Why self-identity is important in P2P fundraising

Peer-to-peer (p2p) fundraising might look, at first glance, like a simple exchange of donations for good causes. Yet beneath the surface, there is a far more compelling factor at play: self-identity.

When people decide to fundraise on your behalf, they are also making a statement about who they are and what they stand for. How they perceive themselves—and how they want others to perceive them—can profoundly influence their willingness to engage, the depth of their commitment and, ultimately, their long-term loyalty to your organisation.

By understanding how self-identity drives behaviour, you gain insights into why your supporters not only come on board but also stick around.

This has real consequences for p2p fundraising, shaping the way you recruit volunteers, nurture relationships and communicate the value of taking part. In this article, we look at why tapping into your supporters’ sense of self-identity leads to more dedicated fundraising, better retention and stronger overall results.

How to understand the concept of identity in fundraising

If you have worked in the non-profit fundraising sector for some years, there is a high likelihood you have seen a presentation at a conference or read an article by professor Adrian Sargeant on why identity is important.

In a literature review on how to increase donor retention, professor Sargeant concludes that “looking for ways of strengthening the bond of identification is therefore a critical step in fostering loyalty.”

This is best done by identifying “how and under what circumstances [the charity] might contribute to a donor’s sense of self-identity.” When you achieve this, it increases the value the donor derives from supporting your cause.

How P2P fundraising can be an opportunity to enhance a donor’s sense of self-identity

Identity is a complex concept, and our own perceived identity is also influenced by how others perceive us. Whenever we do anything in public, we are, in essence, trying to convince others about how they should see us.

Fundraising is very public and often involves our closest network. When I fundraise for a charity, I try to align the charity’s values with my own. We often describe p2p fundraising as word-of-mouth marketing: supporters recommend your charity to their closest network. This cannot be done without some form of public endorsement of your organisation.

Seen in this light, the chance to fundraise for your organisation is an opportunity for the supporter to align themselves with you. This is a value exchange, providing both your organisation with support and your supporter with a way to build their sense of identity and influence how others perceive them.

Thus, it is fair to say that the act of p2p fundraising will increase the loyalty of any supporter who does it. The likelihood of becoming a committed, long-term supporter only goes up. Due to the public nature of p2p fundraising, this effect is significantly stronger than simply making a donation.

Consequences for fundraiser recruitment

The opportunity to shape one’s identity is such a pivotal aspect of p2p fundraising that it needs to occupy a central place in the marketing of your p2p campaigns and events.

Target not only their sense of self-identity – but who they want to be

In the literature review mentioned above, professor Sargeant writes that “donors are drawn to (and perhaps remain loyal to) brands that are perceived as having a personality encompassing values congruent to their own, be they actual or aspired.”

When trying to convince either existing or new supporters to fundraise, you are essentially selling them an activity. This activity often has two elements: fundraising and another focus. It could be a sports event, though it can just as easily be a hobby-related event (for example, knitting) or the wearing of special clothes (for example, football jerseys or Christmas jumpers).

This not only enables you to segment by interest. It also allows you to target supporters not just for who they think they are, but who they aspire to be.

By fundraising, supporters can cast themselves as heroes who do good for humanity, as activists who save the earth or safeguard human rights, as health warriors on bikes or as tranquil yoga enthusiasts. Advertising for p2p fundraising can learn much from the advertising of perfumes or high-end clothing, where identity is often more important than the product itself.

Why platforms are less effective for this value exchange

Many organisations see lower average amounts raised on platforms like Facebook and other third-party tools compared to white-label solutions. This was a key reason why BetterNow pivoted from a platform to a white-label solution.

One reason for this difference is that the value exchange between fundraiser and charity is weakened when using a third-party platform. On the charity’s own homepage, the supporter becomes more closely aligned with the organisation’s identity and brand, which provides them with greater personal value. By the same reasoning, fundraising on a third-party platform can lead to a less loyalty-inducing experience.

When supporters gain more value, we believe it boosts their motivation. This is a key reason why p2p fundraisers using a white-label solution raise more funds than those on third-party platforms. In short – avoid third-party platforms if possible.

Importance of influencers and the first fundraisers

Social proof is critical in p2p fundraising. Few people are first or second movers; most prefer to join a campaign that already has traction.

Identity adds an extra layer to this. If a supporter visits a campaign where all the profile images are of people they do not identify with, it can be off-putting. Likewise, if your brand ambassador clashes with the target segment’s identity, the result can be very negative.

Select your ambassadors with care, and ensure that the first fundraisers in your campaign align with the audience you hope to reach.

Conclusion

Self-identity is a driving force for both recruiting fundraisers and retaining donors in the long run. Encouraging supporters to express their identities through public fundraising activities strengthens their bond with your organisation. By highlighting the values that supporters either hold or aspire to, and providing a branded, engaging fundraising environment, you foster deeper loyalty and higher motivation. Ultimately, leveraging this sense of identity can significantly increase fundraising success while cultivating long-term advocates for your cause.

Source: Professor Sargeant’s literature review on donor retention

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