Peer-to-peer fundraising is one of the most powerful ways nonprofit organizations can raise money today. Instead of asking for donations directly from your supporters, you invite them to fundraise on your behalf.
It’s like multiplying your voice and letting your most passionate people carry your mission even further. And when they do, they’re not just reaching their own networks, they’re introducing new people to your cause.
In this guide, we’re going to walk through exactly how peer-to-peer fundraising works, the types of campaigns you can run, and how to get started. You’ll also get tips we’ve learned from experience and examples of what works.
What is peer-to-peer fundraising and how does it work?
Peer-to-peer fundraising is when your supporters raise money for your organization by asking their own friends and family to donate. Instead of just one campaign page run by your team, each supporter gets their own fundraising page where they can share their story and why they care about your cause.
It works like this: You set up a main campaign page with a clear goal and message. Then your supporters create their own personal pages linked to it. They share those pages through emails, texts, and social media. People they know visit the pages, read their stories, and donate. All the donations go toward your big campaign goal.
This kind of fundraising feels more personal, because it comes from someone the donor already knows. And since it's so easy to share online, it can spread fast. Many nonprofits use peer-to-peer campaigns to reach new people, grow their supporter base, and raise more money without having to do all the work themselves.
It’s also different from crowdfunding. Crowdfunding is when your team runs one central campaign and asks everyone to donate directly. Peer-to-peer puts the power in your supporters’ hands, and that’s what makes it so powerful.
Benefits of peer-to-peer fundraising campaigns for nonprofit organizations
One of the biggest benefits of peer-to-peer fundraising is how far your message can go. When your supporters share their personal pages, they’re reaching people your organization might never have connected with on its own. That kind of reach is hard to beat, and it’s free.
It also builds trust. People are more likely to donate when the ask comes from someone they know. Instead of hearing from a nonprofit they’ve never heard of, they hear from a friend or coworker who cares deeply. That makes giving feel more personal and real.
Peer-to-peer also turns one-time donors into long-term supporters. When people take the time to fundraise, they become more connected to your mission. They don’t just give once, they start feeling like part of your team. That’s how communities grow.
And because it spreads across personal networks, it can bring in more donors at once. We've seen campaigns double or triple their donor list just by tapping into their supporters’ circles.
Whether you’re a small team or a large organization, peer-to-peer fundraising helps you raise more money, reach new people, and build lasting relationships, without needing more staff or time.
Types of peer-to-peer fundraising campaigns
There’s no one-size-fits-all when it comes to peer-to-peer fundraising. The best part is, you can shape it to fit your supporters and your mission. Here are a few common types we’ve seen work well:
Rolling and evergreen fundraising campaigns
These are always on. Supporters can start their own fundraising pages any time, like for birthdays, anniversaries, or just because they feel inspired. It's a low-pressure way to keep donations flowing all year.
Time-based and giving day campaigns
These campaigns happen during a set period, like one week or a single day. Giving Tuesday is a popular example. Because of the deadline, these campaigns can create a big burst of energy and excitement.
Team fundraising and ambassador-led events
Supporters work together in groups to raise funds. Think of a company team joining a cause or a school organizing a student-led challenge. A little friendly competition can go a long way.
Virtual peer fundraising ideas
You don’t need an in-person event to make it work. We’ve seen virtual walks, online challenges, and even livestreams drive amazing results. It’s a great way to engage people no matter where they live.
DIY campaigns for individuals and small groups
This is when supporters come up with their own ideas to raise money. They might run a bake sale, shave their head, or do 100 pushups a day. The key is: it’s personal and creative, and they feel in control.
How to launch a peer-to-peer fundraising campaign
Getting started with a peer-to-peer campaign might seem big, but we’ve helped lots of nonprofits break it down into simple, doable steps. Here’s how to get rolling:
Set your peer-to-peer fundraising campaign goals
Start with a clear goal. How much money do you want to raise? How many fundraisers do you need? What will the money support? When everyone, your team and your fundraisers, knows the target, it’s easier to stay focused and motivated.
Build your campaign page and donation flow
Your main campaign page is like your home base. Make it strong and clear. Include your story, why this campaign matters, and how donations make an impact. Add real photos if you can. Keep your donation page simple, mobile-friendly, and easy to use. That’s where the action happens.
Recruit and empower your fundraisers
This part matters a lot. Don’t just invite people, show them how they can make a difference. Share tools, templates, and examples. Encourage them to personalize their fundraising pages. Check in regularly with helpful tips or just a little encouragement.
Encourage ongoing engagement and support
Keep your fundraisers motivated. Celebrate milestones, share updates, and recognize their efforts. You can even create small prizes or shout-outs for top fundraisers or most creative ideas. It’s not just about money, it’s about building momentum and community.
Best practices for successful peer-to-peer fundraising campaigns
Once your campaign is live, it’s all about keeping the energy up and helping your fundraisers succeed. These tips come straight from what we’ve seen work in real campaigns.
Activate social sharing and mobile optimization
Most supporters will share their fundraising pages on social media or text. Make sure your pages look great on phones, and make it easy to share with a click. The easier it is to spread the word, the faster donations come in.
Personalize supporter journeys and donation messaging
Let fundraisers tell their stories. A personal message always works better than a generic one. Help them talk about why this cause matters to them, it builds trust and connects with donors on a deeper level.
Use data to optimize and scale
Track what’s working. Are some fundraisers doing especially well? What kinds of messages or events get the most donations? Use your reporting tools to find the trends, and then use that info to help the rest of your team grow.
Promote your campaign across channels
Don’t rely on just one way to reach people. Use email, your website, social posts, even printed flyers if that fits. And don’t be afraid to remind people, it usually takes a few touches before someone gives.
Choosing the right peer fundraising platform
The platform you choose can make or break your campaign. It’s not just about collecting donations, it’s about giving your fundraisers a smooth, easy experience from start to finish.
A good peer fundraising platform should be simple to use, even for someone who's never done this before. It should let people build their own pages, track progress, and share updates easily. Bonus points if it includes texting, email tools, and a mobile-friendly design.
Look for a platform that integrates with your existing tools, like your CRM or email system. That way, you don’t have to juggle different systems or waste time on manual updates.
Analytics matter, too. You’ll want to see who your top fundraisers are, how close you are to your goal, and which messages are driving donations.
Examples of top peer-to-peer fundraising campaigns
Sometimes the best way to plan your own campaign is to learn from others who’ve done it well. These examples show just how creative and effective peer-to-peer fundraising can be.
Birthday fundraisers that go viral
Supporters ask friends to donate instead of giving gifts. These campaigns are simple, personal, and perfect for social sharing. We’ve seen some raise thousands from just one person’s birthday wish.
Team challenges with friendly competition
One nonprofit set up a month-long fitness challenge where teams competed to raise the most. Every week, the leaderboard got updated, and prizes were handed out. The result? Higher engagement and double the donations.
Virtual events with strong storytelling
A group ran a livestream campaign where each fundraiser shared why the cause mattered to them. It felt real, emotional, and urgent. Viewers connected instantly, and gave generously.
Creative DIY campaigns
From bake-offs to beard shaves, we’ve seen people turn their passions into fundraising gold. When supporters feel empowered to do things their way, they often go above and beyond.
Smarter fundraising
Peer-to-peer fundraising isn’t just another tool, it’s a way to bring people into your mission and make them part of the story. It helps you raise more money, build deeper relationships, and reach new supporters without overloading your team.
The beauty of this approach is in its simplicity. People already want to help, you just need to give them a way to do it. With a strong goal, a simple setup, and a little support, your fundraisers can do amazing things.
And you don’t have to do it alone. At Harness, we’ve seen how the right tools and guidance can turn good campaigns into great ones. If you're ready to make fundraising easier and more impactful, we're here to help every step of the way.
