Majority of Marathon-ers do it for Charity

And Marathon runners who set targets raised 58% more than those who didn’t

Over 80% of runners who took part in the Virgin London Marathon raised money for charity, new analysis from not-for-profit online giving site virginmoneygiving.com shows.

Analysis of fundraising at the 2011 event revealed that 86% of those who took part in the race raised money for charity. These ranged from club runners and marathon veterans, to first-timers.

And those who set charity targets raised on average 58% more than those who didn’t publish a fundraising target, the research shows.

Analysis of fundraising at the 2011 event indicates the average amount raised for good causes by those who set a fundraising target was £1,328 excluding Gift Aid, compared with £842 excluding Gift Aid by those who did not.

Using Gift Aid also helped. On virginmoneygiving.com Gift Aid was reclaimed on 88% of all donations, and meant that the average fundraiser accrued £1,436 including Gift Aid.

The figures are contained in a report produced for charities by Virgin Money Giving in conjunction with the Virgin London Marathon, aimed at helping to maximise donations for the 2012 event.

Fundraising figures for the 2011 Marathon show that Virgin is well on course to hit its target of helping to raise £250 million for good causes through the London Marathon by 2015. Runners in the 2011 race raised £51.8 million for charity.

Fundraisers who used virginmoneygiving.com contributed £13.8 million to charity compared with £8.3 million in its first year of operation. 10,231 people used the service in 2011 compared with 6,246 in 2010.

Jo Barnett, executive director at Virgin Money Giving said: “Training for, and running a marathon is no easy feat and our research shows that the main driver for people taking part in the London Marathon is to raise funds for charity. It is great that so many runners see their involvement in the event as a way of encouraging people to donate to charity.

“Setting a target clearly pays off, even if fundraisers do not hit the target, as the 58% difference in average amounts raised demonstrates.

“Charities need all the money they can raise and it is great to see that the vast majority of runners, whatever their aim for the race, are committed to raising money for charity.

The report shows 2011Marathonrunners who set up their fundraising pages when their place was first confirmed in 2010 raised an average of £1,511, including Gift Aid compared with £1,374 for those who waited and started in 2011.

A total of 364,500 donations for theMarathonwere received through virginmoneygiving.com for the 2011 race – 70% higher than the 214,405 in 2010.

Through Virgin Money Giving, for every £10 donated, £12.15 will make its way to the good cause, assuming donors are eligible to sign up to give Gift Aid. Since its launch in October 2009 virginmoneygiving.com has raised close to £75 million.

– Ends –

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3 Responses to “Majority of Marathon-ers do it for Charity”


  1. 1 Simon Painter (@simonpainter) October 12, 2011 at 12:14 pm

    It’s entirely possible I may have misunderstood but from the bit that says:

    “Fundraising figures for the 2011 Marathon show that Virgin is well on
    course to hit its target of helping to raise £250 million for good
    causes through the London Marathon by 2015. Runners in the 2011 race
    raised £51.8 million for charity.”

    and the bit that says:

    Fundraisers who used virginmoneygiving.com contributed £13.8 million
    to charity compared with £8.3 million in its first year of operation.
    10,231 people used the service in 2011 compared with 6,246 in 2010.”

    it looks an awful lot like less than a third of the money raised by runners was done through VMG?

  2. 2 Antony (Virgin Money Giving) October 12, 2011 at 1:14 pm

    Hi Simon

    Here is a link that explains our ambition when Virgin Money become sponsors of the London Marathon – http://uk.virginmoney.com/virgin/news-centre/press-releases/2008/virgin-signs-2010-london-marathon-sponsorship-deal.jsp

    virginmoneygiving.com was launched as one way we could help runners raise even more money for charity.

    Antony
    Virgin Money Giving


  1. 1 Great Run Prize Draw: Competition 1 winners announced « Virgin Money Giving Blog Trackback on October 21, 2011 at 10:38 am
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