Peer-to-Peer Fundraising Statistics & What They Say

Statistics show that peer-to-peer fundraising (P2P fundraising) is more efficient at raising funds than traditional fundraising methods. P2P fundraising allows nonprofits to leverage the influence and reach of a community or network. Networks that are targeted through peer-to-peer fundraising are typically friends, family, or colleagues of donors. 

Using a P2P method, individuals will create a personalized campaign within their community and be able to build stronger engagement and raise more funds. P2P fundraising also improves donor retention since donors are more likely to feel connected to the cause when they are personally involved in the effort. Let’s dive deeper into peer-to-peer fundraising statistics and what they say about the impact of this type of fundraising.

1. Peer-to-Peer Campaigns Raise More Money

Statistics show that peer-to-peer fundraising campaigns may help raise more money than traditional fundraising methods. 

• 39% of Americans say they’ve donated to a charity based on a request from a friend or family member. This is due to a stronger connection the donor feels to the individual they are helping. (Source: https://today.yougov.com/society/articles/26592-giving-tuesday-charity-donations-poll-survey)
• People will also give more to one beneficiary than to numerous beneficiaries, according to the identifiability effect. Overall, what this says is that peer-to-peer campaigns are more effective than bringing in funds compared to conventional fundraising efforts.  (Source: https://www.sciencedirect.com/science/article/abs/pii/S2214804316300179)
• One 2020 study showed that traditional peer-to-peer programs that launched campaigns struggled, while a small number of programs that were already set up as virtual campaigns experienced significant growth. (Source: https://www.nonprofitpro.com/post/fresh-ideas-for-non-traditional-peer-to-peer-fundraising-campaigns-and-events/)

2. Peer-to-Peer Feels More Personal 

When a friend or colleague develops a personal campaign, it creates a more emotional and heartfelt connection for potential donors. This is because donors require a certain level of personalization to feel connected to an effort or a cause. 

Statistics show that people are more likely to donate to a charity if it has helped someone they know. (Source: https://www.independent.co.uk/news/uk/home-news/charity-donate-help-friends-family-good-cause-a9229246.html). Nonprofits and fundraisers understand that the best approach for attracting donors is meaningful and human-centered. They know they need to connect their organization’s story to their donors’ stories. 

Tip: Leveraging digital platforms such as Kindsight to create curated content that captivates a donor’s heart is an exceptional way to create meaningful engagement beyond traditional and mass solicitation.

3. Donor Retention Strategies Are Vital

Peer-to-peer fundraising needs to be followed up with donor retention strategies. Four out of five donors say that a well-written acknowledgment letter is all it takes to inspire them to give again. (Source: https://cfjc.org/wp-content/uploads/2023/02/Penelope-Burk-Donor-Centered-Thank-You-Letters-Project-vol4-october-2020.pdf)

Digital fundraising platforms with generative AI tools empower fundraisers to build campaigns, grants, thank-you letters, email appeals, social media posts, and more. This can all help with donor retention, increasing the chance of long-term support for your cause.  

4. Peer-to-Peer Increases Social Sharing 

Statistics suggest that social media helps nonprofits methodically engage new, larger, and younger audiences cost-effectively. (Source: https://wwwfriise.cdn.triggerfish.cloud/uploads/2018/08/the-social-network-effect-the-determinants-of-giving-thorugh-social-media.pdf)

Social media has really changed the fundraising game as it allows participants to virally tell everyone about their campaigns. The power of social sharing generates visibility for the campaign, motivates participants to share their personal stories, and encourages others to donate at the same time. A statistic from the American Red Cross shows that 70% of respondents said they would respond in some way to a friend’s social post or update. (Source: https://philanthropynewsdigest.org/news/personal-connection-key-motivation-for-giving-survey-finds)

Nonprofit organizations can also benefit from information and analytics available on social networks. This helps them measure the effectiveness of their campaigns and inform their future strategies.

5. Peer-to-Peer Boosts Mobile Giving

Mobile fundraising is a critical factor in peer-to-peer fundraising campaigns. Statistics indicate that an estimated 4.48 billion people worldwide own a smartphone. (Source: https://www.oberlo.com/statistics/how-many-people-have-smartphones)

Peer-to-peer online fundraising is easier with mobile engagement. Users can donate and share campaigns on the go, whether or not they decide to donate. 

If a fundraiser makes the campaign public on social media, friends of the fundraiser can share it on their own pages using social media sharing tools. This allows fundraisers to reach a wider audience. Reaching a larger pool of potential donors leads to receiving more donations.

6. Peer-to-Peer Encourages Small to Large Donations

Peer-to-peer fundraising makes donating accessible to everyone. Statistics show that current donors are willing and able to attract new donors using small incentives. (Source: http://www.raganpetrie.org/uploads/8/4/4/3/84436206/jpubecon_fundraising_through_online_social_media_2014.pdf)

Offering a match donation can motivate current donors to donate a small amount and have it matched each time someone in their network donates. This strategy develops an accumulation of small donors who collectively contribute major sums. 

Peer-to-peer fundraising campaigns could thrive through many small contributions from a network of people and matching donations. These platforms make it easier for every individual to donate any amount, however small or large. 

7. Peer-to-Peer Promotes More Interpersonal Contact

Peer-to-peer fundraising prompts more direct contact between donors and their networks. A P2P fundraising participant who creates a peer-to-peer campaign is more likely to post it on their personal wall. 

• Statistics show that roughly 18% more donors click to post on their personal Facebook walls compared to sending a private message. (Source: http://www.raganpetrie.org/uploads/8/4/4/3/84436206/jpubecon_fundraising_through_online_social_media_2014.pdf, page 33) This direct contact can lead to personalized interactions and stronger connections with potential donors. 
• However, donors who were recruited through mass-market fundraising methods using interpersonal interaction are associated with lower giving over time. (Source: https://journals.sagepub.com/doi/10.1177/08997640241248029)

So while interpersonal P2P fundraising tactics may result in more donations in the short term, you can’t necessarily count on your regular donors’ friends and family’s ongoing involvement after the initial ask.

8. Peer-to-Peer Fundraising Allows Anyone to Create Content

Peer-to-peer fundraising engages and empowers people to develop and create their own content. Fundraising intelligent platforms offer ready-made templates, images, and text to help fundraisers bring their own stories to life. 

These are often powered by AI-generative content that personalizes the fundraising experience for both fundraisers and donors. In this way, you don’t have to be an expert to create and generate authentic, empathy-driven content. 

• According to a report by Nonprofit Tech for Good, organizations that use data-driven, intelligent fundraising platforms see up to a 20% increase in overall donations. (Source: https://www.nptechforgood.com/wp-content/uploads/2023/02/Nonprofit-Tech-for-Good-Report-Final2-2023.pdf)

By leveraging these tools, nonprofits can better understand their donors and tailor their messaging to resonate with them on a deeper level. 

9. Trends in Generations and Giving

Peer-to-peer giving is defined and embraced by Millennials and Gen Zers. 

• 90 percent of millennials donate because of their alignment with a cause or a mission, and 70 percent of Gen Z are engaged with social or political issues. (Source: https://www.themillennialimpact.com/sites/default/files/images/2018/MIR-10-Years-Looking-Back.pdf)

This trend points toward peer-to-peer fundraising as a good approach for younger generations.

Peer-to-peer fundraising can leverage social media channels to reach these generations. By tapping into Facebook, Instagram, and TikTok, groups can reach out to Millennial and Gen Z networks to spread the word and collect money for their cause. The back-and-forth and engaging way peer-to-peer fundraising works on social media also helps get more young donors involved and sharing.

Use Peer-to-Peer Giving to Raise More Funds

Peer-to-peer fundraising is one of the most efficient, effective, and scalable ways to raise money for various nonprofit causes. The statistics cited above show the power of a P2P model. Peer-to-peer feels more personalized, increases social sharing, and appeals to a younger generation of donors who are eager to give. 

P2P fundraising also promotes more interpersonal contact with current and potential donors. Technology platforms that use real-time analytics and mobile optimization can help organizations dramatically improve their P2P fundraising success.