The ABCs of Peer-to-Peer Fundraising and its Impact for Cancer Research

Whether you want to honor a loved one or show your gratitude for a researcher whose work changed the course of your own cancer journey, peer-to-peer fundraising is one of the most accessible ways to make an impact on the oncology landscape. Here are some tips and ideas for making your fundraiser a big success with a big impact.

Maybe you’ve dumped a bucket of ice-cold water over your head to support ALS. Maybe you’ve raced for a cure for breast cancer. Or maybe you’ve used your birthday (and your favorite social media platform) to motivate your friends and family to support a cause you care about. Whatever the cause, this do-it-yourself fundraising approach is called peer-to-peer fundraising (or P2P fundraising), and it’s one of the most effective, engaging ways you can raise funds and awareness for issues you care about—including cancer research.

"Part of what makes P2P fundraising so powerful and effective is the opportunity it offers for people to use their own stories and experiences in a way that they know will resonate with others who care about them and, by extension, the cause they want to support," explained Adrien Dickerson, chief operating officer and vice president at Conquer Cancer, the ASCO Foundation. "These individuals have access to and influence on networks—sometimes without even realizing it—that include loved ones who may not have heard of Conquer Cancer, for instance, but who care deeply for someone affected by our work. They might not be able to find a cure or provide medical care themselves, but they can absolutely support the people who do have that ability."

Conquer every cancer, for every patient, everywhere. Create your own peer-to-peer fundraising campaign today.

But First: What is Peer-To-Peer Fundraising, and How Can You Use It to Make a Difference for Patients with Cancer?

Peer-to-peer fundraising allows anyone, anywhere, to raise funds for anything that matters to them, whether it’s a nonprofit they believe in, the hospital that treated them, or a loved one in need. How? By reaching out to their own networks of friends, family, and loved ones to support a cause through giving.

While these kinds of DIY fundraisers have been around for decades, the rise of social media and online crowdfunding have made it more popular and accessible than ever. Here’s how peer-to-peer fundraising works:

Start by choosing a cause, a recipient, and a format

If you’ve decided you want to make a difference through peer-to-peer fundraising, chances are you already know the cause you want to support. But to make a genuine impact—and to help your donors do the same—it's important to choose your cause and recipient carefully.

People who want to fund groundbreaking cancer research, for example, should make sure to do some research themselves. One place to start is by checking out the organization’s Charity Navigator rating. It’s also worth taking some time to check out news stories, historical information, and social media posts about the organization you’re considering. For your fundraiser to succeed, it’s critical to make sure your supporters can feel safe and good about their gift and the impact it will have.

Knowing what kind of fundraiser you want is also key. Some people might opt for an endurance race, solicit donations in lieu of birthday gifts, or organize another type of event. Others might choose to make email and social media the linchpins of their campaigns. Whatever you decide to do, make sure it’s something that’s important to you, something you understand, and something you know will resonate with your potential donor audience.

Next, create your peer-to-peer fundraising page

A compelling, easy-to-use, attractive online fundraising page is one of your best tools for peer-to-peer fundraising. It can also be the difference between a successful P2P campaign and one that falls flat. From social media to crowdfunding platforms, there are countless options to choose from when building your page. Many nonprofits even offer their own personal fundraising platforms, allowing you to leverage their branding and credibility to help your campaign achieve maximum impact.

Above all, make your page personal and compelling. If you can, incorporate photos and personal stories, particularly those that highlight the importance of the nonprofit you’re supporting. Take time to explain why this cause matters to you, and don’t hesitate to share any personal stories you’re comfortable discussing, if you think they might speak to the heart of your audience.

Speaking of goals, don’t forget to set one

The best way of measuring peer-to-peer fundraising success is to set a goal. But how do you know what your goal should be? That can be tricky and depends on a lot of factors, including (but not limited to)

How much time you can dedicate to fundraising
The size of your network
Your online and communication skills
What you hope to accomplish

Establishing clear and realistic goals is important, especially for first-time fundraisers. After all, succeeding at something makes it more likely that you’ll stick with it—and perhaps even do it again. But, if you’re not afraid to put in the legwork, time, and effort, don’t be afraid to aim high. And remember: Whether you’re aiming for $100 or $100,000, every gift in any amount makes a meaningful impact for people with cancer everywhere.

Finally: Work Your Network with Messaging that Hits Home

Cancer affects everyone, everywhere, in some way. After all, one out of five people experience at least one cancer diagnosis in their lifetime. That means it’s highly that someone you know is either navigating cancer at this moment or is worrying about a loved one who is.

While asking people for donations can be intimidating, it helps to remember the bigger purpose at hand. You aren’t asking them to fund your next Caribbean vacation. You’re asking them to support research that might one day save their life or a loved one’s. By sharing your peer-to-peer fundraising campaign with them, you’re giving them an opportunity to make an impact in a way that’s both meaningful and personal.

Want to see what a great peer-to-peer fundraising example? Get to know Kenedi—and find out what it means to be "Chicken Strong."

What Do Successful Peer-To-Peer Fundraising Campaigns Have in Common?

While the internet has made fundraising easier across the board, successful DIY fundraisers don’t just happen overnight. Behind these campaigns is often a thoughtful and detailed peer-to-peer fundraising strategy. As a result, many of the most successful campaigns have a few important things in common.

They Include Clear, Compelling Storytelling

For some people, this can be one of the hardest parts of peer-to-peer fundraising. A person’s experience with cancer can be incredibly emotional and personal. Laying it out there for all the world to see can feel intimidating. But try to remember: Your story is powerful. Sharing it can be a way to give meaning and purpose to an otherwise traumatic, difficult experience.

If you’re raising funds for a specific nonprofit, take the time to explain the connection between its mission and your personal story. For example, if you want to raise money for Conquer Cancer, talk about the important role research played in your cancer journey. Doing so adds a personal touch that creates a deeper connection between the cause and your audience.

They Meet Their Supporters Where They Are

Engaging supporters in peer-to-peer fundraising is pivotal. Years ago, it was also one of the most time-consuming parts of the process, with fundraisers relying on things like phone calls, door-knocking, and even good old-fashioned letter-writing. But today’s fundraisers have access to massive networks of potential donors, thanks to social media, email, and other online platforms and tools.

As you’re building your campaign, consider which social networks your supporters are most likely to use, if any. Make sure to incorporate email into your efforts. And consider telling your story and providing updates in a wide range of formats, from video to photos to blogs and social media posts.

They Educate Their Audience About the Cause and Why it Matters

You wouldn’t ask someone to spend money on a book they can’t understand or a concert they couldn’t attend. The same logic applies to peer-to-peer fundraising: If you want someone to support your cause, you need to explain to them what it is, why it matters, and the impact their gift can have.

If your goal is to raise money to conquer cancer, make sure your followers know the state of research funding today—and what it means for them and the people they love. By blending measurable facts with meaningful stories and messaging, you can motivate them to make an impact on every cancer, for every patient, everywhere.

The ABCs of Peer-to-Peer Fundraising and its Impact for Cancer Research | Conquer Cancer, the ASCO Foundation