By Jessica Fox, writer at Eventgroove – a one-stop, integrated platform for events, fundraisers, and e-commerce driven to help its customers amplify their brand and reach their goals.

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In theory, virtual peer-to-peer fundraising is the perfect marriage of technology and connection—the technology enables reach and efficiency, while the human element instigates donations and spreads awareness.

Like so many things, being successful with online crowdfunding challenges and a-thon fundraisers takes more than simply plugging in basics and launching. Unquestionably, nonprofit platforms take the heavy lifting out of running these campaigns. However, leaning too heavily on automation erodes the authenticity that makes them so powerful. 

A goal-reaching P2P campaign depends on a personalized, connected participant experience. Here are six ways these fundraisers can fall short—and how to avoid them.

1) Boilerplate Participant Pages

Most fundraising platforms offer templated a-thon or crowdfunding participant pages. Nonprofits can customize them with their mission statement, campaign details, imagery, and a donation button, but a problem arises when participants cannot customize the pages. Without a space to tell their story once, participants must explain why they are walking/swimming/lifting/knitting every single time they share. Plus, when potential donors land on those pages, there’s nothing compelling outside of your organization’s ask.

When someone joins a cancer dog-walk-a-thon because they lost someone they love or are struggling with depression and walking a mile a day for mental health awareness, that story should be front and center on their page. 

Expecting participants to write a meaningful caption each time they share the link to their fundraising page is unrealistic. Some participants may not feel comfortable or have the time to explain why they are raising money every time they post. And even if they start strong, over the length of the challenge, repeatedly giving people a reason to donate can start to feel transactional to participants. Posting every day may slow to once a week, then peter out completely. By the end of the campaign, they may feel disappointed with the experience, and your nonprofit will lose out.

The solution: Provide participants with the ability to upload their own photos, write personal explanations for their involvement, and set individualized goals. Not all peer-to-peer and crowdfunding platforms are built for this, so double-check!

2) Missing Storytelling Support

Your fundraisers signed up for your campaign because they care, but not everyone finds it easy to write about themselves. As they set out to customize their fundraising page, being confronted with a blank space to explain the why can be daunting. After sitting there trying to work something out, they may skip personalization entirely.

The solution: Once they begin writing, most people find their voice. So, offer a sort of fundraising Mad Libs prompt in your welcome email, something like, “I’m participating in [event] because [cause] has affected my life through [specific experience]. I hope to raise [amount] to help [specific impact].”

Another way to support storytelling is to share how previous participants wrote about their journeys.

3) One-Size-Fits-All Graphics

Sending prepared social media images takes some of the onus off participants and communicates that you’re in it together. Providing generic graphics that could work for any campaign misses the mark—participants are less likely to use them, and they may even have the impression that your organization didn’t make a real effort. 

The solution: Prepare 5-7 campaign-specific graphics before launch and text or email them to challengers throughout the event. For instance, a reading challenge might feature books or quotes from well-known authors.

4) Leaving Participants Adrift

Launching a virtual P2P campaign is easy, but it’s not “set it and forget it.” If you check in only once or twice over several weeks, initial enthusiasm may fade and donations plateau.

The solution: Help your participants feel as important to your cause as they are. Line up welcome messages with action steps, acknowledge milestones, and send suggested social media posts timed throughout the event, along with final push reminders. After your campaign ends, send a thank-you note with an impact update.

5) Only Celebrating Top Performers

It is motivating to display the top fundraising participants—others will feel competitive and potentially work harder to see their own names in the top five. However, it can also make those who’ve raised significantly less feel inadequate. Of course, few nonprofits have the bandwidth to hold hundreds or thousands of participants’ hands throughout the process. However, no matter the amount someone raises, they are valuable. They’ve posted images of themselves, shared their story, and asked their network to give. And your organization is grateful.

The solution:  Plan moments where you boost not just those who’ve raised into the four digits. Congratulate people who reach their personal goal, feature participants at random on social media, and, at the conclusion of the event, thank them for their efforts. When you do send your thanks, provide an opportunity for feedback. Participants will feel their voice matters, and you’ll receive priceless information about what you’re doing right and where you could improve.

6) Generic Swag

Lots of online run-a-thons and challenges give participants custom-printed t-shirts and other branded items. It can be a nice way to say thank you, provide free advertising for your charity, and, when tailored to the event, reinforce your connection with participants.  

Let’s say you’re running a dog-walk-for-a-cure event. The social media ads feature imagery and mention a free t-shirt for participants to walk for a cure as a team. Someone unfamiliar with your organization signs up, envisioning themselves wearing their shirt as they walk their pup to support the cause. The event commences, they receive their tee…and it’s a branded t-shirt with just the org’s logo and slogan. The perfect social media share—your participant in an event-themed shirt, walking their dog for your cause—never happens. 

The solution: Give items that echo your campaign’s theme. Someone swimming indoors for autism awareness would love a hoodie that says something like “I lapped for neuro-divergent brains.” Don’t let the idea that you have to pre-buy and store all this merch in your office deter you. There are custom-printed clothing and merch purveyors that drop ship and offer low minimums. As you choose your swag, don’t limit yourself to shirts or sweatshirts! The goal is to send something participants will appreciate and use—gift dog-walk challengers a pet bandana or summer 5K runners a trucker hat. 

The Bottom Line on Personalization

“Peer-to-peer” is just another way of saying person-to-person. 

Without people getting inspired and taking action, it doesn’t get very far. So, as you plan your peer-to-peer fundraising campaigns, think about how you can create a connected experience. This isn’t just about making the most of your current participants and goals. It’s about the future, too.  

When others see compelling personal stories, eye-catching event-specific graphics, and photos of your fundraisers in cool themed swag, there’s a chance they’ll think, “I want to be part of that.” You’ll build your supporters, increase awareness, and raise money for your cause all at the same time.