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5 Tips for Race Fundraising Success
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5 Tips for Race Fundraising Success

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Learn five tips that will improve the overall fitness of your organization's race, from planning through promotion, recruitment, follow up, and evaluation. …

Learn five tips that will improve the overall fitness of your organization's race, from planning through promotion, recruitment, follow up, and evaluation.

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  • Past webinars cover many of the topics in more depth then we have time for today - Donor engagement - peer to peer fundraising – very relevant to event/race fundraising - etc. *** not going to talk about whether you should or should NOT do event fundraising
  • - White paper covers race specific ideas and logistics well so not going to rehash them all here - Funnel – past webinars – from business.. What do you do with email leads, new supporters
  • *** volunteer sign up form - Show Demo site
  • ** Show demo reg form
  • ** More on this in the peer to peer webinar as well.
  • http://www.sagefundraisingonline.org/advocate-give.html?kwoAdvocateId=2NZQZU2

Transcript

  • 1. 5 Tips for Race Fundraising Success Richard Dietz , Nonprofit R+D www.twitter.com/nonprofit_rd
  • 2. Join the discussion / ask questions on Twitter #RaceFR
  • 3. Agenda
    • 1) Plan Your Event
    • 2) Promote Your Event
    • 3) Recruit and Coach Participants and Sponsors
    • 4) Follow Up, Follow Up, Follow Up
    • 5) Assess What Worked (and What Didn’t)
    • Q and A
  • 4. Assumptions
    • For the purpose of today's webinar I am making a few assumptions:
    • You are planning or launching an event with a fundraising focus
    • You don’t have a lot of time or resources
    • You have either watched or are willing to watch the past webcasts
  • 5. Event Fundraising
    • Definition of Event Fundraising
      • An experience that brings people together and raises awareness for your cause and offers an opportunity to solicit support. (Fundraising for Dummies, 2 nd Ed., J. Mutz and K. Murray)
      • Not just an event, not just a solicitation… best of both.
    • Why Event Fundraising?
      • People love to participate in charity events, especially races
      • Donor engagement (past webinar)
      • People like to support friends and family (past webinar)
          • (peer-to-peer fundraising / “Friend”-raising)
      • PR, marketing, and community outreach
  • 6. 1) Plan Your Event
  • 7. Plan Your Event
    • Start with your goals and metrics:
      • Raise awareness / money / supporters
      • Measure more than just dollars from the event
      • The Funnel
    • Set a budget
      • Tied to registration/fundraising – pay or fundraising commitment
      • Sponsors can help a great deal
  • 8. Plan Your Event
    • Create an Event Timeline
      • Start with the date of event and work backwards
      • Deposits, permits, printing, etc.
      • Include marketing/communications and assessment in timeline
    • Staff / Volunteers
      • What jobs/roles will be needed to run the event?
      • Start getting volunteers right away
    • Technology
      • Online registration and donations are key for ROI
          • Online participants raise almost 6 times more than offline participants
      • Secure, simple, peer-to-peer fundraising
  • 9. Ideas - Planning Your Event
    • Charge fee or minimum fundraising goals
      • Help cover costs and weed out non-performers
    • Allow for a “fundraising only” level
    • Make it easy
      • Simple registration and donation process
      • Don’t ask for info you don’t really need
    • Launch registration and fundraising early
    • Keep fundraising open after the event
      • Thank you email can remind folks they can still fundraise
  • 10. 2) Promote Your Event
  • 11. Promote Your Event
    • Back to the Event Timeline
      • Build multiple communications and mediums into the plan
      • Need to cast a wider net in today’s fragmented info space
    • Offline Promotion
      • Newsletters, direct mail, invitations
      • Other events
      • Pre-event get together
  • 12. Promote Your Event
    • Online Promotion
    • E-newsletter
    • Website – prominent position, banners/badges,
    • Email series – targeted for the event
    • Social media / Tell-a-Friend
      • Updates throughout the timeline
      • Allow Supporters to “spread the word”
    • Sponsors – widgets and forms on their site too
  • 13. Ideas – Promoting Your Event
    • Tie your email series into the type of event
    • Race events:
      • Links to training resources and tips
      • Links to Sponsors – sale on running shoes
    • Food events
      • Links to recipes, restaurants (Sponsors)
  • 14. 3) Recruit and Coach Participants and Sponsors
  • 15. Recruit and Coach Participants
    • Can be THE difference between a successful event and just another time consuming activity.
    • Past participants
      • Re-engage by thanking them for their past participation and inviting them to join again this year
      • Ask if they know others who might be interested
    • New participants
      • Market and recruit everywhere
      • Newsletter, email, website, events… with enthusiasm!
      • Multiple Touch Points – same as fundraising appeals
  • 16. Recruit and Coach Participants
    • Teach Fundraising 101
      • Don’t assume they know how to fundraise
          • Offer tips on how to ask, how often to ask, etc.
          • Vivid examples of how donations will be used
          • Deadline driven – create sense of urgency
      • Provide sample appeals / thank you notes
          • Email, Twitter, Facebook – multiple versions
          • Compelling stories
          • Make it easy for them to send
      • Encourage (prod) them to fundraise
          • You need to ask them to ask
  • 17. Recruit and Coach Participants
    • Offer tools and resources
      • Fundraising tools
          • Personal fundraising pages
          • Progress meters
      • Assets for them to promote on their personal blogs
          • Sage Fundraising Online – forms, progress meters
          • Website banners and badges
          • Sample blog posts
    • Communicate throughout the event
      • Email series – tips, encouragement, updates
          • Simple steps they can do today – Call to Action
  • 18. Recruit Sponsors
    • Start with previous years sponsors AND participants
      • Thank them for past support and invite again
      • Last year’s participant may become a sponsor
      • This is why it’s so important to be following up throughout the year
    • Other sources for sponsors
      • Donors / volunteers – mine your database
      • Your board
      • Don’t forget online – FB, Twitter, LinkedIn
      • Companies new to town
  • 19. Recruit Sponsors
    • Create multiple sponsorship levels
      • Allows for many types of organizations to get involved
      • This year’s Bronze could be next year’s Gold sponsor
    • What’s in it for the sponsor?
      • Offer benefits that are meaningful to them
      • Promotion at event and on website (Social media too)
      • VIP / Sponsor Tent
      • Discount for employees to register
      • Ask them…
    • How can you keep them involved throughout the year?
  • 20. Ideas- Recruiting and Coaching
    • Give incentives for fundraising
      • Raise $500 get a sweatshirt, $1,000 get a hoodie
      • Raffle for everyone who raises $1,000 (Sponsor donated prizes)
    • Identify your top fundraisers
      • Provide them with extra assistance and benefits
  • 21. 4) Follow Up, Follow Up, Follow Up… (Did I mention, Follow Up?)
  • 22. Follow Up
    • Thank Everyone
      • Donors, participants, sponsors, volunteers
    • Plan on ways to engage throughout the year
      • The Funnel / “7 touches”
      • Develop donor engagement
      • Welcome email or series
      • Multiple thanks throughout the year
  • 23. Ideas – Follow Up
    • Try a 3 or 6 month post-event update
      • Thank them again
      • Let them know how funds have been utilized and the impact they have made
      • Start getting them excited about this year’s event
    • Special Recognition
      • Newsletter for top fundraisers / supporters
      • VIP event for top fundraisers
      • Recognition of website
  • 24. 5) Assess What Worked (And What Didn’t)
  • 25. Assess What Worked
    • Review budget and expenses
      • Don’t forget staff time!
    • Analytics
      • Participants, sponsors, donors
      • Donations – participants, non-participants, fundraising only,
      • Promotion methods – online versus offline
    • Survey participants, donors, sponsors, volunteers
      • The good, the bad, and the ugly
    • Start the plan for next year now.
  • 26. Ideas- Assessing What Worked
    • Measure and Test Throughout the Year
      • Are these supporters more engaged?
      • Do they donate more frequently? End of year?
    • Return on Investment (ROI)
      • See Peer-to-Peer Fundraising webinar
      • Soft ROI
          • awareness, education
      • Hard ROI
          • Money raised
          • # of supporters
          • Email acquisition
  • 27. Sage Race Pack
    • For just $495, Sage will give you everything you need to launch your next race fundraiser in house.
    • Learn more at an upcoming webcast: Stay in Control from Start to Finish with Sage Race Pack
      • http://ow.ly/3WNr7
  • 28. Where to go from here
    • Get the White Paper: 5 Tips for Race Fundraising Success
    • http://ow.ly/3WMtE
    • Download the slides from today’s presentation:
    • www.slideshare.net/sagenonprofit
    • View webcasts referenced in this session:
    • http://ow.ly/3WN06
    • Learn more about Sage Fundraising Online
    • www.sagefundraisingonline.com
  • 29. Question and Answer Contact Richard Dietz: [email_address] www.twitter.com/nonprofit_rd 512-850-6501 Contact Sage: www.sagenonprofit.com 800-811-0961 www.twitter.com/sagenonprofit www.facebook.com/sagenonprofit