The complete peer-to-peer campaign guide for fundraising success

Peer-to-peer (P2P) fundraising campaigns are one of the most effective ways for a nonprofit organization to broaden its reach and engage new supporters. These campaigns empower your dedicated supporters to act as volunteer fundraisers, rallying friends, family members, and social networks to support your cause. This strategy not only raises money but also strengthens personal connections with your donor base, creating lasting relationships beyond a single campaign.

In this comprehensive guide, we’ll walk you through each step of building a successful peer-to-peer fundraising campaign. Whether you’re new to this type of campaign or want to take your efforts to the next level, this checklist equips you with fundraising tools, best practices, and actionable strategies.

Why peer-to-peer fundraising works

P2P fundraising leverages the power of personal connections and social networks to amplify your nonprofit’s message. Studies show that 48% of people trust recommendations from friends and family over traditional advertising, making P2P fundraising highly effective. This trusted connection makes it easier for individual fundraisers to inspire others to give.

Research also reveals that 80% of people who donate to P2P campaigns are first-time donors, meaning these efforts can significantly expand your donor base. Through personal stories and authentic outreach, fundraisers inspire new donors and build deeper engagement with your mission.

Benefits of peer-to-peer fundraising

P2P fundraising is effective because it:

• Expands your reach: By engaging supporters’ social media platforms and networks, you can attract new donors who may not have discovered your nonprofit otherwise.
• Humanizes your cause: Personal fundraising pages allow supporters to share why your mission matters to them, creating more meaningful connections.
• Drives fundraising success: P2P campaigns often outperform traditional efforts through personal storytelling and social sharing.

What’s changed with peer-to-peer fundraising?

Program diversification is driving the industry forward, and successful P2P fundraising is no longer a one-size-fits-all approach.

• DIY is on the rise: More nonprofits are empowering supporters to launch fundraising initiatives whenever they’re inspired, turning personal moments into powerful giving opportunities.
• Layering strategies is key: Combining different types of P2P campaigns—like a signature event with an ongoing DIY program—helps you engage more supporters in more ways.
• Gen Z has entered the room: This new generation of givers is passionate, digitally savvy, and ready to rally their networks for causes that matter to them. They expect authentic, social-first experiences.

Fundraising campaign page essentials

Your campaign’s landing page serves as the central hub for your peer-to-peer fundraising efforts. It’s where fundraisers and donors learn about your cause, take action, and track progress. Here’s how to optimize your campaign page for maximum impact.

Use the hero section to grab attention

The hero section is the first thing visitors see when they land on your page and it sets the tone for everything else. Use a compelling headline and a high-quality image or video that connects emotionally with your audience to convey the heart of your nonprofit’s mission. However, be sure to avoid clutter and stay consistent with your branding by using your organization’s brand colors—entering HEX color codes ensures precision.

Track progress for motivation

Fundraising thermometers, or progress circles, create excitement by showing real-time gains toward your goal. Make sure to wait until you’ve reached one-third of your fundraising goals before displaying since people are more encouraged to contribute when they see a campaign gaining momentum. Once you’ve reached that initial milestone, a visible progress tracker can inspire further action. This approach encourages participation and inspires friendly competition among fundraisers and teams.

Add clear calls to action

Unlike traditional crowdfunding campaigns, P2P campaigns can have two prominent calls to action: “Start fundraising” and “Donate now.” These buttons should be easy to find, allowing visitors to quickly choose their preferred way to support your campaign. Offering clear calls to action can increase engagement and broaden your campaign’s impact.

Creating content that drives engagement

Storytelling is at the heart of any successful P2P fundraising campaign. From your about section to social media posts, email templates to individual or team fundraising pages, every piece of content should feel personal, relatable, and aligned with your nonprofit’s mission.

Connect with supporters in the about section

Replace generic default language with personalized messaging that reflects your nonprofit’s voice. Write an engaging headline—something more compelling than “About the campaign.” Use your brand colors for text, buttons, and icons to maintain consistency throughout the page.

Make sure to clearly communicate your campaign goal and the difference supporters will make. Minimizing long sections of text with icons, infographics, or visuals can improve readability and keep visitors engaged.

Inspire action with impact blocks

Show donors and fundraisers how their contributions make a tangible difference. Highlight the impact with clear examples and visuals, like:

• $250 raised: Covers educational supplies for 10 children
• $500 raised: Provides meals for 15 families for a month
• $1,000 raised: Funds job training for five individuals

Use these impact blocks in P2P fundraising pages and personal fundraising pages to motivate fundraisers and donors to aim higher.

Gamify fundraising with leaderboards

A leaderboard showcasing top fundraisers or donors can spark excitement and healthy competition. For some, waiting to display this section until there are several active fundraising pages can be beneficial for engaging more participants. However, a populated one always motivates others to join the effort.

Enhance the campaign with custom content sections

These sections can provide even more value for donors and fundraisers, enhancing the overall campaign experience. You can create them using simple text, images, or video blocks, or use custom code for more advanced options if your platform supports it.

Consider including:

• For potential donors: Use beneficiary testimonials, sponsor recognition, and concrete examples of your work’s impact. These elements build trust and demonstrate accountability.
• For fundraisers: Offer practical resources like email templates, social media graphics, and fundraising tips. Link to downloadable PDFs with outreach templates and best practices to set your advocates up for success.
• For everyone: Set up a FAQ section addressing common questions about your organization, campaign goals, and fund usage. This transparency builds confidence and removes barriers to participation.

Supporting fundraisers and donors

Successful P2P campaigns rely on providing dedicated supporters with the resources they need to succeed. Here’s how to support fundraisers and donors effectively.

Empower organizers with the right tools

Equip fundraisers with toolkits that include email templates, social media graphics, and creative peer fundraising ideas. Hosting webinars or sharing training videos can further empower fundraisers to build impactful personal fundraising pages and share compelling personal stories.

Provide coaching and tips for success

Giving your fundraisers regular coaching and helpful tips can significantly boost their chances of reaching their goals. Did you know that GoFundMe P2P fundraisers include built-in coaching, helpful tips for your fundraisers, and nudges for donors? This takes the heavy lifting off your team while still encouraging engagement and success for your campaign.

Build trust with donors

Include testimonials, examples of your nonprofit’s impact, and clear answers to common questions in your FAQ section. Make sure your donation forms are secure and offer donation options, like matching gift opportunities, to maximize contributions.

Offer incentives and recognition

Encourage participation with rewards like T-shirts, exclusive updates, or public recognition for milestones achieved. For example, celebrate when your campaign reaches 50% of its goal or when a top fundraiser achieves a specific amount.

Optimizing the donation experience

A streamlined donation process is essential for converting interest into action. Follow these fundraising best practices for your donation pages:

• Use concise copy and high-quality visuals to create an emotional connection.
• Offer multiple payment options, including credit cards, ACH payments, PayPal, and Apple Pay.
• Allow donors to cover transaction fees to maximize contributions.
• Include options for recurring donations to sustain long-term support.

Personalizing thank-you pages

After a donation, redirect supporters to a custom thank-you page. Highlight the immediate impact of their gift and include secondary calls to action, such as signing up for your newsletter or following your nonprofit on social media platforms.

Peer-to-peer fundraising events

P2P fundraising events combine online fundraising with in-person community building, creating memorable experiences for participants. Examples include:

• A-thons: Walk-a-thons, bike-a-thons, or dance-a-thons that encourage team fundraising
• Giving days: Special fundraising events like Giving Tuesday, Colorado Gives, or San Diego Gives to rally your donor base
• Virtual challenges: Friendly competition between groups of individuals or teams to drive engagement

Promote these events through email templates, social media posts, and your fundraising platform to maximize participation.

Measuring success and refining your strategy

Tracking your campaign’s performance helps you identify what works and where to improve. Key metrics to monitor include:

• Fundraiser acquisition rates
• Donor retention rates
• Average amounts raised per individual
• Percentage of new donors
• Milestones achieved

Use these insights to refine your next peer campaign and replicate your successes.

Building your path to sustained growth

Peer-to-peer campaigns thrive when participation feels impactful and achievable. Use this checklist to ensure your campaign inspires your community, empowers your fundraisers, and advances your mission.

A great P2P campaign not only raises money but also builds lasting connections between your supporters and your cause. By creating an engaging, well-designed experience, you lay the groundwork for relationships that extend far beyond a single campaign—and GoFundMe Pro can show you how.

Ready to get started? Your supporters are waiting to champion your cause. Give them the tools and inspiration they need to succeed, and watch your impact grow.

Copy editor: Ayanna Julien

Photo by: Brooke Cagle