Will 2024 P2P Follow Pre- Or Post-Pandemic Trends?

Measuring the effectiveness of peer-to-peer fundraising events has long relied on the “fundraiser activation rate” – the percentage of participants who raise $1 or more. Yet, navigating the rollercoaster of P2P benchmarks in recent years has made leveraging this metric as a budgeting tool increasingly challenging.

As spring events draw to a close, fall initiatives gear up and the 2025 budgeting season looms, it’s wise to explore alternative data points to measure today’s success and plan for tomorrow’s.

Emphasize Team Metrics: Teams play a pivotal role in peer-to-peer fundraising success, and analyzing their performance metrics is equally as important as those of individuals. Evaluating the percentage of active fundraising teams and their progress towards stated goals can offer valuable insights to better inform and empower your staff to coach their teams to success.

Set Concrete Number Goals: As event participation grows, the sheer volume of participants can alter the landscape of your fundraising goals. While the fundraiser activation rate may fluctuate, a larger participant pool can still lead to growth in total fundraisers. Establishing numerical targets alongside percentages can ensure a comprehensive approach to attaining your goal.

Review Benchmark History: Relying solely on a single year’s performance to set budgetary goals might not set you up for success, especially during times of inconsistency. Looking back at your own data trends from the past several years – both pre-pandemic and post – can provide a more accurate foundation for forecasting future growth.

While the full scope of industry trends for 2024 is yet to unfold, it’s never early to reevaluate your data and goals from fresh perspectives.