Peer-to-peer fundraising programs raised $1.17 billion in 2025 as participation climbed for the second straight year. But even as growth stabilizes, headcounts remain far below pre-pandemic highs — raising strategic questions for 2026 planning.
Marcie Maxwell
Amanda L. Cole is the editor-in-chief of NonProfit PRO. Contact her at acole@columbiabooks.com.
Nhu Te is the former editor-in-chief for NonProfit PRO.
At Peer to Peer Advanced, Marcie Maxwell is delivering a presentation titled, “Peer-to-Peer: Relationship Campaign or Marketing Campaign?” where she will draw on her deep experience at St. Jude Children’s Research Hospital and Make-A-Wish America to help define the power that drives peer-to-peer campaigns.
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