Fundraising income from the top 25 charity events last year was down by £5m on the previous year, as many organisers struggled to attract participants.
The top events raised £114m collectively in 2022, compared to £119m in 2021.
The figures have been revealed by consultancy Massive in its annual look at the major 25 fundraising events, which raised £4.5m on average.
Massive found that the total participant numbers “are yet to return to pre-pandemic levels”, although it notes that the value per fundraiser increased for most in-person events during the year.
A factor has been a lack of roll overs from cancellations in 2021 caused by Covid.
It predicts 2023 “will be another difficult year” typified by “slow- but- steady growth for both in-person events and social campaigns”.
Earlier this month Charity Times revealed that the next day fundraising total for this year’s Soccer Aid fundraiser for Unicef was £1m down on the previous year. Organisers reported that the event, which involved ex professional footballers and celebrities, raised £14.6m, compared to £15.6m the year before.
Massive says there are “signs of recovery” and warned charities not to “disinvest from events”, but warned the sector to “adjust your expectations if you’re hoping for a quick return to pre-Covid income levels”.
The fastest growing campaigns last year were Save the Children’s Christmas Jumper Day, which saw its income increase by 67%. Meanwhile, Cancer Research UK’s Relay for Life was up 53% and Breast Cancer Now’s Afternoon Tea saw a 31% boost.
Top charity events
In terms of gross income the top charity event in 2022 was Cancer Research UK’s Race for Life running and walking event, which raised £22.4m.
In second spot is Macmillan Cancer Support’s World’s Biggest Coffee Morning, which raised £15.6m.
Movember grabs third place with an income of £15.5m. All three of the top 3 saw their fundraising income increase last year.
“The biggest and most established events have proven to be the most resilient to a highly turbulent market. This year was all about the re-growth of established product,” said Massive.
It adds though that “there was little innovation” last year, with only three new events breaking into the Top 25. These were Cancer Research UK’s Walk 100 Miles Challenge, which raised £4m and its Push Ups Challenge, which raised £3.3m. Prostate Cancer UK’s Big Golf Race was the other new entry, raising £1.2m.
Last year also saw two returning events, Walk the Walk’s Moonwalk and British Heart Foundation’s London to Brighton Bike Ride.
Fifth placed Kiltwalk’s fundraising total was down to £8m in 2022. However, organisers have already acted this year to attract participants amid the cost-of-living crisis.
This year the event, which takes place during the year across cities in Scotland, has reduced the entry fee “in recognition of soaring inflation rates”. At events held already in Glasgow and Aberdeen this year the event broke records for the number of fundraisers taking part.
Aberdeen 2023… what an incredible day, the biggest ever in the Granite City!
— Kiltwalk (@thekiltwalk) June 4, 2023
On behalf of everyone at Kiltwalk, @SirTomhunter, @THunterF and your chosen Charities - THANK YOU ALL for your Kiltwalk Kindness ❤️
That’s a wrap!#KiltwalkAberdeen pic.twitter.com/qGHyYYVSjT
Among the top 25 events, 11 saw a drop in income between 2021 and 2022.
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