You’re likely hearing a lot these days about peer-to-peer (P2P) fundraising.
It’s not new, having been around quite some time. Katrina VanHuss and Otis Fulton talk about the origins of P2P in their new book, Dollar Dash. They note:
Any time a person uses his or her personal leverage—a relationship—to gain a donation of something of value, P2P is at work."
It works because of one of the most fundamental psychological principles of persuasion (aka “social proof”). We trust our peers more than strangers. Not only do we trust our peers, we also want to fit in with them. To be accepted as someone who does the right thing.