The Fundraising Formula

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, 2012
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Endurance | The Fundraising Formula
WEBINAR FORMAT
Presentation:
• 30 - 40 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:
1-866-281-0003 (US)
Conference Code: 316 847 3780
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
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TODAY’S SPEAKER
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
Donna Grogan cures for cancer.
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Poll question: Let’s hear from you…
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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
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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%
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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?”
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“You must be the change
you wish to see
in the world.”
- Mahatma Gandhi
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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
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MISSION FOR CHARITY PARTNERSHIP
― Define goals
― Create a connection
― Identify & partner with a charity
― Clarify partnership & agree to terms
― Post event debrief
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― 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
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⁃ 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%
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― 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
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― 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
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― Post event debrief
⁃ Shared responsibility
⁃ Highlight successes of partnership
⁃ Discuss opportunities for improvement
⁃ Develop planning cycle for next event
⁃ Celebrate & update
⁃ Acknowledgements
⁃ Website
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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
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― 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
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― 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
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Poll question: Let’s hear from you…
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GOOD
PARTNERSHIP =
STRONG
ACTIVATION
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GOOD PARTNERSHIP = STRONG
ACTIVATION
Race partnership: Elements of success
― Marketing & promotion:
⁃ Recruitment
⁃ Fundraising
⁃ Awareness
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ACTIVATION
― Create a clear participant communication plan that incorporates charity partner
at all stages of event promotion
⁃ Dedicated emails & e-newsletters
⁃ Targeted social media communications
⁃ Donation & fundraising opportunities
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ACTIVATION
― Website promotion
⁃ Pre event - participant recruitment
⁃ Post recruitment - fundraising opportunities
⁃ Post event – acknowledgement
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ACTIVATION
― Leverage sponsor relationships &
opportunities
⁃ Corporate teams
⁃ Corporate responsibility
⁃ Team building
⁃ Recognition
⁃ Corporate sponsor promotion

⁃ Special promos
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ACTIVATION
― Fundraising
⁃ Via registration (donations, opportunity to
fundraise as individuals)
⁃ Campaigns (social media)
⁃ Corporate sponsor programs – employee
teams, special promotions
⁃ Event weekend fundraising – special
merchandise, round-up campaigns,
donations, icon sales, etc
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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
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MEDIA OPPORTUNITIES
― Media opportunities
⁃ Engage celebrities
⁃ Celebrate special stories to drive
participation, donations and awareness
⁃ Integrate charity partner into press events
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CHARITY BRANDING & MESSAGING
― Awareness
⁃ Share your fundraising success
⁃ Everyone feels a part of the mission
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― Awareness
⁃ Promote charity brand & message visually to
engage more people
⁃ Expo
⁃ Start & finish banners
⁃ Finish chutes
⁃ Cheer zones
⁃ Finish area
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― 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
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WRAPPING UP...
― Define your goals
― 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
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Click on the “Q&A” tab & type in the text window
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THANK YOU
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THE FUNDRAISING FORMULA:

HOW PARTNERING WITH A CHARITY

How to submit a question:

“How can I make a bigger impact?”

⁃ Define charity program

⁃ National or local – what is their reach?

⁃ Corporate sponsor promotion

⁃ Send event weekend

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