How to deliver successful fundraising challenge events

However, in today’s economic climate, fundraising has become more challenging. With household budgets under pressure and many people feeling less comfortable asking friends and family for sponsorship, charities need to work harder to ensure their challenge events remain attractive, accessible and financially successful.

The good news is that challenge events continue to perform well when they are carefully planned, supporter-focused and designed to deliver an exceptional participant experience. As fundraising specialists Ian Wilson and Sarah Tite highlighted during a recent webinar, the most successful challenge events are about much more than raising money. They create communities, build loyalty and foster long-term support.

Why Fundraising Challenge Events Still Matter

Challenge events offer far more than a one-off fundraising opportunity.

They can help charities:

• Generate unrestricted income
• Reach new audiences
• Increase awareness of their cause
• Build long-term supporter relationships
• Strengthen community engagement
• Create sustainable fundraising pipelines

One of the biggest benefits of challenge fundraising is the loyalty it creates. People who invest months of training, commit to a fundraising target and successfully complete a challenge often develop a deeper connection with the charity. Many go on to support future campaigns, take part in additional events or become regular donors.

Challenge events can also introduce hundreds of new contacts to your organisation through participants’ fundraising networks, significantly expanding your supporter base.

Why Experiences Are Driving Event Fundraising Growth

While supporters may be cautious about spending money in uncertain economic times, research shows that people increasingly prioritise spending on experiences rather than possessions.

This presents an opportunity for charities.

A fundraising challenge is more than a sponsorship opportunity. It is a personal achievement, a memorable experience and often a chance to connect with like-minded people. Whether someone completes their first 10k run or cycles across a county, that experience becomes part of their story.

The best challenge events focus not only on fundraising outcomes but also on creating an enjoyable and rewarding participant experience from start to finish.

Choosing the Right Type of Challenge Event

There is no single model for successful challenge fundraising. Different formats suit different organisations, supporter bases and budgets.

Organise Your Own Challenge Event

Many charities successfully create their own local events, including:

• Sponsored walks
• Fun runs
• Cycle rides
• Swimathons
• Trekking challenges
• Dog walks
• Dance marathons

The advantage is that costs can often be kept low while giving the charity complete control over the participant experience.

A simple community walk involving 100 people raising a minimum of £100 each could generate £10,000 before Gift Aid, registration fees and additional sponsorship are included.

Buy Places in Established Events

Third-party events such as the London Marathon, Royal Parks Half Marathon and London to Brighton Cycle Ride allow charities to purchase places and recruit participants.

The event logistics are handled by organisers, allowing charities to focus on fundraising support, stewardship and participant engagement.

Encourage DIY Fundraising Challenges

Some supporters prefer to create their own fundraising challenge.

These might include:

• Local running events
• Overseas treks
• Open-water swims
• Personal fitness challenges
• Multi-day cycling adventures

DIY challenges often have minimal organisational costs for charities while still generating valuable income and supporter engagement.

Start With a Clear Plan

Successful challenge events do not happen by accident.

Before launching an event, consider:

Define Your Objectives

Ask yourself:

• Are you primarily raising funds?
• Are you looking to attract new supporters?
• Is awareness a major objective?
• Do you want to strengthen community engagement?

Having clear goals helps shape every aspect of the event.

Create a Detailed Project Timeline

The webinar speakers emphasised the importance of creating a comprehensive project plan covering:

• Marketing activities
• Recruitment deadlines
• Participant communications
• Event logistics
• Stewardship activity
• Post-event follow-up

Many fundraising problems can be avoided through early planning.

Budget Carefully

Calculate:

• Registration income
• Sponsorship projections
• Event costs
• Marketing expenses
• Staffing requirements
• Return on investment

Do not underestimate costs, but equally ensure fundraising targets remain realistic and achievable.

Make Your Event Accessible and Inclusive

Accessibility should be built into event planning from the outset.

Consider:

• Different challenge levels
• Alternative route lengths
• Wheelchair accessibility
• Family-friendly options
• Inclusive participation opportunities

Ian Wilson shared examples of adapting events so people with different abilities could take part meaningfully rather than being excluded. Inclusive events attract broader participation and better reflect many charities’ values.

How to Secure Event Sponsorship

Corporate support can significantly improve event profitability.

Seek Financial Sponsorship

Approach:

• Existing corporate supporters
• Trustee contacts
• Patron networks
• Major donors
• Local businesses

Many sponsorship opportunities start through warm introductions rather than cold approaches.

Explore Match Funding

Many employers offer matched giving schemes that can double the funds raised by employees.

Encouraging participants to check whether their employer matches donations can deliver substantial additional income with little extra effort.

Request In-Kind Support

Businesses may be unable to provide cash sponsorship but willing to donate:

• T-shirts
• Refreshments
• Venue hire
• Printing services
• Medals
• Equipment

Reducing costs is often just as valuable as increasing income.

Participant Stewardship Is the Key to Event Success

One of the strongest messages from the webinar was that great events are built on great supporter experiences.

The fundraising starts long before event day and continues long afterwards.

Create a Structured Supporter Journey

Sarah Tite recommends planning communications across three stages:

Before the Event

• Welcome participants properly
• Share fundraising tips
• Introduce beneficiary stories
• Explain the impact of fundraising

During Event Week

• Provide practical information
• Share encouragement and good luck messages
• Build excitement and community spirit

After the Event

• Celebrate achievements
• Share event outcomes
• Thank participants
• Highlight future opportunities to get involved

Many charities invest heavily in event logistics but neglect stewardship planning. Doing so risks losing valuable supporters after the event ends.

Tell Stories That Inspire Fundraising

Statistics matter, but stories motivate action.

Participants need to understand:

• Why the charity exists
• Who benefits from its work
• How fundraising makes a difference

Instead of focusing solely on organisational facts and figures, bring beneficiaries’ experiences to life through compelling stories.

People are far more likely to fundraise enthusiastically when they feel emotionally connected to the cause.

How to Help Participants Raise More Money

Supporting participants effectively can dramatically increase fundraising totals.

Encourage Early Fundraising

Participants who begin fundraising early consistently raise more money.

The sooner they start sharing their page and talking about their challenge, the more opportunities they have to secure donations.

Promote Online Fundraising Pages

Encourage participants to:

• Add photos
• Upload videos
• Set a fundraising target
• Share personal stories

Fundraising pages with strong personal content tend to perform better because they help supporters connect emotionally with the challenge.

Monitor Fundraising Progress

Do not wait until event week to see who is struggling.

Regularly review fundraising activity and offer support where participants need additional ideas or motivation.

Use Social Media Strategically

Participants should:

• Share regular updates
• Post training progress
• Celebrate milestones
• Share fundraising links frequently

Fundraisers who keep telling their story throughout the journey often achieve significantly higher totals.

Don’t Stop Fundraising After Event Day

Many participants assume fundraising ends once the challenge is completed.

In reality, up to 20% of donations can arrive after the event when participants share achievement photos, videos and completion stories.

Always Meet and Thank Your Participants

One simple but often overlooked piece of advice from the webinar was to always meet and greet participants where possible.

Whether it is a locally organised event or a third-party challenge, making the effort to be present demonstrates appreciation and helps create lasting positive memories.

A personal thank you, a goodie bag or simply being there to celebrate can make a significant difference to participant retention.

Learn From Every Event

No event is perfect.

Following each challenge, evaluate:

• Income generated
• Costs incurred
• Participant feedback
• Recruitment success
• Stewardship effectiveness
• Opportunities for improvement

Many of the most successful charity challenge events have evolved over several years through continuous learning and refinement.

Final Thoughts

Despite economic pressures, fundraising challenge events remain one of the most effective ways to raise money, increase awareness and build strong supporter relationships.

The charities seeing the greatest success are those that focus on more than just event day. They invest in planning, supporter experience, storytelling and stewardship throughout the entire participant journey.

Most importantly, they remember that challenge fundraising is about people. Create a memorable experience, support participants well and show genuine appreciation, and your event can deliver benefits long after the finish line has been crossed.