The 2024 P2P Benchmark Report revealed more than just the Top 30 fundraising programs across the U.S. and Canada—it offered a clear snapshot of the industry’s momentum.

In 2025, we saw more reporting programs than ever before, and overall revenue isn’t far off from the all-time high set back in 2013. But here’s the twist: while the number of programs is up, average revenue per program? It’s only slightly higher than the early post-pandemic years.

So, what’s going on? The short answer: diversification is driving the industry forward—and that’s a good thing.

We’re seeing it unfold in two important ways:

Horizontally – Across Your Missions
Where a community might’ve once rallied around a single event for your cause, there could now be ten—hosted by different nonprofits, all tapping into similar passions. This broadening reflects just how accessible and attractive peer-to-peer fundraising has become.

Vertically – Within Your Organization
Gone are the days of relying on just one big walk or ride. Today’s successful organizations are building layered portfolios with DIY campaigns, endurance events, livestreams, and more—meeting donors where they are and giving them more ways to engage.

So what does this mean for you? Peer-to-peer fundraising continues to thrive. New players are entering the space every year, while veteran organizations are getting smarter and more strategic—investing in innovation and expanding their reach.