What’s the best social media platform for my peer-to-peer fundraising campaign?

Choosing the best social media platform for your peer-to-peer fundraising campaign starts with understanding your audience and the type of content you plan to share. Here’s a quick rundown: Facebook : Perfect for building a sense of community and connecting with a broad range of supporters. Instagram : A go-to for visual storytelling, especially if you're aiming to engage younger donors. YouTube : The ideal platform for sharing powerful, story-driven videos. TikTok : Great for creating viral content and reaching younger audiences with short, engaging clips. X (formerly Twitter) : Best for advocacy efforts and sharing quick, real-time updates. The key is to focus on where your audience spends their time and tailor your content to match the strengths of each platform. That way, you can maximize your campaign’s reach and impact.

Peer-to-Peer Fundraising: Social Media Best Practices

Explore best practices for peer-to-peer fundraising on social media, from platform selection to engaging content strategies.

helpyousponsor

10 Oct 2025 — 19 min read

Social media has transformed how nonprofits fundraise, making it easier to engage supporters and expand their reach. Peer-to-peer fundraising empowers your audience to champion your cause by creating personal campaigns and sharing them within their networks. This strategy thrives on trust and emotional connections, making it a powerful way to grow donations and build a community around your mission.

Key Takeaways:

What It Is: Supporters raise funds by sharing your cause with their personal networks.
Why It Works: People are more likely to donate when asked by someone they know.
Why Social Media: Platforms like Facebook, Instagram, and TikTok allow for easy sharing, storytelling, and real-time updates.
Benefits for Nonprofits: Cost-effective, reaches new donors, encourages engagement, and builds stronger community ties.
Choosing Platforms: Match your audience and goals to the right platform (e.g., TikTok for younger audiences, LinkedIn for professionals).
Content That Works: Focus on videos, photos, and personal stories to inspire donations.
Measuring Success: Track metrics like engagement, conversion rates, and average donation sizes to refine your strategy.

Want your campaign to succeed? Start with a clear story, provide resources for fundraisers, and keep participants motivated with updates and recognition. Social media is a tool that, when used effectively, can amplify your cause and create lasting impact.

Now that we've touched on social media's role in peer-to-peer fundraising, let's dive into how to choose the best platforms for your campaign. Each social media platform offers unique features, audiences, and tools that can either elevate or hinder your fundraising efforts.

The key is to match your campaign's goals with the platforms your audience already uses. For instance, if you're running a youth-focused environmental initiative, TikTok might be your go-to. On the other hand, a scholarship fund aimed at professionals may find a better fit on LinkedIn.

Platform Features and Strengths

Facebook is a powerhouse for nonprofit fundraising. Its Facebook Fundraisers tool allows users to create dedicated fundraising pages, complete with donation buttons and progress trackers. These fundraisers are easy to share, helping your campaign reach broader networks. Plus, Facebook processes donations without charging nonprofits any fees.

The Facebook Live feature is perfect for real-time storytelling, updates, or events, making it ideal for campaigns targeting professionals or parents who value authenticity and connection.

Instagram shines when it comes to visual storytelling. If your nonprofit has compelling photos or videos, this platform is a natural fit. Features like Instagram Stories and donation stickers make it quick and easy for followers to contribute without leaving the app. The 24-hour lifespan of Stories adds a sense of urgency, encouraging immediate action.

For campaigns aiming to go viral, Instagram Reels can be a game-changer. By tapping into trending hashtags or audio, your message can gain significant traction.

TikTok is the go-to platform for campaigns targeting Gen Z and younger millennials. Its algorithm can amplify engaging content to millions in no time. Tools like duet and stitch allow users to collaborate and build on each other's videos, creating a ripple effect of engagement.

However, TikTok requires a creative approach. Successful campaigns often use trending challenges, sounds, or memes to make their message shareable and compelling in short-form video content.

YouTube is unmatched for long-form storytelling. It’s an excellent platform for sharing in-depth videos about your cause, personal stories, or detailed breakdowns of how donations will be used. Features like Super Chat and Super Thanks enable viewers to donate during live streams or on regular videos.

With its broad user base spanning all age groups, YouTube is particularly effective for educational content. Plus, its strong search engine optimization capabilities mean your videos can continue attracting new supporters over time.

LinkedIn takes a different approach by focusing on professional networks. It's an excellent platform for corporate giving campaigns, scholarship funds, and causes tied to professional development. LinkedIn users tend to have higher incomes, which can translate to larger donations.

Content on LinkedIn should be more formal and business-oriented. Use LinkedIn articles for detailed storytelling and leverage the platform’s networking features to reach colleagues and industry contacts who may not be accessible on other platforms.

Matching Platforms to Campaign Goals

The success of your campaign often hinges on choosing platforms that align with specific goals and audience behaviors. Here’s how different platforms can work for various campaign types:

Birthday fundraisers thrive on Facebook, thanks to its built-in birthday notifications and the platform’s established culture of birthday giving. Facebook even encourages users to create fundraisers for their special day, making it easy for friends to contribute.
Challenge-based campaigns find a natural home on TikTok and Instagram. These platforms excel at user-generated content and viral challenges. Think of the Ice Bucket Challenge - a simple idea that spread like wildfire through visual platforms, with participants tagging friends to keep the momentum going.
Corporate and professional giving campaigns perform best on LinkedIn. The platform’s professional environment is ideal for leveraging workplace giving programs and business networks.
Event-based fundraising can work across multiple platforms, but each one serves a different purpose. Facebook's event tools are great for organizing and promoting, Instagram Stories shine for real-time updates, and YouTube is perfect for sharing longer content like speeches or gala highlights.
Emergency response fundraising and youth-focused campaigns benefit from Facebook’s established donation tools and broad reach for urgent appeals. Meanwhile, TikTok and Instagram are better suited for younger audiences who respond to authentic, peer-driven content.

The most effective peer-to-peer campaigns often take a multi-platform approach, tailoring their core message to fit each platform’s strengths. For example, you might use Instagram for eye-catching visuals, Facebook for easy sharing and donations, TikTok for viral challenges, and LinkedIn for corporate outreach. Adapting your strategy for each platform not only broadens your reach but also deepens your connection with different audience segments. Once you've selected the right platforms, it's time to focus on crafting campaigns that truly resonate and drive results.

Building and Organizing Effective Campaigns

Creating campaigns that inspire action and expand your reach takes careful planning. Peer-to-peer fundraising campaigns don’t succeed by chance - they’re built on thoughtful strategies, clear messaging, and a solid support system for your fundraisers. Use your chosen platforms to design campaigns that resonate with your audience and empower your supporters to take action.

On average, well-planned campaigns generate $1,220 per participant.

Designing Campaigns That Connect

Every great campaign begins with a story that captures attention and sparks emotion. Craft a concise narrative with clear goals and milestones to keep supporters engaged. Adding interactive elements, setting deadlines, and celebrating achievements along the way can make your campaign more dynamic. Visuals, such as branded graphics and infographics, not only make your campaign more shareable but also help convey your message quickly and effectively.

Providing Resources for Fundraisers

Once your narrative is in place, make sure your fundraisers have the tools they need to succeed. Equip them with a comprehensive toolkit to simplify the process of sharing your mission. Include email and social media templates with professional images, as well as authentic content like event photos and videos.

For those who prefer traditional outreach, provide fundraising letter templates and phone call scripts. Consider creating a password-protected resource page on your website where participants can easily access campaign packets, one-page summaries, brand guidelines, key statistics, and shareable links. Hosting virtual training sessions before your campaign launch can also be a game-changer. Use these sessions to explain goals, timelines, and how to navigate your peer-to-peer platform, ensuring every participant feels confident and ready.

Keeping Participants Engaged

Launching your campaign is just the start - keeping participants motivated is what drives long-term success. Gamification elements, like fundraising thermometers, leaderboards, and badges for hitting milestones, can tap into supporters' competitive spirits and keep them engaged. Regular updates, whether daily or weekly, can highlight progress and celebrate individual and collective achievements.

Make sure to publicly recognize milestones (with permission). For example, when a supporter hits their goal, share their success through email, social media, or a short video message. Similarly, celebrate big campaign benchmarks to keep the energy high.

Using platform-specific features can also enhance engagement. Stay connected with your fundraisers through regular check-ins to provide personalized support and address any challenges they may face. Offering fresh content, such as updated impact stories or behind-the-scenes glimpses, gives participants new material to share with their networks.

At its core, peer-to-peer fundraising is about relationships. By equipping your supporters with the right tools, training, and encouragement, you empower them to authentically connect with their communities and drive meaningful change for your organization.

Creating Shareable Content for Maximum Reach

To maximize the impact of your campaign, focus on crafting content that people want to share. The posts your fundraisers share play a huge role in whether their networks engage or scroll past. Shareable content strikes a balance between emotional resonance and visual appeal, inspiring action and encouraging donations.

Content that tells a story tends to perform far better than generic posts. Supporters respond more to material that feels genuine and personal, rather than corporate or overly polished. The key is to create something that people share because it moves them - not out of a sense of obligation.

Content Formats That Work Best

Video content is a standout performer in peer-to-peer fundraising. Short videos, ideally 30 to 90 seconds long, work best on most platforms. They’re long enough to tell a compelling story but short enough to hold attention. Highlight real people impacted by your cause - show their faces and let them speak in their own words. Behind-the-scenes clips of your organization’s work can also resonate, offering a transparent view of how contributions make a difference.

Keep it simple. Smartphone videos often feel more relatable than polished productions. Focus on good lighting and clear audio, as these matter more than high-end equipment. Add captions since many users watch videos with the sound off, especially on mobile devices.

Photo content works well when it captures authentic emotion. Before-and-after images can create a powerful narrative of your impact. Group shots from events or volunteer activities also help supporters feel connected to a larger community. Always secure proper permissions before sharing photos, especially those involving children.

Written content should prioritize storytelling over statistics. Share updates about beneficiaries or volunteers. Posts that begin with lines like “Meet John, who...” or “Thanks to your help last week...” tend to engage more effectively than broad, impersonal appeals.

User-generated content often outshines organization-created material. Encourage your fundraisers to share their personal reasons for supporting your cause, photos from their events, or stories about why your mission matters to them. This type of content feels more trustworthy to their networks and often leads to higher engagement.

Once you’ve created compelling visuals and stories, use hashtags and trends to expand your reach.

Using Hashtags and Trends

Branded hashtags are a great way to unify your campaign across platforms. Choose a short, memorable hashtag unique to your organization, and test it to ensure it’s not already in use. Encourage all fundraisers to use this hashtag consistently - it makes tracking engagement and finding user-generated content much easier.

You can also create secondary hashtags for specific aspects of your campaign, such as events or milestones. For example, if your main hashtag is #RunForCleanWater, you might use #RunForCleanWaterLA for location-specific content or #RunForCleanWaterGoal for milestone achievements.

Platform-specific hashtags require different strategies. On Instagram, you can use up to 30 hashtags per post, but sticking to 20-25 relevant ones often works best. Combine popular hashtags with niche ones to balance visibility and targeted engagement. On Twitter, limit yourself to 1-3 focused hashtags, while LinkedIn performs best with 3-5 industry-related tags.

Trending topics can amplify your campaign when used thoughtfully. Look for trending hashtags or current events that align naturally with your mission. Seasonal trends, awareness months, or widely recognized moments often provide excellent opportunities to join larger conversations. Just be careful to avoid forced or inauthentic connections.

Tools like hashtag analytics can help you identify which tags are gaining traction and which ones are losing momentum.

Once your content is optimized for sharing, the next step is to plan a schedule that keeps your campaign visible and engaging.

Planning a Content Calendar

A well-structured content calendar ensures your campaign stays active without overwhelming your audience. Schedule posts around key milestones, events, and deadlines. Ramp up activity during campaign launches and final pushes, while maintaining steady engagement in between.

Variety is key to keeping your audience interested. Alternate between content types - share impact stories on Mondays, highlight volunteers on Wednesdays, and post updates on Fridays. This rotation keeps your message fresh and gives supporters something to look forward to.

Timing matters, and it varies by platform. Facebook posts tend to perform best between 1:00 PM and 3:00 PM on weekdays. On Instagram, early mornings (6:00 AM to 9:00 AM) and evenings (7:00 PM to 9:00 PM) see higher engagement. LinkedIn content works best during standard business hours, particularly Tuesday through Thursday.

Seasonal factors should also influence your schedule. Consider how holidays, summer breaks, or back-to-school periods affect your audience’s online behavior and willingness to donate. Plan major pushes during times when people are most active and financially able to contribute.

Batching content can help maintain consistency, even during busy times. Dedicate specific days to creating multiple pieces of content, then schedule them throughout your campaign. This method ensures steady posting and keeps your messaging consistent.

Leave room for flexibility. Real-time opportunities - like breaking news related to your cause or spontaneous updates - can add authenticity and keep your campaign dynamic. Balancing planned content with timely responses is often the secret to a successful campaign.

Measuring Campaign Success and Improving Performance

Once your content calendar is up and running, the next step is to evaluate your campaign's performance. By analyzing data, you can identify what’s working, what’s not, and how to fine-tune your efforts to maximize donations. While nonprofits often feel overwhelmed by data, focusing on a few key metrics can provide a clear snapshot of your campaign’s effectiveness and potential.

Key Metrics to Track

Engagement Rate:
This metric measures how well your content connects with your audience by tracking likes, comments, shares, and clicks. Compare your engagement levels to industry benchmarks to assess how effectively your posts are capturing attention.
Donation Conversion Rate:
This rate shows how many social media interactions lead to donations. To calculate, divide the number of donations by the total clicks from your social posts. It’s a great way to measure the impact of your calls-to-action.
Average Gift Size:
Knowing the average donation amount helps you understand your supporters' giving habits. Analyzing this across platforms and content types can guide you in crafting messages that encourage higher contributions.
Fundraiser Participation Rate:
This metric reflects how many registered fundraisers are actively sharing and engaging with your campaign. It can highlight how well you’re supporting and motivating your volunteers.
Reach and Impressions:
While reach tracks the number of unique users who see your content, impressions count all views, including repeated ones. These figures help you gauge your campaign's visibility and how effectively your message is spreading.
Cost per Dollar Raised:
This metric evaluates your campaign’s efficiency by comparing total expenses - like staff time, content creation, and paid ads - with the funds raised. It’s a simple way to measure your return on investment.

To spot trends without drowning in data, track these metrics weekly during campaigns and monthly during quieter periods.

Using Analytics Tools

Each platform offers built-in analytics to help you understand your audience and content performance. For example:

Facebook Insights: Provides data on peak activity times, top-performing posts, and audience demographics.
Instagram Insights: Tracks story engagement, profile visits, and other interactions.
LinkedIn Analytics: Highlights professional engagement trends.

These tools give you nearly real-time feedback to refine your approach.

For a broader view, Google Analytics connects your social media efforts to website performance. By using UTM parameters on your links, you can track which platforms and posts drive the most traffic. You can also set up custom goals to measure actions like donations, volunteer sign-ups, or newsletter subscriptions. The "Social" section in Google Analytics offers deeper insights into how visitors from different platforms behave on your site.

If you’re juggling multiple platforms, third-party tools can simplify things by consolidating all your data into one dashboard. Features like automated reporting, team collaboration, and advanced segmentation make these tools especially useful. Many nonprofits find that free versions meet their needs, with the option to upgrade if necessary.

Finally, donation platform analytics tie everything together by showing how your social media efforts translate into financial results. Reports on donation sources, timing, and donor behavior can reveal which strategies are paying off. Automating these reports weekly during campaigns and monthly during off-peak times ensures you stay informed without extra hassle.

Improving Future Campaigns

By studying your campaign’s performance, you can uncover what resonates most with your audience. Look at your top-performing posts and note the elements that made them successful - this insight will be invaluable for planning future content.

Timing can also make a big difference. Reviewing when your audience is most active might reveal that tweaking your posting schedule improves engagement. Test different times for similar content to find the sweet spot for your audience.

Segmenting your audience lets you deliver tailored messages that align with their interests. For example, some donors might appreciate detailed impact reports, while others respond better to personal stories or volunteer highlights. Use demographic and engagement data to craft content that speaks directly to these groups.

A/B testing is another powerful tool. By experimenting with different headlines, images, call-to-action phrases, or posting times, you can identify what works best. Test one variable at a time to build a reliable strategy.

Lastly, don’t underestimate the value of direct feedback. Surveys can provide insights that data alone can’t. Ask your fundraisers about their experience, the resources they used, and what could be improved. Reviewing this feedback shortly after a campaign - and periodically afterward - helps you capture both immediate and long-term trends, ensuring your future efforts are even more effective.

Legal and Ethical Requirements

Peer-to-peer fundraising on social media demands careful attention to legal and ethical standards. Nonprofits must not only follow relevant laws but also work to maintain trust with donors, fundraisers, and the communities they serve. While crafting successful campaigns is essential, ensuring compliance with these standards solidifies credibility and long-term effectiveness. Below are key legal protocols and ethical practices to guide nonprofits in their social media fundraising efforts.

Privacy and Data Protection

Handling donor and fundraiser data responsibly is non-negotiable. Nonprofits must adhere to privacy laws like the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR), even if they are based in the U.S.

Under the CCPA, organizations collecting data from California residents must provide clear, accessible privacy notices. These notices should outline what personal data is collected, how it will be used, and who it may be shared with. Donors also have rights under this law, such as requesting access to their data, asking for its deletion, and opting out of data sharing. Keep in mind that sharing information with third-party platforms, even for operational purposes, might qualify as a "sale" under CCPA definitions.

When collecting personal information, ensure fundraisers obtain explicit consent in plain language. Avoid burying terms in fine print or using unclear agreements.

Each social media platform has its own data handling policies. For example, Facebook and Instagram might provide aggregated demographic insights about campaign supporters. However, nonprofits are responsible for ensuring these data practices comply with applicable laws. Regularly review platform terms, as they can change frequently.

To safeguard data, nonprofits should:

Use encrypted storage systems.
Limit access to sensitive information.
Conduct routine security audits.
Ensure any cloud service providers meet industry standards and offer clear data processing agreements.

Using Sponsored Children's Stories and Images Responsibly

Organizations that sponsor children face unique ethical considerations when sharing their stories and images. While showcasing the impact of donations can inspire others, it's critical to prioritize the privacy, dignity, and safety of the children involved.

Always obtain informed consent from parents and, when appropriate, from the children themselves. Use age-appropriate language to explain how their stories and images will be used, and consider the long-term implications of sharing this content online.

Avoid portraying children in a way that emphasizes helplessness. Instead, highlight their strengths by showing them engaged in activities like learning, playing, or pursuing hobbies. This approach preserves their dignity while still conveying the impact of your work.

Collaborate with community leaders to ensure content aligns with local customs and traditions. Some communities may have rules or sensitivities about how children are depicted or whether their images can be shared at all.

To protect children’s safety, avoid sharing identifying details such as addresses, school names, or specific family information.

Transparency and Accountability

Being transparent about how donations are used builds trust and encourages continued support. Clearly explain how funds are allocated between programs and operational costs.

When donations are tax-deductible, provide proper acknowledgment by subtracting the fair market value of any goods or services received in exchange. For instance, if a fundraiser offers a gift to donors, the value of that gift must be deducted from the tax-deductible amount.

Financial reporting requirements vary by state, but nonprofits are generally expected to file annual reports detailing revenue, expenses, and program activities. Social media campaigns should be included in these reports, with clear documentation of the funds raised and their allocation.

Set clear guidelines for fundraisers and provide specific examples of donation impacts. Instead of making vague statements like "your donation changes lives", detail exactly how the funds are used. For instance, if a campaign raises $10,000 for clean water projects, explain how many people will gain access to clean water and for how long.

Make sure complaint procedures are easy to find on your website and social media profiles. Donors should know how to contact your organization with questions or concerns about fund usage. Respond promptly and professionally to all inquiries, including critical feedback.

Record keeping is another essential practice. Maintain detailed documentation of all fundraising activities, donor communications, and fund disbursements. These records are crucial for tax filings, grant applications, and regulatory checks. Most states require nonprofits to keep these records for at least three to seven years.

Social media peer-to-peer fundraising is a powerful way for nonprofits to extend their reach and amplify their impact through the networks of their supporters. Success hinges on careful planning, ideally starting months ahead, with well-defined goals for revenue, donor acquisition, social shares, and website traffic.

Choosing the right platforms is critical. Look for ones that include features like social sharing tools, customizable pages, gamification options, and seamless integration with your donor management systems. These tools not only empower your fundraisers but also help keep administrative workloads manageable.

The heart of any successful campaign lies in recruiting and supporting fundraisers. Focus on engaging individuals who are passionate about your mission and active on social media. Once they’re on board, provide them with ready-to-use templates, eye-catching visuals, and straightforward training to set them up for success.

Your story is the glue that brings everything together. Create emotionally compelling narratives with consistent branding, and allow fundraisers to add their personal touch to their pages. This personalization fosters genuine connections that inspire donations.

Effective social media engagement requires a multi-channel strategy. Tailor your efforts to the platforms your audience uses most. For instance, video content thrives on Instagram Reels, TikTok, and YouTube, while live streams offer real-time interactions that highlight your organization’s impact.

Once your strategy and content are fine-tuned, a strong management platform can help you stay organized. Tools like HelpYouSponsor provide nonprofits with features specifically designed for peer-to-peer fundraising, including sponsorship management, targeted fundraising options, and all-in-one donor management. These platforms enable organizations to focus on their mission while simplifying campaign management.

FAQs

Choosing the best social media platform for your peer-to-peer fundraising campaign starts with understanding your audience and the type of content you plan to share. Here’s a quick rundown:

Facebook: Perfect for building a sense of community and connecting with a broad range of supporters.
Instagram: A go-to for visual storytelling, especially if you're aiming to engage younger donors.
YouTube: The ideal platform for sharing powerful, story-driven videos.
TikTok: Great for creating viral content and reaching younger audiences with short, engaging clips.
X (formerly Twitter): Best for advocacy efforts and sharing quick, real-time updates.

The key is to focus on where your audience spends their time and tailor your content to match the strengths of each platform. That way, you can maximize your campaign’s reach and impact.

To captivate your audience and encourage donations on social media, focus on storytelling that showcases the real-world impact of your mission. Share heartfelt personal stories, testimonials, or progress updates that create an emotional connection with your followers.

Engagement can also skyrocket with interactive content like live Q&A sessions, virtual fundraising events, or fun challenges. These not only foster a sense of community but also create a shared sense of urgency. Another powerful strategy is to invite supporters to contribute user-generated content - ask them to share their own experiences or participate in your campaigns. This approach amplifies your reach while strengthening their bond with your cause.

Don’t forget to keep your audience in the loop by posting regular updates, celebrating milestones, and expressing gratitude for their support. Being open and genuine builds trust and inspires people to take action.

What are the most important metrics to track for a successful peer-to-peer fundraising campaign?

To evaluate how well your peer-to-peer fundraising campaign is performing, keep an eye on key metrics such as:

Total funds raised: The total amount of money collected throughout the campaign.
Number of donors and teams: A measure of how many people and groups participated, reflecting your campaign's reach.
Average donation size: Offers a glimpse into how much each donor contributes on average.
Donor retention rate: Tracks how many donors continue to support your future campaigns.
Percentage of online gifts: Shows how effective your digital fundraising efforts are.

By regularly analyzing these metrics, you can assess your campaign's success, understand donor behavior, and pinpoint areas that need improvement. Staying on top of these numbers ensures your strategies stay effective and aligned with your goals.