Virtual fundraising events continued to grow during 2021 according to an updated report released by mass participation agency Massive, in conjunction with JustGiving.
The report continues on the work done last year, collating information about virtual fundraising during a pandemic. Both reports combined information from JustGiving as well as data from 150 other virtual events that raised over £39m in 202, whilst comparing the amounts to 2020 figures.
The report focused on peer-2-peer virtual fundraising activities, including campaigns from Diabetes UK, Breast Cancer Now, Dementia UK and Alzheimer’s Society.
- 54% of the events data was collated for were new for 2021
- 29% of the events were a repeat from 2020
- 17% were pivots of existing events that went virtual for 2021 (down from 38% during the pandemic).
Overall, the report concludes that virtual events raised more in 2021 than the previous year, with over half of those surveyed raising over £100k and the number of virtual events to raise over £1m doubling YoY.
“We’re seeing more people taking part in virtual events but not seeing any significant growth in levels of fundraising, so the growth we’re seeing appears to be driven by volume as opposed to value and we’ve seen a corresponding increase in marketing spend to drive that volume. In 2022 we expect to see continued success for both virtual and physical events. As ever the most successful campaigns will be the ones that adapt their offer to the changing expectations and attitudes of their audience to offer something new, regardless of whether that’s online, in real life or a mix of both.”
John Tasker, partner at Massive
The report echoes what we’ve seen on JustGiving this year – virtual events are no longer simply the understudy for physical events and have unique value in attracting new and diverse audiences to good causes. This time next year we expect to see a continued growth in charities blending their events portfolios on JustGiving, with a balance of virtual and physical experiences developed to suit the needs of their supporters.”
Sally Falvey – Head of Retention Marketing, JustGiving