London Marathon Charity Fundraising Guide for 2024

Raise money for your charity place on GoFundMe

Start a marathon fundraiser

Successful in the ballot? Or just won your London Marathon charity place? Start your London marathon fundraising now.

There are two different ways to enter the London Marathon – through the ballot or via a charity, but you can fundraise through GoFundMe however you’re taking part.

GoFundMe is the ideal choice for charity fundraising. We have a 100% Gift Aid promise. That means all the Gift Aid pledged to your campaign is sent to the charity, for free. Set up a fundraiser now and we’ll help at every step along the way with our expert tips and tricks. What’s more, we automatically transfer all your donations to your chosen charity—you don’t have to do a thing.

Still unfamiliar with the  London Marathon and want to learn more about the event? We can also help with our complete guide to where and where the London Marathon takes place this year. 

Why run the London marathon?

Chris Brasher, the man who founded the London marathon in 1981, dubbed the event as “the Suburban Everest”.

Nearly four decades on, and the race he founded is one of the biggest fundraising events in the world – and one of the best ways to raise money for charities.

In 2021, more than £20m was raised for charities by people taking part in the London Marathon.  

The figures, which came from former London Marathon fundraising site Virgin Money Giving include:

  • £1.9m for the headline charity, Macmillan cancer support by 1,500 runners
  • £2.1m in charitable donations on race day itself 

Fundraising if you have a ballot placeIf you have a place in the ballot, we know you’ve got a lot on your mind, from the best training regime to whether you need to alter your diet 

Let us make the fundraising easy with secure, direct to charity fundraising that is easy to set up. You have the freedom to set your own target, with no minimum amount you need to raise, and you can choose what cause to support  from the thousands in our charity database.  Our blog is packed with expert fundraising tips to help you get started.


Why use GoFundMe to raise money for your London marathon charity?

It’s very simple. The marathon is one of the biggest events in the world, which raises millions for charity, and GoFundMe is a leader for charity fundraising.


GoFundMe provides:

  • 7 day support from our world class customer service team.
  • An app to help you maintain your fundraiser on the go.
  • Automatic donations delivered to your chosen charity – so you don’t have to lift a finger.
  • 100% of Gift Aid sent for free to your favourite charity.
  • More than £15 billion+ raised so far on our platform.

How to run a successful London Marathon fundraiser

  • Start fundraising early

    They say the early bird catches the worm, and fundraising is no different. Research cited by marathon sponsors TCS shows those who set up their fundraisers soon after they get their ballot places raise up to £700 more. That’s compared to those who set up their pages with just a couple of months to go.

    First, think through how you’re going to create a fundraising plan. That means:

    • Setting a target amount to make for charity. The average raised is £1,495 according to TCS research, so why not start there?
    • Looking at other successful fundraisers to see what worked for them, and what did not.
    • And taking some photos and even a video to launch your fundraiser.

    Then, you’re ready to set up your donation page. Our expert top tips are to explain who, what, when, why, and how on your page:

    • Who are you raising money for? Describe the charity honestly and compellingly – why is it so important, and why does it deserve help?
    • What does the charity need money for? Is there an immediate crisis, or perhaps an aim such as a new library for your children’s school?
    • When do they need money? If there are any deadlines, adding a sense of urgency can help your cause.
    • Why does the charity need help? Giving makes people feel good, so tell your friends why their contributions are so necessary.
    • How can your donors help? Be specific, such as detailing what a £5, £10, £20 and £50 donation can impact the charity.
  • Make it personal

    Stories can change the world. Sharing a personal story and why your chosen charity matters on your GoFundMe page is a great way to connect with potential donors, from family and friends to total strangers.

    Don’t panic if you’re not feeling particularly eloquent. They say a picture is worth a thousand words, so if you’re stuck on what to say, a high quality, compelling image can do a lot of the work for you.

    When it comes to pictures, more is more. GoFundMe research shows fundraisers with at least five photos have twice as many donations  as fundraisers with only one. You can also share some images of your training journey while updating your page.  

    As well as pictures, videos are powerful fundraising tools to connect with your donors and make your campaign stand out. All you need is a camera or smartphone.

  • Leverage your online and offline networks

    Once your campaign is live, it’s time to get donations. Sharing with your friends and family is important, but there are plenty of ways to reach new audiences. If you’re stuck, we have 25 ways to share your fundraiser, from Facebook events to phone calls to targeted emails.

    There are plenty of ways to promote your fundraiser on social media, but if you don’t have Facebook, that’s not a problem. For those fundraising without social media, you can try sharing your campaign on your workplace intranet. Another idea is sending one-to-one personal messages such as email or Whatsapp.

    Start a marathon fundraiser