London Marathon is the largest fundraising occasion on the planet.

As somebody taking care of charity fundraising, this might sound intimidating…particularly for those who’re a small group. However the fundraising potential for charities of all sizes on this occasion is extraordinary. 

We caught up with Charlotte Brennan from the Prostate Most cancers Analysis’s small occasions group on our current webinar hosted by Fundraising In all places. In 2023, the charity smashed its £188,000 goal for London Marathon 2023, elevating £250,000 with a couple of key methods any charity can use!

Hold studying for loads of helpful suggestions, our London Marathon 2024 fundraising timeline, and the subsequent steps your charity ought to take for the most effective fundraising potential.

Leap to a piece:


High suggestions from Prostate Most cancers Analysis

Prostate Most cancers Analysis (PCR) smashed their preliminary goal of £180,000, occurring to lift a whopping £250k in London Marathon 2023, with a median raised of £2,930 per participant!

How did they get there?

Whereas everybody has their very own group, time, and funds constraints, each charity can adapt the following tips for their very own group.

Right here’s how they did it.

Recruit passionate individuals

Getting the precise individuals on board within the first place generally is a game-changer to your fundraising. Charlotte’s recommendation: recruit people who find themselves passionate.

The group made telephone calls to the strongest candidates to get to know their fundraising plans and connection to the trigger.

“You need individuals to be as engaged as potential all through the journey. You’re going to get way more out of somebody who’s dedicated to fundraising [over simply giving a donation to meet the target amount].”

Charlotte Brennan, Prostate Most cancers Analysis

A part of Prostate Most cancers Analysis’s cheer squad making London Marathon particular. Photograph supplied by Prostate Most cancers Analysis.

Optimise your onboarding

When you’ve chosen your runners, you wish to make their welcome particular! PCR gave their new fundraising group a couple of particular items to have a good time upon becoming a member of:

  • A personalised working high
  • Coaching guides and an invitation to an in-person Coaching Day occasion
  • A PCR Cheer Squad current on occasion day
  • A post-race celebration
  • Ongoing fundraising assist
It is a mammoth effort to your fundraisers. Take the time to point out up for them too! Photograph supplied by Prostate Most cancers Analysis.

Boost your stewardship

We speak loads about this, however what’s it? It merely means taking care of your runners all the way in which to race day… and past!

“The very first thing we did was arrange our JustGiving Marketing campaign Web page and share the fundraising hyperlink with runners, to allow them to get their fundraising pages began as quickly as potential.”

Charlotte Brennan, Prostate Most cancers Analysis

Utilizing a Marketing campaign Web page permits all of your London Marathon fundraising to enter one web page, offering a collective purpose and wholesome competitors.

Working backwards from the occasion, PCR centered on their key touchpoints: common contact by e-mail, telephone, in addition to a Fb and Strava group.

“Check other ways of speaking. If one thing doesn’t work, change it. When you’re struggling to get somebody on the telephone, ship them a textual content message.”

Charlotte Brennan, Prostate Most cancers Analysis

Use incentives for fundraising motivation

On JustGiving, London Marathon pages created earlier than Christmas go on to lift a median of 24% extra!

Prostate Most cancers Analysis used this stat to facilitate a contest to get individuals fundraising early. It doesn’t have to interrupt the financial institution – it may be so simple as gifting away your current charity merchandise!

Line up a coaching day

Simply after Christmas, PCR held a particular coaching day in central London to maintain motivation excessive throughout what’s usually a gradual interval.

The coaching day included a session from a private coach, talks from the PCR group, and a particular fundraising workshop. This boosted their group’s morale and allowed runners to fulfill one another and turn into extra built-in within the charity’s group.

What a formidable group! Right here’s Prostate Most cancers Analysis’s 2023 London Marathon runners assembly in particular person at their 2023 coaching day. Photograph supplied by Prostate Most cancers Analysis.

Help all of your runners

Poll runners vs charity runners: what’s the distinction?

Poll runners are individuals who have already got a spot within the marathon, then may select to fundraise for a charity. Charity runners are these recruited by the charity and who will then use the charity’s personal locations  within the occasion, which the charity’s obtained from London Marathon occasion instantly.

However the important thing takeaway right here? They’re each simply as necessary!

Poll place runners are simply as necessary as charity runners and are taken on the identical journey, minus the goal. For instance, one in every of their poll runners raised £3,030, and one other raised £1,096. Two very impactful fundraisers!
Photograph and graphic supplied by Prostate Most cancers Analysis.

At each alternative, take all of your fundraisers on the identical journey and provides them the identical assist.

Attempt advertising segmentation

PCR used a well-proven advertising technique to higher communicate to their totally different fundraisers: segmentation.

“We segmented our fundraisers into Excessive-Medium-Low fundraisers after Christmas and tailor-made their communications from there.”

Charlotte Brennan, Prostate Most cancers Analysis

Utilizing advertising segmentation, the charity may higher tailor their communications. For instance, they might encourage fundraisers who hadn’t reached their purpose but to maintain going.

Tailoring your e-mail communications based mostly on how a lot your fundraisers have raised. You can provide congratulations to those that have reached their objectives, further encouragement to those that want it, and assist throughout. Graphic supplied by Prostate Most cancers Analysis.

Present up on occasion day

Cheer, cheer, cheer!

PCR made certain their supporters had an enormous crowd as they ran the London Marathon, in addition to a particular after-party at a close-by venue to have a good time their runners.

When you’re not in a position to get your cheer squad collectively on occasion day, no worries. Our JustGiving group cheer squad might be there to assist your runners and make as a lot noise as potential to spur them on over that end line!

Additional London Marathon occasion day assist supplied courtesy of the JustGiving group!

Say thanks!

PCR recommends sending handwritten thank-you letters to these individuals who went above and past: your fundraisers. Outdoors of simply displaying your appreciation, you’ll be able to share whole fundraising outcomes, and detailed details about how their contribution will make a distinction.


Begin fundraising in London Marathon 2024

Begin your journey to London Marathon 2024 fundraising success with these key actions.

1. Create your Marketing campaign Web page

This acts as your London Marathon occasion touchdown web page. Right here you’ll be able to carry all of your fundraisers and donors collectively in a single central hub!

When you’ve created your web page, be sure it’s related to the official Occasion ID 8149436. Be taught extra about the right way to make an incredible London Marathon Marketing campaign Web page.

2. Share your Marketing campaign Web page hyperlink

Once you share your marketing campaign’s Fundraising Web page Hyperlink, any fundraiser who begins fundraising from this hyperlink will mechanically be related to your London Marathon Marketing campaign Web page and can contribute to your collective purpose!


Share your hyperlink by going to Campaigns > View current Campaigns > Extra > Share fundraising hyperlink

3. Fill your locations

Use our tailored Charity Place Finder to search out runners to your London Marathon fundraising! You merely checklist your open locations you have already got, and we’ll work to advertise them with and excited runners.

4. Overview your comms

When fundraisers signal as much as JustGiving, they’ll get our personalised and high-performing emails that give them the arrogance to ask for donations and updates on their progress as they go.

Verify your messaging in opposition to the timeline beneath to be sure you’re encouraging the most effective behaviours on the proper time, paying attention to whenever you’re encouraging web page creation, web page activartion, or web page worth:


How we’re serving to you increase extra in London Marathon 2024

In 2023, London Marathon fundraisers used JustGiving to lift greater than £39 million for two,500 charities. We’re seeking to develop this much more in 2024, since you and your fundraisers deserve the most effective!

Along with optimising our checkout course of, stewardship, and charity assist, we’re launching three new initiatives for a enjoyable and profitable London Marathon in 2024:

Charity Place Finder

Our tailored platform for connecting passionate fundraisers with charities they wish to assist.

High of the Coaching Tracks

A model new music based mostly JustGiving competitors with the prospect for fundraisers to win £500 donations.

£1,000 donation bonuses

An opportunity at £1,000 donation boosts for fundraisers who create pages between 23 Oct 2023 – 30 Nov 2023.


When you haven’t already, watch the complete stream for much more of Charlotte’s suggestions for London Marathon success. Able to go? Discover ways to create a Marketing campaign Web page and get extra data on our London Marathon data web page.

HUGE because of Charlotte and Prostate Most cancers Analysis for sharing their expertise, and methods. We hope this helps you attain your objectives in subsequent 12 months’s occasion!

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