This document discusses strategies for creating emotional connections and building relationships with participants in charity events. It notes that charity events now make up a significant portion of income for many large charities. However, there is greater competition and challenges in engaging newer generations of supporters. The document advocates moving from process-driven events to ones that foster belonging, excitement, celebration and empathy at every step. This will help increase loyalty, recruitment and revenue by strengthening the emotional connection between participants and the charity brand.

1. Welcome and introduction
Chris Norman, Strategy Director
In association with:

2. Charity events have come of age
• Significant growth in charity events over the last 10 years
– increasingly difficult to recruit committed givers led to increased
investment in events
– Change in the desires of prospects
The valley of death
Susan Supporter
Dorothy Donor
2010
– Brand led charities
– Success of events (over 15-20% of the largest charities income)
has led to smaller charities investing in events

3. But we face some serious challenges
• Commercial brands in our territory – Nike, Ben and Jerry’s, Red Bull,
Innocent, Cadbury, Doritos
• BBC charity events
• Greater competition within the sector
• Evolving to reflect the desires of the ‘new’ generation of supporters
Baby Boomers, Gen X, Gen Y, Millennials
Susan Supporter
Dorothy Donor
2010

4. Success depend on understanding the world we work in
“Over the last 50 years the economic base has shifted from production
to consumption. It has gravitated from the sphere of rationality to the
realm of desire; from the objective to the subjective; to the realm of
psychology”
New York Times February 2000

5. Charity events happen in the real world
New economy
Old Economy
Experience economy
Product economy
Fast development to market
Slow development to market
Focus on brands and emotions
Focus on production and process
All about connections and
All about numbers relationships
Driven by need Driven by desire
Corporate brands
Less about product more about emotional connections and
long term relationships with the brand based on values
Some Charity brands
More about product and the process of extracting money
and time through a transactional relationship

6. A future based on connections and relationships
• Attract past and prospective participants through emotional
connections with the event, the brand and the cause
– Grow, or launch, in a more competitive market
• Maximise income and retention through meaningful and valued
relationships for the whole journey and beyond
– Increase repeat participation
– Deepen involvement
– Increase average income per participant
– Increase influence of participants on their peer group to take part or
support the event

7. Participant’s emotions 1996
Signing up Pre event Post event
Excited
Excited Relieved
Inspired
Isolated/lonely Achievement
Moved
Nervous Fatigued
Determined
Determined Harassed
Energised
Intimidated Deflated
Motivated
Overwhelmed Overwhelmed
Confused

8. Participant’s emotions 2009
Signing up Pre event Post event
Excited
Excited Relieved
Inspired
Isolated/lonely Achievement
Moved
Nervous Fatigued
Determined
Determined Harassed
Energised
Intimidated Deflated
Motivated
Overwhelmed Overwhelmed
Confused

9. Evolving connections and relationships
“It is my duty “I will feel good
to give to being involved
DESIRE
charity” with X charity”
NEEDS
Cultural Meaning Emotional Loyalty
relevance connection =
“X charity is a modern “X charity can also
dynamic brand reflecting guess my other needs
me and my life” when it come to
supporting a cause”
I need it I want it I will take it I will take more

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17. The emotional connection –
every step of the way
Cancer Research UK Race for Life
Natasha Samek, Planner

18. “If you could bottle the day’s experience you’d make a
fortune. A unique balance of remembrance and
celebration.”

19. But there’s much more to the race experience than
the day

20. The sum of all these brand connections create the
lasting impression of Race

21. Process-driven journey lacking in emotional
connection: dampening spirit of Race for Life brand

22. At what cost?
• Perceived as a once in a lifetime event: no need to take part every year
• Key barrier to entry (sponsorship) amplified
• Energy and excitement lost – significant effort (and cost) required to re-
energise in following year
• Not addressing (industry) decline in sponsorship rates
• Lack of loyalty – limited protection against new competitors

23. Solution: inject emotion throughout Race for Life
BELONGING
EXCITEMENT
CELEBRATION
FUN
EMPATHY
Emotional
engagement
And
continue the
journey!
Time

24. Moving from…
Supporter
Supporter JOURNEY
EXPERIENCE
Focus on driving
Focus on efficiency of
emotional connection
process
and relationship
Race for Life - on one
Race for Life – for life
day

25. And ultimately growing retention, recruitment and
revenue
• Addressing key barriers and strengthening motivations to repeat
participation:
– Belonging – enhancing sense of community
– Creating personal relationship between Race for Lifers and the brand
– Sense of loyalty
• Heightened motivation to fundraise, bring supporters, recruit, others
• Talkability!! – WOM key driver of recruitment
• Merchandising and sponsorship opportunities
• Brand extensions

26. Reliving the emotion of the day: Race newsletter

27. Demonstrating genuine thanks: video viral

28. Human values and motivations
Jules Cooper
MD and Lead Trainer
Jules Cooper Ltd.

29. 5 steps to building emotional connections and
relationships with your audience
• From donors to people
– Donors transact, people have emotional desires
• From product to experience
– Products fulfil needs, experiences fulfil desires
• From identity to personality
– Identity of recognition, personality is character and charisma
• From communication to dialogue
– Communication is telling, dialogue is sharing
• From service to relationship
– Service is selling, relationship is acknowledgement and respect

30. Good Bites…on events
Any questions?
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