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The 2026 TCS London Marathon raised more than £87.5 million for charity and had 59,830 finishers. Both were world records. That money came from thousands of individual runners, each with their own page and their own list of people to ask.
Your training plan already tells you how many miles to run each week. The fundraising plan is harder to pin down. You need to have a realistic goal, a clear page, and marathon fundraising ideas that suit one runner rather than an organization with a whole fundraising department.
How Much Do Marathon Runners Actually Raise?
Previously, the London Marathon has raised more than £1.3 billion for charity since the first race in 1981. UK Fundraising reported that cumulative figure alongside the record set in 2026. It's the work of millions of runners and donors over four decades, not a number any single participant is meant to match.
Measure your page against an event total, and you'll always feel behind. Look instead at who you can realistically reach and why they might care about your cause. A small campaign with a clear story and continuous updates still puts real money behind the charity you chose.
Do You Have a Charity Place or Your Own Place?
Check this before you set a target. It shapes almost every other decision. A charity place is an entry a charity gives you in return for an agreed fundraising commitment. An own place is one you secured yourself, through the ballot, a running club, or a paid entry. With an own place, fundraising is optional and the cause is up to you.
Charity place | Own place | |
How you got it | The charity gave it to you | Ballot, club place, or paid entry |
Fundraising minimum | Usually yes, agreed in writing | No |
Who you raise for | That charity | Any cause you choose |
Your fundraising page | Usually set up for you on the charity's chosen platform | You set it up yourself |
Gift Aid | Handled by the charity | Depends on the cause and platform, so check |
Best first step | Read your agreement and find your minimum | Pick your cause and start your page |
If you're building your own campaign, our 100+ fundraising ideas hub has more guidance for all types of campaign creators.
How Do You Set a Target You Can Actually Hit?
Count the people likely to donate, estimate what each might comfortably give, and round up a little. That gives you a target built on your own network instead of someone else's campaign.
Your fundraising target should define your purpose and be achievable so that people can relate to your needs. Provide a breakdown of your target, and share bills or receipts if possible for credibility
A fundraising goal tracker helps you monitor progress and shows supporters how close you are.
What are the Best Marathon Fundraising Ideas?
The best ones tie donations to your running. Your miles, your training, and the race itself are what set your page apart from a general appeal.
- Sponsor a mile: Ask 26 supporters to claim one mile each.
- Give £1 per mile: Suggest £26.20 as a donation that matches the marathon distance.
- Run a playlist auction: Donors pay to add a song to your training playlist.
- Guess your finish time: Invite supporters to enter a guess, with a donated prize for whoever gets closest.
- Arrange a matching week: Ask one donor or business to match everything raised during a single training week.
- Choose/Run in a costume: Promise to race in costume once your page reaches a set total.
- Ask in your workplace: Share the campaign internally and check whether your employer matches charitable donations.
- Find a shirt sponsor: Offer a local business space on your race shirt in return for support.
- Skip the presents: Ask for donations instead of birthday or Christmas gifts.
- Reopen the page after race day: Share your result, thank supporters, and invite late donations.
Explore more sponsored fundraising ideas and sports crowdfunding ideas.
How do You Ask Without it Feeling Awkward?
Ask specific people for specific amounts, and tell them what their donation could pay for. A personal message lands better than the same general appeal posted over and over.
Start with people who really know you, people who understand what marathon training takes, and anyone with a connection to your cause. Rather than relying on one social media post, plan three or four real updates beforehand about your training, as well as your cause. Show the early mornings, the hard runs, and the milestones, not just the fundraising total.
When you write your message:
- Use the person's name.
- Explain why you chose the cause.
- Suggest an amount where it feels appropriate.
- Say what the money could help fund.
- Include a direct donation link.
If you need ways to keep your updates fresh, these social media fundraising ideas can help.
How Does Gift Aid Change Your Total?
Gift Aid is a UK tax relief scheme. It lets a recognized charity or Community Amateur Sports Club claim an extra 25p on every eligible £1 donated, at no cost to the donor.
As of 2026, the donor must have paid enough UK Income Tax or Capital Gains Tax during that tax year. The receiving organization must be recognized for tax purposes, and the donor must make a valid Gift Aid declaration. HMRC sets out the current eligibility and declaration rules.
Sponsored challenges come with their own HMRC rules, especially where a donation could give the donor (or someone connected to them) a benefit. So don't assume every marathon donation qualifies. Ask your charity or fundraising platform how they handle Gift Aid, and check current HMRC guidance before promising it to supporters.
How Do You Set Up Your Marathon Fundraiser Page?
Set up your page at least three months before the marathon. The final week is far too late. An early start gives you time to reach different groups, post training updates, and ride out the quiet stretches.
Your page should include:
- A photo of you training, not a stock image.
- Two clear sentences on why you're supporting the cause.
- Your target and how you arrived at it.
- A first donation from you to get things started.
- Suggested donation amounts.
- A plan for updates after race day.
List card payments first, since they're the quickest way for donors to check out, then bank transfer where it's available. For more practical tips, read how to ask for donations online.
Start your fundraiser with a 0% platform fee, no sign-up fee, and no monthly cost. Standard payment processor fees apply; GBP card processing costs 1.9% plus £0.25.
Turn Your Marathon Miles into Support for Your Cause
You don't need a huge marathon setup to achieve your funding goal. Many people run alone and share it on social media to find the support they need. Understand that supporters respond to what they can relate to. So, start early, make giving easy, and thank people both before and after race day.
Ready to turn your training into support for a cause you care about? Start your fundraiser.
Frequently Asked Questions
1. How much should I aim to raise for a marathon?
Build your target from the number of people you can realistically contact and what they might comfortably give. Don't copy a headline event total or another runner's goal. If you have a charity place, the agreement you signed should state your fundraising minimum. Plan from that number as your starting point.
2. When should I start fundraising?
Plan your marathon and your online campaign beforehand to avoid complications. People need to know your plans and donate to you in advance to encourage you.
3. Can I raise money for a charity that is not an official event partner?
Yes, if you have your own place. You can generally pick any charity or cause and create your own fundraising page. If you accepted a charity place, you agreed to fundraise for the charity that gave it to you. Check your agreement if you're unsure which conditions apply.
Sudatta is a senior content manager with more than 10 years of experience in the content space and an expert in crowdfunding and fundraising-related topics. She enjoys creating engaging and reader-friendly content. In addition to writing, Sudatta is also passionate about music, travelling, and reading.