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Artez Interactive - Trends in 'a-thon' Fundraising Part 2: United States
 

Artez Interactive - Trends in 'a-thon' Fundraising Part 2: United States

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The economy had a major impact on programs in 2009. A couple of weeks ago we discussed the results of Top 20 Walks/Runs/Rides Canada 2009 study. This time we are going to take a closer look at what ...

The economy had a major impact on programs in 2009. A couple of weeks ago we discussed the results of Top 20 Walks/Runs/Rides Canada 2009 study. This time we are going to take a closer look at what has been happening in the US. The top thirty "thon" fundraising programs generated more than $1.62 billion in gross revenue for charity last year, down from $1.76 billion in 2008. The collective $133.9 million drop was the first overall decrease in revenue ever recorded in the US. Learn who was up, who was down and why from the fourth annual benchmarking study presented by Run Walk Ride Fundraising Council President David Hessekiel.

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    Artez Interactive - Trends in 'a-thon' Fundraising Part 2: United States Artez Interactive - Trends in 'a-thon' Fundraising Part 2: United States Presentation Transcript

    • Trends in ‘a-thon’ Fundraising Part 2: United States
    • Our Presenters David Hessekiel Dianne Sheridan - Host President Vice President Run Walk Ride Fundraising Council Artez Interactive
    • Webinar Tips  This webinar is being recorded and will be available on our website shortly  If you have any technical troubles, please use the “chat” feature  We will take all questions at the end. Please use the “raise hand” or “chat” feature to ask a question.
    • A look at US “thon” fundraising in 2009
    • How We Did It • Surveys to all the organizations we could find that have substantial programs • Information gathered on 57 programs – Public data used when necessary & possible – Estimate used where necessary
    • Top Line Results • The Top 30 Programs – Raised over $1.62 billion in 2009 – Involved over 11.2 million people – Include many types of events • 21 welcome walkers and runners • 8 welcome cyclists • 2 endurance series (TNT & Team Challenge) • 2 are school-based programs • Short walks to hardcore rides
    • A Year of Decline for the Top 30 • Down 7.6% in revenue vs. +7.6% in 08 – Down $134 million vs +$121 million in 08 • 20 of top 30 decreased in revenue – Only two of 10 that grew were “majors”
    • Dominated by the Top 10 • Top 10 programs collected 74.1% of dollars raised by top 30 (75% in 2008) Top 10 Bottom 20
    • The Bar Rose for Admission • #30 in 2008: Rodman Ride for Kids – $6.3 million • #30 in 2009: Rodman Ride for Kids – $7.2 million
    • Hellos and Goodbyes • Welcome to – Crohn’s & Colitis Foundation Team Challenge: #27 at $8.7 million – Audi Best Buddies Challenge: #29 at $7.4 million • Farewell (for now) to – Breast Cancer Ntwk of Strength Walk to Empower: #27 in 08 at $8.0 million, fell to #35 at $4.9 million – AIDS Walk NY: #29 in 08 at $7.3 million, fell to #33 at $5.6 million
    • The Top 10 #10 – American Cancer Society Making Strides Against Breast Cancer (same as in 2008) $60,000,000 – flat 700,000 Participants – up from 600,000 168 Events – up from 144 Founded 1980
    • The Top 10 #9 American Heart Association’s Jump Rope for Heart (same as 08) $63,000,000 – down 13.9% 26,100 events – up from 24,200 1,750,000 participants – down 2.8% Founded 1978
    • The Top 10 #8 -- National Multiple Sclerosis Society MS Bike Ride (same as 08) $79,400,000 – down 4.91% 91,150 Participants – up from 86,000 96 Events – down from 100 Founded 1980
    • The Top 10 #7 National Philanthropic Trust Breast Cancer 3-Day (down from #5) $85,000,000 – down 22.73% 43,000 Participants – down by 12,000 15 Events – up by 1 Founded 2003
    • The Top 10 #6 – Juvenile Diabetes Research Fndn. Walk to Cure Diabetes (up from #7) $90,000,000 – down by 10.00% 900,000 Participants – new counting method 225 Events – unchanged Founded 1980
    • The Top 10 #5 The Leukemia & Lymphoma Society Team In Training (down from #2) $98,991,000 – down 21.12% 40,000 Participants – unchanged Events 200 – up from 60 Founded 1988
    • The Top 10 #3 -- American Heart Association (tied) Start! American Heart Walk (up from #6) $100,000,000 – down 6.54% 1,000,000 -- unchanged 350 events – down from 425 Founded 1994
    • The Top 10 #3 – March of Dimes (tied) March for Babies (unchanged) $100,000,000 – down 13.04% 268,000 Participants – down from 450,000 940 Events – down from 950 Founded 1970
    • The Top 10 #2 – Susan G. Komen for the Cure Race for the Cure (up from #4 in 08) $120,283,614 – up 6.27% 1,523,067 Participants – up 53,057 117 Events (unchanged) Founded 1983
    • The Top 10 #1 – American Cancer Society Relay for Life (unchanged)* $405,017,000 (net) – down 5.81%* 2,825,700 participants – down 174,300* # of events – NA Founded 1985 *ACS declined to provide data RWRF estimates based on median revenue change of other top 29 programs
    • Biggest Drops • By Dollars Raised – Team in Training: down $26.5 million – ACS Relay for Life: down $25 million – NPT Breast Cancer 3-Day: down $25 million – March for Babies: down $15 million – AHA Jump Rope for Heart: down $10.2 million – JDRF Walk to Cure Diabetes: down $10 million – NMSS Walk MS: down $8.7 million
    • Biggest Percentages Drops • By % Revenue Decrease – NPT Breast Cancer 3-Day • Down 22.7% from $110 to $85 million – Team in Training • Down 21.1% from $125.5 to $99 million – Walk Now for Autism Speaks • Down 16.2% from $29.5 to 24.7 million – NMSS Walk MS • Down 15.3% from $57 to $48.2 million – CROP Hunger Walks • Down 15.2% from $17.1 to $14.5 million – AHA Jump Rope for Heart • Down 13.9% from $73.2 to $63 million – MOD March for Babies • Down 13.0% from $115 to $100 million
    • Million+ Gains • SGK Race for the Cure – Up $7.1 million, 6.3% • Crohn’s & Colitis Team Challenge – Up $4.2 million, 93.3% • Alzheimer’s Association Memory Walk – Up $2.9 million, 7.5% • Audi Best Buddies Challenge – Up $1.8 million, 31.4% • LIVESTRONG Challenge – Up $1.1 million, 10.7%
    • Top 10 by Participants 1. American Cancer Society Relay for Life: 2,825,700* 2. American Heart Association Jump Rope for Heart: 1,750,000 3. Susan G Komen for the Cure Race for the Cure: 1,576,124 4. American Heart Association Start! Heart Walk: 1,000,000 5. Juvenile Diabetes Research Fndn. Walk to Cure Diabetes: 900,000 6. American Cancer Society Making Strides Against BC: 700,000 7. American Heart Association Hoops for Heart: 330,000 8. March of Dimes March for Babies: 268,000 9. Alzheimer’s Association Memory Walk: 266,762 National Down Syndrome Society Buddy Walk: 250,000 NOTES: Relay for Life figure is a RWRFC estimate
    • Top 10 by # of Events 1. American Heart Association Jump Rope for Heart: 26,100 2. American Heart Association Hoops for Heart: 4,800 3. American Cancer Society Relay for Life: 4,644* 4. Church World Service CROP Hunger Walk: 1,600 5. March of Dimes March for Babies: 940 6. Cystic Fibrosis Foundation Great Strides: 600 7. Alzheimer’s Association Memory Walk: 596 8. National MS Society MS Walk: 530 9. American Heart Association Start! Heart Walk: 350 10. National Down Syndrome Society Buddy Walk: 275 Note: RWRFC estimate
    • Optimistic Revenue Forecasts • Of 44 groups that provided a forecast – One predicted a revenue decrease of 6% – Six predicted no growth – Seventeen predicted single-digit growth – Seventeen predicted double-digit growth – Two predicted triple-digit growth • Range: -6% to +300% • Median: 7.25% • Mode: 10% (seven forecast this)
    • Athletic Event Fundraising Organizer Concerns A variety of worries – The Economy (most common) – Online systems frustration – Competition for corporate teams – Individual, Team and Volunteer Recruitment and Retention – Morale – Competition for marathon slots
    • Lessons from the data • Individual fundraising was down for most events BUT participation levels were stable • Thon fundraising remains attractive to participants even in a down economy • To overcome a tougher fundraising climate, programs must provide participants with more tools, better coaching and greater motivation to raise money
    • Dive into the data yourself • Go to the research section of www.runwalkride.com for a one-page summary • Become a RWRFC member to receive a copy of the data CD with four years worth of in-depth data
    • Upcoming Webinars  “You Got Chocolate in My Peanut Butter...” Synchronizing Online & Offline Fundraising Presented by Philip King (Artez), Neil Gaillaford (Stephen Thomas) & Claire Kerr (Artez)  April 29th @ 1 pm ET (North America) Register at www.artez.com
    • Calendar Notes  April 23rd: Digital Leap, Toronto We are presenting  A digital conference for Non-profit marketers & fundraisers  More info at www.digitalleap.org  May 5th: AFP Fundraising Day, Ottawa We are attending May 11th: IFC Online e-Conference We are presenting  More info at http://www.resource-alliance.org/ifconline/
    • THANK YOU !  Check Out “Digital Fundraising Podcast” on iTunes  Follow Artez on Twitter: @artezonline  Become our friend on Facebook: /artezinteractive