The Mass Participation Pulse 2024

Established in the wake of lower than anticipated levels of event entries post-pandemic, The Mass Participation Pulse provides actionable insight to support event organisers, brands and anyone else with an interest in seeing more people, taking part in more mass participation events, more often.  We’ve created the largest and most in depth survey for the […]

The Massive Top 25

Since 2013, we’ve compiled a list of the most successful charity-owned mass participation events. Which charities have made this year’s Top 25? And what insights will help shape your event portfolio for 2023? What 2022 Taught Us About Mass Participation Events 2022 was an important year for mass participation. In the first full events year since […]

What can we learn from ten years of mass participation events?

For the past ten years, we’ve been monitoring charity mass participation across the UK in our annual Top 25 report. It’s been an exciting decade of growth – but not without its challenges.  Life’s changing – new technology, financial pressures from the cost-of-living crisis, global pandemics. These have undoubtedly impacted mass participation fundraising and have […]


Gareth Mulcahy, Head of Product (Events, Sports & Giving Platforms) at Cancer Research UK  Cancer Research UK’s Race for Life is an iconic event in the mass participation sector. It has held the number one spot in our Top 25 report for nine years out of ten years. This simple, effective, brand-aligned proposition has stood […]


Macmillan have consistently been one of the most successful organisations we have seen when it comes to launching new campaigns.   They’ve raised an impressive £362M from mass participation events over the last ten years. And their progressive approach to mass participation innovation has secured them the greatest number of appearances in the Top 25.  We […]

How to support runners at mass participation sports event

Over the years the team at Massive have worked hard to understand how to motivate people to take part in mass participation sporting events and what they get out of it.  Ahead of this year’s London Marathon and other events where runners and charities can expect big crowds supporting runners, we spoke to Sophie Gibs-Nicholls […]


What motivates runners? What gets them to put their trainers on and head out the door on dark, wet, winter days? As an agency working with brands, charities and rights holders, we wanted to better understand this motivation and discover what drives runners to enter mass participation running events. Working in partnership with, we surveyed […]

The Virtual Fundraising Monitor 2021

A year ago, with the country in and out of lockdown, events cancelled, enforced home working, and the pandemic putting charity budgets under pressure, the mass participation fundraising world had been turned on its head. Physical mass participation events were forced to pivot quickly, new virtual fundraising events were created and existing digital challenges adapted […]

What we’ve learned about mass participation events in 2021

Last week we published the Massive Top 25, our latest report on mass participation fundraising events in 2021. Not surprising, 2021 was a much more positive year than 2020 with income from the Top 25 mass participation events increasing by 60%. With the ease in Covid restrictions across the country, some physical events returned in […]

sports fundraising market snapshot 2019

We have been looking at the market for mass participation sports events and the fundraising performance of the biggest sports events in it for over 5 years. In that time we have worked with a cohort of some of the UK’s most ambitious and fundraising charities and our data partner “” to develop what we […]