Major sport events boost charity fundraising, says Massive report

A report by Massive, the events agency, shows the impact the introduction of two major new half marathon events has had on the amount charities raised from third party events.

The annual Sports Fundraising Monitor report, which analyses information from charities and more than one and a half million fundraising pages, found that the amount charities raised from sports events grew for the fifth consecutive year in 2018.

The Big Half and London Landmarks Half Marathons – both introduced in 2018 – helped grow the total collectively raised from the 25 largest sports events in the UK by more than ten per cent to more than £150 million.

John Tasker, strategy director at Massive, stated: “It’s true to say that the growth in how much these events help raise has slowed.

“However, the success of these new events highlights that there is space and appetite for the right events, even in a seemingly crowded market.”

Whilst events such as The London Marathon, Great North Run and The Royal Parks Half grew the amount they enabled charities to raise from their events, the agency found that the picture across the wider market is more nuanced, with a number of charities seeing both the number of fundraisers taking part in events and the total amount raised falling.

The fastest growing activity this year is half marathons, followed by treks and marathons with mud runs, obstacles and beers (MOB) events falling in popularity for fundraisers.

Tasker continued: “Outside of the big events we’re seeing participation grow, but that’s not always being matched by an increase in amounts people are fundraising.

“Over the last five years, we’ve seen the potential of events to excite and engage people in the work charities do. It’s great to see even in tough times for fundraisers, new and existing events still have the power to help charities do more.”

The top five sports events in terms of money raised included in the The Sports Fundraising Monitor are:

  • Virgin London Marathon
  • Simplyhealth Great North Run
  • Prudential Ride London
  • Royal Parks Half Marathon
  • Brighton Marathon Weekend