Millions of people raise money for charity by participating in running, walking and riding (RWR) events – and research from online fundraising platform Everydayhero shows those who use fitness apps to share their training receive up to 40 per cent more in donations.
Everydayhero analysed the fundraising activity of 855,000 of its users in Australia, New Zealand, the US, Ireland and the UK and found participants in RWR events who posted 10 or more updates were more likely to reach their fundraising goals, while those who shared between 11 and 50 updates were more proactive in asking for donations.
Everydayhero’s Managing Director Pascale Harvie said regular updates prompted supporters to donate in response to the level of commitment shown by the RWR participant.
“There is a direct link between the amount of information shared and the money raised and some of the figures speak for themselves – marathon runners who log fitness activities, for example, are more than twice as likely to raise more money,” Ms Harvie said.
Everydayhero allows users to link their page directly to fitness apps and Strava has proven the most popular, with 600,000 fitness activities logged in just two years on the charity platform.
The research also found the people most likely to be logging their fitness activities are aged between 20 and 49, but those who are 30 to 50 raise more money because they tend to be more financially comfortable.
Data also reveals men are likely to raise more than their female counterparts due to higher earning capacity and wealthier networks. Users of wearable technology (like fitness apps) are more likely to be well off, highly motivated and possess an affluent donor network.
Everydayhero offered simple strategies which not-for-profits and charities could use to leverage the growth in fitness apps and achieve more in terms of fundraising, including:
More information can be found on the Everydayhero website.