Money Matters

Peer-to-peer fundraising guide: Best practices for success

Imagine turning your supporters into your strongest advocates, sharing your mission with their friends, family, and coworkers to raise funds and awareness for your cause. That’s the magic of peer-to-peer fundraising: it’s personal, powerful, and built on the connections that matter most.

June 2, 202615 min read Share

This article was originally published in March 2025 but has been refreshed and re-published with new content.

As nonprofits expand their reach and engage supporters more personally, peer-to-peer fundraising has become a top choice.

This approach to fundraising uses the power of social networks, allowing your supporters to raise money on behalf of your organization through their own connections.

Understanding the most important aspects of peer-to-peer fundraising campaigns can be the first step toward greater success for your organization.

Start by learning the basics of what a peer-to-peer campaign is, then find out best practices for setting up your own efforts for success. 

Key takeaways:

• Peer-to-peer fundraising empowers supporters to raise money on your behalf by creating personalized fundraising pages and tapping into their own networks.
• It’s not the same as crowdfunding; P2P fundraising extends your reach by giving individual supporters their own pages, rather than directing everyone to a single campaign page.
• Three main campaign formats exist: rolling campaigns for ongoing needs, time-based campaigns tied to specific dates or events, and single-day giving campaigns for maximum short-term impact.
• Everyone benefits: organizers gain amplified reach, supporters feel more connected to the mission, and causes gain access to new audiences and valuable donor data.
• A strong platform is essential; look for features like team-building tools, gamification elements, one-click social sharing, custom branding, and integrated e-commerce options.
• Equip your fundraisers for success by providing prewritten copy, social media templates, branded visuals, and community spaces so they can hit the ground running.
• Campaign ideas are virtually limitless—from fun runs and virtual events to birthday fundraisers, matched donations, and viral challenges, creativity is your biggest asset.
• Track, report, and follow up; monitoring progress, celebrating milestones, and staying in touch with new donors helps build long-term relationships and informs future campaigns.
• The right financial management tools help streamline tracking, ensure accurate reporting, and build the donor trust you need to grow revenue and hit your mission goals.

Here’s what we’ll cover:

What is peer-to-peer fundraising? 

Peer-to-peer fundraising is when supporters raise money for a nonprofit by asking their own friends, family, and networks to donate, often through personalized fundraising pages.

Instead of relying only on your organization’s direct efforts, Peer-to-Peer (P2P) fundraising gives individual supporters a direct role in spreading your message and bringing in donations.

Each person can create and share their own page, which helps extend your campaign beyond your usual audience.

This approach works because people are often more likely to give when a request comes from someone they know and trust.

For nonprofits, that can mean broader visibility, stronger supporter engagement, and access to new donors.

Is peer-to-peer fundraising the same as crowdfunding?   

No, peer-to-peer fundraising is not the same as crowdfunding. P2P fundraising relies on many supporters creating and sharing their own donation pages, rather than just asking them to donate themselves.

Both nonprofit fundraising methods use online platforms and networks to raise money, but crowdfunding usually asks people to donate to a single campaign page managed by the organizer.

Peer-to-peer fundraising extends your reach by encouraging those who support you to also build their own personal fundraising pages tied to your broader campaign and mission.

Then, they can bring in more donors through their own relationships.

Types of peer-to-peer fundraising campaigns 

Peer-to-peer fundraising strategies can take a variety of forms. The three most common formats for P2P campaigns are:

• Rolling campaigns: operating continuously over months or years, these campaigns often target ongoing fundraising needs and aim to build long-term relationships with donors. Peer-to-peer fundraising examples of this kind include monthly giving programs and annual appeals.
• Time-based campaigns: run for set periods, possibly to coincide with important dates, or set up quickly to deal with a pressing need, such as an emergency relief effort. These campaigns have a defined start and end date, creating a sense of urgency. Examples include end-of-year giving campaigns and the global designation of October as breast cancer awareness month.
• Single-day campaigns: also known as “giving days,” these are arranged to concentrate efforts for maximum impact within 24 hours. These campaigns often use social media and online giving platforms to generate excitement and anticipation. Examples include university giving days and the Giving Tuesday initiative after Thanksgiving. In 2025, the initiative attracted 38.1 million participants who donated $4 billion!

What are the benefits of peer-to-peer fundraising?  

Peer-to-peer fundraising helps your campaign go farther by expanding your reach, strengthening supporter involvement, and creating more opportunities to grow long-term support for your mission.

Here’s how:

For the campaign organizer 

Organizers benefit from the amplified reach that each supporter’s network brings. Your organization can focus on other aspects of the mission while supporters spread the message.

For example, you can invest in resources to support more of your fundraising partners, such as toolkits with sample social media posts, or you can offer training sessions. 

For supporters and their contacts 

Supporters involved in peer-to-peer fundraising can connect more deeply with your mission, making them feel empowered by their direct impact.

They also gain a sense of community and shared purpose, connecting them with like-minded individuals who are passionate about the cause

For the cause  

Peer-to-peer fundraising introduces your mission to new audiences you might not reach through your traditional channels.

This can lead to increased support, advocacy, and long-term sustainability for your cause.

Additionally, P2P campaigns can generate valuable data and insights about supporter demographics and motivations, which can inform your future fundraising and outreach strategies. 

What are the key steps to setting up a P2P fundraising campaign?

The key steps in setting up a P2P fundraising campaign are choosing a clear goal, building the right campaign structure, supporting your fundraisers, and tracking results as the campaign grows.

Here’s more detail on how this works:

1. Set a clear goal 

What exactly is the goal of the campaign? Is it to raise money, generate publicity, or sign up new supporters? How much or how many in each case?

Defining a specific fundraising target and timeline provides a focus for the campaign, which helps motivate fundraisers and their networks.

With a clear, measurable goal, like increasing donations by a set percentage or raising a certain amount by a set date, it’s easier to track your progress, measure impact, and celebrate and publicize milestones along the way.

2. Decide on a platform to host the campaign 

A strong peer-to-peer campaign needs a platform that supports a multi-tier structure.

Rather than a simple donation form, look for a system that can handle a “hub and spoke” model, with a central mission page that connects to dozens of individual or team sub-pages.

This ensures that while fundraising is decentralized, the data and branding remain unified.

3. Design your campaign page 

Your goal in creating a campaign page should be to provide a “plug-and-play” experience for your supporters. Instead of making them design pages from scratch, you provide the framework:

• Pre-filled templates: set up eye-catching default images, suggested copy, and impact stories for individual pages so new fundraisers can launch in seconds.
• Built-in sharing paths: make it easy for fundraisers to share their pages through social posts, email, or text messages.
• Visual momentum: include prominent milestone markers that show real-time progress toward the total goal.
• Onboarding flow: create a clear path for visitors to choose between two primary actions: “Donate Now” or “Start a Page.”
• Live campaign signals: use featured participants or recent activity updates to show that the campaign is active and gaining support.

4. Recruit fundraisers   

Committed supporters are the key to driving any campaign, as they also become advocates for the mission.

Regularly post informative content on your campaign website and offer a newsletter through which you can capture email addresses for future outreach.

Also, join social media groups and online communities where issues like your cause are welcomed and discussed. News of your campaign is likely to be accepted in these spaces.

5. Provide tools and materials 

Your fundraisers are much more likely to succeed when they don’t have to figure everything out on their own.

The more you can reduce guesswork, the easier it becomes for supporters to start fundraising quickly, share your campaign confidently, and stay engaged throughout the campaign.

• Prewritten page copy: give supporters a starting point for their personal fundraising pages, including a short mission summary, impact language, and sample donation requests.
• Email, text, and social templates: provide ready-to-use messages supporters can personalize and send without writing appeals from scratch.
• Images and videos: offer branded graphics, campaign photos, short videos, and other visual assets that make fundraising pages and social posts more engaging.
• Fundraiser toolkits: bundle your core resources in one place so supporters can quickly find what they need at each stage of the campaign.
• Group chats or community spaces: create a shared space where fundraisers can ask questions, exchange ideas, and stay motivated together.
• Direct communication features: use email updates, reminders, or in-platform messages to guide fundraisers and keep them moving toward key milestones.
• Recognition workflows: celebrate effort and results through shout-outs, milestone badges, leaderboard mentions, or thank-you messages that keep participation high.

6. Monitor progress 

Tracking the campaign’s progress allows you to analyze how well your partners are performing, spot any obstacles early on, and make adjustments as needed.

Regular monitoring keeps supporters engaged and accountable while allowing an opportunity to celebrate achievements and encourage participants.

It also informs future campaigns by highlighting what worked well and what could be improved.

7. Report campaign results as you near the goal 

Maintain momentum and excitement by regularly reporting on campaign progress as you approach your fundraising goal.

Celebrate milestones, cover peer-to-peer fundraising events, recognize top fundraisers, and share inspiring stories from people connected to the mission.

By keeping your supporters engaged and motivated, you’ll encourage them to push toward the finish line. 

8. Stay in touch with new donors 

Promptly thank new donors for their contributions and be sure to keep them updated on campaign developments to emphasize that their donation is making a difference.

Cultivate these new relationships through personalized communication and opportunities for further engagement, laying the foundation for long-term support.

Each of these steps builds on the others, creating a structured and supportive environment for fundraisers to support and push for your campaign’s goals.

Peer-to-peer fundraising ideas  

The peer-to-peer fundraising model can be applied to any campaign structure, limited only by your flexibility and creativity.

Consider these peer-to-peer fundraising events and activities among the many ways supporters can help your cause: 

Team challenges 

Events like fun runs or sponsored walks encourage teamwork and friendly competition, with each team working toward a common goal.

Team quizzes are flexible in that you can host them in person or virtually, giving supporters a chance to bond while raising funds through entry fees or pledges.

Youth-led team fundraising can also work well, especially when student groups, youth ambassadors, or school communities take an active role in promoting the campaign through their own networks. 

Individual challenges  

Individual challenges allow fundraisers to pursue personal goals that can raise funds through sponsorship or product sales.

For example, trash-collecting challenges engage environmentally conscious supporters who collect pledges per bag of waste collected.

Crafts or baked goods are easy to create and sell, making this option a solid fundraising idea for individuals of all ages.

Virtual events 

Virtual events have the added advantage of potentially reaching global audiences.

Your supporters can organize events like virtual cooking classes, yoga sessions, online games, or livestream fundraisers, inviting participants to join in exchange for a donation.

Mobile-friendly and app-based fundraising tools can make these campaigns even easier to manage and share, helping supporters reach people wherever they are.

The flexibility of virtual events means supporters can fundraise without having to plan the logistics of an in-person gathering, making them accessible and easy to share widely.

Concerts and galas  

Offering entertainment can be a great way to encourage donations.

Ticket sales for small local concerts, stand-up comedy, or karaoke nights add a formal touch to fun events. An added benefit is that supporters can invite friends and family.

Food stalls 

Supporters can set up food stalls at community events, farmers’ markets, or other local gatherings.

TV shows like The Great American Baking Show and MasterChef have encouraged ordinary people to show off their cooking skills, and food sales are a good way to give a cause exposure in a public setting.

Merchandising 

People often enjoy being able to show that they support a cause and may be open to buying merchandise with the campaign logo on it.

Intellectual and artistic challenges 

Reading, quizzes, painting, or music can all be used to draw attention and inspire contributions while encouraging interactivity or education.

These formats can also work well for younger supporters who want to participate creatively and share the campaign with their own communities online.

Extreme challenges 

Remember the global phenomenon of the ice bucket challenge? It was daring but also relatively safe—perfect for grabbing attention.

Similar alternatives might include performing random acts of kindness or taking a selfie with a local celebrity.

Viral video challenges can work in a similar way by encouraging supporters to create and share content that spreads quickly across social channels.

These stunts not only raise money but also attract media attention and social shares, potentially engaging a broader audience.

Birthday or anniversary fundraisers   

Use special occasions like birthdays or company anniversaries to request donations instead of gifts.

This peer-to-peer fundraising idea turns celebrations into impactful events where friends, colleagues, or family members can contribute to the cause.

Social platforms such as Facebook and Instagram can make these campaigns even easier to launch and share within a supporter’s existing network.

Fundraising advisory site Nonprofit Tech for Good found that in 2024, 38% of online donors donated to a nonprofit through Facebook. Of those, 70% said they would do so again.

Matched donations 

Matched donations are an effective way to amplify the impact of each contribution.

Seek out businesses or institutions that are willing to match each donation dollar-for-dollar up to a certain amount.

This motivates ordinary donors to give, knowing their contributions will be doubled.

Countdown campaigns

Countdown campaigns use a fixed deadline to create urgency and keep supporters focused on a short fundraising window.

This format works well when paired with milestone updates, daily goals, or final-push messaging across email, text, and social media.

Whether tied to a seasonal appeal, a giving day, or the last few days of a larger campaign, countdown campaigns can help drive action by making each moment feel more immediate.

Peer-to-peer fundraising best practices for campaign success  

The success of a campaign depends on well-executed strategies that support your fundraising partners and engage their audiences. Consider these peer-to-peer fundraising tips:

• Report campaign results: regularly publish reports to provide updates on the impact of your campaign and milestones as they are reached. This keeps supporters engaged and motivated and builds trust with donors.
• Provide shareable content and materials: equip fundraisers with templates, graphics, and messaging to make sharing easy. Make sure these materials are mobile-friendly and optimized for different social media platforms to maximize reach.
• Choose a good platform: the best P2P fundraising platforms are user-friendly and have built-in features to ensure seamless registration and donation processes. Look for platforms that offer customizable branding options, ample reporting tools, and integrations with other fundraising software.
• Gamify the experience: adding incentives like badges or leaderboards increases excitement and participation. An element of friendly competition makes the whole experience more memorable.

What should peer-to-peer fundraising platforms include?

A good peer-to-peer fundraising platform should make it easy for supporters to create and share fundraising pages, track progress, stay engaged, and support your campaign effectively.

Look for these “must-have” features when shopping for a platform:

Team-building and hierarchical tools 

Look for tools that allow supporters to form or join teams.

This fosters camaraderie and friendly competition, allowing groups to track collective progress and motivate one another toward a group goal.

Gamification elements   

Keep fundraisers engaged with interactive layers like:

• Leaderboards: showcasing top-performing individuals or teams.
• Digital badges: recognizing milestones (e.g., “First Donation Received” or “Goal Reached”).
• Automated coaching: built-in prompts or templates that remind fundraisers to share their progress. 

Integrated social and text sharing

Sharing should be one-click. The platform must generate “Smart Links” for social media and SMS, so that when a fundraiser shares their page, the preview image and description look professional and enticing.

Custom branding and event pages  

Ensure you can customize the layout to match your nonprofit’s brand.

This consistency builds trust with donors who are being directed to the site from an individual’s social media post.

E-commerce options

Beyond traditional donations, check for the option to integrate an online store.

Selling branded merchandise provides a tangible connection to the cause and acts as a “walking billboard” for your mission.

Optimize your peer-to-peer fundraising strategy 

Effective peer-to-peer fundraising runs much more smoothly if your organization is backed by good planning and financial management tools.

They give your peer-to-peer fundraising partners the means to review your use of the money raised, while assuring potential supporters that they’ll be backing a trustworthy mission. 

Investing in a reliable nonprofit accounting solution can help streamline your campaign’s financial tracking, ensure accurate reporting, and enhance transparency with your donors.

With the right software foundation in place, you’ll have a solid basis for growing donor relationships, increasing fundraising revenue, and smashing your mission goals.

Peer-to-peer fundraising FAQs

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