Despite falls in income for Cancer UK’s Race For Life and Macmillan’s World’s Biggest Coffee Morning these events still topped the massive Top 25, an annual report put together by mass participation events specialists massive, ranking the most successful charity owned fundraising events for the year.
Outside of these two events there was a healthy 6% increase in income generated for the remaining events in the Top 25 suggesting there is a still a strong appetite for mass participation events. However, with both Race For Life and Worlds Biggest Coffee Morning now more than 20 years old it appears that sustaining growth for these events is becoming more difficult in the face of increased competition from younger and new offerings in the market.
While falls in income for the biggest events saw total income from the Top 25 fall from £139.5 million in 2016 to £135.5 million last year, 2017 saw the highest number of new events in the Top 25 since the report began five years ago.
Overall, eight events saw income fall, 12 events grew and three new events – Macmillan’s Mighty Hikes, Social Bite’s Sleep in the Park, and Alzheimer’s Society’s Cupcake Day – entered the Top 25 report for the first time.
Virtual charity events took a hit with two virtual runs dropping out of the Top 25.
“It appears that virtual events are struggling to maintain the audience needed to deliver the income and growth of their physical equivalents,”said Director of massive John Tasker.
There was significant growth from Kiltwalk which grew a staggering 200% on last year, followed closely by Walk All over Cancer up 150%, British Heart Foundation’s De-Chox up 26% and Macmillan’s Go Sober growing 25%.
“It is encouraging to see BHF’s De-Chox returning to the Top 25 as one of our fastest growing campaigns and Macmillan’s Go Sober growing after previous declines in income.
The message we take from this is that above all else it is the quality of delivery that matters. Whether launching a new product or turning around a declining campaign, focusing on the core offer and clearly identifying and targeting the most relevant and valuable audiences is the key to delivering success.”