Peer-to-peer (P2P) fundraisers can bring in exponential levels of support for your cause by introducing it to whole swaths of prospective donors. These campaigns don’t just get your nonprofit in front of new audiences—they use the concept of social proof to prove the validity of your work and instill trust in prospects.
But before your volunteer fundraisers can provide that social proof to their friends and families, they need the resources to do so. In particular, they need a robust, customizable fundraising campaign page to share with their networks to collect donations. In this quick guide, we’ll explain how to create a P2P campaign page template to help your volunteers raise as much as possible for your cause.
Start with the basics.
First, create a new page on your website that includes all the essential elements of a fundraising campaign page. This includes:
- Your nonprofit and campaign branding: Add your nonprofit’s logo and your logo for the campaign, if you have one. Refer to your nonprofit’s style guide to double-check that all visual elements (including fonts, colors, and illustrations) align with your typical branding so that supporters can easily recognize your organization.
- Information about your cause and campaign: Include your nonprofit’s mission statement and a few short lines about the purpose of the peer-to-peer campaign. Keep it brief so that volunteers’ own words can take center stage.
- Integrated donation form: Users should be able to donate directly from your P2P campaign page or click a link to easily find your donation page. Keep this form as simple as possible to encourage donors to complete their donations—stick to the essentials, like donation amount, name, payment information, and contact details.
- Links to your main campaign page: Every volunteer’s personal page should include a link to your main P2P fundraiser page so users can learn more about the campaign as a whole.
- Standout calls to action (CTAs): Your “Donate” button should be large, bold, and easy for users to see without scrolling down the page. If you include other CTAs (such as “Become a Fundraiser” or “Learn more about our cause”), make sure that they stand out as well.
With everything included, this page should serve as a template that volunteers can adjust to create their personal campaign pages. The goal here is to design a streamlined but customizable campaign page that all of your volunteers can make their own, while still ensuring that the page is standardized and gets your message across effectively.
Prioritize personalization.
Your peer-to-peer campaign page should include several sections that volunteers can personalize to make the page their own. Personalization is a crucial aspect of a successful P2P campaign page, since this is what provides the social proof. If a volunteer’s friend sees their friend’s photo, story, and donation appeal in their own words, they’re much more likely to want to support the fundraiser.
The design of your campaign page template should make it easy for volunteers to add personal elements like:
- Photos of themselves engaging with your nonprofit.
- Information about their connection to your cause in their own words.
- An explanation of why they’re raising money, such as for their birthday or in honor of someone.
- Their personal fundraising goal and progress towards it.
Be mindful that even if you provide all of the space for volunteers to add these personal touches, you still need to encourage them to personalize their campaign pages. Create a plan now to host a training session, create how-to videos, or share resources with volunteers as part of your volunteer management plan for the campaign. Emphasize how easy it is to customize their campaign pages and why it’s important.
You should also provide examples of what an effective P2P campaign page looks like after it’s been personalized by a volunteer. For instance, take a look at the following example from the Parkinson’s Foundation’s Moving Day campaign:

On this page, the volunteer fundraiser explains his personal connection to the Parkinson’s Foundation’s mission, his history with the organization, and his reasons for raising money in a few paragraphs. Next to this information, he included a photo and his fundraising goal.
Add suggested donation amounts.
Prospective donors who are just hearing about your organization for the first time when they arrive on a P2P campaign page may not know how much to give. By providing suggested donation amounts (such as $20, $50, and $100), you’ll make it easy for anyone to make a donation quickly and encourage larger donations from new donors.
This is especially true if you pair suggested donation amounts with the tangible results your nonprofit can achieve with that amount. For example, you might explain that $20 provides one meal to a family in need while $200 funds a month’s worth of hygiene supplies for 30 people.
To boost donations even more, include information about matching gifts on your campaign page. Add a note below your suggested donation amounts that explains how donors may be able to double the size of their gifts through corporate donation matching programs, and include a link to more information about how to get their P2P donation matched by their employer. This will encourage donors to request corporate matches and ultimately give more to your cause.
Encourage social engagement.
Peer-to-peer campaigns are all about utilizing social networks to increase the reach of your fundraiser. Naturally, this means that donors and volunteers want easy ways to spread the word about their participation, which you can give them on your campaign page!
Design your campaign page to intentionally highlight social engagement opportunities and make it easy for users to take additional actions after donating. Use widgets or web integrations to add engaging features to your campaign page like:
- Social sharing buttons: Encourage donors to share their donations on social media platforms like Instagram or Facebook with the click of a button.
- Live fundraising thermometers: These engaging visualizations of a volunteer’s progress toward their goal are easy for anyone to understand and share.
- A fundraising leaderboard: Incentivize larger donations with a leaderboard that automatically populates with each volunteer’s largest donors.
You can also empower volunteers and boost social sharing opportunities at the same time with gamification techniques like badges or awards. For instance, an animal shelter might add “Top Dog Volunteer” badges to the campaign pages of those who raise more than $1,000.
Check your campaign page’s accessibility.
Once the main design aspects of your campaign page template are complete, go back and check how accessible it is for users. You want people of all ages and ability levels to be able to participate in your campaign, meaning you need to prioritize web accessibility.
Take steps to make your page more accessible by using tools like Lighthouse in addition to completing manual checks and asking for user feedback. Verify that your campaign page has:
- User-friendly navigation
- Alt text for images
- Appropriate color contrast ratio
- A functional mobile version
- Readable fonts
As a final step, think about your campaign’s audience and address any other needs they may have when navigating your campaign page. For instance, if your nonprofit operates in an area where multiple languages are commonly spoken, consider translating your page into each of those languages.
With these tips, you’ll be able to design a customizable, engaging campaign page that serves your fundraisers well. If you need more inspiration, explore other nonprofits’ websites to see how they approach their peer-to-peer campaign pages. Or, contact nonprofit web design professionals for specialized help.