A Peer-to-Peer Giving program is one in which individual donors invite their friends, co-workers and contacts to participate through direct communication. Typically, a peer-to-peer giving program utilizes software where “asks” are made via email or social media.
In a workplace giving context, traditional giving programs like an annual workplace giving campaign were marketed “top down”, via a request to give from the CEO or other prominent leader in the company. Peer-to-peer breaks the top down or vertical chain of communication, instead enabling horizontal communication between peers. Early workplace giving efforts to support peer-to-peer giving focused within the company employee base. More recently, however, interest has grown for peer-to-peer giving solutions that enable the company to sponsor the giving campaign, but allow communications or “asks” to include friends, family, suppliers, corporate partners, customers, etc.