Peer-to-Peer Fundraising: It's Not About Who You Know; It's About Who They Know

"Think about 400, 500 years ago — how'd you get news? You got it from the town crier," he said. "You heard things from other people, leaned over the fence and talked to your neighbor. Peer-to-peer has been incredibly accelerated by technology, but it's not a new thing — it's a human thing."

However, Shuck said there is a new way in which nonprofit organizations must interact with peer-to-peer donors these days. Sadly, few do. That's because so many fundraisers relay on traditional fundraising practices, in which the organization has a direct relationship with the donor. The donor has been cultivated for years by a major-gifts officer, board member or fundraiser, and eventually a conversation takes place directly with that donor. "We think the world needs changing. Will you help us achieve that change?" The donor says yes, gives a gift and that direct relationship is formed.