Recent years have witnessed an impressive rebound in Peer-to-Peer programs from pandemic lows, engaging millions of supporters across generations in increasingly creative ways. Part 1 explored why P2P fundraising merits consideration as a strategic revenue stream. This article highlights emerging peer-to-peer campaign formats and discuss the risks of maintaining the status quo.
One reason P2P fundraising appeals across generations is its remarkable versatility. The landscape extends far beyond traditional 5Ks and bike-a-thons, with creative peer-to-peer campaigns taking countless forms. Here are several innovative and non-traditional P2P formats gaining momentum:
• Esports & livestream fundraisers: Charities increasingly engage online gaming and streaming communities. Extra Life, a 24-hour gaming marathon benefiting Children's Miracle Network Hospitals, exemplifies this trend. Thousands of gamers fundraise through Twitch and YouTube as they play, often in teams, collectively raising over ten million dollars annually.⁵ Similarly, events like St. Jude PLAY LIVE invite content creators to host charity streams, leveraging entertainment for social impact. These campaigns engage younger supporters (Gen Z and Millennials) on platforms they already enjoy—no running shoes required.
• Augmented reality challenges & scavenger hunts: Some nonprofits blend fundraising with smartphone-powered adventures. City-wide scavenger hunts where each solved clue generates donations, or AR (augmented reality) fitness challenges with virtual checkpoints for charity, represent innovative approaches. Organizations increasingly use mobile apps to create these interactive experiences, which particularly appeal to families and tech-savvy younger generations. A children's hospital foundation might design an AR "monster hunt" game for families to play in their neighborhoods, raising funds through pledges. This gamification brings an engaging dimension to P2P fundraising that transcends traditional walkathons.
• Virtual and hybrid fitness challenges: Virtual fitness platforms have created new avenues for P2P engagement. "Hybrid" events allow participants to join physical events or compete virtually from anywhere. During pandemic lockdowns, many organizations demonstrated this concept's viability with virtual races and rides. One such client was Fighting Blindness Canada. A Zwift race was created allowing participants to virtually cycle with a Canadian Paralympian. The Great Cycle Challenge exemplifies this approach perfectly—a virtual fitness challenge that originated in Australia before expanding to the United States and Canada in 2015 and 2016, respectively. Participants pledge to ride a certain distance (outdoors or indoor) during September to fight childhood cancer. Riders of all ages and abilities cycle "anywhere," including local roads, trails, or stationary bikes-and log their miles via the event's app or platforms like Strava or Peloton. This innovative program has raised an impressive $72.6 million in the U.S., $54.3 million in Canada and $44.8 million since their respective inception dates. Beyond this example, numerous cycling charities host virtual rides where cyclists' avatars pedal together in real time, often guided by celebrity ambassadors. By offering both in-person and virtual options, nonprofits ensure inclusive participation regardless of location or physical ability.
• Gamified competitions and distinctive challenges: Almost any activity can become a fundraiser with peer sponsorship. People rappel down skyscrapers, grow distinctive facial hair (Movember), shave their heads (World's Greatest Shave in Australia), or abstain from indulgences (Dry February or Dry July)—all in support of worthy causes. In Australia, the Shitbox Rally transforms a road trip in an aging vehicle into an epic fundraiser. In North America, events like the Leukemia & Lymphoma Society's Light the Night gather communities for illuminated evening walks rather than daytime runs, creating a moving, family-friendly experience that resonates deeply. The key insight: Innovation in peer-to-peer fundraising is limited only by imagination.
The risk of standing still
Conversely, maintaining the status quo without innovation can jeopardize peer-to-peer programs. Organizations that fail to evolve their P2P events risk stagnation, with declining participation and donations over time. Donor fatigue represents a genuine challenge. Even the most loyal supporters may disengage if an event fails to adapt to changing preferences and interests.
Unfortunately, several cautionary examples illustrate this risk:
• Multiple once-dominant U.S. peer-to-peer fundraisers have struggled in recent years due to insufficient evolution and stagnation. Susan G. Komen's renowned 3-Day Walk, a P2P powerhouse in the 2000s, experienced significant decline following controversy and limited renewal; by 2023, it had fallen to the bottom of the top 30 ranking , and by 2024, it dropped off the list entirely. In Canada, the Cancer Society's Dry Feb challenge experienced a sharp decline: 34% less revenue and 44% fewer participants year-over-year as supporters shifted to other initiatives.
• Perhaps the greatest risk of failing to innovate is missing engagement with younger generations. Each emerging generation has distinctive preferences for engagement. Gen Z might show less interest in traditional door-to-door pledge drives or formal running events but enthusiastically embrace a TikTok dance challenge for charity. Without evolving P2P offerings, organizations may inadvertently exclude the very individuals who represent their future donor base. Conversely, thoughtful new concepts can attract young participants rapidly-the ALS Ice Bucket Challenge demonstrated how quickly a fresh idea can capture youth interest and achieve global viral status.
In essence, complacency represents the primary obstacle to peer-to-peer success. Organizations must continuously assess and innovate their P2P campaigns or risk diminishing supporter enthusiasm. Encouragingly, even modest changes-updating fundraising platforms, adding virtual participation options, introducing fresh themes or challenges-can revitalize established events. When organizations embrace innovation, donors and participants notice and respond.
17+ years in the trenches
With over 17 years of experience in peer-to-peer fundraising, the STella! digital team has witnessed how innovation transforms outcomes. We've had the privilege of partnering on diverse P2P campaigns—including: Heart & Stroke's Jump Rope for Heart, the iconic CN Tower Climb in Toronto, the celebration of Light the Night walks and the nationwide Walk to Make Cystic Fibrosis History. This experience, spanning both traditional events and unconventional campaigns, has yielded valuable insights—
The bottom line
Peer-to-peer fundraising has evolved beyond a niche or supplementary approach, it's now central to how modern nonprofits raise funds and engage supporters. Recent statistics underscore its growing impact, and the diversity of successful campaigns demonstrates that effective P2P strategies exist for every audience, age group, and cause. P2P fundraising activates individuals' passion and networks in unique ways, creating personal connections to causes that traditional giving methods often cannot match.
To fully realize peer-to-peer potential, nonprofits should approach it as a strategic program; investing and innovating to nurture its growth. This requires staying informed about trends, responding to participant feedback, and demonstrating willingness to iterate. It may also involve recognizing when external expertise could prove beneficial. Just as organizations engage specialists for major donor campaigns or digital marketing, partnering with experienced P2P strategists can elevate results without requiring every lesson to be learned through trial and error.
Ultimately, peer-to-peer fundraising harnesses the power of community. It enables diverse groups to rally around causes, empowers individuals to make unique contributions, and creates enjoyable experiences in the process. By approaching P2P with creativity, strategic thinking, and openness to innovation, your next peer-to-peer campaign might become your most successful yet.
Eugene Astone is Director, Digital Fundraising Innovation at STella! – ST’s digital fundraising division. Eugene has 17+ years in the charitable sector helping nonprofits raise more money. Now, he is helping organizations maximize their online fundraising revenue through innovative, donor-centric digital acceleration. He has collaborated with diverse nonprofit organizations across North America throughout his career developing peer-to-peer campaigns, third-party platforms, online donation systems, donor-friendly websites and custom Shopify solutions.
[1] Cole, Amanda L., "Top 30 Peer-to-Peer Fundraising Events Accomplish Fourth Straight Year of Growth," NonProfit PRO, March 13, 2025; Peer-to-Peer Fundraising Top 30 Survey, 2024 – Peer-to-Peer Professional Forum (US and Canada results).
