Peer-to-peer fundraising stats you can bank on in 2017

Peer-to-Peer Fundraising Best Practices February 8, 2017 By Kevin Wolfe

At DonorDrive, we regularly pore through a massive volume of data from our clients to spot the big trends in peer-to-peer fundraising. We thought we’d share some stats from our State of Peer-toPeer Fundraising Report 2017 that will definitely help you in your fundraising decisions for 2017.

Millennials are excellent fundraisers

Millennials are credited with being the most passionate generation to date, but still many organizations struggle with harnessing that passion. Millennials (especially younger ones) want to give through service. This makes them ideal participants for events and great fundraisers for your organization. What might be surprising is that when Millennials ask for donations, they’re not getting them from fellow Millennials.

69% of dollars raised by Millennials come from older generations.

And though we keep hearing that Facebook is dead for young people, they certainly are using it to fundraise.

90% of dollars raised by Millennials through social media come from Facebook.

And their donors are engaging with them more over social. A survey of where donors first heard about events that the Millennials they gave to were participating in, more heard about it through social media than email.

45% first heard about the event through social media.
36% heard through email.
19% heard word of mouth.

While the word of mouth communication percentage may seem low, it’s because Millennial fundraisers are often no longer in the same city as their parents, grandparents and other older donors.

Social media grows in dollars generated

Social fundraising is not just for young people. All generations have embraced fundraising and giving through peer-to-peer links in social updates. Dollars received directly through social links in DonorDrive have increased 81% since 2012. When you factor in social involvement, 1/3 of event dollars come directly through social or are touched by social during the donation process.

24% of all dollars came directly through a social link.
11% of all dollars came from donors who clicked a social link previous to donating.
Social plays a role in 35% of all dollars.

And maybe more importantly, almost half of donors get dollars from their ask over social media.

46% of all peer-to-peer event participants received dollars through social media.

Social continues to play a bigger and bigger role in peer-to-peer fundraising and we can expect that trend to continue.

How better fundraisers do it

We took a close look at event participants who are fundraising more than participants who are performing lower than the fundraising average. In examining what makes these better-than-average fundraisers successful, we verified that they’re doing some basic best practices:

  • Telling their story on their fundraising page (more than twice as often)
  • Sending their emails through DonorDrive’s advanced email tools (and sending four times more emails)
  • Connecting their social media accounts in DonorDrive for easier social interaction with donors (84% more of the time) 
  • Opting for DonorDrive's motivating text alerts about their fundraising achievements (and raising 60% more as a result)

By doing these things, they’re having a big impact:

1/4 of participants are doing better than average fundraising.
These participants raise 3/4 of the money.

Getting just a few more of your fundraisers to engage in the activities of the better-than-average group can have a big impact on event success.

Why you need DIY

Supporters now expect that your organization offers DIY or fundraise-your-way campaigns as an option for them to support you. If you don’t offer them, it’s pretty much guaranteed that you’re losing money from supporters who may look elsewhere for causes similar to yours that offer a DIY option. Generally those supporters that start their own DIY fundraiser are your more committed supporters. When compared to an event participant:

The average DIY donations is 67% more than the average event donation.
For every donation an event participant gets, a DIY campaigner gets four.
The average DIY campaign raises 541% more than the average participant.

And the best news is that many who start their own DIY campaigns are event participants as well.

These stats are from our State of Peer-to-Peer Fundraising 2017 Report. You’ll also find many more great statistics as well. The report is available free.