Event-based fundraising grows

Event fundraising
Event fundraising

Runs, walks, long-distance cycling races and other event-based fundraising activities saw growth in 2010, both in terms of participants and dollars raised online, a new study says.

Traditional peer-to-peer fundraising events, which include non-competitive walks and fun-runs, competitive 5K and 10K races, and endurance events like long-distance walks, all saw increases in 2010 over 2009, says Convio’s study of 36 organizations that use the company’s TeamRaiser online fundraising software.

An average of 25,568 people participated in non-competitive events in 2010, up 13.9 percent over 2009, while 15,645 registered for competitive races, an increase of 29.75 percent.

Endurance races, not including marathons, drew 19,702 participants in 2010, up 4.7 percent from 2009.

But endurance races brought in an average of $16.8 million in 2010, significantly more than either competitive races, which raised an average of $697,000, or non-competitive events, which raised $2 million on average.

While competitive events raised the least money on average, they saw growth of almost 40 percent from 2009 to 2010, significantly higher than the other two categories, the study says.

Participants in endurance races raised an average of $611 each, eclipsing the $52 average by non-competitive entrants and the $28 raised by competitive racers.

For third-party fundraising events, which are fundraising efforts held by a group or organization for the benefit of a nonprofit, sufficient data did not exist for year-to-year comparisons, the report says.

But among the 12 organizations analyzed, marathons participants raised an average of $1,744, significantly more than the $341 average raised by participants of grassroots events like bake sales, and the $111 average raised by students in school-based fundraising events.

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