7 steps for launching an effective peer-to-peer campaign

The power of social media, combined with the ease of online giving, has led to a rise in the popularity of peer-to-peer fundraising in recent years. These initiatives are powerful ways to amplify your nonprofit organization’s message and boost fundraising revenue through supporter-led campaigns.

Provide your dedicated supporters with opportunities to get more deeply involved in your cause. A peer-to-peer fundraising campaign empowers them to spread the word among their friends and family through their own personalized fundraising pages. Embrace the potential of your supporters’ vast personal networks, and watch your organization’s audience grow.

Donating is often a very personal decision, driven by individual values and interests. As your fundraisers ask their networks to donate to your cause, encourage them to share their reasons for supporting your organization to help others emotionally connect with their stories.

To get started with a successful peer-to-peer campaign, follow these seven steps:

1. Start small.

The best results are driven by thoughtful, deliberate decisions. By leveraging your CRM to identify your most committed supporters, you can reach out to a small group who might be interested in taking on a peer fundraiser role. By communicating strategically, you can maximize efficiency and success in finding fundraisers for your nonprofit organization.

Provide a positive experience for your supporters and their networks through engaging events and activities. For instance, walk-a-thons or run-a-thons tend to be popular and exciting campaigns for your volunteer fundraisers to get involved in.

2. Provide communication tools.

Make it easy for your peer fundraisers to get in touch with their social networks. Offer them email templates and social media posts to share, and brand the content to your nonprofit to convey your organization’s purpose and impact.

A peer-to-peer fundraising platform can supply these easy communication tools, so take advantage of this powerful software to optimize supporters’ fundraising results.

3. Offer a peer-to-peer toolbox.

Facilitate your peer fundraisers’ efforts by equipping them with everything they need to successfully spread the word about your nonprofit’s cause and encourage their networks to contribute.

An ideal peer-to-peer toolbox should include:

• Branded fundraising pages
• Suggested social media updates
• Email templates
• Consistent language about your organization and purpose
• Information on how donations will be used

Your fundraisers may have individual campaign pages, but their work should still be cohesive with the entire peer-to-peer campaign. Provide this toolkit to maximize convenience and consistency in their efforts.

4. Engage your peer fundraisers.

Remember to stay in touch with your peer fundraisers during the campaign. Frequent updates and check-ins will give them the confidence and encouragement needed to stay engaged in their fundraising efforts.

Give them concrete information on how the campaign is progressing and keep them in the loop. Make sure they can easily reach out to your organization in case they have any questions or feedback to share as they fundraise.

5. Celebrate campaign success.

As the peer-to-peer campaign wraps up, appreciate your peer fundraisers for their contributions. They’ve demonstrated significant devotion to your cause by dedicating their time and energy toward raising money on your nonprofit’s behalf.

Spotlight your supporters on your website and social media pages to acknowledge their impact. Take the time to thank your staff and board for their involvement as well. A peer-to-peer fundraiser is a group effort, so don’t forget to celebrate as a group.

6. Cultivate new donors.

Once you’ve expanded your organization’s reach, be sure to engage your new supporters. Donors acquired through peer-to-peer fundraising campaigns will be interested in learning more about your nonprofit’s history, impact story, and purpose.

In addition to showing your appreciation, point them to your website and send them a welcome kit with useful information and merchandise branded to your organization.

7. Review campaign results.

After a productive peer-to-peer campaign, it’s important to both thank your supporters and solicit feedback. What worked well? What aspects could you focus on improving for your next fundraiser?

By effectively recording and reviewing your peer-to-peer fundraising results, your nonprofit organization can set itself up for even greater success moving forward.

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