ArticleThe Participation Paradox: Evolving Peer‑to‑Peer Fundraising for Sustainable Growth

Peer‑to‑peer fundraising has long been a cornerstone of nonprofit revenue. But the landscape is shifting. Canadian data shows fewer participants are fundraising, even as individual performance rises. Average gifts are larger, fundraisers are raising more, and topline revenue looks healthy. Yet beneath the surface lies a critical risk: concentration.

The Risk of Fewer Fundraisers

When fewer people carry more of the fundraising load, programs become vulnerable. Losing one top fundraiser has outsized impact. Growth becomes dependent on asking the same people to do more, rather than expanding the base. This creates fragility in what should be a sustainable pipeline.

The Response: Tools and Tactics to Reduce Risk

The strongest programs are evolving their strategies:

• Measure beyond revenue: track participation, activation, fundraiser productivity, and revenue concentration together.
• Expand activation: convert more registrants into fundraisers by reducing friction and guiding them through the journey.
• Make every fundraiser more effective: mobile‑first tools, personalized prompts, and frictionless sharing multiply impact.
• Recognize concentration risk: don’t let strong individual results mask a weakening pipeline.

Mobile-First as the Foundation

Mobile is no longer emerging — it’s dominant. With 90% of time spent in‑app and text messages boasting a 98% open rate, mobile-first engagement is the key to unlocking sustainable growth. Canadian Cancer Society app users raised up to 119% more than non‑app users, proving that reducing friction and guiding participants with personalized coaching multiplies results.

Sustainable Growth Requires More

The future of peer‑to‑peer fundraising isn’t about asking fewer fundraisers to do more. It’s about expanding the number of successful participants, equipping them with the right tools, and evolving strategies to meet modern expectations.

The opportunity is clear: help more participants become successful fundraisers, and you build a pipeline that can sustain growth for years to come.