Starting Over - P2P Acquisition Program

Founded to support individuals impacted by the criminal legal system and their families across Southern California,  Starting Over, Inc. has grown to serve as a comprehensive resource through multiple program areas including Participatory Defense, reentry support, housing assistance, and civic engagement. In the aftermath of the 2022 midterm elections, when foundation priorities shifted and the funding landscape became increasingly uncertain, the organization needed a path to sustainable, unrestricted revenue that would allow them to respond to community needs regardless of external funding fluctuations.

Overview

Starting Over, Inc. is a California-based nonprofit serving individuals impacted by the criminal legal system and their families through multiple program areas including Participatory Defense, the FREE (Formerly incarcerated Reentry Empowerment) Project, All of Us or None (AOUON), reentry programs, and housing support. Despite the breadth and impact of their programming, the organization relied heavily on foundation grants and government contracts, leaving them vulnerable to funding shifts and unable to respond nimbly to emerging community needs.

In early 2022, with support from a $10,000 grant from the Progressive Multiplier Fund, Starting Over launched their first Peer-to-Peer fundraising initiative. The P2P model empowered staff members across all program areas to leverage their personal networks, tell authentic stories about their work, and invite supporters to invest directly in the programs they cared most about—building unrestricted revenue and a foundation of individual donors with personal connections to Starting Over's mission.

Key Strategies & Tactics

• Staff Fundraiser Identification and Activation: Recruited 5 staff members from across program areas to serve as peer fundraisers, engaging them to identify potential donors within their personal and professional networks. Starting Over also provided training and support to help staff overcome hesitation about asking for money by framing fundraising as an extension of the organization's mission.

• Strategic Planning and Infrastructure Development: Developed comprehensive materials for each fundraiser such as customizable email templates and messaging that staff could personalize when reaching out to their networks.

• Multi-Channel Campaign Launches: Starting Over launched their first P2P campaign in the fall of 2022 with targeted asks to staff personal networks. They prioritized personal outreach, but also amplified their campaigns over social media.

• Program-Specific Storytelling: Developed distinct narratives and visual materials for each program area, allowing donors to direct support to specific initiatives, highlighting tangible program needs such as court transportation costs, client emergency assistance, book funds for incarcerated individuals, and created authentic stories featuring the daily impact of each program on community members' lives.

Lessons Learned

Personal Outreach Drives the Most Revenue: The data was unequivocal—personal, one-on-one asks generated significantly more revenue than email solicitations. Of the $9,045 raised, $8,200 (91%) came through personal outreach compared to just $845 (9%) from email campaigns. This demonstrated that relationship-based fundraising, where staff made direct personal appeals to individuals in their networks, was far more effective than broader digital outreach. The personal connection and ability to have conversations about the work made donors more likely to give and to give larger amounts.

Infrastructure Investment Pays Dividends: The time invested in creating email templates, designing graphics, and developing clear solicitation plans made it easier for staff to participate as fundraisers. Having professional, ready-to-use materials reduced barriers to entry and allowed staff to focus on relationship-building rather than content creation. This infrastructure became reusable assets for future campaigns.

Building Momentum Takes Time: Launching two campaigns within the grant period allowed Starting Over to test, learn, and refine their approach. The experience gained from the year-end campaign informed improvements to the spring effort. This iterative process demonstrated that P2P fundraising is not a one-time event but an ongoing practice that improves with repetition and relationship-building over time.

The Multiplier Effect

Impact

Starting Over's first P2P campaign raised $9,045 in flexible, unrestricted funding that can be used immediately to meet urgent needs like emergency assistance, court transportation, and work-related support. This kind of funding allows the organization to act quickly without waiting for grant approvals or navigating restrictions. It also creates stronger accountability, as donors can clearly see how their contributions support specific programs, deepening their connection to the work.

Just as important, the campaign helps reduce reliance on unstable funding sources like grants and government contracts. By building a base of individual donors connected to staff and programs, Starting Over is creating more reliable, renewable support. As the organization works toward its $15,000 annual goals, it is laying the foundation for long-term financial independence and growing a committed community invested in advancing dignity and opportunity for system-impacted people.