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.

1. Trends in ‘a-thon’ Fundraising Part 2:
United States

2. Our Presenters
David Hessekiel Dianne Sheridan - Host
President Vice President
Run Walk Ride Fundraising Council Artez Interactive

3. 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.

4. A look at US “thon”
fundraising in 2009

5. 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

6. 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

7. 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”

8. Dominated by the Top 10
• Top 10 programs collected 74.1% of
dollars raised by top 30 (75% in 2008)
Top 10 Bottom 20

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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%

24. 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

25. 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

26. 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)

27. 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

28. 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

29. 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

30. 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

31. 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/

32. THANK YOU !
 Check Out “Digital Fundraising Podcast” on iTunes
 Follow Artez on Twitter: @artezonline
 Become our friend on Facebook: /artezinteractive