How Charity Running Events Are Creating New Ways To Give Back: With Louise Cook

When people think about charity fundraising events, they often imagine runners taking on marathons, cyclists tackling long-distance challenges, or supporters securing places in major races to raise sponsorship. But there's another fundraising model gaining momentum: events designed, organised, and delivered entirely by charities themselves. Cobalt Medical Charity has embraced this approach with two standout community events: the Reindeer Run and the Extreme Colour Run, both created to raise funds while introducing new audiences to the charity's work. For Head of Fundraising Louise Cook, creating their own events was about more than simply raising money. She tells us more on this fascinating podcast.

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Why Organise Events In-House?

That philosophy became the foundation of the charity's event strategy. By managing events in-house and securing support from local partners such as Dunkertons Cider, Cobalt was able to deliver high-quality experiences while ensuring that as much income as possible went directly towards supporting patients and services. Creating events internally also allowed the charity to maintain control over costs, participant experience, branding, and fundraising outcomes.

"You want to actually give people a really good event, but keep the costs low because when you want to support a charity, you want to make sure the maximum amount of money goes to the charity."

The Extreme Colour Run: A New Twist on a Popular Format

The charity's newest fundraising initiative, the Extreme Colour Run, took the familiar colour run concept and added a challenging twist. Participants tackled a demanding 5K route that climbed steeply uphill while being showered with colourful powder along the way. The event attracted 300 participants, sold out two weeks before race day, and drew people from across Gloucestershire, Birmingham, Wales, and London. What made the event particularly successful was its ability to attract people who had never previously engaged with the charity, helping Cobalt expand its reach while generating vital income.

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The Work Nobody Sees

While participants enjoyed the fun atmosphere, months of preparation had taken place behind the scenes. Venue negotiations, route planning, volunteer recruitment, risk assessments, environmental considerations, and contingency plans for bad weather all played a role in making the event successful. However, Louise believes the planning should remain invisible to participants.

"As an event participant, I don't actually want you to think about what I'm doing because I want you to come and think, 'My God, that was an amazing event.'"

Building Community Through the Reindeer Run

Alongside the Extreme Colour Run, Cobalt's Reindeer Run has become a festive favourite.

Designed with families in mind, participants don reindeer antlers and enjoy a fun, active event in the lead-up to Christmas. The focus is on creating an accessible community experience that combines fundraising with festive fun. The event demonstrates that successful charity fundraising doesn't always need to be competitive or challenging. Sometimes it's about creating memorable experiences that bring people together.

Warming up for the Reindeer Run

Making Charity Running Events Accessible

One of the most refreshing aspects of Cobalt's approach is its attitude towards fundraising expectations. Rather than relying heavily on sponsorship targets, the charity focuses on creating value through the entry fee itself, ensuring participants know their contribution is already making a difference. This removes barriers for those who want to support a cause but may not feel comfortable asking friends and family for donations.

"You don't have to do the fundraising, but you can make a difference by paying £10, £15 or £20 to take part and your money will make a difference."

More Than Just a Fundraising Event

The success of both the Extreme Colour Run and the Reindeer Run highlights an important lesson for charities everywhere: events can do far more than raise money. They build awareness, strengthen community relationships, attract new supporters, and create positive experiences that keep people engaged long after the finish line. As charities continue to look for innovative ways to connect with supporters, Cobalt's experience shows that a well-organised community event can be one of the most powerful fundraising tools available. Sometimes, making a difference starts not with a marathon, but simply by showing up and getting involved.

HAVE A LISTEN TO THE PODCAST HERE