What it is
Peer-to-peer fundraising is an approach where individual supporters, sometimes called fundraisers or ambassadors, raise money on behalf of a cause by reaching out to their own personal networks. Instead of one organization asking everyone directly, many people each share the request with the people who know and trust them.
Peer-to-peer fundraising platforms are the online tools that make this possible. They commonly offer individual and team fundraising pages, ways to share links by email or social media, donation forms, and some form of progress tracking or supporter recognition. Features vary widely from one platform to another.
These platforms are often used for walks, runs, read-a-thons, challenges, memorial campaigns and school or team drives. They are one category within the broader world of online fundraising, which also includes crowdfunding and general donation pages.
How it’s traditionally been approached
Before online tools, peer-to-peer fundraising often looked like paper pledge sheets, sponsor forms and door-to-door or workplace asks. Participants collected pledges and cash or checks, and organizers tallied everything by hand.
As the internet grew, many organizations moved those same ideas online. Personal pages, email sharing and social media posts became common ways for participants to invite their circles to give, while organizers used dashboards to follow activity.
Today, groups choose among many approaches, including events, product sales, direct appeals, crowdfunding and peer-to-peer campaigns. Each has strengths, and many groups combine several depending on their size, audience, goals and available volunteers.
How the right fundraising consultant may help
The right fundraising consultant may help you think through whether a peer-to-peer approach suits your cause, your supporters and your timeline. They may also help you compare platform features, such as page customization, team options, communication tools and reporting, against what your group actually needs.
A first conversation is generally a chance to describe your goals, your supporter base and your past efforts. A consultant may ask about who will be asked to participate, how comfortable they are with outreach, and what support your team can offer them, such as sample messages or simple training.
Useful questions to ask include: What experience do you have with groups like mine? How do you approach planning, messaging and follow-up? How do you handle thank-yous and supporter stewardship? What should I confirm about registration, permits or tax rules in my state? A good consultant will be open about what they can and cannot control, and will not promise specific results.
The bigger picture
Fundraising can carry real emotional weight. Asking people for help may feel uncomfortable, and worrying about a goal can add stress for organizers and participants alike. Choosing an approach that feels authentic and manageable may support your peace of mind and make the work more sustainable.
It also helps to consider the financial side of your own decision, such as time, platform fees and volunteer capacity, and to be kind to yourself along the way. If you're also looking for wellbeing-related support, Providers.plus is one place to explore additional resources.
Keep in mind
- Platform features, fee structures and terms vary, so read the details carefully and compare more than one option before choosing.
- Charitable solicitation registration requirements vary by state, so check current state and local rules before you start asking for donations. If your campaign includes a raffle or similar drawing, gaming laws vary by state and sometimes by city or county, so confirm current rules and any required permit first.
- Whether a donation is tax-deductible depends on the recipient's tax-exempt status and current IRS rules. Confirm anything about deductibility with a tax professional rather than assuming.
- No platform or consultant can guarantee fundraising results. This directory is independent and educational, and is not a legal, tax or financial advisor.
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Frequently asked questions
What are peer-to-peer fundraising platforms?
Peer-to-peer fundraising platforms are online tools that let individual supporters create their own fundraising pages and invite their personal networks to give to a cause. They typically include donation forms, sharing tools and progress tracking. Features differ by platform, so it helps to compare them against your needs.
How do peer-to-peer fundraising platforms work?
Generally, an organization sets up a campaign, and participants create personal or team pages tied to it. Each participant shares their page with friends, family and coworkers, who donate online. Organizers can usually view activity and thank supporters through the platform.
Are peer-to-peer fundraising platforms good fundraising ideas for schools and teams?
They can be one of many fundraising ideas for schools, teams and clubs, especially when participants are comfortable reaching out to their own networks. Whether it fits depends on your group's size, goals and capacity. A fundraising consultant may help you weigh it against other approaches.
Do I need a permit or registration to use a peer-to-peer fundraising platform?
It depends on where you are and who is fundraising. Charitable solicitation registration requirements vary by state, and rules can change over time. Check current state and local requirements, and consider consulting a qualified professional, before launching.
Are donations made through these platforms tax-deductible?
That depends on the recipient's tax-exempt status and on current IRS rules, not on the platform itself. Because every situation is different, confirm with a tax professional before telling donors a gift is or isn't deductible.
How can a fundraising consultant help with peer-to-peer fundraising?
A consultant may help you clarify goals, compare platform options, plan messaging and prepare participants for outreach. They may also help you think through thank-you and follow-up practices. They cannot promise specific results, so ask how they work and what they have done for similar groups.
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.