Study: New Peer-to-Peer Fundraising Initiatives Surge, Many Established Programs Struggle
While 11 of the 20 largest peer-to-peer fundraising programs reported revenue declines in 2014, most of the programs that fall outside of the top 20 reported growth last year. In fact, eight of the 10 programs ranked 21-30 on the Peer-to-Peer 30 list reported increases in 2014.
Four programs in the top 30 grew by more than 30 percent: Memorial Sloan Kettering's Cycle for Survival, an indoor stationary bike program, was up nearly 43 percent, The ALS Association's Walk to Defeat ALS was up 36.3 percent, The American Foundation for Suicide Prevention's Out of the Darkness Walks was up 32.4 percent, and the American Heart Association's Jump Rope for Heart/Hoops for Heart youth programs were up 31.6 percent.
"Whatever the activity they focus on, nonprofits trying to grow their peer-to-peer fundraising programs must invest in attracting, training, and motivating staff and volunteers, leveraging storytelling and smart marketing to communicate effectively, and giving participants the tools, coaching, and support they need to fundraise," said Hessekiel, whose group has been collecting this benchmarking data since 2007.
The Peer-to-Peer Fundraising Thirty is based on survey responses from professionals who manage major peer-to-peer fundraising programs and publicly available data.