How to organise mass participation events

With the back of the pandemic and 2023 behind us, 2024 is the year to get on track. Throwing a big event, whether online, hybrid, or in-person could be just the engagement needed.

Speaking to Stand Out Magazine, John Tasker, partner at charity advisory firm Massive says: “Mass participation events remain one of the most effective ways for charities to recruit new supporters, build brand awareness, and deliver in-year income.”

The majority of charities plan to participate in large events. At the start of 2023, Enthuse’s Charity Pulse report underscores the importance of flagship activities. Of those surveyed, 81% say they are planning to participate in mass events, either with partners or alone.

Given how critical these occasions are, we take a deeper look at the benefits and offer charities some top tips on how to organise.

Review successful mass participation events

Look at the successes of major gatherings. At Charity Digital we’ve highlighted the success of the London Marathon’s fundraising and how they’ve dealt with going hybrid. Other big events include Giving Tuesday, which is another occasion leading up to the holiday season. When reviewing consider fundraising opportunities, brand visibility, and audience engagement. 

Decide whether to go it alone or with partners

Cooperation with other charities or corporate partners is a great way to boost fundraising power and tap into new audiences. We’ve showcased how charity-charity partnerships can make a big impact in terms of audiences and combined marketing and communication powers. Other benefits of partnerships include working with business partners and their employees. Engaging formally with corporates means you can count on their commitment.

Build your team

Organising and hosting a mass participation event means that large numbers of people will be contacting you, registering, and asking questions. You’ll need a dedicated team to look after them, and to steer participants through registration to fundraising.

During the event, make sure that you’ve also got people on site. For races, volunteers typically channel runners or are on hand to deal with any incidents.

Check out UK Government advice for logistics

The Cabinet Office sets out great advice in terms of what needs to be done when planning an in-person event. They go over what to consider when it comes to licensing, road closures, serving food, insurances, and other common elements.

Use digital fundraising tools

When marketing and fundraising for the event, use digital tools. Platforms for both individuals, teams, and charities are a mainstay. The top ones for mass participation events include JustGiving, BOPP, CAF Donate, and others.

Be social

Mass participation events involve lots of people and many are friends. Eventbrite underscores the importance of treating it as a social event. In their research, they found that many participants were actually there to support friends, have a laugh, and take part in a challenge. This was especially true for younger audiences, between the ages of 16-34.

Increase engagement towards the lead up

Building up to the event, engagement hypes up excitement. Use social media to drive the fundraising message home. Classy, the giving platform, explores social media templates to generate interactions and donations. Bringing out the leadership team does wonders. Getting the CEO to speak, participate, and thank audiences relays authenticity.

Document everything

During the event, ensure you’re taking photos, videos, and getting commentary. This goes for participants, charity organisers, and anyone adjacent to the event. File and maintain all media in the content management system so marketers can pull out highlights for future posts.

Share your results

Last, don’t forget to share your progress during the event and results. Livestream participants and share commentary. For added authenticity, document both triumphs and stumbles. Don’t forget to enable donation options. Afterwards, make sure you’re ready to talk about the event. Take note of how to write an impact report.