The document provides tips and strategies for charities to maximize fundraising from the London Marathon. It summarizes key learnings from the 2017 marathon, including that running events still dominate fundraising and marathons raise the most on average. It outlines strategies like encouraging early page creation, using JustGiving tools, building community engagement, and thanking fundraisers. The presentation emphasizes personalizing support and incentives to motivate fundraisers.

1. London marathon trends
and tips – how to get your
runners raising more

2. Agenda:
• 2017 London marathon – what we learnt
• Tips for you and your fundraisers
• How to engage with your network
• Resources available to you
• Questions?

3. Running still dominates
Data represents ‘event fundraising’ pages (as of 20 June 2017)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Parachuting &
skydives
Triathlons Swimming Treks Cycling Walks Running /
marathons
Pages created per event type
2011 2012 2013 2014 2015 2016
MARKET CONFIDENTIAL

4. Walks
£351
Running/
marathons
£395
Cycling
£770
Treks
£914
Parachuting/
Skydives
£606 Swimming
£432
Triathlons
£749
Marathons - £1,231
Half marathons - £518
10k - £319
5k - £183
Average raised incl. Gift Aid per active ‘event fundraising’ page in 2016 (as of 20 June 2017)
Which events raise the most on average?
MARKET CONFIDENTIAL

5. TOTAL RAISED
LONDON MARATHON 2017
£23.3m
on 2016
MARKET CONFIDENTIAL

6. MARATHON WEEKEND
£2.3m
+11% on 2016
MARKET CONFIDENTIAL

7. MARATHON SUNDAY
88%
mobile traffic
MARKET CONFIDENTIAL

8. MARATHON WEEKEND
1.4 million
people visited justgiving.com
MARKET CONFIDENTIAL

9. donations
per second3
MARATHON WEEKEND
MARKET CONFIDENTIAL

10. of London Marathon donations
are made the week before
MARATHON WEEK
29%
MARKET CONFIDENTIAL

11. MARKET CONFIDENTIAL
We plan every year for
huge volumes of marathon
traffic, but this year we
also dealt with an
unplanned spike of 16,000
visits at 10pm on 19 April
in response to Billy Monger
Crowdfunding campaign.

12. MARKET CONFIDENTIAL
Our stability was sadly really
put to the test after the
Manchester arena bombing.
We’re proud that everyone who
wanted to give, was able to
give.
At one point we saw 36,000
people visit JustGiving –
enough to fill White Hart Lane.

13. 13,000
PEOPLE CHOSE TO FUNDRAISE
FOR THE MARATHON ON
MARKET CONFIDENTIAL

14. 90%
PAGE ACTIVATION
on 2016
MARKET CONFIDENTIAL

15. £1,933
PAGE AVERAGE
+£150 on 2016
This is the number we obsess about:
RAISE MORE MONEY BY OFFERING
BEST EXPERIENCE
MARKET CONFIDENTIAL

16. What are the behaviours of the marathon
fundraisers who raise the most?

17. 1) They arrive early to the party

18. APRILJANUARY
CREATE PAGE
107+
DAYS BEFORE
£2,166
+£200 than
the average!
MARKET CONFIDENTIAL

19. How do you get fundraisers to
make their pages early?

20. Use a Campaign Page
to benefit both you and your
fundraisers.
TIP
• Let runners feel part of something bigger -
your London marathon team!
• The fundraiser leader board builds
community spirit and encourages healthy
competition.
• Save time and resource by keeping all
fundraising (and donations) for the event in
one. At a glance see your overall progress,
and keep track of individuals who have or
haven’t hit their target yet.

21. TIP Create an event Deeplink for the Campaign
1. Under ‘Events tool’, click
‘Add an event’
2. Choose your campaign name from
the drop down menu. This means that
fundraisers are automatically added to
the Campaign
3. We’ll send you an email with your
deeplink or find this under ‘View and
promote events’ in the same tab.
Anyone who clicks the deeplink to
make a page will be joined to the
Campaign.
Once you’ve created your Campaign, join it to the event.

22. TIP Promote your Campaign
• Include event deeplink and button in all
comms to fundraisers – encourage ballot
place holders to join your team!
• Promote the Campaign to fundraisers and
highlight the leader board
• Prompt fundraisers to share, Share,
SHARE!
• Encourage fundraisers to engage with their
page, using resources available to them,
and posting updates on their page

23. TIP Encourage ballot place holders to run for
your charity
Filled the places you submitted to
Vests of the Best?
Ask us to remove the ‘Apply now’
button and share your ‘Start
fundraising’ button to let own place
runners know you would love them to
run for you.
Let people know the great work you
do and how much their marathon
fundraising could help.
www.justgiving.com/vests-of-the-best/find-a-vest/londonmarathon2018

24. Promoting your marathon team on your websiteTIP
On your homepage and fundraising area
Put fundraising front and centre
• Use the event deeplink for ballot place runners
• Ask us for your Campaign donation link
(donations direct to Campaign rather then
your general ‘pot’
• Use Campaign Card widget (in ‘Fundraising’
tab)
Suggested copy:
Your London marathon fundraising will really make a
difference to us. If you have a ballot place, we’d love
you to run for us!
Create a JustGiving page quickly and easily and the
money you raise will be transferred directly to the charity.

25. 2) They use all the tools in the
toolbox

26. 1. MOBILE APP 2. TARGET 3. PROFILE PIC 4. PHOTOS
MARKET CONFIDENTIAL

27. £2,121
raised on average
by marathon
fundraisers using
the JG app
1. MOBILE APP
MARKET CONFIDENTIAL

28. Our perfect page
analysis shows that
setting a page target
can increase £ raised
by up to 45%
2. TARGET
MARKET CONFIDENTIAL

29. A perfect excuse for a
selfie – people that
add a profile picture to
their page raise up to
23% more
3. PROFILE PIC
MARKET CONFIDENTIAL

30. Fundraisers that
share photos raise
more money - 2%
more per photo
4. PHOTOS
MARKET CONFIDENTIAL

31. 4. POSTING PHOTOS AS UPDATES
MARKET CONFIDENTIAL

32. How much more did people raise if
they used all four features?

33. £1,431
MORE RAISED
£721 vs £2,152
MARKET CONFIDENTIAL

34. £200 more raised when a
London marathon
fundraiser promotes text
giving to their page
BONUS STAT
MARKET CONFIDENTIAL

35. Nothing beats a story from
the heart. Fundraisers with
personalised stories raised
£130 more that those that
didn’t.
BONUS STAT
MARKET CONFIDENTIAL

36. How do you encourage fundraisers to
perform these behaviours?

37. TIP Make the most of our online resources
www.justgiving.com/londonmarathon

38. 70%
SHARE
RATE
TIP Make the most of our online resources
Cheer Squad
• Easy to make, personalised,
shareable content
• Adds a personal touch
• Encourage your wider
community to cheer on the
team
Stay tuned for 2018 version!

39. TIP Make the most of our online resources
Vests of the Best
To help runners celebrate and to raise even more, we created a fun way for them
(and you) to share their marathon fundraising. You can search by individual, read
their story, see their charity and amount raised .. and click through to make a
donation

40. Engagement leads to action!
Vests of the Best emails 64% OR and 54% CTOR
Drove 10,000 visits to JG.com
Within 24 hours, people donated £70k
MARKET CONFIDENTIAL

41. Engage runners with social mediaTIP
• People love numbers and feeling part of something bigger. Update people on
how many runners you have and how much they’ve raised.
• Test what works best for your audience – different types of content work
differently on each social media platform.
• Shareable gifs add some fun, engaging content. Our Marathon Hub has plenty!
• Encourage people to support the team by donating even if they
aren’t running.
• Highlight personal stories of your runners to encourage donations.
A personal shout out makes a fundraiser feel like a VIP too.
• Share fundraising and running tips –a tip of the week perhaps.

42. When to post
TIP
• When you’ve almost filled your spaces.
• When you’ve then filled your places, to encourage ballot place runners.
• When fundraisers hit milestones – either in training or fundraising.
• Countdown to event – nothing like New Year’s resolutions to convince
people to step up their training, and fundraising too!
• On the day! This is what they’ve been working towards – wish them
luck and remind them how important their fundraising is to you.
• After the event. Time to congratulate them, say a huge thank you and
point out their fundraising total.
Engage runners with social media

43. Engage your network with emailTIP
Build relationships with
individual runners
Engage with your wider network
to build community spirit
• Share your runners’ stories
• Update them on total raised
• Prompt donations to the team
• Inspire them to fundraise in future
• Show the importance of fundraising for the
charity
• Say thanks!
• Build personal relationships, one to one
• Show interest in their training
• Support and motivate them
• Remind them how important their
fundraising is to you
• Say a huge thank you!

44. Rewards and IncentivesTIP
“Taking some inspiration from the Tour de France yellow
jersey, we’ve introduced a ‘green vest’ incentive, where our
top 5 fundraisers get our running vest in reverse colours to
wear on the day, to help them show off how awesome they
are.
This has worked brilliantly, with lots of our runners
checking in with us in the lead up to the
marathon asking where they’re ranking, and really pushing
their fundraising to help them win.
We’ve also rolled something similar out for RideLondon
which is working great too.”
Jade at Anthony Nolan

45. TIP
Training days
Make your runners know you’re invested in their training and
success by offering a training day.
Provide fundraising, running tips and charity merch or
resources.
Haven’t got the resource to offer this? Let JG host this for
you!
We are hosting a training day for runners in January!
Invite your runners here: http://just.ly/london-marathon-runners-event

46. Thanking your fundraisers
• Thank them on the day
• Use social to publicly thank them
• Prompt them to share their page (20% donations
come in after event)
• Use email or letters
• Check in occasionally after the event
• Thank the team and encourage others to join
next year’s, or do another event

47. Key takeaways

48. 1) The early bird catches the worm
2) Use all comms channels - social media, email, in person
3) Build community spirit with wider network
4) Engaging content drives action
5) People like hints and tips
6) Get fundraisers using all tools in the JG toolbox
7) Make the most of our marathon resources
8) Make your runners feel special!
Key takeaways

49. Thanks!
phoebe.sabin@justgiving.com

51. Helping our fundraisers raise more
Emma Evans
Events Manager
emma.evans@stroke.org.uk
Hannah Richards
Events Officer
hannah.richards@stroke.org.uk

52. Introduction to our team
Gabi Field
Head of
Community and
Events
Emma Evans
Events Manager
Hannah Richards
Events Officer
Abbey Thorogood
Events Assistant
Charlotte Lee
Community
Fundraiser
Heather Clifford
Community
Fundraiser
Greta Zapolskyte
Community
Fundraiser
Lida Bellou
Community
Fundraiser (part-
time)

53. London Marathon Income

54. Welcome to #TeamStroke

55. Fundraising packs
• Letter
• Empty belly event poster
• Publicity form
• Fundraising tips
• Guess my time sheet
• JG fundraising tips
• Setting up a JG page
• Marathon training tips
• Sponsorship from
• We are the Stroke Association
• Wristband
• Balloons
• Pen

56. Social Media

57. Personal touches

58. Face to face
Training Day (January):
• Food and drink
• Training tips
• Nutrition tips
• Talk from top fundraiser
• Talk from stroke survivor
• Team run
• Running vest collection

59. Celebrating Success - Milestones
£2,000
£1,000
£500

60. On the day support

61. How to maximise fundraising
• Build supporter relationships
• Introduce incentives
• Make your second ask
• Remind supporters why they’re running

62. Building supporter relationships
• What do you know about your
supporters?
• What do they know about you?
• Get to know the individual

63. Incentives

64. Incentive ideas
• VIP treatment post-race
• Goody bags & ‘top fundraiser’ prize
• Real-time competitions
• Shout outs on social media
• Create collectives/groups – (links to retention)

65. Remember why!

66. Make your second ask
• Improve retention rates
• Make your second ask within 30 days
• Tailor your ask to the individual
• Cross-team working
• Utilise your collectives

67. Any questions?
StrokeAssocLondon
@StrokeAssocLDN
Emma Evans, Events Manager
emma.evans@stroke.org.uk
Hannah Richards, Events Officer
hannah.richards@stroke.org.uk

68. For more information
Helpline: 0303 3033 100
Website: stroke.org.uk