When it comes to events fundraising, are you ahead of the crowd?

Brighton Heroes Run - Viking

Daniel Fluskey | 15 August 2016

Whether it’s baking a cake, running a marathon, climbing a mountain, dressing up in a particular style or doing something completely off-the-wall, participating in an event to raise money for charity provides a unique opportunity for everyone to be a fundraiser.

While charitable giving has remained steady over the last few years, participation in fundraising events has grown across the board. Undoubtedly, the impact of social media has had a positive impact: the development and refinement of online platforms such as everydayhero mean that it is simple and easy for people to start fundraising, provides a safe and convenient mechanism for individuals to donate, and an efficient and reliable service for charities.

It’s certainly encouraging to see that the majority of fundraisers that have taken part in this research are reporting that income from events is increasing – charities are doing something right in encouraging individuals to take part and support their causes. But, (as always!) we are looking at opportunities to achieve even more. We know that the best fundraising is not about a ‘one off’ - whether that’s a single donation or participation in one event - it’s about developing and maintaining a relationship, engaging people with a cause that they care about and offering them opportunities to support that cause in different ways and at different times.

The Closing the Loop report launched last year with Blackbaud found that:

  • 92% would consider supporting the same charity again but in other ways
  • Nearly a quarter (23%) reported no further contact was made since being thanked for their support
  • The most common challenge cited by event participants was that the fundraising target set was too high (27.1%) followed by not knowing how to start fundraising (21.2%)


Make sure you get feedback after the event to check you’re doing the right things and take advantage of the different ways of communicating with people – for example, we find that using text messages is really effective at getting quick responses.” Emily Roff, Sports Events Manager, Children with Cancer UK


Daniel Fluskey, Head of Policy and Research, Institute of Fundraising


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