A walkathon is one of the best fundraising events a nonprofit can organize. It’s engaging, accessible, and provides a great opportunity to raise funds while increasing awareness for your cause.
Whether you’re a large nonprofit with a dedicated events team or a small organization with an executive director pulling double (or triple, or quintuple …) duty, this guide will walk you through each step of planning a successful walkathon.
Here’s a table of contents to help guide you. To skip to a section, just click on the text. Okay, let’s get started!
- Why a Fundraising Walkathon?
- Step 1: Planning Your Walkathon
- Step 2: Logistics & Event Setup
- Step 3: Promotion & Recruitment
- Step 4: Set Your Fundraising Strategy
- Step 5: Day-Of Execution
- Step 6: Post-Event Follow-Up
- Need a Platform for Your Walkathon? Try Neon Fundraise
Why a Fundraising Walkathon?
A walkathon is one of the most effective and accessible fundraising events a nonprofit can host. It brings together supporters, raises vital funds, and spreads awareness about your cause—all while promoting health and community engagement.
Unlike high-cost galas or auctions, walkathons require minimal overhead and can be scaled to fit organizations of any size.
Beyond fundraising, a well-executed walkathon strengthens relationships with donors, attracts new supporters, and can even become an annual tradition for your nonprofit.
So why should you hold a walkathon fundraiser? Because the more you look into it, the more you’ll feel that “why” transforming into a “why not.”
Step 1: Planning Your Walkathon
When it comes to throwing an event–any event–planning is everything. The better your plan, the greater the chance your event will be a success.
That’s why, before you dive into messy logistics, take time to map out your vision. What are your goals? How will you measure success? Do you have the resources to pull it off?
By answering these questions early, you’ll set yourself up for a smoother planning process and a more impactful event.
Setting Goals for Your Walkathon
The first step in planning a walkathon is defining what you want to achieve. Walkathons can serve multiple purposes, from raising money to increasing awareness or strengthening community ties.
The more specific you are about your goals, the easier it will be to make decisions about fundraising, promotion, and logistics.
Here are a few key goals to consider:
- Fundraising: How much money do you want to raise? Consider setting a stretch goal as well as a minimum target.
- Attendance: How many participants do you expect? Will you have an attendance fee, or is it free to join?
- Community Engagement: Do you want to attract new supporters or deepen relationships with existing donors?
- Awareness: Is this walkathon about getting your nonprofit’s name out there? If so, media coverage and sponsorships should be priorities.
Once you have your goals in place, establish key performance indicators (KPIs) to measure success. These might include:
- The total number of participants
- The percentage of participants who actively fundraise
- The average amount raised per participant
- The number of sponsors and donations secured
- Social media engagement (shares, event page follows, hashtag usage)
Defining these metrics early will help you track progress and improve for future events.
Choosing the Right Date and Location
Selecting the right date and location is crucial for ensuring high attendance and a smooth event. Your choices should balance accessibility, safety, and the overall experience for participants.
Choosing the right date involves careful planning. Make sure you start planning at least 4–6 months in advance to secure permits, sponsors, and promote participation.
Spring and fall are ideal for outdoor events. If planning a summer walkathon, start early in the morning to avoid extreme heat. Check local event calendars to prevent overlap with holidays, major sports games, or other fundraisers.
When it comes to location, your walkathon route should be safe, engaging, and (this is an important one) accessible. Ensure any routes are stroller- and wheelchair-friendly to accommodate all participants.
Some of the most popular locations to hold a walkathon include:
- Public Parks & Trails: Scenic, spacious, and often free (permit required).
- School Tracks & Campuses: Ideal for engaging local students and families.
- City Streets: Great for high visibility but may require road closures.
- Malls & Indoor Spaces: Good backup for unpredictable weather.
Most locations require permits, especially if using public spaces. Research city requirements and apply early. You may also need event insurance, noise permits, or parking permissions. You’ll want all these items checked before you begin planning your budget.
Budget Considerations & Cost-Saving Tips
Even though walkathons are one of the most budget-friendly fundraising events, they still require careful financial planning. Estimating costs early will help prevent surprises and ensure your event remains profitable.
When building your budget, consider these key costs:
- Permits & Insurance: Fees vary by location but are often required for public spaces.
- Marketing Materials: Flyers, posters, social media ads, and registration platforms.
- Event Supplies: Water stations, signage, first aid kits, tables, and tents.
- T-Shirts & Merchandise: Optional but great for branding and participant engagement.
- Staff & Volunteers: Even with volunteers, you may need staff for coordination.
Beyond those expenses, you’ll want to add a little leg room in case (okay: when) things don’t go exactly to plan. We recommend you add a buffer in your budget (10–15%) to cover unexpected costs and lump it under “administrative expenses”.
As you’re looking to reduce costs and maximize revenue, there are a few tried and true best practices you can employ.
You can bring on local sponsors, whether that’s asking local businesses to donate water, snacks, or printing services in-kind or partnering with a school, gym, or community center to get free space.
To cut down on marketing costs, you can get creative with social media, email newsletters, and word-of-mouth instead of printed materials. Encouraging your followers to share invites on their profiles and getting super-targeted with your email segmentation will help.
And while offering free merch is always a solid strategy, the cost of that merch adds up. So, rather than giving away free shirts, you can offer them as incentives for your fundraisers and/or make them available for purchase at cost instead of for free.
Finally, if your budget is super tight, consider co-hosting the event with another organization to share expenses and expand reach. You’ll raise less money for your case, but you’ll build valuable connections and build awareness in the community that can pay off down the line.
Now that you’ve got the basics like date, location, and budget mapped out, we can move on to step two. Why, it’s everyone’s favorite part: logistics!
Step 2: Logistics & Event Setup
Once you’ve set your goals, chosen a date, and secured a location, it’s time to focus on logistics. A well-organized walkathon ensures a smooth and enjoyable experience for participants, volunteers, and sponsors.
Diving deep into the details throughout this stage will help avoid confusion, delays, and safety concerns, setting the stage for a successful event.
Plan Your Route, Plan Your Safety Measures
Selecting the right route is essential for creating a fun and accessible experience.
A typical walkathon route ranges from one to three miles, making it manageable for participants of all fitness levels.
To keep everyone on track and hydrated, place clearly marked water stations every half mile to a mile along the course. In addition, clear signage and volunteer guides should be positioned at key points to ensure no one gets lost.
Safety is also a top priority.
It’s crucial to have a well-thought-out emergency plan that includes first aid stations and designated safety personnel who are trained in CPR. If your route crosses or runs alongside roads, coordinate with local authorities to manage traffic and protect walkers.
Before event day, walk the route yourself to identify and resolve any potential hazards, such as uneven terrain or poorly marked paths.
Coordinate Your Volunteer Staff
Volunteers play a key role in ensuring the success of your event, handling everything from check-in and registration to hydration stations and crowd engagement.
Assigning specific roles to each volunteer helps create an efficient system. Some volunteers will welcome participants and handle check-ins, while others will staff water stations, monitor the route, or provide first aid if needed.
Volunteers can also be stationed along the course to cheer on participants and offer guidance. Additionally, having a few photographers or social media managers capture the event in real-time can help generate excitement online and increase visibility for future fundraising efforts.
Many high school students, corporate teams, and local organizations seek out community service opportunities, so reaching out to these groups can be a great way to build a reliable volunteer team.
Establish Registration and Check-In Processes
A smooth check-in process sets the tone for a positive event experience. To reduce wait times, encourage participants to pre-register online and use digital check-in tools, such as QR codes or express lanes for those who have already signed their waivers.
If your event includes T-shirts or other swag, set up a dedicated station where participants can quickly pick up their materials. Having an additional table for on-site donations allows last-minute contributors to support your cause.
Sending a pre-event email with check-in details, parking information, and a schedule of activities will help participants feel more prepared and excited about the event.
What event management software you choose is going to be key during this step (and a lot of the other steps, too, for that matter). If you haven’t decided on an event management platform for your walkathon, this article breaking down 26 different options should help:
Set Up the Event and Perform a Final Walkthrough
The day before the event, conduct a final walkthrough to confirm that everything is in place. Ensure that all tables, tents, and supplies are set up correctly, volunteers understand their roles, and safety measures are well established.
Walk the route one last time to check for any last-minute adjustments needed, such as additional signs or hazard removal. A well-planned setup allows for a stress-free experience, helping you focus on engaging with participants and ensuring they have a memorable time.
With logistics carefully planned, your walkathon is set up for success. Next, we’ll dive into promotion and recruitment to maximize participation and fundraising efforts!
Step 3: Promotion & Recruitment
Once the logistics are in place, it’s time to spread the word and build excitement for your walkathon.
A strong promotional strategy is going to help attract participants, sponsors, and donors while ensuring your nonprofit’s mission stays at the center of the event.
So, what does that “strong” strategy look like? It looks like a mix of digital outreach, community engagement, and creative recruitment efforts that maximize visibility and participation.
Marketing Your Walkathon
Promoting a walkathon starts with crafting a compelling message. Why should people join your event? Whether it’s supporting a meaningful cause, enjoying a fun day outdoors, or participating in a community activity, your messaging should make the event feel exciting and accessible.
One of the most powerful promotional tools is social media. But with the social media landscape becoming ever more fragmented, the most important question becomes, “What platform do your supporters most commonly use?”
Maybe it’s Facebook, in which case creating an event page will be a good first step. If it’s Instagram, you can start posting countdown updates to get everyone excited. If it’s TikTok, then just call your walkathon a “generosity hack,” and people will be falling over themselves to join.
(That was a joke. Then again, try it and see what happens!)
Email is going to be another essential tool for promotion. Sending a series of emails leading up to the event can keep potential participants engaged and informed.
Start with a save-the-date announcement, followed by updates on fundraising goals, training tips, and success stories from previous events. Personalized emails to past supporters or donors can be especially effective in driving registrations.
Additionally, reaching out to local radio stations, community bulletin boards, Facebook groups, and newspapers (on the off chance one still exists in your area) can help expand your reach to those who may not be active on social media.
Recruiting Participants and Sponsors
Recruiting participants is the backbone of a successful walkathon, but engagement goes beyond simply getting people to sign up.
Encouraging friendly competition through team fundraising can boost participation and donations. Allowing businesses, schools, and community groups to form teams can turn the event into a fun challenge.
And, remember, the power of social media is the power of word-of-mouth. Asking past participants to invite friends, offering referral incentives, or forming an ambassador program—whether people are reaching out via social media or in-person–can help big time.
Sponsorships, meanwhile, can deliver the double whammy of defraying costs while expanding your reach. Local businesses are often eager to support community events, especially when they can gain exposure in return.
Offering tiered sponsorship packages—with benefits like logo placement on banners, social media shoutouts, or speaking opportunities at the event—makes it easier to secure funding and in-kind donations.
Even if a company can’t provide direct financial support, they may be willing to donate supplies, such as water, snacks, or event signage.
And don’t forget about the power of community partnerships, even if no actual money or goods change hands. Leveraging community partnerships, such as working with schools, fitness centers, or places of worship, can provide access to built-in audiences who may be interested in participating.
That’s all for promotion. Next, we’ll explore effective fundraising strategies to help maximize donations and sponsorship support!
Step 4: Set Your Fundraising Strategy
A walkathon is more than just a fundraiser—but you also shouldn’t ignore the fact that it is a fundraiser. While registration fees can generate some revenue, the real fundraising potential lies in participant-driven donations, sponsorships, and creative giving opportunities.
A well-planned approach will ensure your event maximizes its financial impact while keeping participants engaged and motivated.
Setting Up a Fundraising Model
The first step in a strong fundraising strategy is deciding how money will be raised.
Most walkathons rely on a peer-to-peer fundraising model, where participants collect donations from friends, family, and colleagues in support of their walk.
Setting up an easy-to-use online fundraising platform allows walkers to create personalized donation pages, share their stories, and track their progress. Offering suggested donation levels—such as $25, $50, or $100—can encourage larger contributions.
Providing participants with a fundraising toolkit, including email templates, social media graphics, and fundraising tips, makes it easier for them to ask for support.
Some walkathons also charge a registration fee, which can help offset costs. A small fee (e.g., $25 per person) ensures a financial commitment while still being accessible. However, free registration with a suggested fundraising minimum can often lead to higher overall donations.
Neon One has a ton of ways to support walkathon fundraising. If you’d like to know how, check out this story from Alzheimer’s San Diego about how pairing Neon Fundraise with their Neon CRM system led to the annual Walk4ALZ event raising over $500,000 in 2024!
Creative Ways to Boost Donations
Beyond participant fundraising, there are many ways to enhance donations. Here are some of the most popular ones:
- Matching Gifts: Offering matching gift opportunities can significantly increase contributions—many companies will match employee donations, effectively doubling their impact. Encouraging walkers to check if their employers offer matching gifts can unlock additional funding.
- Offering Incentives: Adding fundraising challenges and incentives can also boost engagement. Recognizing top fundraisers with small prizes, such as branded merchandise, gift cards, or VIP event perks, encourages competition.
- Selling Merch: Selling merchandise and add-ons is another great way to generate revenue. Branded T-shirts, hats, water bottles, or wristbands can serve as both a fundraiser and a way to spread awareness about your cause.
- Recurring Donations: Encouraging recurring donations through the event can create long-term support for your nonprofit. Instead of a one-time gift, ask donors to commit to a small monthly donation, turning a $50 contribution into a $600 annual impact.
- Last-Minute Push: In the final days leading up to the event, a strong last-minute push can make a big difference. Remind participants to follow up with their networks, highlight any remaining fundraising challenges, and emphasize the impact of their contributions.
Throughout the campaign, keeping fundraising momentum high is key.
Regularly updating participants on overall progress—through email newsletters, social media posts, and leaderboards—can drive excitement and competition. Publicly celebrating milestones, such as reaching 50% of your goal, encourages more donations.
Event Sponsorships Are Crucial
Local businesses and corporate sponsors can provide a significant financial boost to your walkathon.
Offering tiered sponsorship packages makes it easier to attract support at different levels.
For example, a Gold Sponsor might receive logo placement on event banners, a featured social media post, and a speaking opportunity, while a Silver Sponsor might get their name on participant T-shirts and event signage.
When approaching potential sponsors, highlight the benefits of supporting your event, such as increased brand visibility, community goodwill, and access to potential customers.
If a business can’t contribute financially, in-kind sponsorships—such as donated water, snacks, first-aid supplies, or printing services—can help reduce expenses. And if you can lower your costs, that’s effectively the same as raising more money!
Alright, it looks like the big day is here. Let’s move on to the next section and talk about actually holding your walkathon! But if you’re still interested in learning more about corporate sponsorships first, this article should help you out:
Step 5: Day-Of Execution
After months of planning and fundraising, the big day has arrived! A smooth and well-organized event ensures a great experience for participants, sponsors, and volunteers.
The key to a successful walkathon is efficient check-in, engaging activities, and strong logistical coordination. When participants feel welcomed, energized, and appreciated, they’re more likely to return for future events and continue supporting your cause.
Check-In: Setting the Right Tone
The first impression of your event starts with check-in. A streamlined, organized registration area prevents long lines and ensures participants feel excited rather than frustrated.
Pre-registered walkers should have a separate express lane, while those registering on-site should have a clear and simple process. Digital check-in options, such as QR codes or online waivers, can further speed things up.
At the check-in area, provide walkers with any necessary materials, such as T-shirts, bib numbers, or fundraising progress updates. Ensure sponsor branding is prominently displayed, whether on banners, tents, or participant materials.
A designated donation booth allows for last-minute contributions and encourages additional giving.
Keeping Participants Engaged
A walkathon should be more than just a walk—it should be an experience. Along the route, set up themed checkpoints to keep participants entertained and engaged.
Water stations are a must, but additional elements like live music, cheer squads, or fun photo booths can make the event more memorable. Encouraging participants to post on social media using a dedicated event hashtag increases visibility and helps with future recruitment.
Volunteers stationed throughout the route should be actively cheering on walkers, answering questions, and taking photos that can later be shared in thank-you emails and promotional materials for next year’s event.
Handling Emergencies
Even the best-planned events can face unexpected challenges.
Whether it’s bad weather, an equipment failure, or a participant needing medical attention, having a clear emergency plan in place is crucial. Ensure that volunteers know who to contact in case of an incident and that first aid stations are easily accessible.
If rain threatens to derail an outdoor event, be prepared with contingency plans such as shifting activities indoors, delaying the start time, or providing ponchos. For extreme weather conditions, make sure participants are notified in advance about any schedule changes.
Closing the Event and Celebrating Success
As participants cross the finish line, position volunteers there to celebrate their achievements with high-fives, medals, or certificates. A post-walk celebration, whether it’s a simple group photo, a live performance, or a thank-you speech, helps end the event on a high note.
The closing ceremony should include final fundraising announcements, sponsor acknowledgments, and a heartfelt thank-you to everyone involved. Encourage participants to sign up early for next year’s walkathon or join your nonprofit’s mailing list for future updates.
Up next, we’ll dive into post-event follow-up strategies to maintain momentum and strengthen relationships with donors and attendees!
Step 6: Post-Event Follow-Up
A walkathon doesn’t end when the last participant crosses the finish line. The way you engage with participants, donors, and sponsors after the event can determine whether they will continue supporting your nonprofit in the future.
A strong post-event follow-up strategy helps build long-term relationships, increases donor retention, and sets the stage for future fundraising success.
Saying Thank You to Supporters
One of the most important steps after any fundraiser is expressing gratitude. Within 24–48 hours of the event, send personalized thank-you emails to all participants, donors, volunteers, and sponsors. A heartfelt message should acknowledge their contribution, highlight the event’s impact, and share any final fundraising totals.
For major donors and top fundraisers, consider a more personalized approach, such as handwritten thank-you notes or phone calls from leadership. Recognizing key contributors in a public way—such as a social media post or a feature on your website—can make them feel valued and encourage continued involvement.
Sharing Event Impact and Highlights
People want to know the difference they made. Within a few days of the event, share a recap that includes:
- Final fundraising totals and how the money will be used
- Photos and videos from the walkathon
- Participant testimonials and success stories
- Special acknowledgments for top fundraisers, sponsors, and volunteers
A photo gallery or short highlight video can be a powerful way to relive the experience and keep supporters engaged. Encourage participants to share their own event photos using your hashtag, further spreading awareness.
Gathering Feedback for Future Events
To make your next walkathon even better, gather feedback from participants and volunteers while the experience is still fresh. Send out a short post-event survey asking what they enjoyed, what could be improved, and whether they’re likely to recommend a future event to a friend.
This information is invaluable for refining logistics, engagement strategies, and fundraising efforts for future events. Need some help coming up with survey questions? We’ve got you covered:
Keeping Participants Engaged Year-Round
A walkathon is often a gateway to deeper engagement with your nonprofit. Keep participants involved by offering ways to stay connected, such as:
- Inviting them to upcoming events
- Encouraging them to become recurring donors
- Providing volunteer opportunities
- Sharing impact updates on how funds are being used
If your walkathon was successful, now is also the perfect time to start building momentum for next year’s event. Offering early bird registration or teasing exciting new elements can keep interest high.
Congratulations! With this final step, your fundraising event comes full circle—strengthening relationships, increasing donor retention, and setting up future success!
Need a Platform for Your Walkathon? Try Neon Fundraise
By following this guide, you should now have a step-by-step framework to organize a well-planned, impactful walkathon.
From setting clear goals and securing a location to promoting the event, maximizing fundraising efforts, and executing a seamless experience on walk day, each stage plays a critical role in ensuring success. And just as importantly, your post-event follow-up efforts will keep the momentum going, strengthening relationships with participants and turning them into long-term supporters.
Beyond taking the steps outlined in this guide, one of the best choices you can make to ensure your walkathon’s success is finding the right platform to host it on. What makes a piece of software “right” for your nonprofit is going to depend on, well, your specific nonprofit—but that’s why Neon Fundraise is designed to fit the needs of all organizations, big and small.
Want to see Neon Fundraise in action? This recorded group demo will give a thorough overview of everything the system can do and what it feels like to use. If you like what you see, feel free to reach out and schedule a personal demo. (And don’t forget to ask about pairing it with Neon CRM!)
