2015 hero kit for charities

LAHeroes

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welcome to everydayheroWe’re happy you’re here.

More goes into fundraising than meets the eye. Research has proven that people want to contribute to causes they are

passionate about. But that contribution is more than just the financial contribution. People want to know and show

their true impact and that includes their time, effort, energy, money, and voice.

At everydayhero, a service of Blackbaud, we have created an on-line giving platform that can harness this passion

and empower your supporters to be wonderful. Through our integration with fitness tracking, social media and

volunteer applications, we are able to create a robust giving footprint that enables your donors, supporters, and event

participants to connect their effort with tangible results.

We are investing heavily in consumer advertising to highlight the way that everydayhero blends technology and

philanthropy to create a brand new fundraising experience... And that means potential new donors for YOU!

We’ve teamed up with the LA Marathon to give participants the opportunity to run for good, and to give organizations

like yours an opportunity to grow fundraising revenue and get access to new supporters and donors.

about la marathonThe ASICS LA Marathon Official Charity program is a unique opportunity to increase awareness, engage

supporters and raise funds for your organization! They are committed to improving the community by offering

nonprofits a chance to use our world-class event in order to increase awareness and raise funds for your cause

through our Official Charity Program. It is YOUR COURSE. YOUR CAUSE.

They know that your organization and your participants are unique – just like this event. This is your chance to

give back and show the greater Los Angeles area who you are and what you stand for! Over the next 8 months

the ASICS LA Marathon will transform into Your Course, and you will run it to support Your Cause.

So welcome and thank you for being part of our 2015 event!

The Things You Do For Others Remain Your

LegacyKALU NDUKWE KALU

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how to use this hero kitTake the time to go through this Hero Kit and use it as a template to let your supporters know how they can

contribute to your charity in this year’s event.

CONSIDER

• Which materials from this Hero Kit you are going to use and how you are going to tailor them

• Which materials you may wish to develop internally

• How you are going to motivate staff and supporters to register for LA Marathon and support your charity

everydayhero will be sending out coaching emails to your fundraisers and you can check their status anytime on your

administrative portal. By no means think that you need to work within the confines of this Hero Kit as it should only

provide you with the foundation to build an internal campaign that meets all the unique aspects of your organization.

To get you started, we are providing this timeline as a guide. Please consider your own organizational constraints/

requirements when setting your timelines.

DATE ACTIVITY

2014 OCTOBER

• Send out ‘Save the Date’ email• Send out email/newsletter announcement of your LA Heroes participation

2014 NOVEMBER

• Tailor the required branded materials provided (Refer: Templates) • Develop your own plan program to encourage registrations using this Hero Kit as a

resource

2014 DECEMBER

• Ensure copy is submitted for internal long lead publications e.g. internal company magazine, newsletter, EDM

• Don’t forget to include the call to fundraise in your year end appeals.• Send out email/ newsletter reminder to your database:

- Supporters who have run for you previously - Past donors who have raised funds for you previously

2015 JANUARY/FEBRUARY

• Send regular reminders (Refer: Getting the message out there) • Send out email/ newsletter reminder

2015 FEBRUARY/MARCH

• Consider ways to leverage your involvement with local media • Send out email/ newsletter – final donations reminder

This Hero Kit should help you create excitement, enhance participation, increase donations and

ultimately make this year’s LA Marathon a successful fundraising event within your organization.TIP

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it starts with your storyEveryday people like you provide services, aid,

kindness and support to those in our community

who may be suffering through severe illness,

depression, financial trauma, homelessness,

helplessness, hunger and pain. And everyday,

animals are adopted into loving homes, beautiful

works of art and music are celebrated and brilliant

minds come together to mold our society.

You help in some way – whether it is counseling

for a troubled teen or plants for a local park. The

dollars you raise in the LA Marathon give hope to

someone.

Years ago – or even months ago – your nonprofit

was started to change the world. But why?

How? What makes you special? In all of your

correspondence, remember to keep your mission

front and center. If at all possible use this process

to pull the heartstrings. People give because they

care and because they can relate to the person in

the story.

Help your fundraisers tell their own

stories this same way!!

Consider These Tips

$50feeds a child for one week

$100provides one

mammogram

$250pays for a veteran

to attend counseling

alan comes home from

school hungry - $50 will feed

him dinner for a week

$100 will save debbie’s

life from breast cancer

jackson fought for his county in iraq - $250 will help him

get back on his feet

USE REAL PEOPLEPictures and videos will put faces with the names and

humanize your organization. Statistics can numb your

runners if they aren’t real!

USE mEANINgfUL NUmbERSBack up the story of your organization with meaningful

numbers. Help your fundraisers relate their dollars to

your support.

All We Have To Decide Is What To Do With The Time That Is Given To Us.

J.R.R. TOLKIEN

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getting the word out There are so many opportunities to spread the word to all your supporters about how they can support you in this

year’s LA Marathon. Using a variety of different channels means that you will be able to reach a variety of different

audiences.

32.1 emails average emails sent by people in event-based fundraising

Audiences

Consider the different corporate channels you may already

have in place such as:

• Employees and Board Members

• Supporters

• Clients or Customers

• Vendors

• Volunteers

• Past & present donors

• Corporate Sponsors

Champions

Identify key influential individuals in your network that

can spread the word and encourage participation. Consider

approaching a number of different people who can help

you encourage others to get involved:

• CEO

• Team leaders, managers

• Personally affected employee’s

Suggested Channels

Consider the different channels you may already

have in place such as:

• Monthly newsletter

• Dedicated Email Outreach

• Phone calls

• Printed letters

• Social media – Facebook, Twitter, Instagram, LinkedIn,

Google Plus, Pinterest

• Update all staff email signatures to include mention of

the event in the lead up

We’ve provided the following templates and messaging

for you to use when getting the message out there and getting

your supporters excited. Feel free to edit them

as you see fit.

16% believe their influence is the

most important thing to give

58% share information about charities with their social networks because

they feel it makes an impact

USE YOUR VOICE TO ShARE STORIES AND RAISE AwARENESS Of ThE CAUSES wE CARE AbOUT

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sample email alert schedule This calendar and the sample content is designed to help you recruit more members to your team and encouraging

new fundraisers. Use the samples provided to help you craft your messages.

WHEN TO SEND SUBJECT

OCTOBER Entries now open! Support us in this year’s LA Marathon

NOVEMBER Remember us on #GivingTuesday as we fundraise as part of the LA Marathon

8 WEEKS OUT Please support us as we run (and walk!) for [CharityName]

6 WEEKS OUT Support us in this year’s LA Marathon

2 WEEKS OUT There’s still time to make every step count with the 2015 LA Marathon

1 WEEK OUT Running out of time to run and raise money for us as part of the LA Marathon

1 WEEK POST EVENT Event day wrap up! Don’t miss your last chance to fundraise.

samplesIn this toolkit are some samples to help you execute on these ideas. They include:

Call to Action

This copy can be repurposed for a range of uses, from newsletter copy to emails to all your staff. Short and long

versions have been included to make life a little easier for you.

Email Templates

These templates go into a little more depth with specific calls to action for specific audiences. They can be

repurposed and used for email outreach or printed letters.

Social Media Content

Internally you can use social media platforms to communicate to existing staff about the event as well as external

supporters. Feature your amazing supporters on your social media channels to help recruit others and be sure to

include a link to your everydayhero fundraising page.

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call to actionBlurb (long version)

This year’s LA Marathon highlights the many wonderful organizations who work

so hard to make a difference in our community.

As a part of the charity connection, we have the opportunity to advance our mission, raise awareness of our story

through our affiliation and fundraising.

This year, we urge you to consider becoming an everydayhero and running and fundraising for [CharityName] .

[Summary of the charity’s mission/ what you do for the community]

This year’s event takes place on March 15, 2015.

Register to join us at www.lamarathon.com.

Blurb (short version)

This year’s LA Marathon will once again benefit local charities through the charities

through the Charity Connection program.

We urge you to consider becoming an everydayhero and running and fundraising on behalf of [CharityName].

This year’s event takes place on March 15, 2015. For more information visit www.lamarathon.com.

If you can’t be involved, please consider donating to support our team of runners and walkers at

[Insert Everydayhero fundraising page link].

Post Event

The Los Angeles community has again risen to the call to help others in need with an estimated

40,000 people participating in the LA Marathon.

On behalf of everyone here at [CharityName] we’d like to thank you for your support this year.

For those of you wanting to donate to support our team of runners and walkers, there’s still time. Fundraising is open

until April 3, 2015. Visit [Insert Everydayhero fundraising page link] for more information.

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email template – recruiting past donorsTARgET AUDIENCE

Here is an example of an email

template to past donors who

have previously given online

to your charity. You can simply

insert your charity and personal

information where applicable.

SUbJECT LINE

Thank you for making a real difference

EmAIL bODY COPY

Dear [DonorName],

THANK YOU!

The team at [CharityName] would like to thank you for supporting us through

your previous online donation. We are really grateful for your support and

wanted you to know that the money you donated has helped us ensure

[Details on how funds are used].

KEEP MAKING A DIFFERENCE

Your ongoing support means a lot to us, so we wanted to let you know about a

new opportunity for you to keep making a difference. Become an everydayhero

and help us by training on behalf of and raising money for [CharityName] in the

LA Marathon on March 15, 2014.

Money raised from the LA Marathon will continue to fund important programs

such as [Details on how funds will be used].

REGISTER NOW AND START FUNDRAISING

1. Register now to compete in the LA Marathon.

2. Make every step count by training on behalf of and raising money for [Chari-

tyName].

During the registration process, you can select to fundraise for [CharityName]

and set up your own fundraising page with everydayhero. It’s easy!

The really exciting thing about using everydayhero is that you can track every-

thing that you give – from your voice (social posts and shares) to your effort

(the time you spend and miles you train for the LA Marathon) to

the money you raise...it all counts.

Thank you again for your support.

Kind regards,

The team at [CharityName]

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email template – recruiting past fundraisersTARgET AUDIENCE

Here is an example of an email

template to past fundraisers

who have previously supported

your charity. You can simply

insert your charity and personal

information where applicable.

SUbJECT LINE

Support us in this year’s LA Marathon

EmAIL bODY COPY

Dear [FundraiserName],

THANK YOU!

In previous years, you have been among an amazing group of people who have

raised funds for [CharityName]. We are really grateful for your support and

wanted you to know that the money you have raised has helped us ensure

[Details on how funds are used].

KEEP MAKING A DIFFERENCE

Your ongoing support means a lot to us, so we wanted to let you know about a

new opportunity for you to keep making a difference. Become an everydayhero

and help us by training on behalf of and raising money for [CharityName] in the

LA Marathon on March 15, 2014.

Money raised from the LA Marathon will continue to fund important programs

such as [Details on how funds will be used].

REGISTER NOW AND START FUNDRAISING

1. Register now to compete in the LA Marathon.

2. Make every step count by training on behalf of and raising money for

[CharityName].

During the registration process, you can select to fundraise for [CharityName]

and set up your own fundraising page with everydayhero. It’s easy!

The really exciting thing about using everydayhero is that you can track every-

thing that you give – from your voice (social posts and shares) to your effort

(the time you spend and miles you train for the LA Marathon) to

the money you raise...it all counts.

Thank you again for your support.

Kind regards,

The team at [CharityName]

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email template - encouraging your fundraisersTARgET AUDIENCE

Here is an example of an email

template to fundraisers who

have registered to support your

charity. Once an everydayhero

has created a page and started

fundraising, it’s important to

let them know that you are

grateful for them. Also consider

calling every fundraiser to see

what further support you can

offer. Remember – the team at

everydayhero will be sending out

regular communications with

coaching tips. You want to focus

on your mission and how their

support helps you.

SUbJECT LINE

Keep your LA Marathon fundraising going!

EmAIL bODY COPY

Dear [FundraiserName],

Thank you for being an everydayhero on behalf of [CharityName] in the

LA Marathon this year. There are [Number] weeks to go until the event - we

hope your training is going well! The hard work of you and other heroes has

helped [CharityName] raise [$TotalRaised] so far. The money raised from the

LA Marathon will go towards helping us ensure [Details on how funds will be

used].

HOW YOU ARE HELPING

By supporting [CharityName] you’re helping [Your charity’s Mission]. [Include

a short personal story and photo about someone/something that has been

helped by the money raised].

FUNDRAISING TIP OF THE WEEK

Did you know? Heroes that customize their fundraising page by adding photos,

videos and blog entries raise more funds. So, what are you waiting for? Sign in

to everydayhero and update your page now. [Keep changing the tips to keep

them fresh. See our fundraising tips document for more].

YOU ARE MAKING A DIFFERENCE

Every dollar you raise does make a difference! Keep emailing the page link to

your everydayhero fundraising page to your family, friends and colleagues and

ask them to support your efforts in the LA Marathon. Fundraising really is as

simple as sharing your passion for [Your charity’s Mission].

Thank you so much for making a difference and good luck.

Kind regards,

The team at [CharityName]

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make the message your own As they say, we can give you the fish or you can catch your own. Here are some ideas on how to create your own

communications plan and strategy.

Segment By Fundraising Behavior

This is just one example of how to segment to ensure that each group is getting the right message.

hEADLINE — This will get read more than anything else in the email. Make the first two words count.

OPENINg PARAgRAPhSpeak to your mission. One or two sentences with some punch!

PICTURE OR VIDEOVisual needs to be part of the story. Authentic images, faces, humor – these all work well

whAT’S IN IT fOR mE? — Use this subhead to keep people reading.

CONTENT This is your personalized coaching message and your chance to connect with this segment of your audience. How can THEY make a difference?

CALL TO ACTION Now – what do you want them to do? Include a link if practical. Tie to the goals of this email series:• Learn more • Sign up • Self-Donate • Share • Fundraise

CONTENT Practical advice tied to your call to action. Do you want them to learn more? Why and how? Self donate? Why and how? Give them step by step instructions on “how to” set up their fundraiser pages. Give them a reason to keep reading.

CLOSE AND LAST CALL TO ACTION — Donate, Register, Thank you.

Write Your Email

The structure matters almost as much as the content. Good headlines that grab will improve your open

rate by more than 20%.TIP

BEGINNING FUNDRAISER(Zero Dollar Participant)

NEEDS ENTRY LEVEL COAChINg• First Time Participant • Little or no money raised• Has not sent out any email • No personalized page• Hasn’t set goal

DONOR / TEAM MEMBERNEEDS COAChINg TIPS AND REASONS TO fUNDRAISE• Self donated • Sent out one or more email• No goal

TEAM CAPTAIN(Uber Fundraiser)

gIVE PERSONAL ATTENTION• Sending out emails • Exceeding fundraising goals

Now create a calendar. Lay it out by week and review against your other

communications going out – newsletters, other events, media campaigns.

By leveraging all of these different resources, your messages will get the

right results.

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social media content Social media platforms such as Facebook, Twitter, Instagram, Google Plus, LinkedIn and Pinterest are great

communication channels and will help you connect with your followers in the lead up to LA Marathon.

Here are some tips on how to use each medium properly.

• Best place to start a conversation

• Pictures and video get most likes

• Facebook is a great place to put calls to action that can be shared.

• Best place for sharing short, to the point, real-time content

• Great platform to be seen as a “thought leader”

• Important to remember the lingo – Hashtags are king!

• Best place for creating powerful visual content and story telling

• Perfect platform to harness the creativity of your supporters

• Keep content short 30-90 seconds is best

Below are some example posts:

• We’re proud to announce we will be participating in this year’s LA Marathon. If you would like to support us on

our run/ walk please visit [Insert Everydayhero fundraising page link].

• We’ve been training hard for LA Marathon – have you registered yet? Don’t forget to choose us as your charity

of choice, or join our team at [Insert team registration link].

• Join us for the LA Marathon – have you registered yet? Choose us as your charity of choice, or join our team at

[Insert team registration link].

Social media followers love seeing images also. Why not take a picture at your next team breakfast or jog and upload it

to your preferred social media channel?

LA Marathon handles:

Facebook www.facebook.com/LAMarahon

Twitter @lamarathon

everydayhero handles:

Facebook www.facebook.com/everydayheroUS

Twitter @everydayheroUS

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final thoughtsOnce you recruit your runners it is vital to keep them engaged in the days and months leading to event day.

Below are everydayhero’s top tips for supporter recruitment and engagement:

• Promote LA Marathon on your website under the ‘Get Involved’ section

• Contact supporters who have run for you in previous years and ask them to participate again

• Contact past donors and ask them to support you by running and fundraising

• Create a fundraising team for your charity and invite people to join the team when they

create a Supporter Page

• Communicate regularly with supporters and provide them with resources such as welcome Hero Kits, images,

information about your charity to share via social networks

• Help supporters set fundraising targets by asking them to raise a specific amount and what this amount would

do for your mission

- $20 = meals for a week etc.

• Offer branded merchandise for supporters to wear on race day and incentivize this by setting minimum fund-

raising amounts for various merchandise

- Top Fundraiser gets a special t-shirt

- Top team gets a special dinner

• Feature your amazing supporters on your social media channels to help recruit others

• Organize group training sessions with your supporters to train as a group for your event

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support We hope this document has provided you with all the information you need to create excitement, enhance

participation, increase donations and ultimately make this year’s LA Marathon a success within your organization.

We’re here to help. Please feel free to reach out to us anytime.

As we mentioned, your heroes will receive ongoing coaching emails, with tips and tricks to help them be successful.

As a charity team leader, we’ll also send out regular communications with easy steps and suggestions you can take to

recruit, encourage, and inspire your 2015 Hero team.

Important Links:

Event registration: www.lamarathon.com

Get started fundraising: https://2015-la-marathon.everydayhero.com/us/get-started

everydayhero contact

KARLIE DRUTZCharity Community Manager Karlie.Drutz@blackbaud.com / (213) 293-1133

Helpdesk: www.nfp.help-us.everydayhero.com/hc/en-us