How’d your last peer-to-peer event go? Could you use more participants next time? To get more people to participate in your peer-to-peer fundraising event, think about how you’re advertising it.

Where will your audience see your event advertised? Are you sending out invites? What are some other ways to get more people to see your fundraiser?

1. Determine who your audience is

Identifying and understanding your ideal audience is essential to ensure the success of your peer-to-peer fundraising event. Your ideal audience is unique to your nonprofit and understanding who they are and what motivates them to give is key to ensure your event is successful. Your ideal attendees care about your nonprofit’s mission and are interested in the event you are hosting.

Who do you want to participate in your peer-to-peer fundraising event?

Then determine what you know about your ideal participant. What do they value? Where do they live? What is the most important thing to consider when planning a fundraiser? How can you reach potential donors to tell them about your event?

2. Find out where your audience is

Your audience is as unique as your nonprofit.

After figuring out who your ideal audience is, think about what you know about them and what kind of media they consume. When you know where your target audience hangs out, it becomes easier to market your event in a way that reaches them directly.

  • Direct mail appeals are most successful with Baby Boomers. Almost 50% of Boomer donors prefer to give with a physical check. 
  • 39% of Gen X respondents said they’re most likely to give as a result of a post they see on Facebook or other social media channels. 
  • 27% of Millennial respondents wanted to see updates about the causes they support on social media. That doesn’t mean they don’t appreciate a personal touch; the next most popular method of receiving updates was through personal phone calls. 
  • 33% of donors in this age group prefer to give in response to social media channels, and 29% prefer to give via text messages. 

To connect with each generation, it is helpful to know the best ways to reach them.

3. Start with a Facebook event page

The best way to get started is to create an event page on Facebook. Why Facebook? The Navigating the Unknown report showed that Facebook was the top channel for inspiring donors to make gifts.

In addition to that, your supporters can easily share your Facebook event page to their social media circles, even if they’re not on Facebook! The more people that see your event, the more likely you are to get people to sign up, and the more money you can raise for your cause.

4. Ask supporters to share your event

For your promotion to be effective on social media, it needs to generate a lot of views. However, nonprofits don’t always have social media advertising budgets. If you believe that your organization could benefit from organic reach, then don’t underestimate its power!

When you post about your event on social media, ask supporters to share the event information.

The more your supporters share your content, the more people in their social circles will be exposed to it. Most social media platforms will also promote posts that receive a lot of engagement in the form of likes, comments, and shares by displaying them to a larger audience.

5. Target your ads to your ideal audience

14 Peer-To-Peer Fundraising Best Practices

The great thing about social media is that everyone is using it!

The downside of social media is that promote your event to a large audience can be costly. How do you remedy this? You can create targeted ads that specifically appeal to your ideal audience.

Social media knows a lot about its users. Many users supply these sites with information about themselves such as their name, age, geographic location, marital status, and more.

Your ads can be directed at people who meet your specific criteria. It is more effective to market to people who are already interested in what you are selling than to try to sell to everyone.

Why? people are more likely to respond positively to ads that are relevant to them. To reach your ideal audience, you need to find and show your ads to them.

This means that your ads will be more relevant to the users who view them. This makes it easier to find people who you want to see at your event.

6. Pay attention to geographic location

For hybrid and in-person events, it helps to target your ads to a specific geographic location.

As you are selling an event experience, it is important for your venue to be in a good location. When paying for display ads on social media, it is best to limit the reach of those ads to your geographic location.

A virtual event can be attended by anyone, regardless of their location. Even though you might think it’s obvious, you should still make sure to include the time zone that the virtual event will take place in your advertisement.

You should be very specific in your search parameters when trying to reach people who might be interested in attending an event in support of your organization. This is especially important if you are trying to reach people who are not in the same location as you.

7. Add peer-to-peer campaigns to existing events

If you are new to peer-to-peer fundraising, it is best to include this campaign type in an established fundraising event. It also takes away some pressure.

If you find peer-to-peer fundraising challenging at first, this is a good opportunity to learn all the secrets of the trade.

Peer-to-peer fundraising allows your supporters to raise money for your cause on your behalf.

All you need to do is turn on a switch and click a few times to send your supporters invitations to join your peer-to-peer fundraising campaign. You can easily set up recurring donations on your Donorbox account.

8. Make it easy to register and fundraise

If you want your fundraisers to have an easy time creating and running their own campaigns, pick a good peer-to-peer fundraising tool. It should let them easily signup, customize their fundraising pages as they like, and get started.

Donorbox allows nonprofits to quickly and easily create peer-to-peer fundraising campaigns by simply entering their supporters’ names and email addresses.

Email supporters after they sign up to guide them through setting up their fundraising page. Nonprofits can also allow interested people to fundraise for the cause by leaving a button on the top of their original campaign page.

You can easily set up a campaign like the one below by clicking a few buttons. Your fundraisers will be able to get started right away.

This platform provides users with a strong fundraising form, a fundraising thermometer, the ability to add their story, images, a background picture, and more. This page makes it easy for you to accept donations from your friends and family.

9. Connect individually with each fundraiser

There are other ways to encourage participation besides providing online tools. Most organizations will need to contact supporters directly.

Before posting the option online, it is best to choose a few supporters with a lot of online followers and who are knowledgable about the subject. If you can get potential donors interested in your nonprofit’s fundraiser, you will have a better chance at being successful.

One way to support your cause is to find nonprofit advocates who talk about similar things. This way, you can learn from their example and also get support for your own advocacy. They should have a good number of followers and amount of experience.

Meet with them in person and discuss the possibility of their involvement in your peer-to-peer fundraising campaign. Making use of influencers can be a great means of expanding your reach and converting their followers into your donors.

10. Train your peer-to-peer fundraisers

About convincing supporters: After you’ve gotten a few people on board with your cause, you’ll need to teach them how to raise money and market their campaign.

This is particularly true for organizations and individuals who are new to this type of fundraising. Nonprofits can use several training tools, such as online resources and in-person workshops, to educate participants before their campaigns begin.

  1. In-person training sessions by experienced fundraisers
  2. Online “how-to” sessions by your team
  3. Pre-recorded training videos on your peer-to-peer fundraising tool
  4. FAQs and Staff available for questions
  5. Onboarding resources for fundraisers, including videos and other materials

11. Use different social media channels for marketing

14 Peer-To-Peer Fundraising Best Practices

When you start your campaign, check out the volunteers you already have and figure out which social media tools would be best for them.

Most people’s primary social media account is Facebook, but Instagram and Twitter are also important. If you have a young donor base, you should explore popular apps, like TikTok and Snapchat.

Make sure to add social sharing buttons to your main campaign and all subsequent campaigns, as well as on all marketing materials. This will ensure that people can share your content across their social media channels.

Monitoring your supporters’ activities is a crucial part of fundraising. By using the tracking tools available, you can ensure that your supporters are on track and meeting their fundraising goals.

Find out which platform that is for each fundraiser, and make sure to share their content on that platform. A pro tip for raising money is to find out which social media platform each fundraiser has the most followers on and share their content on that platform. Emphasize their use of that platform while also continuing to advertise to others.

It is our goal to target and reach more potential donors and supporters and to spread the word about our organization. The campaign has raised more than its goal.

12. Fuel fundraisers’ campaigns with updates

When your supporters start their peer-to-peer campaigns, your office will change from being the main fundraiser to being support staff. You can keep raising money for your original campaign, but you will also need to help out the other fundraisers.

Each campaign should have a designated monitor to track when someone may need assistance. The success of the campaigns and updates on any fundraising or program details should be shared. When supporters start collecting funds, thank and congratulate them for their efforts online.

13. Offer fundraising templates

Text You can support your fundraisers by providing templates they can use throughout their campaigns.

Create donor appeal emails, social media posts, and donation receipts before the fundraiser begins, and send thank-you notes to donors afterwards. The goal is to make it quick and easy to send communications, which will help ensure they are used.

fundraisers can add their own stories to their fundraising pages on Donorbox If you give them some guidelines for what to include in their description, it will be easy for them to write a personal fundraising appeal that explains your cause and why it is important to them.

Your donation receipt templates can be used to customize the receipts that donors will receive automatically after making a donation. Ensuring success for a peer-to-peer fundraising campaign requires having communication templates and taking care of other details.

14. Evaluate ad performance and make adjustments

You’ve started a social advertising campaign to promote your event where people can interact and connect with each other. Now what? To see if your ad spend is effective, compare it to how much revenue it brings in. Make changes if needed so you get the most money back for what you spend.

Most social media platforms will provide you with data on your ad performance when you advertise with them. A lot of that information can be really confusing. So to gauge effectiveness look at the following metrics.

Must-know metrics

This metric represents the number of times your ads are viewed by others. This data is helpful in understanding how many users fit your target demographic.

If your number is too low, your ideal audience may be too small. This problem can be fixed by making some changes, like increasing the target age group.

The Click-Through-Rate measures the number of times people who see your ad click on it and are taken to your website.

The click-through rate is determined by dividing the number of clicks on a link by the number of times that link was viewed. This number is then multiplied by 100 to get the click-through rate percentage.

This text is discussing the conversion rate, which is the number of people who take a desired action divided by the total number of people who see the opportunity to take that action. You want your conversion rate to be as high as possible because that means more people are interested in your product or service.

This means that people are agreeing with you. This metric is a measure of how well your ad is targeted to your desired audience.

The return on investment (ROI) of your campaign is the amount of money you make from each person who responds to your ad divided by the amount you spend to show the ad to them. After you figure out your conversion rate, examine your expenses to see if you’re spending too much in relation to the results you’ve gotten.

If you keep going at the same rate, will you stay within your budget and either meet or exceed your recruitment goals? If a particular ad is not working, consider how it can be improved or discontinued. It may be more effective to focus on ads that are working better.


Too often, marketing your event is overlooked or done without careful planning. It is more effective to focus your marketing efforts on methods that are known to work well with your target audience than to try out many different strategies in the hope that some of them will be successful.

To whom are you trying to sell? Once you have found your target audience, consider where they will be and how to best get your message in front of them.

There are several ways to make your event more visible, including social media, email, and direct mail. Still not enough? Don’t limit yourself to conventional marketing methods if you want more people to see your event.

About the Author Brian Richards

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