A runner dressed as a beer bottle approaches the finish line of the London Marathon April 22, 2012.SUZANNE PLUNKETT/REUTERS
The final stretch of the London marathon, with over a kilometre to go in the 42.2-kilometre race, follows along Birdcage Walk on the edge of St. James Park and toward Buckingham Palace. Runners turn up The Mall and race to the finish line.
That is how the marathon would have ended for Claire Squires – a fit, 30-year-old hairdresser whose online fundraising stood at $800 in pledges to a British charity in memory of her brother who had died of an overdose in 2001.
But the runner never finished, collapsing in front of shocked spectators along Birdcage Walk. Paramedics were unable to revive her.
Photographs of the hairdresser and her story spread over social media and mainstream media in the 24 hours after Sunday's race, fuelling an outpouring of sympathy and donations that pushed the young woman's fundraising total to $640,000 by Tuesday morning at 9:30 a.m. ET. Only an hour earlier, the total stood at $575,000.
"Touched by what happened to Claire in her Marathon attempt, inspired to donate, so sad, hope others do the same in her memory," wrote Jenny Neale on the runner's fundraising page, which has seen nearly 30,000 donations in small amounts.
On Twitter, users marvelled as the fundraising total kept increasing and urged others to donate. But it was on her fundraising page that some of the most heart-felt messages were left.
"I was there as you fell, I ran to get the paramedics and I prayed you would be ok. You are an inspiration to many," wrote Kate Hartridge on the runner's online fundraising page.
"Just a tiny contribution compared to yours, Claire," wrote another donor, Clive Parker.
Only days before the race, well-wishers offered the runner encouragement.
"Go for it Bear! You can do it! I'm sure all the training will pay off [and] you'll whizz round," wrote family friends.
The cause of her death is under investigation. Ms. Squires is the eleventh runner to die in the London Marathon since the event started in 1981. The last London marathon death occurred in 2007.
"Her death is likely to be due to a heart problem. I was there at the arrest and was deeply shaken. To see a 30-year-old who is amazingly athletic die is so counterintuitive. These deaths are rare," London Marathon medical director, Professor Sanjay Sharma, told the BBC.
On Tuesday, her family said in a statement: "Words cannot explain what an incredible, inspirational, beautiful and driven person she was. She was loved by so many and is dearly missed by all of us."
The family urged people to continue making donations to the Samaritans, a British charity that provides confidential emotional support over the phone, by email and in person.
Last year Ms. Squires, who is from North Kilworth, Leicestershire, climbed Mt. Kilimanjaro in Tanzania for charity.
One friend tweeted: "RIP Claire Squires – lived life to the full. Only lady I know to take hair straighteners up a mountain!"