Hosting a Peer-to-Peer or Crowdsourcing Campaign

Peer-to-peer fundraising is a powerful tool for nonprofits. It allows you to increase your people power by using your own supporters as fundraisers! Below are the basics of what a peer-to-peer fundraising campaign is and how to run one effectively.

Peer-to-peer fundraising, also known social fundraising, or simply P2P, happens when nonprofits train and empower supporters to raise money on behalf of their organization. These initiatives extend your outreach beyond your current core networks, raise awareness through trusted relationships, and attract new donors.

People give to people, and more specifically, to people they trust. P2P taps into this instinct as people ask their friends and connections to support a cause they believe in. These external fundraisers bring credibility to your organization and authenticity to the ask. In addition, social norms are powerful motivators. When we see friends, family, and their extended networks coming together to support a good cause, it’s hard to resist joining in. Think of it as peer pressure for good.

Here are five things to consider as you decide if a P2P campaign is right for your organization:

P2P requires a donor-friendly way to accept online gifts, so if you don’t have that set up, you’ll need to start there. Once you’ve developed solid online giving tools and procedures, you can expand your fundraising scope to include a P2P fundraising campaign.

You will need a group of people who are enthusiastic about your mission, and as importantly, are not tech averse. They can be board members, volunteers, donors, staff, etc. Once you identify your group, invite them to learn more about your campaign goals and let them know how you will support them during the campaign.

You can’t raise money without knowing what you are raising it for! If possible, identify a specific project that needs funding as this is more successful in P2P than raising money for general operating. You should be extremely clear on the problem that needs solving, the solution, how a donor’s support can enact that solution, and the societal impact of the solution. Tell this story succinctly and with feeling so your fundraisers understand the importance of the campaign, and are able to communicate that urgency and impact with their network.

You many need their stamp of approval to launch a public campaign, so make sure they are informed and supportive. In addition, one of the most overlooked aspects of P2P campaigns is the opportunity to involve your board in fundraising. It is a way to share with them your goals in a concrete way and illustrate how they can in turn share your story and needs with others.

This can be scary for some organizations! But we know that donors are more likely to give when asked by a friend. If you’re comfortable with loosening your grip, you’ll be rewarded with engaged fundraisers and new supporters.

Peer-to-peer fundraising is all about finding competent and passionate messengers who can bring your message to new audiences. In a time where our trust in traditional marketing messages has dissolved, this is an opportunity to rally others to speak on your behalf.

Here are some ideas for different ambassador fundraisers:

You probably already know a few passionate advocates who would make effective and enthusiastic fundraisers. Reach out and personally invite them to be a part of your campaign. Let them know this is an opportunity to make a big impact for your cause.

Your Donor Management System (DMS) should make it easy to set up a P2P campaign. You’ll want to create items such as the email appeal, acknowledgement messaging, and a campaign donation page. You will also want to create messaging for your website and social media posts that your fundraisers can easily share.

Make it easy for them! Share your fundraising materials and an outreach timeline for things like emails, texts, and social media posts and encourage your fundraisers to personalize the messaging. Ask them to share their personal story and reason for giving, and to ask their network to join them in supporting your organization. Consider adding a friendly competition to the mix for motivation – who can bring in the most donations? Throughout the campaign check in with everyone and provide guidance and support as needed.

Recognize and thank your peer-to-peer fundraisers! Have a post-campaign gathering, mention them in your newsletter, or create a special appreciation page on your blog or website. Most importantly, make sure you share how grateful you are for their help.

Those who donate through a friend’s appeal require a different type of donor retention strategy. They will need more education on your organization, why your work matters, and how they are a part of your success story. Remember, they likely gave because a friend asked them to, not because they have an affinity for your cause. Don’t miss the opportunity to tell them they have made a difference, and share how gifts like theirs are having an impact.