Developing a Communications Plan for your Peer-to-Peer Campaigns


A communications plan leading up to and three weeks after race day is as important to a charity as a training schedule is to a marathon runner.

In your communication plan, include your email newsletter, any print newsletters, your website, and social media channels.

Personalize your email communications with the fundraiser’s name, the amount they raised, and include a different impact statement about your nonprofit each week. A simple list of amounts and what they will do for your constituents provides your fundraisers with a clear picture of the good they are doing ( examples: £50 pays for clean water for a community for one day, or £200 will provide a camp scholarship). Keep your examples mission-focused and very specific!

Below is a sample communications schedule similar to ones found on our charity resource page on everydayhero, which details an ideal schedule of 4 months out, but alter this to fit the timeline for your nonprofit.

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In this sample email template, the concise message makes sure to thank the fundraiser, explain in very concrete terms how the funds are supporting the nonprofit’s mission, and gives a specific fundraising tip. Those three pieces are key to have.

Tailor your email message to the individual fundraiser and try to personalize it as much as possible.

If the fundraiser is close to their goal, send a note of encouragement or give them a call to show your support. If they have not raised any money, provide tips to help jumpstart their fundraising.

Ask your champions, like your CEO or board members, to send thank-you notes to your fundraisers and donors.

It is important to note here that it may seem intuitive to spend most of your time on the £0 fundraisers, and you should feel free to do so. But it is actually more effective for you to provide extra help and encouragement to the fundraisers who have already started raising money.

Encourage your super-star fundraisers and those who have just begun receiving donations! This will lead to more donations overall for your nonprofit if you make sure to devote a little time calling your star fundraisers, and making sure they feel supported.


With a little planning and strategising, a good communications plan can take your peer-to-peer fundraising campaign to the next level!

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