Digital technology and social media are changing the face of mass participation events. Movember’s UK campaign raised £27.1m in 2012 and Dryathlon made £5.6m for Cancer Research UK this year. What’s the key to their success? Jenna Pudelek reports.

More than 35,800 people finished this year’s London Marathon and it is on track to raise more than £53m for good causes, putting it on course to break the Guinness World Record for charity fundraising at a single annual event for the eighth year running. Traditional mass participation sporting challenges remain hugely popular with charities and members of the public. So do coffee morning fundraisers – Macmillan Cancer Support’s 23-year-old World’s Biggest Coffee Morning shows no sign of slowing down, doubling its income within three years to £20m in 2013.