How Can I Raise More Money with My 5K?

In 2016 I had just moved to Charleston, South Carolina, and started my first “real” job out of college. I was in a new place where I didn’t know many people, so when a colleague suggested I join them at a weekly running group I decided to give it a try. Never mind that I probably had not run more than a mile at once since my high school P.E. class—it was “just a 5k” and I rationalized that there would be beer at the end. And I was right: I enjoyed the beer that evening. I can’t say the same for that first run.

Almost 10 years and 15 pounds later, I still attend that same group every week. Many of my strongest friendships originate from running and the wall of race medals in my office is a testament to what a huge role running plays in my life. In this post, I’d like to share what I have learned about successful races as both a participant and as a product marketer for Blackbaud, whose fundraising software is used by hundreds of running events across the country. With just a few smart strategies, you can raise more money with your 5K, while making your race unforgettable for every runner, walker, and volunteer handing out medals (or beers) at the finish line.

Here’s how to start raising more money with your race. 

Find Local Business Partners

Local businesses can help make your event successful in two primary ways: through monetary sponsorship and by bringing their popular products and services to the event.

But think beyond a swag bag. How about a fan-favorite food truck or brewery? That’s bound to catch the eye of someone scrolling your registration page. Massage tables from local clinics are another fixture popular at finish lines.

Over the years, I’ve come to learn that many of the businesses I commonly see at these events are there because their ownership has a personal connection to the running community or to the beneficiary nonprofit organization. One of the most memorable races of the year in my area boasts an afterparty at a picturesque marina thanks to the property’s owner being a lifelong runner and a supporter of the local community foundation the event benefits.

Ask around and do some digging in your database to find ideal partners in your local community, then be prepared to tell potential sponsors what’s in it for them:

• They’ll show that they’re a good place to work. Bonus points when they participate in a matching gift program for employees in addition to race sponsorship.
• They’ll attract new customers. Share data with them on the demographics of your supporters and the expected turnout for the race, plus likely social media exposure. Partners will see the benefit in connecting to those close to your cause.
• They’ll gain credibility with the community. Demonstrating commitment to your mission and the people who care about it can do great things for their brand loyalty.

Consider creating sponsorship levels to incentivize larger commitments from local businesses—or participation from a larger pool of local companies—that could include cash donations, matching gifts, and in-kind donations, such as food at the finish line.

Ask Participants to Fundraise

Almost any time I sign up for a longer distance race, such as a 10K or half-marathon, I’m asked to fundraise during the registration process. But quite often this ask is not made when registering for a 5K. In a recent survey, Blackbaud asked event participants, “Why didn’t you fundraise?” The answer was simple: 47% of those surveyed responded, “No one asked me to.”

Maybe we’re so sensitive about using “the F word” that we don’t talk about fundraising enough?

 With this in mind, make a dispassionate audit of your website, marketing materials, and event-related emails.

• Does your messaging imply that the fee covers participation and there’s no need to do more? Make sure it’s clear the fee gets you a spot on the starting line AND we still want/need you to fundraise.
• Does your communication focus on mission … or the race? Could you make it clearer that the intent of the event is to raise funds for the mission?

When participants understand that they can do more than race—they can raise money for your cause—a surprising number of runners and walkers take on the challenge. According to the Blackbaud Peer-to-Peer Benchmark Report, 57% of participants in 5Ks that did not charge a registration fee fundraised for the organization. And even those 5Ks that did charge a registration fee received an average gift amount online of $81. So, ask runners and walkers to tap their networks for support and give generously to the cause themselves. They’re already committed enough to lace up for the event; they’re likely to be motivated to fundraise, too.  

Look for Major Gift Prospects

Major giving continues to be absolutely essential to fundraising success. Major gift fundraising is also highly cost-effective when done strategically, and it’s all about identifying the right targets early on and employing a high-touch engagement strategy that makes them feel like valued partners.

Consider using a screening tool prior to your 5K to identify any participants with capacity to give major gifts. Your post-race festivities offer a great opportunity to engage them; simply asking for feedback on the event is a great icebreaker and a smooth segue into the cultivation process.

Fort Collins Habitat for Humanity uses an AI tool to prioritize major gift prospects: Read more

Make Your Event Memorable

Think about creative ways to make your event—especially your post-race festivities—stand out. Despite my wall of race medals, I’m a big believer in eschewing the standard “shirt and medal” giveaways to all participants. Sure, people want medals at the end of the New York Marathon. Few people are going to be upset if they don’t get one at the end of a 5K. There are so many alternatives that could capture the spirit of your mission at no or very low cost to your organization.

• One local race in my area is hosted on a goat farm; in lieu of a medal, all runners receive a garden plant grown on the farm.
• A Thanksgiving Day race in Florida pulls in 2,000+ runners who are rewarded with a pumpkin pie from a local bakery; the race is a fundraiser for a neighborhood food pantry and is sold out months in advance.
• A Kentucky 5K that benefits a history museum welcomes finishers to a post-race bourbon tasting, in partnership with a local distillery.
• An animal welfare organization hosts police or service dog demonstrations at their 5K events.

These are the kinds of events I remember and mark my calendar for every year. Think about how to leave a lasting impression on your participants that not only stands out but also ties into your cause. 

Ready to Raise More?

Ultimately, a successful 5K is about more than just the miles—it’s about the mission. By tapping into the enthusiasm of participants, creatively engaging your audience, and identifying high-value opportunities, you can transform your race into a beloved annual event that generates more revenue and connections for your organization each year. Every step taken reflects a shared commitment to your cause, so your 5K becomes not just a race, but also a celebration of community, fitness, and philanthropy.

Looking for a fundraising platform proven to help your team raise more money? Blackbaud Raiser’s Edge NXT serves as an extension of your fundraising team, helping you boost donations while covering all the bases for your 5K, from check-in to payment to built-in social sharing tools.