Why Peer-to-Peer Fundraising Works
Imagine 50 of your most passionate supporters each raising $500 from their personal networks. That's $25,000 you didn't have to solicit directly—and dozens of new donors who trust your organization because a friend vouched for you.
The Power of Social Proof
People are 4x more likely to donate when asked by a peer versus a nonprofit's email. P2P (peer-to-peer) fundraising leverages this trust multiplier to expand your reach exponentially.
This guide will walk you through building a P2P campaign from scratch—choosing the right model, recruiting fundraisers, hitting revenue goals, and avoiding common pitfalls.
3 Types of P2P Campaigns (Which Is Right for You?)
1. Event-Based P2P
Examples: Walk-a-thons, bike rides, 5Ks, virtual challenges
Participants register for an event and fundraise to "earn" their spot or reach a personal goal. Best for organizations with an established event audience.
✅ Best For:
- • Health/wellness organizations
- • Community-based nonprofits
- • Organizations with active volunteer bases
2. Birthday/Milestone Fundraisers
Examples: Facebook Birthday Fundraisers, but platform-independent
Supporters create fundraising pages for personal milestones (birthdays, anniversaries, memorials) and ask friends to donate instead of sending gifts.
✅ Best For:
- • Cause-driven organizations with emotional connection
- • Always-on campaigns (no single event date)
- • Building sustained engagement year-round
3. Team/Ambassador Campaigns
Examples: Corporate giving challenges, student ambassador programs
Groups (companies, schools, clubs) compete to raise the most money. Leaderboards and team goals drive friendly competition.
✅ Best For:
- • Educational institutions
- • Nonprofits with corporate partnerships
- • Organizations with natural affinity groups
Step-by-Step: Launch Your P2P Campaign in 2 Weeks
Set a SMART Campaign Goal
Don't just say "raise money." Define:
- Total revenue goal: "$25,000"
- Number of fundraisers: "50 fundraisers"
- Individual goal: "$500 per fundraiser" ($25,000 ÷ 50)
- Timeline: "30-day campaign (March 1-31)"
💡 Pro Tip
Make individual goals achievable. $500 over 30 days = ~10 friends donating $50 each. That's doable!
Create Your Campaign Landing Page
This is the master page where people learn about the campaign and sign up to fundraise. Include:
- Compelling headline: "Run 5K. Save Lives. Fundraise for Clean Water."
- Hero image/video: Show impact or past event success
- Campaign goal tracker: "$12,500 raised of $25,000 goal"
- "Become a Fundraiser" button: Bright, prominent CTA
- Leaderboard: Top 10 fundraisers (drives competition)
Recruit Your First 10 Fundraisers (Seed Your Campaign)
Never launch to the public with zero fundraisers! Recruit 5-10 "captains" before announcing:
Who to Recruit First:
- • Board members and their networks
- • Staff (if appropriate)
- • Past event participants
- • Major donors who love your mission
- • Influencers/community leaders
Personal invitation works best: "Would you be one of our 10 founding fundraisers? We need leaders to kick this off."
Provide a Fundraiser Toolkit (Make It Easy)
Your fundraisers aren't professional marketers. Give them plug-and-play materials:
- Email templates: "Hi [Name], I'm fundraising for [cause]..."
- Social media graphics: Pre-designed Instagram/Facebook posts
- Sample "Why I'm Fundraising" stories: Show them how to personalize
- Impact stats: "$50 provides 10 meals" (easy to share)
🚨 Critical
The #1 reason P2P campaigns fail: fundraisers sign up but don't know what to do next. Remove all friction!
Launch & Support Your Fundraisers
Send weekly check-ins to keep momentum:
Week 1: Kickoff Email
"You're officially a fundraiser! Here's your unique link. Send your first 5 emails today."
Week 2: Milestone Celebration
"We're at $10,000! You've raised $X so far. Share on social to reach your goal."
Week 3: Competitive Nudge
"Top fundraiser is at $850! You're $200 away from the leaderboard."
Week 4: Final Push
"3 days left! One last email/post can put you over your goal."
Celebrate & Report Back
After the campaign closes:
- Send thank-you emails to all fundraisers (even those who raised $0)
- Recognize top fundraisers publicly (social media shoutouts)
- Share impact report: "Your $25,000 will provide..."
- Ask for feedback: "What would make next year's campaign better?"
What "Success" Looks Like (Benchmarks to Track)
Average Raised Per Fundraiser
Good: $300-500
Great: $500-1,000
Excellent: $1,000+
Fundraiser Participation Rate
Of those who sign up, how many actually raise $1+?
Average: 60-70%
Excellent: 80%+
Average Donation Size
From individual donors supporting fundraisers:
Typical: $50-75
(Higher than direct appeals due to peer influence)
New Donor Acquisition
% of donations from first-time donors:
Target: 40-60%
(P2P expands your reach to new networks)
5 Mistakes That Kill P2P Campaigns (And How to Avoid Them)
❌ Mistake #1: Setting Individual Goals Too High
Asking volunteers to each raise $2,000 is overwhelming. Most won't even try.
✅ Fix: Set achievable goals ($300-500) that 80% of fundraisers can reach.
❌ Mistake #2: No Fundraiser Support System
Fundraisers sign up, then... crickets. They forget about it or don't know what to do.
✅ Fix: Weekly check-in emails with specific action items ("Send 3 emails this week").
❌ Mistake #3: Complicated Sign-Up Process
"Create account → Verify email → Upload photo → Write bio → Set goal..." People drop off.
✅ Fix: One-click fundraiser page creation. Pre-fill content they can customize later.
❌ Mistake #4: Launching to Cold Audience
You announce the campaign but have zero fundraisers signed up. Looks empty and uninspiring.
✅ Fix: Recruit 5-10 "captains" before public launch to seed momentum.
❌ Mistake #5: Forgetting to Thank & Steward New Donors
P2P brings new donors into your database—but if you never contact them again, they won't give next year.
✅ Fix: Tag P2P donors in your CRM. Send a welcome series and add to regular communications.
The Tech You Need to Run P2P Smoothly
Don't try to manage P2P in spreadsheets. You need a platform that handles:
Expirely's P2P Features
Our platform includes everything above—plus ties P2P donations directly into your donor CRM for seamless stewardship. Starting at $49/month.
The Bottom Line on P2P Success
Peer-to-peer fundraising isn't just about the money—it's about multiplying your reach and building a community of advocates.
Set achievable goals. Make it easy. Support your fundraisers. Celebrate wins.
Do this right, and you'll turn 50 supporters into 500 new donors—and a revenue stream that grows year after year.
Launch Your First P2P Campaign in Minutes
Expirely's P2P tools let you create campaigns, track fundraisers, and manage donations—all in one platform with your donor CRM.
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