Maximising fundraising through major events
The London Marathon is almost upon us, and every year it captures the imagination of the public—not just as a test of endurance, but as one of the most powerful fundraising opportunities in the UK. In fact, it’s one of the largest single-day fundraising events in the world, generating tens of millions of pounds for charities of all sizes. For nonprofits, events like this are golden opportunities—not just for raising money, but also for building awareness, engaging communities, and inspiring long-term support.
So how can your charity make the most of events like the London Marathon?
1. Get ahead of the game
Planning is key. Securing charity places for major events like the London Marathon requires forward thinking. Many charities apply months, if not a year, in advance to obtain Golden Bond places (guaranteed entries for charities). These are limited and highly sought-after, so it’s crucial to be early and strategic.
If your charity doesn’t have access to guaranteed places, don’t worry—you can still engage runners who get spots through the public ballot. Create a welcoming and supportive environment that encourages them to choose your cause.
2. Create a compelling narrative
Runners are more likely to raise money effectively when they have a strong, emotional story to share. Equip your runners with key messages about your charity, impactful stories, and clear examples of what donations can achieve. The more personal and powerful the story, the better.
Also consider showcasing stories from past runners and beneficiaries. These real-life examples build credibility and emotional connection with potential supporters.
3. Support your runners every step of the way
Training for a marathon is a huge commitment. Make sure your fundraisers feel part of a community. Offer training tips, fundraising support, branded gear, and regular check-ins. Host pre-race meetups or post-race celebrations. The more supported they feel, the more motivated they’ll be to fundraise and spread the word.
4. Maximise online fundraising tools
Ensure your charity is set up on popular platforms like JustGiving or Enthuse, and provide guidance to your runners on how to optimise their pages. Encourage them to use photos, videos, and frequent updates. Promote their pages across your own channels and highlight exceptional efforts to inspire others.
5. Leverage the buzz on social media
Big events like the London Marathon naturally attract attention—use this momentum. Create countdowns, celebrate milestones, and share behind-the-scenes moments from your runners. Use event hashtags to widen your reach, and tag your fundraisers to encourage engagement from their networks.
6. Think beyond the race
The marathon might be a one-day event, but the relationships you build can last much longer. Follow up with your runners—thank them sincerely, show them the impact of their fundraising, and invite them to stay involved. They could become long-term advocates, donors, or even repeat participants.
In conclusion
Events like the London Marathon are more than just sporting spectacles—they’re powerful platforms for change. With the right approach, they can help charities not only raise vital funds but also grow their visibility, supporter base, and long-term impact.
At IFCo, we help charities of all sizes develop strategies to make the most of these opportunities. If you’re looking to turn your next big event into a major fundraising success, we’d love to help.