Turkey trots and holiday fun runs are right around the corner. Your biggest untapped donor base might be the people already showing up for your 5K, community walk, or annual fun run. Participant events are powerful acquisition tools, but many nonprofits miss the opportunity to convert that enthusiasm into sustained financial support. The key is to build a seamless bridge from registration to donation. By connecting event management and fundraising platforms, you can create a journey that turns participants into lifelong donors.
Integrate Giving at Registration
The path to donation begins the moment a supporter signs up. Instead of treating registration as a one-time transaction, use it as the first step in building a fundraising partnership. A robust event registration platform allows you to add a “become a fundraiser” option directly into the sign-up flow, giving participants the chance to set up personal or team fundraising pages right away. Even small prompts, like highlighting stories of past fundraisers or showing a progress thermometer during sign-up, can motivate run participants to take that first giving step and set the tone for the entire event experience.
Look to Big Races for Inspiration
Major events like the Boston and New York City marathons have long proven how effective it can be to link registration with fundraising. Both races reserve charity bibs for runners who don’t meet qualifying times, giving them guaranteed entry in exchange for a fundraising commitment—often ranging from $3,500 to $10,000, depending on the charity. While your organization may not be managing a world-famous marathon, the same model can scale down easily: local 5Ks or fun runs can offer waived registration fees, early access, or event-day perks for those who commit to raising a set amount. The result is the same—a sense of belonging, purpose, and measurable impact that transforms participation into philanthropy.
Nurture Engagement Before the Event
Once someone registers, the work has just begun. An automated confirmation email should do more than just confirm their spot; it should welcome them as a fundraiser. Include a one-click link that takes them directly to a donation page. Use scheduled pre-event communications to share fundraising tips, celebrate milestones, and make it easy for them to share their page with their networks.
Activate Giving on Event Day
The energy on event day is your greatest asset. Place QR codes at check-in tables and in the finish line area that link directly to your donation page. Display live fundraising thermometers and leaderboards to create a sense of friendly competition and collective achievement among run participants. This visibility not only encourages last-minute gifts but also shows every participant the tangible impact of their efforts in real time.
Convert Run Participants into Supporters for the Long Haul
The conversation shouldn’t end when the event is over. Follow up with segmented thank-you messages that acknowledge run participants, donors, and fundraisers for their specific contributions. Use this opportunity to share the total amount raised and the impact it will have. From there, you can invite them to become recurring donors through your fundraising software, solidifying their transition from a one-time participant to a dedicated long-term supporter.
By integrating your registration and fundraising tools, you create a connected experience that makes giving easy and meaningful.
