NACCDO Emotional Drivers by Collins Hickok Sargent Puskarich Sharpley


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Emotional Drivers

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NACCDO Emotional Drivers by Collins Hickok Sargent Puskarich Sharpley

  1. 1. Emotional Drivers for Third-Party Events Increase Gifts Using Unique Appeals Jennifer Hickok | Director, Special Events & Corporate Partners Roswell Park Alliance Foundation Roswell Park Cancer Institute Elm & Carlton Streets Buffalo, NY 14263 p: 716.845.1016
  2. 2. Relationship Process a. You’ve Done the Courtship – Steward and cultivate a relationship b. You’ve Popped the Question – Decision has been made to host an event c. You’ve Had the Wedding - The event is over and the thank you’s have been sent d. The QUESTION NOW IS… An event or program hosted by an outside individual or group where proceeds benefit Roswell Park Cancer Institute.  RPCI Team Cure program began in 2000  First year realized $150k  Today - $2mm (300 events annually)  Spin-Off Programs Created  Team Cure Challenge – 5k local events and Destination Marathons  Goin' Bald for Bucks® - Head-shaving program  Pediatrics – concentrated effort on pediatric-based fundraisers How do you continue growing the relationship after the honeymoon phase?
  3. 3. Were They Satisfied? Were You? Tier Structure & Challenges to Meet Requests • Based on dollars raised, or proposed to raise, you get “X” for “$” Commitment: Are they Passive or Active Donors • Disease Specific – Did they restrict dollars raised to a disease site? Is there an opportunity to discuss priority fundraising options with them? Capital Campaign or Specific Research initiative? • Emotional Engagement – Lunch with a Doctor; Invite them on a Tour • Patient Signature Society – Engagement of Grateful Patients to thank Donors Was There Trust Established? Transparency & Opportunity Status of Project Update is Crucial: Newsletters, Phone Calls, Tours, Physician/Researcher Engagement Successful Example The LoVullo Family 1st Donors 2nd Board Members 3rd Team Cure Event 4th Established Endowment 5th Gala Chairs 6th New Contacts (corporate and Individual) Major Emotional Drivers for Donors
  4. 4. Community Partners Program for NACCDO Kim Collins Director, CP Program The Ohio State Comprehensive Cancer Center- Arthur G. James Cancer Hospital and Richard J. Solove Research Institute
  5. 5. Looking Back… 2004 Community Partners -Twenty events raised $250,000 -$150,000 came from Cheryl’s Cookies promotion -James General Fund, Spielman Fund, Tressel Fund
  6. 6. Moving Forward… Five Year CP Income Comparison FY10 FY11 FY12 FY13 FY14 Total Gifts 1,725,000 $2,500,000 $3,450,000 $3,570,000 $4,000,000 No. of Events 270 300 340 446 525 Between FY 12 & 13 two significant changes occurred: -Moved Buckeye Cruise for Cancer to a signature event -Hired second full-time position for the CP program
  7. 7. Estimated number of touches ½ million people participate in these community initiatives and events per year
  8. 8. Success in Numbers -Grateful Patients -Research and Programs -Leadership and community exposure -Strong commitment from CP program -CPs generating CPs
  9. 9. What does commitment look like? -Guidelines & levels of support -Over communicate -Provide best practices -CP 101 learning -Build synergies -Find interested parties to participate and volunteer
  10. 10. What does commitment look like? -Marketing, social media -Stewardship opportunities -Involve entire Development Team -Involve Leadership
  11. 11. Stewardship matters -Lunches with Docs, researchers, stakeholders -Speakers at events -Check presentations -Research updates from publications -Impact Cancer recognition -Ambassadors program
  12. 12. Challenges -Capturing attendees names -Building Trust -Staffing team -Additional expectations from CP -Celebrity requests -Connecting out of state support
  13. 13. Where do we go from here? -National and regional cause marketing relationships -Corporate sponsorships (5K Race Series,) -James Days (golf) -OHSAA program Challenging climate: -Add staff -Add budget
  14. 14. Celebrating “10 Years of Teal” 11/09/2014 Run for Her® 5k Run & Friendship Walk Los Angeles Video 09/06/2014 New York Run for Her® 5k Run & Friendship Walk Hudson River Park Video 08/23/2014 Bay Area Run for Her® 5k Run & Friendship Walk Shoreline Park
  15. 15. More than 230,000 women are diagnosed with ovarian cancer worldwide each year, and approximately 140,000 of these women will die from the disease. Unfortunately, most cases are diagnosed in their later stages when the prognosis is poor. However, if diagnosed and treated early the five-year survival rate is over 90 percent. This is why it is important that the early signs and symptoms of the disease are recognized, not only by women, but also by their families and medical provider. Motivated by her mother's battle with cancer, Kelli Sargent created a marketing and operations plan for an ovarian cancer 5k run/walk for her Master's Degree thesis. She later partnered with Cedars-Sinai Medical Center to create run for her®, a 5k Run and Friendship Walk for Ovarian Cancer Research and Awareness. The inaugural event in 2005 took place in a Cedars-Sinai parking lot with 700 people and has now become one of the largest ovarian cancer run/walks in the nation with 5,500 participants in 2013 and Sleepwalkers in all 50 states and 15 countries. Nanci lost her battle to ovarian cancer, but her strength, inspiration, and compassion will continue through run for her® run for her® - The History. The Purpose. The Reason.
  16. 16. Run for Her has raised over $6 million for the Cedars-Sinai Women’s Cancer Program at the Samuel Oschin Comprehensive Cancer Institute
  17. 17. 2005 Cedars-Sinai Parking Lot 2013 Pan Pacific Park, Los Angeles
  18. 18. 3 Options Considered 1) Creating a 501 c 3 2) Partnering with an advocacy organization 3) Partnering with Cedars- Sinai Medical Center
  19. 19. Challenges • 501 c 3 – Legal Cost – Liability – Insurance – Time – Structure • Advocacy Organization – 20% must be donated to organization – Messaging Confusion on Beneficiary • Cedars-Sinai Medical Center – Loss of ownership – Approvals – Experience • 501 c 3 – 100% Ownership • Advocacy Organization – Marketing/Awareness Materials Provided – Able to use their 501 c 3 – Can benefit multiple organizations • Cedars-Sinai Medical Center – Established Brand – Donor trust in where the money goes – Internal Resources – Insurance/Legal/Liability Covered by Medical Center Benefits
  20. 20. 3 Events 3 Weekends  9th annual run for her 5k run & friendship walk  Inaugural run for her New York Walk  Annual run for her Kick Off Party
  21. 21. 2013 run for her® Highlights  Where: Pan Pacific Park, West Los Angeles  Amount Raised: Nearly $950,000  Participants: Over 5,500  Presenting Sponsors: LG, Pacific Sales, and DFS Galleria  Finish Line Festival: Over 20 vendors, Health Zone, Kids Zone, DJ, Awards, & Giveaways  Media Highlights: KTLA Channel 5 News, Good Day LA, SELF Magazine, Time Warner Cable, Examiner, and more!  Spokes Person: Kara Dioguardi  One of the world’s largest ovarian cancer run/walks in both size and fundraising
  22. 22.  Sunday, October 27, 2013  Hudson River Park  Over 200 Registrants  Nearly $100,000 Raised Click to Watch Video
  23. 23. To thank…to honor…to remember
  24. 24. In 2013, run for her® reached its goal of registering participants in all 50 states as well as 15 foreign countries. Be a part of the run for her®5k Run & Friendship Walk no matter where you live!
  25. 25. Sleepwalkers Around the World™
  26. 26. NACCDO Conference April 24, 2014 - Columbus, Ohio Mark Puskarich
  27. 27. Who Am I? Musician Recording Artist Music Producer Event Organizer Volunteer Philanthropist
  28. 28. In The Beginning Guitar student Trumpet student in school band who wanted to be a drummer
  29. 29. Aereon (1978 – 1982)
  30. 30. • The Story - 1998 • Lorne is diagnosed with Hodgkin’s Lymphoma in February 2000. • Six months of strong chemo followed up by one month of intense radiation. • December 2000 he is cancer free and in full remission
  31. 31. • The First CD - 2002 • Partnering with The James • The First Benefit Concert • Raised $35,000 mostly through donations for CDs • Website -
  32. 32. Lorne VanFossen
  33. 33. Flash forward 12 years from 2002 to 2014 • We Incorporate and apply for 501(c)(3) status with IRS in 2003 • Host annual benefit concerts and many other mini benefit events • We produce seven Christmas CDs and three non- Christmas CDs (Heather Pick “Circle of Support”) • Establish Sean Carney’s Blues for A Cure in 2007 and release 7 Blues for a Cure CDs and 20 benefit concerts
  34. 34. We’ve raised nearly $1,000,000 for cancer research, screenings & education
  35. 35. The Importance of Partnerships & Networking • From the beginning I partnered and participated in activities supporting The James including: •Stefanie’s Champions •The Buckeye Cruise for Cancer •The Spielman Scramble •The James Ambassadors Society •Pelotonia • Benefits of partnering: •We’re raising money for the same purpose •Increased awareness and support of my events •Sharing best practices and ideas
  36. 36. The Future •Established the Heather Pick Music Program Fund at The James • Introduce sponsors and supporters to The James by hosting dinners to share information in hopes that they will make an investment in helping The James create a cancer-free world • Continue to build relationships and partnerships with groups fighting cancer
  37. 37. “You win with people” Woody Hayes
  38. 38. Visit our website at Thank You!