Are mass participation events worth the effort?

Mass participation events are one of the most effective ways for charities to build their brands, recruit new supporters, and raise money. They’re a win-win both for charities and participants, giving supporters the chance to take part in memorable events – from cycling races and marathons, from fun runs to muddy obstacle races.

 

We explore some of the benefits of mass participation events.

 

 

Building community

 

But what makes mass events particularly special is the unique communities they create. Mass events often attract a diverse crowd of participants, that come together for a shared purpose.

 

Whether participants sign up because they want to smash a personal challenge or support a cause close to their heart, mass events can be a powerful, emotive, and fun experience.

 

And they can inspire long-term loyalty (the Mass Participation Pulse 2025 report found that just under a third of participants surveyed are happy to do the same event over multiple years).

 

 

Raising money

 

There are lots of ways to raise money through mass events from participants’ entry fees and fundraising, to selling merchandise and refreshments. Some charities also run auctions and raffles alongside their main event.

 

And the success of mass events is on the rise. Massive found that the largest 25 charity-owned fundraising events (including Race for Life and Macmillan’s Coffee Morning) collectively raised £132 million in 2023 – a 16% increase over the previous year.

 

And on an individual level, Enthuse reported that, in 2024, 39% of participants raised up to £500 per event, 48% between £500 and £3,000 and 13% more than £3,000.

 

 

Increasing visibility and engaging supporters

 

Mass events are a great way to raise awareness of your charity and can be particularly powerful in engaging new supporters: 48% of event participants who fundraised for charities last year were supporting that charity for the first time.  

 

Advertising the event alone can make more people aware of the work you do, while fundraisers themselves will help promote your cause, when asking their networks of friends and family to sponsor them.

 

To run smoothly, mass events need strong teams of volunteers, bringing another opportunity for you to engage new supporters. You’ll need a dedicated team to guide participants through registration to fundraising, as well as provide on-the-day support. Being part of a fun, positive event is a great way for volunteers to get to know your charity and their fellow volunteers.  

 

 

A bright year ahead for mass events

 

Massive report a positive outlook for fundraising through mass events. The Mass Participation Pulse 2025 report shows that 2024 was a strong year for event organisers. It looks likely that 2025 will follow the curve. 

• There are record ballot entries for events like the London Marathon and the Great North Run
• Event entry levels are well beyond 2019 pre-pandemic levels
• Events are attracting new audiences, with over a quarter of people surveyed having taken up events since 2022
• 32% of respondents are expecting to increase the number of events they plan to take part in in 2025

Enthuse’s Mass Events 2024/25 report shared this optimism, reporting that 23% of the public were already committed to a 2025 charity event, and another 47% were thinking about it.

 

 

Getting the most out of your mass events

 

While you may have run your mass event for many years, there are always ways to improve what you do and to encourage more fundraising from participants. You could look at: 

Attracting new, younger audiences through targeted marketing

• Encouraging your participants to start fundraising early (Enthuse found that the most successful event fundraisers start six months out from event day, with four in ten (38%) of those raising £3,000 or more)
• Using tech to shape and improve participants’ fundraising experiences, such as enabling participants to track fundraising in real time or personalising platforms for better engagement
• Supporting participants to raise more by giving information about how the money will be used and encouraging them to regularly share fundraising posts

Take a look at Enthuse’s Mass Events 2024/25 research for more insights into what drives participants to take part and how to get the most out of your fundraising events. 

 

The GOOD Agency also shares ideas, including a reminder that it’s better to do a few events well, rather than spreading your resources too thinly. It also flags up the importance of carefully considering your event objectives before starting out.

 

Or read our hints on how to host a great fundraising event and find out how one charity doubled its events income.