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London Marathon donations on Virgin Money Giving reached £14 million

London Marathon donations on Virgin Money Giving reached £14 million

Runners in the 2011 Virgin London Marathon raised nearly £13.88 million using the not-for-profit online fundraising service Virgin Money Giving. This was an increase of 67% over the £8.3 million raised in 2010, the first year of Virgin’s sponsorship of the event.

The totals include Gift Aid: 86% of all donations on claimed the tax relief, resulting in £2.2 million being added to donations.

The numbers of people donating through the site also increased, up from 214,405 in 2010 to over 350,000 people this year. The average donation however remained almost static at at £31.34. The average amount raised per runner was around £1,436, including Gift Aid.

Older runners seem to enjoy more success at fundraising through the website. Those aged 50 years old and above benefited from higher average donations than those aged between 25-40. 65 year olds obtained the highest average donation, at just under £50, nearly £20 higher than the average donation. has so far achieved 86% uptake of Gift Aid through its service and has raised more than £50 million for good causes since its launch. It has over 3,800 charities registered and 100,000 fundraisers taking part in a range of activities.

Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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