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How using a fitness app increases charitable donations

Research has found fitness apps can be used to improve fundraising activities and outcomes

Not a week goes past where social media users don’t see someone they know campaigning for one cause or another.

Perhaps it’s the Ration Challenge, Dry July, or this month’s ‘Steptember’ campaign – a campaign encouraging participants to commit to taking the daily recommended 10,000 steps a day – all to raise funds for cerebral palsy.

Online fundraising platform Everdayhero recently carried out research into the millions of people who raise money for charity by participating in running, walking and riding (RWR) events, and found that participants using fitness apps to share the results from their training and activities receive up to 40 per cent more in donations.

Everydayhero’s Managing Director Pascale Harvie said regular updates prompted supporters to donate in response to the level of commitment shown by the RWR participant.

“There is a direct link between the amount of information shared and the money raised and some of the figures speak for themselves – marathon runners who log fitness activities, for example, are more than twice as likely to raise more money,” Harvie said.

The analysis looked at the fundraising activity of over 850,000 users in Australia, New Zealand, the US, Ireland and the UK and found participants in RWR events who posted 10 or more updates were more likely to reach their fundraising goals, while those who shared between 11 and 50 updates were more proactive in asking for donations.

Strava has proved to be the most popular app with over 600,000 fitness activities logged in just two years on the Everdayhero platform.

The research also found the people most likely to be logging their fitness activities are aged between 20 and 49, but those who are 30 to 50 raise more money because they tend to be more financially comfortable.

Data also revealed men are likely to raise more than their female counterparts due to higher earning capacity and wealthier networks. Users of wearable technology (like fitness apps) are more likely to be well off, highly motivated and possess an affluent donor network.

Some simple strategies NFPs and charities can employ to assist participants to achieve better fundraising results include encouraging participants to use social media to share results from fitness apps or wearable technology to show training results, as well as provide suggested fitness goals to motivate fundraisers and congratulate them when they meet their goals.

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