In its second year as the main sponsorship website behind the Virgin London Marathon, Virgin Money Giving has reported the amount raised has increased by more than two-thirds on its 2010 figures.

The upstart fundraising sponsorship website saw £13.88m – including gift aid - raised on its pages as a result of the marathon this year, up from £8.3m in its first year of operation.

The number of donations and the number of runners signing up to receive sponsorship on Virgin Money Giving increased dramatically also. More than 350,000 people donated on the site, up 63 per cent on 2010, and 13,031 individuals set up fundraising pages in the lead-up to the race – a significant increase on the 7,189 pages set up ahead of the 2010 event.

Virgin Money Giving has now raised more than £50m since launching in October 2009.

Last year, Virgin Money Giving’s main sponsorship rival JustGiving raised £22m via the Marathon. It is not yet known whether the increase in Virgin Money Giving's sponsorship totals this year is a result of a grown market or the newer website taking market share from JustGiving as the latter company is not yet able to release its results from the Marathon to the public, a spokeswoman for the company said.

Next year’s Marathon is set to be more competitive in fundraising yet following the launch earlier this year of BT’s myDonate sponsorship website which does not pass on any costs to charities receiving funds via the site.