Since 2013, we’ve compiled a report 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 2025?
The UK’s events fundraising market appears to have shifted back to in-person experiences, with physical events dominating the Massive Top 25 fundraising rankings, accounting for 88% of the collective £132 million raised in 2024.
The annual report reveals a decline in the number of virtual events making this year’s rankings, with only three making it into the report – the lowest number since 2019. In stark contrast, in-person events claimed all of the top nine fundraising positions, signalling a change in supporter preferences.
The report also highlighted positive signs for the events fundraising market with average fundraising rising and the majority of events based around walking, trekking or cycling seeing entry levels increase.
Several established in-person events delivered impressive growth such as Kiltwalk which surged 36% to hit £7 million and Alzheimer’s Society’s Trek26 which grew by 27%. Even the well-established Race for Life proved there’s still room for expansion with 18.4% growth.
The sector welcomed new physical event formats, including Restless Development’s Knight Frank Schools Triathlon, which raised £1.4 million and marked triathlon’s first appearance in the Top 25.
The fastest growing events were:
Prostate Cancer UK – Run the Month +143%
Restless Development – The Knight Frank Schools Triathlon +41%
The Kiltwalk – 36%
