Canadian P2P Fundraising Programs Increased Revenues in 2018

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Fundraising revenue for Canada’s 30-largest peer-to-peer fundraising programs increased 1 percent in 2018, to $243.3 million, according to the Peer-to-Peer Fundraising Canada Thirty survey of Canadian fundraising programs.

It marks the first time in the survey’s five-year history that revenues increased for these bellwether programs and shows that efforts by a number of Canadian charities to retool their programs are paying off.

“All across Canada, nonprofits are seeing strong results in their peer-to-peer fundraising campaigns,” said David Hessekiel, president of Peer-to-Peer Fundraising Canada, which produces the annual survey. “Growth is coming from some familiar names — as well as some newcomers who are energizing a new generation of supporters who are eager to raise money for their favorite charities.”

The Ride to Conquer Cancer tops the list of Canada’s largest peer-to-per fundraising programs.

The Peer-to-Peer Fundraising Canada Thirty survey ranks the 30 largest peer-to-peer fundraising programs in Canada.    

Peer-to-peer fundraising is the practice of having a nonprofit’s supporters take part in an activity such as a walk, bike ride or challenge and reach out to their friends, family members and colleagues for donations.

Survey Highlights

This year’s survey of the top 30 programs is led by The Princess Margaret Cancer Center’s The Ride to Conquer Cancer, which saw its revenues total $41.8 million, up more than 6 percent from $39.4 million in 2017.

The Ride, which drew an estimated 10,000 participants in four cities, has held the title of Canada’s largest P2P program since the survey began tracking campaigns in 2014.

The Terry Fox Foundation’s The Terry Fox Run, moved into second place on the list, with $24.7 million — up 2.4 percent compared with 2017. The Terry Fox Run leapfrogged over the Canadian Cancer Society’s Relay for Life campaign, which posted $23.7 million in revenues and ranked No. 3 in the survey.

Despite being one of Canada’s oldest and most established P2P programs, The Terry Fox Run has seen significant gains in recent years — even as other longstanding programs have struggled.

“The Terry Fox Run shows that with a disciplined approach, long-running peer-to-peer programs can resonate with supporters for decades,” Hessekiel said. “At a time when many nonprofits are experimenting with fundraising via live streaming and other technology, The Terry Fox Run demonstrates that there’s still room for traditional programs to thrive.”

In a fitting bookend to the Terry Fox Run, this year’s survey also includes a brand-new program —SickKids Foundation’s SickKids GetLoud, an event that was part walk and part music festival.

This first-year event pulled in $2.3 million and helped the SickKids Foundation sunset a previous program, the Great Camp Adventure, which was discontinued in 2018.

Other highlights from the survey include:

    • SickKids Foundation had the fastest-growing large campaign in North America in 2018. Its Great Cycle Challenge saw its revenues increase by a 86.4 percent to almost $4 million. This was the largest percentage increase of any campaign in Canada or the U.S. in 2018.
    • Two hockey-themed campaigns were among Canada’s fastest-growing programs of 2018. Hockey Helps the Homeless, held at 13 sites across Canada, pulled in more than $4.2 million, up 21.3 percent over the previous year. Princess Margaret Cancer Foundation’s Road Hockey to Conquer Cancer, meanwhile, raised nearly $2.7 million, up 3 percent.
    • Blue Sea Philanthropy’s Coldest Night of the Year also continued its growth trend, raising just short of $5 million in 2018, up 6.1 percent from $4.7 million in 2017. Coldest Night of the Year’s revenues have doubled since 2014.
  • Another new arrival to the list is Heart and StrokeFoundation’s My Own Fundraiser, which raised $3.2 million — making it one of the few DIY themed campaigns to make the top 30 in either the U.S. or Canada.

Download the Top 30 Narrative and Dataset


 Top 10 list

  1. Enbridge Ride to Conquer Cancer — Princess Margaret Cancer Foundation ($41.82 million)
  2. The Terry Fox Run, Terry Fox Foundation ($24.65 million)
  3. Relay for Life, Canadian Cancer Society ($23.7 million)
  4. Movember Canada, Movember Canada ($16.87 million)
  5. CIBC Run for the Cure, Canadian Breast Cancer Foundation ($16.2 million)
  6. Jump Rope for Heart, Heart and Stroke Foundation of Canada ($13.33 million)
  7. MS Bike, MS Society of Canada ($8.68 million)
  8. MS Walk, MS Society of Canada ($8.13 million)
  9. World Partnership Walk, Aga Khan Foundation Canada ($7.2 million)
  10. Big Bike, Heart and Stroke Foundation of Canada ($7.05 million)

Office Hours Webinar Recording: Recruitment with Jillian Stewart, Founder and CEO, Peerworks Consulting

Original Broadcast Date: January 30, 2019

Join us for the inaugural edition of Office Hours, highly-interactive quarterly webinars in which a peer-to-peer fundraising expert shares a short presentation on the topic of the day and then spends the bulk of the hour answering your questions.

Recruiting valuable peer-to-peer fundraising program participants will be the focus of our first Office Hours session led by Jillian Stewart, the founder and CEO of Peerworks Consulting.

Are you having trouble hitting recruitment targets for your P2P program? Or are you curious how to take your participation numbers to a whole new level? Then bring your curiosity to this session.

Jillian will kick-off the hour sharing a few models that her consultancy uses to diagnose recruitment issues. Then, she will spend the rest of the time answering your most burning (and maybe even wacky?!) recruitment questions.

Speaker Profile:


In 2001, Jillian found her passion for events and peer-to-peer (P2P) fundraising when she registered for the Alaska AIDSVaccine Ride…a 6-day cycle tour through Alaska that raised money for AIDS vaccine research. Soon after the event, she began working for Pallotta TeamWorks–the producer of the AIDSRide series (and many others.)

Then, in 2003, she continued her career in P2P fundraising at Event 360 where she had the opportunity to optimise the revenue performance for top charity events and peer-to-peer programs in the US.

In 2012, she found it was time to leave Event 360 and spread her wings in Europe to help non-profits achieve the benefits and revenue that P2P programs have brought to the USA. She was hired by Emolife Events & Consultancy as their Director of Marketing and Fundraising to train their staff working in the Netherlands, Belgium and Italy and help them optimise the revenue and impact of the events they produced.

In 2014, Jillian started Peerworks Consulting–an international peer-to-peer fundraising consultancy based in Amsterdam which specialises in building passionate and dedicated fundraising communities. Together with her colleagues, she works to spread their love for peer-to-peer fundraising all over the world.

When not at work, you can usually find Jillian out hiking with her dog Benny…and possibly hugging a tree or two.

More information about Peerworks services can be found at peerworksconsulting.com.

PRICE: $99 or free for Peer-to-Peer Professional Forum Members

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Webinar Recording: Build Community First & the Peer to Peer Fundraising Will Follow

Original Broadcast Date: January 29, 2019

Community organizations have been intimidated by peer to peer fundraising in the past, thinking that it is only a feasible option for large scale organizations. Sunrise Association started off with just 1 walk in 2006 and has refined its strategy to expand and increase revenue year-over-year. Join Sunrise Association’s Vice President of Events, Aileen to learn how Sunrise went from two walks to five in a matter of years, and how its peer-to-peer fundraising strategy plays an important role in its overall fundraising efforts.

 

Learning Objectives:

  • How to build a community in a fun and meaningful way to both attract and retain supporters
  • How to use technology to maximize community building through walks
  • How to assess your peer-to-peer fundraising strategy and adjust it according to your organization

 

Speakers:
Aileen Hoffman, VP of Events, Sunrise Association
Morgan Connelly, Rallybound Account Executive

 

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Facebook is Coming: Is Your Nonprofit Prepared?

As we start a new year, I’ve been thinking a lot about what will impact P2P fundraisers the most in 2019.

And I keep coming back to one thing: Facebook.

While Facebook has been allowing individuals to raise money on the platform for about three years, it has only recently been stepping up its efforts to partner directly with charities and fundraising platforms.

The social networking site said in November that it has raised more than $1 billion for charities and personal causes — with roughly $300 million coming through DIY-style birthday fundraisers hosted on the platform.

Facebook’s huge user base clearly offers huge opportunities for nonprofits that manage P2P programs — and organizations such as the National Kidney Foundation, March of Dimes, and Susan G. Women for the Cure have already been integrating Facebook into their existing programs.

But partnering with Facebook also has drawbacks — namely that it requires nonprofits to give up access to donor data. As more nonprofits undoubtedly jump on board in 2019, it will be interesting to see whether they are able to successfully build relationships with the new donors who contribute through the platform.

To help you wrestle with how — and whether — to integrate Facebook into your program, we’ve put together some interactive sessions at our annual conference in New Orleans on Feb. 27-28.

During the course of this year’s event, you’ll have a chance to hear from Facebook’s Kendra Sinclair, P2P fundraising professionals from the National Kidney Foundation and the Roswell Park Cancer Institute, and experts from Blackbaud.

Register now!

Webinar Recording: Increase Your Retention Rates With Better Event Experiences

Original Broadcast Date: December 18, 2018

Flickr Creative Commons photo by Support PDX

It’s hard to attract people to take part in your peer-to-peer fundraising campaigns.

It’s even harder to keep them coming back.

But it can be done if you create events that stand out and make your participants feel special.

Hear from leaders at Autism Speaks and the March of Dimes who will share field-proven techniques for creating experiences that resonate with supporters.

Both organizations have created robust processes for evaluating their events and making ongoing adjustments to increase retention rates and revenue.

In this special, one-hour webinar, you’ll learn to:

  • Understand your participants in order to make event changes that matter to them
  • Improve audience satisfaction
  • Use the event experience to help bolster revenue and increase retention rates

Speakers:

Jennifer Sorenson, National Walk Director, Autism Speaks
Abby LacKamp, Regional Director of Event Fundraising, March of Dimes

PRICE: $99 or free for Peer-to-Peer Professional Forum Members

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Webinar Recording: Coaching for Impact

Original Broadcast Date: December 5, 2018

An effective email coaching program is critical to the fundraising success of your participants – and we’ve got the data to prove just how much of a difference it makes. We’ve reviewed the impact that receiving coaching emails make for some of the nation’s largest event programs and we’re ready to share what we’ve learned. We’ll cover the impact that compelling coaching makes on participants updating personal pages, sending emails, making personal donations and how that translates into rockstar fundraisers! Finally we will dig into strategies for making sure participants sign-up for and stay on your email list so they can receive effective coaching throughout the event season.

· Learning Objectives:

o What the data tells us about the impact of receiving coaching emails

o Strategies on how to communicate with your participants so they know what you expect of them

o How to leverage your digital tools to maximize email deliverability

 

Speakers:

Amy Starnes, Director, Digital Fundraising, Best Friends Animal Society
Colleen Legge, Principal Consultant, Charity Dynamics

 

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Webinar Recording: Streaming for Good

Original Broadcast Date: November 29, 2018

 

Nonprofit supporters are streaming and have already raised over $75 million through Twitch alone. So, what’s your streaming strategy?

In this session you’ll learn:

  • How to get starting with streaming for your peer-to-peer event
  • Technology that you need to support streaming for your event
  • Ways that your peer-to-peer event can use streaming, even outside of gaming
  • The impact of streaming on fundraising dollars

 

 

Speakers:

Mike Kinney, Managing Director, Digital Fundraising, Children’s Miracle Network Hospitals
Matt Clark, Senior Account Manager, DonorDrive

 

 

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Webinar Recording: Partner Like the Pros!
Tips & Strategies for Amazing Corporate Partnerships

Original Broadcast Date: October 11, 2018

Ever wondered how some fundraisers nail corporate partnerships again and again? Now’s your chance to learn how they do it.

Join us as we explore the ins and outs of combining amazing corporate partnerships with peer-to-peer fundraising! You’ll learn strategies that will help you identify potential partners, work with them to boost registrations and participation, and more.

The best part? These strategies will come straight from real-life fundraisers who have a history of partnering with companies for their own peer-to-peer events. Brigitte Schonfeld Assistant Director of Special Events for Junior Achievement of New York and Bri Croye, Development and Events Manager for Junior Achievement of Arizona will share their experiences with corporate partnerships at their Bowl-A-Thons. If you’re interested in building relationships with corporate partners for your next event, this is a don’t-miss webinar!

Speakers:

Jennifer Mansfield, Vice President of Customer Experience
Brigitte Schonfeld, Assistant Director of Special Events for Junior Achievement of New York
Bri Croye, Development and Events Manager for Junior Achievement of Arizona

 

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Webinar Recording: Leveraging Corporate Partnerships to
Multiply the Impact of #GivingTuesday Fundraisers

Original Broadcast Date: September 13, 2018

#GivingTuesday is now one of the largest global days of giving, with over $300 million donated to hundreds of nonprofits last year and projections of even larger participation in 2018. How can Peer-to-Peer programs and fundraisers tap into this annual giving day to boost their organization’s holiday giving season?

Cause Marketing expert, Michele Egan of For Momentum, will lead a robust discussion on engaging corporate partners and using the latest technology to multiply your organization’s #GivingTuesday fundraising efforts. Joining the conversation will be Shannon Malloy, Development and Operations Manager, Cure JM and Nick McWherter, Enterprise Success Manager, CrowdRise.

Last year Cure JM raised well over $500,000 by participating in the Crowdrise Newman’s Own Holiday Challenge. And, they’ve earned a top prize the past 3 years! Crowdrise by GoFundMe has perfected an incredible holiday challenge platform making it simple for donors to give and multiply their individual dollars with a generous corporate match from Newman’s Own.

Participants can expect to:

  • · Learn how to leverage corporate partnerships in your #GivingTuesday campaign to multiply your end-of-year giving efforts
  • · Gain a deeper understanding of the technology platforms and elements that can simplify and make for a successful giving day
  • · Receive first-hand accounts of how to build participation and enthusiasm for your #GivingTuesday campaign – and boost your results!

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Webinar Recording: Generation Z – P2P Fundraising’s Next Frontier

Original Broadcast Date: August 16, 2018

Move over, millennials. A new generation is entering adulthood and is about to put its own unique stamp on peer-to-peer fundraising. 

Generation Z — the moniker used to describe the generation of people born between the mid 1990s and mid 2000s — is starting to enter the work force in big numbers. And many Get Zers are distinctly different than the millennials who precede them.

Born during the explosion of the Internet, it is the first generation to have fully access to online and mobile tools during childhood and is now coming of age during a time of intense polarization and division.

Nonprofits that are looking to grow and adapt successful peer-to-peer programs are grappling with how to engage this new generation — and we’ve assembled an expert panel that will help demystify and shed light on what makes them tick.

Listen in to learn:

  • What Generation Z members value — and how they prefer to communicate;
  • Lessons from successful P2P programs that appeal to college-aged participants and have adapted their practices to connect with this new generation;
  • Examples of how companies and other brands are connecting with Generation Z — and what P2P fundraisers can learn from these examples.

Speakers:

Elyse Meardon is managing director of strategic partnerships and Dance Marathon at Children’s Miracle Network Hospitals — where she oversees all revenue and strategic development for the organization’s signature Dance Marathon program. Dance Marathon raised nearly $39 million in 2017, an increase of roughly $6.3 million from 2016 — mostly through working with Generation Z supporters who organized and collected donations at 310 college-based events.

 

Bill Carter is a founding partner of Fuse, a full-service agency that connects brands to Gen Z and Millennials. In the mid-1990’s, Fuse was the first marketing agency to specialize in action sports including skateboarding, snowboarding, and surfing – and led early adopter brands like Pepsi’s Mountain Dew to the action sports strategy that it still implements today. Bill has guided Fuse’s evolution from sports agency to the leading Gen Z and Millennial full-service agency, and today works with Pepsi, Amazon, Zipcar, and others. Fuse has also worked with more than two dozen nonprofits, including the Adobe Foundation, Bystander Revolution, and USA Swimming.

 

PRICE: $99 or free for Peer-to-Peer Professional Forum members

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