For a while, peer-to-peer fundraising was the golden child of the nonprofit world. Everyone and their grandma was creating Facebook fundraisers. People were running marathons, growing questionable facial hair, or even dumping frigid water over their heads—all for causes they cared about. It was a glorious time. Then things got quieter. Algorithms shifted. Engagement dropped. Social feeds got crowded. And a lot of nonprofits have been asking, “Is peer-to-peer fundraising dead?”
Spoiler: it’s not. It’s just growing up.
I say that as someone who built an entire movement on peer-to-peer fundraising. I created Dressember, a style challenge turned global nonprofit that has raised over $25 million to fight human trafficking. The idea was simple: wear a dress or tie every day in December and invite your community to give. Thousands joined, and it spread like wildfire. Not because I had an ad budget, but because people love to rally around their friends’ stories.
That’s the heart of peer-to-peer, and it’s still beating strong.
What’s Changed
In the Facebook glory days, your fundraiser post could reach half your contact list. Now, you are lucky if it reaches your mom. Attention spans are shorter. Trust in online fundraising is lower. Competition for attention is brutal. And social media’s pay-to-play model means you have to work harder to get visibility.
But none of that means the model is broken. It just means you have to be more intentional and a little more human.
And the data is clear: peer-to-peer fundraising is far from over. Around 10 percent of U.S. and Canadian donors still participate in peer-to-peer efforts for nonprofits (Double the Donation*). The top 30 peer-to-peer programs in the U.S. raised $1.14 billion in 2023, engaging 2.5 million people and seeing a 3.5 percent increase from the year before (Hilborn Charity eNews, NonProfit PRO**). Even though participation hasn’t fully returned to pre-pandemic highs, the trend is moving in the right direction.
Globally, the momentum is even clearer. The peer-to-peer fundraising market was valued at $97.4 million in 2023 and is projected to reach over $310 million by 2033, growing at about 12 percent each year (Spherical Insights).
In other words, peer-to-peer isn’t dying. It’s maturing.
What’s Still True
People still give because someone they know asked them to. That will never change.
You can throw data, videos, and campaigns at people all day long, but nothing converts like a personal invitation from someone they trust. When a friend says, “This cause matters to me,” it’s powerful. It creates social proof that no ad spend can buy.
The New Era of Peer-to-Peer
Peer-to-peer today looks less like a sea of birthday fundraisers and more like intentional, community-driven storytelling.
Think:
- Ambassador programs that equip donors or alumni to fundraise on your behalf
- Micro-campaigns around awareness days, holidays, or personal milestones
- Collaborations with influencers or brand partners who host giving challenges
- Hybrid experiences that blend digital storytelling with in-person gatherings
It is no longer about asking supporters to become fundraisers overnight. It is about empowering them to become storytellers who connect their real lives to your mission in authentic ways.
How to Make It Work
If you are waiting for supporters to “just start their own fundraiser,” that ship has sailed. The organizations seeing success today are curating the experience rather than leaving it to chance.
Try this:
- Make it easy. Give supporters plug-and-play toolkits with graphics, posts, talking points, and links.
- Make it specific. People give to tangible impact, not vague hope. “Fifty dollars provides a night of safety” beats “Support our mission.”
- Make it relational. Encourage fundraisers to share why they care, not just what they are funding.
- Make it personal. Thank them like you mean it. Celebrate their impact publicly. Stay in touch long after the campaign ends.
The Bottom Line
Peer-to-peer fundraising is not dead. It has simply evolved into something more meaningful and community-driven.
When you prioritize storytelling, connection, and clear impact, peer-to-peer becomes more than a campaign. It becomes a catalyst for long-term engagement.
So no, it is not time to move on from peer-to-peer. It is time to reimagine it. The tools may have changed, but the human desire to rally around our friends, share what matters, and be part of something bigger is timeless.
Cited Sources
*https://doublethedonation.com/nonprofit-fundraising-statistics
https://hilborn-charityenews.ca/articles/peertopeer-fundraising-strategic-powerhouse-nonprofits
