Runners in this year’s London Marathon who set fundraising targets on their online donation pages raised 58 per cent more than those who did not, according to a new report published by the donation website Virgin Money Giving.
The report also reveals that 86 per cent of people who took part in the race raised money for charity. Of the £51.8m raised, £13.8m was raised through the website by 10,231 people.
The report analyses the fundraising efforts of race participants and says that those who published targets raised on average £1,328, excluding Gift Aid. Those who did not raised £842, excluding Gift Aid.
It also reveals that people who set up fundraising pages when their places were confirmed in 2010 raised £1,511, including Gift Aid, and those who waited until 2011 to set up their pages raised £1,374, including Gift Aid.
The report – the full version of which is not yet available – aims to maximise donations for the 2012 marathon.
Jo Barnett, executive director at Virgin Money Giving, said the research showed that the main driver for people taking part in the marathon was to raise money for charity. Setting a target clearly paid off, even if fundraisers did not hit the target, she said.
"Charities need all the money they can raise, and it is great to see that the vast majority of runners, whatever their aim for the race, are committed to raising money for charity," said Barnett.