Etude sur la collecte Peer-to-Peer aux États-Unis et Canada

Blackbaud a mené une étude sur les collectes de fonds en peer-to-peer, sur des évènements sportifs de course ou marche à pied et de cyclisme. L’étude s’appuie sur les données de 171 organisations, 16 855 évènements organisés de 2014 à 2016.
Plus de 10,9 millions de personnes ont participé à ces évènements et collecté plus de 1,23 milliards de dollars.

Principales conclusions et tendances de l’étude

• Quality over quantity. Participation rates in traditional peer-to-peer fundraising declined from 2015 to 2016; however, the fundraising value of those participants is growing across almost all event types.
• Fundraising did not decline at the same rate as participation. This may indicate organizations are coaching existing participants to fundraise more effectively online. A smaller group of fundraisers also creates risk; without an influx of new participants to take their place, event success is more dependent on retention of existing fundraisers.
• Participant loyalty (retention) showed declines in all event categories except Cycle. This shows a need to address both retention and acquisition of participants for fundraising events.
• Returning participants raise significantly more than new participants. In Walk events, a returning participant secures three times the contributions a new participant raises!
• Just 3% of 5K participants are responsible for 65% of the donation revenue. And 13% of walkers bring in 84% of event donation revenue. With participant numbers declining, it’s more essential than ever to retain star fundraisers… and to coach up new star fundraisers.
• Cycle participants outperform those in all other event categories. They raise more money, attract more and larger gifts, and use online tools more often and more effectively.
• Participants who send emails can raise between 2 and 11 times more than those who do not use email tools. When participants use the online tools given to them, they raise more money.
• Participants who update their personal page raise between 7 and 18 times more than participants who do not update their pages.
• Women sign up in greater numbers, lead more teams, and raise more money than men in every peer-to-peer category except Cycling. Expect to see five women for every two men in your Walks and 5Ks.
• Team captains and team members do the heavy lifting in most event categories. In Cycle events and 5Ks, teams raise 85% and 76% of donation revenue, respectively. In the Walk category, 91 cents of every dollar raised comes from teams.
• Endurance events see a comparatively strong performance by individual participants with individuals comprising 39% of the participants and raising 43% of the revenue.
• We see many organizations adding independent fundraising programs to complement their traditional peer-topeer events. Do-it-yourself (DIY) events offer a way to expand fundraising options available to supporters.
• Canadian organizations outperform their U.S. counterparts in important performance categories, including average dollars raised, number of gifts per participant, and percent of participants sending email.

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