“I’ll have what she’s having.” Peer-to-Peer Fundraising to Get Millennials Donating to Charity

April 28, 2022

A millennial woman manning a donation box with a heart on it.

Millennials follow their friends

To get millennials donating to charity look at the impact of their relationships. Millennials were born in the digital era. They expect to have a community at the tips of their fingers. They’re more active on social media and listen to their peers more than any other generation. They’re a social group that base most of their consumer decisions on what their peers do. In fact, 70% of them use their friends’ online posts as a reference when making a purchasing decision.

“Alpha-influencer” is a term that’s used to label millennials. This is because they’re known to mold the attitudes and decisions of each other. They trust their peers endorsing products because they see them as sincere. Millennials find the use of celebrity endorsements to be inauthentic.

When you influence a millennial you influence their entire network. It’s like a domino effect. This demographic loves to share experiences, and trusts each other to be honest. So, using peer-to-peer tactics is key to getting this generation on board with your mission.


What is peer-to-peer fundraising

Peer-to-Peer fundraising has proven to be a powerful strategy for the third sector. It’s a fundraising strategy that empowers supporters to raise money for your mission. These supporters volunteer to share campaigns with their coworkers, friends, and family. They help spread awareness and collect vital charity dollars for the organization.

Examples of peer-to-peer fundraising are ‘fun runs’ or asking for donations through crowdfunding. Holiday parties and friendly competitions like polar plunges are other examples. The key is that people find motivation to give through their social connections.

Overtime, fundraising this way yields better results than traditional campaigning. If you want to know how to get millennials to donate your best bet is peer-to-peer fundraising.


Why peer-to-peer strategy gets millennials donating to charity

We can’t overlook the power of social proof. Whether we’re aware of it or not, our peers will always influence us. As the saying goes, “we’re a product of our own environment”. Our peers can create social pressure to take part in giving.

From the #IceBucketChallenge to Facebook birthday fundraisers, peer-to-peer sharing impacts millennial giving. Most participants that participate in peer-to-peer fundraising are millennials. When they see their friends give to a cause, it influences them to get involved too.

There’s no question that millennials are hyper connected to their peers. That’s why this type of fundraising is so effective with this generation. It does a great job of reaching the millennials donating to charity. 

We should also take into account the responsibility factor. Someone who raises funds on behalf of your cause will begin to feel responsible for your success. They also will feel more connected to your mission and in turn, will develop a sense of passion to campaign for you.

Nonprofits that take advantage of peer-to-peer fundraising see many benefits.


Benefits of using peer influence

Peer-to-peer campaigning brings in more dollars and opens you up to a wider audience. It will increase your nonprofit’s exposure and create opportunities for donors to contribute. When you’re able to extend your reach, you can grow your support base and raise funds.

These types of campaigns empower individuals to find the donors that are most likely to give.They’ll want to share your fundraising goals with their social network. This will allow your nonprofit to discover new supporters who can turn into loyal donors.

To get millennials donating to your charity harness the power of peer-to-peer fundraising. It will increase funds and broaden your audience. You’ll find you have a wide net of dedicated volunteers to help your nonprofit reach its goals.

Want to learn more about how our Virtual Donation Drive tool can help your nonprofit?

We’re passionate about helping organizations strengthen their online presence so they can expand their impact, which is why we created the Virtual Donation Drive tool for nonprofits.

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Ash Webb

Marketing Assistant

Brand Development, Copywriting & Targeted Messaging

Ash is our marketing assistant from Minneapolis, Minnesota. She has always been passionate about helping others in creative ways. Ash focuses on assisting our clients with developing the voice and messaging of their brand.

Want to learn more about how our Virtual Donation Drive tool can help your nonprofit?

We’re passionate about helping great organizations strengthen their online presence so they can expand their impact. Learn more about how we can help your nonprofit succeed.

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