Building a Modern Peer-to-Peer Fundraising Program

In digital fundraising, the shortest distance between you and your next loyal donor just might be a friend.

That’s the power of peer-to-peer (P2P) fundraising. It doesn’t just expand your reach—it also amplifies your message. But for many nonprofits, launching or growing a P2P program can feel overwhelming. Where do you start? How do you build momentum? And, most important, how do you turn a one-time participant into a long-term advocate?

Doing Good Digital partnered with Blackbaud to answer those questions during a two-part webinar series. Whether you’re creating a program from scratch or optimizing an existing one, you’ll learn real strategies in the webinar, with tech-forward tactics to help your organization build sustainable success. We’re happy to share some highlights here to help you start building (or rebuilding) a modern P2P fundraising program.

Start with the Why: P2P Is More Than Just a Campaign

P2P fundraising works because it’s rooted in relationships. It invites your most passionate supporters to share your mission in their own voice, using their own story, with their own community. That makes it a natural fit for building awareness, reaching new audiences, and increasing revenue—especially when budgets and staff capacity are tight.

It also meets the moment. From hybrid events and social fundraising to mobile-first experiences, today’s donors expect digital engagement that is seamless and personal. P2P offers a direct line to that experience—if it’s done thoughtfully.

Lay the Groundwork: Tools, Strategy, and Storytelling

The foundation of any modern P2P program is a combination of strategy and support.

• Define your campaign goals early—and include at least one success metric that isn’t fundraising dollars, such as the number of repeat participants.
• Use Blackbaud TeamRaiser® with intuitive registration, customizable pages, robust reporting, and built-in marketing tools.
• Design a campaign story that fundraisers can get behind. Keep messaging clear and mission-driven.
• Build a coaching plan that equips participants with what they need to succeed—from email templates and fundraising tips to social media toolkits and impact stories.

When you provide this kind of structure and support, you empower fundraisers to feel confident and connected. That kind of energy leads to stronger campaigns.

Maximize the Platform: TeamRaiser Features That Drive Results

The second part of our webinar series focuses on unlocking the advanced features of TeamRaiser. For organizations ready to take the next step, this platform offers a suite of tools to streamline management and elevate engagement.

Here’s a sampling of what these custom features can help you do:

• Create branded donation forms and quick-give options for event day
• Use registration questions to personalize the fundraiser experience
• Incorporate gamification elements like badges and leaderboards.
• Add QR codes, guestbooks, and social integrations to drive visibility
• Leverage third-party tools for text-to-give, mobile giving, and stewardship messaging

These features allow organizations to deliver a dynamic, mobile-friendly experience while saving time and reducing manual tasks.

Look Beyond the Event: Retention Starts the Moment the Gift Is Made

One of the most overlooked opportunities in P2P fundraising is what happens after the event ends. P2P donors—many of whom are brand new to your organization—often go unrecognized, unthanked, or uninformed about their impact.

That’s a mistake.

Donors who arrive through a P2P channel often give more than traditional direct donors, and P2P donors represent a high-value group for future cultivation—if stewarded well.

A few key strategies:

• Create a welcome series specifically for P2P donors that introduces your mission and shares relevant stories.
• Include these donors in broader campaigns but use segmentation to keep content timely and personal.
• Encourage your fundraisers to thank their donors directly using sample messages and social shoutouts.
• Use automated platforms like ThankView or Gravyty to add a personal touch without overburdening your team.

Retention does not have to be a donor communications problem. If you build a plan, it can be part of your program strategy from the start.

Engage All Year: Make Fundraisers and Donors Part of the Community

A campaign is a moment, but a community lasts all year. That’s why ongoing engagement should be part of your P2P strategy from day one.

For fundraisers:

• Send monthly updates or spotlights that recognize participation.
• Highlight upcoming opportunities or share impact from the last campaign.
• Build a sense of momentum with timely incentives or new content.

For donors:

• Follow up with mission-driven content and campaign updates.
• Use conditional email content to keep communication relevant.
• Offer pathways to deeper engagement by offering opportunities to volunteer, register for future P2P events, or make recurring gifts.

With consistent outreach and thoughtful segmentation, you can transform one-time supporters into loyal advocates.

Ready to Take the Next Step?

If you’re new to P2P or still building your program, start by reviewing your current donor journey. Where are you delivering meaningful value? Where are there gaps in communication or personalization?

Then, choose one area to improve—whether it’s automating your welcome series, adding gamification such as activity tracking to your campaign page, or segmenting your follow-up emails.

You don’t need a large team or a big budget to make an impact. What you do need is a clear plan, the right tools, and a commitment to meeting your supporters where they are—with empathy, strategy, and purpose.