Peer-to-peer fundraising (P2P), also known as friend-to-friend fundraising, involves supporters raising funds by leveraging their personal networks. P2P is often used as a tool for giving days like Giving Tuesday, where supporters ask their friends and family for donations. But only focusing on donations can be shortsighted. Asking for a gift is just one way donors can increase, enhance, and strengthen revenue. They can also help you find new supporters and play a key role in encouraging them to make a gift.
That’s why it’s time to rethink your peer-to-peer fundraising strategy. Rooted in the principles of Cause Selling, this strategy invites supporters to share in your mission and the emotional connection you have to it — encouraging them to join a cause they genuinely believe in.
Why Use P2P?
Peer-to-peer fundraising thrives on respect, trust, family, friendship, mutual support, shared interests, expectations, and empathy. People are more inclined to read letters, respond to text messages, or answer phone calls from friends rather than from fundraisers. A close peer has a better chance of convincing a prospective donor to give using personal stories that evoke empathy and interest.
Beyond raising money, P2P can build your donor pipeline, deepen engagement, strengthen stewardship, and uncover new prospects. Used strategically, it can be a powerful engine for sustainable growth, not just a short-term boost.
Best Opportunities to Use P2P
Engaging donor peers is an effective method to move prospective donors through the fundraising cycle from prospecting to stewardship. Here’s how:
1. Prospecting
Start by asking major gift donors for referrals. Then, reach out to loyal donors who consistently contribute to help open doors. Asking donors or board members for introductions to potential supporters is crucial to expand your donor base and boost revenue.
2. Cultivation
Upon receiving a referral from a donor, ask the referrer about the prospect’s interests and capacity to make a contribution. Invite the donor to participate as a peer cultivator by attending meetings with the prospect.
3. Solicitation
If a donor is willing and has been trained to make a solicitation, they can be effective at making the ask. A donor who understands the mission of the organization may be effective in requesting a gift.
4. Stewardship
After receiving a gift, invite the donor to help acknowledge it, demonstrate its impact, and assist in renewing their peer’s support.
Pro Tip: Cause Selling emphasizes aligning donor interests with mission impact. Equip your peer fundraisers to share why they give — not just what your organization does. This personal story makes the ask more authentic and emotionally compelling.
Why Is P2P Important?
Networking is at the heart of effective fundraising, and your donors can be some of your best connectors. Involving them in the fundraising process not only expands your reach but also deepens their own engagement. To succeed, you’ll need to train and support donors in key areas like making introductions, participating in cultivation, and even helping with solicitations when appropriate.
Cause Selling emphasizes the importance of building relationships and aligning donor values with your mission. When donors are equipped to share their personal connection to your cause, they become powerful advocates, not just fundraisers.
Stewardship matters, too. Recognizing a donor’s role in a peer’s giving journey — whether through a thank-you note, call, or personal follow-up — reinforces their value in the process and encourages continued involvement.
Four P2P Tips to Keep in Mind
- Be clear and concise: When asking for a referral, be respectful of their time and connections. Provide them with the information necessary about why your organization needs a donor pipeline and how they can help by making a referral.
- Don’t hesitate: It may feel awkward for you to ask a donor or anyone (board member, volunteer) for a referral. But remember, they believe strongly in your cause and want to help. This is another way — beyond making an outright gift — that they can help your organization.
- Keep your request reasonable: Asking for an introduction to someone in their network is fair. Avoid demanding a referral or asking on short notice. Make your referral request interesting and positive for the referrer. Always follow up with a thank you.
- Remember your “why”: Leveraging peers extends your reach and amplifies the organization’s fundraising efforts.
Final Thoughts
Peer-to-peer fundraising provides a new opportunity to strategically engage supporters and acquire new donors. Do not hesitate to ask your donors, volunteers, and board members for introductions and referrals to their network. For those who prefer not to make a direct referral, you can ask them to share information about your mission and the work your organization does on social media.
Pro Tip: Create a toolkit with training and coaching to help volunteers succeed. Peer-to-peer fundraising expands the donor base and raises brand awareness, improving relationships with current supporters. It allows supporters to join fundraising efforts, broadening the reach and sharing the cause within their networks.
Author bio: Jack Alotto, MA, CFRE, is a trainer and consultant for Sanford Institute of Philanthropy. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/