Here’s an innovative way to expand your reach to new donors across generations, while creating community with current supporters — launch a Peer-to-Peer (P2P) crowdfunding campaign. This opportunity empowers your donors and subscribers to raise money while also endorsing your publication to their networks. Because potential donors are inclined to believe a trusted colleague, friend or family member, donation hesitancy is reduced and giving increases.   

Let’s explore the types and benefits of P2P crowdfunding and why it’s a great tool for your publication’s general operating fund and/or a specific need. 

Three Types of P2P Campaigns – Traditional, Do It Yourself and Network 

• Traditional: These are in-person events like 5k and walk-a-thons and have been happening for decades. Incorporating technology, they now include a crowdfunding component with the campaign lasting a few months and concluding shortly after the event occurs. 
• Do It Yourself: P2P DIY revolve around celebrations like birthdays, anniversaries and weddings where your supporters ask their community to donate to your publication instead of purchasing a gift. Supporters can also create an in-person or virtual workshop where they offer an activity and a donation is required for admission. These P2P are not connected to an event hosted by your publication and can run for a year or more. 
• Network: Whether a standalone campaign or paired with an event, this tool engages your network of local celebrities, community leaders, neighborhood businesses, advisory board members, subscribers and donors to tell their personal stories of interactions with your publication, provide an endorsement, and promote the P2P campaign to their networks. This P2P can also run for several months or longer. 

With each P2P having a different focus, they can run simultaneously as well as with non P2P crowdfunding campaigns. 

Low Cost + High Return = WinWin

So why launch a P2P campaign? In a nutshell, it’s a cost effective solution to expand your reach, increase publication awareness and raise funds. With your supporters providing endorsements via social media, email and literally word-of-mouth, they are doing the bulk of the promotion and you reach new donors and subscribers.Their advocacy provides social proof to build trust and credibility in your publication. Plus, supporters’ networks often include people who share similar values, thus increasing the likelihood of donations. All that’s needed on your part is staff time to manage, respond to supporter requests, and nurture the abundance of new donors.

Boost Current Donor Engagement and Sense of Community

By its nature, a P2P campaign is more than just raising money. It’s about building a network of advocates who are passionate, collaborative and feel included in a larger movement – the success of your publication. Through engagement, they intentionally take an active role in your publication’s success. 

Benefits beyond P2P donations: 

• Ownership of the Mission: Fundraisers feel a sense of pride and accomplishment in helping your cause, which can lead to deeper, long-term loyalty. 
• Shared Purpose: Supporters rally around a common goal, creating camaraderie and motivation.
• Stronger Advocacy: Inspired fundraisers are more likely to advocate for your publication and/or goals with their community and/or policymakers. 
• Group Celebrations: Milestones and achievements are celebrated collectively online and/or in-person, reinforcing a sense of belonging.
• Social Media Amplification: Supporters, especially younger generations, often share their fundraising pages on social media and create a ripple effect of awareness. 
• Volunteer Recruitment: Engaged fundraisers are more likely to volunteer for your publication’s programs and events.
• Recurring Opportunities: Current and new donors may become monthly supporters.

It Is All Fun & Games!

Enhance campaign excitement with online gamification leaderboards and donation-based challenges to inspire friendly competition and boost participation. To keep supporters engaged, offer gift cards and other physical rewards for reaching donation milestones. Publicly recognize top fundraisers online and in person – you want to nurture and retain these donor relationships.  

Tips and benefits:

• Motivation to Achieve Goals: Fundraisers strive to meet milestones and climb leaderboards.
• Increased Visibility: Social sharing of progress updates will spread your P2P crowdfunding message further.
• Team Spirit: Group-based challenges encourage collaboration and camaraderie.
• Personal Expression: Each participant has creative control of their P2P campaign’s unique stories, videos, photos and language encouraging their network to donate.  
• Community Gathering: Provide supporters with a meaningful experience to see the collective impact of their contributions, and connect with each other and your staff. 
• Expanded Internal Support: Encourage advisory board members and internal team members to have a P2P campaign and publicly show their support for your publication. 
• Incentivized Giving: A campaign with clear goals, challenges, and/or matching donations can inspire generosity.

P2P Wrapup

When your P2P has concluded, consider these four steps to ensure future fundraising reaches your publication’s goals and objectives.  

• Fundraising Success: Share photos, quotes, and/or video highlights via social media, website and email to help supporters relive the experience and feel a sense of connection. Reinforce their impact by mentioning specific outcomes from the event: “Thanks to your participation, we raised $X to hire two new journalists.”
• Thank Fundraisers: They deserve a personal, heartfelt and genuine thank you for their efforts to create and continuously promote their campaign on your behalf. Consider a hand-written note and/or a phone call of gratitude or a gift, for where would your P2P fundraising be without them? 
• Review and Analyze Data: Learn the number of donors gained through each supporters’ network, review campaigns and communication styles to understand what resonated most with new supporters, and incorporate accordingly into future fundraising. 
• Nurture New Donors: Start building this new relationship and contact supporters via phone and/or email with a personal welcome, appreciation, and thank them for their gift. 

In conclusion, P2P fundraising is a powerful strategy that empowers your publication’s supporters, amplifies your reach, and drives sustainable growth. By tapping into the passion and networks of your community, your publication can achieve remarkable results while building lasting relationships with subscribers, donors and advocates.