And Gift Aid keeps on giving with £2 million extra
Charity donations from the 2011 Virgin London Marathon raced ahead by 67% to nearly £14 million at Virgin Money Giving, new figures show.
The not-for-profit online fundraising website saw total donations hit £13.88 million including Gift Aid from the 2011 Marathon compared with £8.3 million from the 2010 event, which was the first year of Virgin’s sponsorship.
Strong uptake of Gift Aid, which boosts every £1 donated to £1.25, meant that £2.2 million was added to donations.
86% of all donations on virginmoneygiving.com claimed the tax relief, compared with around 40% of all donations made through other means.
More than 350,000 people donated to charity through virginmoneygiving.com for the Marathon compared with 214,405 in 2010 and the average donation was virtually unchanged at £31.34, analysis shows.
The research also showed that those aged 50 years old and above typically benefited from higher average donations than those aged between 25-40. 65 year olds obtained the highest average donation, at just under £50, nearly £20 higher than the average donation.
Grant Bather, spokesman at Virgin Money Giving, said: “The Virgin London Marathon is the biggest annual fundraising event in the world and the contribution of online giving services is helping it to continue to grow.
“Online giving is the most efficient and cost effective way of donating to charity.”
The Virgin London Marathon on 17 April saw 35,000 runners taking part.
They ranged from the world’s best elite athletes to celebrities such as Dwight Yorke, Agyness Deyn and James Cracknell as well as fundraisers including Steve Chalke who broke the world record for the most donated, seeing his fundraising go through the £2 million barrier.
Other runners such as Danny Baker will have a permanent reminder of the day – he had a tattoo of the Virgin London Marathon logo etched onto his leg following the event.
A total of 13,031 fundraiser pages were set up on virginmoneygiving.com during the run-up to the Marathon compared with 7,189 in 2010 while the average amount raised per fundraiser was around £1,436, including Gift Aid.
Virginmoneygiving.com, the not-for-profit online fundraising website from banking group Virgin Money, has achieved 86% uptake of Gift Aid through its service and has raised more than £50 million for good causes since its launch.
Virginmoneygiving.com has over 3,813 charities registered and 100,000 fundraisers taking part in a range of activities, from the Virgin London Marathon to a team of fundraisers driving a fire engine across the globe.
– Ends –