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PlaybookPeer-to-Peer & Recurring

Launch, fund and retain more on Raisely.

Five parts: pick the right campaign type, activate the platform features most charities never touch, run Meta ads the Raisely way with your own pixel, turn a campaign into recurring revenue, then score yourself against the health check. Watch the walkthrough, then download the playbook.

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9 pages · 5 parts · 4 min video · Raisely-Playbook-Grownex.pdf · No email required

65%

Of P2P revenue from the top 10% of fundraisers

57%

Typical annual donor retention rate

5

Parts, from campaign type to health check

What you get

By the end of this playbook, your team can:

Choose between appeal, peer-to-peer and regular giving for the goal you actually have

Install Meta Pixel and Conversions API on your own Raisely domain before you spend

Recruit and equip the top 10% of fundraisers who drive most peer-to-peer revenue

Segment donors before the next ask instead of blasting one appeal to everyone

The framework

5 steps, in order

Step 01

Campaign Types

Appeal, peer-to-peer or regular giving — each plays a different role.

An appeal is a branded landing page for one clear ask — year-end, emergency response, a specific project — and gives you full control of the message. Peer-to-peer hands the ask to supporters with their own microsite, where roughly 65% of revenue comes from the top 10% of fundraisers. Regular giving is a dedicated monthly page framed as joining a community, not a one-off transaction.

Retention reality

The typical nonprofit retains just 57% of donors annually — North America trails at 47%. Every campaign needs a plan for turning one-time gifts into repeat ones, not just hitting a number once.

Checklist

  • Campaign format chosen for the goal, not out of habit
  • Appeal pages built around one clear ask
  • Peer-to-peer launches only after top fundraisers are recruited
  • A dedicated monthly-giving page exists, framed as community
  • Every campaign has a defined follow-up for first-time donors

Do

  • Match the format to the outcome you need
  • Frame recurring giving as joining, not transacting
  • Plan the repeat gift before the first one lands

Don't

  • Default to a basic appeal for everything
  • Launch peer-to-peer with no fundraisers lined up
  • Treat a campaign as finished at the goal line

KPIs to track

  • Revenue by campaign type

    Whether your format mix matches where money comes from

  • Share of revenue from top 10% of fundraisers

    How dependent P2P is on a small group

  • Annual donor retention rate

    Whether one-time gifts are becoming repeat ones

Troubleshooting

  • Every campaign is a generic appeal

    Pick one goal that suits P2P or recurring and build a dedicated page for it

  • Retention sits below 50%

    Add a thank-you and impact sequence before planning the next acquisition push

Step 02

Platform Features

Use what Raisely already builds in.

Most charities never fully activate the features they already pay for. Branded, no-code pages let supporters build a relationship with your brand rather than a generic platform. Raisely is mobile-first by default — don't undo that with long paragraphs or desktop-only images. Gamification badges keep P2P fundraisers moving, and automated journeys mean no new donor or fundraiser goes silent.

Plan the whole year

Map giving days and appeals across the full year in advance, GivingTuesday included. Campaigns planned in isolation compete with each other for the same donor attention — a calendar prevents that.

Checklist

  • Pages branded with your own fonts, colours and story
  • Copy and images checked on mobile first
  • Milestone badges enabled for peer-to-peer fundraisers
  • Onboarding and transactional email journeys switched on
  • Annual calendar of appeals and giving days published internally

Do

  • Brand every page so it feels like your organisation
  • Keep forms and copy short enough for a phone
  • Space campaigns out across the calendar

Don't

  • Ship default platform styling
  • Write desktop-length paragraphs
  • Launch campaigns reactively on top of each other

KPIs to track

  • Mobile conversion rate

    Whether the mobile-first experience is intact

  • Fundraiser activation rate

    How many sign-ups actually post and ask

  • Automated journey open and click rate

    Whether onboarding emails are doing their job

Troubleshooting

  • Fundraisers go quiet after day one

    Turn on milestone badges and leaderboards, and send a nudge at each milestone

  • Mobile conversion lags desktop

    Cut form fields and shorten copy blocks until the page fits one thumb scroll per idea

Step 03

Meta Ads, The Raisely Way

Your own domain means full tracking control.

Because Raisely campaigns can run on a custom domain, you install your own Meta Pixel and Conversions API directly — something consumer platforms like GoFundMe don't allow. That means Meta's algorithm can optimise for donors, not just clicks. Set tracking up before you spend a dollar.

Objective by campaign

Sales/Conversion for one-off appeals and P2P pages with an average gift under ~$40. Leads with an Instant Form for regular-giving sign-ups and major-gift pledges. Traffic almost never — warm remarketing to story-engagers only.

Checklist

  • Meta Pixel and Conversions API installed on the Raisely domain
  • Value-based Purchase event firing on every completed donation
  • Recurring sign-ups tagged with a separate event
  • Objective chosen per campaign type, not copied across
  • No budget spent before tracking is verified live

Do

  • Verify events in Events Manager before launch
  • Pass donation value with every Purchase event
  • Optimise recurring sign-ups as their own conversion

Don't

  • Run ads with no pixel on the domain
  • Use Traffic as a donation objective
  • Lump one-off and recurring conversions together

KPIs to track

  • Event match quality

    How reliably Meta can attribute donations

  • Cost per donation by objective

    Whether the objective fits the campaign type

  • Cost per recurring sign-up

    The true value of your monthly-giving ads

Troubleshooting

  • Ad spend running blind

    Stop spend, install Pixel plus CAPI on the custom domain, confirm test events, then relaunch

  • Lots of clicks, few gifts

    Switch off Traffic objectives and optimise for the value-based Purchase event

Step 04

Audience & Creative

Structure the spend, then keep the ask simple.

For peer-to-peer and appeal campaigns, weight budget toward warm networks: roughly 55% to fundraisers' networks, 25% to donor lookalikes, 20% cold. Top fundraisers' own shares typically outperform cold ads, so retarget people who visited a fundraiser's page and didn't give. For appeals, a lookalike built from your uploaded donor list beats interest-based cold targeting.

Creative rules

One ask: one beneficiary, one outcome, one dollar figure per ad. Proof over pain: show what the gift built, not just the need. Separate recurring: never retarget a one-off ad with a monthly ask.

Checklist

  • Budget split roughly 55/25/20 across networks, lookalike and cold
  • Retargeting live for fundraiser-page visitors who didn't give
  • Donor list uploaded as a Custom Audience and lookalike built
  • Existing monthly donors excluded from acquisition ad sets
  • Suppression list refreshed monthly

Do

  • Lean into warm fundraiser networks first
  • Show outcomes the last gift produced
  • Keep each ad to a single ask

Don't

  • Spend most of the budget on cold interests
  • Advertise to people already giving monthly
  • Stack multiple asks into one creative

KPIs to track

  • ROAS by audience tier

    Whether warm networks really are outperforming cold

  • Retargeting conversion rate

    How well you recover fundraiser-page drop-offs

  • Frequency on cold audiences

    When creative fatigue is setting in

Troubleshooting

  • Monthly donors seeing acquisition ads

    Upload and exclude the regular-giving list, and set a monthly refresh reminder

  • Cold performance collapsing

    Rebuild the lookalike from your latest donor list and rotate to proof-led creative

Step 05

Retention & Health Check

Segment before you ask again, then score the campaign.

Raisely's strength is what happens after the first donation. Recruit top fundraisers first, use milestone badges and leaderboards to keep them posting, encourage short fundraiser updates, and connect fitness integrations for challenge campaigns. Then segment: new versus returning, recency, giving level and engagement type each need different messages. High-performing organisations treat appeals, monthly giving and giving days as one connected system.

Quick self-score

Score yourself on campaign type, top fundraisers, tracking, recurring ask, segmentation, mobile experience and annual calendar. 0–2 gaps is a strong campaign, 3–4 means meaningful money left on the table, 5+ means it's underperforming its potential.

Checklist

  • Top fundraisers recruited and equipped before general launch
  • Milestone badges and leaderboards live
  • A dedicated monthly-giving moment built into the campaign
  • New, returning and lapsed donors messaged differently
  • Donation form stripped to the minimum required fields

Do

  • Thank returning donors for continued support
  • Re-engage lapsed donors before asking again
  • Remove every unnecessary click and field

Don't

  • Send the same appeal to your whole list
  • Ask recent donors again straight away
  • Treat appeals, monthly giving and giving days as separate programs

KPIs to track

  • One-time to recurring conversion rate

    Whether the campaign is building sustainable income

  • Donation form completion rate

    How much friction is costing you

  • Lapsed reactivation rate

    Whether re-engagement messaging is working

Troubleshooting

  • Three or four gaps in the health check

    Fix them in order — tracking, then recurring ask, then segmentation

  • Five or more gaps

    The issue is structural, not creative — book a campaign audit and rebuild the sequence

Who it's for

Built for teams who need a system, not more tactics.

  • Charities and nonprofits running campaigns on Raisely

  • Teams planning peer-to-peer, appeal or monthly-giving programs

  • Marketers deciding how to run Meta ads against a Raisely custom domain

Take the playbook with you

Raisely-Playbook-Grownex.pdf · 9 pages · 5 parts · 4 min video

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