By Shannon Whitehead, Content Strategist at Neon One — a software that connects nonprofits with the technology and resources that empower them to build a community of generosity.

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A peer-to-peer campaign (or “P2P”) is a type of fundraising where individuals organize and host a campaign on behalf of a nonprofit organization and collect donations from their friends. Peer-to-peer fundraising relies on supporters reaching out to their family, friends, and colleagues and utilizing their network of connections to help meet the fundraising goal.

Launching a peer-to-peer campaign begins with recruiting some of your most fervent supporters to organize personal campaigns on your organization’s behalf. P2P campaigns aren’t complicated, but they do require a bit of planning to get off the ground. Here’s how to start planning yours and what you need to launch it.

1) Outline Your Objectives

Before you launch a peer-to-peer campaign (or even ask anyone to join it), it’s crucial to define the campaign’s purpose. What are you asking supporters to do? What specific initiative will the funds raised go to support?

This is the time to set fundraising goals, create a strategy for pitching the campaign to potential individual fundraisers (why should someone organize a peer-to-peer fundraiser on your behalf?), and outline clear instructions for your staff and supporters.

2) Dig Into the Details

As with any fundraising campaign, there are logistics to consider with a P2P campaign.

For example, if the campaign involves an event such as a marathon or gala, what do you need to make it happen? A planning committee? To plan an in-person event, list what’s required, such as a venue, entertainment, and food. If you’re doing a virtual or hybrid event event, consider software, technology, and website needs.

A few other details to think of: Who is in charge of which aspects of the campaign? How will you keep track of results? What’s your plan for thanking fundraisers and donors? What will you do to nurture relationships with the new donors you acquire through the campaign?

3) Set Up Your Software

Remember all those details we discussed in the previous point? Using peer-to-peer fundraising software can make accomplishing all of that much smoother and easier.

Finding and implementing the right software is an important part of launching a successful peer-to-peer campaign. Software tools help you with many details, such as monitoring fundraising activity, processing payments, building landing pages, and running online events.

4) Get Fundraisers on Board

Next, it’s time to reach out to your supporters who will participate! These could be individuals you’ve seen demonstrate a lot of passion for your cause or have a personal story that ties them to it.

Other potential fundraisers could include volunteers, recurring donors, and those actively engaging with your organization on social media.

Remember to be clear about what they’ll need to do and what you’ll provide to help them fundraise effectively.

On behalf of the Cystic Fibrosis Foundation, supporters raised money for the organization’s Walt Disney World Marathon Weekend. Each person had a fundraising page they could share with their networks, and top fundraisers were listed on the campaign’s main page.

5) Create a Campaign Brand

It’s common for fundraising campaigns to have distinct branding from an organization’s main branding and other campaigns. Peer-to-peer fundraising campaigns are no exception.

Creating a visual brand gives your campaign an exciting, unique look, and writing official campaign messaging (theme, purpose statement, etc.) makes for a more credible and clear campaign.

This branding will show up within your campaign’s landing pages, graphics, and other marketing materials, presenting engaging visuals and messaging that will inspire your supporters.

6) Outline Your Marketing Strategy

While the individuals lending their names and networks for the peer-to-peer campaign will do much of the marketing, you’ll still need an overall marketing strategy for maximum visibility and engagement.

Outline a promotional timeline that builds in teaser posts to build anticipation, consistent progress updates to keep up your momentum, and post-campaign thank-yous to show appreciation.

Determine what you’ll share and when across your communication channels, including email, social media, text messaging, and your website.

7) Equip Your Fundraisers

One of the most crucial details to cover before launching a peer-to-peer campaign is equipping your fundraisers with the resources and knowledge they need to encourage their networks to be generous.

Doing this can include providing a toolkit with pre-written emails, social media posts, and text messages. Many peer-to-peer fundraisers involve creating a landing page for individuals who are fundraising, but remember to also give them customizable materials that will help them share this link and be effective advocates.

You can also host trainings or provide guidebooks that cover the campaign goals, how to share their stories about what the campaign and cause mean to them, and best practices for engaging their networks.

8) Launch and Engage

You’re almost ready to launch! During the campaign, maintain consistent communication with fundraisers and donors. Celebrate milestones, highlight top fundraisers, and emphasize the real-world impact of their generosity.

And perhaps most importantly, don’t forget to say “thank you”! Engaging with and thanking supporters throughout the campaign shows your gratitude to everyone involved and helps foster a sense of community among your loyal and new donors.