Fundraising in events is more important (and more popular) than ever for UK charities: 78% say event fundraising is essential to their strategy, even amid rising costs and tight budgets.
As part of creating JustGiving’s new 2026 Event Fundraising Snapshot report, we received responses from nearly 600 charities about their event portfolio, keys to success, and most exciting new opportunities. Here’s what they said.
Sporting events dominate charity portfolios
A balanced portfolio is important: nearly 80% of charities told us diversifying event formats is critical for growth. But sporting and fitness challenges stood out in 2025, with 59% of charities ranking them as the most valuable for income generation.
JustGiving’s platform data backs this up too. Fundraisers on JustGiving raised over £235m through organised sporting events in 2025, a 6% increase on the previous year. And running events are a powerhouse, accounting for nearly half of all fundraising pages for organised sporting events in 2025.
Half-marathons remain the most popular distance for fundraisers, while full marathons generate the highest total donations. We’re also seeing rapid growth in 10K runs and other mass participation fitness events as more people get involved.
Ride the event wave by getting more involved in a mix of popular events in 2026. Nearly 60% of charities said they are increasing investment in these mass participation events to drive strong returns.
Leadership backing nearly doubles success rates
Our research shows strong leadership support is key for event fundraising growth, nearly doubling a charity’s chance of success.
Charities that secured buy-in from senior leadership were far more likely to reach their fundraising targets: 71% of charities who exceeded their event fundraising target said that events are a priority for their leadership team, compared to just 38% of charities who fell short.
Why is leadership backing so impactful? When leadership prioritises events, they are more willing to allocate budget, staff time, and resources to support those events. And charity teams with leadership backing can plan more confidently and invest in better participant experiences, leading to higher income.
Share clear data on event ROI and supporter demand to make the case for events to your CEO or board. For example, Endometriosis UK (featured in the Snapshot) doubled their challenge event income in one year by starting small, proving demand, then securing increased support for a bigger events program.
Charities are facing challenges, but excited for 2026
Charities shared their top three challenges in event fundraising, underscoring how many teams are being asked to do more with less:
- Cost of living (68%)
- Rising costs of putting on events (54%)
- Shrinking charity budgets (41%)
But even in tough times for both charities and their supporters, JustGiving data shows people still deeply value and do what they can for the causes they care about.
That continued support is building anticipation for this year, with charities citing their most exciting event fundraising opportunities as engaging with the next generation, a bigger focus on fitness and event fundraising, and the rising use of AI tech.
Donors give because they resonate with your mission. If you make their event journey positive, simple, and show their impact, they’re most likely to go the distance for you.
In summary
Event fundraising is set to be a major growth engine for charities in 2026. With a smart strategy and supporter consideration, you can put your charity in the best place possible to overcome challenges and reach your goals.
To dive deeper into these insights and equip your charity for a successful year, download JustGiving’s free 2026 Event Fundraising Snapshot.
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