Marathon Fundraising Best Practices

Marathon Fundraising Best Practices

A Look at the Boston, Chicago & New York City Marathons*

*all data is derived from FirstGiving fundraising totals for all nonprofits that participated in one of these three marathons in 2011 and 2012.

Donor EngagementHow do I convert donors into active supporters and fundraisers?

How do we take advantage of our fundraisers’ networks?

Planned Fundraising

Key Takeaways

How soon do I begin planning my fundraising efforts?

Are there any critical fundraising periods leading up to an event?

The Top 25Who are my top fundraisers and what makes them so successful?

SCEEMarathon Fundraising Best Practices

Plan Ahead...Start NOW!Plan Ahead...Start NOW!

Fundraising strategy and planned activities should be finalized no later than 6 months in advance. This is especially important for new supporters that lack fundraising or marathon participation experience.

The average donation level typically peaks in the 4 months leading up to the endurance event.

Reach out to your donors and fundraisers early and often.

Fundraising strategy and planned activities should be finalized no later than 6 months in advance. This is especially important for new supporters that lack fundraising or marathon participation experience.

The average donation level typically peaks in the 4 months leading up to the endurance event.

Reach out to your donors and fundraisers early and often.

Timing Is Everything

SCEETiming Is Everything

January

Febru

ary

March

AprilMay

JuneJuly

August

Septe

mber

October

November

December

$159,391

$249,785

$347,053 $410,160

$5,232 $6,186 $170 $153 $409 $542 $8,277 $34,736

Event Date: Third Monday of April

January

Febru

ary

March

AprilMay

JuneJuly

August

Septe

mber

October

November

December

$1,772 $16,400 $25,908 $18,693 $25,285 $40,876 $58,853 $96,808

$218,465

$153,532

$8,382 $1,593

Event Date: Second Sunday in October

January

Febru

ary

March

AprilMay

JuneJuly

August

Septe

mber

October

November

December

$4,078 $2,204 $4,140 $66,334

$35,270 $28,312 $66,216

$197,402

$292,809 $256,459

$64,883 $6,617

Event Date: First Sunday in November

Let Your Support Network Work For You!Let Your Support Network Work For You!

Empower your supporters with tools that will not only allow them to make direct donations but will also allow them to solicit donations from friends and family.

Optimize donation opportunities by encouraging your supporters to create individual fundraising pages and campaigns.

Incentivize your supporters with recognition and awards for reaching fundraising milestones with the help of family and friends.

Empower your supporters with tools that will not only allow them to make direct donations but will also allow them to solicit donations from friends and family.

Optimize donation opportunities by encouraging your supporters to create individual fundraising pages and campaigns.

Incentivize your supporters with recognition and awards for reaching fundraising milestones with the help of family and friends.

Teach Them How To “Fish”

SCEETeach Them How To “Fish”

Boston Chicago New York

523 547

434

282

553454

20112012

Number of Fundraising Pages Per Event

Boston Chicago New York

$3,287

$1,216

$3,324 $3,026

$1,319

$3,072

20112012

Average Amount Raised Per Fundraiser

Total Number of Donations

Boston Chicago New York

$20,655

$10,503

$14,218

$10,877 $11,351 $13,805

20112012

What Makes the Top Fundraisers Stand Out?What Makes the Top Fundraisers Stand Out?

Much like you, they plan ahead. Runners must typically begin fundraising at least 4 months prior to the marathon to meet fundraising goals.

They communicate consistently and clearly. Their donors know why they support the cause and remain connected to the cause through regular fundraising updates, and post-race “thank you” messages.

They don’t neglect residual giving! Post-event donation

solicitations actually yield higher-than-average donation amounts. Keep pushing those donation goals!

Much like you, they plan ahead. Runners must typically begin fundraising at least 4 months prior to the marathon to meet fundraising goals.

They communicate consistently and clearly. Their donors know why they support the cause and remain connected to the cause through regular fundraising updates, and post-race “thank you” messages.

They don’t neglect residual giving! Post-event donation

solicitations actually yield higher-than-average donation amounts. Keep pushing those donation goals!

Identify Ambassadors

Use the draw of the race to connect with fundraisers that are already supporting your mission.

Develop a plan of execution that includes best practices at every stage: planning, promotion, during the event and post-event.

I want to implement these practices for my nonprofit...

SCENHow To?

Harness the power of the endurance event...

SCENConnecting with Fundraisers

FACT: In 2012, more than 12M participants took part in a run, walk, ride or tri tied to charity*

34% of all participants in endurance events are motivated by raising money for a charitable cause.

Your supporters are already there…go engage them!

* 2012 Run Walk Ride Fundraising Survey Top 30 Report.

Harness the power of peer-to-peer networks...

SCENConnecting with Fundraisers

P2P platforms quickly connect event participants with nonprofits

Fundraisers become evangelists for both the race and the nonprofit’s cause

P2P expands network of participants as well as exposure to new donors

Anecdotal insight from the RUN FOR AUTISM, Organization for Autism Research...

SCENConnecting with Fundraisers

Social media and peer-to-peer fundraising go hand-in hand

SCENDeveloping An Engagement Plan

Social media and peer-to-peer fundraising go hand-in hand

SCENDeveloping An Engagement Plan

Relies on an individual fundraiser’s network of friends and family

Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…

Social media and peer-to-peer fundraising go hand-in hand

SCENDeveloping An Engagement Plan

Relies on an individual fundraiser’s network of friends and family

Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…

Planning: Identify the race you would like to align with based upon location, level of experience in marathon fundraising, etc. Find creative ways to reach out to solicit donor support and participation in an upcoming race.

Social media and peer-to-peer fundraising go hand-in hand

SCENDeveloping An Engagement Plan

Relies on an individual fundraiser’s network of friends and family

Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…

Promotion: Talk about it, tweet about it, chat about it…keep talking about it…now talk some more. Your supporters don’t mind!

Social media and peer-to-peer fundraising go hand-in hand

SCENDeveloping An Engagement Plan

Relies on an individual fundraiser’s network of friends and family

Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…

During the Event: Share important milestones. Highlight progress to goal to help build momentum – people want to jump on board when they see others doing so.

Social media and peer-to-peer fundraising go hand-in hand

SCENDeveloping An Engagement Plan

Relies on an individual fundraiser’s network of friends and family

Social media is a great platform to connect a participant’s network with the cause they are championing and allows you to connect at every stage…

Post-Event: Thank your supporters, recognized them and celebrate with them again and again.