BLOG: Why Charities And Local Businesses Should Engage With Challenge Events

Triathalon - w

By Brighton & Hove Triathalon…

The inaugural Brighton and Hove Triathlon saw a staggering £30,000 raised by the official charity partners, Albion in the Community, Rockinghorse, Bloodwise and Breast Cancer Care as well as individual fundraisers including The Martin Fisher Foundation and Matt Coyne.
The event is now recruiting charity partners for 2017 which is taking place on Sunday 17th September 2017, as well as selling entry places to charities at buy 10 get 1 free.


Participation in challenge events is on the rise, specifically in muddy obstacle races, marine style challenges and multisport events such as triathlon. The public are pushing their fitness levels to the limit and raising money whilst doing it.

Becoming an official charity partner of a challenge event provides the opportunity for brand awareness through on site and digital awareness. Exposure to the event’s online database featuring your logo can help attract new charity champions. On entry, participants can easily opt in to fundraise for your charity and you can negotiate with organisers to provide you with such details, in order to add them to your mailing list or send them a fundraising pack. The earlier you get involved, the more brand awareness will be gained pre event.

Alternatively, purchasing charity places for an event can give existing fundraisers options for new challenges to push themselves whilst also raising charitable funds. Setting fundraising targets for participants is a great way to guarantee funds, and cheer points and branding on site give the charity a chance to shout about their cause, support their team and recruit future fundraisers in the form of spectators. 92% of challenge event participants said that they would continue supporting their charity, inspiring motivation and loyalty.

A huge amount of charity funding is raised through these events, with research conducted by Blackbaud in 2015 finding that a staggering 25-50% of a charity’s annual income is amassed through event fundraising, with much of this as a result of challenge events. Sporting events raise the most income and are seeing a 53% increase in demand from the general public. For example, in 2013, Just Giving research showed that individuals fundraising for events such as triathlons raised an average of £740 per person, in contrast to the £360 average of a runner, and these figures continue to rise.

Recruiting loyal donors through traditional means, such as through phone calls or door-to-door, is becoming increasingly difficult and expensive to do. However, people will very happily sponsor their friends, families and colleagues to participate in a challenge event. It is becoming less likely that people have much disposable income, nor the inclination to donate their hard earned wages to a cause when they are unlikely to see a reward. Donating to see others achieve goals, is an entirely different story, however.

Challenge events are also becoming increasingly popular with businesses as a means of raising money for an excellent cause, as well as promoting unity and team bonding. These type of events provide an opportunity for businesses to meet corporate social responsibility objectives through engaging with the local community and also getting the workplace active (especially important in office or desk based roles).

If you are interested please get in touch with or call 01273 200 436.