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Marathon Donations Race Ahead On Virgin Money Giving

25 May 2011

And Gift Aid keeps on giving with £2 million extra

Charity donations from the 2011 Virgin London Marathon raced ahead by 67% to nearly £14 million at Virgin Money Giving, new figures show.

The not-for-profit online fundraising website saw total donations hit £13.88 million including Gift Aid from the 2011 Marathon compared with £8.3 million from the 2010 event, which was the first year of Virgin’s sponsorship.

Strong uptake of Gift Aid, which boosts every £1 donated to £1.25, meant that £2.2 million was added to donations.

86% of all donations on claimed the tax relief, compared with around 40% of all donations made through other means.

More than 350,000 people donated to charity through for the Marathon compared with 214,405 in 2010 and the average donation was virtually unchanged at £31.34, analysis shows.

The research also showed that those aged 50 years old and above typically benefited from higher average donations than those aged between 25-40. 65 year olds obtained the highest average donation, at just under £50, nearly £20 higher than the average donation.

Grant Bather, spokesman at Virgin Money Giving, said: “The Virgin London Marathon is the biggest annual fundraising event in the world and the contribution of online giving services is helping it to continue to grow.

“Online giving is the most efficient and cost effective way of donating to charity.”

The Virgin London Marathon on 17 April saw 35,000 runners taking part.

They ranged from the world’s best elite athletes to celebrities such as Dwight Yorke, Agyness Deyn and James Cracknell as well as fundraisers including Steve Chalke who broke the world record for the most donated, seeing his fundraising go through the £2 million barrier.

Other runners such as Danny Baker will have a permanent reminder of the day – he had a tattoo of the Virgin London Marathon logo etched onto his leg following the event.

A total of 13,031 fundraiser pages were set up on during the run-up to the Marathon compared with 7,189 in 2010 while the average amount raised per fundraiser was around £1,436, including Gift Aid., the not-for-profit online fundraising website from banking group Virgin Money, has achieved 86% uptake of Gift Aid through its service and has raised more than £50 million for good causes since its launch. has over 3,813 charities registered and 100,000 fundraisers taking part in a range of activities, from the Virgin London Marathon to a team of fundraisers driving a fire engine across the globe.

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For press enquiries please contact

Grant Bather
Tel: 07834 844 427

About Virgin Money Giving

  • Virgin Money Giving is the not-for-profit online fundraising arm of Virgin Money and was established in 2009. Virgin Money uses its infrastructure and expertise as a financial services business to ensure that Virgin Money Giving is efficient, secure and offers a high quality service to all fundraisers, charities and those wanting to donate to charity online.
  • , which is backed by hundreds of major charities, officially opened to all fundraisers for all charity events on 14 October 2009 and estimates it will deliver an extra £5 million on top of every £100 million raised for charities. This is part of its commitment to achieve the best deal for charities .
  • is free for fundraisers, charges a flat registration fee of £100 + VAT for charities and a 2% fee on all donations before Gift Aid, which means for every £10 raised charities receive £12.15.
  • Virgin Money Giving charges charities the minimum fees needed to cover the running costs of the site. Any money left over after covering operating costs will go towards reducing fees further or improving services for fundraisers and charities.
  • Fundraisers can personalise their fundraising pages, send out email alerts and manage their fundraising events. They can include their own content, photos and links to their page as well as customise messages for their supporters. Fundraisers can also link their page to social networking sites.
  • Virgin Money Giving also contains fundraising ideas and tips, offering help and advice to fundraisers on how to raise more for charity.
  • is the official sponsorship website of the Virgin London Marathon, Royal Parks Half Marathon, Virgin Active London Triathalon and Nike Run to the Beat.