Charity Toolkit

As part of this commitment, we are delighted to offer our free toolkit of downloadable assets for charities to use to help you market your LLHM places. As well as downloadable assets, we have also created a LLHM Fact Sheet and a list of our Social Media Top Tips for you to use within your own marketing and recruitment of runners. The assets are focused on encouraging as many people as possible to join your team for the event. We hope you find them useful and wish you the very best of luck in your LLHM campaign.

If you’re a charity in need of a bit of marketing support, click the links below and look out for our regular charity emails for further tips and updates!

A QUICK BIT OF HOUSEKEEPING FIRST…

Please note that all assets in this toolkit are owned by London Landmarks Half Marathon and can only be used by charities that hold places in the 2025 event and follow these guidelines:

When referring to the London Landmarks Half Marathon always use the full name or the abbreviation LLHM
The logo for LLHM appears on the assets in this toolkit. The logo must not be removed from the assets and used in isolation on any other marketing materials or brand collateral.
The assets in this toolkit must not be edited, added to, or digitally manipulated to include any other brand logos, colours, images or text. However, they can be cropped depending on usage.
Any use of the imagery or assets in printed merchandise, T-shirts or physical goods must be approved by London Landmarks Half Marathon by emailing [email protected]

LONDON LANDMARKS HALF MARATHON 2025 FACT SHEET

Background

The London Landmarks Half Marathon is a 100% not-for-profit half marathon, with participants having raised over £50 million for good causes since the first event in 2018. LLHM is a running event for everyone, regardless of age, background or ability, and we welcome everyone from top athletes to those challenging themselves to 13.1 miles for the first time.

The LLHM is a closed road, central London run and is the only half marathon to go through both the City of London and the City of Westminster. The event is organised by baby charity, Tommy’s, to benefit themselves and many other good causes. The event is not your average half marathon – from cultural landmarks and heritage to the city’s quirky and hidden secrets, runners get to explore the capital on a route like no other.

Our strapline – The Grand. The Quirky. The Hidden

The team at Tommy’s were adamant that the LLHM would be so much more than just a run, and so developed the event strapline ‘The Grand. The Quirky. The Hidden’. The idea was that the route would shine a spotlight on not only London’s grand iconic landmarks but also its quirky and hidden history and gems. This route enables the event to be a platform for bringing London’s history to life and celebrating London’s wonderful culture and heritage.

Opportunities for Charities

We pride ourselves on being a 100% not-for-profit event, raising upwards of £10 million every year for over 550 charities. Every year our ballot is over-subscribed and we can only offer limited ballot places, with charity places making up the majority of the available spaces and the only route in! Therefore, LLHM’s popularity as an event makes it an excellent opportunity for your charity to mark

Any questions about the 2025 London Landmarks Half Marathon?

Visit our website for our FAQs or get in touch with a member of our Charities Team at [email protected] – they’d be delighted to help.

FINALLY - GOOD LUCK! Thank you for purchasing places in LLHM 2025. We wish you the very best of success with your fundraising efforts. We cannot wait to see you and your participants in London on Sunday 6th April 2025!

OUR TOP TIPS ON SOCIAL MEDIA

A few ideas to get you thinking creatively about your social media posts

•   Make the most of previous runners from your team to talk about their experience as a Team X runner, in a bid to encourage new future runners. This could be shared as a video or as a photo and written post
•   Ask your celebrity supporters to provide a good luck video or encourage your prospective runners to get involved with the team
•   Educate your prospective runners/current team on where their vital fundraising goes e.g £10 goes towards 5 hours of extra training for one of our nurses
•   Use emotive and engaging runner stories as case studies to sit on your website / social media – find stories that your audience will relate to and feel compelled to support through fundraising
•   Consider both a mix of video and still imagery. For example, with Instagram introducing more video content through reels, you might find a video or reel works better than static imagery on this platform instead
•   Encourage your runners to aim for a Guinness World Record and share this news with your followers to inspire the team
•   Experiment with Instagram stories to engage your audience. Play around with the ‘Ask Me A Question’ box, polls, music etc.
•   Use our hashtags - #LLHM and #LLHM2025 – and tag us in your photos
•   Make use of our advertising packages where we can post your content to our largely engaged audience, and share it on our platforms
•   Creating a support group on Facebook and invite your team to join – a great way to get your runners talking and interacting with you
•   Think about awareness days/weeks that are relevant to your charity and promoting your LLHM places around this time. For example, Team Tommy’s might choose to recruit around Baby Loss Awareness Week
•   Promote your team places around other popular running events, for example during London Marathon there is a heightened interest in sporting events in London and charity fundraising
•   Think about recruiting your team around other key times in the year, such as schools reopening in September (parents now have more spare time) or Christmas/New Year when many people are setting New Year resolutions
•   If running paid advertising, experiment with A/B testing functionality so that you can test which adverts are performing better than others
•   Don’t limit your recruitment to one or two set groups. The LLHM is a super-inclusive, friendly event. This is not an elite-led race, but one where people of all abilities are welcomed. Our cut-off time is 4 hours and very welcoming to those who have never participated in a half marathon before. A lot of previous participants have run/walked the event, therefore think about this in your recruitment – target ‘beginners’ or walkers who might want to try something new!

You can also find our Accessibility Guidelines for our Social Media here.

Have you tried…?

•   Featuring LLHM 2025 on your main website or events homepage
•   Updating your social media banners and email signatures
•   Setting up a Facebook event – if you have the budget, it might be worth boosting the event for a couple of weeks
•   Emailing supporters that have previously taken part in a running event for your charity
•   Making all staff and volunteers aware so they can talk about the event to their contacts and supporters
•   Offering a discount on registration fees for a limited time – this has worked well for charities in the past
•   Asking all current participants to sign up a friend or family member
•   Promoting to current corporate and community partners – many companies have a CSR policy in place and are always looking for ways to get involved with charities
•   Using the fantastic route entertainment to grab attention and drive excitement – you can share one of our images or videos to assist with this
•   Consider giving away an incentive to get people signed up and creating their fundraising pages e.g merchandise, or partner prize
•   Carefully consider the wording used within your post for example, swapping ‘fundraising commitment’ to ‘fundraising pledge/promise’. Use softer language if needed

EDI

LLHM is committed to taking accountability to build a diverse and inclusive event. By diversity, we mean welcoming participants of all backgrounds, age, religion or belief, culture, race, disability, sexuality and gender. In our communications and our partners’ communications, we would love to see as much diversity as possible in any outgoing communications. Think about:
•   The imagery you are using – ensure you are not just showing one type of audience in your imagery, use a range of genders, ages, disabilities and ethnic backgrounds to demonstrate the inclusivity of your charity
•   Tailor your content to be diverse, for example, could you share tips and advice on how to train during Ramadan
•   Explore partnering with your charity ambassadors/influencers
•   Celebrate religious holidays with your participants on social media
•   Seek out and share UGC (user-generated content) to show a true representation of your team