The announcement that the TCS London Marathon will become a two-day event in 2027 is big news for the charity sector.
With 100,000 participants expected to take part across Saturday and Sunday, London Marathon Events believes the expanded format could generate more than £150 million for charities, creating what has been described as the largest fundraising moment in UK sporting history.
For charities, that means more than additional places. It means more fundraisers, more supporters and more opportunities to build meaningful relationships.
The challenge, of course, is helping every participant maximise their fundraising potential.
Direct mail can play a valuable supporting role throughout the marathon journey.
A personalised fundraising pack can help participants feel part of the team from day one. Training updates, milestone congratulations and messages of encouragement help maintain momentum over the months leading up to race day. After the finish line, a well-timed thank you can recognise an incredible achievement while reinforcing the impact their fundraising has made.
Direct mail also extends beyond the runner. Family members, friends, previous supporters and local communities all represent valuable audiences who can be inspired to donate, volunteer or become long-term supporters. A thoughtfully planned mailing can help charities reach these audiences in a personal and memorable way.
The London Marathon Double offers charities a rare opportunity to engage with more participants than ever before. The organisations that begin planning early, combining digital communications with well-targeted direct mail, will be well placed to build stronger supporter relationships and maximise fundraising throughout what promises to be an extraordinary fundraising weekend.
The finish line may be in April 2027, but successful fundraising campaigns will start much sooner – get in touch if you’d like us to help!
