In marketing, terms like “share of voice” and “share of wallet” help measure a brand’s impact—how much of the conversation they control or how much of a customer’s spending they capture.

But in peer-to-peer fundraising, a new metric is emerging: share of community—the percentage of people directly impacted by a cause who are actively engaged as part of the P2P ecosystem.

At last month’s P2PForum25, this concept took center stage through powerful examples from leaders in the field.

Jonathan Harris of Team to End AIDS shared that his team has shifted focus. Rather than casting a wide net across Chicago for their marathon program, they’re asking more intentional questions:

“What percentage of people living with AIDS in Chicago are connected to our mission and participating in our events? How do we deepen those relationships and create a team that feels safe, seen, and supported?”

A similar approach came from Meghan Gavin at the American Diabetes Association. With over 83 million Americans living with diabetes, their goal isn’t simply to attract the general public—it’s to reach the people most affected:

“How many of those 83 million are engaged with us? How are we activating them and making them feel part of something bigger than themselves?”

The takeaway? Growing your share of community isn’t about reaching everyone—it’s about building deeper, more meaningful connections with the people who already care the most.

So here’s the question: What’s your share of community—and how are you working to grow it?