Updated 3/2/2026
DID YOU KNOW?
Retention Is One of the Most Underrated Strategies in Peer-to-Peer Fundraising
The 2025 RunSignUp Race Trends Report states that 17% of participants return each year.
That number can vary, of course, I recently worked with a really fun and unique event that had a 21% return rate. I run an event that has around 62% return rate.
When only 17% of participants return, that means 83% are new, and likely unfamiliar with your mission. These new participants will need strong onboarding and education to become effective fundraisers.
A successful peer-to-peer (P2P) strategy isn’t just about recruiting new participants, it’s about building long-term relationships with the ones you already have.
The solution?
Build a Retention Plan Like a CRM Strategy
Nurture your participants year-round, just like a customer relationship strategy.
Share photos, impact stats, and updates on a regular basis to keep your cause top of mind.
Deliver a Standout Event Experience
Create memorable experiences that inspire participants to register for next year, today.
Over-Communicate, with 70% of participants likely new, proactive and clear communication is essential.
Offer Something Unique, from different distances, fun swag, local food—small touches make a lasting impression.
Balance Retention and Acquisition
Re-Engage Past Participants, they’re already invested and easier to activate, don’t let them slip away.
Welcome New Participants Thoughtfully with strong onboarding to help them understand your mission and become passionate fundraisers.
Leverage Returning Participants as Fundraising champions, they’re more likely to fundraise and advocate, build on their momentum.
This is a cycle, and you need to keep engaging and empowering returning participants while welcoming and onboarding new ones. When you get that mix right, you don’t just run an event, you start to cultivate a community who will become advocates for your mission for the long haul.
Go out there and keep them!