2020 Blackbaud
Peer-to-Peer
Fundraising Study

The Ultimate Source of Event Fundraising Data

The Blackbaud Peer-to-Peer Fundraising Study is making its eleventh appearance on the desks of P2P fundraisers. 2020 was a year like none of us have experienced. With little warning and without any training in “pandemic-affected P2P fundraising,” you soldiered on and continued the necessary work needed to support your critical missions.

The data highlighted in this Study represents a careful analysis of 687 organizations that produced 31,035 peer-to-peer (P2P) fundraisers from January 1, 2019 through December 31, 2020. More than 9.4 million people combined to raise over $1.3 billion during that two-year period.

The Pandemic Balancing Act

In March 2020, pandemic-related shutdowns swept the world and in-person events were forced to adapt. As we watched April and May pass, nonprofits came to accept (some slower than others) that large-scale public gatherings would not be permitted for the rest of the year. Due to a rapidly increasing rate of infection, local restrictions, and widespread uncertainty about the future, all in-person events were either cancelled, postponed, or “went virtual”.

It’s important to note that the category assigned to campaigns throughout this report reflects the categories they fit into prior to the pandemic. For example, an event that was originally a two-day cycling event but became an at-home or virtual event in 2020 was categorized as a cycling event.

Key Findings

Explore below for the highlevel findings of 2020. For a more detailed analysis, download the full Study.

The rise of Virtual or "DIY"
New and creative virtual-only campaigns will help to chip away at the loss of in-person events but will not replace all that was lost from in-person campaigns, especially as campaign competition increases.
Online fundraising is up, but participation is down
Overall, the online fundraising average was up 35% year-over-year, but teams were not as large, and participants simply did not return for the DIY live-stream style event.
2020 saw an increase in "self-donors"
There was an 11% increase in the percentage of participants who made personal donations to their efforts. This year, participants were more compelled by the opportunity to make a personal difference in the cause they are supporting.
Returning participants are more important than ever
On average, returning participants raised 147% more than new participants. Given the number of participants lost in 2020, a renewed focus must be given to lapsed participants from 2019.
Record-breaking levels of online crowdfunding
2020 signified a tremendous amount of growth and maturity in online giving. With 12.9% of total fundraising from online sources, this was the highest percentage ever for online giving and marks an important milestone.
Facebook Fundraisers more popular, but less in average raised.
A larger percentage of participants created Facebook Fundraisers (up 60%). However the Average Raised on Facebook Per Facebook Fundraiser was down 16%.

2020 BENCHMARKING DATA

Use our interactive benchmarking tool to evaluate your own organizations performance for the year. Compare the health of your programs and discover new areas for growth.

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INSIDE THE BLACKBAUD
PEER-TO-PEER FUNDRAISING STUDY

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

  • Overall Trends
  • Event Breakdowns
  • Top-Level Fundraising Metrics
  • Global Crowdfunding
  • Facebook Fundraising
  • A Look Forward
  • 2021 Data-Driven Recommendations

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 solutions@Blackbaud.com.

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