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

Is peer-to-peer fundraising just another passing fad in the nonprofit fundraising space, or is it actually changing how people give?

Peer-to-peer fundraising is quickly becoming one of the best ways for nonprofits to connect with younger donors like Millennials, Gen Z, and even Gen Alpha. If your goal is to connect with and engage new donors, especially younger ones, it is time to take a real look at peer-to-peer fundraising.

Peer-to-peer fundraising is like tossing a small stone into a pond. The ripples move outward, reaching farther than where the stone first landed. Peer-to-peer fundraising works the same way. Individual supporters raise money on behalf of your nonprofit through their own networks. This might happen on social media, through personal emails, or by hosting small events. It is not the same as crowdfunding, where an organization asks the public for support directly. Peer-to-peer is personal. It relies on trusted relationships and the voice of the supporter, not just the organization.

And there are several reasons why it is important for you to include this as a core part of your fundraising strategy.

First, it helps your supporters connect your cause to their personal relationships. They can talk about your cause with friends, family, or coworkers. This helps new people hear about your mission, people your nonprofit might not reach otherwise.

Second, it builds trust between your mission and new audiences. Younger donors are more likely to give when a friend or family member they trust supports your cause. It feels more real than a donation request from an organization they do not know.

Third, it helps create lasting loyalty among your supporters. When someone takes the time to fundraise for your cause, they are much more likely to stay involved. They may start volunteering, give monthly, or help spread your message in new ways.

And the best part is that your fundraising team does not need to sit back and wait for supporters to figure this out on their own. You can create simple opportunities for them to get involved. Start by giving them tools and ideas. Provide digital graphics, sample messages, and simple steps supporters can follow to create and promote their own fundraising efforts. You can also launch peer-to-peer campaigns tied to key events, milestones, or Giving Tuesday. But the best method of all is to simply ask. Many of your supporters will gladly step up if they are invited and empowered to do so.

With the right encouragement, peer-to-peer fundraising can become a natural extension of your community's passion for your cause. If your nonprofit is not thinking about peer-to-peer fundraising yet, this is the perfect time to start. It is not just the future of fundraising. It is happening right now. If you would like help building your peer-to-peer fundraising strategy, contact us today. We would love to support your success.