Peer-to-Peer Fundraising: A Strategic Powerhouse for Nonprofits

Peer-to-Peer Fundraising: A Strategic Powerhouse for Nonprofits

Peer-to-peer (P2P) fundraising represents far more than charity walks and fun runs – it’s a multi-billion-dollar fundraising powerhouse that deserves strategic attention from nonprofits of all sizes. Recent years have witnessed an impressive rebound in P2P programs from pandemic lows, engaging millions of supporters across generations in increasingly creative ways. This article explores why P2P fundraising merits consideration as a strategic revenue stream, supported by recent statistics from 2023–2025 across the US, Canada, and Australia, and examines how innovation continues to drive its growth. We’ll also highlight emerging P2P campaign formats and discuss the risks of maintaining the status quo, drawing on STella’s team’s 17+ years of experience with projects like Heart & Strokes’ Jump Rope for Heart, WWF’s CN Tower Climb, Leukemia & Lymphoma Society of Canada’s Light the Night, and Cystic Fibrosis’ Walk to Make Cystic Fibrosis History, etc.

P2P Fundraising by the Numbers (2023–2025)

The scope and momentum of P2P fundraising continue to impress. In the United States, the top 30 peer-to-peer programs collectively raised $1.14 billion in 2023, marking the fourth consecutive year of growth¹ following the 2020 pandemic-induced decline. These campaigns mobilized approximately 2.5 million participants, representing a 3.5% increase in participation year-over-year.¹ While overall U.S. P2P revenue hasn’t quite returned to its 2019 peak of roughly $1.37 billion, it continues to climb steadily with modest annual gains.¹

Canadian nonprofits demonstrate particularly impressive results in the P2P space. Canada’s top 30 peer-to-peer programs grew 3.9% in 2023, reaching $194.3 million raised, with an extraordinary 4.7 million participants joining these initiatives.¹ (Remarkably, Canadian P2P events engage nearly twice as many participants as those in the U.S., thanks partly to school-based campaigns that involve youth on a significant scale.) Even with only a slight 0.5% increase in Canadian participation year-over-year, the country’s P2P landscape has returned to “more predictable pre-pandemic trends” and steady growth.¹

Australia hosts several P2P trailblazers that highlight the global influence of this approach. The Movember campaign-which originated in Australia and invites participants worldwide to grow moustaches in November-raised USD $90.2 million in 2023 for men’s health causes.² Since its inception in 2004, Movember has mobilized millions of people across more than 20 countries and raised over $800 million cumulatively.³ Another innovative Australian initiative, the Shitbox Rally, challenges teams to drive aging cars across the outback to fundraise; this event has collected over $50 million for cancer research across 15 years.⁴ These examples demonstrate that peer-driven fundraising thrives globally, from North America’s large-scale charity walks to Australia’s distinctive outback adventures.

Innovation Is Driving Growth in Dollars and Participation

P2P fundraising isn’t growing by chance – innovation and adaptability fuel these gains. Many established events have modernized their strategies and tools to revitalize their supporter base. As Marcie Maxwell of the Peer-to-Peer Professional Forum observed, top programs succeeded by “fine-tuning strategies to keep up with shifting donor behaviors” while maintaining authentic connections with their communities.¹ In practice, this means nonprofits are embracing fresh approaches to make participation more accessible, engaging, and rewarding for fundraisers.

Examples of traditional events experiencing growth through innovation abound:

• The American Heart Association’s Heart Walk maintained its position as the #1 P2P event in the U.S. last year, raising $110 million (up $4 million from the prior year)¹ by consistently investing in participant experience. AHA has complemented its flagship walks with digital tools and school-based youth challenges (like Kids Heart Challenge) to engage the next generation.
• Organizations adopting enhanced fundraising technology have witnessed remarkable results. The National Alliance on Mental Illness introduced a more flexible “Walks Your Way” format and user-friendly fundraising apps-leading to a 59% increase in participation and 12% revenue growth in a single year.⁵ Similarly, Team World Vision incorporated innovative recruitment and coaching techniques, resulting in a 160% revenue increase (to $15.2 million) for its endurance team events.⁵
• Many organizations now provide hybrid options for supporters unable to attend in person. Enabling remote participation through fitness apps, live-streamed ceremonies, or DIY “virtual” challenges has expanded event reach. When the MS Society in Canada transitioned its fundraising cycling series to a new digital platform and strategy, one of its bike campaigns experienced a 52.5% revenue increase in the first year.⁵ By meeting supporters where they are-on their phones and online-traditional walks and rides have attracted new audiences beyond local participants.

These examples reveal a clear lesson: innovation yields results. Nonprofits investing in fresh approaches-whether leveraging technology or reimagining event concepts-are seeing increased participation and fundraising. After all, peer-to-peer fundraising relies fundamentally on people’s enthusiasm; when the experience is engaging, convenient, and meaningful, supporters not only participate but bring their networks along.

Beyond Walks and Runs: New P2P Frontiers

One reason P2P fundraising appeals across generations is its remarkable versatility. The landscape extends far beyond traditional 5Ks and bike-a-thons, with creative peer-to-peer campaigns taking countless forms. Here are several innovative and non-traditional P2P formats gaining momentum:

• Esports & Livestream Fundraisers: Charities increasingly engage online gaming and streaming communities. Extra Life, a 24-hour gaming marathon benefiting Children’s Miracle Network Hospitals, exemplifies this trend. Thousands of gamers fundraise through Twitch and YouTube as they play, often in teams, collectively raising over ten million dollars annually.⁵ Similarly, events like St. Jude PLAY LIVE invite content creators to host charity streams, leveraging entertainment for social impact. These campaigns engage younger supporters (Gen Z and Millennials) on platforms they already enjoy-no running shoes required.
• Augmented Reality Challenges & Scavenger Hunts: Some nonprofits blend fundraising with smartphone-powered adventures. City-wide scavenger hunts where each solved clue generates donations, or AR (augmented reality) fitness challenges with virtual checkpoints for charity, represent innovative approaches. Organizations increasingly use mobile apps to create these interactive experiences, which particularly appeal to families and tech-savvy younger generations. A children’s hospital foundation might design an AR “monster hunt” game for families to play in their neighborhoods, raising funds through pledges. This gamification brings an engaging dimension to P2P fundraising that transcends traditional walkathons.
• Virtual and Hybrid Fitness Challenges: Virtual fitness platforms have created new avenues for P2P engagement. “Hybrid” events allow participants to join physical events or compete virtually from anywhere. During pandemic lockdowns, many organizations demonstrated this concept’s viability with virtual races and rides. One such client was Fighting Blindness Canada where we created a Zwift race where participants were able to virtually cycle with a Canadian Paralympian. The Great Cycle Challenge exemplifies this approach perfectly-a virtual fitness challenge that originated in Australia before expanding to the United States and Canada in 2015 and 2016, respectively. Participants pledge to ride a certain distance (outdoors or indoor) during September to fight childhood cancer. Riders of all ages and abilities cycle “anywhere”-on local roads, trails, or stationary bikes-and log their miles via the event’s app or platforms like Strava or Peloton. This innovative program has raised an impressive $72.6 million in the U.S., $54.3 million in Canada and $44.8 million since their respective inception dates.⁶ Beyond this example, numerous cycling charities host virtual rides where cyclists’ avatars pedal together in real time, often guided by celebrity ambassadors. By offering both in-person and virtual options, nonprofits ensure inclusive participation regardless of location or physical ability.
• Gamified Competitions and Distinctive Challenges: Almost any activity can become a fundraiser with peer sponsorship. People rappel down skyscrapers, grow distinctive facial hair (Movember), shave their heads (World’s Greatest Shave in Australia), or abstain from indulgences (Dry February or Dry July) – all supporting worthy causes. In Australia, the aforementioned Shitbox Rally transforms a road trip in an aging vehicle into an epic fundraiser with its own enthusiastic community.⁴ In North America, events like the Leukemia & Lymphoma Society’s Light The Night gather communities for illuminated evening walks rather than daytime runs, creating a moving, family-friendly experience that resonates deeply. The key insight: Innovation in peer-to-peer fundraising is limited only by imagination. By embracing diverse themes and activities, organizations can inspire virtually anyone-across all age groups-to participate in personally meaningful ways.

The Risk of Standing Still

Conversely, maintaining the status quo without innovation can jeopardize peer-to-peer programs. Organizations that fail to evolve their P2P events risk stagnation, with declining participation and donations over time. Donor fatigue represents a genuine challenge-even the most loyal supporters may disengage if an event fails to adapt to changing preferences and interests.

Unfortunately, several cautionary examples illustrate this risk:

• Multiple once-dominant U.S. peer-to-peer fundraisers have struggled in recent years due to insufficient evolution. Susan G. Komen’s renowned 3-Day Walk, a P2P powerhouse in the 2000s, experienced significant decline following controversy and limited renewal; by 2023, it had fallen to the bottom of the top 30 ranking, and by 2024, it dropped off the list entirely.¹ This demonstrates how even well-established events can diminish without continuous reinvention to attract new participants.
• Stagnation can lead to year-over-year losses, even amid a generally growing P2P market. The Leukemia & Lymphoma Society’s Visionaries of the Year campaign saw a 12% revenue decline in 2023, losing momentum while others gained ground.¹ In Canada, the Cancer Society’s Dry Feb challenge experienced a sharp decline recently-34% less revenue and 44% fewer participants year-over-year¹-as supporters shifted to other initiatives. These declines often indicate that a program requires refreshing to maintain relevance.
• Perhaps the greatest risk of failing to innovate is missing engagement with younger generations. Each emerging generation has distinctive preferences for engagement. Gen Z might show less interest in traditional door-to-door pledge drives or formal running events but enthusiastically embrace a TikTok dance challenge for charity. Without evolving P2P offerings, organizations may inadvertently exclude the very individuals who represent their future donor base. Conversely, thoughtful new concepts can attract young participants rapidly-the ALS Ice Bucket Challenge demonstrated how quickly a fresh idea can capture youth interest and achieve global viral status.

In essence, complacency represents the primary obstacle to peer-to-peer success. Organizations must continuously assess and innovate their P2P campaigns or risk diminishing supporter enthusiasm. Encouragingly, even modest changes-updating fundraising platforms, adding virtual participation options, introducing fresh themes or challenges-can revitalize established events. When organizations embrace innovation, donors and participants notice and respond.

17+ Years in the Trenches: Our Perspective on P2P Evolution

With over 17 years of experience in peer-to-peer fundraising, our digital team has witnessed firsthand how innovation transforms outcomes. We’ve had the privilege of partnering on diverse P2P campaigns-from Heart & Stroke’s Jump Rope for Heart (engaging students in heart-healthy fundraising) to the iconic CN Tower Climb in Toronto (challenging supporters to ascend 1,776 steps for charity), from the luminous celebration of Light the Night walks to the nationwide Walk to Make Cystic Fibrosis History. This extensive experience, spanning both traditional events and unconventional campaigns, has yielded valuable insights:

• Know your community and build on existing strengths: Successful P2P programs preserve the core elements participants value (whether the togetherness of a walk or the personal challenge of a climb) while continuously enhancing the experience. For projects like Light the Night, maintaining the heartwarming tradition of lanterns illuminating the evening sky while introducing festival-style elements and digital engagement to refresh the experience for returning supporters.
• Embrace creative approaches: When growth plateaus, consider introducing new elements. We’ve helped clients conceptualize and implement creative enhancements-whether adding virtual components to established physical events or launching entirely new campaigns to reach different demographics. The result extended beyond increased revenue, but also garnering greater excitement and loyalty toward the cause.
• Integrate technology and strategy: Over the past 17 years, technology has become transformative for P2P fundraising. However, merely adopting the latest platform isn’t sufficient -strategic implementation is essential. At STella!, we guide nonprofits in leveraging tools like mobile apps, AR, and data analytics to enhance their peer-to-peer initiatives. The combination of appropriate technology and thoughtful strategy is what yields measurable results.

Throughout our experience, one principle remains constant: evolving a peer-to-peer program requires collaborative effort. Having experienced partners who understand both the art and science of P2P fundraising provides invaluable support. We’ve enjoyed serving as that partner for numerous organizations – functioning as an extension of their teams while bringing external perspective, creative ideas, and proven practices. Witnessing our clients’ peer-to-peer campaigns flourish year after year represents our greatest satisfaction.

The Bottom Line: P2P Is a Strategic Necessity

Peer-to-peer fundraising has evolved beyond a niche or supplementary approach -it’s now central to how modern nonprofits raise funds and engage supporters. Recent statistics underscore its growing impact, and the diversity of successful campaigns demonstrates that effective P2P strategies exist for every audience, age group, and cause. Whether engaging grandparents in Alzheimer’s walks, college students in charity livestreams, or children jumping rope to combat heart disease, P2P fundraising activates individuals’ passion and networks in unique ways. It creates personal, tangible connections to causes that traditional giving methods often cannot match.

To fully realize peer-to-peer potential, nonprofits should approach it as a strategic program-investing in it, innovating continually, and nurturing its growth – rather than simply repeating familiar events out of habit. This requires staying informed about trends, responding to participant feedback, and demonstrating willingness to iterate. It may also involve recognizing when external expertise could prove beneficial. Just as organizations engage specialists for major donor campaigns or digital marketing, partnering with experienced P2P strategists can elevate results without requiring every lesson to be learned through trial and error.

Ultimately, peer-to-peer fundraising harnesses the power of community. It enables diverse groups to rally around causes, empowers individuals to make unique contributions, and creates enjoyable experiences in the process. When organizations provide supporters with effective platforms and inspiring challenges, the results can exceed all expectations. By approaching P2P with creativity, strategic thinking, and openness to innovation, your next peer-to-peer campaign might become your most successful yet.

Footnotes

¹ Amanda L. Cole, “Top 30 Peer-to-Peer Fundraising Events Accomplish Fourth Straight Year of Growth,” NonProfit PRO, March 13, 2025; Peer-to-Peer Fundraising Top 30 Survey, 2024 – Peer-to-Peer Professional Forum (US and Canada results).
² Movember Foundation – 2023 Financial Highlights, Movember US (Men’s Health charity campaign).
³ “Employees come together to raise $46,432 for Movember,” Stantec, 2024.
⁴ Shitbox Rally (Australia) – Official Site, campaign overview (cancer fundraiser).
⁵ DonorDrive Press Release (2023), “Top 30 P2P Programs and Innovative Growth,” highlighting client successes.
⁶ Great Cycle Challenge, “About Us,” greatcyclechallenge.com, 2024.