What it is
Peer-to-peer fundraising is a way of raising money in which individual supporters create their own pages or campaigns and invite people they know to give. The cause provides the mission and the tools. The supporters provide the personal connections.
Because the ask comes from someone the donor already knows, the message often feels more personal than a general appeal. Many fundraising ideas fall under this umbrella, including walk-a-thons, birthday fundraisers, team challenges and online campaigns tied to a event or milestone.
Running one usually means setting a clear goal, choosing a format, giving supporters simple tools and messaging, and thanking everyone along the way. The details change depending on the cause, the audience and the rules that apply where you are.
How it’s traditionally been approached
Traditionally, peer-to-peer fundraising grew out of in-person events. Participants walked, ran, biked or climbed, and collected pledges on paper forms from people in their circles. Organizers then gathered the forms and the money afterward.
Over time, much of this moved online. Supporters now often set up personal web pages, share them by email, text or social media, and send updates as they go. Organizers typically provide sample messages, images and a way to track progress.
Groups also run team-based versions, such as school or club challenges, or give supporters a short window of time to compete in friendly ways. Each approach has its own strengths, and the best fit depends on the size of your group, your supporters' comfort with asking, and the time you have to plan.
How the right fundraising consultant may help
A fundraising consultant who knows peer-to-peer and online campaigns may help you think through the basics: what format suits your cause, how to recruit and support participants, and how to keep the experience simple and encouraging. They may also help you look at the tools available without favoring any one of them.
A first conversation is generally a chance to describe your cause, your audience and your timeline. The consultant may ask about your supporters, your past events and your comfort with online tools. You can use that time to see whether their style fits your needs.
Good questions to ask include: What experience do you have with groups like ours? How do you help participants feel confident asking? What does your support look like before, during and after a campaign? How do you approach legal and registration questions? Results can never be promised, but a thoughtful consultant should be open about what they can and can't do.
The bigger picture
Asking friends and family for support can feel uncomfortable, both for the organizers and for the participants. Planning a clear, gentle approach may reduce that stress and help people feel proud of what they are doing rather than pressured. Remembering that donors choose freely can also bring some peace of mind.
It also helps to think about your own time, energy and finances. A campaign takes effort, and it is fine to scale it to what feels manageable. If worry about a project is affecting your wellbeing, Providers.plus may help you find supportive resources, and nothing here replaces the judgment of professionals you trust.
Keep in mind
- Charitable solicitation registration requirements vary by state, so check current state and local rules before you start asking for donations.
- Whether a gift is tax-deductible depends on the recipient's tax-exempt status and current IRS rules, so supporters should confirm with a tax professional rather than assume.
- If your campaign includes a raffle or other game of chance, laws vary by state and often by city or county, so check current rules and any required permit first.
- No consultant, platform or format can guarantee fundraising results, so set expectations that fit your community.
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Online, peer-to-peer & crowdfunding
Frequently asked questions
How do I run a peer-to-peer fundraiser?
Start by choosing a clear goal and a simple format, such as a team challenge or personal fundraising pages. Then recruit supporters, give them easy tools and sample messages, and keep everyone updated and thanked. Check your state and local rules before you begin, and consider talking with a fundraising consultant for guidance.
What is peer-to-peer fundraising in simple terms?
It is fundraising in which supporters ask people in their own networks to give to a cause. The organization supplies the mission and tools, and the supporters share the message personally. This often makes the request feel more familiar to donors.
Do I need a fundraising platform to run a peer-to-peer campaign?
Not always, but many organizers use online tools to make pages, share links and track progress. The right choice depends on your group, budget and comfort with technology. A fundraising consultant may help you compare options without assuming any one is best.
Are donations to a peer-to-peer fundraiser tax-deductible?
It depends on the recipient's tax-exempt status and current IRS rules. Because each situation is different, donors and organizers should confirm with a tax professional before making any statement about deductibility.
Do I need to register to run a peer-to-peer fundraiser?
Charitable solicitation registration requirements vary by state, and they can depend on who is asking and how. Check current state and local rules, or ask a qualified professional, before you start collecting donations.
How can a fundraising consultant help with a peer-to-peer fundraiser?
A consultant may help you plan your format, prepare participant materials, think through timelines and review your overall approach. They cannot guarantee results, but they can offer experience and a fresh perspective on your fundraising ideas.
Educational resource. Fundraiser.biz shares general information and connects people with independent fundraising consultants. It is not professional advice. Talk with a qualified professional about your own situation.