Run a peer-to-peer fundraising campaign in six steps

Looking to fundraise for a peer-to-peer campaign and support one of your favourite causes? Whether you are running a sponsored 5K, taking on a marathon, doing a sponsored silence or shave, or joining a community walk, your involvement makes a real difference to the charity behind the campaign.

Peer-to-peer and sponsored fundraising remains one of the most powerful ways for UK charities to reach new donors, because the ask comes from someone the donor already trusts: you.

One more reason your campaign matters: if your donors are UK taxpayers and tick the Gift Aid box when they give, the charity reclaims 25p from HMRC for every £1 donated. A £100 sponsorship becomes £125 for the charity at no extra cost to your donor. (Gift Aid, GOV.UK)

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Run a peer-to-peer fundraising campaign in six steps

Step 1: Create your peer-to-peer campaign

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The first thing to know is that many UK fundraisers do not choose the platform themselves. The charity has often already decided: Enthuse is the mandatory platform for TCS London Marathon and Great Run places; JustGiving is the most widely used default across the sector; GivenGain and other platforms are used by some charities that want subscription-free P2P; and Zeffy is the choice for charities that want 100% of every donation to reach them with no platform fee, no transaction fee, and Gift Aid handled automatically.

If your charity uses Zeffy, setting up your page is straightforward. Visit the main campaign page and click "Fundraise." You can then choose to create a team, join an existing team, or fundraise as an individual.

Creating a team works well for groups fundraising together: colleagues, family members, classmates, or a sports club. Each person can join the team and manage their own individual page within it.

When you create your campaign, you will need to set a fundraising target. Look at the charity's overall campaign goal and think about how much of an impact you want to make. Consider how many friends and supporters are likely to give, and how much you plan to donate yourself. Set a target that is realistic but still motivating. A goal within reach, yet still a genuine challenge, gives you the satisfaction of seeing your progress bar climb. You can always adjust it later.

Once your page is live, you will receive a confirmation email with a link to your Zeffy account, where you can personalise your campaign with a message, an image, and your chosen colours. Personalising your page matters: it shows donors how much the cause means to you personally, which is far more persuasive than a blank template.

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Step 2: Write your story

Writing your personal story does not have to be daunting. The charity you are supporting will already have provided messaging for their main campaign, explaining what the campaign is working towards and what donations will fund. That is a solid foundation to build on.

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• When did you start supporting this cause?

• How have you been involved with it?

• In what ways does the charity's vision and mission affect you personally?

• What would it mean to you if your friends and family supported the cause?

• Why did you choose your fundraising target?

Our tip: Find the charity's mission and outcomes page on their website and read it carefully. UK supporters respond to declarative, outcome-led writing. Think "You run. We fund research." rather than stacked exclamation marks. Mirror the charity's own tone: if they write plainly and confidently about the difference donations make, write the same way. Avoid emotional pressure; let the cause speak for itself.

Take time to answer each question in a few sentences. Then put them together and remove any repetition. Have a close friend read it. If they feel moved to give, your story is ready.

Weave your personal message into the charity's original campaign copy. Make sure the overall goal of the campaign is still clear. A thoughtful, honest message will carry more weight with your donors than an enthusiastic but generic appeal.

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Step 3: Donate to your own campaign

Before you ask others to give, donate to your own campaign first. It is a simple act with a significant effect: fundraisers who make the first donation themselves tend to raise noticeably more, because it signals genuine commitment to everyone who visits your page.

Lead by example. A £20 self-donation with Gift Aid becomes £25 to your charity and sets a clear tone for the page. (Gift Aid, GOV.UK)

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Step 4: Share your peer-to-peer campaign

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Now it is time to get the word out. Send a personalised message to your friends and family using your story as the basis. Let them know how much it would mean to you if they gave. Do not hesitate to share with people outside your closest circle: this is for a great cause, and a warm, confident message will always be welcome.

Where to share:

• WhatsApp is the most effective UK sharing channel for sponsored fundraising. Send a personal message to family and friends groups, or message people individually. A direct ask in a WhatsApp conversation converts far better than a public post alone.

• Facebook works well for longer posts where you can share your full story.

• Instagram suits image-led content. Use Canva (free) to add text to a photo and make your fundraising goal clear at a glance.

• X (formerly Twitter) is good for brief, direct appeals with a link to your page.

Adapt each post to the style of the platform. Use the social media sharing tools on your campaign page to share quickly.

Include photos of yourself related to the cause where you have them: volunteering with the charity, training for your event, or at a previous fundraiser.

One trust signal that makes a real difference: include your charity's registered charity number when you share, and mention that the charity is registered with the Fundraising Regulator. UK donors look for these markers before they give, especially from someone they do not know well.

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Step 5: Share again

Keep sharing your campaign across your platforms and sending individual messages to your supporters. Follow up with anyone who said they would donate but has not yet done so: a friendly, personal reminder is always appreciated, not an imposition.

Repost when your campaign reaches the halfway mark. Share again when there is just a week left, and again in the final 24 hours. Your friends may simply have forgotten, and a timely reminder gives them the nudge they need.

Do not worry about posting too frequently. The people close to you want to support you. Some may even feel inspired to start their own sponsored fundraising page.

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Step 6: Celebrate your campaign's progress

Whether you reach your target, exceed it, or make it halfway, take time to celebrate each milestone. Post when you hit 50% of your goal. Post again when the campaign closes, naming the impact your fundraising will have.

For example: "We've raised £500, and with Gift Aid that becomes £625 for the charity. Thank you for making this possible."

Then thank every donor personally. Send an individual message, email, or give them a call. It takes time, but it means a great deal and builds the relationship for your next campaign.

Finally, encourage donors who have not yet completed a Gift Aid declaration to do so if they are UK taxpayers: it costs them nothing and increases the charity's total at no extra expense. Do note that Gift Aid applies only to donations, not to payments for goods or services, so raffle ticket purchases or event ticket prices are not eligible. (Gift Aid, GOV.UK)

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Make every penny count

Six steps are all it takes to run a peer-to-peer campaign that your supporters will remember. The real difference comes from the platform behind it. Zeffy charges no platform fee, no transaction fee, and no credit card fee, so 100% of every donation reaches your charity. Gift Aid is handled automatically, meaning the 25p per £1 uplift from HMRC is captured without any extra admin from you or your donors.

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