The Best Way to Use Facebook for Running Event Fundraising

If you've got a running event coming up and you've decided to fundraise, one question often comes up when it's time to get started: Should I focus on Facebook or Instagram? The answer is simple: both platforms can help you raise money, but they work in different ways. Understanding the strengths of each can help you reach more supporters, increase donations, and share your fundraising journey more effectively. For charity runners, Facebook combines reach, storytelling, community engagement, and easy donation sharing in a single platform. While Instagram is excellent for showcasing your training journey, Facebook remains one of the most effective places to turn supporters into donors. The strongest fundraising-specific Facebook features are usually Groups, Shares, clickable links, and access to older family/friend networks: these are the features that Instagram, TikTok, and other platforms generally can't match as effectively for generating donations.

Facebook Has The Bigger Audience, and Potentially A Better Audience

Facebook remains the largest social media platform in both the UK and the US.

Recent estimates suggest there are approximately 38 million Facebook users in the UK and 295 million Facebook users in the US. For fundraisers, this matters because Facebook is where many of your potential donors already spend time. Friends, family members, colleagues, neighbours, former classmates, and community groups are all likely to be active on Facebook. Many people raising money for charity find that a large proportion of their donations come from people they already know, making Facebook an ideal place to share fundraising updates and donation links.

Instagram may have fewer users overall, but it remains incredibly popular. Current estimates suggest 35–36 million Instagram users in the UK and 170–180 million Instagram users in the US. Instagram is particularly effective for sharing visual content, making it perfect for documenting your training journey. Photos from long runs, race preparation, fundraising milestones, and behind-the-scenes moments can help supporters feel connected to your challenge. You can find out more about using Instagram for your fundraising here.

One of Facebook's biggest advantages for charity fundraising is the age profile of its users.

While younger audiences often spend more time on platforms like Instagram and TikTok, Facebook remains particularly popular among adults aged 35 and over. Many users are in their peak earning years, have established careers, and are more likely to have disposable income available for charitable giving.

For marathon fundraisers, this is important because donations often come from parents and extended family, work colleagues and professional contacts, socal community members, friends from school, university, and previous workplaces and sports clubs and community groups These audiences are highly active on Facebook and are often more likely to make a donation than younger social media users. In contrast, Instagram typically has a younger audience. While it can be excellent for generating awareness and engagement, Facebook is often the platform where fundraisers receive a larger proportion of their donations. This is why many successful charity runners use Instagram to tell their story and Facebook to drive donations. Together, they create a powerful fundraising combination.

What's Different About Facebook?

While many social media platforms can help you spread the word about your challenge, Facebook offers several unique features that make it particularly effective for fundraising.

Clickable Links in Every Post

Unlike some platforms where links are restricted, Facebook allows you to include clickable fundraising links directly in your posts. This removes friction from the donation process and makes it easier for supporters to contribute immediately.

Shares

One of Facebook's greatest strengths is its ability to amplify your message through shares. When a friend shares your fundraising post, your challenge is exposed to an entirely new network of potential supporters. This can significantly extend your reach beyond your immediate circle of friends and family.

Community Groups

Facebook Groups provide access to highly engaged communities that are difficult to reach elsewhere. Potential groups include local community groups, running clubs, workplace groups, alumni networks, sports clubs and charity supporter groups. A single post in the right group can generate donations from people who may never have heard of your fundraising challenge otherwise.

Events

Facebook Events can be used to promote fundraising activities alongside your race, such as quiz nights, bake sales, raffles, training runs, or charity challenges. Supporters can RSVP, invite friends, and receive reminders, helping increase participation and donations.

Long-Form Storytelling

Facebook allows you to write longer posts than most social platforms. This gives you the opportunity to explain why you're running, share personal experiences, and highlight the impact of the charity you're supporting. Stories create emotional connections, and emotional connections drive donations.

Comments and Conversations

Fundraising is often driven by relationships. Facebook's commenting system makes it easy for supporters to ask questions, leave encouragement, and engage with your updates.

Every comment can also increase the visibility of your post, helping more people see your fundraising appeal.

Memories and Ongoing Connections

Many Facebook users have built networks over years or even decades. Former colleagues, school friends, university classmates, neighbours, and extended family members are often connected on Facebook in a way they are not on other platforms. These connections can be particularly valuable when fundraising, as charitable giving is often influenced by personal relationships.

A start line selfie is always a good idea. Well done to Julie Teague who raised over £3000 running the London Marathon for St Raphael's Hospice

The best approach on Facebook

For a running event the most effective Facebook fundraising strategy is not simply posting your donation link repeatedly. The people who raise the most money usually take supporters on a journey and make them feel part of the challenge. However, simply posting a donation link once and hoping for the best rarely works. The most successful fundraisers use Facebook to tell a story, build momentum, and keep supporters engaged throughout their training journey. This is the same with most other forms of social media.

Start With a Strong Launch Post

Your first fundraising post should explain what event you're running, which charity you're supporting, why the cause matters to you, your fundraising target and have a clear link to your fundraising page People are far more likely to donate when they understand the personal reason behind your challenge.

Share Your Training Journey

Don't wait until race day to post updates. Regular training updates help supporters feel invested in your success. Share your long training runs, early morning starts, training milestones, setbacks and challenges and photos from your runs. These posts remind people about your fundraiser without constantly asking for donations.

Use Photos and Videos

Posts with images and videos typically attract more engagement than text-only updates.

Simple content works well, like a sweaty post-run selfie, a screenshot of your training app, a video update after a long run and photos from fundraising events. Authenticity often performs better than polished content.

Share Fundraising Milestones

People like supporting progress. When you reach milestones such as 25% of your target, halfway to your goal, £100, £500 or £1,000 raised etc. Share an update and thank everyone who has contributed. Seeing momentum encourages additional donations.

Thank Your Donors Publicly

A public thank-you serves two purposes. First, it shows appreciation to those who have donated and second, it reminds others that people are supporting your challenge and may encourage them to donate as well.

Post in Relevant Facebook Groups

Many runners successfully raise additional funds by sharing their challenge in groups, but always remember to check group rules before posting fundraising links. More on this below.

Increase Activity as Race Day Approaches

The final few weeks before the event are often when donations increase significantly.

Share countdown posts, final training runs, fundraising progress updates and race preparation. Creating a sense of urgency encourages people who have been meaning to donate to finally take action.

Post on Race Day

Race day is one of the best fundraising opportunities. Share a pre-race photo, updates during the event if possible, your finish-line photo, your medal picture. Many supporters wait until race day to donate.

Make One Final Ask After the Event

Don't stop fundraising the moment you cross the finish line. A final post thanking supporters and explaining that donations are still open for a short period can generate a surprising number of last-minute contributions.

The Formula for Success

The most effective Facebook fundraising strategy follows a simple formula: Tell your story + share your progress + thank supporters + make it easy to donate. People donate to people more than they donate to causes. The more supporters feel connected to your journey, the more likely they are to contribute and help you reach your fundraising goal. A good rule of thumb is to post 2–3 times per week during training, then increase to daily updates in the week before the event, when donations tend to peak.

Why Facebook Remains a Fundraising Powerhouse

For charity runners, Facebook combines reach, storytelling, community engagement, and easy donation sharing in a single platform. While Instagram is excellent for showcasing your training journey, Facebook remains one of the most effective places to turn supporters into donors. The strongest fundraising-specific Facebook features like Groups, Shares, clickable links, and access to older family/friend networks are the features that Instagram, TikTok, and other platforms generally can't match as effectively for generating donations.