Soapbox Engage Blog

Charity walks and runs gather countless people annually for a little hard work activity to benefit their favorite charities. From fun and irreverent to highly competitive, there’s something for people of every age and fitness level.

The Mustache Dache encourages even the kids to sport impressive staches to support men’s health. On the "very athletic and competitive" end of the spectrum, World Vision’s relay team conquers the epic 199 mile Hood To Coast race annually.

Whether you want to host a festive 5K for the whole family or attract competitive athletes to a more serious race, charity runs are exciting and effective fundraising events for nonprofits of all sizes. Here are some reasons charity runs and other athletic fundraising events work so well, and a quick-start guide to making sure your first charity run is a huge success.

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Activity-based events drive more donor dollars

Activity-driven fundraising events focus on a specific event or activity instead of a particular outcome. They work by rallying your donors to take on a challenging, exciting, and fun activity.

Another example of an activity-driven fundraiser that went viral is the ALS "Ice Bucket Challenge". Whether it's a 5K charity run or an ice bucket challenge, activity-based fundraisers invite people to participate physically, emotionally, and financially, which increases their overall enthusiasm and commitment to the cause.

The "martyrdom effect" is real

Most people are not very motivated to do something if they believe it will hurt or require significant effort--which is perfectly logical and reasonable! Often times, however, charity athletic events are the exception.

When the prospect of enduring something hard or painful will benefit a good or "prosocial" cause, people are actually more interested in participating! Many participants believe their contribution is more valuable if it requires considerable effort or some level of physical discomfort. This is called the "martyrdom effect".

People are attracted to opportunities to work hard or endure discomfort on behalf of something bigger than themselves. This can take any form of interesting effort. Local 5K runs, walk-a-thons, relays, polar plunges, ice bucket challenges. All of these fundraisers tap into the martyrdom effect. No matter how little sweat equity is required, people are often more enticed to participate if it demands more than just their money.

Building community through collective effort

Those who sweat together, bond together--at least when it comes to fundraising. People enjoy the communal aspect of charity walks/runs, and your organization benefits because they are bonding around your cause!

There is social value in bonding with others who share a common goal, experience, or passion. The American Cancer Society gathers people whose lives are impacted by cancer as patients, caregivers, friends, or family. This common bond is a powerful motivator that often grows over time as individuals participate in more events and develop stronger friendships with other participants.

Whether it's a local charity 5K or a national event, these types of fundraisers help build community by providing opportunities to have shared experiences.

Delivering success starts with strong preparation

Charity runs and other athletic fundraisers usually require at least a little physical preparation. Many people benefit emotionally, physically, and psychologically from the training process needed to participate in more rigorous athletic fundraisers. The journey to the event itself can strengthen people's resolve, deepen their commitment to your cause, and inspire them to invite others to participate with them.

Most charity runs and similar fundraisers are "peer-to-peer" events, meaning participants raise money on your behalf from their friends and family. When a participant engages in the costly activity of training and preparing for the event, it signals to potential donors that they truly believe in your charity. This increases the likelihood that they will be able to collect donations.

Charity Run Planning Quick-Guide

Are you ready to plan your first charity run? Here's a handy quick guide to get you started with the key items you’ll need to check off your list.

1) Pick a goal, date, and location

Start with the most basic information: when, where, and what.

• Select a date

  As you choose a date, give yourself plenty of time to plan. Charity runs/walks usually take at least several months to plan and advertise.

  Check your local calendar to make sure your event doesn't compete with other significant events in the area that might attract a similar audience. For example, you probably don't want to plan your charity run the week before or after other popular running or athletic events in your area.

  If you are thinking of hosting your event around a major holiday, consider making it a themed event, like a Jingle Bell Run for Christmas or a Jack-O-Lantern Jog for Halloween. People are usually excited to dress in festive attire and get their steps in for a good cause.

  Another way to choose the day of your event is to highlight anniversaries or events that are meaningful to your organization. For example, Virginia Tech University hosts the 3.2 mile Remembrance Run on the anniversary of the tragic shooting on their campus. The 3.2 mile route winds past notable locations on campus and the distance honors the 32 victims.

• Choose a location

  It's not quite as easy as it seems to set a running route. Take some time to carefully choose a course that is safe and easy to navigate for participants and event staff. Also, consider other factors like parking, bathroom facilities, registration locations, and other factors.

• Grab the right permits and permission

  This is probably not the time to test the "ask forgiveness, not permission" theory. Make sure you get all the right permits and license for the date, time, and location of your event. Will you need to have streets closed? Do you need specific insurance for this fundraising event? Every city and town as their own regulations about runs and other athletic activities. Make sure you get all the right permits early to avoid unnecessary stress, hassle, paperwork, or fines later.

• Set a fundraising goal

  The best charity runs have a specific fundraising objective. Decide how much money you would like to raise with this event and estimate how many participants you will need and how much money you would like each participant to raise.

  People are more eager to rise to a challenge when they know exactly what the objective is. Even if you don't focus on the financial goal, it's good practice to have a specific target for your participants to work towards.

2) Prepare your event registration and fundraising

Before the Internet, people mailed in their registration slips and collected cash, change and check donations to turn in on race day. Can you imagine the logistical and money-counting nightmare?!

The Internet simplified the registration and donations process and made organizing charity athletic events far less stressful for everyone! (No more counting pennies or trying to decipher people’s terrible handwriting.)

Online registration platforms offer more value than just streamlining the registration process. They allow you to collect and organize valuable information about participants and donors. With this information, you will be able to stay in touch with participants before, during, and long after your fundraising event, drawing them further into your network and community.

An online donation page makes it easier for you and your participants to fundraise, especially if you are hosting a peer-to-peer or crowdfunded event. Making the donation process easy and convenient increases the likelihood that you’ll hit your fundraising goal because you can collect donations anytime and anywhere you have wifi!

3) Advertise for your fundraising event

When advertising your charity run/walk, consider who your target audience is. If you are hosting a "fun run", your target audience probably isn't the local competitive running club. If you plan to offer entertainment or a concert at your event, consider advertising among the local music-lovers crowd.

Use a variety of advertising methods to get the word out: social media, email marketing, posters, personal invitations, and any other methods you can think of. One great way to spread the word about your charity race is to advertise at other running events.

As you create your advertising content, craft a compelling and concise message. Make sure you clearly communicate your fundraising goal in addition to the important race information.

Are you ready to plan your first charity run/walk or take your athletic fundraising events to the next level? Here are three more resources to get you started!

• How to Get Corporate Sponsorships For Your Nonprofit: Many charity runs and other events benefit from corporate sponsorships to help cover the costs. Here are some practical tips to help you find the right corporate sponsors for your next activity-based fundraising event.
• Peer-to-Peer Fundraising: What You Should Know and a Quick-Start Guide: Many charity walks and runs are peer-to-peer fundraisers. You will likely raise far more money by mobilizing your network and participants to fundraise on your behalf. This resource will help you jump-start any peer-to-peer fundraising campaign.
• Accept Donations Online: 8 Effective Tools for Nonprofits: No matter what kind of event you are planning, it is essential to have an effective tool to accept online donations. Learn what to look for to pick the right tool for you.