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Your Ultimate Source for Fundraising Data

what’s next for event fundraising?

The Peer-to-Peer Fundraising Study is here, and it's better than ever. This year's Study is more detailed than ever before and is the preeminent Study of its kind in peer-to-peer fundraising. We've collected and analyzed peer-to-peer fundraising stats from 171 different organizations, which collectively hold 16,855 events across the United States and Canada, with 10.9 million participants raising over $1.23 billion online.

We draw on never-before-published event data and input from peer-to-peer prophets like Otis Fulton, and then give you a breakdown of the year's major trends, biggest wins, and hurdles we as fundraisers have had to face.

The Peer-to-Peer Fundraising Snapshot

The Study is primarily organized by the type of event. Every event is different, and whether you're talking the type of people who participate and what motivates them or the most effective fundraising strategies, use this Study to help plan your next fundraising season.

by the numbers

Here are a few of the high-level findings.
Download the full Study to dive deeper into the numbers.

Key Findings and Trends

Here are a couple highlights. Find more takeaways in the full Study.

It's quality over quantity.
Participation rates in traditional peer-to-peer fundraising declined from 2015 to 2016; however, the fundraising value of those participants is growing across almost all event types.
Just 3% of 5K participants are responsible for 65% of the donation revenue.
A small percent of “star” fundraisers accounts for the majority of event revenue. And 13% of walkers bring in 84% of event donation revenue. With participant numbers declining, it’s more essential than ever to retain star fundraisers...and to coach up new star fundraisers.
Cyclists outperform participants from all other event categories.
They raise more money, attract more and larger gifts, and use online tools more often and more effectively.
Participants who send emails can raise between two and eleven times more.
They raise more than those who do not use email tools. When participants use the online tools given to them, they raise more money.
Women sign up in greater numbers.
They lead more teams and raise more money than men in every peer-to-peer category except Cycling. Expect to see five women for every two men in your Walks and 5Ks.
Team captains and team members do the heavy lifting.
In Cycle events and 5Ks, teams raise 85% and 76% of donation revenue, respectively. In the Walk category, 91 cents of every dollar raised comes from teams.


Download the Study today to get insight and detailed performance data covering:

  • Fundraising Status and Performance by Individuals
  • Loyalty: The Importance of Retention
  • Participant Engagement
  • Gender and Peer-to-Peer Fundraising
  • Team Performance
  • DIY Fundraising and Non-Traditional Events
  • A Closer Look at Canadian Trends

Can't get enough? Our team of peer-to-peer fundraising experts will work with you to create your own personalized benchmark review. Email us at

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