You’ve asked your most passionate supporters to fundraise for you, but the results are falling flat. What went wrong? More often than not, the issue isn’t a lack of enthusiasm—it’s the tool you’ve given them. A generic, hard-to-use, or uninspiring fundraising page can be a major roadblock, preventing even your best advocates from succeeding. The good news is that this is a completely fixable problem. By focusing on a few core principles of design and storytelling, you can create an experience that motivates both your fundraisers and their donors. We’ll show you how, using several peer to peer fundraising page examples to highlight what works and what doesn’t.

Key Takeaways

• Lead with personal stories, not generic asks: The most compelling fundraising pages are built on authentic, personal connections. Equip your supporters with the tools they need, but give them the freedom to share their own "why" to inspire their networks.
• Design for donors on the go: Your fundraising page will be viewed and shared on mobile devices. Make giving effortless with a clean layout, large buttons, and a simple donation form that works perfectly on any screen.
• Equip your fundraisers for success: Don't just give your supporters a link and wish them luck. Provide them with a simple toolkit of sample posts, images, and clear talking points to make sharing their page feel easy, natural, and effective.

What is Peer-to-Peer Fundraising?

At its core, peer-to-peer (P2P) fundraising is when you empower your most dedicated supporters to raise money on your behalf. Instead of your organization making every ask, your supporters create their own personal fundraising pages. They share their connection to your cause and then ask their friends, family, and social networks for donations.

This approach is so powerful because it’s built on trust and personal relationships. A request from a friend hits differently than a generic email blast. It turns fundraising into a social, community-driven activity where many people collecting small donations add up to a huge impact. Think of popular campaigns like Facebook Challenges or birthday fundraisers—these are perfect examples of P2P in action.

For your nonprofit, this means you can reach entirely new audiences you wouldn't have access to otherwise. It’s a fantastic way to find new donors, spread awareness about your mission, and build deeper relationships with your existing community. You’re essentially turning your supporters into active fundraisers and advocates, expanding your reach exponentially without stretching your resources thin. It’s about mobilizing the people who already believe in you to bring more people into the fold.

What Every Great P2P Fundraising Page Needs

A truly effective peer-to-peer fundraising page does more than just ask for money—it creates a connection. It’s a digital space where a supporter’s personal passion for your cause can shine and inspire their own network to take action. Think of it as a mini-campaign hub, powered by an individual who believes in your mission. When you empower your fundraisers with the right tools and guidance, their pages become powerful assets that draw in new donors and build a stronger community around your work. Many nonprofits see incredible results when they give their supporters the right platform to share their passion.

The best pages blend personal stories with your organization's mission, making the cause feel both urgent and achievable. They are built on a foundation of five key elements: a compelling narrative, impactful visuals, a simple donation process, easy shareability, and consistent communication. Getting these components right turns a simple fundraising page into a dynamic, engaging experience that motivates people to give and share. By focusing on these fundamentals, you can equip your supporters to become your most effective advocates, as you can see in these customer stories from nonprofits just like yours. It's not about just giving them a link; it's about giving them a platform to tell their story and a reason for their friends and family to listen.

Tell a Story That Connects

Facts and statistics can inform, but stories are what move people to act. The most successful fundraising pages are anchored in a personal narrative. This is where your fundraisers share their "why"—the personal reason they are so committed to your mission. Encourage them to be authentic and open, whether they write a heartfelt post or record a short, candid video on their phone. A personal story about how your cause has touched their life, or the life of someone they love, creates an immediate emotional connection that a generic appeal simply can't match. This is what transforms a passive visitor into an active donor.

Show Your Impact with Visuals

A picture is truly worth a thousand words, especially in fundraising. Strong visuals can instantly communicate the importance of your work and the real-world impact of a donation. Equip your fundraisers with a library of high-quality photos and short videos they can use on their pages. Think powerful images of the people you serve, graphics that illustrate progress toward a goal, or a quick video tour of your facilities. These visuals make the mission tangible and help potential donors see exactly who and what they’re supporting. Visuals break up text, capture attention, and make the entire page more engaging and memorable.

Make Donating Simple and Set Clear Goals

When someone is ready to give, the process should be as easy as possible. Your fundraising page needs a prominent, can’t-miss-it donation button that leads to a simple, mobile-friendly form. Don’t ask for more information than you absolutely need. Beyond simplicity, it’s crucial to set clear goals. A progress bar is a fantastic visual motivator that creates a sense of urgency and shared achievement. You can also show how donations will make a difference by using suggested giving levels, like “$50 provides 10 warm meals.” This helps donors understand the tangible outcome of their generosity and feel more connected to the result.

Add Easy-to-Use Social Sharing Tools

The power of peer-to-peer fundraising comes from your supporters’ networks. To tap into that power, you have to make sharing their page incredibly simple. Include one-click sharing buttons for major platforms like Facebook, X (formerly Twitter), and even email or text. You can go a step further by providing your fundraisers with pre-written posts and images they can use. The less work they have to do, the more likely they are to share. Making it easy for supporters to spread the word is fundamental to the success of any Facebook Challenge or social campaign, as it helps their page reach beyond their immediate circle of friends.

Keep Supporters in the Loop with Updates

A fundraising page shouldn't be a "set it and forget it" tool. Encourage your fundraisers to post regular updates to keep their supporters engaged. They can celebrate milestones, thank donors by name, and share stories about the impact donations are already making. These updates keep the page feeling active and show donors that their contributions matter in real-time. Consistent communication, often through direct messaging, builds a sense of community and momentum around the campaign. It gives people a reason to come back to the page, see the progress, and maybe even share it again or make a second donation.

How to Make Your P2P Fundraising Page Stand Out

A basic peer-to-peer fundraising page will get the job done, but a truly great one does more than just collect donations—it creates an experience. With so many causes asking for support, your page needs to capture attention and inspire action in seconds. Standing out isn't about flashy gimmicks; it's about making a genuine connection and making it incredibly easy for someone to give. Think of your P2P page as your campaign’s digital headquarters. It’s where you’ll direct everyone from your social media posts, DMs, and emails, so it needs to make a strong first impression.

The key is to move beyond a simple transaction and build a space where supporters feel involved in your mission. This means combining powerful storytelling with a seamless user experience. From the moment someone lands on your page, they should understand who you are, what you’re trying to achieve, and exactly how they can help. It’s the difference between a static billboard and an inviting storefront. The following strategies will help you transform a standard fundraising page into a powerful tool for supporter engagement and a hub for your campaign’s community. By focusing on connection, design, and interaction, you can create a page that not only meets its goals but also builds lasting relationships with your donors.

Create a Personal Connection, Not a Generic Appeal

The magic of peer-to-peer fundraising is the "peer." People give because someone they know and trust asked them to. That’s why the most successful pages are built on personal stories, not generic corporate messaging. Encourage your fundraisers to share their "why"—their personal reason for supporting your cause. A heartfelt story about how your organization impacted them or a loved one will always be more powerful than a templated ask. Provide your fundraisers with a simple messaging guide, but give them the freedom to make it their own. This authenticity is what turns a passive visitor into an active donor and is a core part of building the 1:1 relationships that lead to long-term support.

Design for Mobile First

Most of your donors will find your fundraising page through a link shared on social media, which means they’ll be viewing it on their phones. If your page is slow to load, hard to read, or difficult to use on a small screen, you’ll lose donations—it’s that simple. A mobile-first approach isn't a luxury; it's a necessity. Ensure your page features large, easy-to-tap buttons, simple forms that don't require endless pinching and zooming, and a clean layout that puts the donation button front and center. Test your page on different devices to make sure the experience is smooth for everyone. A seamless mobile donation process respects your donors' time and makes giving feel effortless.

Use Interactive Features to Engage Donors

A static page with a block of text and a donate button feels flat. You can bring your campaign to life by incorporating interactive elements that draw supporters in. Feature a real-time progress bar that inches closer to the goal with every donation, creating a sense of shared achievement. Add a gallery of compelling photos or a short, impactful video that tells your story in under two minutes. A donor wall that publicly recognizes contributors can also foster a sense of community and encourage others to give. These features make your page a dynamic destination rather than just a transactional form, keeping supporters engaged and eager to participate.

Spark Friendly Competition with Gamification

A little friendly competition can go a long way in motivating your fundraisers and their networks. Gamification turns the act of fundraising into a fun and engaging challenge. You can implement this by adding a leaderboard that showcases the top individual fundraisers or teams, inspiring them to vie for the top spot. Offer badges for hitting certain milestones, like "First $100 Raised" or "Five Donors Recruited." This is especially effective for Facebook Challenges, where a shared goal and public progress tracking can create incredible momentum. By framing fundraising as a game, you make participation more exciting and encourage fundraisers to keep pushing toward the finish line.

How to Structure Your Fundraising Page for Impact

The layout of your fundraising page can make or break your campaign. Think of it as your digital storefront—it needs to be inviting, clear, and compelling enough to turn a casual visitor into a committed donor. A well-structured page guides supporters on a journey, connecting them to your cause and making it easy for them to take action. By following a simple, proven framework, you can ensure your message resonates and your call to action is impossible to ignore. Let’s walk through the four key elements every high-impact fundraising page needs.

Start with a Strong Hook and Your "Why"

You have just a few seconds to capture someone's attention, so make them count. Start your page with a powerful hook—a compelling image, a thought-provoking question, or a surprising statistic that immediately draws the reader in. Once you have their attention, share your "why." People connect with people, not just causes. Fundraisers who share their personal reasons for supporting the mission, often through a short video or a heartfelt story, create a powerful emotional connection. This personal touch is what inspires friends and family to donate. Check out some of our customer stories to see how nonprofits are using personal narratives to drive incredible results.

Clearly State the Problem and Your Solution

Once you’ve established a personal connection, it’s time to provide context. Donors need to understand the specific problem your organization is working to solve. Use clear, simple language to explain the challenge. Avoid jargon or overly complex data. After you’ve outlined the problem, present your campaign as the solution. Frame it clearly: "This is the issue, and here is how your support will directly address it." This simple problem/solution framework helps donors see that their contribution isn't just a donation; it's an investment in a tangible outcome. This clarity builds trust and gives supporters the confidence that their money will make a real difference.

Make a Specific Ask and Show the Impact

Vague appeals get vague results. Instead of simply asking people to "donate now," make a specific ask that shows donors the tangible impact of their gift. Use donation tiers to illustrate what different amounts can accomplish. For example, "$25 can provide a student with school supplies for a month" is much more compelling than "Please give what you can." This approach helps people visualize the outcome of their generosity. Campaigns like Facebook Challenges excel at this by tying a specific action (like walking 100 miles) to a clear fundraising goal, making the ask both concrete and engaging for participants and their networks.

End with a Thank You and Next Steps

Don't wait until after the donation is made to show your gratitude. Include a heartfelt thank you message right on the page to acknowledge the supporter's time and consideration. This is also the perfect place to set expectations. Let potential donors know what will happen after they contribute. Will they receive an email receipt? Will you send them updates on the campaign's progress? Building these touchpoints into your page fosters trust and sets the stage for a lasting relationship. It’s the first step in turning a one-time donor into a lifelong advocate for your cause, and consistent direct messaging can help you continue that conversation.

Which Nonprofits See the Most Success with P2P?

Peer-to-peer fundraising can work for nearly any mission, but some types of nonprofits have a natural head start. Organizations that tap into strong personal connections, tell clear stories of impact, and have active, passionate communities often see the most traction. When your cause is something people can easily share and rally their friends around, you have the perfect recipe for a successful P2P campaign.

The common thread among these successful nonprofits is their ability to empower individual supporters to become powerful advocates. They give their fundraisers the tools and the confidence to share why the mission matters to them personally. This authentic, personal appeal is what inspires friends and family to donate. If your organization has a cause that touches people's lives directly, you’re already well-positioned to build a thriving peer-to-peer program. Let’s look at a few sectors that consistently do this well.

Health and Medical Research Causes

Health-related causes are a powerhouse in the P2P world because the connection is deeply personal. Nearly everyone has been affected, either directly or through a loved one, by a health crisis. This shared experience makes it easy for supporters to share their "why" and ask their networks for donations. Campaigns for cancer research, heart disease, or mental health give people a tangible way to fight back and honor those they care about.

For example, the American Heart Association’s Heart Walk remains one of the largest peer-to-peer programs, raising an incredible $110 million. These types of event-based Facebook Challenges give supporters a clear action to take, turning their personal stories into powerful fundraising fuel.

Schools and Scholarship Funds

Schools, from K-12 to universities, have a huge advantage: a built-in community. Students, proud alumni, parents, and faculty are already connected and invested in the institution's success. This makes them a perfect audience for P2P campaigns, whether you're raising money for a new science lab, scholarships, or athletic programs. The goals are often tangible, so donors can easily see where their money is going.

Creative campaigns can also capture the spirit of the school community. Think of a university band hosting a "practice-a-thon" or an elementary school holding a "read-a-thon." These symbolic activities get people talking and create a fun, competitive spirit that encourages donations.

Community-Based Nonprofits

Local organizations like animal shelters, food banks, and arts programs thrive with P2P fundraising because their impact is visible right in their supporters' backyards. Donors can see the direct results of their contributions in their own neighborhoods, which builds a strong sense of connection and trust. This local focus makes the ask feel more personal and urgent.

The most popular P2P ideas for these groups are often runs, walks, and DIY campaigns where supporters can get creative. By highlighting the stories of local people or animals being helped, these nonprofits can mobilize their communities effectively. You can see how other organizations have successfully shared their customer stories to inspire action and build momentum for their local causes.

Environmental and Social Justice Groups

Organizations focused on environmental protection and social justice are fueled by passion. Supporters of these causes are often deeply committed to the mission and are looking for ways to make a difference. Peer-to-peer fundraising gives them a platform to become active advocates, not just passive donors. They can use their personal fundraising pages to educate their networks and mobilize support for systemic change.

Think of iconic events like the Susan G. Komen MORE THAN PINK Walk, which rallies thousands to raise funds and awareness for breast cancer. These campaigns often tie into larger awareness days or movements, creating a sense of urgency and collective action that inspires people to get involved and give.

The Best P2P Campaigns for Social Media

Peer-to-peer fundraising thrives on social media because it’s built on personal connections. Instead of a broad appeal from your organization, you’re empowering your most passionate supporters to share their stories and fundraise within their own circles. The most effective campaigns tap into what makes social media work: community, shareable content, and authentic storytelling. When you give your supporters the right tools and a compelling reason to participate, they can rally their friends and family in ways your organization simply can’t on its own.

The key is to create campaigns that are easy to join and fun to share. You want to give people an experience, not just an ask. Whether it’s a personal celebration, a viral challenge, or an interactive livestream, the goal is to make fundraising feel like a natural part of your supporters' social lives. By building campaigns designed for these platforms, you can turn your followers into active fundraisers and create a sustainable pipeline of new donors. GoodUnited helps nonprofits build these relationships at scale by engaging supporters directly in their social media DMs, turning passive followers into active participants.

Birthday and Special Occasion Fundraisers

Everyone loves a birthday. These fundraisers are so effective because they’re personal, timely, and give a supporter’s network an easy way to show they care. Instead of another gift card, friends and family can donate to a cause their loved one is passionate about. It’s a simple, heartfelt call to action that feels genuine. Your organization can make this even easier by providing supporters with pre-written text, images, and a direct link to their fundraising page. This approach removes friction and empowers people to turn their special day into a moment of impact for your mission.

Challenge-Based Campaigns

Remember the ALS Ice Bucket Challenge? That’s the power of a challenge-based campaign. These initiatives invite people to complete a specific, shareable activity and challenge others to do the same or donate. The best challenges are fun, visually interesting, and simple enough for anyone to join. They create a sense of urgency and friendly competition that can spread like wildfire across social networks. For nonprofits, Facebook Challenges are a fantastic way to rally a community around a common goal, raising significant funds and awareness in a short period.

Livestream and Video Fundraising

Video brings your cause to life, and livestreaming adds a layer of real-time excitement and interaction. Supporters can host live events like gaming tournaments, virtual concerts, or Q&A sessions where they fundraise directly from their audience. This format allows for immediate feedback and community building as viewers can comment, ask questions, and donate on the spot. Even pre-recorded videos where fundraisers share their personal connection to your cause can be incredibly powerful. Encouraging your supporters to use video helps them tell a more compelling story and build a deeper connection with their donors.

Hashtag-Driven Movements

A strong hashtag can unite your supporters and amplify your message across social media. It turns individual posts into a collective movement that anyone can see and join. A great hashtag is short, memorable, and unique to your campaign. Encourage your fundraisers to use it in every post so you can track the conversation and share user-generated content. This not only helps with campaign visibility but also builds a sense of community, making every participant feel like they are part of something much bigger than themselves.

How to Actually Get People to Your P2P Page

Creating a beautiful, compelling peer-to-peer fundraising page is a fantastic start, but it’s only the first step. The real challenge? Getting people to actually see it. A great page with no visitors won't raise a dime. This is where a smart promotion strategy comes in, and it’s all about empowering your fundraisers to become effective advocates for your cause. You need to give them the tools and guidance to share their pages far and wide.

The most successful campaigns don't just rely on one method. They use a mix of social media, personal outreach, and engaging content to build momentum. Think of it as providing a simple, repeatable playbook for your supporters. When you make it easy for them to spread the word, you activate their personal networks and tap into a much larger pool of potential donors. The key is to move beyond a single "donate now" blast and instead focus on creating genuine connections. By equipping your fundraisers with the right strategies, you can turn their passion into a powerful engine for your campaign.

Tap Into Your Social Networks

Your fundraisers’ social media feeds are their most powerful tool. Encourage them to share their P2P page link directly on platforms like Facebook, Instagram, and LinkedIn, but don't stop there. Help them craft posts that tell a personal story about why they’re fundraising for your cause. Video is especially effective here; a short, heartfelt clip recorded on a phone can be more impactful than a polished graphic. Provide them with a toolkit of sample posts, images, and key facts about your mission. The goal is to make sharing their page a natural and easy part of their social media activity, turning their friends and followers into a community of potential donors.

Use DMs to Reach Out Personally

While a public social media post is great for broad reach, a direct message is where you can make a truly personal connection. Encourage your fundraisers to send one-on-one messages to their closest friends, family, and colleagues. A DM feels more intimate and is much harder to ignore than a post in a crowded feed. This is the perfect place for them to explain why this cause matters to them personally and make a direct ask. GoodUnited’s entire approach is built on the power of direct messaging because it allows for genuine, two-way conversations that build stronger relationships and inspire action.

Create Content People Want to Share

The secret to organic reach is creating content that people are excited to share. Think beyond the standard donation request. Can you create a fun social media challenge, like the ones used in successful Facebook Challenges? Or maybe a powerful video that tells a moving story about your impact? When you produce content that is emotional, entertaining, or inspiring, you give your fundraisers something valuable to share with their networks. This not only promotes their individual pages but also expands your organization's reach to new audiences who might not have heard of you otherwise.

Turn Fundraising Into a Team Effort

Everything is more fun with friends, and fundraising is no exception. Encouraging your supporters to form teams can dramatically increase their commitment and results. People are more motivated when they are working toward a shared goal with others. You can spark some friendly competition by creating team leaderboards and offering small prizes or shout-outs for the top-performing teams. This sense of camaraderie turns a solitary effort into a shared experience, keeping fundraisers engaged and motivated throughout the campaign. It builds a community around your cause and makes everyone feel like part of something bigger, a strategy many successful nonprofits use to great effect.

Creative Ways Nonprofits Are Promoting Their Pages

Once your peer-to-peer fundraising pages are live, the real work begins: getting people to see them. Simply publishing a page and hoping for the best won’t get you very far. The most successful nonprofits are proactive and creative, finding ways to cut through the noise and connect with supporters on a human level. Promotion isn't just about asking for money; it's about inviting people into a story and making them feel like part of a community.

The best promotional strategies meet supporters where they already are—scrolling through their social media feeds. Instead of trying to pull them away to a new platform, you can engage them directly within their daily digital habits. This is where you can get inventive with campaigns that are fun, shareable, and deeply connected to your mission. From viral challenges that create a sense of collective energy to intimate video stories that build personal connections, these methods turn passive followers into active fundraisers. Let’s look at a few creative approaches that are helping nonprofits not only meet but exceed their fundraising goals.

Social Media Challenges That Go Viral

Remember the Ice Bucket Challenge? It’s the perfect example of a peer-to-peer campaign that caught fire because it was simple, fun, and easy to share. You don’t need a massive budget to create a viral moment; you just need a great idea. A successful social media challenge encourages people to do something small, record it, and tag their friends to do the same. This creates a natural, organic ripple effect that spreads awareness and brings in donations along the way.

The key is to design a challenge that’s closely tied to your mission. Think about an activity that’s symbolic of your work and easy for anyone to do. For example, a literacy nonprofit could challenge people to read a children's book on camera, or an animal shelter could ask for videos of people doing tricks with their pets. Structuring these campaigns as Facebook Challenges can help you organize participants and keep the momentum going.

Storytelling and Video Campaigns

Facts and figures can inform, but stories are what truly move people to give. Your fundraisers are your best storytellers because their connection to your cause is personal and authentic. Encourage them to share why they’re fundraising for you. A heartfelt video recorded on a smartphone or a candid post sharing a personal experience can be far more powerful than a polished marketing message. These personal narratives build an emotional bridge with potential donors, making the act of giving feel more meaningful.

Guide your fundraisers by providing them with prompts or questions to answer, like "What's your connection to our cause?" or "Share a memory that inspired you to support us." Showcasing these authentic supporter stories on your main social channels can inspire others to give and even start their own fundraising pages.

Live Crowdfunding Events

Live events create a powerful sense of urgency and community that’s hard to replicate. You can combine the energy of an in-person gathering with the reach of online fundraising to create an unforgettable experience. Think about hosting a live-streamed event, like a virtual gala, a 24-hour giving day, or a behind-the-scenes tour of your facility. During the stream, you can feature stories, interview staff, and give real-time updates on fundraising progress.

Seeing a fundraising thermometer tick up live on screen is incredibly motivating for donors. You can also give shout-outs to people as they contribute, making them feel seen and appreciated. Using direct messaging to send reminders before the event and updates during it can keep your audience engaged and ready to donate when the moment is right. This approach makes everyone, whether they’re in the room or on their couch, feel like they’re part of something special.

Themed Fundraising Events

A strong theme can tie your entire peer-to-peer campaign together, making it more memorable and shareable. Instead of a generic fundraising drive, create an event around a specific concept that reflects your mission. For example, the Junior League’s Little Black Dress Initiative has participants wear the same black dress for five days to raise awareness about the restrictive choices faced by those in poverty. The theme is symbolic, thought-provoking, and creates a strong visual identity for the campaign.

Brainstorm themes that connect to your work. An environmental group could host a "Go Green" challenge where fundraisers commit to a week of sustainable habits. A health organization could create a fitness-based theme, like a virtual 5K or a daily step challenge. A clear theme gives your fundraisers a creative framework for their content and makes it easy for donors to understand the campaign’s purpose at a glance.

Common P2P Mistakes (and How to Avoid Them)

Peer-to-peer fundraising is an incredible way to expand your reach, but even the most well-intentioned campaigns can hit a few bumps. The good news is that most of these challenges are completely avoidable. When you’re asking supporters to fundraise on your behalf, you want to make the experience as smooth and effective as possible for everyone involved. A little bit of planning can make the difference between a campaign that fizzles out and one that inspires a community.

By steering clear of a few common pitfalls, you can set your fundraisers—and your organization—up for success. It’s all about creating a clear path for your supporters, giving them the tools they need, and making it easy for their networks to give. Let’s walk through some of the most frequent mistakes we see and, more importantly, how you can sidestep them from the start.

Setting Unrealistic Goals

It’s great to aim high, but setting a fundraising goal that feels out of reach can actually discourage your supporters before they even begin. When an individual fundraiser sees a massive target, they might feel like their small contribution won’t make a difference, leading to inaction. The key is to set goals that are both ambitious and achievable.

Instead of just one huge number for the entire campaign, break it down. Provide clear, tangible milestones for your fundraisers. For example, show them that raising just $50 can provide a specific service. This helps them see their direct impact and gives them a reachable first step. Successful Facebook Challenges often focus on activity-based goals with fundraising as a secondary outcome, making participation feel less intimidating.

Forgetting About Mobile Users

More people will see your fundraising page on their phone than on a desktop computer. If your page is slow to load, hard to read, or has buttons that are too small to tap, you’re losing donations. A clunky mobile experience is a major roadblock for potential donors who are ready to give in the moment. You have to make the process seamless for them, no matter what device they’re using.

Before you launch, test your page on multiple types of smartphones. Can you easily read the text without pinching and zooming? Is the donation button prominent and simple to press? The entire donation process should take just a few taps. This is a core part of how modern fundraising works—meeting supporters where they are, with an experience designed for the device in their hand.

Using Inconsistent Branding and Messaging

Your campaign’s story should be clear and consistent everywhere it appears. When your social media posts have a different tone than your fundraising page, or the branding looks disconnected, it can confuse potential donors and weaken their trust. A unified message reinforces your mission and helps people feel confident in their decision to donate. Every touchpoint should feel like it’s part of the same cohesive effort.

Create a simple toolkit for your fundraisers with your logo, brand colors, and key talking points. This ensures that even as they personalize their own pages, the core message remains strong and recognizable. Seeing how other nonprofits have created powerful, consistent campaigns in these customer stories can provide great inspiration for getting your own branding just right.

Hiding Your Call-to-Action

You’ve written a powerful story and inspired someone to act—now what? If a potential donor can’t immediately find the “Donate” button, you might lose them for good. Your call-to-action (CTA) should be the most obvious thing on the page. Don’t make people search for it. It needs to be clear, direct, and easy to find so that giving is an instinctive next step, not a scavenger hunt.

Make your primary donation button big, bold, and in a color that contrasts with the rest of the page. Place it “above the fold” so it’s visible without any scrolling. Use clear, urgent language like “Give Now” or “Donate Today.” The goal is to remove every possible moment of hesitation. By using direct messaging for nonprofits, you can also guide supporters with a clear CTA right inside the conversation, making the path to donation even simpler.

Leaving Your Fundraisers Without Support

Your fundraisers are your campaign’s biggest champions, but they aren’t mind readers. Launching a peer-to-peer campaign without providing your supporters with guidance is like asking them to run a race without a map. They need resources, encouragement, and a clear sense of what to do. When fundraisers feel supported and confident, they’re far more likely to be successful and have a positive experience representing your cause.

Equip them with a digital toolkit containing email templates, sample social media posts, and compelling images or videos. Host a kickoff call to answer questions and build excitement. Check in with them throughout the campaign to offer encouragement and share progress updates. Campaigns like Facebook Challenges excel because they build in automated support and community, ensuring no fundraiser ever feels like they’re on their own.

How to Measure Success Beyond the Bottom Line

When your peer-to-peer campaign wraps up, it’s tempting to look at one number: the total amount raised. While hitting your financial target is definitely a reason to celebrate, it’s not the only measure of success. A truly successful campaign does more than just bring in donations; it builds momentum for your cause, grows your community, and sets you up for future success.

Think of it this way: the money raised is the immediate outcome, but the relationships built and the awareness generated are the long-term assets. By looking beyond the bottom line, you get a much clearer picture of your campaign’s true impact. Are more people talking about your mission? Have you connected with a new group of passionate supporters? These are the wins that keep on giving. Focusing on these broader metrics helps you understand what really resonated with your audience, so you can replicate that success again and again.

Track Engagement Metrics That Matter

Engagement is all about how people are interacting with your campaign beyond just hitting the “donate” button. Are supporters simply giving money, or are they actively participating? Look at how many people signed up to be fundraisers, the average number of donors per fundraising page, and how many participants joined teams. These numbers tell a story about the health of your community. A campaign with high participation shows that your supporters are invested enough to ask their own friends and family to contribute. This kind of active involvement is a powerful indicator that you’re building a dedicated base for future fundraising challenges and events.

Focus on Building Long-Term Donor Relationships

A single donation is great, but a lifelong supporter is invaluable. Your P2P campaign is often the first touchpoint for many new donors, making it the perfect opportunity to start a meaningful conversation. The real goal is to turn a first-time participant into a recurring donor or a future volunteer. Are you making it easy for them to stay involved? By offering flexible ways to participate and fostering a sense of community, you encourage a deeper commitment. Nurturing these connections through personalized direct messaging and consistent updates shows supporters they’re more than just a number—they’re a vital part of your mission.

Measure Your Social Media Reach and Shares

How far did your message travel? Your social media reach is a fantastic way to measure the buzz your campaign created. Track metrics like shares, comments, and mentions to see how many people were exposed to your cause, even if they didn't donate this time around. Every share extends your reach to a new network, introducing your nonprofit to potential supporters you couldn't have reached on your own. Campaigns that inspire people to share, like the famous Ice Bucket Challenge, can dramatically increase awareness at a very low cost. As you can see in our customer stories, this expanded reach is often the first step in acquiring a whole new wave of donors.

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Frequently Asked Questions

What's the single most important element of a successful fundraising page? Hands down, it's the personal story. While a clean design and a clear goal are crucial, the "why" is what moves people to give. A fundraiser sharing their personal connection to your cause creates an emotional hook that a generic appeal simply can't match. This is the "peer" in peer-to-peer fundraising. When you empower your supporters to be authentic, their passion becomes the most powerful tool you have.

My supporters aren't professional fundraisers. How do I get them comfortable with asking for money? You can make them feel confident by reframing the task. They aren't just asking for money; they're inviting people to join them in supporting a cause they love. Provide them with a simple toolkit that includes sample posts and key facts, but encourage them to put everything in their own words. When they lead with their personal story, the ask feels like a natural extension of their passion, which makes the entire process feel more genuine and less like a sales pitch.

How much work is this for my team? We're already stretched thin. That's a valid concern for any nonprofit. The beauty of peer-to-peer fundraising is that it's designed to multiply your efforts, not your workload. Your main job is to equip your fundraisers with the tools and encouragement they need to succeed. By providing a central hub of resources and automating check-ins and updates, you can support hundreds or even thousands of fundraisers without overwhelming your staff.

Is peer-to-peer fundraising only for big, national organizations? Not at all. In fact, local and community-based organizations often have a powerful advantage. Their supporters' networks are typically concentrated in one geographic area, and the impact of a donation is often more visible and tangible. P2P success is built on the strength of personal relationships and community trust, not the size of your marketing budget.

What happens after the campaign ends? How do I keep all these new donors engaged? The end of the campaign is the beginning of a new relationship. Your first step is to thank everyone—fundraisers and donors alike—and share the final results to show them the incredible impact they made together. From there, you can continue the conversation with personalized updates about your work. This is the perfect opportunity to invite them to join your email list or follow you on social media, turning their one-time participation into long-term support for your mission.