Event fundraising continues to change. With the help from our partners at Massive, Let’s Do This, Run for Charity, Action Challenge and GivePanel, we recently analysed hundreds of events and fundraising campaigns to see what is working, what is not, and how fundraiser behaviour is changing.
And we are super excited to share it all with you now. Here is what we discovered.
Everyone is talking about runs and walks
Half marathons are a mainstay for charity fundraising and made up 62% of JustGiving's event fundraising pages in 2024. But marathon fundraisers raised more, bringing in 57% of donations in events.
There is big growth happening in shorter distances too, with 2024 boasting a surge of interest in 5k and 10k events.
Running hits that fundraising sweet spot because it is not only popular but raises a lot of money (an average of £940 per page). Running events made up 43% of all sports event pages on JustGiving in 2024.
But do not overlook walking events – they are gaining popularity as well. Despite a lower average page value (£388), the popularity of walking challenges is translating to big impact, raising 7% more for charity the past year.
Use this to align your charity’s strategy with your goals in 2025. If you are looking to grow your fundraiser community, focus on half marathons, 10Ks, 5Ks, or walking events. If you are aiming for donation revenue growth, make sure your event portfolio includes a marathon or two or three.
Young women taking the lead
Events are seeing a shift in participation towards a younger, predominantly female audience.
This group shows a preference for shorter distances like 5k and 10k runs and tends to register closer to the event dates. This group also presents a significant opportunity for long-term relationship building.
When engaging this group, thoughtful social media marketing will be essential. Share emotional stories about your beneficiaries to create a connection. Collaborate with influencers who can amplify your message. And invest in targeted advertisements to make sure your charity is seen.
By doing so, you can attract and retain this generous audience, maximising your fundraising potential over time.
Favourite communication channels
It is 2025 and there are countless ways to keep in touch with your community. How do you know which is best?
Fundraisers told us what they like best. The most interesting part, however, is that there are some discrepancies between what people prefer and what charities are actually doing:
- Email is still the most preferred channel and the most used by charities.
- Phone calls and posts are the least preferred methods, yet in the top channels used by charities.
- SMS and WhatsApp are some of the most preferred channels, yet they are underused by charities.
Whether you are prepping for your first fundraising event or are a seasoned pro, read the new JustGiving 2025 Event Fundraising Report for all the trends, insights, and tips for successful event fundraising in 2025.
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