How To Launch a Peer-to-Peer Campaign

The power of social media combined with the ease of online giving has contributed to the rise in popularity of peer-to-peer fundraising in recent years. These initiatives help nonprofits raise more money by amplifying your message through peer-driven campaigns.

How often have your supporters asked what they can do to help your organization? A peer-to-peer fundraising campaign encourages them to spread the word among their friends and family. Remember the “Tell Two Friends” shampoo commercial from the 1970s and 1980s? Ask your supporters to tell two friends, and they’ll tell two friends, “and so on, and so on, and so on.”

Donating is a personal decision. As your fundraisers ask their networks to support your cause, encourage them to put their reason for supporting you in their own words.

Getting Started

• Start small. Reach out to 5-10 supporters who can fill the peer fundraiser role and raise money on your behalf.
• Provide your fundraisers with easy-to-share communications tools so they can quickly spread the word and raise funds without a lot of effort.
• Your peer-to-peer toolbox should include branded fundraising pages; suggested social media updates; email templates; and boilerplate language about your organization, mission, and information on how donations will be used.
• Actively engage your peer fundraisers during the campaign. Give them confidence and encouragement. Update them on campaign progress.
• Celebrate the success of the campaign. Thank all of your fundraisers, staff, and board.
• Engage your new donors. Donors acquired through peer-to-peer fundraising campaigns will need more education about your nonprofit. In addition to a thank you, send a welcome kit with organizational info and swag.
• Record and review your campaign results. What worked well and what didn’t?

Download our eGuide, “How To Enhance Your Donor Engagement,” for more on how to engage your donors.