Top 30 US P2P Fundraising Program Revenue Grew 3.2% in 2023
- Marcie Maxwell
Nonprofits producing America’s Top 30 peer-to-peer fundraising programs achieved their second year of post-pandemic growth by collectively increasing fundraising revenue 3.2% in 2023.
Twenty of America’s thirty largest programs grew in 2023 and the Top 30 raised $1.1 billion.
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“Now that mass group activities are considered a normal part of life, the Top 30’s growth is also back to normal levels,” said P2PPF President David Hessekiel. In 2022 collective growth topped 18%, but that followed two years of far steeper revenue drops because the pandemic shut down in-person events.
The 18th annual edition of the Peer-to-Peer Fundraising Top 30 Survey is sponsored by Charity Dynamics, a technology product and services provider to nonprofits.
“We are always honored to help share and celebrate the Top 30 performance outcomes and this year is no different,” said Harry Veening, General Manager of Charity Dynamics. “Despite a difficult economic climate in 2023, the collective gross fundraising revenue of the Top 30 was up. It is clear that peer-to-peer fundraising remains a strong and healthy revenue channel for nonprofits. At a time when community among constituents is so important for donor retention, these local community-building events are absolutely worth continued investment.”
Among the findings sure to be of greatest interest to industry followers:
- The American Heart Association’s Heart Walk remained America’s largest peer-to-peer fundraising program at $106 million thanks to 2.9% growth.
- The 30th program on the list, Susan G. Komen’s 3-Day raised $14.39 million, a 2.0% drop, but a $90,000 increase over the revenue needed to make the Top 30 in 2022.
- The Alzheimer’s Association's Walk To End Alzheimer’s showed the largest dollar increase of any program by growing by just under $9.4 million to $100.0 million.
- ALSAC/St. Jude Children’s Research Hospital's St. Jude Heroes program (#19) experienced the largest percentage increase, 21.1%, by bringing in $23.3 million.
- Two programs from the Leukemia & Lymphoma Society made the list for the first time because their data had never been previously submitted to the survey: Student Visionaries of the Year (#9) and Visionaries of the Year (#10.)
- One program returned to the Top 30 after dropping off the list: Four Diamonds’ Penn State/IFC Panhellenic Dance Marathon, commonly known as THON, was #27 in 2023 for raising $15 million.
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Three previously Top 30 programs dropped off this year’s list: Children’s Miracle Network Hospitals Extra Life, ALS Association’s Walk to Defeat ALS and AIDS LifeCycle’s AIDS LifeCycle.
“Throughout 2023, numerous leading fundraising initiatives witnessed notable boosts in both participation and revenue. Their success was rooted in a strategic return to the core values of peer-to-peer fundraising: fostering community engagement and nurturing relationships. Meanwhile, they also embraced fresh marketing approaches and cutting-edge technologies, propelling them to connect with previously untapped audiences,” explained Marcie Maxwell, managing director of the Peer-to-Peer Professional Forum.
The summary and complete data set submitted for this research by more than 94 US programs is available at no charge to members of the Peer-to-Peer Professional Forum and attendees at this year’s conference.
Non-members can download a one-page summary worksheet containing study highlights at no cost and can purchase the data set for $299,
Free for P2PPF members & non-members
Free for P2PPF members | $299 for non-members
The 2023 Top 30 & P2P Benchmarking Survey is sponsored by
