The People Behind the Numbers: Part 2 of the P2P Top 30 Data Deep Dive

In Part 1 of our P2P Top 30 Data Deep Dive, we dug into twenty years of sector revenue and found a story hiding in plain sight: the era of the mega-event is fading, but the rest of the sector is quietly at an all-time high.

Part 2 is live now, and we shift the lens from revenue to people.

This installment explores the relationship between participants and revenue across 102 P2P events. We test a key question: Do more participants mean more revenue?

The short answer, as you might expect, is "yes." But the longer answer is surprisingly nuanced. For walk/run events, the connection between participants and revenue is nearly linear. For endurance and DIY programs, the math works completely differently. We built two new interactive charts to help you see it for yourself.

That leads us into another interesting dynamic of peer-to-peer fundraising: activation. Not every participant fundraises. In walk/run events, about 39% do. In endurance events, it’s closer to 89%. That gap creates a massive difference in median event gross per participant, from $275 for a typical walk to over $3,000 for a DIY program.

The temptation is to compare those numbers and conclude that one model is “better.” The real insight is that they’re entirely different strategies.

If Part 1 was about where the money went, Part 2 is about where the people are. Explore the Data Deep Dive Now →