Create successful Peer-Based Fundraising campaigns: our ultimate guide

1. Define a peer-based campaign type

There are many types of peer-based campaigns. Pick one that matches your fundraising strategy. Here are some examples: 

• Time-based campaigns take place within a specific timeframe, usually from a couple of weeks to a year, and are often tied to scheduled events, like an annual walkathon. Participants raise money continuously from the start date of the campaign until the moment of the event.
• Rolling campaigns are a bit more general, allowing for ongoing fundraising until a goal has been achieved.
• Giving days are a new type of gamified peer-to-peer fundraiser that is steadily gaining in popularity and effectiveness. They challenge donors to raise as much money as possible or achieve a specific goal within 24 hours or less. 
  

2. Get your campaign “peer-to-peer” ready

• Build a new Campaign Page or select an existing one as the anchor for your peer-based campaign. If needed, customize the design of the page to match your fundraising appeal (such as GivingTuesday or an upcoming event). Check out our ultimate guide to designing successful Campaign Pages.
• Optimize your campaign for peer-to-peer fundraising. To complete most required settings, fill in basic information on your Core Profile and/or basic Campaign Page information. These include:

1. Making sure that Peer-to-Peer Fundraising is enabled on your Core Profile and/or on any desired campaigns (see bullet point 6). Once done, a “Start a Fundraiser” button will appear on your fundraising page. This is where supporters can click to create their own fundraising pages. 
2. Setting suggested fundraising goals for individuals supporting a specific campaign (see bullet point 9).
3. Choosing whether to allow donors to give anonymously and dedicate donations in honor or in memory of someone, picking the default donation frequency and suggested donation amounts, and setting any Custom Questions. The choices you make here will be inherited by the Peer-to-Peer Fundraising pages associated with the Core Profile or Campaign Page, except for Custom Questions on a Peer-to-Peer Fundraising page if it is associated with a Team Fundraising page.
4. Activating the Leaderboard.
   

3. Recruit your fundraisers

• Invite your most passionate fans to become fundraisers. Reach out to them with news of how peer influence can have a significant impact on your organization’s mission. Advise them about what to expect when they support a campaign. Always include a clear call to action to create an individual fundraising page on behalf of your nonprofit.
• We recommend that you provide a direct link to any campaign’s “Create A Fundraising Page” page.
• Additionally, be ready to offer support to anyone with questions about the sign-up process, fundraising commitment or anything else. You can point them to this resource about how to build an individual Peer-to-Peer Fundraising page.

What to say when you reach out to potential fundraisers

Here’s an email template that takes all of this into account. Feel free to modify the text and use it at your convenience.

Hi there,
We greatly value your support of our mission to [state your mission].
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We’re running a fundraising campaign and would love you to join the effort. It's very easy to raise funds that benefit [the main program(s) of your nonprofit].
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Peer-based fundraising can have a huge impact on our organization by connecting us to new supporters and donors who believe, as you do, in showing solidarity with those who need it the most.
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Get started now [add the direct link to the “Create A Fundraising Page” page associated with your campaign]!

We appreciate your support and we’re are always here to help you along the way. Let us know if you have any questions. Thanks!

4. Set up your fundraisers for success

• Provide them with resources to create a powerful fundraising page, such as your nonprofit’s logo, evocative images, videos, and helpful program and campaign descriptions.
• Send along sample communications materials, such as template emails or social media posts.
  

5. Stay in touch

• Motivate your fundraisers and other supporters by communicating about campaign updates, goals, milestones reached, inspirational content etc. 
• Offer constant support to show that you’re invested in their success.

A note about payment forms

We have officially transitioned only to our second-generation payment form on Core Profiles, Campaign Pages and Peer-to-Peer Fundraising Pages. Our Event Ticketing and Team Fundraising pages still use our first-generation payment form for now.

With this shift, donors see several new features, including the ability to make optional tips to Give Lively to further extend the reach and capacity of our free products and services for nonprofits.