As many as 85% of mass participation event fundraisers meet or exceed the target they set for themselves, according to a new report on mass participation fundraising from Enthuse.
The research also found that 15% of mass participation event fundraisers surveyed beat their target by at least 50%.
Last year, the 2025 London Marathon announced that it had broken its own record as the world’s largest annual one-day fundraising event, while a high turnout is predicted for many mass participation events in 2026.
Fundraising the primary motivation
When examining why people get involved in mass participation events, the report found that fundraising was listed as the top motivator, with 59% saying raising money for charity was their main reason for taking part.
This was followed by improving mental health (49%), wanting to get fit (46%) and wanting to socialise (36%).
Those who chose to fundraise at either a charity-owned event or as a distance runner at a third-party event such as the London Marathon or Great North Run found it a positive experience.
Some 59% described fundraising as motivating and enjoyable, 30% said it was tough but rewarding while 3% said it was difficult.
The report also noted that the most successful event fundraisers started six months out from event day, with 82% of those that do so raising over £500 and 29% passing the £3,000 mark.
When mass participation event fundraisers were asked about how charities could best support them, the top answer was providing ideas for fundraising (35%).
Respondents also said tips on how to ask people for support (30%), opportunities to connect with other participants (30%) and training plans (27%) would be useful.
Information on how the money will be used (26%) and an app to track fundraising (22%) were also seen as beneficial.
‘Encouraging news for charities’
Chester Mojay Sinclare, founder of Enthuse, said: “The research shows there’s a huge appetite to get involved in mass participation events, which we’ve seen first-hand in what was a record-breaking year for the TCS London Marathon and AJ Bell Great North Run.
“The encouraging news for charities is that fundraising is the biggest motivator for taking part in these types of events - this represents a huge opportunity!”
“To make the most of the public’s desire to take part, good causes will want to make it clear that starting early is a great way to make fundraising easier - this should be a central part of stewardship campaigns.
“We know mass participation events are a fantastic vehicle for fundraising, and with nearly two-thirds committed or considering getting involved in one this year, that momentum shows no sign of slowing down.”
