Giving more

Every year, Virgin Money Giving, official online giving partner of the Virgin Money London Marathon, produces a report summarising the numbers from the previous London Marathon and listing the lessons learned by the tens of thousands of runners using the VMG e-giving facility. Here are some of the key findings from the 2016 event:


The total number of donations made via Virgin Money Giving once again topped half a million. The total number of donations to Virgin Money London Marathon runners was 587,319.


The average donation, including Gift Aid made to 2016 Virgin Money London Marathon runners, was £39.85.


The average donation, excluding Gift Aid, was £34.19.

54 per cent

Stating a target on your Virgin Money Giving page encourages sponsors to be more generous: those runners with a visible target raised 54 per cent more on average* than the runners who did not include a target.

123 per cent

If you only do two things to your online giving page, make sure adding a photo is one of them (stating your fundraising target should be the other, in case you were wondering). Fundraisers who uploaded a profile picture to their page raised 123 per cent more on average* than those who did not upload a photo.
*Based on a comparison of all VMG pages created within 2015 calendar year