Peer-to-Peer Professional Forum

Peer-to-Peer Fundraising

PEER REVIEW BLOG

Every Data Point Has a Strategy

The 2025 P2P Benchmarking Study revealed that the top 30 peer-to-peer programs in the United States grew by 3%. That kind of steady growth matters. It reflects resilience, consistency, and a strong foundation.

But if we want to turn that steady growth into something exponential, we have to understand what’s driving it. It’s not one breakthrough idea or a single big initiative. It’s the result of many individual data points working together, each shaped by intentional strategy and contributing to the bigger picture.

Every data point has a strategy.

Average gift size.
Average number of donors.
Average fundraiser activation rate.
Average revenue per fundraiser.

Each of these metrics has its own levers, and each one is influenced by how we show up across our technology, our coaching, our messaging, our data and the incentives and experiences we create.

None of this is new. These are the fundamentals of peer-to-peer fundraising. But knowing them and fully executing on them are two very different things.

So the real question isn’t whether we know these metrics. It’s whether we’re actively optimizing each one.

Are our tools fully configured?
Are our messages and incentives driving the right behaviors?
Are we using data to guide decisions in real time?
Are we showing up with intentional, consistent outreach?

Because when each of these pieces works together, something powerful happens.

Small gains start to compound. Progress builds. And that steady 3% growth becomes a launchpad for something much bigger.

Here are four key areas where small, intentional shifts can drive meaningful results.

Grow the Average P2P Gift Size

Increasing the size of each gift is one of the most powerful ways to grow revenue. When the experience is designed with intention, donors are often ready to give more than we expect.

Growing your average gift isn’t about pushing harder. It’s about guiding donors toward amounts that feel meaningful, connected to impact, and within reach.

  • Are you optimizing your donation arrays?
    Review performance regularly to see where donors cluster and drop off, how gifts vary by event market and audience, and how they compare to past giving. Adjust and test accordingly. This helps surface amounts that feel familiar, relevant, and within reach.
  • Are you using social proof thoughtfully?
    A simple line like “Last year’s donors gave $75 on average” can shift perception instantly. It gives donors confidence that their gift aligns with others and reminds them they’re part of something shared.
  • Are you connecting every ask to impact?
    Instead of just listing gift amounts, show what those dollars do. Whether it’s meals provided, services funded, or lives impacted, clarity builds connection. When donors see what their donation can do, they’re more likely to give at a higher level.
  • Are you making it easy to give larger gifts?
    Remove friction wherever you can. Offer options like donor-advised funds and keep the experience simple and mobile-friendly. When someone is ready to give more, the path should feel effortless.
  • Are you modeling higher asks in coaching?
    Fundraisers follow what they see. When you include higher mission-connected asks in your coaching, those numbers start to feel normal. Confidence grows and so does the generosity they inspire.

Grow the Average Number of Donations per Fundraiser

Fundraising success is empowering. As fundraisers see their number of supporters grow, their energy builds and they lean in. They make another ask, set a new goal, and reach new people.

With the right strategies, tools, and encouragement, you can show them what’s possible and help that momentum grow across your entire community.

  • Are you using social proof to show what’s possible?
    Highlight how many donations others are receiving to set a clear benchmark. When fundraisers see peers reaching 10, 15, or 20 donors, it reframes what feels achievable and encourages them to stretch further.
  • Are you promoting matching gifts and monthly giving options?
    Make it easy for fundraisers to unlock more gifts through the right tools and messaging. Highlight employer matching gift opportunities and guide participants to check eligibility, doubling impact without extra asks. Pair this with monthly giving to add recurring gifts and grow overall volume.
  • Are you recognizing and incentivizing based on the number of gifts?
    Celebrate progress based on the number of gifts, not just dollars raised. Badges, milestones, and small rewards tied to donor count create clear goals and steady momentum. Recognizing fundraisers for reaching 5, 10, or 20 donors keeps them engaged and focused on growing their community.
  • Are you running gift-based challenges?
    Be specific in your coaching asks. A challenge like “Reach 10 donors to unlock a match” or “Get 3 donors in the next 3 days” gives fundraisers a clear target and sense of urgency to rally their networks.
  • Are you celebrating donors publicly?
    Recognition fuels participation and helps drive more gifts. When donors are acknowledged in visible ways, it not only makes them feel valued, but also signals momentum. As more names appear, others are inspired to join in, helping fundraisers grow their total number of donors.

Grow the Fundraiser Activation Rate

Getting fundraisers from registration to their first gift is one of the most important moments in the P2P journey and often one of the scariest for first-time participants. But once that first donation comes in, confidence builds and fundraisers are far more likely to keep going.

It’s our job to provide fundraisers with everything they need to get started: the tools, the messaging, the confidence, and a clear step-by-step process that makes taking the first step feel easier.

  • Are you equipping team captains to lead fundraising efforts?
    Strong leaders set the tone. Give captains the tools, coaching, and messaging they need to encourage their teams to fundraise early. When they lead by example and bring their own sense of motivation, competition, or friendly peer pressure, they create momentum and help others see what’s possible.
  • Are you emphasizing the importance of a personal donation?
    Clearly explain the impact of a personal gift during registration and how it builds credibility and early momentum, making it easier to invite others to give. Have a targeted follow-up plan for those who skip this step so they don’t miss that first opportunity.
  • Are you clearly setting the expectation to fundraise?
    Position participation as “register and fundraise,” not just signing up. This creates a clear and immediate expectation and helps fundraisers take action sooner.
  • Are you leveraging fundraiser-only experiences?
    Beyond standard incentives, offer moments that feel exclusive and motivating, like VIP access on event day, insider content, or unique invitations. Promoting these opportunities creates a sense of FOMO and encourages fundraisers to take that first step.
  • Are you building a focused coaching journey for non-fundraisers?
    Use email, SMS, and other channels to guide participants toward their first donation with clear, simple next steps. Keep them on a separate communication path until that first gift comes in so messaging stays focused, relevant, and easy to act on.

Grow the Average Raised Per Fundraiser

When each participant raises more, your program becomes more sustainable and impactful. It’s not just about increasing totals, it’s about helping fundraisers see what’s possible and giving them the support to reach higher.

With the right guidance, goal-setting, and timely nudges, you can build confidence and encourage fundraisers to keep stretching.

  • Are you using progress-based, dynamic coaching?
    Use timely nudges like “You’re $25 away from your goal” alongside messaging tailored to each fundraiser’s progress and behavior. When guidance reflects where they are and what’s next, it creates momentum and makes the next step feel achievable.
  • Are you making goal-setting an ongoing conversation?
    Have direct conversations with team captains and fundraisers to set goals and understand motivations. Follow up regularly to revisit and refine goals. These touchpoints help fundraisers adjust, stay motivated, and feel supported.
  • Are you tying goals to mission impact?
    Help fundraisers connect their goals to real outcomes. Similar to donation arrays, offer suggested targets based on impact so they can see what their efforts make possible.
  • Are you using past performance to inspire higher goals?
    Share average fundraising benchmarks and remind returning participants what they raised last year. These reference points help fundraisers see what’s possible and aim higher.
  • Are you creating opportunities for top fundraisers to compete and engage?
    Create experiences that challenge and recognize top fundraisers and separate them from the pack. Use leaderboards, advanced challenges, and exclusive stewardship moments to fuel friendly competition and motivate high performers to push further.

Bringing It All Together

When you look at these strategies side by side, something becomes clear. Growth doesn’t come from one big change. It comes from many intentional, human-centered improvements working together.

Each gain compounds. Each improvement strengthens the experience for your fundraisers and donors. And each step forward builds a more connected and energized community.

That’s where the real opportunity lives. And you can unlock it when you support every data point with a clear, intentional strategy.