THE FUNDRAISING FORMULA: HOW PARTNERING WITH A CHARITY MAKES A GOOD EVENT GREAT

Transcription

1 THE FUNDRAISING FORMULA: HOW PARTNERING WITH A CHARITY MAKES A GOOD EVENT GREAT Donna Grogan, Vice President, Business Development The Leukemia & Lymphoma Society October 24,

2 WEBINAR FORMAT Presentation: minutes Q&A to follow Audio: Streaming via your computer speakers, close or minimize other applications for best results If your computer does not provide sound, dial-in toll-free: (US) Conference Code: How to submit a question: Click on the Q&A tab on the top right-hand side of your screen and type into the text window 2

3 TODAY S SPEAKER Donna Grogan Donna Grogan Donna Grogan, Vice President for The Leukemia & Lymphoma Society (LLS), is responsible for cultivating key partnerships to drive the strategy and direction for new revenue opportunities for the 61 LLS chapters in the United States and Canada. Donna has held numerous leadership positions since joining LLS, working on both the chapter and national level. Working for The Leukemia & Lymphoma Society allows Donna to pair her passion for developing creative business ideas with her desire to fund cures for cancer. 3

4 Poll question: Let s hear from you 4

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6 WHAT PARTICIPANTS ARE TELLING US According to the Running USA 2011 National Runner Survey: 42% say participation in running is influenced by a charitable cause or affiliation 57.8% cite a charity affiliation as somewhat important to important as a factor in determining how much one is willing to pay for a race entry 19.6% cite it benefits an important cause as a factor that determines event participation in the next 12 months 6

7 WHAT WE KNOW ABOUT CHARITY PARTICIPANTS Team In Training 40,000+ participants register annually; 570,000 alumni 4MM+ interactions and 55MM+ impressions annually Demographics: Gender 73% Female Average Age - 32 College Educated 94% Average HHI - $87,000 Own a Home 74% Married 48% Children 38% 7

8 WHAT WE HEAR FROM RACE DIRECTORS I am not sure I raised enough money for the charity...how much are other races giving? How can I make a bigger impact? How do we motivate our employees to fundraise for a race or other sporting event? How do I know if I made an Impact? We're fitness & entertainment, why do we need a charity? 8

9 You must be the change you wish to see in the world. - Mahatma Gandhi 9

10 CONNECTING WITH A CHARITY First: Connect to your participants on an emotional level Second: Assure participants that their support will make a difference How will the money raised be used Show your impact Choose strong messages & messengers Charity goals: The life cycle Recruitment Fundraising Awareness 10

11 MISSION FOR CHARITY PARTNERSHIP Define goals Create a connection Identify & partner with a charity Clarify partnership & agree to terms Post event debrief 11

12 MISSION FOR CHARITY PARTNERSHIP Define Goals Financial Give back to a charity Sponsor relationships More race participants Define charity program One charity, multiple charities Levels of participation & benefits Brand awareness Introduce race brand to new demographic of athletes 12

13 MISSION FOR CHARITY PARTNERSHIP Create a connection Charity creates the connection between community, fitness & fundraising According to Running USA, people are more likely to run if the following conditions exist: Could become more fit: 51% Had someone to run with: 31.5% Had a goal that benefits a cause: 26% 13

14 MISSION FOR CHARITY PARTNERSHIP Identify & partner with a charity Mission Aligned with mission of race organization Aligned with sponsor(s) mission National or local what is their reach? Connection to current or potential event sponsors Media opportunities 14

15 MISSION FOR CHARITY PARTNERSHIP Clarify partnership & agree to terms Length of partnership Collaborate on creation of a movement toward the mission Set clear and aggressive goals Identify a key stakeholder from race operations to focus on charity engagement Discuss and agree upon activation strategies 15

16 MISSION FOR CHARITY PARTNERSHIP Post event debrief Shared responsibility Highlight successes of partnership Discuss opportunities for improvement Develop planning cycle for next event Celebrate & update Acknowledgements Website 16

17 WHAT A CHARITY PARTNER CAN DELIVER Association of your race with a national or local charity Exposure of your race brand among a group of athletes who are affluent consumers Millions of impressions nationwide or hundreds of thousands on a local level Training program & the social aspect Race weekend volunteers 17

18 WHAT A CHARITY PARTNER CAN DELIVER Association with a mission Visibility in your community, with consumers and sponsors Exposure to a new participant base Most are new to the sport Ability to communicate with charity participants throughout the recruitment and training period Impressions Charity partners provide additional marketing opportunities via website promotions, event communications and growing social media campaigns 18

19 WHAT A CHARITY PARTNER CAN DELIVER Social engagement opportunities Training program 4-5 months Engage consumers & community Ability to create opportunities for exposure to your race sponsors & local retailers to drive engagement & event participation Race weekend volunteers Opportunity to educate about charity mission 19

20 Poll question: Let s hear from you 20

21 GOOD PARTNERSHIP = STRONG ACTIVATION 21

22 GOOD PARTNERSHIP = STRONG ACTIVATION Race partnership: Elements of success Marketing & promotion: Recruitment Fundraising Awareness 22

23 GOOD PARTNERSHIP = STRONG ACTIVATION Race partnership: Elements of success Create a clear participant communication plan that incorporates charity partner at all stages of event promotion Dedicated s & e-newsletters Targeted social media communications Donation & fundraising opportunities 23

24 GOOD PARTNERSHIP = STRONG ACTIVATION Race partnership: Elements of success Website promotion Pre event - participant recruitment Post recruitment - fundraising opportunities Post event acknowledgement 24

25 GOOD PARTNERSHIP = STRONG ACTIVATION Race partnership: Elements of success Leverage sponsor relationships & opportunities Corporate teams Corporate responsibility Team building Recognition Corporate sponsor promotion Special promos 25

26 GOOD PARTNERSHIP = STRONG ACTIVATION Race partnership: Elements of success Fundraising Via registration (donations, opportunity to fundraise as individuals) Campaigns (social media) Corporate sponsor programs employee teams, special promotions 26 Event weekend fundraising special merchandise, round-up campaigns, donations, icon sales, etc

27 EVENT WEEKEND ACTIVATION Race bib designation Special color Race weekend announcements Honorary charity race starter Press opportunities at the start/finish Charity partner race corrals & port-a-potties Team fundraisers & donors Finish tape holders 27

28 MEDIA OPPORTUNITIES Media opportunities Engage celebrities Celebrate special stories to drive participation, donations and awareness Integrate charity partner into press events 28

29 CHARITY BRANDING & MESSAGING Awareness Share your fundraising success Everyone feels a part of the mission 29

30 CHARITY BRANDING & MESSAGING Awareness Promote charity brand & message visually to engage more people Expo Start & finish banners Finish chutes Cheer zones Finish area 30

31 CHARITY BRANDING & MESSAGING Awareness Volunteer training Engage & educate event & medical volunteers on charity partner Race weekend volunteer shirts are branded with charity partner logo Send event weekend acknowledgements on behalf of race management & charity partner 31

32 WRAPPING UP... Define your goals Create a connection How to partner with a charity & why Identify creative ways to leverage key assets to promote race brand & charity partner through the life cycle: Recruitment, fundraising, awareness 32

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34 Click on the Q&A tab & type in the text window 34

35 THANK YOU 35