Peer-to-peer (P2P) fundraising has been on a rollercoaster ride over the past five years. While recent data shows a steady recovery from pandemic-era lows, significant challenges remain. Participation levels haven't returned to pre-2020 highs, and nonprofits are working harder than ever to engage supporters and drive revenue.

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But there's a solution that forward-thinking nonprofits are turning to: social direct messaging. Platforms like Facebook Messenger and WhatsApp offer powerful, scalable ways to acquire new participants, deepen engagement, and increase revenue.

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Here's a look at current P2P fundraising trends, the challenges nonprofits are facing, and how social direct messaging can be the key to unlocking growth.

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The Current State of P2P Fundraising

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According to the 2024 P2P Top 30 dataset, the sector is slowly bouncing back:

• $1.14 billion was raised collectively by the top 30 programs, marking a 3% increase over 2023.
• Participation rose slightly by 3.5%, though it remains below pre-2020 levels.
• Programs like the American Heart Association's Heart Walk and Alzheimer's Walk to End Alzheimer's held steady, while new entrants like the Cleveland Clinic's VeloSano saw significant revenue jumps through major gifts.

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Despite this progress, challenges persist:

• Lower Participation Rates: Many legacy events, such as March for Babies and Relay for Life, have seen significant participant declines.
• Shrinking Revenue from Smaller Programs: The threshold to make the Top 30 list decreased, indicating that smaller programs are struggling.
• Donor Fatigue: Retention rates are declining, and nonprofits are competing harder for supporter attention.

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Nonprofits need innovative ways to recruit new participants and keep existing ones engaged—and that's where social direct messaging comes in.

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The Challenges Nonprofits Face in P2P Fundraising

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1. Recruiting New Participants

Traditional outreach methods—like email and social media—are no longer as effective in cutting through the noise. Participants are bombarded with messages and have countless causes competing for their attention.

2. Keeping Fundraisers Engaged

Even when participants sign up, motivating them to actively fundraise can be challenging. Many register but don’t reach out to their networks or personalize their fundraising pages.

3. Driving More Donations

With fewer participants overall, nonprofits need each individual to raise more to sustain or grow revenue. Without consistent communication and encouragement, fundraisers often struggle to meet their goals.

4. Building Long-Term Relationships

Many nonprofits find it difficult to engage supporters beyond the initial event, impacting long-term retention and lifetime donor value.

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Why Social Direct Messaging is the Solution

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Social direct messaging through platforms like Facebook Messenger and WhatsApp offers a powerful, personal, and scalable way to overcome fundraising challenges.

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Why It Works:

• Higher Engagement Rates: Messages sent via social platforms see significantly higher open and response rates than email.
• Personalized Conversations: One-on-one messaging makes participants feel recognized and supported.
• Scalable Automation: Chatbots and automated messaging sequences allow nonprofits to engage thousands without overwhelming staff.
• Year-Round Relationships: Social messaging keeps supporters engaged beyond campaign season.

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How to Use Social Direct Messaging to Drive Growth

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1. Recruit New Participants with Personalized Outreach

Use social messaging to engage potential participants where they already are—on platforms like Facebook.

• When someone likes or comments on a fundraising post, send them a direct message inviting them to participate.
• Use Messenger to guide users through the sign-up process, making it simple and interactive.

By engaging potential participants in a direct conversation, you make it easier for them to commit and feel connected from the start.

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2. Activate and Support Fundraisers Through Automated Journeys

Once participants sign up, guide them through the fundraising process with automated Messenger sequences:

• Welcome Message: "Thanks for joining the [Event Name]! Need tips to kickstart your fundraising? Reply 'Yes' and we'll share our best advice!"
• Motivation Boosts: "You're $50 away from your goal—great work! Share your fundraiser with friends to reach it today."
• Impact Updates: "Because of your efforts, we're funding [impact details]. Thank you for making a difference!"

These automated touchpoints ensure participants feel supported and stay engaged throughout the campaign.

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3. Drive Donations with Timely Reminders

Use Messenger to encourage fundraisers to reach out to their networks:

• Prompt them to share their fundraising page on social media.
• Offer messaging templates they can copy and paste to friends and family.
• Send reminders about matching gift opportunities or deadlines to inspire action.

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4. Nurture Relationships After the Campaign

Keep the conversation going even after the event concludes:

• Send personalized thank-you messages and impact stories.
• Invite past participants to exclusive preview events or next year's campaign.
• Use Messenger to share how their funds made an impact, building deeper emotional connections.

This approach fosters long-term relationships and increases the likelihood of future participation.

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Real Results: Why Direct Messaging Works

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Nonprofits that have embraced social direct messaging are seeing significant results:

• Higher Activation Rates: Fundraisers who receive personal outreach via Messenger are more likely to start and complete fundraising tasks.
• Increased Retention: Messenger keeps past participants connected year-round, improving retention and lifetime value.
• Greater Fundraising Success: Direct reminders and encouragement via Messenger drive higher individual fundraising totals.

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Getting Started with Social Direct Messaging

If you're ready to leverage social direct messaging, start with these simple steps:

1. Build Your Subscriber List – Invite participants and donors to opt-in for updates via Messenger. Make it easy with calls-to-action on your website and email campaigns.
2. Set Up Automated Messaging Journeys – Use tools to automate welcome messages, reminders, and motivational prompts.
3. Personalize Interactions – Tailor messages based on the recipient's activity and engagement level.
4. Measure and Optimize – Track engagement metrics (open rates, response rates) to refine your approach over time.

By integrating social direct messaging into your fundraising efforts, you can increase participation, boost donations, and build lasting supporter relationships.

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Final Thoughts

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Peer-to-peer fundraising is evolving, and while challenges remain, opportunities are growing for nonprofits willing to innovate. Social direct messaging offers a unique way to connect with supporters in real-time, provide personalized support, and drive stronger fundraising results.

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By meeting participants where they are—on platforms like Messenger—nonprofits can acquire more participants, activate stronger fundraising, and build lasting relationships that lead to long-term growth.

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Now is the time to integrate social direct messaging into your P2P strategy and create new pathways for connection, engagement, and impact.

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