A survey has revealed the tactics used by the UK’s most successful mass participation fundraisers to ensure they raise as much as possible for good causes.

Carried out by online fundraising platform Enthuse, this survey involved the views of 2,500 members of the public last year on their participation in fundraising events, such as marathons and other challenges.

This includes the views of the 17% of participants who raise more than £3,000 for charity for each event. Their numbers are up, by four percentage points from last year, but they are still in a minority among fundraisers, with 36% raising up to £500 per cent and 47% raising between £500 and £3,000.

Early promotion

Enthuse found that a key tactic among those raising more than £3,000 is to start seeking donations six months before the event. Almost a third of those that start this early pass this fundraising total, compared to only 13% who start just a month before they carry out their challenge.

Enthuse says this highlights “the importance of an early start” adding that four in five donors give before the event “so charities should remind fundraisers that there’s no need to wait until crossing the finish line to ask for donations”.

Social media’s importance

Another tactic deployed by the most successful fundraisers is to ensure they are focusing calls for donations across social media. Two thirds of those who raised more than £3,000 posted on platforms about the event, compared to less than a quarter of those who raised under £500.

Successful fundraisers also link their personal story, such as a connection to the charity, on social media. More than half (52%) of those raising £3,000 did this, 17 percentage points higher than those raising less than £500.

Frequent of calls for donations is another tactic used by the most successful fundraisers. A third of those who post on social media every day or more raise more than £3,000.

Enthuse found that the most successful fundraisers typically post on five different channels or platforms, twice as many on average as those raising under £500.

The most used platforms are Facebook and What’s App, which are deployed by seven in ten fundraisers. Instagram is used by three in five, X by a half, TikTok by less than half and email by just under two in five.

How can charities help?

The most popular way for charities to support participants, the survey found, was to provide ideas for fundraising, cited by more than a third.

Other support from charities being called for include tips on how to ask people for support, opportunities to connect with other participants, training plans, information on how money will be used and more than one in five want to use an app to track fundraising.

Enthuse also found that as many as 85% of fundraisers exceeded the target they set for themselves, and 15% beat it by at least a half.

Challenge events

This is the latest report into mass participation fundraising to be published this month.

JustGiving’s 2026 Event Fundraising Snapshot showed how challenge based fundraising activities, including running, cycling and swimming, are the main drivers for donations for charities of all sizes.

Meanwhile, a survey of mass participation event goers carried out by Massive revealed the importance of young women to charities’ fundraising efforts, due to their increasing interest in taking part in events.

This also showed how social media was vital for charities in promoting events, particularly among women, who are 10% more likely than men to hear about events on social media.

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