The key to successful mass fundraising events

Mass fundraising events are a popular way for charities to boost their fundraising revenue. Enjoyed by both charities and their supporters, fundraising events are a great way to bring people together, raise money and awareness for a cause, and ultimately fund vital services for communities in need of them.  

While variations may have changed over time, the popularity of mass fundraising events has remained relatively constant over recent years. Appetite for virtual fundraising events boomed during 2020, amid lockdown restrictions and when charitable support remained high. Since 2021, in-person events have experienced a resurgence, with more than half of charities saying they expected fundraising events and activities to grow in 2024.  

The future looks yet brighter for 2025. According to the 2024/25 Mass Events report, from fundraising and events platform Enthuse, 23% of the public are already committed to a fundraising event in the next year, while a further 47% are thinking about it. 

The success of fundraising events is welcome for a charity sector that has experienced a tumultuous economic climate. These events can create a reliable source of revenue that improve the sustainability of the organisation, allowing charities to plan long-term and drive more impact for their mission.  

The 2024/25 Mass Events report reveals a number of trends that can help charities to get the most out of their fundraising events, support their fundraisers, and deliver experiences that are both enjoyable and fruitful for everyone. 

Below, we explore just three of those trends and how they can inform charity fundraising events in the coming year.  

Download the full report 

How to make your fundraising event a success 

Start early 

According to the 2024/25 Mass Events report, event participants who start fundraising six months or more before the event are the most successful. More than four in five of those who start fundraising early raise more than £500 for their chosen charity, while 38% raise more than £3000.  

Charities should consider ways to onboard event participants early to give them the best chance of success. This includes factoring in how soon the event is advertised, how easy it is to create a fundraising page, and how simple it is to share. Two fifths of fundraisers say they would start fundraising earlier if they were to take part in an event again.

Just less than half of those who start fundraising only a month out from the event raise more than £500, Enthuse’s report revealed.  

Share widely 

When it comes to event participants sharing fundraising pages with their networks, doing so often seems to be the key. Three in ten fundraisers who post on social media every day or more raise more than £3000.  

“While there is much more to successful fundraising than posting online, it’s worth charities encouraging their event fundraisers to be less shy about posting every day, it could help drive donations for them,” notes Enthuse. 

Indeed, every post has the potential to be a timely reminder. A fifth of the public say they do not donate because they either forget or did not have time to do it when asked. Posting pages regularly gives potential donors the nudge they need and provides plenty of opportunities for them to support their friends, family, and colleagues with their fundraising goals.  

Set targets and teams 

The vast majority of fundraisers who set a target either meet or exceed it. In fact, setting a target in the first place is what motivates them to reach it. “At an overall level the more committed the target, the more likely the participant is to raise more for charity and the more likely they are to significantly beat their target,” explains Enthuse.  

Seven in ten participants have a fundraising target to aim for, according to the report, with a third choosing their own and sharing with supporters. One in seven said their target was a minimum expectation from the charity, while 22% had a target but didn’t widely share it. The report notes that, given the increase in people raising more than £500 in 2024, the targets are leaving quite the impression. 

Another big motivation behind fundraising is teamwork. Seven in ten people taking part in charity events do so in some form of group or team, whether formally or informally.  Half of fundraisers who joined an event with a team took part in joint fundraising activities, suggesting that charities could look for ways to inspire and attract more team participants to boost fundraising efforts further.  

Similarly, when asked about the most helpful support charities provide for event attendees, opportunities to connect with other participants came in joint second, alongside more information on how the money raised is used by the charity. Fundraising ideas were considered the most helpful support provided by charities.  

Charities should consider how they can build community when marketing their event. Enabling fundraisers to share training progress, fundraising goals, and participate as a team, can go a long way to increasing the camaraderie and inclusivity of the event – making it more rewarding and more likely people will return to participate again next year.