Our top three London marathon trends

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London marathon fundraising

UPDATE MONDAY 14TH APRIL – Over £16.2 million has now been raised by London marathon runners!

With the world’s biggest fundraising event just a couple of days away, we thought we’d share three key London marathon trends we’re seeing on JustGiving.

1. Fundraising is growing

People are giving more than ever. Over £14 million has been raised by London marathon runners for over 1,300 good causes so far this year – this is 9% up on the same point in 2013.

2. Mobile giving is taking the lead

Last year was our first ever mobile marathon with mobile traffic overtaking desktop traffic for the first time. Over half (58%) of traffic to JustGiving came from a mobile device – an uplift of 52% on 2012.

With this shift in consumer preference to mobile came the realisation that we needed to make it easier than ever before for people to give on any device. That’s why in May last year we rolled out our new one-touch donation process, making it easy for our community of 22 million people to show they care with one click or touch of a button.

Fast forward 12 months and hardly a day goes by without more people visiting JustGiving on their mobile or tablet than on their desktop computer. Looking at the first seven days of April alone, we’ve seen conversion rates for people giving on a mobile phone or tablet increase by 53% versus the same period last year.

That means in just one week, an extra £1.7 million has been raised for good causes in the lead up to London marathon thanks to our continuous investment in technology for good.

3. Social sharing is reaching more people

Doing the London marathon is on many a person’s bucket list. People are proud to show off their grueling training schedule, share how their fundraising is going and post selfies as they run round the course. From sign-up to the finish line, taking part in the London marathon is a very shareable experience.

When it comes to maximising online fundraising, it’s important to understand people’s desire to share and tap in to this behaviour. The technology matters just as much as the experience of the event itself. By using the right tools, you can make it easier for people to show they care so they reach more people and raise more money for your cause.

In the first day seven days of April we’ve seen a 111% increase in the number of actions people are sharing to social media from JustGiving. That’s because we’ve made it easier for people to share what they’re doing with their favourite networks on any device. Whether it’s creating a fundraising page, making a donation or posting an update to let their friends know how they’re training is going, we enable them to spread the word on Facebook and Twitter with just a click of a button.

Good luck to all the runners!

If any of your supporters are taking on the London marathon this weekend, we wish them the very best of luck. The money they’ve raised and the hours of training on dark, cold winter nights are an amazing demonstration of how much they care about your cause.

We’ll be there on Sunday on Tower Bridge to cheer them on.

Discover more key trends from JustGiving

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Sally Falvey has worked in online fundraising for over 10 years, and is the Head of Growth Marketing at JustGiving. She’s passionate about helping all charities use the latest technology to be more efficient and raise more money.