Chances are, even if you haven’t run a peer-to-peer campaign yourself, you have run into somebody who has participated in one. Think of the friend who asks for a donation to their favorite charity in lieu of birthday presents, or the college classmate who calls you to invite you to join them in donating to the annual fund. Both are examples of Peer-to-Peer, or P2P, campaigns, and they can be a great component of nonprofit fundraising strategy.

In this guide, we will cover everything you need to create a successful peer-to-peer campaign, from planning and execution to advanced strategies and future trends. Here’s what you’ll find:

What is a Peer-to-Peer Fundraising Campaign? An introduction to P2P fundraising and how it empowers your supporters to extend your mission through their networks.
Exploring P2P Fundraising Types: A breakdown of the different types of P2P campaigns and how to choose the best one for your organization.
Comprehensive Planning and Execution Framework: Step-by-step guidance on planning, recruiting, managing, and following up to maximize your campaign’s impact.
Detailed Case Studies: Real-world examples that highlight successful P2P campaigns, illustrating effective strategies and lessons learned.
Advanced Best Practices and Innovative Ideas: Tips on keeping fundraisers engaged, recognizing milestones, and inspiring creativity throughout your campaign.
Technological Tools: Recommendations for platforms and tools to streamline campaign management and boost engagement.
Addressing Common Challenges: Solutions for overcoming fundraiser fatigue, donor apathy, and resource constraints.
Future Trends in P2P Fundraising: Insights into the latest trends, including data-driven decision-making, personalization, and regulatory updates.

This guide builds on my last P2P tips article to set you up with everything you need to know to launch and sustain a P2P campaign that not only meets but exceeds your goals. Explore the sections below to get started!

*P2P fundraising turns individual efforts into collective “change”*

1. What is a Peer-to-Peer Fundraising Campaign?

Peer-to-peer (P2P) fundraising empowers your supporters to raise funds on your behalf by engaging their personal networks. It allows individuals to become ambassadors for your cause, extending your organization’s reach and amplifying your mission.

Whether through a virtual 5K, a birthday fundraiser, or a giving day campaign, P2P fundraising accomplishes two things. It raises money for your cause, and fosters a passionate and engaged community. A good P2P campaign can be fun, competitive, and interactive, with leaderboards, challenges, and themed events that boost engagement. By building a community around a shared activity and personal connections, P2P campaigns inspire donors to give more and stay involved, creating lasting support for your organization.

2. Exploring P2P Fundraising Types

There are a number of different types of P2P campaigns to choose from, depending on the needs of your organization.

Key Types:

Rolling campaigns: Ongoing initiatives that fundraise over an extended period.
Time limited events: Campaigns tied to a specific date or season, such as Giving Tuesday or End of Year.
Giving day campaigns: High-intensity campaigns focused on a single day of impact.

Examples of Campaign Themes:

Virtual 5Ks that allow participants to track and share progress with their networks.
Birthday fundraisers that encourage supporters to donate in lieu of gifts.
Creative challenges, like dance marathons, that add a personal touch.

3. Comprehensive Planning and Execution Framework

Planning is the backbone of any successful P2P campaign. P2P campaigns rely upon the enthusiastic efforts of amateur fundraisers. A well thought out plan will allow you to maximize the impact of that enthusiasm– and raise more money.

Pre-Campaign Planning:

Set realistic goals that motivate participants without overwhelming them.
Develop a planning timeline spanning at least 3 months.
Identify target audiences, such as board members, alumni, or event attendees, and tailor your outreach approach.
Select the platform that best aligns with your goals and audience preferences.

Recruitment Strategies:

Use personalized emails, text messages, or newsletter blasts to invite participants.
Assign specific staff members to send invitations, adding a personal touch.
Follow up multiple times to encourage participation and address questions.

Campaign Management:

Monitor progress with tools like leaderboards or spreadsheets to track milestones.
Build and share a Frequently Asked Questions (FAQ) document based on fundraisers’ questions to reduce confusion and improve efficiency.
Update campaign totals to include offline donations, such as checks or donor-advised fund gifts.

Post-Campaign Activities:

Personalize thank-you messages to fundraisers and donors via emails, calls, or letters.
Distribute prizes promptly to winners, if applicable.
If hosting a culminating event, use it as an opportunity to celebrate and thank participants.

4. Detailed Case Studies

Case Study #1: Class-Year Giving Competition Drives Engagement for Anniversary Campaign

An internationally recognized nonprofit awards dozens of fellowships to developing changemakers each year. The cohorts bond over the course of their fellowships. A P2P campaign that leveraged those bonds by cultivating friendly competition between different fellowship years proved to be a successful P2P model for a milestone anniversary campaign. By combining community building, gamification, and strategic outreach, the nonprofit was able to raise money and drive engagement at the same time.

Key Elements of Success

Gamification and Real-Time Leaderboards

A central feature of the campaign was its competitive structure. Fellowship classes competed based on the total dollars raised and the number of individual donors contributing.
Leaderboards were updated in real time, creating urgency and friendly competition among participants.
Weekly updates via email and social media celebrated top-performing classes, encouraging lagging groups to ramp up their efforts.

Pre-Campaign Planning and Recruitment

The success of the campaign was rooted in strong pre-launch planning. Each class year designated one or more class ambassadors responsible for rallying their classmates.
Ambassadors were provided with toolkits that included messaging templates, outreach strategies, and timelines.
Early recruitment efforts focused on older class years that hadn’t gathered in years, reigniting relationships and fostering nostalgia-driven engagement.

Strategic Messaging for Ambassadors

Personalized outreach was prioritized by equipping class ambassadors with draft emails and social media posts tailored to each fellowship class’s history and achievements.
Messaging focused on shared memories, the importance of giving back, and friendly competition to increase participation.
Example outreach themes included celebrating specific program milestones or honoring influential moments from each class’s fellowship experience.

Culminating Celebration Event

The campaign concluded with a celebratory virtual event where participating fellowship classes gathered to mark the organization’s anniversary and recognize the top fundraisers.
Special reunion events were hosted for older class years that had not connected in several years, further deepening engagement beyond the financial contributions.
Awards were presented for categories such as “Most Dollars Raised”, “Most Donors Engaged”, and “Most Creative Fundraising Approach.”

Results and Impact

The campaign generated over $100,000 in revenue.
It re-engaged alumni who hadn’t participated in years, strengthening the community’s ties to the organization.
Class ambassadors reported increased feelings of connection and ownership of the organization’s mission, leading to ongoing involvement beyond the campaign itself.
The competitive structure and reunion focus sparked long-term donor engagement and retention.

Lessons Learned

Competition Drives Results: Introducing gamified elements like leaderboards can boost participation and sustain momentum throughout the campaign.
Personalization Matters: Customizing outreach messages for different groups enhances relevance and motivates action.
Events Deepen Engagement: Hosting in-person or virtual gatherings can strengthen the emotional connection to a cause, particularly for long-standing supporters.
Empowered Ambassadors Are Key: Providing clear guidance and tools for ambassadors ensures consistency in messaging and improves campaign execution.
Sometimes people just need to be asked, and told what to do! In this case, participants already identified with the cause.

This case study highlights how combining competition with community-building efforts can significantly amplify fundraising success while fostering deeper engagement among supporters.

Case Study #2: Corporate Engagement Through Virtual Trivia Night

Overview

A nonprofit seeking to build a new corporate partnership collaborated with a financial investment firm to host a virtual trivia night—a creative P2P fundraising campaign designed to engage employees and support a meaningful cause. The event brought teams together for a fun and competitive experience while raising critical funds for the nonprofit’s mission. By combining pre-event fundraising, a live competition, and strategic corporate outreach, the initiative exceeded participation and fundraising goals, strengthening relationships and laying the foundation for a lasting partnership.

Key Elements of Success

Pre-Event Fundraising Strategy

Most of the funds were raised in advance of the trivia night, with participants encouraged to donate and fundraise before the event.
Each trivia team created a peer-to-peer fundraising page to gather contributions from colleagues, friends, and family.
Early goal-setting and deadlines helped build momentum, ensuring participants were engaged and motivated leading up to the event.

2. Real-Time Engagement During the Event

While much of the fundraising was done beforehand, additional donations came in during the trivia night as excitement built around the competition.
A live leaderboard tracked both trivia scores and fundraising totals, encouraging friendly competition and driving last-minute contributions.
Real-time updates and announcements celebrated team achievements and boosted overall engagement.

3. Strong Corporate Partnership Coordination

A key factor in the event’s success was having a supportive and responsive primary corporate contact who served as the liaison between the organization and participating employees.
This individual was responsible for sharing event information, coordinating with the organization’s team, and approving leaderboard updates and messages.
Regular communication with this contact ensured smooth coordination and increased team participation.

4. Recognition and Incentives

To motivate participation and reward effort, teams were recognized in several categories:

Top Trivia Team (highest score)
Most Funds Raised (highest total contributions)
Most Donors Engaged (highest number of unique donors)

In addition to prizes, the corporate partner was acknowledged through post-event communications, and social media shoutouts.

Results and Impact
The campaign raised $7,500 overall. Participants were encouraged to take advantage of their employers’ matching gift programs, significantly increasing the total impact. The event attracted over 60 new, unique donors, strengthening relationships with the corporate partner and laying the groundwork for future collaborative fundraising efforts.

Lessons Learned

Pre-Event Fundraising Sets the Stage: Encouraging donations before the event built momentum and reduces pressure during the trivia night.
A Strong Corporate Liaison Is Key: Having a central point of contact within the company streamlined communication and boosted participation.
Live Engagement Drives Donations: Real-time leaderboards and updates during the event encouraged last-minute giving and sustained excitement.
Recognition Encourages Future Participation: Publicly acknowledging top-performing teams and corporate partners helped build loyalty and set the stage for future fundraising events.

Conclusion
This virtual trivia night campaign demonstrated how a well-structured, interactive event could effectively engage corporate supporters and drive peer-to-peer fundraising success. By combining early fundraising efforts, competitive elements, and strong corporate partnerships, the organization exceeded its fundraising goals while fostering meaningful relationships for future collaboration.

*Example of a P2P Campaign’s Leaderboard Showing the Top 7 Fundraisers*

5. Advanced Best Practices and Innovative Ideas

Incorporate creativity and motivation to elevate your P2P campaign.

Create infographics or Loom videos to explain steps like setting up a fundraising page or crafting a solicitation.
Provide templates and checklists for planning, outreach, and follow-up.
Keep the experience fun by introducing gamified elements like themed weeks or challenges.
Recognize milestones with public shoutouts on social media, emails, or campaign dashboards to keep your fundraisers motivated and engaged.
Offer incentives like prizes donated by sponsors or board members to encourage participation.
Use leaderboards to showcase top fundraisers and teams, promoting healthy competition.

*Customer Relationship Management (CRM) Graphic*

6. Technological Tools

Leveraging the right tools is key to managing and optimizing P2P campaigns.

Recommended Platforms:

Charity Footprints: Ideal for virtual and hybrid campaigns with features like fitness challenges, progress tracking, and gamification tools.
Bloomerang: Combines P2P fundraising with donor management, providing insights and seamless integrations.
Neon One: Offers robust customization, storytelling tools, and social sharing features to amplify campaign efforts.

Things to Look For:

Tracking milestones and updating leaderboards to keep participants motivated.
Gamification tools like badges and rewards to create a fun and engaging experience.
Tutorials and onboarding resources to simplify setup for fundraisers.

Choosing the right platform depends on your organization’s needs, budget, and the complexity of your campaign.

7. Addressing Common Challenges

Few things are more depressing than a P2P campaign that fizzles out halfway through. Your energetic fundraisers run out of gas, the donors just aren't responding, and your staff are overwhelmed and increasingly demoralized. But it doesn't have to be that way!

Fundraiser Fatigue

When your volunteer fundraisers lose motivation partway through a campaign, participation and donations can plateau or decline. Keep the momentum going by:

Offering ready-to-use templates: Make outreach effortless for your fundraisers by providing pre-written email templates, social media posts, and thank-you messages. Additionally, offer to help them personalize these messages to make them their own. This removes guesswork and saves participants’ time.
Recognizing and rewarding progress: Acknowledge fundraisers who hit specific milestones through social media or email shoutouts, leaderboard placements, or exclusive perks like early access to organizational events.
Creating mid-campaign challenges: Introduce mini-challenges (e.g., “Who can raise the most this weekend?”) or themed fundraising days with bonus rewards to reinvigorate participants.

Donor Apathy

When donors feel disconnected or indifferent, they’re less likely to give. You can combat apathy by:

Crafting compelling narratives: Share stories that highlight the direct impact of donations. Personal anecdotes from beneficiaries or testimonials from previous donors help connect emotionally with supporters.
Using multimedia storytelling: Enhance your messaging with short videos, engaging images, or audio clips that resonate with donors and showcase your mission in action.
Segmenting communications: Tailor messages based on donor history (e.g., acknowledging past donations) to create a sense of personalization and relevance.
Exploring diverse engagement methods: Some donors may respond better to a phone call than an email, for example.

Resource Constraints

Small organizations often face limited budgets and staffing for P2P campaigns. You can overcome these constraints by:

Recruiting skilled volunteers: Platforms like Catchafire and Taproot Foundation connect nonprofits with professional volunteers for skills-based tasks like marketing, copywriting, or tech support.
Seeking in-kind donations: Approach local businesses for prize donations or sponsorships to reward fundraisers without straining your budget.
Leveraging free tools: Use free graphic design tools (like Canva) or social media scheduling platforms (like Buffer) to streamline content creation and outreach.

8. Future Trends in P2P Fundraising

The P2P fundraising landscape is evolving rapidly, with new technologies and strategies shaping how organizations engage supporters. Staying ahead of these trends will help you innovate and remain competitive.

Data-Driven Decision Making

Real-time analytics: Use platforms that offer real-time tracking of fundraising efforts, donor engagement, and social media shares to adjust strategies on the fly.
Predictive analytics: Leverage historical data to predict donor behavior, set realistic fundraising goals, and anticipate potential challenges.

Hyper-Personalization for Donors

Customized donor journeys: Tailor emails, thank-you notes, and campaign updates based on donors’ previous interactions, interests, or donation amounts.
Dynamic fundraising pages: Offer fundraisers the ability to personalize their pages with images, videos, and stories, increasing emotional resonance and donor engagement.

Emerging Technologies

AI-driven insights: Artificial intelligence can help identify top prospects, recommend personalized outreach strategies, and optimize messaging for better engagement.
Hybrid events: Combine virtual and in-person experiences to expand participation. For instance, a 5K run could include an in-person event with a virtual tracker for remote supporters.

Nonprofits can build campaigns that achieve financial goals, inspire fundraisers, and foster a sense of community. With the right balance of planning, creativity, and support, your P2P efforts can deliver meaningful impact and long-term engagement.

Conclusion

Peer-to-peer (P2P) fundraising is a powerful way to expand your reach, engage supporters, and boost revenue by turning participants into ambassadors for your mission.

This guide has provided the tools and strategies to help you plan, execute, and optimize a successful campaign—whether through personalized outreach, creative incentives, or leveraging technology.

With thoughtful planning, consistent engagement, and a focus on community-building, your organization can create impactful campaigns that inspire action, foster loyalty, and exceed fundraising goals. Now, it’s time to activate your network and let your supporters lead the way.

About the Author:

Mike Esposito, CFRE

Mike is the Founder and Lead Fundraising Strategist of Mike Esposito Fundraising, a New York City-based consultancy dedicated to helping small to midsize nonprofits strengthen donor relationships and achieve long-term fundraising success. A CFRE-certified strategist, mentor, and coach, Mike partners with organizations to develop tailored solutions that align with their mission and goals. His expertise spans fundraising strategy development, major gifts, donor stewardship, campaigns, and board and staff coaching- offering nonprofits the tools and guidance they need to build sustainable, high-impact fundraising programs.

Mike Esposito Fundraising

Best Peer-to-Peer Fundraising Guide: Tips, Tools, and Tactics for Fundraisers