The idea of raising funds for charitable causes through fitness or wellness challenges is nothing new. These events leverage the appeal of physical fitness, community participation, and philanthropy to support a wide range of charities and causes at massively popular events worldwide.
While it’s impossible to pinpoint the first time a fitness event also doubled as a fundraising event, the practice has been commonplace since at least the mid-20th century. The March of Dimes, a charitable organisation that originally focused on combating polio, began hosting local ‘walk-a-thons’ as community fundraisers in the US in 1970, and since then, major annual events such as the Boston and London marathons have become platforms for participants to raise money for charity. All of these events, and many others such as RideLondon, Tough Mudders, Spartan Races, and MS Bike in Canada and the US, have collectively raised billions of pounds for charity over the years.
While hoping that your fitness or wellness-based charity event will match the funds raised by these annual mega-events might be wishful thinking, when done right, even first-time events can rake in good amounts to be donated. If you or your organisation is considering hosting a wellness event for charity, read on to learn more about how to monetize your event, and find inspiration for what type of event to host.
How to raise funds from a charity fitness event
There are actually several ways to raise money for charity through fitness events. The three main ways this is achieved are:
- Sponsoring an athlete to complete a task
While this method doesn’t involve mass participation from the public, it’s nevertheless a common and popular way of raising funds. In this type of event, an athlete sets out to complete some sort of fitness challenge while sponsors pledge a fixed or variable amount in donations. Notable examples of this over the years include Diana Nyad’s swim from Cuba to Florida at the age of 64 to raise funds for disaster relief efforts; James Lawrence’s 50 Ironman triathlons in 50 days in 50 states (50-50-50 project) that raised money for the Jamie Oliver Food Foundation; and Lizzie Hawker’s ultra-distance running in support of rural Nepali schools. These feats not only test the limits of human endurance and skill but also bring attention and resources to a wide range of pressing issues.
- Mass participation events
These are large-scale events that aim to attract hundreds or thousands of participants to compete in a physical activity such as running, walking, cycling, swimming, or an obstacle course. Typically, in addition to funds generated through corporate or other sponsorships, a portion of the registration fees are designated for charity. These types of events create a sense of community and collective effort, and are highly effective in raising awareness and funds, especially as the event profile grows year after year. Some of the biggest annual mass participation events that raise money for charitable causes include the London Marathon, which raised £58.3 million in 20221; the TCS New York City Marathon, which raised $63 million in 20232; and RideLondon, which has raised more than £83 million over the last 10 years3.
- ‘Per-mile’ or ‘per-lap’ sponsorship
In these types of events, participants are sponsored for each unit of distance they complete. This could be each mile run, lap swum, or circuit cycled. The sponsorships could come from private individuals or corporate sponsors. These events are popular because they typically involve teams competing against each other in a relay style, making the events enjoyable for both the participants and spectators. It also appeals to serious athletes as well as casual enthusiasts who go at their own pace.
Different types of fitness- or wellness-based charity events
There really isn’t a limit to what type of fitness or wellness event could be leveraged as a fundraiser. Everything from ultra-distance running to mass yoga could be used as a platform to raise money for charity. That being said, events with a broader appeal, low barriers to entry (minimal equipment and infrastructure requirements), and minimal safety concerns are typically your best bet. While organising the first annual ‘Chainsaw Juggling Marathon for the Cure’ might get you all the media attention in the world, the practicalities of putting this event together would probably outweigh the benefits.
Some fitness- and wellness-based events with a proven track record of effectively raising funds for charities include:
- Themed fun runs
Themed fun runs are arguably the most popular type of mass participation fundraising event. Beyond just the standard 5K fun run, cities around the world host events like the colour runs, where participants are doused in colourful powders; runs that include obstacles such as mud pits and climbing walls; or ‘zombie runs’, where participants are chased by volunteer zombies, adding an element of fun and excitement.
- Virtual challenges
Virtual challenges leverage the power of new and innovative digital platforms to create mass participation events with all the participants competing from home. Special treadmills and stationary bikes, coupled with sensors and apps, allow participants to track their distances and compete against others in real-time, contributing to collective goals, such as Strava’s “Around the World in 30 Days” challenge. Skyline Skydiving predicts that wearable tech, such as the Apple Vision Pro, will play a huge role in these types of events going forward.
- Dance-a-thons
Dance-a-thons involve participants committing to dancing for an extended period, often with different genres of music or sub-challenges like dance-offs throughout the event. Fundraising can include entry fees, pledges per hour danced, or donations for specific song requests. Other popular ‘a-thon’ events that combine fitness and fundraising and generate funds in the same way include swim-a-thons, spin-a-thons on stationary bikes, and paddle-a-thons on kayaks or canoes.
- Pet walks or runs
These events encourage participants to bring their pets, usually dogs, to participate in walks or runs over various distances, agility courses, and may include costume contests or additional excitement. Entry fees are donated to charity.
These examples are only the tip of the iceberg of what’s possible when combining wellness and fundraising. Golf tournaments, adventure races, eco-challenges, and climb-for-a-cause, along with dozens of other examples, are all feasible and practical options that could help your charity do more good.
1 London Marathon Editor. “2022 TCS London Marathon raises £58.3 million for charity.” TCS London Marathon, 19 April 2023, https://www.tcslondonmarathon.com/news-and-media/latest-news/2022-tcs-london-marathon-raises-millions-for-charity. Accessed 16 February 2024.
2 NYRR Staff. “2023 year in review.” New York Road Runners, 13 December 2023, https://www.nyrr.org/run/photos-and-stories/2023/2023-year-in-review. Accessed 16 February 2024.
3 RideLondon. “Thousands raised as riders enjoy Ford RideLondon-Essex events.” RideLondon, 28 May 2023, https://www.ridelondon.co.uk/news-and-media/latest-news/thousands-raised-as-riders-enjoy-ford-ridelondon-essex-events. Accessed 16 February 2024.