HOW TO RAISE MORE FUNDS FROM CHALLENGE EVENTS. Sir Erich Reich Howard Whiteson Alex Edwards

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1 HOW TO RAISE MORE FUNDS FROM CHALLENGE EVENTS Sir Erich Reich Howard Whiteson Alex Edwards

2 Classic Tours Our Credentials Originators of charity challenges 50,000 participants 1200 challenges in 65 countries charities 21 years Over 85 million raised!

3 Why Offer Challenge Events Raise MORE funds Motivate your supporters Attract new supporters Increase awareness of your cause

4 Who Do They Appeal To? All socio economic groups Generally more men on bike rides / more women on treks year olds bike rides year olds treks Younger supporters shorter events with lower sponsorship

5 Challenge Events Key Factors Many of the UK s 180,000 UK charities have never tried this type of fundraising Large section of society never done a challenge event The challenge must be the focus Majority of funds raised from new sources Family, friends & colleagues get involved Supporters often become lifelong ambassadors

6 Where Are We Now? Economic climate demand for lower sponsorship Mass participation events popular Olympic effect boom in cycling Rise in obesity get fit & healthy on a challenge Internet & mobile phones changing how we communicate Social media can now engage & interact with challengers & reach their friends & contacts

7 Our Top 10 Tips to make challenge events work for you

8 1. Choose the Type of Event Bespoke Challenges Consortium Challenges Corporate Challenges Open Challenges Mass Participation Events

9 Bespoke Challenges What? Exclusive challenge for 30+ supporters of ONE charity Benefits High potential fundraising return due to group size Supporters are a captive audience on the event Challenge is customised to the charity High level of charity participant bonding

10 Consortium Challenges What? 4-5 charities team up to find 30+ supporters between them Benefits Good potential fundraising return Offer a challenge without the commitment of filling a whole group Limited charities involved often from the same sector feels like your event Operator usually does the mailings & admin

11 Corporate Challenges What? Exclusive challenge for 30+ staff of your corporate partner(s) Benefits High potential fundraising return due to group size Bonds the company and its staff to your charity Encourages team building & offers the company great PR opportunities Usually less marketing time required

12 Open Challenges What? Range of challenges open to supporters from ANY charity Benefits Fundraised income for little effort No minimum number of participants to find No risk & no financial outlay Operator usually does the mailings & admin

13 Mass Participation Events What? Challenge with a large number of participant places Can be exclusive to one charity or open to any charity Benefits High volume of participants can raise significant funds Often UK-based so low cost & accessible to all Operator usually does the mailings & admin. Usually over a short timespan, minimising impact on work life

14 2. Choose the Right Destination Look at your database try to profile who is your typical supporter - their age, sex and income o Bike rides generally attract more men and the average age is o Treks generally attract more women and the average age is (excluding Kilimanjaro) o Short haul challenges like London to Paris attract a younger market and are ideal for corporates Look at any links you have with certain countries Do you have a project anywhere that could be visited?

15 3. Give Yourself Time Allowing yourself enough time to market the events is key For a long haul event you need at least 12 months from launch to departure Aim to have your group signed up 6 months before departure so they have time to fundraise The time you have available each week to support your fundraisers will help them raise over and above the minimum amount

16 4. Design a Marketing Strategy Identify your target market - who are they? Past participants, supporters you currently have, new supporters Message what s unique about your challenge highest mountain, see a project, raise funds to build a school Method how are you going to tell people? Do you have a budget? Who can help you?

17 5. Marketing Ideas o Website o Newsletter o Mailings o Corporate Supporters o footer o Speculative ads o Word of mouth o E-shots o Use Incentives o Social Media o Get Trustees on board o Other events you can promote at e.g. your annual dinner TELL AS MANY PEOPLE AS YOU CAN!

18 6. Get Online! Google Grant you get 6300 worth of Google advertising for free as a charity! For details see: Facebook & Twitter set up a group just for this event or for your events in general. Update regularly with images and stories. Encourage signed up participants to join in and meet others Set up online fundraising page for your supporters e.g. Virgin Money Giving

19 7. Convert Your Enquiries 2.5% -4.5% of enquiries should immediately convert to bookings 10%+ conversion is possible HOW? o Send out Registration Pack ASAP o Follow up EVERY enquiry up to 3 times if there is a possibility they will sign up o Become an expert on the challenge product knowledge training o Provide help & advice with fundraising o Promote Info Days

20 8. Retain Your Supporters Provide strong fundraising support tried and tested fundraising tips, info about the charity, sponsor forms, collection tins and much more! The more support you give = more fundraising income There is a natural drop drop-out rate of around 10% - reduce this by helping and encouraging participants Keep in regular contact and thank them on behalf of the charity

21 9. Find Celebrities & Champions Celebrities can really help raise the profile of an event. They don t have to participate, they can endorse it, tweet about and encourage their fans to take part Champions if you have some really proactive supporters encourage them to bring a team. Ideal for corporate partners. Offer a special offer like a discounted reg fee if they get a team of 5

22 10. Knowledge is Power! You need to understand the event you re selling. How high is that mountain, how far do they cycle, where do they stay Talk about it with passion and enthusiasm Read up on the destination and what s happening in that country. Take note of special dates

23 Case Study Zoe s Place Baby Hospice, a small charity based in Liverpool, operated their first ever bespoke challenge event. It raised 112,000! So how did they do it?

24 Challenge Events You can do it! Choose the right event to work for your charity Devise a marketing strategy Allow yourself enough time to promote it Support your participants and they will go over and above the minimum amount Challenge events can raise substantial funds for your charity

25 Thank you! For a corporate case study, and more information on any challenges: howard@classictours.co.uk