The London Marathon has always been one of the most valuable fundraising opportunities in the charity calendar. But as competition for places reaches unprecedented levels, many organisations are still leaving money on the table.
With more than 1.1 million people entering the ballot for the 2026 London Marathon, the odds of securing a place have fallen to around 19:1. For charities, every place has become incredibly valuable. Yet despite huge advances in technology, fundraising platforms and supporter communications, many organisations have quietly lowered their expectations of what their runners can achieve.
It’s time to change that.
We have more tools than ever – so why are we expecting less?
Twenty years ago, fundraisers had none of the channels we now take for granted. There were no Facebook groups, no WhatsApp broadcasts, no automated journeys and very little digital fundraising infrastructure. Supporters relied on basic sponsorship forms and rudimentary giving pages.
Today, charities have access to sophisticated fundraising platforms, SMS campaigns, social media communities and highly personalised supporter journeys. Yet many minimum sponsorship targets have barely changed in real terms.
It’s not that supporters aren’t capable of raising more money (they are). It’s that charities are lacking the ambition to maximise that potential.
Choosing the right runners matters more than ever
One of the biggest mistakes charities make is panic-filling places too early.
Whether you have five places or five hundred, marathon places should be treated as valuable fundraising assets. Too often, organisations allocate places based on the first few applications that look OK rather than taking the time to understand who is genuinely capable of delivering exceptional results.
Firstly, all charities should be treating as many of their places as possible like a major donor opportunity. Mapping networks, engaging corporate, philanthropy and mid-value teams as well as trustees and senior staff in finding top prospects capable of raising five figures. These should be approached personally and not asked to apply.
For the rest, the application process should go beyond basic eligibility questions. Instead, fundraisers should seek the answers to 6 key questions to find out what a supporter’s fundraising potential really is:
– What motivates the applicant (closer to the cause the better)
– Whether they have run a marathon before (1st timers raise the most)
– Their fundraising experience (look for experience of raising decent amounts, but not too often)
– Their plans for raising money (can they give you a reason to believe?)
– The strength of their personal network (bigger the better)
– Whether they already have a fundraising target in mind (self-generated targets are gold)
The first 48 hours can make or break the experience
The period immediately after a runner secures their place is often overlooked, yet it is one of the most important moments in the entire supporter journey.
Excitement and motivation are at their peak. Charities have a brief window in which to build momentum, establish expectations and create an emotional connection.
The best onboarding experiences do a few simple things exceptionally well:
– They make supporters feel chosen rather than processed.
– They clearly explain what is expected.
– They give runners one practical action to take immediately.
– They demonstrate the impact their fundraising will have.
– They follow up quickly and consistently.
Most importantly, they involve genuine human interaction.
A phone call may feel old-fashioned in an age of automation, but conversations build trust, uncover concerns and help fundraisers spot opportunities that an email never will.
Fundraising pages are important, but they are not enough
Many charities place enormous emphasis on fundraising pages, assuming that the technology will do the hard work.
Fundraising pages absolutely matter. Adding a personal story, uploading a profile picture, posting updates and making an initial self-donation can all have a measurable impact on income.
But when surveyed, supporters consistently tell us they want much more than a donation page.
They need:
– Fresh fundraising ideas.
– Practical advice.
– Easy ways to pay in money.
– Encouragement when motivation dips.
– Confidence that someone is there to help.
More than a third of runners say they want support with fundraising inspiration over and above anything else
A great supporter experience combines digital tools with meaningful human connection.
Support people like a coach, not a debt collector
Every fundraising team will encounter supporters who are struggling, losing momentum or going quiet altogether.
The instinct can be to chase targets and issue reminders. But the most effective organisations intervene early with empathy and support.
Instead of asking, “Why haven’t you raised enough?”, ask:
– What barriers are they facing?
– Do they need new fundraising ideas?
– Are they worried about reaching their target?
– Have life circumstances changed?
Milestones, recognition and social proof can all help maintain momentum. Celebrating small wins, highlighting creative fundraising efforts and acknowledging progress often prove far more effective than repeated reminders about sponsorship totals.
Supporters want to feel encouraged, not pressured.
Great supporter experiences drive long-term value
The London Marathon is about much more than one event and one fundraising target.
The real opportunity lies in building relationships that last long after race day.
Supporters stay loyal when they:
– Feel emotionally connected to your cause.
– Have a positive and rewarding experience.
– Trust that their money, time and effort are making a difference.
When charities invest in supporter experience, they are not simply increasing marathon income. They are strengthening long-term retention, encouraging future giving and creating advocates who will continue to support the organisation for years to come.
Challenge the things you do simply because you’ve “always done them”
Finally, charities need to be honest about where they are spending money.
Many event programmes still include costly packs, elaborate cheer points and post-race receptions that may add little value to the supporter experience.
Ask yourself a question: if your runners knew exactly how much you were spending on these activities, would they believe it was money well spent?
The strongest supporter experiences are not necessarily the most expensive. More often, they are the most thoughtful, personal and intentional.
As fundraisers, we have a responsibility to make the most of every opportunity. The people who rely on our charities need us to be ambitious, creative and willing to rethink old assumptions.
The London Marathon remains one of the most powerful fundraising opportunities available. The challenge for charities is not whether supporters can raise more money. It is whether we are prepared to have the ambition to help them surpass their expectations.