The future of fundraising events

Attracting new participants to fundraising events has proven to be something of a challenge for charities in 2022, according to a report from fundraising and events platform Enthuse.  

The report found that only 1% of those who have not previously taken part in a charity event in the last five years have signed up to do so now. However, 30% say they remain open to the idea and a further 8% are giving it serious consideration. 

The next step for charities is engaging with this contemplative group and converting them into active participants. Charities should look at the types of events that attract their audiences, considering the level of interest by age groups, gender, and region to determine their preferences. 

Enthuse’s report, Mass Events 2022: What have we learnt?, explores the various trends that have shaped the mass events scene as the world recovers from the pandemic. 

It outlines the lessons that charities can learn to drive their event growth, the patterns they should pay attention to, and the trends that are likely to be outliers in an unusual year.  

Below, we look at three of the findings from the report, which you can download below.  

Notable event trends 

Fundraising drives

Fundraising for charity remains the most important motivator for all participants, with 68% stating this. The report notes that this is positive for charities, even in the difficult current circumstances. Charities should double down on their fundraising messaging, demonstrate their impact, and appeal to participants’ personal connection to their organisation as motivation.  

Indeed, the report revealed that the most common motivator for fundraising was having a personal reason to be grateful to a charity, with 40% of people stating this. Nearly three in ten participants say they have supported the cause before and cite this as a reason for joining their fundraising event.  

How soon someone signs up is important for charities and fundraisers – starting early makes it far easier to raise more funds. Nearly half of experienced fundraisers see starting fundraising as you sign up as critical to success. 

Charities should ensure they provide a smooth sign-up process, that their charity is easy to find for participants of mass events like the TCS London Marathon, and that they provide ideas to boost their fundraising efforts throughout. 

Late, not never 

People are leaving it late to sign up to charity fundraising events, according to the new report from Enthuse. Almost two thirds (65%) of charity runners are signing up with less than three months to go until the event date. As many as one in five signed up in the month before the event.  

Enthuse suggests this trend is being driven by caution in the wake of the pandemic, with many participants reluctant to commit well ahead of time. Many are still catching up with loved ones and taking part in activities that weren’t available with pandemic restrictions. “It seems likely from this data that 2022 will represent an anomaly of a year, rather than a trend,” concludes the report.  

Health and hybrid

In the last five years, mental health and fitness has become a key motivator for taking part in fundraising events. Maintaining health and fitness is a motivation that rises as age increases. 

Conversely, for those who haven’t taken part in an event in the past 5 years, the most significant barrier is a lack of fitness (43%).  

Another barrier to participation is location – more than seven in ten participants prefer events closer to home since the pandemic. Charities should consider adding a local or virtual element to their own events or partnering more closely with local events where possible.

Running activities appear to be more popular in areas with high-profile events. Nearly two in five of participants from London have taken part in a run for charity, making it the most popular type of fundraising event in the city. 

Likewise, the North East, home of the Great North Run, accounts for 12% of the half marathoners surveyed, compared to just 4% of the population living there.