Kiltwalk is Scotland’s largest mass participation walking event with over 178,000 people taking part since 2016.
The Kiltwalk is a uniquely Scottish fundraising event that brings thousands of people together to raise money for causes they care about, with 100% of donations going straight to charity. After a successful first two years, the team was preparing for year three and needed a website that could keep pace with its growing ambition.
With events across Scotland’s four largest cities, offering multiple distances and even a mini walk for kids, the Kiltwalk needed to connect with a wide and varied audience. The new platform had to inspire people to sign up and take part, spotlight the huge range of supported charities, attract corporate sponsors, and rally the volunteers who help bring each event to life.
We started by digging into the needs of the Kiltwalk’s four key audiences, walkers, charities, sponsors, and volunteers, mapping out their goals, challenges, and motivations. These insights shaped a site structure designed to speak directly to each group, supporting users every step of the way, from learning about the event to taking part. The result was a user-friendly, future-ready platform that helped the Kiltwalk grow its reach, increase participation, and deliver even more for the causes it supports.
“2019 was the biggest year for Kiltwalk to date... I can’t begin to describe how proud I am that we managed to attract 25,000 Kiltwalkers, a huge 25% increase on 2018’s walkers... Since The Hunter Foundation got involved over eight years ago, more than 178,000 Kiltwalkers have helped to raise more than £46m for 3,500 different Scottish charities.”
[Sir Tom Hunter]
[Sir Tom Hunter]
