# Insights on giving to this year’s London Marathon revealed by new service

- Link: https://fundraising.co.uk/2024/09/30/insights-on-giving-to-this-years-london-marathon-revealed-by-new-service/
- Published: 2024-09-30T07:03:07+01:00
- Author: Melanie May

**This year’s TCS London Marathon saw approximately 1.6 million donations made across
15 fundraising platforms, according to data from a new charity insight and benchmarking
service.**

[collaborate+](http://www.collaborateplus.io) has been created to provide charities
with giving data across multiple giving platforms along with benchmarking, giving
trends and actionable insights, provided in partnership with [The Information Lab](https://www.theinformationlab.co.uk/).
It aims to help charity leaders assess fundraising performance across individual
giving, to save them time and money and help them diversify fundraising with reduced
risk.

collaborate+ will be aggregating data from multiple online giving providers across
various giving methods, such as peer to peer, micro donation, campaigns and face
to face, on one platform.

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Its first project was working with London Marathon Events to gather data on fundraising
from the 2024 TCS London Marathon. Nick Rusling, CEO of collaborate+, had previously
worked with London Marathon Events during COVID-19 as Co-Chair of the 2.6 Challenge,
which raised more than £12 million for 4,000 charities.

Across the 15 platforms, participants in the TCS London Marathon [raised a total of £73.5 million](https://fundraising.co.uk/2024/09/26/2024s-london-marathon-raised-record-breaking-73-5mn/).
This is a new world record for an annual one-day fundraising event, and beats London’s
previous world record set in 2019.

Nick Rusling commented:

> “In the UK, we have so many organisations offering fundraising solutions for the
> public and this work has helped bring them together, emphasising the importance
> of collaboration.”

The online giving platforms used by participants to fundraise at the TCS London 
Marathon were: Enthuse (official online fundraising partner for London Marathon 
Events); Cancer Research UK; Crowdfunder; Facebook; GoFundMe; givestar; Give Wheel;
GivenGain; Give as you Live; Givey; Funraisin; Instagram; JustGiving; Social Sync;
and Wonderful.

Tom Brown, CEO of The Information Lab commented:

> “The Information Lab is all about enabling all organisations to make sense of 
> data and we’ve been delighted to partner with collaborate+ from the outset to 
> democratise data for all charities. Crucially our role is to bring this data to
> life so they can take positive actions to raise more money.”
>  

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