1. massive
0203 5000 378
hello@wearemassive.co.uk
www.wearemassive.co.uk
Produced by massive – we provide strategic, delivery and innovation support to help brands,
charities and providers harness the power of mass participation.
Ranking based on gross income reported for 2015 by organisations concerned except*
Moonwalk, Movember and Jeans for Genes which are estimates made by our team.
Gross Income Type MoveCharity
£52,800,000
£27,650,000
Macmillan
Cancer Support
Cancer Research UK
Event
World’s Biggest
Coffee Morning
Race for Life
Social
Run/Walk
£6,800,000 Walk the Walk*Moonwalk Walk
£5,200,000 The Movember Foundation*Movember Digital Social
NEW
NEW
£4,445,000 Macmillan Cancer SupportBrave the Shave Social
£4,300,000
£3,900,000
£3,758,000
£3,700,000
£3,330,000
£2,700,000
£2,435,000
£1,850,000
£1,695,000
£1,440,000
£1,197,000
£1,178,000
£1,164,000
£1,130,000
£1,100,000
£1,028,000
£980,000
£909,000
£899,000
£704,000
Cancer Research UK
Alzheimer’s Society
British Heart Foundation
Cancer Research UK
Macmillan Cancer Support
Marie Curie
Cancer Research UK
Breast Cancer Campaign
Royal Marsden Hospital
Macmillan Cancer Support
British Heart Foundation
Action for Children
Breast Cancer Now
Macmillan Cancer Support
Macmillan Cancer Support
G.O.S.H
Jeans for Genes*
Prince’s Trust
British Heart Foundation
Shine
Memory Walk
London to Brighton
Dryathlon
Go Sober October
Swimathon
Relay for Life
Wear it Pink
Marsden March
A Really Good Night In
Wear It Beat It
Byte Night
Pink Ribbon Walk
Longest Day Golf Challenge
Your Walk
Race for the Kids
Jeans for Genes
Splashathon
Palace to Palace
Dechox
Walk
Walk
Cycle
Digital Social
Digital Social
Swim
Walk
Dress
Walk
Social
Dress
Other
Walk
Golf
Walk
Run
Dress
Swim
Cycle
Whilst viral fundraisers took the peer to
peer fundraising market by storm in 2014,
last year saw a return to business as usual.
Discounting viral fundraisers like ice bucket
challenge et al. Income from the top 25
mass participation fundraisers grew by a
modest 1.5%.
The 25 had over 3.5m participants
and raised over
12 campaigns increased income,
11 saw income fall & there were 2 events
in their first year.
Our fastest growers were:
83% Tommy’s Splashathon
77% Alzheimer’s Society’s
Memory Walk
26% GOSH’s Race for the Kids
What we’re seeing:
The strong are getting stronger
Macmillan and Cancer Research UK have
always been strong in mass fundraising and
2015 saw their share of income increase.
They they both now account for 75% of
income and 10 of the biggest fundraisers
in our top 25.
But with one of this year’s new events, more
than half of the 12 growing campaigns and
all of our 3 fastest growing events coming
from other charities this could be changing.
Overall we’re seeing two distinct
approaches to delivering fundraising
success:
Burn fast, burn bright
Macmillan’s Brave the Shave (our highest
new entry) and BHF’s Dechox made the
top 25 in their debut years but swift falls for
Dryathlon, Sober October and the continued
decline in income for Movember may
suggest these ‘digital social’ events have
a much shorter life span than traditional
‘events’ with their best results coming in
their early years.
Or
Slow and Steady
Away from digital social events the
continued rise of Memory Walk (up 150%
since 2013), and the appearance in the
top 25 of GOSH’s Race for the Kids and
Tommy’s Splashathon both more than 5
years old, demonstrate the profit in a more
long term approach, keeping the cause
front and centre, activity relevant to the
audience and delivering an experience
that retains and attracts new participants
to build income year on year.
£136m
Tommys
12
34
56
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
the massive
Top25
Digital Social