Data Boost

Peer-to-Peer Data Boost

Congratulations — you’ve found it!

P2P DATA BOOST is your one-stop source for the stats that will help you better understand the field, create more impactful presentations to share with colleagues and achieve greater program success.

Take a look at the statistical highlights we’ve gathered below.   Then use the provided links to dive deeper into the source data.

Have an idea to share about research that should be included in Data Boost? By all means, please email us.

 

Peer-to-Peer Fundraising at a Glance

It wasn’t long ago that peer-to-peer fundraising was a tactic that was embraced by only a small subset of North American nonprofits. Today, it is embraced by nearly a third of all organizations and has become the most popular tactic for reaching donors.

No. 1 — Rank of peer-to-peer fundraising as a tactic that has prompted donors to give to charity. (Source: YouGov 2019 poll)

39% — Of Americans who say they’ve donated to charity based on a request from a friend or family member. (Source: YouGov 2019 poll)

38 — Average age of peer-to-peer fundraising participants. (Source: Social Fundraiser Study)

33% — Percentage of nonprofits worldwide who are using a peer-to-peer fundraising platform. (Nonprofit Tech for Good: 2019 Global NGO Technology Report)

25.1% — Retention rate for all peer-to-peer participants. (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

 

Fundraising by Large Peer-to-Peer Programs

The Peer-to-Peer Fundraising Thirty surveys the largest P2P programs in the country, providing the most comprehensive annual data about individual campaigns.

$1.39 billion — Amount raised in 2018 by the top 30 U.S. peer-to-peer programs. (Source: Peer-to-Peer Professional Forum: 2018 Peer-to-Peer Fundraising Thirty)

6.3 million — Number of people who took part in one of the 30-largest peer-to-peer fundraising campaigns in 2018. (Source: Peer-to-Peer Professional Forum: 2018 Peer-to-Peer Fundraising Thirty)

2.7% — Decrease in fundraising by the top 30 U.S. programs from 2017 to 2018. (Source: Peer-to-Peer Professional Forum: 2018 Peer-to-Peer Fundraising Thirty)

 

Fundraiser Behavior

Return fundraisers are incredibly valuable for peer-to-peer campaigns — but it isn’t often easy to get them to come back. Fewer than one in five P2P fundraisers return to raise money for the same organization.

Avon Walk

Creative Commons photo by Margi Levin via Flickr

$501 — Median amount raised by return fundraisers. (Source: Classy — The State of Modern Philanthropy 2019)

$222 — Median amount raised by one-time fundraisers. (Source: Classy — The State of Modern Philanthropy 2019)

14% — Percentage of peer-to-peer fundraisers who become fundraisers again for the same organization. (Source: Classy — The State of Modern Philanthropy 2019)

$4,425 — Average amount raised by individuals who participate in the same peer-to-peer program for at least five consecutive years. (Source: The DonorDrive State of Fundraising Report)

18% — Average increase in the amount of money raised each year by returning P2P participants. (Source: The DonorDrive State of Fundraising Report)

80% — Share of P2P event participants who raise $0 for campaigns that do not require a minimum fundraising threshold. (Source: The DonorDrive State of Fundraising Report)

47% — Share of peer-to-peer fundraisers who send personal thank you notes to those who donate. (Source: OneCause Social Fundraiser Study)

59% — Share of peer-to-peer fundraisers who reported accessing their participant page through mobile devices.(Source: OneCause Social Fundraiser Study)

53% — Share of peer-to-peer fundraisers who reported accessing their participant page through a desktop computer.(Source: OneCause Social Fundraiser Study)

 

Facebook and Social-Media P2P Fundraising

Peer-to-peer fundraising through Facebook has exploded in recent years. Today, roughly two in five participants are using Facebook to solicit donations — a share that will likely continue to grow as nonprofits become more sophisticated in teaching their fundraisers to use the platform effectively.

$2 billion — Amount raised on Facebook for U.S. charities through peer-to-peer fundraising, from 2014 through September 2019 (Source: Facebook)

$1 billion — Amount raised on Facebook for U.S. charities through birthday-themed fundraisers, from 2014 through September 2019 (Source: Facebook)

45 million — Number of people who have hosted or contributed to a fundraiser on Facebook. (Source: Facebook)

$1.77 — Amount raised through Facebook for every $100 raised online in 2018 (Source: M+R Benchmarks)

$302 — Average amount raised on Facebook by cycling participants. (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

$304 — Average amount raised on Facebook by endurance participants. (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

40% — Share of peer-to-peer fundraising participants who used Facebook to solicit donations. (Source: Social Fundraiser Study)

 

Do-It-Yourself Fundraising Campaigns

Do-it-yourself campaigns represent one of the fastest-growing segments of peer-to-peer fundraising — giving supporters the opportunity to design their own fundraising campaigns on behalf of their favorite causes.

8% — Share of all peer-to-peer fundraising campaigns that are classified as do-it-yourself (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

66 — Average number of annual participants in DIY programs (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

$604.30 — Average amount raised per DIY fundraiser (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

46% — Average retention rate for DIY campaigns. (Source: The DonorDrive State of Fundraising Report)

$16,111 — Average amount raised per event. (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

 

Cycling Campaigns

Cycling campaigns have been a P2P staple for decades — and it’s easy to understand why. Cycling participants are more likely to raise money — and become return participants — than those who participate in other traditional P2P campaigns.

46 — Number of U.S. single-location cycling events that raised $1 million or more in 2018 (Source: Cadence Sports Million Dollar Club survey)

61% — Of all cycling campaign participants are men. (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

$706.50 — Average amount raised per cycling participant online (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study

$97.01 — Average online donation amount by cycling campaign participants (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

46.8% — Percentage of cycling participants who self donate (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

$153.70 — Average self-donation by cycling participants (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

42.5% — Retention rate of cycling participants (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

 

Endurance Campaigns

Endurance campaigns provide supporters who want to challenge themselves in events like marathons and triathlons to give back to their favorite causes.

Photo by Gregory Regalado

$329.27 — Average amount raised per endurance participant online (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study

$985.32 — Average online donation amount per endurance participant (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

26.1% — Percentage of endurance participants who self donate (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

$136.25 — Average self-donation by endurance participants (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

27.7% — Retention rate for endurance participants (Source: 2019 Blackbaud Peer-to-Peer Fundraising Study)

Source Data

Looking to dig deeper? Here is a collection of key reports that are useful to peer-to-peer fundraisers who are looking to gain greater insights into industry best practices and benchmarks.

2019 Blackbaud Peer-to-Peer Fundraising Study

Source: Blackbaud

Summary: An analysis of more than 17,400 peer-to-peer fundraising events at 281 U.S. and Canadian nonprofits.

 

Cadence Sports Million Dollar Club

Source: Cadence Sports

Summary: An annual survey of cycling programs that raise $1 million or more annually.

 

The DonorDrive State of Fundraising Report

Source: DonorDrive

Summary: An annual report that provides data, case studies, and thought leadership around fundraising trends.

 

2019 Global NGO Technology Report

Source: Nonprofit Tech for Good

Summary: A biennial research project that seeks to show how nonprofits worldwide are using technology.

 

M+R Benchmarks Study

Source: M+R

Summary: An annual study of online giving habits.

 

The Peer-to-Peer Fundraising Thirty

Source: Peer-to-Peer Professional Forum

Summary: An annual survey of the 30 largest U.S. peer-to-peer fundraising programs.

 

People Raise Over $2 Billion For Causes on Facebook

Source: Facebook
Summary: A September 2019 news release spotlighting trends in do-it-yourself fundraising through Facebook.

 

Social Fundraiser Study

Source: OneCause

Summary: The online survey of more than 1,100 social fundraisers between July 11-26, 2019

 

The State of Modern Philanthropy 2019

Source: Classy

Summary: A downloadable report that explores the behavior of new versus returning fundraisers.

 

The UK’s 25 Biggest Charity Mass Participation Events

Source: Massive

Summary: An annual survey of the 25 largest peer-to-peer fundraising programs in the United Kingdom.

 

YouGov

Source: The YouGov Omnibus

Summary: A November 2019 poll of more than 1,200 U.S. adults