Really feel like your fundraisers simply aren’t participating? We requested 1,000+ fundraisers how they actually need to be contacted.
Earlier this 12 months, we talked to 1,000+ fundraisers and 100+ charities that participated in London Marathon 2025. And what they advised us is evident: charities aren’t essentially speaking with them within the methods they’d choose throughout their fundraising journey.
Learn on to see what we learnt and the way necessary your channels and call strategies might be to your fundraising success.
Be part of our free charity webinar on seventeenth September! Sophie from Scope will share the charity’s London Marathon technique and actionable fundraising suggestions your charity can use at this time. Register free now.
What we discovered
How fundraisers need to be contacted
We requested London Marathon fundraisers how they really need to be contacted by the charity they’re supporting, and right here’s what they stated:
- E-mail. Nonetheless the favorite: 88% of fundraisers selected this as their high channel!
- WhatsApp. A rising channel: 22% like direct messages and 20% choose teams.
- Cellphone calls. Calls really feel extra private and assist construct robust long-term relationships, particularly with high-value fundraisers.
How charities presently contact fundraisers
In the meantime, charities’ high fundraiser outreach strategies are mismatched to what fundraisers need: electronic mail, cellphone, and WhatsApp, in that order!
So whereas most charities rely closely on electronic mail and cellphone calls, it appears WhatsApp continues to be underused, regardless of rising fundraising curiosity.
What to do now
It is likely to be time to combine issues up!
If you happen to’re already utilizing electronic mail as a part of your communication technique, stick with it! In terms of utilizing electronic mail for fundraiser stewardship, electronic mail is likely one of the top-performing channels, with 88% of fundraisers saying that’s their primary channel.
If you happen to depend on electronic mail alone, attempt including WhatsApp or cellphone to your stack (particularly for these elevating essentially the most cash).
If you happen to’re prioritising cellphone calls, maintain issues balanced: charities say calls are considered one of their best-performing stewardship instruments, though fundraisers are displaying much less curiosity in them. In actual fact, almost 70% of 18–34s choose texts over calls! Calls are priceless as a result of they create two-way conversations. However as a result of they take extra time and might be exhausting to schedule, use SMS or WhatsApp as a backup.
If you happen to’re already doing all these, attempt mixing in much more personalised strategies, like handwritten postcards, thank-you movies, good luck packs, and easy shoutouts on social media.
Need assistance along with your London Marathon stewardship? We simply printed a whole sequence of emails you may copy, paste, and ship to your London Marathon fundraisers to assist and assist them increase extra at each section! Get the free templates right here.
The incentives fundraisers need in 2025
In terms of incentives and presents, fundraisers stated receiving these would have helped inspire them to lift much more cash for his or her trigger:
- Free operating package
- Prize draw to win £1000 donation to my web page/charity
- Free coaching tech (eg. Apple watch)
Your fundraisers can win donations of as much as £1000!
Over the following few months, we’re holding particular giveaways that give your fundraisers an opportunity to make an excellent larger affect. Try the newest incentives on our London Marathon Hub.
Extra insights from our analysis
The extra contact, the higher
In terms of high-performing fundraisers, the extra contact the higher. Solely 2% of fundraisers felt they’d an excessive amount of contact, and of those that raised over £3,000, none stated there was an excessive amount of!
Present the trail to fundraising success
Fundraisers need to know particularly how they’re serving to your trigger, in addition to tales about these you’ve helped. A easy approach to do each is tying your trigger into your goal: what are you elevating cash to do, and the way will the fundraising goal you’ve chosen particularly enable you do it?
PRO TIP: Share pre-written messages your fundraisers can pop on social media, in an electronic mail, or in a textual content to make it quick and simply to get donations and enable you attain your objective.
Present alternatives for incentives
Individuals increase cash for you as a result of they’re obsessed with your trigger. However a bit of further motivation can go a good distance! Fundraisers say issues like free trainers, prize attracts for donations, and sensible watches can assist inspire them to lift extra.
To completely leverage incentives (particularly early within the course of), set clear deadlines. For instance, “get your first donation by [date] to enter the prize draw.” This helps fundraisers get that first donation early, which ends up in extra raised over time.
Try how Barnardo’s evokes fundraisers with marketing campaign milestones and incentives.
It’s London Marathon Activation Month!
Prepared, set, activate! September is London Marathon Activation Month at JustGiving, and it’s all about getting extra of your fundraisers activated and elevating cash for you.
First up: be a part of our free webinar on 17th September
Sophie Maggs from Scope will share fast wins to your London Marathon marketing campaign, a deep dive into their stewardship journey, and a lot extra. Register now.
FREE WEBINAR!
Be part of our free webinar seventeenth September
Be part of Sophie from Scope for London Marathon fundraising suggestions your charity can use at this time.
