While that is true, as organisers, our job is to try to work out imaginative ways to keep our costs low whilst giving perks. Then, should the turnout be low, we can absorb that financial hit and be able to offer the race again next year.

Cheap homemade or low-cost knickknack trophies
home cooked food, or sponsored food and drink
One or two-color Tshirts
Lots and lots of prior legwork getting sponsorship, which means something to put in the goodie-bags, we never get money
VOLUNTEERS, and try to keep them happy as possible