Everything You Need To Know About P2P Fundraising Events

Bold statement incoming: Every nonprofit in North America should be hosting a signature peer-to-peer fundraising event. 

Here’s why: peer-to-peer (P2P) fundraising events are not only one of the most powerful ways to fundraise, they can mobilize your community, raise awareness, and so much more. 

That’s why I’m writing this article: to share what we’ve learned over the last 15+ years at Blue Sea, about peer-to-peer fundraising so that you can see how it could work for your organization.

Let’s start at the very beginning:

What Is P2P Fundraising?

Peer-to-peer fundraising (aka P2P) is a method where individuals raise money for a cause by reaching out to their personal networks, such as friends, family, and coworkers. Instead of the organization asking for donations directly, supporters create their own fundraising pages, set goals, and encourage others to contribute, often through social media and personal outreach. This expands the reach of the campaign and helps build a community-driven effort to support the cause.

​​Peer-to-peer fundraising events attach an organized activity to the fundraising campaign such as a run, walk, or other challenge. The focus is on raising funds while also gathering the community together to create meaningful experiences for all involved.

Some popular examples of ​​peer-to-peer fundraising events include:

• Coldest Night of the Year: Everyday people sign up to walk 2 or 5 km on a cold, dark Saturday in February. Charities across Canada & the USA  who support people experiencing hurt, hunger, and homelessness partner with CNOY and host the event locally in their communities. Tens of thousands of walkers come together at these local walks and don matching toques. 

• Ride to Conquer Cancer: This two-day cycling event, held annually in June, requires participants to ride 200+ kilometers and raise at least $2,500 for cancer research. Proceeds support local cancer centers and the Princess Margaret Cancer Foundation.

• The Terry Fox Run: Held every September this global event sees individuals and teams raising money in support of cancer research. Participants can choose their distance, typically ranging from 1 km to 10 km, depending on their location and personal preference. The funds raised go to the Terry Fox Foundation, which supports innovative cancer research projects with the goal of finding a cure.

With P2P fundraising, your charity can get creative and choose an activity that aligns with your cause and resonates with your community. Research shows that people are often drawn to challenging activities when fundraising, so choosing something that includes an element of urrrgh-that-sounds-hard (i.e. run, bike ride, cold plunge, push ups, etc.) can be particularly effective. 

P2P fundraising often involves an organized event, but can also be successful with a “virtual” option, a la all those “mo bros” and “mo sisters” who worked together to grow Movember moustaches and raise over $24,750,000 in 2024. 

The Big Opportunity 

When it comes to fundraising events there are hundreds of ideas to choose from. Why go with a P2P event over a golf tournament or gala? The opportunity is real and really compelling: 

• Proven to Raise Significant Funds: In 2024, the top 30 Canadian P2P fundraising programs raised $194,258,880, most of them growing in popularity year over year (source). P2P fundraising taps into the capacity of each person to engage their peers. Other fundraising events don’t have the same exponential reach.

• More Engaging For Participants: When individuals participate in P2P fundraising, they are empowered to go to work on behalf of the charity. The State of Modern Philanthropy (2021) found:  “The median amount raised by events in which attendees raise money on behalf of an organization through peer-to-peer fundraising pages, typically is 4.5 times greater than ticketed events”(source). It’s simply more compelling to participate in a P2P event than buy an event ticket.  

• Exponential Engagement Potential: The peer-to-peer model extends your reach far beyond your already-engaged supporters. With exposure to new people, you will have access to new donors and the opportunity to build long-term, passionate support for your cause. 

Hopefully you’re starting to see why I’m such a proponent of P2P events, but before you sign on the dotted line, let’s take a look at who P2P fundraising events are best suited to help.

Who Is P2P Fundraising For?

I’d argue that every charity should have a P2P fundraising event in their development calendar. They are particularly well-suited for charities with:

• A Passionate Supporter Base: If your organization has a community of dedicated advocates who are already invested in your mission, P2P fundraising allows them to take an active role in spreading the word and raising funds. 

• A Compelling Mission: Causes that resonate emotionally with people—such as addressing homelessness, supporting health initiatives, or championing environmental issues—thrive in a P2P setting. Participants are more likely to share your message when it feels personal, and donors are more inclined to give when they understand the impact of their contributions.

• A Desire to Build Community: P2P fundraising fosters a sense of connection and shared purpose. Through events, challenges, or even online campaigns, participants come together to support a common goal, creating a loyal and engaged donor base for the long term.

• Goals to Increase Awareness: Each participant serves as an advocate, helping to spread awareness of your cause to new audiences. This word-of-mouth exposure not only drives donations but also builds recognition and trust for your organization within broader networks.

• Staff or Volunteer(s) With Event Experience: Hosting a large event takes work. Even a campaign with a virtual event component requires some event know-how to execute successfully. A typical p2p event will require a staff member or volunteer (or team of staff and volunteers) to spend between 100 and 1,000+ hours. (Shameless plug: a P2P fundraising event done the Blue Sea way, takes around 5 hours a week over a 4 month campaign and requires no previous experience. This could be a better option if you don’t have a dedicated event coordinator on staff).

P2P fundraising is ideal for charities looking to deepen relationships with existing supporters, find new donors and volunteers, and raise significant funds. Yet, only about 33% of charities worldwide use P2P fundraising (source)… We’re hoping to change that!

If you’re still reading, can I assume that hosting a P2P fundraising event is sounding like an interesting option for your nonprofit? Let me tell you more:

The Fundamentals of P2P Fundraising Events

Regardless of the challenge or event you choose, a P2P fundraising campaign typically includes these 5 fundamental components:

1. Recruitment: You’ll kick things off by recruiting your most passionate supporters to become participants or Team Captains. Seeding your event with people you can count on to lead the charge is key. Their early efforts will build crucial momentum in your campaign.
2. Registration: Participants register for your campaign which is tied to an event or challenge. Some events require a registration fee or a commitment to raise a minimum amount (we removed our reg fees in 2020 and recommend avoiding them for most events). 
3. Personal Page for Fundraising: Each participant will set up (or receive) a personal fundraising page to share with their network and collect donations.
4. Peer to Peer Asks: Participants then reach out to friends, family, and colleagues asking for donations. 
5. Participate and Celebrate: The campaign culminates in an event where participants gather, complete their challenge and celebrate with the community and the host charity.

It’s a short list, but there is a lot of complexity within and around each of these bullets. Aside from organizing and hosting the event, you’ll need a plan for your registration software, payment processing and charitable receipting, marketing and promotion, and of course your legal, insurance, and risk management strategies.

If it starts to feel overwhelming, remember the opportunity can far outweigh these required efforts.

 

Avoid These Common Pitfalls

In my experience, these are the most common reasons why some P2P fundraising event campaigns produce lackluster results:

• Lack of Leadership Buy In: When the ED, CEO, and/or Board Chair are signed up, fundraising and talking about the event, P2P fundraising events have significantly higher overall fundraising. A lack of leadership buy-in is almost guaranteed to dampen your event’s success.

• Not Enough Recruitment: The magic of P2P is that your participants ask on your behalf. The focus of your campaign needs to be on recruiting participants to register and fundraise.
  
  Now, the Blue Sea way is focused on team fundraising. We work with our charities to recruit Team Captains, who in turn recruit team members. These Captains represent huge value to your campaign, as they not only fundraise more (on average) than participants, they bring out their friends and really help you achieve that exponential effect.

• Complex Processes: If it’s difficult to participate, it’ll be hard to grow your event beyond your most devoted supporters. Design your processes with simple and easy to use interfaces for registration and donations.

• Insufficient Support or Recognition: Participants need clear guidance and regular communication to stay motivated. Even with a short campaign, it’s your job to keep the energy up! Be sure to celebrate milestones and top fundraisers with thank-you notes, shout-outs, or awards to keep folks engaged and fundraising.  Provide fundraising tips, resources, and updates to keep them engaged and confident.

• More Focus on the Event Than a Fundraiser: We put on fundraisers with an event at the end, and not the other way around. It’s an important philosophical mindset. Yes, the event matters. Yes, it needs to be fun, safe, and well organized for it to be a success. Yes, gathering your community is a win because it builds buzz and awareness for your cause and your services. BUT, first and foremost your P2P fundraising event needs to deliver funds for your organization. Be sure your focus doesn’t drift from the fundraising component in the midst of the 1,001 event-related questions and priorities you’ll need to field throughout the campaign.
  
  

In Summary

P2P fundraising is a powerful way to drive donations, deepen community connections, and expand your charity’s impact. By tapping into participants’ personal networks, these campaigns unlock new audiences and amplify your reach. That’s why I believe every nonprofit should have one in their development calendar! Remember, success hinges on making the process simple, offering clear guidance, and celebrating everyone’s contributions. From large-scale events to DIY efforts, P2P fundraising is flexible, cost-effective, and adaptable for virtually any cause. 

If you want to raise more money faster and streamline your efforts with a proven approach and an experienced partner, consider a BSF signature event like CNOY, Ride for Refuge, or The Grand Parade. We have a complete infrastructure and all the tools you need to host a successful P2P fundraising event, with $0 upfront investment and only 5 hours a week.