Recent data from Enthuse's Mass Events Report reveals a shift in the landscape of mass participation events for charities. While traditional barriers—like lack of fitness, time, and pressure—are receding, others, notably reluctance to ask for donations, are becoming more pronounced. Yet, despite these barriers, a significant portion of participants are meeting and exceeding their fundraising targets. This insight offers a unique opportunity for charities to strategise and support participants effectively, addressing barriers while maximising engagement.
The Barriers Are Dropping… Mostly
As we look at the key deterrents stopping potential participants from signing up, the data indicates a promising trend:
- Fitness Concerns: Down from 29% in 2022 to 24% in 2024.
- Time Constraints: Decreased from 30% in 2023 to 25% in 2024.
- Pressure: The percentage who felt participation would be too much pressure has dropped from 19% in 2023 to 16% in 2024.
- Interest Levels: Those just not interested decreased from 12% in 2023 to 10% in 2024.
These drops suggest that people feel more confident about their participation and are willing to explore mass events as an achievable way to support causes they care about.
The Growing Hurdles: Asking for Funds and Time to Fundraise
On the flip side, two barriers are on the rise:
- Reluctance to Ask for Donations: This remains the largest barrier at 41%, up from 34% in 2022.
- Lack of Time for Fundraising: Increased to 16% in 2024, up from 11% in 2022.
These obstacles highlight a growing discomfort with traditional fundraising asks and a perceived time commitment. However, these findings also indicate a shift toward a more self-sufficient approach to giving—people are eager to help but may need an approach that minimises the pressure to request donations directly from others.
The Good News: Participants Are Still Exceeding Targets
Despite these concerns, most participants are achieving, if not surpassing, their fundraising goals:
- 34% of participants met their targets.
- 37% slightly exceeded their targets.
- 15% exceeded their targets by over 50%.
- Only 12% fell slightly short, and a mere 2% fell significantly short.
These numbers reveal that once engaged, participants are generally highly successful fundraisers. This presents a clear opportunity for charities: by supporting participants in ways that address these barriers, they can unlock even more fundraising potential.
Strategies Charities Can Adopt to Address These Insights
- Provide Pre-Made Fundraising Tools and Templates: Since asking for donations is the biggest barrier, provide resources like email templates, social media posts, and event-specific hashtags. Simplifying this process can ease participants' reluctance and offer a quick way to reach their networks without feeling imposing on others.
- Create More Flexible and Low-Pressure Fundraising Options: To ease the time pressure, encourage participants to set modest goals and provide achievable milestones they can celebrate along the way. A campaign that builds excitement and celebrates small successes can keep momentum high without overwhelming participants.
- Utilise Peer-Led Communities for Motivation: Peer support is powerful. By facilitating group chats or virtual meetups, charities can create a sense of camaraderie and shared purpose. Participants less comfortable asking for donations may find encouragement and new ideas from fellow fundraisers.
- Highlight Impact Stories: Show participants exactly how their efforts make a difference. When they see the tangible outcomes of their fundraising, their comfort in asking for support can grow. Regular updates, visuals, and testimonials from those helped by their contributions create a stronger connection to the cause.
Final Thoughts
These insights shed light on changing dynamics in mass participation events. While practical barriers like fitness and time commitments are less daunting, charities must address rising discomfort with fundraising asks.
In the evolving world of charity events, thoughtful adjustments can transform apprehension into enthusiasm—and convert potential barriers into lasting support.
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