Organising Charity Events: Key Insights for Your Charity  

Did you know that charity events in the UK raise over £10 billion annually, contributing significantly to vital causes? From fun runs and galas to community fairs and digital campaigns, these events are powerful fundraising tools, and they play a fundamental role in raising awareness, building trust, and promoting community connections.

Charity events are organised gatherings or campaigns to support a cause, typically involving fundraising, education, or advocacy. Whether it’s a small local event or a large-scale national campaign, these activities bring people together around a shared purpose, helping charities connect with supporters, build long-term relationships, and make a tangible impact.

In this article, I’ll share practical tips and fresh insights to help UK charities plan successful charity events in 2025 and beyond, from setting clear goals and choosing the right event type, to engaging supporters and maximising impact. Whether you’re a small team planning your first event or a seasoned organiser looking to refine your strategy, this guide is to help.

Why Hosting Charity Events Is Key for UK Charities

Charity events are more than just a day on the calendar, they are essential tools that power fundraising, strengthen communities, and boost a charity’s reputation. Understanding their multifaceted value is fundamental to planning events that create lasting impact.

1. Role of Events in Fundraising

Charity events have the most important role in sustaining the non-charitable sector in the UK. According to recent reports, charity events contribute over £10 billion to the UK’s voluntary sector annually, representing a significant portion of many organisations’ income. These events offer a dynamic and interactive way for supporters to contribute, often resulting in higher levels of engagement and donation.

Look at iconic events like Race for Life by Cancer Research UK, which has raised over £970 million since its inception, or Macmillan Cancer Support’s Coffee Morning, which generates millions each year through grassroots participation. These events prove that a well-executed idea, backed by community spirit, can produce extraordinary results.

2. Community Engagement

Beyond raising funds, charity events are a vehicle for bringing people together. Whether it’s a neighbourhood fun run, a community iftar, or a digital art auction, events give supporters a chance to participate in something meaningful and see the impact of their contributions up close.

Take for example The Felix Project, a London-based food redistribution charity. Through a series of local events like food drives, warehouse open days, and school engagement campaigns, the charity raised awareness and grew its volunteer base significantly in just a few years. These touchpoints helped establish deeper relationships with local communities and partners.

3. Building Brand Trust

In an age where transparency and authenticity matter more than ever, well-organised charity events can help strengthen your brand and promote long-term trust. They offer a unique opportunity to show your values, communicate impact and provide supporters with a direct, personal experience of your mission.

Charities like Great Ormond Street Hospital Charity have used events to fundraise and build enduring donor relationships. Their annual fundraising events often include behind-the-scenes tours and opportunities to meet beneficiaries, creating a powerful emotional connection that keeps supporters engaged year after year.

Popular Types of Charity Events for UK Fundraising

There are many ways charities can engage with their supporters through events, from traditions to innovative virtual gatherings. Understanding the different event formats helps charities select the right approach for their audience, resources and goals.

1. Traditional Events

Traditional charity events remain a cornerstone of fundraising efforts. These events are often community-driven and provide a familiar atmosphere, encouraging active participation.

• Fun Runs/Walks: Events like the Cancer Research UK Race for Life and The Great North Run attract thousands of participants each year, uniting people through physical activity for a cause. These events can be scaled to suit any size of charity.
• Bake Sales: A simple yet effective fundraiser, bake sales are community-friendly events that can be hosted at schools, churches, or offices. The Macmillan Coffee Morning is one of the UK’s largest and most successful examples, raising millions each year through this easy-to-organise event.
• Auctions: Charity auctions, whether silent or live, can generate significant funds, especially when unique or desirable items are up for bid. The BBC Children in Need Telethon Auction is an excellent example of how auctions can be a star attraction at high-profile events.
• Charity Dinners: These formal events are ideal for networking with high-profile donors. The Royal British Legion’s Festival of Remembrance Gala offers a refined setting where donors can connect while raising funds for veterans and their families.

2. Virtual and Hybrid Events

Charity events changed drastically after the COVID-19 pandemic, with virtual events taking centre stage. Today, many charities use virtual or hybrid formats to reach broader audiences, regardless of geographical limitations.

• Virtual Events: Online auctions, webinars and livestream fundraising have become commonplace. The Children’s Society hosted a successful virtual gala during the pandemic, reaching supporters globally without travelling. Virtual events often include digital platforms where participants can donate, interact and engage with content from the comfort of their homes.
• Hybrid Events: Combining physical and digital elements can maximise reach and engagement. A hybrid walkathon might involve participants physically gathering at different locations while also encouraging virtual participants to take part from home via a live stream or app. Charities can leverage both formats to extend their donor base and increase involvement.
• Tips for Success: Ensure high-quality streaming, easy-to-use platforms, and interactive features like Q&A, live polls, and donation tracking. Also, keep your audience engaged with regular updates and reminders.

3. Seasonal & Themed Charity Events

Aligning your charity event with a specific season or theme can boost it by tapping into people’s heightened interest or emotional connection during these times.

• Ramadan Fundraisers: Ramadan is a powerful time for charitable giving, with many Muslims observing the holy month by increasing their acts of charity. Events during this time often include Iftar dinners, charity auctions, or sponsored fasts. Charities like Islamic Relief and The Giving Back Campaign host events to raise funds for communities in need, with the spirit of giving amplified during the month.
• Christmas Markets and Fairs: Hosting a Christmas market or holiday-themed charity fair can attract families, local businesses and holiday shoppers. These events typically feature food, entertainment, and gift stalls, with a portion of the proceeds going to the charity.
• Summer Fairs: Charity summer fairs are a classic way to bring the community together for fun activities like games, raffles, live performances, and food stalls. The National Trust’s summer garden parties or village fairs regularly attract large crowds while raising funds for historic site preservation.
• Awareness Month Campaigns: Events tied to Breast Cancer Awareness Month (October) or Mental Health Awareness Week (May) are highly effective because they coincide with nationwide campaigns. Charities can use these months to drive focus, host educational seminars, and run themed events like walks, social media campaigns, or fundraising galas.

Aligning your event with trending themes or popular holidays can help boost participation and engagement. People are more likely to be receptive to causes they are already thinking about.

How to Organise a Successful Charity Event

Planning a charity event can seem daunting, but your organisation can create a successful and memorable experience for supporters with a clear roadmap. Below is a step-by-step guide to help UK charities plan and execute effective events.

1. Define Your Goals

Before diving into logistics, clarify the purpose of your event. Are you raising a specific amount of funds, increasing awareness, or building your supporter base? Use the SMART framework to set your goals:

• Specific – Define the exact outcome (e.g., raise £10,000).
• Measurable – Track key metrics like attendee numbers, funds raised, or email sign-ups.
• Achievable – Set realistic goals based on your resources.
• Relevant – Align your goals with your charity’s mission and current campaigns.
• Timely – Establish a deadline for achieving the goal.

2. Choose the Right Event Type

Select an event that resonates with your audience and your cause. A local animal rescue may thrive with a pet-friendly fun run, while a heritage charity might benefit from a historical gala dinner. Think about:

• Supporter preferences and demographics
• Past event performance
• Seasonality and venue availability

Match the event format (in-person, virtual, hybrid) to your audience’s convenience and engagement style.

3. Set a budget and Allocate Resource

Build a thorough budget that includes:

• Venue hire
• Marketing materials
• Catering and equipment
• Insurance and permits
• Volunteer expenses
• Contingency funds (usually 10–15%)

Look for sponsorships from local businesses and partners, and consider in-kind donations (like food, tech, or event space) to cut costs. Tools like Excel or budgeting software can help you track spending efficiently.

4. Select the event Venue

Choosing the right location is crucial for accessibility, attendee experience, and logistics. Look into:

• Accessibility for people with disabilities
• Transport links and parking
• Capacity and facilities (e.g., toilets, seating, power)
• Cost and what’s included (tables, security, etc.)
• Atmosphere, does it reflect your charity’s tone and branding?

If going virtual, choose a reliable platform like Zoom or Microsoft Teams that suits your audience and event type.

5. Market Your Event

Promote early and consistently. Use a multi-channel approach:

• Social Media – Create a content calendar and use eye-catching visuals and hashtags.
• Email Campaigns – Send invites, reminders, and countdown updates to your mailing list.
• Local Media – Reach out to newspapers, radio stations and community blogs.
• Partnerships – Collaborate with influencers, businesses, or community groups to amplify reach.
• Event Platforms – Use Eventbrite, Facebook Events, or your website for RSVPs.

Make sure your promotional materials communicate the impact of the event and how attendees will make a difference.

6. Recruit Volunteer

Volunteers are vital to running charity events smoothly. To recruit and retain them:

• Start early and clearly outline roles
• Advertise via social media, local volunteer hubs, and community groups
• Offer training and guidance before the event
• Assign team leaders to coordinate specific areas
• Show appreciation, thank volunteers publicly and try small rewards or certificates

7. Support Sustainability

More attendees value eco-conscious events and sustainability practices. Think about:

• Digital tickets and programmes instead of print
• Eco-friendly decorations and materials
• Reusable or compostable catering supplies
• Public transport encouragement or group travel
• Waste management, ensure recycling and composting options are available

Being green protects the environment and aligns with many supporters’ values, helping build trust and long-term engagement.

What’s Holding Back Charity Events in the UK?

Organising charity events in the UK presents several challenges. Charities must navigate obstacles such as economic shifts, rising costs, and donor fatigue. Understanding these obstacles is essential for effective planning and ensuring successful fundraising.

1. Economic Uncertainty

The UK’s ongoing economic uncertainty, categorised by inflation and financial instability, has caused many donors to reconsider their charitable contributions. As household budgets tighten, individuals may be less inclined to make large donations, which impacts overall fundraising efforts. This trend has been specifically noticeable in recent years, with many charities struggling to meet their financial goals.

Charities can respond to economic challenges by deepening their relationships with existing supporters and emphasising the tangible impact of donations. Diversifying funding sources, such as securing sponsorships, applying for grants, or exploring alternative fundraising methods like virtual events, can help reduce financial reliance on individual donations.

2. Rising Costs of Organising Events

The increasing cost of organising charity events, including venue rental, permits, and other logistical expenses, is another significant challenge facing charities. High venue costs, specifically in cities, can considerably impact a charity’s ability to execute large-scale events. In addition, securing permits and complying with local regulations adds complexity and further expense.

To manage costs effectively, charities can explore alternative venues, including partnering with local businesses, and community centres, or even hosting events virtually. Negotiating with service providers for discounts or pro bono contributions in exchange for recognition can also help reduce costs. Charities should also look into hybrid or online events, which minimise the need for physical spaces while still engaging a broad audience.

3. Donor Fatigue

In the digital age, donors are bombarded with numerous fundraising appeals from various causes, which can lead to donor fatigue. When people are constantly asked for contributions, they may feel overwhelmed or disconnected from the cause, ultimately reducing their commitment to giving.

To combat donor fatigue, charities should focus on meaningful engagement rather than frequent appeals. This can be achieved by personalising communications, demonstrating the direct impact of donations, and offering different ways for donors to get involved. Organising events that provide value beyond just a request for funds, such as volunteer opportunities or informational sessions, can keep supporters invested in the mission without overwhelming them with donation asks.

These challenges are not undefeatable. With thoughtful strategies and a focus on building lasting relationships with donors and partners, charities can navigate these obstacles and continue to make a significant impact.

What’s New in Charity Events?

As charity events evolve, several emerging trends are shaping the future of fundraising in the UK. I will explore the most significant trends charities should be aware of to stay ahead of the curve and maximise their impact.

1. Increased Use of Hybrid Events

The shift towards hybrid events, which blend in-person and online participation, has gained significant momentum, particularly following the COVID-19 pandemic. This model allows charities to engage a wider audience, providing accessibility for people who may not be able to attend in person. Hybrid events offer the best of both worlds, reaching local and global audiences alike, making them a powerful tool for growing support and participation.

2. Fitness-Based Fundraisers for Younger Generations

Younger generations, specifically Millennials and Gen Z, are ever more participating in fitness-based fundraisers such as charity runs, cycling events, and virtual challenges. These events give a fun and engaging way to raise funds while promoting health and wellness. By tapping into this trend, charities can tap into a passionate and active demographic that values both physical well-being and making a positive impact in their communities.

3. Sustainability in Event Planning

Sustainability is no longer just a buzzword but a key factor in event planning. Charities focus on reducing their carbon footprint, minimising waste, and using eco-friendly materials. From digital tickets and virtual events to sourcing sustainable food and reducing single-use plastics, charities are adopting environmentally-conscious practices to align with growing public awareness of climate change and environmental impact.

These trends indicate that charity events will continue to adapt and innovate, creating more dynamic and inclusive opportunities for organisations to connect with supporters and achieve their fundraising goals.

Tips for Maximising Donations at Charity Events

A well-run event is only part of the equation, ensuring that attendees feel inspired and equipped to donate is just as important. Here are several practical strategies charities can use to increase donations during their events:

1. Provide Multiple Ways to Donate

Make it easy for supporters to give by giving different donation options. Include QR codes on printed materials, set up contactless payment terminals, and link to online fundraising platforms for those who prefer to give digitally. The more accessible the process, the more likely people are to contribute, especially if they don’t carry cash.

2. Use Storytelling to Connect Emotionally

Sharing actual stories from beneficiaries or volunteers can create a strong emotional connection and motivate action. Whether it’s a short video, a live speaker, or written stories displayed around the venue, authentic narratives remind donors of the positive impact their contribution makes.

3. Host Add-On Activities

Extra fundraising elements such as raffles, silent auctions, or games can create excitement and generate additional income. Partnering with local businesses for donated prizes can boost your offerings while reducing costs. These activities also give guests another reason to engage and support your cause beyond a standard donation.

When thoughtfully integrated, these tactics increase the chances of hitting fundraising targets and leave donors feeling more involved and appreciated.

Effective Post-event Follow-up Strategies

The success of a charity event doesn’t end when the last guest leaves. Effective follow-up helps to maintain momentum, strengthen relationships, and set the stage for future engagement. Here’s how charities can make the most of the post-event period:

1. Share Results Publicly

Transparency builds trust. Publish a summary of the event’s achievements such as the total amount raised, number of attendees, or outcomes the funds will support. Use newsletters, social media, or your website to celebrate the impact and show supporters that their contributions made a difference.

2. Thank Donors and Volunteers

Expressing gratitude goes a long way in donor retention. Personalised thank-you messages whether by email, handwritten note, or social media mention help supporters feel valued. Highlighting volunteers and sponsors publicly also promote community connections and encourages future involvement.

3. Gather Feedback via Surveys

Ask attendees, donors and volunteers for feedback on their experience. Short online surveys can reveal what worked well and where improvements are needed. This insight is invaluable for refining your approach and ensuring that your next event is even more impactful.

Thoughtful post-event follow-up turns one-time participants into long-term supporters, making each event a stepping stone in your charity’s growth.

My Final Thoughts

Charity events are fundamental to fundraising in the UK, offering unique opportunities to raise funds, build awareness, and bring communities together. From understanding different event types and emerging trends to tackling challenges and implementing practical planning steps, I’ve covered the essential ingredients for success in this guide.

Now is the time for your charity to act. Whether you’re organising your first fundraiser or looking to refresh your annual events, the insights in this article are created to help you plan with confidence and creativity.

If you’d like customised support to get started, I invite you to book a free consultation and explore how we can help bring your charity event to life.