Wonder

Attitudes towards charitable runs/walks

Delivered August 22, 2019. Contributor: Emma H.

Goals

To advise a charity that focuses on cancer-research on ways to attract new givers (participants who give their time or money). To better understand the trends associated with charitable run/walk programs and re-evaluate whether there are new ways to design them to better effect, to see higher numbers of participants and raise more money.

Early Findings

 Running in general is on the decline. 
Participation in runs have declined in recent years. In the last two years participation in 5Ks have declined by 13%. Half marathons have seen a decline of 25% over the same time period.
The Susan G. Komen Race for the Cure has seen a decline in recent years and is moving to a "More Than Pink Walk". The event will start later and will have more of a festival theme.
In 2018, only 500 attendees ran the 5K, while 9,500 opted to walk. The market has been over saturated and new messaging and ideas are needed. 
The hypothesis that charity run/walk/bike events "jumped the shark." appears to be true. The influx of events means they are no longer unique.
One example of a charity making a change is the BMW Dallas Marathon. The event has transformed into a run and fitness festival over two days. The event is a family and community friendly event. In the last two years the event has seen participation increase by 10 to 15%.
Cycling fundraising has not seen the same decline that runs have, in fact events have seen an increase in participation. 
 Virtual events have seen growth in the last few years. Participants can complete the event virtual and at their own time and pace.

We found some proprietary research from one of our data partners which may be helpful:

Attitudes toward Charities and Non-profits — US — October 2016 (Mintel International Group Ltd., $4895).

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