Author: Sarah Smith
The 2013 London marathon is in less than a week’s time. The hard slog of training behind them, most runners will be easing up, resting their legs before the real thing. Over the last few months, many will have sought training tips to improve their running, but what about the thousands of runners who are using the London marathon as a way of raining money for charity? What are some of the top tips for how they can achieve a fundraising personal best?
David Reinstein from Essex University has started an interesting discussion of research that fundraisers might find relevant. At CMPO, we have also begun looking at the rich data available from online fundraising website Justgiving.com to gain further insights into charitable fundraising.
The good news for marathon runners is that they have chosen a good event. Compared to fundraisers doing other events – cycling, parachuting, birthdays and other running events – London marathon fundraisers tend to have more donors (29 is the typical number) and raise more money overall (between £800 and £900 is typical).
Most marathon pages have a fundraising target. This seems to work. Compared to having no target, pages which specify a target amount get more donations and higher average donations. Donors clearly respond to the target – when the total amount raised gets close to the fundraiser’s goal, donors increase their donations to hit the target, but they give less once the target has been reached. With this in mind, raising the target could be one way to keep donations high.
Donors are also responsive to how much others have given. Arriving at a fundraising page, each donor can see how much other people have given and this information affects how much they give. A generous donation to a page – particularly made early on – can have a positive effect on later amounts given. Our results suggest that a one-off donation of £100 leads to around a £10 increase in the amounts given subsequently. Some of the effect comes through the fact that this kind of large donation triggers other people to match it; but there is also a wider, positive effect. Small donations, on the other hand, result in subsequent donors giving less. So, fundraisers have an additional incentive to encourage their friends, family and colleagues to be generous because of the knock-on effect that donations have on how much other people give.
Most people raising money by running in the London marathon will be relying on donations from their friends, family and colleagues. One question that Kimberley Scharf and I are looking at is how important the size of the person’s social group is – and whether you can be a successful fundraiser even if you have a relatively small social network. We capture the size of a fundraiser’s social network by the number of their Facebook friends. This may not be a perfect measure of the potential donor pool but many fundraisers do post to their Facebook pages. We find – perhaps surprisingly – that larger social networks do not translate into higher total amounts raised. Although fundraisers with more friends tend to get more donations, each donor in a large social network typically gives less, meaning that the total amount raised is roughly the same for those with a thousand-plus friends as it is for those with less than a hundred. This is true controlling for age and income and is also true for pages without a target.
There are a number of explanations for why this might be the case. One possibility is that, in a larger group of donors, each person’s donation matters less to the fundraiser and so the donors give less. It may also be the case that there are weaker relationships between the fundraiser and their friends in larger social networks. By digging further into the fundraising data, we hope to get a better understanding of the relationships between fundraisers and donors and provide further insights into what determines fundraising success.