​Record amount raised via digital platforms

Digital donations are set to top £50 million for the first time in the London Marathon’s history.

Last weekend’s event saw around 40,000 participants with digital fundarainf platforms accounting for £43m raised so far.

Virgin Money Giving confirmed it has already raised £23m through its giving platform, a 12% increase from this time last year, while JustGiving have passed the £20m mark, an increase of 10%.

Jo Barnett, executive director at Virgin Money Giving, said: “The London Marathon is hoping to set a fundraising world record for the tenth successive year in 2016.

"Our data shows that our fundraisers are set to smash our previous record and raise over £25 million for charity.”

Starcount, a data company, said the National Trust, Help for Heroes and CRUK were the most popular marathon charities this year with the NSPCC the official charity partner.

Digital is the channel where more and more of the world is doing its giving - Louise Nolder

Louise Nolder, head of communications at Justgiving, said: “With up to 8,000 users on the site at any one time our current forecasts show a 10% increase in total money raised for the marathon versus last year, heading towards £25 million.

“This means that marathon digital giving across the two main fundraising platforms will likely top £50 million for the first time ever, underlining once again that digital is the channel where more and more of the world is doing its giving.”