This document discusses benchmarking for endurance programs. It provides data on the endurance program landscape and types of events and partnerships. Key findings from Blackbaud's 2012 peer-to-peer fundraising benchmark report show that endurance fundraisers outperform other types, raising more money per participant. Data from Running USA also demonstrates that running and charity have become intertwined, as runners frequently support causes through events. The presentation encourages comparing internal data to the benchmarks and mining organizational data to align with runner demographics.

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ENDURANCE PROGRAM
BENCHMARKING
Nancy Palo, Blackbaud Interactive Strategy Consultant

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•The Endurance Program Landscape
•Endurance Benchmarks:
Blackbaud’s 2012 Peer to Peer
Fundraising Benchmark Report
and if we have time….
• Running + Charity = True Love
(from one data geek to another!)
TODAY’S PRESENTATION

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THE ENDURANCE PROGRAM
LANDSCAPE

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ENDURANCE PROGRAMS

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TOP ENDURANCE PROGRAM REVENUE (IN
MILLIONS)
114 125 130
107 105 98
2006 2007 2008 2009 2010 2011
Run Walk Ride Top 30: Endurance Programs
Please note: Since 2006, only 1-2 Endurance programs made the Top 30 list each
year. At this time there is not a comprehensive list of all endurance programs.
Endurance Programs produced 6% of
Top 30 Run Walk Ride Revenue in 2011

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TYPES OF EVENTS

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TYPES OF PARTNERSHIPS
1. Beneficiary
2. Guaranteed Entry
3. Sponsorships

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FUNDRAISING OPPORTUNITIES
Revenue for Charity Partners
Optional
Fundraising
Donation
From
Organizer
Required
Minimums

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ENDURANCE BENCHMARKS:
BLACKBAUD’S 2012 PEER TO PEER
FUNDRAISING BENCHMARK REPORT

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•Data from 80 campaigns was used to
compile results
•Endurance fundraisers out perform all
Peer to Peer Fundraisers
•Donors give more to endurance
fundraisers
KEY ENDURANCE FINDINGS FROM 2012
REPORT

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Runs/Walks with Reg Fee
$227.55
Runs /Walks with No Reg Fee
$328.04
Long Distance
Runs/Walks
$588.27
Cycling Events
$669.29
Enduranc
e Events
$1,325.75
AVERAGE DOLLARS RAISED PER
FUNDRAISER
Endurance Fundraisers
Out Perform all Peer to
Peer Fundraisers

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FUNDRAISING ENDURANCE PARTICIPANTS
Key Performance
Indicator
All
Participants
Fundraising
Participants
Average Number of Emails
Sent Per Participant 23.74 41.30
Average Dollars Raised Per
Participant $1005.74 $1325.75
Average Number of Gifts Per
Participant 12.88 18.23
Percentage of Participants
Who Raise One or More Gifts 38.92% 49.36%

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NEW VS RETURNING ENDURANCE
PARTICIPANTS
Key Performance
Indicator
New
Participants
Returning
Participants
Average Number of Emails
Sent Per Participant 22.94 57.22
Average Dollars Raised Per
Participant $814.71 $1553.00
Average Number of Gifts Per
Participant 11.64 14.95
Percentage of Participants
Who Raise One or More Gifts 74.35% 78.17%

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Runs
/Walks
with No
Reg Fee
$47.63
Runs/Wal
ks with
Reg Fee
$53.05
Long
Distance
Runs/Walk
s
59.67
Cycling
Events
$68.10
Endurance
Events
$71.08
AVERAGE ONLINE GIFT AMOUNT
Endurance Donors Give More than all
Peer to Peer Donors

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RUNNING + CHARITY = TRUE LOVE
(FROM ONE DATA GEEK TO
ANOTHER!)

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THE RUNNING INDUSTRY IS EXPLOSIVE

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QUOTES FROM RUNNING USA’S 2012 STATE
OF RUNNING REPORT
“Running and charity are almost becoming so synonymous
that you almost cannot mention one without the other.”
“More and more events are aligning themselves with
charities and runners are sporting team jerseys to support
the cause.”
“There is no doubt that the part of the increase in road race
entrants over the past decade has been driven by
charitable running.”

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DEMOGRAPHICS FROM RUNNING USA’S
2013 NATIONAL RUNNER’S SURVEY
Core Runner Demographics & Behaviors
Average Age: 41.2
56.4% Female 43.6% are Male
65.5 % Married
75.8 % Bachelor’s Degree or Higher
88.1 % White/Caucasian
73.3% Household Income is $75K+
56.7 % Use Facebook Daily
87.5 % Register for Races Online
74.2 % Use Smartphones
66.3 % are Likely to Travel Overnight for a Race

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HOW DO YOUR PARTICIPANTS COMPARE? 1
OF 2
59%
62%
41%
38%
Runner Female vs Male Ratio
Female Male
Running USA Data Sample Charity Data

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HOW DO YOUR PARTICIPANTS COMPARE? 2
OF 2
35.3
35.2
38.2
36.5
Runner’s Average Age
Female Average Age Male Average Age
Running USA Data Sample Charity Data

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• Compare your endurance program data to Blackbaud’s 2012 Peer
to Peer Fundraising Benchmark Report.
- Are your participant’s performing above or beyond the median levels
presented in the report?
- In areas where you are below, what strategies do you have in place to
improve these numbers?
• Compare your constituent’s demographics to Running USA’s
National Runner’s Survey.
- Mine organizational constituents to match the demographics in the survey
and target them to fundraise on your behalf.
- Use data comparisons to develop your endurance program acquisition
strategies.
• If you don’t have an endurance program, START one!
KEY TAKEAWAYS