The 2019 Virgin Money London Marathon, which takes place on Sunday, is set to raise over 20 per cent more charity donations than last year.
Donations through Virgin Money Giving have raised £24.8m, toward an overall event total of £63.7m.
This sets a new world record for the highest amount raised by a yearly single day fundraiser event, for the 12th successive year.
The average figure for charity donations raised per runner in 2018 through the Virgin platform was £2,100, which organisers expect will be higher this year.
Charity fundraising is biggest running motivation
Meanwhile, according to research from the London Marathon’s sponsor Virgin Money, a quarter of past runners said the biggest training motivation for them was raising money for a charitable cause.
A fifth said they ran for the personal challenge.
Louise Hodges, head of Consumer Communications at Virgin Money said: “The psychology of running is fascinating and the reasons people choose to take on a marathon are innately personal and unique.
“Our research shows however that running with a purpose and cause in mind is the most motivating influence on both the runner’s motivation and the support friends and family offer them.”
Some 22 per cent of men and 14 per cent of women surveyed run for the enjoyment of the sport and 12 per cent take on the challenge for fitness goals.
Ten per cent of runners are motivated by honouring a lost loved one and 9 per cent run for weight loss and mental or emotional health.
Dressing in a tutu, a popular fancy dress
A fifth of the 2,000 Brits who responded to Virgin Money’s survey said friends running in the marathon would encourage more donations if they wore fancy dress.
Some of the most popular costume choices were:
- Donald Trump
- An adult in a nappy
- Dressing in a tutu
- A nun
- Lederhosen
- A banana
- A smurf
Runners also considered the cost and effort of preparation for the marathon, with 43 per cent prioritising healthy eating.
A third of runners invested in a new pair of running shoes, 27 per cent in gels and energy drinks and 16 per cent purchased a heart monitor like FitBit.
Over a third said they would cut down on alcohol and sweets while training, 28 per cent would give up late nights and 17 per cent would give up smoking.
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