Annual Benchmark: Canada’s Top P2P Programs

2016 Top Thirty Benchmarking Survey Results

P2PCanada_30_4c Fundraising revenue for Canada’s 30-largest peer-to-peer fundraising programs declined 6.2 percent in 2016, according to the Peer-to-Peer Fundraising Canada Top Thirty Benchmarking Survey.

Since peaking at $278.2 million in 2014, the revenues for these 30 bellwether programs have dropped by 14.8 percent in the past two years to $237.6 million.

But behind these seemingly bleak numbers are a number of trends that suggest that Canadian peer-to-peer fundraising is poised for growth.

A number of large Canadian peer-to-peer programs have been deliberately recalibrating and downsizing longstanding programs and are complementing flagship campaigns with initiatives that will help them reach a new generation of supporters.

In addition, many Canadian charities are seeing rapid growth in their peer-to-peer programs — particularly among newer and more creative program types.

Perhaps most encouraging, though, is news that a number of top programs are expecting revenue gains in 2017. While the fundraising year is still young, some large programs — including Toronto’s Princess Margaret Cancer Centre’s Ride to Conquer Cancer and Blue Sea Philanthropy’s Longest Night of the Year — are already reporting record revenues for their events in 2017.

The overall decline in Canadian P2P fundraising revenue is highly concentrated among the very largest and most established programs.

Seven of the eight largest Canadian programs saw their revenues decline in 2016 — and five of the top six programs saw their revenues decline by 11 percent or more.

Other highlights from the 2016 survey include:

    • The Enbridge Ride to Conquer Cancer saw its fundraising revenues drop by 13 percent in 2016, to $34.88 million. However, the campaign appears to be rebounding in 2017. The largest of the campaign’s four rides — the Toronto Ride to Conquer Cancer — is already reporting a revenue increase of 17 percent — to $20.5 million. Organizers say that the Toronto event is the largest single-event fundraiser in Canadian history.

    • The true standout among the largest programs in 2016 was the Terry Fox RunRevenues for the Run — the oldest P2P program among the top 30 — jumped by more than $4 million to nearly $23.5 million.

    • Outside of the eight-largest programs, revenues for the rest of the P2P Thirty actually increased slightly in 2016 — up 0.3 percent. And half of the programs on the list either posted increases or were brand-new programs.

    • Seven of the programs in the survey were 5 years old or younger in 2016 — spotlighting the fact that a number of new programs are seeing great success. This marks a stark difference with P2P programs in the U.S., where only one of the top 30 programs was founded after 2011.

    • SickKids Foundation’s Great Cycle Challenge — a brand-new program in 2016 — vaulted onto the list after raising nearly $1.8 million. This marks the first time that a virtual campaign has qualified for the top 30 in either the United States or Canada.

    • Blue Sea Philanthropy’s Coldest Night of the Year saw revenues increase by 27.5 percent in 2016, to $3.87 million. It was the third-straight year that Coldest Night has been Canada’s fastest-growing large program.

Peer-to-Peer Fundraising Canada conducts the survey with sponsorship support from Blackbaud.

Download the Top 30 Narrative and Dataset


 Top 10 list

  1. Enbridge Ride to Conquer Cancer, Princess Margaret Cancer Foundation ($34.9 million)
  2. Relay for Life, Canadian Cancer Society ($29 million)
  3. The Terry Fox Run, Terry Fox Foundation ($23.5 million)
  4. CIBC Run for the Cure, Canadian Breast Cancer Foundation ($17 million)
  5. Movember Canada, Movember Canada ($14 million)
  6. Jump Rope for Heart, Heart and Stroke Foundation of Canada ($13 million)
  7. MS Walk, MS Society of Canada ($9.4 million)
  8. MS Bike, MS Society of Canada ($9.1 million)
  9. Big Bike, Heart and Stroke Foundation of Canada ($8.8 million)
  10. World Partnership Walk, Aga Khan Foundation Canada ($7.4 million)

P2PCanada_30_4cTo explore the complete list of campaigns that made the first-ever Peer-to-Peer Fundraising Thirty click the link below:

2015 — Canadian Top Thirty P2P Programs

2014 — Canadian Top Thirty P2P Programs