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London marathon 2021: Let’s talk about page activation


The London marathon is now just two months away and your team have likely got the not-so-small task of helping your supporters raise money and run 26.2 miles. Some runners have been waiting over a year to take part in this world-famous event after the 2020 marathon was cancelled for all but the elite athletes – so we want to share some tips on page activation to help make this the best London marathon ever!

But what is page activation and why is it so important? For the uninitiated, it’s the percentage of Fundraising Pages to have at least one donation. The higher the page activation rate for a fundraising event, the more likely it is that you’ll raise more money.  Pre-pandemic, we typically saw a page activation rate of around 90% for the London marathon, this means that 90% of runners with a fundraising page on JustGiving received at least one donation (learn more here about why the first donation matters the most). We’re very proud of this and every charity with a Fundraising Page on JustGiving should be too! We want to aim even higher this year – so here’s some tips and tricks that we know will help boost your activation rate. 

1. Find your inactive fundraisers

A logical starting point, we hope you’ll agree! Knowing who you’ll need to help should make your life a lot easier. There’s a tried and tested method to finding inactive fundraisers. You can create a JustGiving fundraising page report centered around an event date to help you identify your London marathon runners and to see how their fundraising is going. Here’s how to do it…

  • Once logged into your account click on the ‘Reports’ tab and click on ‘Fundraising Page Reports’
  • Filter your data by pages with event date and enter the date of the London Marathon 2021 in the date fields
  • Save template for future use and generate your report
  • Use the filter function in Excel to remove pages created for other events which take place on the same date. You do this by clicking on the column event name and choosing your filters
  • Look at the ‘Total Donations’ column to see how these fundraisers are doing, you can put a filter on this column to easily identify the fundraisers that have not yet received a donation.

For further info, take a look at our reporting help page.

2. Understand why they’re inactive

In an ideal world you’d have the time to check-in with fundraisers regularly. However, that isn’t always possible – especially with only two months to go – so finding out why they’re struggling to get their fundraising off the ground can be a bit of a mystery. To help identify why some fail to activate we surveyed a group of fundraisers who were yet to receive a donation to help shed a light on the situation. Of those surveyed:

  • 15% said that they needed help getting donations to their page
  • 14% said they hadn’t activated their page yet because they were planning to start fundraising closer to the event date
  • 9% said they were too busy to start fundraising

So some of your runners might need some words of wisdom and others might need a gentle nudge!  

3. Encourage your fundraisers to self-donate

There’s something inherently motivational about asking a supporter to commit to their fundraising with their own cash, plus it’s also a great opportunity to set a benchmark donation for donors dropping onto the page. Often people don’t know what an appropriate amount is to donate – a higher first donation sets an expectation.

4. Tell them about Shareables

We talk to people fundraising on JustGiving every day, and we’re often asked by them how they can share regular updates with friends and family without being seen to be always asking for a donation.  JustGiving Shareables help fundraisers create fun, customisable images that are ready-made to share.  

5. Think outside the box

You don’t need us to tell you and your fundraisers that raising money whilst training for a marathon is not easy! Encourage your fundraisers to think of fun and engaging ways to raise money. For some inspiration, take a look at ten of the best fundraising ideas we saw in the 2.6 Challenge in 2020. Have fundraisers in need of some extra encouragement? Get them to make the most of our Running for Good Facebook group for fundraising inspiration.  

It was announced this week that next year’s London marathon will be held on 2nd October 2022, rather than in the April – giving charities plenty of time to prepare and plan ahead for the next event. Keep your eye on the JustGiving Blog for further tips and advice to help you maximise your fundraising in the run up to 2022…


Editor’s Note: This post was originally published in January 2019 and has been revamped and updated for accuracy and comprehensiveness.



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Candid launches ‘U.S. social sector’ dashboard | Philanthropy news



Candid has launched a U.S. Social Sector Dashboard, a free resource designed to “demystify” the sector by providing data on its scope, constraints, and potential.

Developed with funding from Amazon Web Services and Vanguard Charitable, the dashboard offers key data and insights about the makeup and impact of civil society, including previously unreleased statistics on the racial composition of leaders and funding flows to charities. According to the dashboard, the social sector, which employs 12.5 million people, comprises more than 1.81 million nonprofit organizations: 501(c)(3) charitable organizations (80 percent), which include public charities (73 percent) and private or community foundations (7 percent); 501(c)(4) advocacy and social welfare groups (4 percent); 501(c)(6) business associations (4 percent); 501(c)(7) social and recreation clubs (3 percent); labor unions and other 501(c)(5) groups (3 percent); and fraternal societies categorized as 501(c)(8) and 501(c)(10) organizations (2 percent).

According to the dashboard, religious organizations currently make up 18 percent of public charities, followed by those focused on human services (17 percent), community and economic development (15 percent), education (14 percent), sports and recreation (8 percent), arts and culture (7 percent), philanthropy and nonprofit management (7 percent), health (7 percent), and the environment and animal welfare (4 percent). In terms of funding flow, in 2018 public charities received $292 billion in contributions from individuals, $76 billion from foundations, $40 billion from bequests, and $20 billion from corporations; $174 billion in government support; and $1.6 trillion in earned income.

And among reporting nonprofits, 60 percent of CEOs identified as white, 10 percent as Black, 5 percent as Latinx, 3 percent as Asian/AAPI, 1 percent as Native American/Indigenous, 3 percent as multiracial/multiethnic, and 1 percent as additional ethnicities, while 17 percent did not disclose. Among board members, 66 percent were white, 15 percent Black, 7 percent Latinx, 5 percent Asian/AAPI, 1 percent Native American/Indigenous, 2 percent multiracial/multiethnic, and 0.4 percent additional ethnicities, while 4 percent did not disclose.

“Candid exists to get people the information they need about the social sector to do good. Many of our tools focus on one organization, one grant, or one issue at a time; that kind of focus can be critical for decision makers,” said Candid executive vice president Jacob Harold. “This new dashboard builds on that focus by offering a fuller picture of the social sector as a whole. We hope that this tool will help people build a better understanding of the nonprofit and philanthropic ecosystem and its central role in our society.”

(Photo credit: GettyImages/Prostock Studio)



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UW–Madison receives $20 million for Letters & Science building | Philanthropy news



The University of Wisconsin–Madison has announced a $20 million lead gift from brothers and alumni Jeff Levy (’72) and Marv Levy (’68, JD ’71) in support of a new academic building in the College of Letters & Science.

Construction on Irving and Dorothy Levy Hall, named for the parents of Jeff and Marv, is expected to begin in 2023 and be completed in 2025. Once complete, the building will establish a unified home for the Department of History and nine other L&S academic departments, programs, and centers that currently are spread across eight facilities on campus. The five-story building will feature nineteen classrooms as well as a space where students can gather and interact informally with each other and their instructors to maximize collaboration.

The Levy brothers own and operate Phillips Distributing Corporation in Madison. Their commitment was contingent upon the Wisconsin state legislature and governor including the project in the 2021-23 state budget with $60 million in state support, which occurred earlier this year.

“We envision this vital new facility as a highly collaborative and state-of-the-art learning environment for all,” said College of Letters & Science dean Eric Wilcots. “We are immensely grateful to the Levy family for their support of this vision. Our students deserve classroom space that enhances interactive learning and engagement through cutting-edge technology. They also deserve a building that inspires, rather than intimidates. The Levy family’s gift will reverberate through future generations, touching many lives.”

“We are proud to help make this building a reality. We hope it will be a central educational location for the undergraduate experience at UW-Madison,” said Marv Levy. “Our hope is that by honoring our family legacy of charitable giving with this gift, we can offer to future generations some of the opportunity that the UW has provided us.”



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U.S. nonprofit sector uneven in impact and recovery, report finds | Philanthropy news



While nonprofits have contributed significantly to U.S. society and economy in the face of the COVID-19 pandemic, the health of the sector is uneven in both impact and recovery, a new report from Independent Sector finds.

Based on aggregated survey and research data from multiple sources in four categories — financial resources, human capital, governance and trust, and public policy and advocacy — the second edition of the Health of the U.S. Nonprofit Sector (43 pages, PDF) found that the impact of the COVID-19 pandemic varied by subsector and organization size, with arts organizations and those that rely on fees for service hit especially hard. Yet, even as 40 percent of nonprofits saw declines in total revenue and all subsectors except social services saw drops in gross output, the sector contributed 5.9 percent of GDP in 2020 — up 0.4 percentage points from 2019. And while 57 percent of nonprofits cut overall expenses, 64 percent suspended services, 44 percent reduced the number of programs or services, and 47 percent reported serving fewer people in 2020, Independent Sector’s Trust in Civil Society survey found that, as of early 2021, 57 percent of surveyed Americans had received nonprofit services and 84 percent expressed confidence in the ability of nonprofits to strengthen American society, up 3 percentage points from 2020.

According to the report, the sector’s advocacy efforts in 2020 helped secure notable federal resources that served as financial lifelines to nonprofits, particularly through the Paycheck Protection Program, payroll tax credits, and temporary universal charitable deduction. In addition, a study by Nonprofit VOTE found that voter engagement efforts helped reach underrepresented communities and narrow participation gaps.

The report outlines recommendations in each category to strengthen the sector, including prioritizing flexible funding, developing a shared understanding of equitable financing, promoting evidence-based practices to close workforce diversity and equity gaps, building capacity of virtual volunteering, improving the quality and depth of metrics for equity and “healthy” governance, improving digital access and literacy, and establishing public policy advocacy as a core competency of nonprofit management and governance.

“We have much to do to build the nation we, as changemakers, dream of becoming,” wrote Independent Sector president and CEO Dan Cardinali in the report’s foreword. “What can galvanize us to greater positive action? It’s that the everlasting human qualities of resilience, kindness, and collaborating for collective progress do not fade easily. They are within our grasp every day, giving all of us hope and confidence. The health of our nation is the sum of the richness and diversity of our members and sectors working together, elevating dignity, honoring our differences, and building for the common good.”

(Photo credit: Los Angeles Regional Food Bank)



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