The nonprofit sector is racing to tap into the creator economy, but here’s the truth:

Our peer-to-peer fundraisers were the original influencers.

Influencers aren’t just social media personalities. They’re the local news anchor, the well-connected business leader, the most popular mom on the soccer field. They’re your fundraisers — and they’re already primed to mobilize their networks for your mission.

Just like today’s digital influencers, our most successful P2P fundraisers instinctively know their communities – what resonates, who will give and how to make it meaningful and fun. They just need the right guidance to channel that power effectively.

So how do we set them up for success?

Help them uncover their story. Like content creators, fundraisers succeed when they share real, imperfect, emotional stories about why they personally care – not our organization’s polished talking points.

Show them their potential. Influencers with small but highly engaged followings often outperform big names. Help your fundraisers see that a small circle of deeply connected donors can be more valuable than a large, passive audience.

Teach them to be direct and specific. Influencers aren’t afraid to call their audience by name or ask for likes, comments or shares. The best fundraising asks are equally personal: “Susie, can you donate $50 to provide meals for five families?” beats “Please support my campaign” every time.

Encourage them to be consistent. Influencers post regularly and engage often. When fundraisers stay active — thanking donors, sharing progress, posting updates — their campaigns gain momentum and credibility.

Because whether online or offline, influence has always been about genuine connection.