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At Blue Sea, we know P2P fundraising success is about more than dollars raised. It’s about the stories those numbers tell. Each metric helps showcase how your supporters are engaging their networks, where teams are making a difference, and where there’s room to grow. Together, they’ll give you a clearer picture of your event and how to better connect with your community.
Keeping an eye on these numbers also makes it easier to celebrate wins and recognize your team’s efforts, helping your campaign thrive year after year. With that in mind, here are five key metrics to guide your fundraising and make your charity’s upcoming events even more impactful.
Metric #1: Number of Teams
In P2P fundraising, everything begins with the number of teams you recruit. Simply put: the more teams you gather, the stronger your campaign will be.Each team should ideally have five to seven participants. That may not sound like much, but together their impact adds up fast. The average team typically raises about $1,600. That means you’ll need roughly 13 teams to surpass a $20K fundraising goal. We recommend aiming for 15–20 teams to build in a healthy buffer and drive even greater results.
A good pacing guide is to recruit 25% of your teams in the first month and 75% by the end of the second. Getting team captains and walkers on board early gives everyone more time to fundraise and keeps energy high throughout the campaign.
💡Tip: Strong team captains are the #1 driver of success. Aim to recruit 15–20 committed leaders who can rally walkers, motivate their groups, and expand your reach.
Metric #2: Number of Participants
If teams are what set the stage for your campaign, then participants are what bring it to life. Every walker you recruit helps strengthen your fundraising base. That’s why aiming for five to seven people per team (seven being ideal) is so important—the more people you engage, the greater the ripple effect.
Here’s where the true power of P2P shines: people join not only because they care about the cause itself, but because someone they know invited them. A personal ask from a friend, colleague, or family member is the single biggest motivator to participate.
In other words, every new participant represents an entirely new network of potential donors and future walkers you wouldn’t otherwise reach.
💡Tip: Many online fundraising platforms track the number of emails or “asks” your participants send. This is another valuable metric to watch!
Metric #3: Number of Donors
Total dollars raised only tell part of the story. A campaign may look successful because of a few large gifts or a generous sponsorship, but the strength of P2P fundraising lies in engaging a broad base of donors, rather than relying on a handful of big donations.
Aim for at least five donors per participant. This builds a culture of giving and ensures your fundraising efforts are sustainable over time. Tracking trends here will reveal whether your campaign is truly growing or overly dependent on a handful of big gifts.
💡Tip: Try our simple “Get5” approach by encouraging participants to aim for five donors instead of focusing on a specific dollar amount. It’s an easy, low-pressure way to steadily grow your charity’s supporter base each year.
Metric #4: Participants Fundraising Percentage
Having participants is great, but having participants who actually fundraise is what will drive your campaign forward. This metric tracks the percentage of walkers actively raising money and gives you a real-time snapshot of engagement.
Early in a campaign, it’s normal for only 25–50% of participants to be fundraising. By the peak, you should aim for 70–75% of participants actively raising funds. Tracking this number regularly will help determine if your event is building momentum.
Our WAVES campaign hub groups participants into four categories:
- No Activity: Registered but haven’t donated or fundraised.
- Self Donated (only): Contributed personally but haven’t raised from others.
- Fundraised (only): Raised money from others but haven’t donated personally.
- Self Donated + Fundraised: Both donated personally and raised from others.
💡Tip: Participants who make a self-donation early in the campaign are more likely to continue fundraising. This initial commitment can set a positive example and motivate others to contribute.
Here’s a deep dive into why this particular metric is the #1 thing every P2P campaign should track.
Metric #5: Total Revenue
Looking at total revenue will help your charity better understand how all the moving pieces of your campaign come together. This metric reflects the efforts of your teams, participants, donors, and sponsors working toward a shared goal.
Here’s the part that often surprises people: about half of your funds usually come in during the final 5–10 days of the campaign. That’s why keeping participants energized and communication flowing right up to event day can make such a big difference.
💡Tip: Sponsorships are the icing on the cake, usually contributing to around 15% of total revenue. Beginning these conversations early (ideally a month before your campaign begins) can give you a strong financial head start.
Final Thoughts
At the heart of every strong P2P event is a community pulling together. These five metrics aren’t just about numbers. They show how participants and teams are making an impact, and highlight opportunities to engage people even more effectively. When you track them well, you’re not only raising funds but also strengthening relationships and building support that lasts well beyond event day.
