Presentation delivered at IoF Scottish Fundraising Conference, October 2017 sharing the big event fundraising trends we're seeing on JustGiving and key stats from the Edinburgh marathon
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Event fundraising trends and the Edinburgh Marathon
1. What’s next for events?
Discover the big event fundraising trends we’re seeing on JustGiving and
the secrets of success of Edinburgh marathon runners
Phoebe Sabin
Customer Success Manager
#scotconf17
4. How we crunched the numbers
When someone sets up a Fundraising Page on JustGiving, they tell us what they’re
doing their fundraising for:
If they select ‘an organised event’ or ‘personal challenge’, they can choose from a list
of events that have been categorised under the following:
running/marathons walks triathlons treks swimming cycling parachuting/skydives
We class this as ‘event fundraising’.
5. The events market is maturing, but still growing
2012 2016
106%
growth
6. 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
7. But other events are growing in popularity
2011 vs 2016
1% 1%
2%
4%
9%
17%
64%
1%
1%
1%
2%
6%
9%
79%
8. And the money they raise
257%
237%
183%
161%
145%
77%
67%
0%
50%
100%
150%
200%
250%
300%
Walks Swimming Cycling Treks Parachuting &
skydives
Triathlons Running / marathons
Event fundraising growth per category 2016 vs 2011 (£ raised)
11. The battle of the sexes
• Women, as a group,
raise more for event
fundraising
• As more of them
actively fundraise
• BUT, men on
average raise more
per person for event
fundraising
38. “We offer special
experiences, for example
we invite people to a tour
of our labs, which not only
makes them feel valued,
but also gives us the
opportunity to build a
stronger relationship with
them and help pave the
way for future support”
Jade Brent,
Senior Events Manager
39. Passionate, personal voices
raise more money.
What are you doing to
make your most valuable
event participants
(and their loved ones)
feel and share like this?
42. Immersive experiences
trigger a strong
emotional reaction –
connection,
understanding,
humility.
How can you make your
event participants feel
like this?
51. 1. Event fundraising is maturing but still growing
2. Stay fresh by embracing the 5 key trends
we’re seeing in the market
3. The early bird catches the worm – promote
online fundraising early in your stewardship
journey
4. Promote the right tools and tips proven to help
people raise more