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Mass participation fundraising continues to grow, research shows

Melanie May | 1 August 2016 | News

Mass participation fundraising shows continued growth according to research from massive.
Traditional charity fundraising methods attract the most participants, according to the report, which looks at the biggest charity mass participation fundraisers in the UK.
2015’s top five fundraisers according to massive’s Top 25 are:
1) Race for Life (Cancer Research UK) – £52,800,000 raised
2) World’s Biggest Coffee Morning (Macmillan Cancer Support) – £27,650,000
3) Walk the Walk (Moonwalk) – £6,800,000
4) Movember (The Movember Foundation) – £5,200,000
5) Brave the Shave (Macmillan Cancer Support) – £4,445,000
Cancer Research UK’s Race for Life topped the rankings for the third year in a row, bringing in almost double the amount of income than its nearest competitor.
Macmillan Cancer Support and Cancer Research UK accounted for 75% of the income generated in 2015 by the 10 biggest fundraisers in massive’s Top 25, according to the survey.
Between them, the Top 25 attracted more than 3.5 million participants last year and raised more than £136 million. The fastest growing campaigns were Tommy’s Splashathon, the Alzheimer’s Society Memory Walk, and Great Ormond Street Hospital’s Race for the Kids.
According to massive strategy director John Tasker, the survey had shown a shift from 2014 when viral fundraising took the lead in the peer-to-peer market, with events such as Dryathlon, Sober October and Movember showing a decline in income in the latest survey.
He said:

“Away from digital social events, the continued rise of Memory Walk, and the appearance in the Top 25 of GOSH’s Race for the Kids and Tommy’s Splashathon, both more than five years old, demonstrate the profit in a more long-term approach. They keep the cause front and centre, activity relevant to their audience and deliver an experience that retains and attracts new participants to build income year-on- year.”

The report can be downloaded from the massive site.
Picture: Alison Steadman & Larry Lamb, World’s Biggest Coffee Morning 2015.


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