5 Steps to Launch Peer-to-Peer Campaigns

Peer-to-peer fundraising transforms your supporters into fundraisers, helping you grow your donor base and deepen community engagement. Faith-based nonprofits can benefit greatly from this approach, as it aligns with principles like personal testimony and relational giving. Here's a quick summary of the process:

• Plan Your Campaign: Set clear goals (funds, participation, engagement), choose a format (virtual, in-person, or hybrid), and create a timeline (10–16 weeks).
• Build Campaign Pages: Design a central page for your mission and allow participants to personalize their pages with stories and photos.
• Recruit Fundraisers: Identify engaged community members, provide training, and equip them with tools like templates and social sharing features.
• Launch and Maintain Momentum: Start with a kickoff event, use gamification (leaderboards, challenges), and share regular updates to keep excitement high.
• Track Results and Thank Supporters: Monitor performance, analyze data, and send personalized thank-you messages to donors and fundraisers.

This method not only raises funds but also strengthens connections within your community. Start small, focus on one initiative, and build from there.

Peer to Peer Fundraising: Equip others to Fundraise for Your Nonprofit

Step 1: Plan Your Campaign

Every successful campaign starts with thoughtful planning that reflects your ministry's mission and values.

Define Your Goals

Set three clear goals to measure success: funds raised, participation, and engagement. For funds, establish both a primary goal and a stretch goal. Many mid-sized U.S. nonprofits aim for peer-to-peer fundraising totals that equal 5%–20% of their annual individual giving. For example, if your organization typically raises $2 million annually, a realistic first-time peer-to-peer goal would be around $75,000–$150,000.

When setting participation goals, use this formula: plan for one fundraiser for every 50–150 active donors in your database. Each active fundraiser can typically bring in 5–10 donors. So, if you recruit 100 fundraisers, you might aim for 700–1,000 donors overall. For engagement, track metrics like how many fundraisers post at least three times on social media or reach 50% of their individual goal. For your first campaign, aim for 60–70% of fundraisers to secure at least one gift and 40–50% to meet their personal goal.

To make your goals more tangible, connect every dollar to a specific ministry outcome. Instead of asking for "general support", explain the impact: "Raise $60,000 to provide 200 camp scholarships at $300 each", or "Every $150 sends one student on a weekend retreat." This approach helps supporters communicate the importance of their efforts to their networks, making the ask more personal and meaningful.

Once your goals are set, choose a campaign format that fits your ministry's needs.

Choose the Right Campaign Format

Pick between virtual, in-person, or hybrid formats by considering four key factors: your audience, your resources, your technology readiness, and how well the format aligns with your mission. For example, if your donor base is spread across multiple cities or states, a virtual or hybrid format may work best. On the other hand, if your ministry is local and event-driven, an in-person activity like a prayer walk, 5K, or service day could boost participation.

In-person events require more logistics - venues, permits, insurance, and volunteer coordination. Virtual campaigns, while relying heavily on digital tools and content, are often less expensive and easier to scale. Ask yourself, "What activity naturally reflects our mission?" A community service project or mission trip send-off might work better in person, while virtual formats are ideal for things like birthday fundraisers or 30-day challenges. Use a simple decision grid to evaluate each option and choose the best fit for your ministry.

After selecting your format, create a structured timeline to guide your campaign from start to finish.

Set a Realistic Timeline

Plan for a total of 10–16 weeks to execute your campaign effectively:

• Planning and setup (3–6 weeks): Finalize your goals and budget, select a peer-to-peer platform, craft your campaign theme, recruit lead fundraisers, draft coaching emails and social media templates, and build and test your main campaign page.
• Recruitment and pre-launch (2–4 weeks): Train fundraisers, finalize individual goals, soft-launch with core advocates, and double-check that all technology is functioning properly.
• Active campaign (2–6 weeks): Open the campaign to your full community, run weekly themes or challenges, send regular updates via email and social media, and monitor leaderboard performance. If you’re hosting an event, schedule it midway or near the end to boost momentum.
• Follow-up (2–4 weeks): Send personalized thank-you messages, share results (total raised, number of donors, ministry impact), collect testimonials, debrief with your team, and document lessons learned for the next campaign.

Keep all important dates in one central calendar to ensure smooth coordination across your team.

Step 2: Create Campaign Pages That Drive Action

Campaign pages are where curiosity transforms into commitment. A well-thought-out campaign plan comes to life with a strong online presence. Your parent campaign page acts as the central hub, while participant pages allow individual fundraisers to share their personal stories and connection to your mission. Start by crafting a cohesive main page before empowering participants to create their own.

Design a Branded Parent Campaign Page

Your parent campaign page should immediately capture attention and communicate your mission. Use powerful, mission-focused imagery and concise outcome statements like, "Every $150 sends a student on a weekend retreat." Ensure the page reflects your brand with consistent use of your logo, colors, and fonts. Place clear and prominent calls-to-action (CTAs), such as "Start Your Fundraising Page", in highly visible areas - ideally above the fold. For faith-based campaigns, opt for language that resonates emotionally with your audience. For example, "Partner in Faith - Fundraise Today" will likely connect more deeply than generic wording.

"We help you tell your story so clearly that people instantly understand why your work matters." – Share Services

Adding a short, impactful statement about your mission can give fundraisers a clear message to share with their networks. For instance, one advancement department working with Share Services saw better conversion rates after testing simplified and focused messaging. This shows that clarity is key to inspiring action.

Enable Participant Personalization

Provide fundraisers with tools to make their individual pages unique. Offer templates that allow them to share personal stories, upload photos, and set specific goals. For faith-based nonprofits, encourage participants to share how your ministry has impacted their spiritual journey. For example, a fundraiser might include photos from a mission trip and write something like, "This organization changed my life - help me raise $500 to support youth ministry."

Personalized stories resonate more with donors than generic appeals. In fact, 80% of donors to peer-to-peer campaigns are brand new to the nonprofit. This means your fundraisers are reaching people you haven’t connected with before. To make the process easier, send participants a welcome guide that walks them through customizing their pages. Encourage them to add family photos, set personal goals, and share their "why" statement.

Once fundraisers personalize their pages, help them amplify their message through social sharing.

Add Social Sharing Features

Make it easy for fundraisers to spread the word by integrating one-click sharing buttons for major social platforms. Pre-written, customizable messages like, "Join me in supporting our faith community's mission - donate here! [link]" can help participants get started. Include hashtags and encourage fundraisers to share progress updates, such as, "Just reached 50% of my goal - thank you!"

Social sharing can dramatically expand your campaign’s reach. Enhance this effort with shareable content like prayer cards, videos, or profile banners that link back to fundraising pages. Adding real-time progress thermometers can also motivate fundraisers by giving them visual milestones to share, creating urgency and excitement.

Step 3: Recruit and Support Fundraisers

Your campaign pages are ready, so now it’s time to find the people who will bring them to life. The best fundraisers for your campaign are likely already part of your community. Think about the board members who never miss a meeting, the youth group leaders who arrive early every Sunday, or the mission trip alumni who still share stories about their experiences. Start by pulling lists from your donor system based on lifetime giving, recent volunteer activity, event participation, and involvement in small groups. Focus on those who have consistently given or served in the past 12–24 months or have a track record of inviting others to church events. Moving smoothly from creating your campaign pages to actively recruiting ensures your supporters are ready to make an impact.

Identify Your Top Advocates

Begin with those most engaged in your community: board members, pastors, ministry leaders, long-time congregants, youth and college groups, men’s and women’s ministries, mission trip alumni, and existing volunteers or recurring donors. These individuals are already invested in your mission, making them ideal advocates. Start by extending personal invitations to your top 20–50 potential fundraisers. Use one-on-one conversations, phone calls, or small-group announcements to connect with them. Then follow up with a targeted email series:

• The first email should share the campaign’s vision and highlight impact stories.
• The second email should include clear instructions on how to sign up as a fundraiser.
• A third email can serve as a friendly reminder as the campaign launch date approaches.

To amplify recruitment, incorporate pulpit mentions, video testimonies during services, announcements at youth groups or Bible studies, and short text reminders for those who’ve shown interest. Make joining simple by providing a sign-up link or QR code in printed bulletins or flyers.

Once you’ve identified your advocates, it’s crucial to equip them with the tools and knowledge they need to succeed.

Offer Training and Resources

A short 30–45 minute orientation can make a big difference in helping fundraisers feel confident asking for donations. During the training, cover topics like the campaign’s purpose, how peer-to-peer fundraising works, how to share personal stories that connect to your mission, simple asking scripts, etiquette tips, and how to use the fundraising platform. Offer live sessions and provide a recording for those who can’t attend.

After registration, send out a digital welcome kit packed with helpful resources. Include:

• Step-by-step setup instructions with screenshots
• Sample email and text templates
• Pre-made social media posts and graphics
• Talking points and FAQs about your ministry
• Thank-you note templates for donors

Make the kit mobile-friendly and include a shared folder with images sized for platforms like Facebook, Instagram, and X, along with your logo and short video clips. This ensures fundraisers have everything they need to hit the ground running.

Set Individual Fundraising Goals

Establish clear goals for each fundraiser based on your overall campaign target. For instance, if your goal is $50,000 and you have 100 fundraisers, aim for $500 per person. Adjust goals depending on the group: adults might aim for $500–$1,000, youth $150–$300, and teams $2,000–$5,000.

In addition to dollar amounts, set activity-based goals, such as:

• Asking 10 people for donations
• Posting on social media twice a week
• Sending at least two emails to potential supporters

Activity goals give participants a sense of accomplishment even before donations start rolling in. Use tools like personal progress bars and a campaign thermometer to help fundraisers track their individual contributions and see the collective effort. Celebrate achievements across different categories, such as "most donors", "best storyteller", or "most improved", to ensure recognition isn’t limited to those with the largest networks. This keeps the experience rewarding and inclusive for everyone.

sbb-itb-deea482

Step 4: Launch and Maintain Momentum

Your fundraisers are ready, and now it’s time to kick things off with energy and keep that enthusiasm alive. A strong start can set the tone for your campaign, while ongoing engagement ensures that participants stay motivated from beginning to end. The key to a campaign that thrives lies in how you launch and the strategies you use to keep the excitement going.

Start with a Strong Launch

Begin with a 30–45 minute kickoff event - this can be in person or held on Zoom. During this event, leadership should share the mission and the impact of the campaign. Start with a prayer, followed by a brief but meaningful impact story or a video testimony. Make your goal crystal clear. For instance, you might say, “We’re aiming to raise $50,000 to fund 100 student scholarships by June 30, 2026.” This provides everyone with a tangible target and a sense of purpose rooted in faith.

Coordinate your launch with a robust email and social media campaign on the same day. Send out a launch email that includes your campaign link, simple sign-up instructions, and sample posts that participants can easily share. Simultaneously, post on platforms like Facebook and Instagram using a consistent campaign hashtag, such as #WalkByFaith2026. Display this hashtag prominently - on slides during services, printed in bulletins, and included in templates - so posts are easy to find and share. To build early momentum, ask 10–25 core advocates to activate their personal pages and share them publicly before the official launch. This ensures visible activity and initial donations right out of the gate.

Once your kickoff is rolling, keep the energy high with interactive and engaging strategies.

Use Gamification

Gamification is a great way to keep participants engaged throughout the campaign. Introduce leaderboards to showcase top individual fundraisers and teams - this could include small groups, Sunday school classes, or even youth versus adults. Update these leaderboards weekly and share them through email and social media. Reward milestones with digital badges like “First Gift” or “10 Donors.” These small but meaningful recognitions give participants a sense of achievement and provide natural opportunities for campaign updates.

To combat mid-campaign lulls, incorporate time-sensitive challenges. For example, you could host a “24-Hour Match,” where a sponsor matches donations up to $5,000, or a “Weekend Push,” where fundraisers bringing in five new donors are entered into a gift-card drawing. Announce winners during Sunday services, in emails, or with shoutouts on social media. Focus on celebrating participation, impact, and faithfulness, rather than just dollar amounts. For example, recognize fundraisers for categories like “Most prayer partners invited” or “Most first-time donors.” This keeps the campaign inclusive and aligned with your spiritual mission.

While gamification drives excitement, consistent communication is essential to maintain momentum.

Share Regular Updates on Social Media and Email

Staying in touch with participants is critical to keeping your campaign on track. Send weekly email updates that include your current fundraising total compared to your goal (a visual, like a thermometer, works well here). Add a short impact story or photo, recognize a standout fundraiser or team, and include one clear call to action, such as “Invite three new friends today.” Complement these emails with social media posts that share progress updates and text alerts to highlight key milestones, like, “We just hit $10,000! Can you share your page again today?”

Incorporate updates into worship services and church communications. Quick stage announcements, slides before or after services, and bulletin blurbs can help keep the campaign in the spotlight. For longer campaigns, consider themed weeks, such as “Youth Week” or “Global Missions Week,” to introduce fresh ideas and new reasons for participants to share. If your nonprofit operates in the $1–$20 million annual revenue range, external partners like Share Services can assist with launch strategies, digital advertising, and donor communication plans to keep your peer-to-peer campaign visible and on message throughout its duration.

Step 5: Track Results and Thank Supporters

Once your campaign is live and buzzing with activity, it’s time to shift gears. Focus on tracking progress and building meaningful connections with your supporters. By keeping an eye on your campaign’s performance and showing genuine appreciation, you can lay the foundation for long-term partnerships. The data you collect now will guide your next steps, and the gratitude you express will turn occasional supporters into lifelong allies for your mission.

Track Campaign Performance

Keep a close watch on both financial and engagement metrics throughout your campaign. Plan a detailed review 2–4 weeks after the campaign wraps up. Financial metrics to track include the total amount raised, average gift size (e.g., $75.00 vs. $100.00), number of gifts, percentage of your goal achieved, and cost per dollar raised. On the engagement side, look at metrics like the number of active fundraisers, dollars raised per fundraiser, new donor count, and donor retention rates.

Most peer-to-peer fundraising platforms come with dashboards that provide real-time data, including total funds raised, dollars per fundraiser, leaderboards, and progress toward your goal. These tools should integrate seamlessly with your CRM, ensuring donor records and gifts are automatically updated. Use tags like “P2P 2025 – New Donor” or “P2P – Team Captain” to track supporter activity and make follow-up easier. Tools like Google Analytics can also help you monitor where your campaign traffic is coming from (Facebook, email, or direct links) and measure conversion events like completed donations or signups.

If your average gift size is falling short of expectations, it could mean fundraisers aren’t clearly communicating the impact of donations. For example, they might not be explaining how "$50 provides camp scholarships for 2 students." Adding impact-based donation tiers or coaching fundraisers to make more specific asks can help. A high number of inactive fundraisers (those who registered but raised $0) might signal onboarding challenges. Address this by sending a quick “getting started” email series or offering a short Zoom training session. If your organization is in the $1–$20 million revenue range and lacks in-house digital expertise, consider working with partners like Share Services, who specialize in digital fundraising, campaign analytics, and donor acquisition for nonprofits in this range.

Finally, make sure every contribution is acknowledged personally.

Send Personalized Thank-Yous

Gratitude is the key to building donor loyalty. Start by sending an automated, personalized receipt within 24–48 hours of a gift, and follow up with a heartfelt note from your team within 7–10 days. These emails should include the donor’s first name, the gift amount (formatted in U.S. currency, e.g., "$75.00"), the specific campaign they supported, and a brief story or scripture that ties their generosity to your mission.

Use your CRM and platform data to tailor thank-you messages for different groups. For first-time donors, send a warm welcome email explaining your mission, sharing a short testimony, and inviting them to take a small next step, like subscribing to a devotional. For recurring donors, acknowledge their ongoing commitment and highlight how their peer-to-peer gift contributes to the ministry’s broader impact. Don’t forget to thank peer fundraisers and team captains for both their fundraising efforts and their role as advocates.

For high-value donors (e.g., those giving over $250) and top fundraisers, go the extra mile with handwritten notes or personal phone calls from a pastor, board member, or executive director. Avoid generic phrases and instead mention specific outcomes, like, “Your gift will help send 3 students to our summer mission trip.” Wrap up your campaign with a final thank-you email that summarizes the funds raised, shares the impact achieved, and includes a short testimonial.

Review and Improve for Future Campaigns

Taking the time to analyze your campaign’s performance - both financially and relationally - sets the stage for stronger partnerships in the future. Prepare a summary report for leadership that includes total funds raised, net revenue, donor and fundraiser counts, new versus returning donors, and top performers. Dive deeper with a detailed analysis of metrics like donor acquisition, retention rates, donor demographics, channel performance, and overall fundraising productivity.

"Share helped us test simplified + focused messaging that improved our conversion rates. Additionally, paid display ad retargeting was successful, and the recurring giving pop-up brought us almost 100 new monthly gifts. We've continued to see success with both of these strategies in other campaign efforts." – Jasmine Morse, Advancement Department

Boards should also see comparisons to previous campaigns, such as, “Our peer-to-peer campaign raised 40% more than last year’s banquet.” These comparisons help guide decisions on where to invest time and resources. Include stories of spiritual impact gathered from fundraisers to highlight not just financial outcomes but also the broader mission reach and discipleship results.

In addition to crunching numbers, collect stories and feedback through post-campaign surveys, informal interviews, and open-ended questions in your thank-you emails. A short 5–7 question survey can uncover what motivated donors and fundraisers, the challenges they faced, and their suggestions for future campaigns. Ask questions like, “Share a moment when you saw God at work through this campaign” to capture testimonies that can inspire future communications and internal teams. Schedule brief calls with your top fundraisers to understand which tools were most helpful and where they struggled. This feedback can directly shape future training materials, templates, and platform choices.

Common mistakes include focusing only on the total amount raised while neglecting new donor acquisition and retention, failing to properly tag peer-to-peer donors in your CRM, and not setting benchmarks before the campaign begins. To avoid these issues, create a simple metrics sheet before launch, define how each data point will be tracked, and test integrations between your peer-to-peer platform and CRM. Establish clear data-entry rules, such as mandatory tags for all peer-to-peer gifts, to maintain consistent records. Assign a staff member as the “data owner” to ensure clean, actionable information that can guide future decisions. Use insights from your review to identify 3–5 specific improvements for your next campaign, whether that means adjusting the timing, revising your fundraising goal, or enhancing training materials.

Conclusion

Peer-to-peer fundraising can help you extend your reach and boost your revenue. By following these five steps - setting clear goals, creating engaging campaign pages, recruiting and supporting advocates, launching effectively while maintaining momentum, and tracking results with gratitude - you’ll develop a playbook that turns your congregation or ministry community into a powerful network of ambassadors. Through personal stories and shared connections, your supporters can bring in new donors and create a ripple effect of generosity.

Even a small campaign can have a meaningful impact. Picture a youth group raising $25,000 by rallying their extended families to contribute small gifts. These efforts don’t require a large team or a tech-savvy congregation. Start simple: pick one initiative, set a date, and rally a small group of dedicated fundraisers - whether it’s board members, small group leaders, or youth volunteers. From there, you can build momentum and expand future efforts.

These early wins lay the groundwork for larger, more scalable campaigns. For nonprofits with annual revenues between $1 million and $20 million, peer-to-peer fundraising offers a path to sustainable growth. If your internal resources are stretched thin, partnering with Share Services can help. They specialize in campaign strategy, messaging, digital fundraising tools, and targeted marketing - giving you the support you need to recruit advocates, maintain enthusiasm, and turn first-time donors into long-term supporters.

After each campaign, take time to reflect and refine. Dive into the data and gather feedback to identify what worked well - whether it was a particular message that resonated or a campaign format that drove participation. Use these insights to make small but meaningful improvements for your next effort. Over time, peer-to-peer fundraising can evolve from a one-off initiative into a consistent, impactful part of your annual fundraising strategy.

This week, take the first step: pick one ministry focus, set a launch date, and identify your first 10 advocates. If you’re unsure where to begin, reach out to Share Services for expert guidance. Every story shared and every gift given strengthens your mission and amplifies your impact, reaching far beyond what your organization could achieve on its own.

FAQs

What’s the best way to choose a format for my peer-to-peer fundraising campaign?

The ideal format for your peer-to-peer campaign hinges on your objectives, how your audience prefers to engage, and the platforms you’re using to communicate. Digital formats - like social media posts, emails, and videos - are fantastic tools for reaching a broad audience and encouraging interaction.

Keep your messaging clear and to the point, and use visuals or storytelling to create an emotional connection with your supporters. Consistency with your nonprofit's branding is key to building trust and reinforcing credibility. By aligning your approach with what resonates most with your audience, you’ll set the stage for stronger results.

How can we effectively recruit and support peer-to-peer fundraisers?

To successfully recruit and support peer-to-peer fundraisers, start by offering clear instructions and training. This ensures they understand their responsibilities and the goals they're working toward. Setting realistic and attainable targets is another key step to keep them motivated and focused.

Stay connected with your fundraisers through consistent communication - whether it’s emails, phone calls, or personalized messages. Show appreciation for their hard work with thank-you notes or small gestures that make them feel valued. To attract and inspire potential fundraisers, use a variety of outreach methods like social media posts, email campaigns, and even paid advertisements.

By fostering an environment filled with encouragement and support, you not only help your fundraisers achieve their goals but also build meaningful and lasting relationships.

How can I keep the campaign momentum going?

To keep the energy alive, stay in touch with your supporters across various platforms like email, text messages, and social media. Share updates, highlight success stories, and celebrate milestones to remind them why your mission matters. For those who may have fallen off the radar, personalized messages can help reignite their interest. Celebrating progress and maintaining regular communication fosters a sense of community and shared purpose, encouraging ongoing participation in your campaign.

Related Blog Posts

• Creating Effective Online Fundraising Campaigns: A Guide
• How Peer-to-Peer Fundraising Works in Faith Networks
• Ultimate Guide to Multi-Channel Fundraising for Nonprofits
• Case Study: Gamification in Faith-Based Fundraising