The UK’s 25 largest fundraising events raised more than £74m for charities in 2020 – just over half as much as the previous year’s Top 25 according to events company massive’s latest figures.
Compiled annually since 2014, massive’s latest Top 25 (please note that you have to complete a registration form on massive’s website before you can download a copy of the report) reveals that lockdown saw 19 out of 25 events in 2019’s Top 25 list unable to go ahead as planned, although most were able to continue in a virtual form. Existing virtual events also saw rapid growth. As a result, this year’s Top 25 achieved 51% of last year’s income.
Macmillan Cancer Support, with 5 events in the Top 25 worth over £20m, made the most money from mass participation events last year, according to the report, followed by Movember and Cancer Research UK.
Fast growers were:
o Game Heroes from Macmillan – up 300% at £920,000.
“This year we saw charities successfully make the change from physical mass participation events to virtual ones. The sector responded incredibly effectively to the challenges of lockdown.
“On average, when a physical event went virtual they raised 40% of what they would normally.
“We also saw charities really amplify the power of their existing virtual events, which saw huge growth.
“We’re expecting mass participation events will be back in force next year, but we don’t expect things to go back to how they were. Charities have learned a lot from what’s happened in the last 18 months, and we expect to see a lot more hybrid events, combining physical and virtual, for the best of both worlds.”
Source: UK Fundraising