June 30, 2022

Peer-to-peer campaigns

Peer-to-peer fundraising leverages the enthusiasm and social connections of your organization's supporters and volunteers.

During Covid-19, virtual peer-to-peer fundraising campaigns have risen in prominence and frequency as the future of in-person fundraising events remains in flux. Peer-to-peer fundraising leverages the enthusiasm and social connections of your organization’s supporters and volunteers to raise your profile (and revenue!) via social media posts and direct emails. They are generally tied to a fundraising campaign that is fully virtual.

According to pandemic-era research by nonprofit tech provider OneCause, peer-to-peer campaign participants are TWO TIMES as likely to be recruited by a friend, family member, or coworker than the nonprofit itself! Research also shows that the best way to insure that peers can recruit widely and efficiently within their circle is via social media and email, so nonprofits should focus efforts on these two top channels for recruitment.

If you’re considering putting together a peer-to-peer campaign, keep in mind as you design your campaign that you’ll want to:

  • Center the mission. The same research from OneCause indicates that 72% of peer-to-peer participants are driven by a connection to the mission.
  • Make it fun and easy! Make sure you have provided all of the social media links, logos, images, and invite templates to your participants and provide some training and talking points so they are comfortable with talking and writing about the mission. Come up with something exciting and share-able.
  • Aim high! Don’t lower the bar on your fundraising goal. A low fundraising goal won’t seem more attainable, just less motivating!

For more insight, check out the original post at: Virtual Peer-to-Peer Campaigns: 4 Tips to Attract Social Fundraisers