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.

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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
  • 5 Tips for Race Fundraising Success

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