Which are the most successful mass participation events in UK? Which charities make the best use of events to drive fundraising? What are the trends in mass participation events and how can you organise a successful fundraising campaign?
The massive Top 25 has been reporting on the mass participation events market for over 7 years. massive estimate that the impact of COVID –19 on the 25 biggest charity-owned fundraisers will be more than £100m in 2020, a stark contrast to 2019 which saw the highest level of fundraising from the UK’s top 25 charity-owned events in five years, with more charities owning their own events than ever before.
Huge trends in hiking saw Alzheimer’s Societies Trek26 and Macmillan’s Mighty Hikes continue to climb up the Top 25, raising almost £11m between them. A trend which could continue well into 2021 as participants seek out events that can be delivered in a socially distanced manner, away from large crowds.
Meanwhile ‘abstinence events’ such as Macmillan’s Go Sober and BHF’s De-Chox saw income fall in 2019, with no other similar events making a breakthrough into the Top 25.
“Given the current situation we questioned whether people would be interested in this year’s report, but with some charities now having extra time to plan their 2021 campaigns and others fighting to salvage what income they can from 2020, insight into the strategies that can deliver growth are going to be more relevant now than ever before, as we all start working on what recovery look like.” – John Tasker.
If you want to know more, if you want to develop your own digital fundraising event or want support to protect or grow income from your own outdoor mass participation event, download the report and get in touch to start the discussion.