Enthuse becomes London Marathon Events official online fundraising partner
Melanie May | 1 February 2022 | News
London Marathon Events has today (1 February) announced a three-year partnership with Enthuse, which will see it become its official online fundraising partner across the full LME portfolio, including the TCS London Marathon, RideLondon, the Vitality Westminster Mile, Vitality London 10,000, The Big Half and Swim Serpentine.
Enthuse will support each event with an official branded fundraising platform.
The agreement follows an extensive consultation process following the closure of Virgin Money Giving, LME’s longstanding online fundraising partner, last year.
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The partnership will start with the ballot results announcements for RideLondon and the TCS London Marathon this month. From then on, fundraising page creation will be integrated with the event registration process for all LME events. Fundraising pages will be fully branded with the logo and colours of the charity the participant has chosen to support, and creating a fundraising page will feel a seamless part of the registration process for participants with no need to create a separate account.
Hugh Brasher, Event Director of London Marathon Events, said:
“We were looking for a new online fundraising partner that would provide the best possible service for our charities, our participants and their donors. We are very excited about this new partnership and impressed with the Enthuse management team’s commitment to use technology to improve the experience for all users and the company’s growth plans. We look forward to working with Enthuse to raise many millions more for good causes through our events.”
What it means for charities
Charities will have full access to real-time fundraising and donations data, insights and analytics for their supporters participating in any LME event via a centralised account for all events. Charities will also be able to capture any custom data they require as well as showing the availability of match giving funds to donors – as the start of a series of new features coming later in the year.
What it means for participants
For participants, fundraising pages will provide a home for all training and fundraising activity pre-event, on the day, and post-event. Fundraisers can showcase their training efforts, as well as post updates, images and videos to their fundraising page to showcase their fundraising activities. They can also livestream their efforts on the day of the event to allow supporters to follow their progress. In addition, there will be an opportunity for friendly competition with other participants through leaderboards for the amount fundraised, activity levels and finishing times.
At the TCS London Marathon – for which British Heart Foundation is this year’s charity partner – a participant’s fundraising page will also be integrated with the official app, so that supporters tracking a participant can easily donate and see the participant’s finish time automatically posted to the fundraising page.
Participants will still be able to create a fundraising elsewhere on a platform of their choice if they wish.
Chester Mojay-Sinclare, Enthuse Founder and CEO, said:
“We’re absolutely delighted that London Marathon Events has entrusted us to take the baton from Virgin Money Giving as its official online fundraising partner. It’s a real honour to be powering some of the largest and most prestigious fundraising events in the world and we can’t wait to get to work with the brilliant London Marathon Events team. We believe in putting the charity’s branding first and creating innovative solutions that help them to maximise their fundraising and that’s what we’ll deliver. We’re excited to be supporting even more great causes to raise as much as possible through this partnership. We will continue to invest in our product to provide charities with innovative fundraising solutions that are transformative for the sector, but simple to use.”
All LME partner charities with places in any LME events will be featured on the official fundraising platform for RideLondon for the ballot results announcements later this month. This will be expanded to include all charities registered with Enthuse in time for the TCS London Marathon ballot results.
Any additional charities wanting to be included on the platform for the TCS London Marathon ballot results announcement for free can register online.
WATCH: Enthuse and London Marathon Events announcement
About Melanie May
Melanie May is a journalist and copywriter specialising in writing both for and about the charity and marketing services sectors since 2001. She can be reached via thepurplepim.com.