The document summarizes key findings from a three-year study of 169 organizations that used Blackbaud's peer-to-peer fundraising platforms. It finds that between 2012-2014 the organizations recruited over 14 million participants and raised over $1.4 billion online. Specific event types like walks, cycles and endurance events are examined in terms of registration numbers, funds raised, and other key performance indicators. The document also provides tips and best practices for improving participant and team engagement and fundraising success based on the data.

1. Are you ready to talk data?

2. About the Study
• Three years of online fundraising data from 169
organizations using Blackbaud’s peer-to-peer
fundraising platforms.
• From 2012 - 2014, these organizations hosted nearly
18,000 events, recruited more than 14 million
participants, and raised more than $1.4 billion online.
• In 2014, the study group organized nearly 5,500
events, recruited more than 4.3 million participants and
raised nearly $434 million online.
Share your takeaways
#P2PStudy

3. Event Types – Traditional P2P
Walks 5ks Cycle Endurance

4. Registration and Revenue Breakdown
#P2PSTUDY

5. Some KPIs
The Peer-to-Peer Fundraising Study uses the
following performance indicators to measure
participant and team performance:
• Percent of participants who fundraise online
• Average amount raised per participant
• Average online donation
• Average number of donations per participant
• Percent of participants who send emails
• Number of emails sent per participant
#P2PSTUDY

6. Talk Data to Me!

7. Data Gonna Make You Jump! Jump!
65.85%
68.04%
14.98%
31.27%
68.66%
67.38%
14.07%
30.74%
68.81%
66.88%
15.99%
31.36%
Cycle
Endurance
5K
Walk
3Yr View: Percent of Participants
Fundraising Online
2014 2013 2012
#P2PSTUDY

8. It Takes Two…To Make a Fundraiser!
#P2PSTUDY

9. Money For Nothing?

10. Keep On Movin’, Don’t Stop, No!
• Participants who make a donation are generally
moved in some way by your mission. Double
down on mission messaging with this segment.
• Using conditionals, make reference to their
donation and encourage next steps. Ex. “Thank
you for making the first step toward fighting
animal cruelty Your fundraising will get us
closer to the finish line.”
• Personally reach out to learn about why they are walking. Thank them
for their donation and offer assistance in taking one additional simple
step (like updating their photo or downloading the mobile app).
#P2PSTUDY

11. $70.34
$70.82
$56.66
$59.12
$76.52
$73.54
$58.90
$62.97
$82.44
$75.15
$61.35
$66.81
$0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 $80.00 $90.00
Cycle
Endurance
5K
Walk
2014 2013 2012
She Works Hard for the Money!
Average Online Donation – Three Year View
#P2PSTUDY

12. Testing…Testing 1, 2, 3…
Amounts
Ascending vs. Descending
Preselected Gift Amount
#P2PSTUDY

13. It’s All About That Bass (or Base)
#P2PSTUDY

14. You Keep Me Comin’ Back For More
Retention efforts do not
start the day after the
event. They start the day
someone registers.
Are you delivering the
best in class:
• Customer service?
• Day of event
experience?
• Segmented, relevant
communications?
58%
44%
40%
33%
57%
50%
33%
30%
56%
45%
36%
28%
0% 10% 20% 30% 40% 50% 60% 70%
Cycle
Endurance
5K
Walk
3yr View: Returning Participants
2014 2013 2012
#P2PSTUDY

15. Message in a Bottle
#P2PSTUDY

16. Email – It’s All About The Benjamins
Average Amount Raised Online
0 Emails Sent 1-15 Emails Sent 15+ Emails Sent
Cycle $279.00 $580.94 $1,394.66
Endurance $87.94 $705.31 $1,655.35
5K $17.71 $215.95 $591.94
Walk $44.43 $248.78 $747.91
#P2PSTUDY

17. Don’t Stop Believin’!
Percent of Email Senders over Three Years
Cycle Endurance 5K Walk
2012
33.3% 30.97% 6.17% 7.8%
2013
32.1% 28.43% 4.50% 6.8%
2014
32.0% 24.22% 5.05% 6.0%
#P2PSTUDY

18. Give a Little Bit
• Start small >> send to 5-10
people, not to “everyone you
know”.
• Share success stories >> but
not overwhelming ones
• Inform participants about
tracking capabilities
#P2PSTUDY

19. Take the Money and Run
#P2PSTUDY

20. We are the Champions!
#P2PSTUDY

21. Get to Know Your Data!
• Interested in seeing how you
stack up to the benchmark?
• We’ll review your fundraising
data, then compare it to the P2P
Study and to peer benchmark
groups based on your online
performance.
• We’ll also look at how you’re
using TeamRaiser and provide
recommendations to make the
most of your online platform.
Request your Personalized P2P
Audit today!
$315
$521 $525 $520
$485
$850 $868 $849
$0
$100
$200
$300
$400
$500
$600
$700
$800
$900
$1,000
Sample Average Online Revenue
Raised per Fundraiser
New Existing
Sample
Org
Cycle
Benchmark
Cohort:
Online
Revenue
Cohort:
Participants

22. Next Up! Teams
It Takes a Team: How Team Performance
Affects Your Bottom Line
Wednesday, July 8 | 2:00 p.m. ET
The Pareto Principle states that for many events, roughly
80% of the effects come from 20% of the causes. As it
applies to peer-to-peer fundraising, we often observe that
20% of participants or teams account for 80% of the
revenue. So, what does this mean for your events?
This concept has become a favorite among peer-to-peer
fundraisers as it helps us prioritize our time and resources
around those who will have the biggest impact on the
bottom line. But, there’s one problem—sometimes we don’t
know which teams have the most potential for success. So,
we’re left making educated guesses.
This webinar will take you into The 2014 Blackbaud Peer-to-
Peer Fundraising Study to help you make those decisions.
We’ll cover the following:
• Team performance by event
• Team performance data to prioritize
• Team fundraising levels
• Participant roles such as team captain, team members,
and individuals