The headlining events in mass participation campaigns have become stalwarts of the fundraising landscape: Cancer Research UK’s Race for Life; Macmillan’s World’s Biggest Coffee Morning; Movember. And the benefits of cracking into this market can be huge.

In the UK, the top 25 fundraising events are now raising over £136m (see table below). However, this is heavily slanted towards the big charities. According to event strategy and planning company Massive, market leaders Macmillan and CRUK accounted for 75 per cent of that total in 2016, and between them organised ten of the biggest fundraising events in the country. Macmillan’s coffee mornings have almost doubled income over the last few years, and even though income dipped slightly for Race for Life in 2016, its staying power is impressive.