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Event fundraising trends and the Edinburgh Marathon
The document discusses trends in event fundraising, revealing significant growth in various event types from 2011 to 2016, particularly in running and walking events. It highlights behaviors of successful fundraisers, emphasizing the importance of early page creation and utilizing platform tools, leading to increased donations. The document also identifies emerging trends, including VIP experiences and immersive events, as strategies to enhance participant engagement and fundraising success.
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Event fundraising trends and the Edinburgh Marathon
- 1. What’s next forevents? Discover the big event fundraising trends we’re seeing on JustGiving and the secrets of success of Edinburgh marathon runners Phoebe Sabin Customer Success Manager #scotconf17
- 2. Today’s topics • Eventfundraising trends • Event spotlight: Edinburgh marathon • The secrets of successful fundraisers • Emerging trends
- 3. WHAT EVENT FUNDRAISING TRENDSARE WE SEEING ON JUSTGIVING?
- 4. How we crunchedthe numbers When someone sets up a Fundraising Page on JustGiving, they tell us what they’re doing their fundraising for: If they select ‘an organised event’ or ‘personal challenge’, they can choose from a list of events that have been categorised under the following: running/marathons walks triathlons treks swimming cycling parachuting/skydives We class this as ‘event fundraising’.
- 5. The events marketis maturing, but still growing 2012 2016 106% growth
- 6. Running still dominates Datarepresents ‘event fundraising’ pages (as of 20 June 2017) 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000 Parachuting & skydives Triathlons Swimming Treks Cycling Walks Running / marathons Pages created per event type 2011 2012 2013 2014 2015 2016
- 7. But other eventsare growing in popularity 2011 vs 2016 1% 1% 2% 4% 9% 17% 64% 1% 1% 1% 2% 6% 9% 79%
- 8. And the moneythey raise 257% 237% 183% 161% 145% 77% 67% 0% 50% 100% 150% 200% 250% 300% Walks Swimming Cycling Treks Parachuting & skydives Triathlons Running / marathons Event fundraising growth per category 2016 vs 2011 (£ raised)
- 9. Event popularity andincome growth – 2011 vs 2016 Running Popularity: 23% Income: 67% Walks Popularity: 204% Income: 257% Cycling Popularity:124% Income: 183% Treks Popularity: 217% Income: 161% Skydives Popularity: 78% Income: 145% Swimming Popularity:187% Income: 237% Triathlons Popularity:103% Income: 77%
- 10. Walks £351 Running/ marathons £395 Cycling £770 Treks £914 Parachuting/ Skydives £606 Swimming £432 Triathlons £749 Edinburgh marathon £791 Average raisedincl. Gift Aid per active ‘event fundraising’ page in 2016 (as of 20 June 2017) Which events raise the most on average?
- 11. The battle ofthe sexes • Women, as a group, raise more for event fundraising • As more of them actively fundraise • BUT, men on average raise more per person for event fundraising
- 12. Pages created perevent category 2016
- 13. Men Women £388 page average £537 page average £ raised Acloser look at SWIMMING 0 500 1,000 1,500 2,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men Popularity
- 14. Men Women £599 page average £618 page average £ raised Acloser look at SKYDIVESPopularity 0 200 400 600 800 1,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 15. Men Women £318 page average £630 page average £ raised Acloser look at RUNNINGPopularity 0 20,000 40,000 60,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 16. Men Women £645 page average £831 page average £ raised Acloser look at TRIATHLONSPopularity 0 200 400 600 800 1,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 17. Men Women £728 page average £789 page average £ raised Acloser look at CYCLINGPopularity 0 2,000 4,000 6,000 8,000 18-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61-65 66-70 71-75 Women Men
- 18. EDINBURGH MARATHON FUNDRAISERS: WHATARE THE BEHAVIOURS THAT RAISE THE MOST MONEY?
- 19. 1) THEY ARRIVEEARLY TO THE PARTY
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- 22. APRILJANUARY £902 +£100 than the average! CREATEPAGE 90+ DAYS BEFORE
- 23. 2) THEY USEALL THE TOOLS IN THE TOOLBOX
- 24. 1. UPDATES 2.TARGET 3. PHOTOS 4. PROFILE PIC 5. STORY
- 25. 1. UPDATES Runners thatposted +3 updates to their fundraising page raised over £400 more than those who didn’t.
- 26. 2. TARGET People thatset a target raised more money. 42% more on average.
- 27. 3. PHOTOS Fundraisers thatshared 3 or more photos raised £550+ more money than those that didn’t.
- 28. 4. PROFILE PIC Aperfect excuse for a selfie – runners that added a profile picture to their page raised up to 31% more
- 29. 5. STORY Nothing beatsa story from the heart. Fundraisers with personalised stories raised £130 more that those that didn’t.
- 30. HOW MUCH MOREDID PEOPLE RAISE IF THEY USED ALL FIVE FEATURES?
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- 32. £625 MORE RAISED £397 vs£1,022
- 33. BONUS STATS £935 raised onaverage by Edinburgh marathon fundraisers using our mobile app
- 34. BONUS STATS JustTextGiving –any guesses for how much more this helped people raise?
- 35. BONUS STATS £200 moreraised when an Edinburgh marathon fundraiser promotes text giving to their page
- 36. WHAT ARE THEEMERGING EVENT TRENDS WE’RE SEEING IN THE MARKET?
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- 38. “We offer special experiences,for example we invite people to a tour of our labs, which not only makes them feel valued, but also gives us the opportunity to build a stronger relationship with them and help pave the way for future support” Jade Brent, Senior Events Manager
- 39. Passionate, personal voices raisemore money. What are you doing to make your most valuable event participants (and their loved ones) feel and share like this?
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- 42. Immersive experiences trigger astrong emotional reaction – connection, understanding, humility. How can you make your event participants feel like this?
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- 51. 1. Event fundraisingis maturing but still growing 2. Stay fresh by embracing the 5 key trends we’re seeing in the market 3. The early bird catches the worm – promote online fundraising early in your stewardship journey 4. Promote the right tools and tips proven to help people raise more
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