and focused fundraising campaign.

Keep the Momentum Going

A peer-to-peer campaign is a marathon, not a sprint. To keep energy high, you need to support your fundraisers from launch day to the finish line. Check in regularly, share progress updates, and celebrate milestones as a community. It’s also smart to keep an eye on your campaign’s performance. If you notice a fundraiser is falling behind, a quick, supportive message can make a huge difference. Consistent communication and encouragement show your supporters you’re in this together, which helps keep them motivated and actively fundraising for your cause.

Use Social Media to Your Advantage

Your fundraisers’ biggest asset is their personal network, and social media is the key to unlocking it. Make it incredibly easy for them to share your campaign by providing a toolkit with sample posts, compelling images, and key statistics about your mission. Encourage them to post updates on their progress and tag friends who might be interested. By equipping your supporters with great content, you empower them to spread the word effectively. This is where social direct messaging can also play a huge role, allowing you to connect one-on-one with supporters and their networks right where they are.

Show Gratitude to Everyone Involved

Saying thank you is one of the most important things you can do. This goes for both your fundraisers who gave their time and the donors who gave their money. A heartfelt, personal thank-you note or email makes people feel seen and appreciated. You can also give public shout-outs to top fundraisers or share a final update celebrating the collective impact everyone made. This simple act of gratitude not only closes out your current campaign on a high note but also strengthens relationships, making people more likely to support your nonprofit again in the future.

Your Next Steps for Peer-to-Peer Fundraising

Ready to get your peer-to-peer campaign off the ground? It’s all about having a solid plan. Think of these steps as your roadmap to not only hitting your fundraising targets but also building a vibrant community around your cause. By following this framework, you can create a successful campaign that engages supporters and drives real results.

1. Set Clear Goals. First things first, define what success looks like. Are you aiming for a specific dollar amount? Or maybe you want to bring a certain number of new supporters into the fold? Setting clear, measurable goals from the start gives your team and your fundraisers a finish line to race toward and helps you track what’s working.

2. Choose the Right Platform. Your fundraising platform should make it incredibly easy for supporters to create their own pages and share them with their networks. Look for tools with built-in social sharing and features that make giving fun. Since so much of this happens on social media, a platform that integrates smoothly with channels like Facebook is a must. This is where modern direct messaging solutions can make a huge difference in keeping everyone connected.

3. Recruit and Train Your Fundraisers. Now it's time to build your team. Reach out to your most passionate, dedicated supporters—the ones who already love what you do. Once you’ve recruited them, give them everything they need to succeed. This includes simple instructions for setting up their pages, key messaging about your campaign, and encouragement to share their personal connection to your cause. A compelling story is their most powerful tool.

4. Support Your Fundraisers. Your job isn’t over once the pages are live. Consistent support is what keeps the momentum going. Check in with your fundraisers regularly, offer tips (like making the first donation themselves!), and create a space where they can share successes and ask questions. This is a core part of building a strong Facebook Challenge community and making your fundraisers feel valued.

5. Celebrate and Thank Everyone. Don’t forget the power of a simple "thank you." Acknowledge milestones publicly and send personalized thank-you messages to both your fundraisers for their hard work and your donors for their generosity. Gratitude goes a long way in making people feel seen and appreciated, turning one-time participants into lifelong advocates.

6. Evaluate Your Campaign. Once the campaign wraps up, it’s time to dig into the data. Look at what worked and what didn’t. How much did you raise? How many new donors did you acquire? Analyzing your results is the best way to learn and make your next peer-to-peer campaign even more successful.

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Frequently Asked Questions

Who are the best people to ask to be fundraisers for my campaign? Look for passion, not just a large social media following. Your most effective fundraisers will be people who are already deeply connected to your cause—think dedicated volunteers, past donors, and even your own board members. These individuals can speak authentically about why your mission matters, and that personal story is what will inspire their friends and family to give. Start with the people who already love what you do.

My team is small. How can we support dozens of fundraisers without getting overwhelmed? The key is to prepare in advance and use the right tools. Before you launch, create a comprehensive digital toolkit with everything your fundraisers might need, like email templates, social media graphics, and key talking points. This front-loads the work. Then, lean on automation. Using social direct messaging to send automated check-ins, tips, and milestone celebrations ensures everyone feels supported without requiring your team to send hundreds of individual messages.

What's the single most important thing I can do to keep my fundraisers motivated? Make them feel seen and appreciated. Motivation isn't about expensive prizes; it's about consistent, personal encouragement. Send a quick direct message to celebrate their first donation, give them a shout-out in your campaign's Facebook Group when they hit a milestone, and be available to answer their questions. When your fundraisers feel like they are a valued part of a team, they are far more likely to stay engaged and work hard to reach their goals.

How is a peer-to-peer campaign different from just running a general social media donation drive? The main difference is who does the asking. In a general donation drive, your organization sends a single message to all its followers. In a peer-to-peer campaign, you empower dozens or even hundreds of your supporters to become fundraisers themselves. They share personal stories and make direct asks to their own networks. This approach is built on the power of personal relationships and trust, which is far more effective at bringing in new donors.

Do peer-to-peer campaigns only work for big events like a 5K run or a walk-a-thon? Not at all. While P2P is perfect for events, the model is incredibly flexible. You can build a campaign around almost anything, from a virtual fitness event like a Facebook Challenge to a special occasion like a supporter’s birthday. The core strategy is the same: you provide the tools and support for individuals to raise money on your behalf within a specific timeframe. It works for any campaign where you want to mobilize your community.