The document analyzes fundraising data from the 2010 Boston Marathon. It finds that the average fundraiser raises $4053, with 2/3 coming from online donations averaging $2973. Most donations for marathons are between $25-75, with $100-150 donations critical to meeting fundraising minimums. The analysis provides tips for nonprofits on setting achievable fundraising goals and maintaining regular communication to maximize donations.

1. Going the Distance with Race Fundraising: Benchmarking Success 2010 Boston Marathon, 5K and 10K race benchmarking analysis Website: www.firstgiving.com Twitter: @firstgiving FirstGiving for Runners Blog: runners.firstgiving.com

2. About the presenters Andrew Urban Head of Sales and Business Development andrew@firstgiving.com Debra Askanase Community Engagement Manager debra@firstgiving.com

3. About FirstGiving

5. 13 million+ online donors

6. 10+ years in business

7. 31employees in the US

8. Offices in Boston and San Francisco

9. 100+ employees worldwide82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.

11. By the numbers: 5K and 10K FirstGiving fundraising Average amount raised per 5K race fundraiser: $433 Average amount raised online:$385 Average amount raised offline: $48 Average amount raised per 10K race fundraiser: $521 Average amount raised online:$439 Average amount raised offline: $82 Average online donation 5K: $52 Average online donation 10K: $50 Number of active 5K fundraising pages: 4,009 Number of active 10K fundraising pages: 396 *2010 Boston Marathon was held April 19

12. Key race findings ✪The typical fundraiser employs a combination of offline and online mechanisms to reach the fundraising minimum ✪Largest percentage of donations are ✔ $25 - $75 and ✔ $100 - $150 ranges ✪ To raise the minimum, the typical fundraiser needs ✔ 36 – 40 donations per page for a marathon ✔ Expect 7 – 8 donations per page for a 5K or 10K race *2010 Boston Marathon was held April 19

13. Key race findings ✪ Most marathon donations arrive ✔ In the 4 months prior to the event but ✔ donations 7 – 5 months prior are higher amounts ✪ The top fundraisers get higher average donation amount, and many more $100 - $150 donations ✪ Your fundraisers are likely to raise money for your cause in another event *2010 Boston Marathon was held April 19

14. Boston Marathon official charity program: Boston Marathon = qualified runners only Official charities are give 15 numbers, fundraising minimum of $3250 – for unqualified runners 2010 marathon held April 19 23,176 runners participated 24 official charities in the program *2010 Boston Marathon was held April 19

15. The average FirstGiving endurance fundraiser raises $4053, 2/3 of it online Average amount raised online per page: $2973.42 Average amount raised offline per page: $1080.25

16. 5K and 10K online/offline fundraising Total amount raised for 5K races 2010: $1,736,138 Total amount raised for 10K races 2010: $ 206,509

17. Number of donations per page - marathon Median donation: 36 donations per page Average donation: 40 donations per page Average donation amount per page: $75 The higher your goal, the more donations needed

18. Donations per page – shorter distance races Average donation amount per 5K page: $433 Average of 7 online donations per page Average donation amount per 10K page: $521 Average of 8 pnline donations per page *FG did not record individual offline donations until Aug. 2010. Prior to Aug. 2010, offline donations were recorded by fundraisers as a lump sum

19. Distribution of donations per page – Boston marathon *based on range of 36 – 40 of donations per page

20. Distribution of donations per page – 5K races *5 fundraisers raised >$10,000, which skewed the $500+ range higher

21. Distribution of donations per page – 10K races

22. Average number of online donations needed to meet your fundraising goal

23. Takeaways: Donation distribution amounts Most donations are $25 - $74. Average marathon donation = $75. Average 5K donation = $52, Average 10K = $50 The second-largest group is $100 - $149, who are critical to meeting the minimum marathon fundraising requirement Donations under $25 account for a very small % of overall donation dollars, but are high in quantity *based on range of 36 – 40 donations per page

24. Fundraising tips Segment donors into different groups – Ask close friends and family for higher amounts Ask other friends and family for $25 - $75 Create suggested amounts to encourage higher donations: $250, $150, $100 ,$75, $50, $25 Ask for smaller donation amounts from weaker ties such as online friends or distant friends *based on range of 36 – 40 donations per page

25. …and keep these benchmarks in mind Marathon fundraisers need 36 to 40 donations to meet a requirement of $3300 5K and 10K fundraisers usually get 7-8 donations per page *based on range of 36 – 40 donations per page

26. Distribution per page: marathon top 25% * Based on top 25% of fundraising pages

28. If you want to raise over $15,000, focus on $500+ donors

30. But higher amounts come in earlier

31. Average donation size vs. number of donations *represents donations per month

32. Top 25% fundraisers receive higher donation amounts * Average donation amount received per month

33. Most plan to continue raising money after race day Source: FirstGiving post-race survey

35. The average donation amounts are highest early in the fundraisingcycle

36. Most fundraisers continue fundraising after the marathon.

37. Fundraisers with higher goals receive more per donor *based on range of 36 – 40 donations per page

39. Don’t give up! Post-event fundraising returns higher donation amounts per donor*based on range of 36 – 40 donations per page

41. 85% of returns are from Facebook, followed by Yahoo!, Twitter, and then Linkedin*based on range of 36 – 40 donations per page

42. Is it ever too late to start? Test case Sent an email reminder to inactive page creators 1 week before the marathon event 10% opened email 10% of those activated pages Total raised in 1 week by activated pages = $14,690

44. Send a targeted activation email at least one month before the event

46. Fundraisers represent all types of runners“Have you run a marathon before?” 46% 54% Source: FirstGiving post-race survey

47. Expect repeat fundraisers for your cause:“Do you plan to raise money again for the same cause in another endurance event?” Source: FirstGiving post-race survey

48. Approximately 10% are qualified runners Source: FirstGiving post-race survey

49. Email to runners series“I loved the emails, updates and tips, they were all very helpful!”

50. Email to runners series“I loved the emails, updates and tips, they were all very helpful!”

51. Email to runners series“I used a lot of the ideas that I got in your e-mails”

54. Wrap-up: Key findings ✪The typical fundraiser employs a combination of offline and online mechanisms to reach the fundraising minimum ✪Largest percentage of donations are ✔ $25 - $75 and ✔ $100 - $150 ranges ✪ To raise the minimum, the typical fundraiser needs ✔ 36 – 40 donations per page for a marathon ✔ Expect 7 – 8 donations per page for a 5K or 10K race *2010 Boston Marathon was held April 19

55. Wrap-up: Key findings ✪ Most marathon donations arrive ✔ In the 4 months prior to the event but ✔ donations 7 – 5 months prior are higher amounts ✪ The top fundraisers get higher average donation amount, and many more $100 - $150 donations ✪ Your fundraisers are likely to raise money for your cause in another event *2010 Boston Marathon was held April 19

56. Resources for Runners and Nonprofits Running Blog: FirstGiving for Runners: http://runners.firstgiving.com Facebook Group: FirstGiving for Runners: http://www.facebook.com/home.php?sk=group_108926099171285 Online Fundraising Blog: http://blog.firstgiving.com Create a fundraising team or event: sales@firstgiving.com

57. Thank you! Contact us: andrew@firstgiving.com debra@firstgiving.com Twitter: @firstgiving, @askdebra And don’t forget FirstGiving’s online spaces for runners: FirstGiving for Runners Blog: runners.firstgiving.com FirstGiving Facebook Page: http://www.facebook.com/firstgiving FirstGiving for Runners Facebook Group: http://www.facebook.com/firstgiving#!/home.php?sk=group_108926099171285 Flickr FirstGiving Event Photos: http://www.flickr.com/groups/firstgivingevents/