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Set Up a Peer-to-Peer Campaign

Goal: Enable supporters to fundraise on your behalf — through teams or as individual fundraisers — by configuring P2P on a campaign or fundraising event so they can create personal pages, share with their networks, and bring in gifts attributed to your affiliate.

What peer-to-peer fundraising is​

In peer-to-peer (P2P), the affiliate doesn't directly solicit donors. Supporters do. They:

  • Sign up as a participant (and optionally form or join a team)
  • Get a personal fundraising page with their photo, story, and a goal
  • Share their page on social media, email, and personal networks
  • Their friends, family, and colleagues give through the page
  • Gifts are attributed to the affiliate, with the participant credited for raising them

P2P amplifies your reach — every participant is a fundraising channel. Common formats:

  • Walk / run / ride events where participants raise money individually
  • Birthday or milestone fundraisers (someone says "donate to Habitat instead of giving me a gift")
  • Build day team fundraising
  • Campaign-tied team competitions

Where P2P attaches in Ayuna​

P2P is configured as part of a parent campaign or fundraising event. You don't create a standalone P2P record — you turn on P2P functionality for an existing campaign or event.

That means:

  • A walk/run is a fundraising event with P2P enabled
  • A birthday fundraiser is part of a "Friends and Family" campaign with P2P enabled
  • A team build day uses the volunteer event flow plus P2P on a parallel campaign

Configuring P2P​

From the campaign or event admin page, go to the P2P section and configure:

  • Enable P2P — turns on participant signup and team functionality
  • Default fundraising goal — what each new participant's page suggests as a goal (e.g., $500); they can override
  • Team support — whether participants can create or join teams
  • Branding — header image and copy for participant pages
  • Required fields — what each participant must complete before their page is live (photo, story length, etc.)

Once enabled, the public P2P pages exist at:

  • /fundraise/:entityType/:entityIdOrSlug — the campaign / event landing page for P2P
  • /fundraise/team/:teamId — a team page
  • /fundraise/:donationToken — an individual fundraiser's page

Best fit for P2P​

P2P works best when:

  • You have an event with built-in social structure (a walk, a build day with corporate teams)
  • The cause is shareable (each participant has a reason to share)
  • The fundraising window has a clear deadline (urgency drives sharing)
  • You can support participants with copy, images, and a shareable narrative

P2P struggles when:

  • The event doesn't naturally invite sharing (a quiet luncheon)
  • Participants have to do all the work alone with no template
  • The campaign is too long (energy fades)

What to provide participants​

Participants are volunteers — make their work easy:

  • A starter narrative they can edit (don't make them write from scratch)
  • Suggested social media posts, emails, and SMS messages
  • Photos they can use on their pages
  • A leaderboard so they can see how they're doing relative to peers
  • Recognition — top fundraisers should feel seen

Year-over-year P2P planning​

P2P repeats annually for many affiliates. Build a playbook:

  • Last year's top fundraisers — recruit them first
  • Last year's average per participant — set the goal accordingly
  • Last year's revenue per email of outreach — informs how broadly to recruit
  • Last year's mid-campaign peak — when to send the strongest push email