The income from the country’s largest fundraising events fell last year, according to a recent report by agency Massive.
The Massive Top 25 looked at income from the 25 largest fundraising events in the UK and found that between them they produced £135.5m, compared to £139m last year.
Eight events saw income fall, including the two biggest – Race for Life, the World’s Biggest Coffee Morning.
Race for Life, run by Cancer Research UK, saw income fall £10m to £38m. The World’s Biggest Coffee Morning, run by Macmillan, saw income fall by £2m to £27.5m.
Walk the Walk’s Moonwalk saw income fall by £500,000 to £7.5m.
The other 22 events saw income rise by £4m per cent to £70m.
The biggest proportionate increase was at Kiltwalk, which saw income grow £1.8m – 200 per cent – to £2.7m.
The biggest new event was Mighty Hikes, from Macmillan Cancer Support, which raised £4.7m.
Massive said that it was concerned that both of the largest fundraising events were more than 20 years old and were having “an issue around product lifecycle”.
“The message we take from this is that above all else it is the quality of delivery that matters,” the agency said in its report. “Whether launching a new product or turning around a declining campaign, focusing on the core offer and clearly identifying and targeting the most relevant and valuable audiences is the key to delivering success.”
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