Peer-to-Peer Fundraising: More Than Just Asking for Donations

July 14, 2026

By Jack Alotto, MA, CFRE

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/

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How Culture and Cause Selling Shape the Donor Journey

January 8, 2026

Written By: Jack Alotto, MA, CFRE

What is a Culture of Philanthropy?

A culture of philanthropy means everyone — board, staff, and volunteers — values relationships and fundraising, and all contribute to advancing the organization’s mission.

Fundraising and donor engagement are joint responsibilities, grounded in the principle that philanthropy is about building relationships and involves every staff member, not just the development team.

A true philanthropic culture prioritizes lasting relationships, gratitude, and alignment with the mission, encouraging generosity and shared purpose throughout the organization.

Two Key Elements of a Philanthropic Culture

Fundraising is not simply a function within the organization; it’s viewed as a central aspect of the organization’s mission. The commitment to fundraising permeates every level of the organization, reflecting its importance in sustaining and advancing the institution’s goals.

Gratitude is deeply embedded in the organization’s culture, extending far beyond the traditional thank-you notes. Appreciation is expressed consistently across all communications with donors, making it an integral part of the organization’s identity. This ongoing demonstration of gratitude ensures that donors feel valued and recognized for their contributions.

The organization honors its donors through genuine expressions of gratitude, meaningful recognition, and the sharing of impact stories. By highlighting the tangible effects of donors’ support, the organization fosters an environment that is welcoming and inclusive. This atmosphere encourages donors to continue their support and become repeat contributors.

Leadership plays a pivotal role in modeling a culture of philanthropy. Leaders who actively participate in donor engagement and relationship-building efforts set the tone for the rest of the organization. Their involvement underscores the importance of philanthropy and reinforces the organization’s commitment to cultivating strong, lasting connections with donors.

How is a Culture of Philanthropy Embedded in the Donor Journey?

A culture of philanthropy transforms the donor journey from a series of fundraising tactics into a relationship-driven experience. It helps donors feel like partners in impact — deepening trust, increasing retention, and ultimately strengthening the sustainability of the organization.

Within the context of the Cause Selling Cycle, the donor journey unfolds through several interconnected stages:

Prospecting: The journey begins with the identification of individuals who may be interested in supporting the organization. A culture of philanthropy is enhanced when everyone is encouraged to suggest individuals who may be aligned with the organization’s mission, vision, and values. In organizations where boards, staff, and volunteers are invested in the mission, they can introduce you to high-value contacts in their networks. When asked, they may join you on the first visit with that new prospect.

In my own career, donor acquisition is often supported by board members, major gift donors, and volunteers identifying individuals in their networks who may share the organization’s mission, vision, and values. When boards, staff and volunteers are deeply invested in the mission, they become enthusiastic ambassadors who can introduce high-value contacts to the organization.

Empowering boards, staff and volunteers as mission-driven ambassadors of your work is a passionate extension of their belief in your mission and involvement with your organization.

Discovery: After prospects are identified, meetings are held to establish initial contact and begin building relationships. During these meetings, it is essential to understand and uncover the needs, interests, values, and motivations of each prospect. Donor discovery, in a culture of philanthropy, is a shared responsibility that treats donors as valued partners.

Presentation: The organization then shares its mission and cause, aligning its values and goals with those of the prospective donor. It is during this stage that we uncover and respond to any objections. During this stage, a philanthropic culture values the donor as a partner in impact, leading to communications that prioritize storytelling, gratitude, and results.

The Ask: Once a meaningful connection is established, a request for support is made. A philanthropic culture creates an environment beyond transactional fundraising, building a community where everyone feels ownership and understands giving as central to advancing the organization’s mission and work.

Stewardship: After a gift has been received, the organization ensures excellent stewardship by maintaining ongoing communication and appreciation for the donor’s contribution. A culture of philanthropy encourages personalized recognition, invitations to deeper involvement, and ongoing support for staff and board members to ensure effective relationship building and donor engagement.

Every stage of the donor journey in the Cause Selling Cycle focuses on relationship-building. This lays the foundation for a strong culture of philanthropy, which is instrumental in driving organizational achievements and furthering the overall mission. When philanthropy is embedded across the organization, donors feel valued, understood, and connected to the mission at every stage.

Key Takeaways

A strong culture of philanthropy strengthens organizations by boosting employee engagement, improving recruitment and retention, and enhancing financial performance, trust, and resilience. Staff, board members, and volunteers become active champions of the mission, leading to stronger fundraising outcomes such as higher donor retention, increased giving, and growth in major gifts. By breaking down silos, fostering shared responsibility and leadership engagement, and integrating the Cause Selling Cycle, nonprofits can create lasting donor relationships and a greater impact.

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Author Bio: Jack Alotto, MA, CFRE is a trainer and consultant for Fundraising Academy at National University. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/