Run charity run
Why are so many people running for charity in 2024?
Record-breaking running:
The London Marathon
£1.2 billion
The phenomenal total raised for charitable causes since the event started in 1981. This makes the TCS London Marathon the largest annual fundraising event on the planet.
53,000 runners
This huge figure (just over, to be exact), refers to those who crossed the finish line this year, exceeding last year's 43,965.
£67 million
The staggering amount of money raised in 2024 so far*, making it a new world record for the biggest single-day fundraising event. This surpasses the previous 2019**record of £66.4 million.
*More funds are still being received, at the time of writing.
**The last edition of the London Marathon prior to the Covid-19 pandemic.
“(£67 million) will have a significant impact on more than 1,700 charities and will undoubtedly change so many lives for the better.”
My sister-in-law, Lucie, at mile 20 of the 2024 London Marathon. She ran for her mum, who died of pancreatic cancer in 2016 - raising over £3,000 for Pancreatic Cancer UK.
My sister-in-law, Lucie, at mile 20 of the 2024 London Marathon. She ran for her mum, who died of pancreatic cancer in 2016 - raising over £3,000 for Pancreatic Cancer UK.
“Apart from being one of the world’s most iconic sporting events, the TCS London Marathon is an inspirational demonstration of the spirit of generosity embodied in the people of London, the United Kingdom and supporters across the world."
Abhinav Kumar
Chief Marketing Officer at TCS London Marathon
Running for charity is on the rise. Such has been the growth of charity involvement, the London Marathon broke the world record every year (pre-Covid), for the highest amount raised by a one-day fundraising event.
An estimated 75% of London Marathon participants run for charity
No other mass participation event comes anywhere near this kind of fundraising, creating countless inspirational stories of human achievement in the process...
“Every year, the TCS London Marathon inspires tens of thousands of people to take on the challenge of completing 26.2 miles and raise these incredible sums for charity. It’s part of what makes the London Marathon unique and such a force for good on a day where we truly celebrate humanity and community."
The London Marathon is, of course, the champion of all running events, with TV coverage in 197 countries. Typically held on the last Sunday in April, the 26.2 mile (42.2km) route has remained largely unchanged since its inception in 1981. From the start line in Greenwich, the scenic course takes in many of the capital's finest landmarks, before runners cross that lifetime-achievement finish line on The Mall.
The London Marathon - how did we get here?
Previous London Marathon fundraising totals (£million)
Source: London Marathon Events
*2020: Virtual event
Fundraising platforms
A look at JustGiving and Enthuse
JustGiving donations double in almost a decade
JustGiving has seen the most donations to charities - and the highest total amount raised - since it started more than 20 years ago. The total has in fact more than DOUBLED in some of the UK's biggest running events, from £24m in 2015, to almost £50m in 2024:
This data includes the London Marathon, Manchester Marathon and Brighton Marathon, with donations expected to increase up to a further 20% in the weeks following the events.
The most common types of causes that people ran for on JustGiving in 2024, related to cancer, heart disease, mental health and dementia.
In 2023, running was the most popular fundraising activity on JustGiving, followed by walking, cycling and swimming.
Over 65 million miles were recorded on fundraisers’ Fitbits and Strava apps in that year - the equivalent of 2600 laps around planet earth, or 169 trips to the moon.
“In recent years we have seen official running events significantly rise in popularity among fundraisers. We attribute much of this growth to the inspiration people find on social media and the ways we've made it easier to share, raise and give even more through their JustGiving page.”
Meanwhile, digital fundraising platform Enthuse, said its total so far for the 2024 London Marathon was more than three times the amount it raised in 2022.
“This is the third year we have been the official partner for the TCS London Marathon and it’s incredible to see the growth over that time – our 2024 fundraising total of £27m for the event, so far, is more than 200% higher than in our first year.”
Cost of Living
What's even more striking, is the fact these impressive fundraising totals exist, DESPITE the ongoing cost of living crisis. According to the Chartered Institute of Fundraising (CIOF), the membership body for UK fundraising, the cost of living crisis is affecting charity service users and supporters alike, whilst presenting new challenges to fundraisers:
“Charities are facing a double whammy at the moment…Inflation means that demand for services is rising and on top of that, those services are getting more expensive to run. So the need for donations, whether it’s a one-off or a regular one…really has never been more important.”
But it's not just in London...
Across the UK
Note: The above map shows a selection of just SOME of the running events in the UK - not ALL.
“We’ve seen a significant growth just in the past three years.”
“There has certainly been an increase in the popularity of running for charities at our event – 14% year on year for 2023/24.”
But WHY run all these miles?
Plymouth:
Britain's Ocean City Running Festival
RECORD NUMBERS PARTICIPATE IN DEVON’S BIGGEST DAY OF RUNNING IN PLYMOUTH
Sunday 28 April 2024 saw a record 9000 runners participating in Britain’s Ocean City Running Festival. It has become Devon and Cornwall's largest running event, with charity fundraising at its heart.
The running festival features a half marathon, 10k, 5k and a Primary School’s Challenge, transforming the streets of Britain’s Ocean City into a sea of runners.
Billed a 'Destination Race', runners travel from over 300 different towns and cities, as well as internationally from as far as Singapore, to visit Plymouth.
"This is an event that's growing. It's becoming increasingly important on a national scale and we're getting more and more people coming from across the UK to take part as well."
The event provides a platform to over 20 charities locally and nationally. Early indications are that over £300,000 will have been raised in 2024, surpassing last year's numbers and providing a huge boost to dozens of charity causes.
THE RUNNERS
Here are just some of the inspiring runners and their reasons for running.
Fundraiser Anna Mitchell and 12 other runners raised over £3,500 for 'First Light' - a domestic abuse and sexual violence charity. First Light covers the entire south west and supports both men and women.
Paul Churchley from Plymouth had a heart transplant in 2022. He ran for the British Heart Foundation, alongside his wife, Rebecca. He said to me:
"When someone tells you you're going to die, you don't want to die, do you?.."
Mehdi Taheri and his growing team of 58 runners ran the half marathon for JDRF - a global type 1 diabetes charity, together raising just under £20,000.
Photograph: Courtesy of Team Plymouth JDRF
Photograph: Courtesy of Team Plymouth JDRF
Aimee Conroy's daughter died in 2018, whilst Paul Williams lost his Grandson. Aimee subsequently set up Luna's Fund, a charity offering support to bereaved parents.
"I now take part in challenges my Grandson will never get to do. It's his little voice on my shoulder which keeps me going during the toughest moments."
Other motivational factors
According to Enthuse, the top three motivating reasons for people to fundraise include:
- Information on the cause the charity is supporting
- How the charity spends its income
- Taking part in an activity as a team.
And specifically for distance running events:
- Celebrity involvement
- Training support provided by the charity
- Participating in a famous event.
Research from the Benefact Group and the Centre of Economics and Business Research suggests that donating to charity leads to greater life satisfaction and more positive mental health outcomes.
What do the experts say?
"It's really important to have
a meaningful reason for running."
Pille Pedmanson, Sports Psychologist, Plymouth Marjon University
My sister-in-law Lucie's reason for running the 2024 London Marathon.
My sister-in-law Lucie's reason for running the 2024 London Marathon.
Training long distances, particularly during the winter months, when the nights are often cold and wet...is tough. And when life feels busier than ever, lacing up your trainers for 20 miles can be a real struggle. So how do we keep ourselves motivated?
Sports Psychologist at Plymouth's Marjon University, Pille Pedmanson shares her thoughts.
Pille Pedmanson, Sports Psychologist, Plymouth Marjon University
"Tough runs don't last; tough runners do. Run the first two-thirds of the race with your head and the last third with your heart. Your mind will quit a thousand times before your body will."
What actually happens to your body?
Dr Joe Layden, Professor in Sports Science, Plymouth Marjon University
How about you?
So why are so many people running for charity in 2024, including 53,000 for the London Marathon alone?
From Mehdi - for his daughter with diabetes - to Paul, raising funds for the British Heart Foundation (which has seen funds rise from £2.2m in 2018/19, to £3.2m in 2023/24)...
From Anna, to Tony and my sister-in-law, Lucie, along with the thousands of others - it is to make a difference.
And, as our Sports Psychologist Pille says, whatever is meaningful to you.
Ultimately, running to raise vital funds for charity - and the events that accompany them - are a beautiful display of generosity and humanity.
As for the future? It is looking even stronger still...
An unprecedented surge in applications saw more than 840,000 runners enter the ballot for the 2025 London Marathon. That’s 261,696 more than last year.
This makes the 2025 event the most sought-after marathon in history...
“Run when you can, walk if you have to, crawl if you must; just never give up.”
In loving memory of all those unable to run with us today. x
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