Marketing budgets used by charities to promote their mass participation fundraising events are up by more than a third, research has found.

Figures revealed in consultancy Massive’s annual analysis of the 25 biggest charity owned events found they raised £136m last year, up by £4m on the previous year.

It also found that recruitment for fundraisers “appears to be holding steady” among more than four in five event organisers Massive spoke to.

But it warns “this is coming at a cost with marketing budgets increasing by just over a third” this year adding that virtual events are “having to work hardest to recruit participants”.

Despite this increase in marketing spending nine in ten event organisers said fundraising values remain the same or are increasing so far into 2026.

‘Long distance walking boom’

Massive’s analysis of fundraising to take place in 2025 found there is a “long distance walking boom” with hiking events among the fastest growing events.

These account for more than a third of charities' total fundraising event income.

The consultancy’s report says that fundraising for Alzheimer's Society's Trek26 was up by 41%, while Macmillan's Mighty Hikes grew by 30%, and Cancer Research UK's Big Hike increased by 35%. Add in

“It looks like the walking boom appears to following on the heels of the running boom we’ve seen in third party events.”

Other fastest growing events were The Great Tommy Sleepout, which is up by 69% and RBC Race for the Kids by 42%.

Massive also found the five biggest events have not changed for four years.

These remain Cancer Research UK’s Race for Life, Macmillan Cancer Support’s Coffee Morning, Movember, Macmillan Cancer Support’s Mighty Hikes and The Kiltwalk.

However, “there could be signs that the picture is shifting”, found Massive, with income “flat or down” for Race for Life, Macmillan Coffee Morning and Movember

---