{"id":22312,"date":"2022-05-27T04:00:05","date_gmt":"2022-05-27T11:00:05","guid":{"rendered":"https:\/\/pro-migration.local\/?p=22312"},"modified":"2025-06-10T11:35:33","modified_gmt":"2025-06-10T18:35:33","slug":"psychology-peer-to-peer-giving","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/","title":{"rendered":"The Psychology of Peer-to-Peer Giving"},"content":{"rendered":"<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/peer-to-peer-fundraising\/\" target=\"_blank\" rel=\"noopener\">Peer-to-peer fundraising platforms<\/a> are increasingly effective when it comes to scaling donations for nonprofits. We spoke to Otis Fulton, the vice president of psychology strategy at <\/span><a href=\"https:\/\/www.turnkeyp2p.com\/\"><span style=\"font-weight: 400;\">Turnkey<\/span><\/a><span style=\"font-weight: 400;\">, to further break down the psychology of peer-to-peer fundraising. Get our tips below to harness its power and turn your next <\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/what-is-peer-to-peer-fundraising-2\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">peer-to-peer fundraising campaign<\/span><\/a><span style=\"font-weight: 400;\"> into a success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">According to our newly released report, <\/span><a href=\"https:\/\/donationtrends.classy.org\/\"><b><i>The<\/i><\/b> <b><i>State of Modern Philanthropy 2022<\/i><\/b><\/a><span style=\"font-weight: 400;\">, time-based campaigns that include peer-to-peer <\/span><b>raise 3.8X more<\/b><span style=\"font-weight: 400;\"> on average than all other time-based campaign types.<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"c-btn-primary\" href=\"https:\/\/donationtrends.classy.org\/\" target=\"_blank\">Read the Whole Report<\/a><\/p>\n<p><span style=\"font-weight: 400;\">The efficacy of this type of fundraising boils down to the psychology underlying the peer-to-peer method. People could be inclined to give to a worthy cause, but they are often more immediately willing and likely to support their friends or family. Understanding these internal motivations can help you boost donations and grow your organization.<\/span><\/p>\n<h2>About Turnkey<\/h2>\n<p><span style=\"font-weight: 400;\">Earlier this year, Classy hosted a webinar on <\/span><a href=\"https:\/\/gofundme.to\/__proxy\/proinfo.gofundme.com\/the-psychology-of-giving-copywriting-that-compels-people-to-give.html\"><span style=\"font-weight: 400;\">The Psychology of Giving: Copywriting that Compels People to Give<\/span><\/a><span style=\"font-weight: 400;\"> with Fulton, given his expertise and work at <\/span><a href=\"https:\/\/www.turnkeyp2p.com\/\"><span style=\"font-weight: 400;\">Turnkey\u200b<\/span><\/a><span style=\"font-weight: 400;\">. Turnkey helps mission-driven organizations acquire and nurture constituent relationships that result in sustainable revenue.<\/span><\/p>\n<h2>7 Steps to Harness the Psychology of Peer-to-Peer Giving<\/h2>\n<h3>1. Focus on Identity<\/h3>\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">Identity and how people think of themselves is one of their main drivers of behavior. Most people have 6 to 10 aspects of their identity that are active at one time.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite\">Otis Fulton<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n<p><span style=\"font-weight: 400;\">In other words, your organization has 6 to 10 potential ways to trigger a meaningful connection with donors. These points of identity could be everything from their jobs, family status, locations, interests, and more.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider how you can connect the act of supporting your cause with different elements of their identity or how they view themselves, whether you\u2019re highlighting their generosity in your language or calling out their membership as a recurring donor. Then, given they will likely ask for donations from friends and connections who share similar identities, equip them with the tools to do so. <\/span><\/p>\n<h3>2. Understand Donor Motivations<\/h3>\n<p><span style=\"font-weight: 400;\">Initial donations are typically based on emotion\u2014almost like an impulse buy. However, these first emotions won\u2019t sustain long-term giving. Donors will only likely continue taking action when you connect with their individual motivations.<\/span><\/p>\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">[Sustained giving is] based on the supporter\u2019s identity and their goals. Understanding this dramatically changes how you motivate them to take action.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite\">Otis Fulton<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n<p><span style=\"font-weight: 400;\">The two most common motivations for giving are a feeling of connection to your organization and being able to see the impact of someone\u2019s donations. Make sure your messaging relays and fulfills these factors as you ask for donations and for individuals to create personal fundraising pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People who view themselves as moral are also more likely to give. Use the following words in your messaging to remind people of these positive attributes and encourage them to donate: <\/span><\/p>\n<ul>\n<li>Kind<\/li>\n<li>Caring<\/li>\n<li>Compassionate<\/li>\n<li>Helpful<\/li>\n<li>Friendly<\/li>\n<li>Fair<\/li>\n<li>Hardworking<\/li>\n<li>Generous<\/li>\n<li>Honest<\/li>\n<\/ul>\n<h3>3. Leverage You-Centric Language<\/h3>\n<p><span style=\"font-weight: 400;\">To market your peer-to-peer campaign, you need to both create your organization\u2019s appeals and equip your fundraisers to promote their own efforts. The latter requires you to empower both the fundraisers and their contacts who might give.<\/span><\/p>\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">Don\u2019t make the mistake of only talking about your nonprofit. No one enjoys having a conversation with someone who only talks about themselves, so \u201cThe word \u2018you\u2019 is the most important word in a nonprofit appeal. The most successful nonprofit campaigns focus on you the supporter, not us the organization.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite\">Otis Fulton<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n<p><span style=\"font-weight: 400;\">Shift your language to speaking about the donor. Make your supporters the heroes of the story. Remind them their support is key to the work you do.<\/span><\/p>\n<h3>4. Don\u2019t Forget to Thank and Report<\/h3>\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">Nonprofits who raise a lot of money get really good at thanking and reporting. They thank people a lot. But too many organizations neglect these two steps.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite\">Otis Fulton<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n<p><span style=\"font-weight: 400;\">Otis mentioned the reason most donors stop giving is that they were never thanked for a gift or asked to donate again.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prioritize retention and create a thorough follow-up strategy thanking supporters. In addition to thanking them, provide information on the impact of their donation and what it\u2019s helped accomplish in the field.<\/span><\/p>\n<h3>5. Pay Attention to Readability<\/h3>\n<p><span style=\"font-weight: 400;\">Your challenge as a fundraiser is connecting with a wide audience and making your appeals feel personal. Effectively navigating that tension boils down to how you position your language to connect with people. You\u2019ll want to ensure all of your appeals are easily understood by your audience to remove any potential barriers to giving.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words, pay attention to readability. One of the most common readability measures is the <\/span><a href=\"https:\/\/readable.com\/readability\/flesch-reading-ease-flesch-kincaid-grade-level\/\"><span style=\"font-weight: 400;\">Flesch Reading Ease<\/span><\/a><span style=\"font-weight: 400;\">, which is on a scale of 1 to 100. Lower Flesch Reading scores equate to easier readability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fulton recommends aiming for a Flesch score of 50 or less and maintaining a reading grade level between fifth and eighth grade. Luckily for you, measuring both scores come built into Microsoft Word or can be accessed <\/span><a href=\"https:\/\/readable.com\/\"><span style=\"font-weight: 400;\">using free online tools<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">People are busy and distracted, and they might skim quickly. Therefore, keep your writing short and simple. Use active verbs and create a sense of urgency to hold people\u2019s attention\u2014at least long enough for them to understand your message.<\/span><\/p>\n<h3>6. Invite the Audience Into the Cause<\/h3>\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">The purpose of nonprofit messaging is not to inform. It\u2019s to make people feel something.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite\">Otis Fulton<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n<p><span style=\"font-weight: 400;\">People respond when we cause them to feel an emotion. Use language and visual mediums to connect with donors emotionally, and make the call to action clear with strong verbs. Personalize the language to remind them that they\u2019re helping other people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You-centric language helps show their vital role in your mission. Try using more of the phrase \u201cbecause of you\u201d to show how donors enable and empower your nonprofit to achieve success. When they understand their role, they\u2019re more likely to take it seriously.<\/span><\/p>\n<p>7. Remember Your Purpose<\/p>\n<p><span style=\"font-weight: 400;\">Each message of your peer-to-peer campaign doesn&#8217;t always need a call to action. Sometimes a simple thank you goes a long way in making an impression and helping them feel special.\u00a0<\/span><\/p>\n  <div class=\"classy-quote\">\n    <blockquote>\n      <p class=\"quote-content\">The purpose of your messaging isn\u2019t to raise money, it\u2019s to make people happy. If you\u2019re in donor communications, your real job is to give people\u2019s lives a sense of purpose in exchange for their support.<\/p>\n\n      \n        <footer>\n                    <p class=\"cite\">Otis Fulton<\/p>\n                  <\/footer>\n\n      \n      <\/blockquote>\n\n        <\/div>\n\n  \n<p><span style=\"font-weight: 400;\">Fundraising isn\u2019t rocket science, but it is a social science. It requires knowing people and understanding how they work. Your brand is not what people know about your organization. It\u2019s how you make them feel.\u00a0<\/span><\/p>\n<h2>Make the Most of Your Peer-to-Peer Giving<\/h2>\n<p>Remember that people give to other people and because of how it makes them feel. They\u2019re also more likely to be motivated to give when asked by people they already know.<\/p>\n<p>When you make donors and fundraisers feel like an important part of your organization, they\u2019re more likely to continue giving. Empower supporters and make them feel appreciated, and see how that positively impacts your results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Peer-to-peer fundraising platforms are increasingly effective when it comes to scaling donations for nonprofits. We spoke to Otis Fulton, the vice president of psychology strategy at Turnkey, to further break down the psychology of peer-to-peer fundraising. Get our tips below to harness its power and turn your next peer-to-peer fundraising campaign into a success.\u00a0 According [&hellip;]<\/p>\n","protected":false},"author":87,"featured_media":22314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-22312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Psychology of Peer-to-Peer Giving - GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Learn how to keep donors motivated to give and what makes them excited about involving their peers in fundraising on behalf of a cause.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Psychology of Peer-to-Peer Giving\" \/>\n<meta property=\"og:description\" content=\"Learn how to keep donors motivated to give and what makes them excited about involving their peers in fundraising on behalf of a cause.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/\" \/>\n<meta property=\"og:site_name\" content=\"GoFundMe Pro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/classy.org\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-05-27T11:00:05+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-10T18:35:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/05\/blog_psychology-of-peer-to-peer-giving_header_v2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1224\" \/>\n\t<meta property=\"og:image:height\" content=\"612\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Robert Carnes\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@classy\" \/>\n<meta name=\"twitter:site\" content=\"@classy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Robert Carnes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/\"},\"author\":{\"name\":\"Robert Carnes\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#\/schema\/person\/e8b4604a9d2d04b1ea9290028f42bf9d\"},\"headline\":\"The Psychology of Peer-to-Peer Giving\",\"datePublished\":\"2022-05-27T11:00:05+00:00\",\"dateModified\":\"2025-06-10T18:35:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/\"},\"wordCount\":1187,\"publisher\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2022\/05\/blog_psychology-of-peer-to-peer-giving_header_v2.jpg\",\"articleSection\":[\"Fundraising\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/\",\"url\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/psychology-peer-to-peer-giving\/\",\"name\":\"The Psychology of Peer-to-Peer Giving - 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