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Peer-to-Peer Fundraising: The Complete Nonprofit Guide (2025)

22 min read
January 15, 2025
Alex Huntsberger
A group of people, young and old and in -between, are jogging along a country road as a part of their peer-to-peer fundraising 5k.

As a dedicated nonprofit professional (you know, the kind of person you are on LinkedIn), the words “peer-to-peer fundraising campaign” probably fill you with visions of impassioned supporters, cheering event crowds and, of course, dollar signs a-plenty.

But as a professional fundraiser who lives in the real world (and rolls their eyes at people on LinkedIn), the words “peer-to-peer campaign” probably fill you with something else: An impending sense of dread at the intensive workloads and long hours that are about to be asked of you once this plan is put into action.

Well, here’s the good news: When it comes to overall impact, peer-to-peer campaigns are actually a superb method for getting maximum bang for your buck, both in the short-term (dollar raised) and the long-term (increased visibility, new contacts, and general excitement).

And here’s the better news: With some strategic planning and extra effort up front, you can easily pull off a successful peer-to-peer fundraising campaign without having to replenish the secret stash of emergency stress candy that you have stuffed in the back of your desk drawer.

In this comprehensive guide, we’ll break it all down for you step by step. Let’s get started!

Neon Fundraise. Click here to discover your P2P Solution.
Neon Fundraise. Click here to discover your P2P Solution.

What is Peer-to-Peer Fundraising?

Peer-to-peer fundraising (which you’ll also see styled as “P2P fundraising”) is a supporter-driven strategy where nonprofits empower individual supporters to raise funds on their behalf

In a peer-to-peer campaign, the nonprofit provides its supporters with the tools and resources they need to create personalized fundraising pages. Those fundraisers then reach out to their personal networks—friends, family, and colleagues—to solicit donations.

We’ll get into this more below, but P2P campaigns are often attached to endurance events like 5k fun runs or walkathons, with fundraisers asking their networks to “sponsor” their participation.

Here’s how your basic peer-to-peer campaign works:

  • Nonprofits set the stage by providing participants with campaign pages, messaging templates, and promotional materials.
  • Supporters launch campaigns, customizing their pages and sharing them across social media, email, and personal conversations.
  • The network effect kicks in as donations flow from fundraisers’ friends and family, extending your reach far beyond your existing donor base.
  • The campaign runs its course, with nonprofits tracking progress, providing updates, and celebrating top fundraisers to maintain momentum.

The great thing about this approach is how it transforms donors into ambassadors and amplifies your reach through authentic, relationship-based appeals. Fundraisers bring credibility and personal connections to the cause, which makes their outreach more effective than traditional nonprofit campaigns.

Why Peer-to-Peer Fundraising Works

P2P fundraising is a smart, strategic way to maximize your nonprofit’s impact and hit your fundraising goals without overburdening your team. It requires careful coordination and (oftentimes) an initial group of passionate supporters to pull off, but the returns—both in the short and the long term—can be tremendous. 

One of the best things about peer-to-peer fundraising is how it expands your reach to new supporters while also building a stronger sense of community within your existing donor base. Usually, those two goals are at odds with one another. But not with P2P!

Each participant brings your cause to their friends, family, and colleagues—that’s a powerful way to increase your visibility with people who may never have encountered your organization otherwise. But, at the same time, a peer-to-peer approach also shifts your organization’s focus from donors to advocates, which creates a sense of shared ownership in your mission. 

Unlike one-time appeals, peer-to-peer fundraising builds deep, personal connections between your organization and its supporters. Successful P2P fundraisers often become long-lasting ambassadors for your cause, and their personal appeals create a meaningful connection for new donors. That makes them more likely to give again in the future.

Oh, and did we mention that it’s really cost-effective? Traditional fundraising campaigns can be resource-intensive, requiring significant time and money for outreach, events, and promotions. With peer-to-peer fundraising, your fundraisers handle the bulk of the promotion and free up your team to focus on strategy, support, and optimization. 

In summary, peer-to-peer fundraising works so well because it does so much more than simply raise funds: it builds relationships, creates a sense of community, and grows your organization’s visibility and impact—all while saving your staff precious time and resources. 

The 4 Types of Peer-to-Peer Fundraising Campaigns

Peer-to-peer fundraising is a versatile approach and can be (and is! frequently!) applied to a variety of different formats. That allows nonprofits to engage their supporters in creative and meaningful ways. 

Here’s a closer look at the most common types of P2P campaigns, starting with the kind that is far and away the most popular: event-based campaigns like 5ks and walkathons. 

1. Event-Based Campaigns

Event-based peer-to-peer campaigns are built around a physical or virtual event. They’re a super way to energize your supporters by giving them a specific activity to rally behind.

With an event-based campaign, your fundraisers participate in the event—be it a fun run, a bake-a-thon, or a fight club (that was a joke, please don’t actually do a fight club)—and then ask their friends, family, and co-workers to “sponsor” their participation

Some of the most common kinds of event-based P2P campaigns include:

  • Runs, Walks & Rides: Participants collect pledges in the weeks leading up to the event, often competing to raise the most funds. Think 5Ks, cycling challenges, or fun runs.
  • Virtual Challenges: A flexible alternative where supporters complete miles or activities on their own time and track progress online.
  • Community Events: Local gatherings like bake-offs, talent shows, or fitness challenges that allow participants to fundraise as part of their involvement.

Events create a natural sense of urgency, driving engagement and donations. They’re also a great opportunity to build community as participants come together to celebrate their shared commitment to your mission.

Thinking about running a peer-to-peer event? Here’s an exhaustive (and exhausting to compile) list of nonprofit event ideas you can choose from:

2. Time-Bound Campaigns

Time-bound campaigns focus on a specific period, such as a day, week, or month. These campaigns are often tied to key moments in the nonprofit calendar, leveraging urgency to inspire action.

Some examples of common time-bound P2P campaigns include:

  • GivingTuesday: This is a global day of giving—created as a counter to Black Friday and Cyber Monday–where supporters rally their networks to donate. Running a peer-to-peer campaign on GivingTuesday lets you and your fundraisers piggyback off that reputation to raise more. 
  • Year-End Campaigns: The end of December is one of the most generous times of the year (for reasons that, yes, are often related to taxes). Running a year-end fundraiser gives people a very useful hard deadline—11:59 p.m. on December 31—to, um, “inspire” their generosity. 
  • Seasonal Drives: These peer-to-peer campaigns are aligned with specific times of the year, like back-to-school drives or summer programs. With a campaign like this, you’re going to get a lot of extra mileage from highlighting exactly what these funds are going to be used for (like buying a year’s school supplies for 100 students). 

The time constraint inherent to these campaigns encourages fundraisers and donors to act quickly, creating a sense of momentum and excitement. Time-bound campaigns are ideal for engaging both new and existing supporters around specific goals.

3. Ongoing or Evergreen Campaigns

Evergreen P2P campaigns run continuously, allowing supporters to start fundraising at any time. These campaigns are perfect for organizations looking to maintain steady engagement and revenue throughout the year.

Some examples of evergreen campaigns your supporters could run include:

  • Birthday fundraisers, where supporters ask for donations in lieu of gifts to celebrate their special day.
  • Milestone campaigns, where fundraisers’ activity is tied to personal achievements like graduations or work anniversaries.
  • DIY fundraisers allow your people to create fundraisers on their own terms, like to celebrate completing a fitness goal.

Ongoing P2P campaigns provide flexibility for supporters, and that makes it easy for them to fundraise whenever they feel inspired. They also allow your nonprofit to sustain engagement outside of major events or deadlines.

4. Tribute or Memorial Campaigns

Tribute campaigns are going to be deeply personal for your supporters, as they’ll be created in honor or memory of a loved one. These campaigns bring an emotional dimension to fundraising that is very difficult to create in a regular appeal and makes them especially impactful.

Tribute or memorial campaigns usually commemorate major life events. Supporters can raise funds to commemorate someone who has passed away, which means this activity is often tied to causes they cared about. They can also launch campaigns to honor significant moments like weddings or the birth of a child.

The emotional connection in tribute campaigns resonates with donors and inspires generosity and a sense of shared purpose. They can even often attract new supporters who feel a personal connection to the honoree or fundraiser.

Choosing the Right Campaign for Your Organization

Which type of peer-to-peer campaign is going to be right for your nonprofit?  We don’t know! And the reason we don’t know is because we don’t know you—and, more to the point, we don’t know your organization, either.

When deciding which type of P2P campaign to launch, you should prioritize finding the best kind of campaign for your specific nonprofit. How can you do that? But consider the following three elements:

  • Your Audience: What activities or themes resonate most with your supporters? Active, community-oriented individuals might gravitate toward event-based campaigns, while personal milestones appeal to fundraisers looking for a meaningful connection.
  • Your Mission: Align the campaign format with your cause. For example, a walkathon might suit a health-focused nonprofit, while tribute campaigns might be ideal for organizations centered on emotional support or memorials.
  • Your Resources: Choose campaigns that match your nonprofit’s capacity. Evergreen campaigns can run with minimal oversight, while campaigns that culminate in events might require more planning and coordination.

With these options, you don’t need to reinvent the wheel. Start with what aligns naturally with your organization’s strengths, then build from there. Each campaign type offers unique opportunities to connect with supporters, raise funds, and amplify your mission.

What’s the Best Platform for Peer-to-Peer Fundraising?

Okay, we have something to admit: When it comes to this question, we’re just a wee bit biased. 

That’s because, while it’s fairly obvious to us that Neon Fundraise is one of the best P2P fundraising platforms out there, we also acknowledge that, well, it’s our product. So we can’t blame you for being a little skeptical when we recommend it.

But that doesn’t change the fact that Neon Fundraise (formerly known as Rallybound) is a fantastic P2P fundraising solution—for organizations of all shapes, sizes, and missions. 

From its site builder, one-click donations, coaching features, badges and support for both live and virtual events—with special capabilities for hosting endurance challenge fundraisers—Neon Fundraise has everything your organization needs to make your next P2P campaign a rollicking success.

Oh, and did we mention that its seamless integration with Neon CRM makes for a truly comprehensive donor management and fundraising solution? I guess we just did!

To learn more about Neon Fundraise—and see the system in action—check out this (pre-recorded) demo!

How to Launch a Peer-to-Peer Fundraising Campaign

Launching a peer-to-peer fundraising campaign can feel like a major undertaking—especially if it’s your first campaign ever! But with a thoughtful approach and the right tools, you can set yourself up for success without feeling overwhelmed. 

Here’s a step-by-step guide to launching a P2P campaign that works smarter, not harder:

Step 1: Set a Clear, Achievable, and Inspiring Goal

Every successful campaign begins with a well-defined objective. This gives your team, fundraisers, and donors a sense of purpose and direction.

Identify what you want to achieve—whether it’s raising $50,000, onboarding 100 new donors, or funding a specific project like building a new playground. Make sure any goal you’re setting is S.M.A.R.T. (Specific, Measurable, Attainable/Ambitious, Relevant, and Timebound).  

That tension between attainable and ambitious is important. You don’t want to leave any funds on the table, but you also don’t want to set a goal so high that people will get instantly discouraged. 

Here’s the fix: Dive into your previous fundraising data to find a goal that’s both achievable and ambitious and that will inspire your fundraisers to dig deep and show out for the cause. 

Finally, break down your overall goal into smaller, achievable targets to track progress and keep fundraisers motivated. Once you have these goals in place you’ll be ready to move on to step two.

Step 2: Choose the Right Platform

Your P2P platform is the backbone of your campaign, so select one that’s easy to use and supports your specific needs. Some features you should look for include: 

  • Customizable campaign pages so fundraisers can tell their unique stories.
  • Social media integrations to make sharing seamless.
  • Real-time tracking for individual and team progress.
  • Gamification features like leaderboards and badges to encourage friendly competition.

When choosing a platform, consider factors like cost, ease of use, and whether it integrates with your existing tools. Most platforms offer demos—take advantage of them to ensure a good fit for your team.

On that note, our top pick for a peer-to-peer fundraising platform is Neon Fundraise. You can learn more about the system here. 

Step 3: Recruit and Empower Your Participants

Your fundraising participants are the heart of your P2P campaign. By recruiting the right people and equipping them with the tools they need, you’ll set them up for success.

Start with your most loyal supporters, such as long-time donors, volunteers, or board members. Their passion for your cause will make them effective advocates. Encourage fundraisers from diverse backgrounds to help broaden your campaign’s reach.

You’ve got to make sure you’re equipping them for success. That’s why you should provide them up front with a P2P toolkit that includes email and social media templates, tips for crafting personal fundraising stories, and quick tutorials on how to use the platform to build their pages. 

Right before your campaign officially launches, host a fundraising kickoff event to build excitement, explain the campaign, and answer questions. The event can be in person or online (or both!). It just depends on what’s the best fit for your team. 

Step 4: Share Stories That Inspire Action

Emotion drives action, and stories are your most powerful tool for connecting with both fundraisers and donors.

Help your fundraisers tell their stories by encouraging them to share why they’re passionate about your cause. Provide examples of successful fundraising pages to help guide them in building theirs. 

You’ll also want to share stories from your own organization that highlight individuals or communities your nonprofit has impacted. For instance, a nonprofit supporting education might share a story about a student who excelled thanks to donor-funded programs.

Lastly, don’t forget that visual content is key. Use photos, videos, and infographics to make stories more compelling and shareable. And make sure you’re empowering your fundraisers to do the same! 

Don’t make your fundraisers figure all this out for themselves! Provide them with the tools they need to succeed.

Step 5: Keep Everyone Motivated

Momentum is critical to your campaign’s success. Keep your fundraisers engaged and energized from start to finish. Here are some great ways to do that:

  • Celebrate Milestones: Publicly acknowledge fundraisers when they reach significant goals, such as raising their first $500 or securing 10 donors.
  • Offer Incentives: Introduce friendly competition with leaderboards, team challenges, or rewards like gift cards or branded merchandise for top performers.
  • Provide Ongoing Support: Send regular updates with campaign progress, tips, and encouragement. Host mid-campaign check-ins to answer questions and celebrate wins.
  • Thank Fundraisers and Donors: Personalize your thank-you messages to acknowledge their unique contributions. A little appreciation goes a long way in fostering long-term loyalty.

As your campaign starts to reach its conclusion, don’t forget that looming deadline can help inspire a lot of last-minute generosity. Support your fundraisers as they send their appeals in those final days and hours—you won’t regret it!

Remember, You’ve Got This!

Launching a peer-to-peer fundraising campaign may seem like a daunting task, but breaking it down into clear, actionable steps can make the process manageable and even enjoyable. 

With a strong goal, the right tools, empowered fundraisers, inspiring stories, and ongoing motivation, you’ll raise money and build lasting relationships that strengthen your mission.

Read more about the ins and outs of launching a peer-to-peer campaign in this article:

3 Peer-to-Peer Tips for Doing More with Less

A peer-to-peer campaign is an awesome way to hold a much bigger campaign than your fundraising staff would be able to achieve on its own—but it’s still a lot of work. If you’re not careful, your campaign could lead directly to that dreaded nonprofit staff burnout

But with smart, strategic practices, you can make a big impact without exhausting your team. Here’s how to streamline your efforts and work more effectively:

1. Work Smarter, Not Harder

Maximizing results doesn’t mean doing everything—it means doing the right things efficiently. Focus your energy on high-impact tasks that drive results.

Use your platform’s built-in automation features to handle donor thank-you emails, progress updates, and fundraising page setup instructions. Schedule out your promotional social media posts so you don’t have to worry about them during the campaign.

You can save your fundraisers and your staff a ton of time and brain power by creating ready-to-use email and social media templates, making it easy for your supporters to send consistent, on-message appeals without needing extra guidance.

When it comes to running a complex campaign, analytics are going to be your best friend. Track donor engagement trends to see what’s working and double down on those strategies. 

As you assess a potential platform to use in your P2P campaign, keep an eye on features like analytics, automation, and templates. The more capabilities a given platform includes, the more it will help you do more with less.

2. Keep It Simple

Simplicity is your best ally when time and resources are limited. Clear messaging and straightforward processes empower your fundraisers and prevent unnecessary frustration.

Streamline your onboarding process by providing clear instructions or a step-by-step video guide. Avoid requiring too many forms or complex steps—fundraising participants should be able to create their pages in minutes.

Resist the urge to overload your campaign with too many themes or objectives. Instead, focus on a core message. A single compelling story, goal, or call to action is more effective and easier for fundraisers to convey.

Lastly, simplify your fundraiser communications as much as possible. Create a centralized FAQ or help hub to answer common questions. This reduces the number of one-off queries and saves your team time.

3. Build on What Works

Starting small and refining your approach over time is key to sustainable success. You don’t have to launch a massive, multi-layered campaign right out of the gate.

Start by running a small-scale P2P fundraiser with a handful of loyal supporters to test your process. Use their feedback from your pilot to improve before scaling up.

After each peer-to-peer campaign, evaluate what worked and what didn’t. Did fundraisers struggle with creating pages? Did certain types of stories perform better? Use these insights to refine future efforts.

As you determine what works and what doesn’t, that will help you focus on your strengths. If your nonprofit has a strong social media presence, lean into it for promotion. If you excel in storytelling, center your campaign around emotionally resonant narratives.

Build on your past successes by reusing effective templates, outreach methods, or campaign themes. Consistency can build familiarity and loyalty among supporters.

There’s always room to experiment with new tactics or ways to improve your weak spots, but you never want that to come at the expense of leaning into your strengths. Do what works, and then build on it. 

Common Peer-to-Peer Fundraising FAQs

Peer-to-peer fundraising can seem daunting if you’re new to the concept, but understanding the basics makes all the difference. Here are answers to some of the most frequently asked questions to help you confidently plan your next campaign:

Q: What’s the Difference Between Peer-to-Peer Fundraising and Crowdfunding?

While both P2P fundraising and crowdfunding leverage online platforms to raise funds, they differ in approach and execution:

Peer-to-peer fundraising focuses on empowering individual supporters to fundraise on behalf of your nonprofit. Each fundraiser creates a personalized campaign page and reaches out to their network of friends, family, and colleagues.

Crowdfunding, on the other hand, involves a single campaign hosted directly by the nonprofit, where all donations are funneled into one central campaign page. Donors contribute directly to the organization’s cause without intermediary fundraisers.

Crowdfunding is ideal for short-term or project-specific goals, while P2P builds long-term engagement and broadens your network.

Q: Can Peer-to-Peer Fundraising Work for Small Nonprofits?

Absolutely! P2P fundraising is especially effective for small nonprofits because it leverages the networks and efforts of your supporters rather than requiring significant staff resources. 

Start with a small, manageable campaign, such as a birthday fundraiser or virtual event, and scale up as you gain experience.

Q: What Are Common P2P Mistakes to Avoid?

Like any kind of fundraising, peer-to-peer has some common pitfalls that you can avoid by taking a few simple steps. Here are some of the most common mistakes that befall peer-to-peer fundraisers and what you can do to correct for them. 

  • Not Providing Enough Support: Without guidance and regular check-ins, fundraisers can lose momentum. Equip them with resources and offer consistent encouragement.
  • Failing to Communicate Impact: Show fundraisers and donors exactly how their contributions are making a difference.
  • Overcomplicating the Process: Keep registration, page setup, and messaging simple to lower the barrier for participation.
  • Ignoring Data: Use analytics to track campaign performance, identify top fundraisers, and refine strategies for the future.

By taking care to avoid mistakes like these, you’ll be putting yourself in the ideal position to launch a successful peer-to-peer campaign that empowers your supporters and grows your nonprofit’s impact. 

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Real-Life P2P Success Stories from Neon Fundraise

When executed thoughtfully, peer-to-peer fundraising doesn’t just raise money—it creates movements that inspire lasting connections and build community. Here are two powerful examples of organizations who used P2P strategies—and Neon Fundraise—to transform their impact. 

Alzheimer’s San Diego Streamlined their Fundraiser Experience

Every year, Alzheimer’s San Diego (ASD) brings hundreds of participants together for their flagship events, Walk4ALZ and Ride4ALZ. These aren’t just fundraisers—they’re community-driven movements to support free services for individuals living with dementia and their caregivers. 

But before ASD adopted Neon Fundraise, their outdated technology made it difficult for participants to create and manage personal fundraising pages, leading to missed opportunities for fundraisers and tons of staff hours spent troubleshooting.

Switching to Neon Fundraise streamlined operations and empowered participants with user-friendly tools. Fundraisers could now easily set up pages, share campaigns, and track their progress. 

During the 2024 Walk4ALZ, ASD raised nearly $500,000, marking a significant milestone for the organization. Staff, freed from manual processes, focused on building relationships and nurturing event growth.

By addressing their technical challenges, ASD transformed their events into thriving community hubs, making a lasting impact on families affected by Alzheimer’s.

You can read more about their story here.

Team Gleason Personalized Their Fundraiser Support 

Dedicated to improving the quality of life for individuals living with ALS, Team Gleason has provided over $20 million in resources and care since its inception. Their peer-to-peer fundraising model thrives on grassroots advocacy, with supporters hosting third-party events nationwide to raise funds and awareness.

Before implementing Neon Fundraise, Team Gleason struggled with fragmented tools and manual data management, which complicated their ability to support fundraisers effectively. Participants lacked the resources to run impactful campaigns, limiting the success of their events.

Neon Fundraise enabled Team Gleason to simplify event management and provide personalized support for fundraisers with QR codes, pre-written letters, and fundraising guides. After implementing the system, their annual Acing Out ALS event raised $7,970, a $1,500 increase over the previous year. 

Read more about Team Gleason’s journey with Neon Fundraise and Neon CRM here.

Transform Your Peer-to-Peer Impact with Neon Fundraise

Peer-to-peer fundraising is more than just a fundraising strategy—it’s a way to amplify your mission, build deeper connections, and empower your supporters to make a difference. 

By implementing the best practices outlined here and leveraging the right tools, you can unlock new levels of engagement and success for your nonprofit.

If you’re ready to see how Neon Fundraise can take your peer-to-peer campaigns to the next level, we invite you to schedule a personal demo today! 

Discover how our user-friendly tools, intuitive design, and powerful features can help you streamline operations, engage your community, and grow your impact—all while saving time and resources.

Click below to send us a message and schedule your Neon Fundraise demo. We can’t wait to hear from you! 

Neon Fundraise is Your Peer-to-Peer Solution

Request a personalized demo today and see how Neon Fundraise empowers fundraisers and supports nonprofits, setting the stage for amazing P2P campaigns and events.

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