Fundraisers are increasingly choosing ‘lifestyle’ challenges, such as growing a beard or sitting in bathtubs full of baked beans, rather than more traditional fundraising activities such as running marathons, according to research by donation website JustGiving.
Speaking at the Institute of Fundraising’s National Convention yesterday, Jonathan Waddingham, digital strategist at JustGiving, unveiled statistics compiled by the organisation about the fundraising activities carried out by charity supporters who used its website to collect donations.
The figures showed that the number of people who had started fundraising pages on JustGiving that fell into the ‘lifestyle’ category had risen from about 3,600 in the first quarter of 2007 to more than 12,000 in the first quarter of 2010. It is the fastest-growing category.
Lifestyle pages raise the third-highest level of funds per page on JustGiving, netting an average of £693 per fundraising page, with only memorials and treks bringing in more money.