Individuals – called fundraisers – reach out to people they know and ask them to donate to the Red Cross cause the fundraiser is supporting. Fundraisers for the Red Cross will create a fundraising page on CrowdRise, an online fundraising website, where they can upload personal pictures and post details about why they are supporting the organization. Fundraisers will then send message to their friends, family, co-workers, neighbors, etc. that includes a link to their fundraising page and ask for donations. Messages are often sent by email and social media.
Fundraisers are able to see donations that are made to their page, post updates to their supporters and even create a team and recruit additional fundraisers to join them. One key concept of p2p fundraising is to spread support through the fundraiser’s contacts, helping expand the reach of a cause beyond the organization’s usual audience.