Why Peer-to-Peer Fundraising Isn't Just a Trend

The truth is, peer-to-peer fundraising is quickly becoming one of the best ways to reach younger donors. Millennials, Gen Z, and even Gen Alpha are far more likely to trust a message from a friend than a pitch from an organization. If you want to engage new and younger donors, peer-to-peer fundraising isn’t optional.

Think of it like tossing a stone into a pond. The ripples reach farther than the place it first landed. Peer-to-peer fundraising works the same way. A supporter shares your mission in their own circle through social media, personal emails, or small gatherings and the impact grows outward.

Unlike crowdfunding, peer-to-peer fundraising is personal. It’s rooted in trust. The supporter’s voice, not your organization’s, carries the invitation and that’s what makes it powerful.

It matters for three reasons:

1. It introduces your cause to people you’d never reach on your own.
2. It builds credibility because the ask comes from someone they already trust.
3. It deepens loyalty. A supporter who fundraises for you is far more likely to keep giving, volunteering, or advocating long after.

The good news is, you don’t have to wait for supporters to figure this out. You can guide them. Give them the tools: digital graphics, sample messages, step-by-step instructions. Launch campaigns tied to events or milestones. Or simply ask, many would step up if invited.

With the right encouragement, peer-to-peer fundraising becomes more than a strategy. It turns into a natural expression of your community’s passion. So don't neglect peer-to-peer fundraising in your marketing strategies, it's a growing part of the future of nonprofit marketing and it is here to stay.