As I receive more questions about AI and how to improve its use, I thought it would be helpful to highlight a note I published this week.
Let me know what you think and… what did you score!?!
What if your volunteers and supporters could raise thousands of dollars for your mission without ever setting foot in your office or asking you to print another nametag?
Sounds pretty great, right?
Here’s the thing: your people already care. They already give their time, energy, and hearts to your cause. And some of them—whether they know it yet or not—are ready to become your best fundraisers. They just need a little nudge.
That’s where peer-to-peer (P2P) fundraising comes in.
At its core, P2P is when your supporters raise money on your behalf by asking their networks to give. It’s word-of-mouth fundraising in the digital age—less “cold calling strangers” and more “sharing something I love with people I know.”
It’s as if crowdfunding and community organizing had a baby. I recently heard it referred to as “Community-Centric Fundraising,” which I quite like.
Volunteers and P2P go together like peanut butter and chocolate—two good things that are even better together. (If you’re old enough to remember the ‘70s/’80s Reece’s commercials—“Hey! You got your peanut butter on my chocolate!”—you know the vibe.)
And honestly? The same goes for your most loyal donors and supporters.
Some folks want to do more, but they’re maxed out on time.
Some are introverts (we love them) who would much rather send an email or post online than ask face-to-face.
Others just need someone to say: “Hey, want to help raise $500 for the kids this month?”
P2P provides them with an easy and meaningful way to contribute—on their own time, in their own voice, with their own community.
Peer-to-peer isn’t just about raising money (though it does that too).
It also:
Acquires new donors you’d never reach on your own
Engages existing supporters in a deeper, more empowering way
Builds long-term loyalty by giving people a direct role in your success
And the kicker? Studies show that giving feels good.
When someone donates to a friend’s fundraiser, they feel generous, helpful, and even a little heroic. It’s a win-win. (In fact, I wrote a whole article on this: Why Donating is Good for the Donor, if you want to dive deeper.)
One of my clients launched their first peer-to-peer (P2P) campaign with a single board member who set up a fundraising page. That one page raised over $3,000, mostly from people the nonprofit had never heard of.
Now multiply that by 3, 5, or 10 champions. You get the idea.
This is what Derek Sivers calls a “first follower”—the person who makes it safe and visible for others to join in. (If you haven’t seen my article on that, it’s worth a quick read: What Nonprofits Can Learn from the First Follower).
You don’t need 50 fundraisers to get started. Just pick your top 3 supporters or volunteers—those who are passionate, social, and a little bit brave.
Reach out, share this idea, and ask if they’d be willing to help launch your first mini-campaign.
They might just surprise you. (And hey, if you need help getting started… I know a guy.)
Up Next: How to Build a Successful P2P Campaign Without Burning Out (Hint: It’s All About the 80/20)
Question: Are you currently using peer-to-peer fundraising? Let me know in the comments or reply via email. Would love to hear how it’s working for you.
Thanks,
Rich Dietz
Founder, Nonprofit R+D
PS: Need help to identify your first three champions or to map out your first campaign? Let’s chat. Book a call here →
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