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Marathon Fundraising Best Practices
Marathon Fundraising Best Practices
A Look at the Boston, Chicago & New York City Marathons*
*all data is derived from Fir...
Donor Engagement
How do I convert donors into
active supporters and
fundraisers?
How do we take advantage of
our fundraise...
Plan Ahead...Start NOW!
 Fundraising strategy and planned activities should be
finalized no later than 6 months in advanc...
SCEETiming Is Everything
$159,391
$249,785
$347,053
$410,160
$5,232 $6,186 $170 $153 $409 $542 $8,277 $34,736
Event Date: ...
Let Your Support Network Work For You!
 Empower your supporters with tools that will not only
allow them to make direct d...
SCEETeach Them How To “Fish”
523 547
434
282
553
454
Boston Chicago New York
2011
2012
Number of Fundraising Pages Per Eve...
What Makes the Top Fundraisers Stand Out?
 Much like you, they plan ahead. Runners must typically
begin fundraising at le...
Use the draw of the race to
connect with fundraisers that
are already supporting your
mission.
Develop a plan of execution...
Harness the power of the endurance event...
SCENConnecting with Fundraisers
FACT: In 2012, more than 12M
participants took...
Harness the power of peer-to-peer networks...
SCENConnecting with Fundraisers
 P2P platforms quickly connect event partic...
Anecdotal insight from the RUN FOR AUTISM, Organization for Autism Research...
SCENConnecting with Fundraisers
Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fund...
Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fund...
Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fund...
Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fund...
Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fund...
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Marathon Fundraising Best Practices

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In this webinar, FirstGiving and the Organization for Autism Research draw from 2 year's worth of fundraising data collected from the New York, Chicago, and Boston marathon to give you best practices and tips to maximize your marathon fundraising. Whether you're a nonprofit or an individual raising money, follow these tips for sound success.

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Transcript of "Marathon Fundraising Best Practices"

  1. 1. Marathon Fundraising Best Practices
  2. 2. Marathon Fundraising Best Practices A Look at the Boston, Chicago & New York City Marathons* *all data is derived from FirstGiving fundraising totals for all nonprofits that participated in one of these three marathons in 2011 and 2012.
  3. 3. Donor Engagement How do I convert donors into active supporters and fundraisers? How do we take advantage of our fundraisers’ networks? Planned Fundraising Key Takeaways How soon do I begin planning my fundraising efforts? Are there any critical fundraising periods leading up to an event? The Top 25 Who are my top fundraisers and what makes them so successful? SCEEMarathon Fundraising Best Practices
  4. 4. Plan Ahead...Start NOW!  Fundraising strategy and planned activities should be finalized no later than 6 months in advance. This is especially important for new supporters that lack fundraising or marathon participation experience.  The average donation level typically peaks in the 4 months leading up to the endurance event.  Reach out to your donors and fundraisers early and often. Timing Is Everything
  5. 5. SCEETiming Is Everything $159,391 $249,785 $347,053 $410,160 $5,232 $6,186 $170 $153 $409 $542 $8,277 $34,736 Event Date: Third Monday of April $1,772 $16,400 $25,908 $18,693 $25,285 $40,876 $58,853 $96,808 $218,465 $153,532 $8,382 $1,593 Event Date: Second Sunday in October $4,078 $2,204 $4,140 $66,334 $35,270 $28,312 $66,216 $197,402 $292,809 $256,459 $64,883 $6,617 Event Date: First Sunday in November
  6. 6. Let Your Support Network Work For You!  Empower your supporters with tools that will not only allow them to make direct donations but will also allow them to solicit donations from friends and family.  Optimize donation opportunities by encouraging your supporters to create individual fundraising pages and campaigns.  Incentivize your supporters with recognition and awards for reaching fundraising milestones with the help of family and friends. Teach Them How To “Fish”
  7. 7. SCEETeach Them How To “Fish” 523 547 434 282 553 454 Boston Chicago New York 2011 2012 Number of Fundraising Pages Per Event $3,287 $1,216 $3,324 $3,026 $1,319 $3,072 Boston Chicago New York 2011 2012 Average Amount Raised Per Fundraiser Total Number of Donations $20,655 $10,503 $14,218 $10,877 $11,351 $13,805 Boston Chicago New York 2011 2012
  8. 8. What Makes the Top Fundraisers Stand Out?  Much like you, they plan ahead. Runners must typically begin fundraising at least 4 months prior to the marathon to meet fundraising goals.  They communicate consistently and clearly. Their donors know why they support the cause and remain connected to the cause through regular fundraising updates, and post-race “thank you” messages.  They don’t neglect residual giving! Post-event donation solicitations actually yield higher-than-average donation amounts. Keep pushing those donation goals! Identify Ambassadors
  9. 9. Use the draw of the race to connect with fundraisers that are already supporting your mission. Develop a plan of execution that includes best practices at every stage: planning, promotion, during the event and post-event. I want to implement these practices for my nonprofit... SCENHow To?
  10. 10. Harness the power of the endurance event... SCENConnecting with Fundraisers FACT: In 2012, more than 12M participants took part in a run, walk, ride or tri tied to charity* 34% of all participants in endurance events are motivated by raising money for a charitable cause. Your supporters are already there…go engage them! * 2012 Run Walk Ride Fundraising Survey Top 30 Report.
  11. 11. Harness the power of peer-to-peer networks... SCENConnecting with Fundraisers  P2P platforms quickly connect event participants with nonprofits  Fundraisers become evangelists for both the race and the nonprofit’s cause  P2P expands network of participants as well as exposure to new donors
  12. 12. Anecdotal insight from the RUN FOR AUTISM, Organization for Autism Research... SCENConnecting with Fundraisers
  13. 13. Social media and peer-to-peer fundraising go hand-in hand SCENDeveloping An Engagement Plan
  14. 14. Social media and peer-to-peer fundraising go hand-in hand SCENDeveloping An Engagement Plan  Relies on an individual fundraiser’s network of friends and family  Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…
  15. 15. Social media and peer-to-peer fundraising go hand-in hand SCENDeveloping An Engagement Plan  Relies on an individual fundraiser’s network of friends and family  Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…  Planning: Identify the race you would like to align with based upon location, level of experience in marathon fundraising, etc. Find creative ways to reach out to solicit donor support and participation in an upcoming race.
  16. 16. Social media and peer-to-peer fundraising go hand-in hand SCENDeveloping An Engagement Plan  Relies on an individual fundraiser’s network of friends and family  Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…  Promotion: Talk about it, tweet about it, chat about it…keep talking about it…now talk some more. Your supporters don’t mind!
  17. 17. Social media and peer-to-peer fundraising go hand-in hand SCENDeveloping An Engagement Plan  Relies on an individual fundraiser’s network of friends and family  Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…  During the Event: Share important milestones. Highlight progress to goal to help build momentum – people want to jump on board when they see others doing so.
  18. 18. Social media and peer-to-peer fundraising go hand-in hand SCENDeveloping An Engagement Plan  Relies on an individual fundraiser’s network of friends and family  Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…  Post-Event: Thank your supporters, recognized them and celebrate with them again and again.
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