Why I Believe in Peer-to-Peer Fundraising

Alexandra Cohen
Sep 28
4 min read

Many people assume that philanthropy is for “the rich” — that small gifts don’t matter, or feel embarrassing, so they don’t give at all.

I disagree.

Anyone who gives of time, effort, voice, body, or spirit can be a philanthropist. To be philanthropic is, at its core, to seek the welfare of others — to be generous, caring, and benevolent.

Growing Up With Tzedakah

I was raised with the value of tzedakah (charity). From a young age, my mom would hand me some spare change each week to drop in the “Blue Box” at Hebrew School. At the time, the impact of my contribution wasn’t visible, but the habit and the value stayed with me.

College and Beyond

In college, I began to activate these values in tangible ways.

I raised over $1,800 for a Jewish National Fund-USA Blueprint Negev campaign supporting infrastructure projects in southern Israel, which also enabled me to join a volunteer service trip.
I raised hundreds of dollars in an emergency campaign when forest fires broke out.
I got pied in the face to raise funds for my sorority’s partner, First Book, which provided children’s books to underserved schools.
I participated in a Relay for Life event, joining my peers to fight cancer.

In more recent years, I’ve continued engaging through peer-to-peer fundraisers:

I joined another Israel fundraising campaign trip.
I walked overnight with the American Foundation for Suicide Prevention.
I laced up for a Strength to Strength Bowl-a-Thon.
And this month, I’m partnering with my neighborhood synagogue to raise funds for educational programming and a renovation of our social hall.

I’ve also supported friends and family members in their own campaigns — from yogurt-shop fundraisers for cancer to marathons for heart disease research — and each time I’ve learned that peer-to-peer fundraising isn’t just about money. It’s about connection, values, and showing up.

Why People Give

Philanthropy advisors often highlight a wide range of motivators: faith, altruism, legacy, access to community, remembering family history, social norms, or even guilt. Most of us give from a mix of these impulses.

For me, participating in “dollar thermometer” campaigns comes down to three things:

They’re fun. There’s energy in friendly competition, shared goals, and cheering each other on.
I want to support loved ones. When someone I care about is passionate about a cause, I want to show up for them.
Small + meaningful = impact. I may not transform a system on my own, but setting a modest goal and engaging my network makes a tangible difference.

Why Organizations Use Peer-to-Peer

For nonprofits, peer-to-peer fundraising has distinct value:

Entry point for engagement. It allows people to contribute in meaningful ways without requiring a major gift.
Expanding the donor base. Each fundraiser introduces the organization to new networks.
Identifying future donors. These campaigns can surface people who are eager and able to engage more deeply.
Urgency and visibility. Timed, short-term campaigns create momentum and awareness.
Ambassadors in action. Your most committed supporters lead the way, carrying your mission into their own circles.

It’s less about professional fundraisers making pitches and more about amplifying passion through personal connection.

The State of Peer-to-Peer Fundraising

Peer-to-peer fundraising is on the rise:

The top 30 U.S. peer-to-peer programs raised $1.14 billion in 2024, a 3% year-over-year increase (NonProfitPro).
However, the average raised per participant dropped from $308 in 2023 to $244 in 2024 (Raisely). This suggests that while more people are participating, organizations need to better support their fundraisers to hit higher goals.
Activation rates remain strong (around 76%), meaning that with the right tools and encouragement, most people will step up.

Best Practices and Trends for 2025

If you or your organization are exploring peer-to-peer fundraising, here are key insights:

Equip your fundraisers. Provide templates, sample copy, storytelling prompts, and check-ins. Campaigns with strong support consistently outperform those without (Raisely).
Center community. 2025 is a year where belonging and relational touchpoints matter as much as dollars. Donors want to feel seen and connected (Funraise).
Go mobile-first. Donation forms must be mobile-responsive and frictionless, with recurring gift prompts and seamless social sharing (Business Initiative).
Leverage recurring giving. Monthly giving now accounts for nearly one-third of digital nonprofit revenue. Peer-to-peer campaigns can be on-ramps to sustaining support (Business Initiative).
Use values-based framing. Campaigns framed around loyalty, fairness, or shared community often see stronger engagement (ArXiv study).
Protect against fraud. As online fundraising grows, so do scams. Use verified platforms and communicate safe practices to your fundraisers (ArXiv study).

Final Thought

Whether it’s dropping coins in a Blue Box, walking all night for suicide prevention, bowling to support victims of terror, or inviting friends to help renovate a synagogue social hall — peer-to-peer fundraising reminds us that generosity is communal.

When we give, no matter the size, we’re part of something larger. And that, in itself, is transformative.