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8Jul

How MOB events are changing the event fundraising landscape

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By: Elizabeth Kessick - head of insight

JustGiving’s head of insight, Elizabeth Kessick, and Breast Cancer Care’s sporting and challenge events manager, Tom Whitehead, presented yesterday at the Institute of Fundraising’s National Convention on the Rise of Mob events – how experience led events have changed the fundraising landscape. 

There’s a new wave of charity supporters looking to have a party-like experience while raising some money. They may be participating in what we cheekily call a ‘MOB’ (Mud, Obstacles and Beer) event like Tough Mudder, or taking part in an experiential event, like the Electric Run, which combines running with a party atmosphere.

How MOB events are changing the event fundraising landscape from JustGiving for causes

MOB and experiential events are on the rise

Both categories of event have increased by over 200% on JustGiving in the past two years, and it doesn’t look like they will be slowing down any time soon.

What’s different about these events?

  • They are hyper-visual, offering participants many opportunities to snap photos and selfies along the way
  • They often introduce a new twist on existing challenges: such as taking place at night or running to music
  • These events are ‘born social’ – created when social media was already part of everyday life, so marketing, engagement and sharing via social channels are vital
  • People often like to participate in these events as part of a team who share the experience (and the photos!)

Who’s participating? *

  • Young people are hooked on these events – 69% of MOB participants and 71% of experiential eventers are 35 and under
  • More men (62%) than women (38%) participate in MOB events, however experiential events are extremely popular with women (86% of participants)
  • These participants are very social-media savvy – almost all of them are on Facebook, with a good number also using WhatsApp, Instagram, Twitter and Snapchat

What charities need to know:

  • Both MOB and experiential events represent opportunities to enhance your events mix and grow your event fundraising outside of the traditional channels
  • Getting involved with these events is a great way of getting your charity in front of a wider audience – especially young people and first time supporters

*data from a recent JustGiving survey to event participants

Join our free webinar on Event Fundraising to help you grow your event, promote your event, raise more money and report effectively.

Event Fundraising Webinar

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3 Comments

  1. 08 July 2015 Anton Mazer says:

    Thanks for the JustGiving blog and my comment is purely on a technical issue…sometimes I print a certain section of the blog for circulation to board members and the light grey body text looks nice on screen but printing it in a single colour (black)laser printer does serious damage to readability of the contents.
    Kind regards,
    Anton Mazer
    Chairperson,
    Kilkenny SPCA
    Ireland

  2. 08 July 2015 Kirsty Marrins says:

    Thank you for your feedback, Anton. We will certainly look into this. Thanks, Kirsty

  3. 25 August 2015 Jane Thompson says:

    Hello Elizabeth
    I have read this article and desperately wish I had could have heard you speak. Everything you are saying about mass paticiapation events has me excited. We created the first Hospice Midnight Walk 11 years ago and are still going strong against a national decline in this event for hospices. We have also this year created the Bubble Rush event which we are branding and sharing with hospices. I would love to hear this presentation. Is it something you will be doing again anywhere?. It would be a fantastic presentation for the National Association of Hospice Fundraisers conference or regional meetings (I am the North West Regional representative.
    I would love to hear from you
    Jane Thompson
    Head of Event Management
    St Luke’s Cheshire Hospice

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Elizabeth Kessick - head of insight

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