Online giving site JustGiving has created an online clearing house to help match would-be London Marathon runners with charities who already have a guaranteed number of places.
By today over 100,000 runners will have found out that they do not have a ballot place on the 2013 London marathon. More than 130,000 have already applied through the marathon ballot but only around 12,000 of these will be lucky enough to secure a place.
By using the site, marathon hopefuls can try to secure a place allocated to a charity, although they will need to commit to raising a certain level of sponsorship.
According to research commissioned by JustGiving, the London Olympics have inspired more people to engage in distance running: 13% of adult Britons are apparently planning to run a marathon, with 2% saying that they are hoping to secure one of the 36,000 places for April 2013.
Charities have already responded by increasing fundraising targets: the average is currently £1,800 per runner, up from £992 for the 2012 marathon.