New report shows the value of peer-to-peer fundraising
Returning fundraisers bring in up to three times more donation revenue than first-timers, a new report from charity cloud software partner Blackbaud Europe has found.
The Peer-to-Peer Fundraising Study evaluates the fundraising performance from over 16,800 events, held over two years, by more than 170 non-profit organisations.
The report is designed to help non-profit organisations identify areas for potential growth within their fundraising programmes by providing fundraising insights, and outlining key performance indicators for successful fundraising events.
Amongst other insights, the report found that:
- Donation revenue increased over time, with returning participants securing as much as three times the income of first-time fundraisers.
- Yet fundraiser loyalty is trending downwards; non-profits may be coaching participants to fundraise more effectively, but they need to address supporter retention and acquisition.
- And that across all events, a small number of star fundraisers account for the majority of revenue, with fundraising teams raising 86% of donations for walk, run and cycling events.
Rob Gethen Smith, Blackbaud Europe Director of Customer Engagement, said on the release of the report:
“Our research shows that the average non-profit relies on a small percentage of its supporters for most of its fundraising revenue, but that over time the number of these repeat fundraisers is declining.
“Finding a way to grow your donor base, engage with supporters, and build relationships that turn first-time givers into repeat fundraisers is central to any non-profit’s long-term success.
“The Peer-to-Peer Fundraising Study outlines how non-profits can benchmark performance to find these star fundraisers and identify their best events, and highlights some of the ways successful non-profits empower supporters to make asks on their behalf.
“As the leading provider of non-profit fundraising and donor management solutions for over 30 years, we understand the importance of building long-lasting relationships with supporters – and the Peer-to-Peer Study shares some of our findings for creating this vital donor loyalty.”