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WASHINGTON, DC PEER-TO-PEER
FUNDRAISING ROUNDTABLELessons from The Run Walk Ride 30
Hot Topics Panel
1June 2013
Hot Topics PanelMeri-Margaret Deoudes, National Wildlife FederationDavid McShea, American Diabetes Association
I Wish I Would Have….Lightning Round with Nancy, Cas sidy & Kari
June 10, 2013
LESSONS FROM THE
2June 2013
Surveys sent to all organizations we knew had major programs
Information submitted by nearly 120 programs
HOW WE DID IT
3June 2013
Information submitted by nearly 120 programs
Public data used when necessary & possible
Estimates used where necessary
UPs & DOWNs
2006 2007 2008 2009 2010 2011
4June 2013
$1.47 BILLION
$1.67 BILLION
$1.77 BILLION
$1.63 BILLION
$1.65 BILLION
$1.70 BILLION
GROSS REVENUE: $1.69 Billion
2012 TOP LINE RESULTSTOP 30 PROGRAMS
5June 2013
-1.1%
(DOWN $18.6 MILLION)
A MIXED BAG
2012 TOP LINE RESULTSTOP 30 PROGRAMS
6June 2013
A MIXED BAG
A MIXED BAG
11 single digits
2012 TOP LINE RESULTSTOP 30 PROGRAMS
2 double digits
7June 2013
8 single digits9 double digits
201213
17 A MORE EVEN SPLIT
2012 TOP LINE RESULTSTOP 30 PROGRAMS
8June 2013
17
7
23 2011
SPLIT
PARTICIPATION
11.9 Million People Took Part
an increase of 280,000 (2.41%)
9June 2013
2011 - 2012 DIFFERENCE IS -472 (-1.30%)
CONTINUED PRUNING
OF EVENTS
10June 2013
2010 2011 2012
36,958 36,422 35,950
TOP 10 PROGRAMS COLLECTED
69.5% OF DOLLARS RAISED BY TOP 30
REVENUE DOMINATED
BY TOP TEN
11June 2013
OF DOLLARS RAISED BY TOP 30
BUT THEIR SHARE CONTINUES TO ERODE
2008 2009 2010
75.0% 74.1% 73.2%
2011
71.4%
TRENDS TO NOTE
1. Mature programs stall, but can grow
2. Dynamism in lower 2/3 of the pack
12June 2013
5 BIGGEST % GAINSIN THE TOP 30
1. Pelotonia
2. ADA Step Out: Walk to Stop Diabetes
28.7%
17.6%
13June 2013
3. ADA Tour de Cure
4. ACS Making Strides Against Breast Cancer
5. Rodman Ride for Kids
15.2%
11.5%
10.7%
10% FROM 2011
2012 Crohn’s & Colitis Foundation $9.9 millionTeam Challenge
57% FROM 2008
RAISING THE BAR
FOR ADMISSION
14June 2013
2011 Rodman Ride for Kids $9.0 million
2010 Pelotonia $7.8 million
2009 Rodman Ride for Kids $7.2 million
2008 Rodman Ride for Kids $6.3 million
Team Challenge
TRENDS TO NOTE
1. Mature programs stall, but can grow
2. Dynamism in lower 2/3 of the pack
15June 2013
4. Outside factors can havemajor impacts
3. New programs
THE TOP 10
16June 2013
Founded 2003
Susan G. Komen3-Day for the Cure(down from #7 in 2010)
#10
$57,500,000: Down $26,900,000 (-31.9%)
18,100 Participants: Down 25,100 (-58.1%)
17June 2013
14 Events: unchanged
Unprecedented decline due to an unprecedented reason: Planned Parenthood controversy
American Heart AssociationJump Rope for Heart(same rank as in 2011)
Founded 1978
#9
$60,601,800: Down 1.30% (RWR estimate based on industry average)
18June 2013
(RWR estimate based on industry average)
AHA refused to provide 2012 data
American Cancer SocietyMaking Strides Against Breast Cancer(up from #10 in 2011)
#8
$68,000,000: Up $7,000,000 (11.5%)
19June 2013
281 Events : Up 11 (4.1%)
1,100,000 Participants: Up 100,000 (10%)
The Leukemia & Lymphoma SocietyTeam in Training(down from #5 in 2011)
#7Founded 1988
$77,403,392: Down $10,107,711 (-11.6%)
200 Series Events: Down 133, (-39.9%)
20June 2013
200 Series Events: Down 133, (-39.9%)
39,984 Participants : Up 8,448 (26.8%)
JDRFWalk to Cure Diabetes(unchanged in rank)
#6Founded 1980
$81,000,000: Down $4,650,284 (-5.43%)
225 Events: Up 5 (2.3%)
21June 2013
225 Events: Up 5 (2.3%)
# of participants not reported due to change in JDRF methodology
National MS SocietyBike MS(up from #8 in 2011)
#5Founded 1980
$82,300,000: Down $100,000 (-0.1%)
97 events: Down 1 (-1.0%)
22June 2013
97 events: Down 1 (-1.0%)
197,393 participants: Down 1,475 (-1.35%)
#4 American Heart AssociationHeart Walk(same rank as in 2011)
Founded 1994
$97,800,218: Down $1,288,149 (-1.3%)
23June 2013
RWR Estimate: AHA refused to provide 2012 data
March of DimesMarch for Babies(Rank unchanged from 2011)
#3Founded 1970
$107,000,000: Up $2,000,000 (1.9%)
757 events: Down 93 (-10.9%)
24June 2013
757 events: Down 93 (-10.9%)
195,000 Participants: Down 25,000 (-11.4%)
SUSAN G. KOMENRace for the Cure(rank unchanged)
#2Founded 1983
$126,800,000: Down $4,515,739 (-3.4%)129 events: Up 4 (3.2%)1,652,341 participants:
25June 2013
1,652,341 participants: Up 23,748 (1.4%)
April through March reporting does not reflect
full impact of controversy
American Cancer SocietyRelay for Life(rank unchanged from 2011)
#1
Founded 1985
$407,500,000, down $7,500,000 (-1.81%)
26June 2013
5,180 events, up 80 (1.6%)
3,400,000 participants , up 400,000 (13.3%)
TOP 5 SINGLE EVENTS
1. Pan-Mass Challenge $37,000,000
2. Pelotonia $16,871,403
27June 2013
3. AIDS/LifeCycle $12,802,110
4. Rodman Ride for Kids $10,003,100
5. DFCI Boston MarathonJimmy Fund Walk $6,753,643
TOP 5 ENDURANCE PROGRAMS
1. Leukemia & Lymphoma SocietyTeam in Training
2. Crohn's & Colitis Foundation of America $9,850,000Team Challenge
$77,403,392
28June 2013
Team Challenge
3. St. Jude Children ’’’’s Research Hospital St. Jude Heroes
4. New York Road Runners $4,900,000Team for Kids
5. St. Jude Children ’’’’s Research Hospital $4,200,000St. Jude Warriors
$7,500,000
TOP 5 CYCLING PROGRAMS
1. NMSS Bike MS $82,300,000
2. Pan-Mass Challenge $37,000,000
3. ADA Tour De Cure $26,500,000
29June 2013
3. ADA Tour De Cure $26,500,000
4. Pelotonia $16,872,000
5. AIDS/LifeCycle $12,802,110
DIVE INTO THE DATA
• Run Walk Ride Fundraising Council members receive the “2012 Run Walk Ride 30 Data CD”
• The CD contains a summary of this year’s top thirty plus data on 99
30June 2013
• The CD contains a summary of this year’s top thirty plus data on 99 programs that responded to our survey
• Top 30 Summary PDF also available in research section of www.runwalkride.com
HOT TOP ICS PANE L ?
31June 2013
HOT TOP ICS PANE L ?
• Lessons from a Start-Up- Presented by: Meri-Margaret Deoudes
• Focusing Your P2P Fundraising Campaigns- Presenter By: David McShea
NAT IONAL W IL DL IF E F E DE RAT ION
32June 2013
NAT IONAL W IL DL IF E F E DE RAT ION
Event Concept:
• Now in its 9th year
• An annual, virtual event with sponsorship and P2P fundraising components
• Over 181,000 participants in 2012
LESSONS LEARNED FROM A START-UP:
GREAT AMERICAN BACKYARD CAMPOUT
33June 2013
• Over 181,000 participants in 2012
• NWF provides tools, activities, and resources on website to organize a campout
Over 191,000 participants in 2012
THE GOOD - GABC MARKETING & MEDIA
34June 2013
Bad• Branding - lightweight banners on a roll • Head count Difficult to capture email • Free content or paid?
Ugly• Fundraising
LESSONS LEARNED FROM A START-UP
35June 2013
• Fundraising• Net revenue• Support from other departments
Lessons:• Continue Sponsorship• Reach and engagement vs. sponsorship• Innovate and iterate• Top of the funnel for relationships
HIKE & SEEK
• Cross between a nature hike and scavenger hunt
• Target audience is families with children ages 3-10
• Interactive Stop & Study stations
36June 2013
• Interactive Stop & Study stations
• Live animals, naturalists, games, crafts, and snacks
• Flat registration fee layered with an incentive-based fundraising program
• Over 1,700 participants in 2012
Testing 1,2,3…300 • Creating an urgent and emotional appeal can be difficult • Site scouting time intensive and permitting still stinks • We are fundraisers, not party planners
Not a fleeting romance• Need 3 year commitment from organization
LESSONS LEARNED FROM A START-UP
37June 2013
• Need buy-in from other departments; fundraisers focus on revenue and experience Significant investment for R&D and developing the model
• AMAZING staff
Not an Event, but an Experience• Interactive, leverage sponsors, wildlife display• Less words, more pictures• Multi-layered communications
THE GOOD…TO GREAT!
Don't fight the machine...• Corporate teams, vendor sponsorship,
media partners, sponsorships
Stick to the Plan• Regional offices, iterations, new ideas
38June 2013
Mission and Passion• Internal and external
Relationships• Committees• Top fundraisers
Innovation…is not only about re-thinking products, but also re-thinking the nature of relationships.” -Howard Schultz
• Set lofty goals
• Work the plan. Update the plan. Iterate the plan. Revise the plan. Work the plan. Repeat.
• Be strategic and deliberate
LESSONS LEARNED
39June 2013
• Be strategic and deliberate• Build your tribe • NEVER, NEVER, NEVER give up
“Our job is to make change . Our job is to connect to people , to interact with them in a way that leaves them better than we found them, more able to get where they’d like to go . Every time we waste that opportunity, every page or
sentence that doesn’t do enough to advance the cause is waste.” – Seth Godin, Tribes
SHAMELESS PLUG
40June 2013
AM E RICAN D IABE T E S AS S OCIAT ION
41June 2013
AM E RICAN D IABE T E S AS S OCIAT ION
Challenge: A.T.A.P Syndrome
42June 2013
SYMPTOMS OF A.T.A.P SYNDROME
2011 LACKLUSTER RESULTS
� 52% $O walker rate� 37% Team Retention (3% decrease)� $211 Fundraising Avg. ($14 decrease)� Minor Increase Online Fundraising
43June 2013
Never Fear! Acronym Creating Man is here!
June 2013 44
Team Captains
Champions to Stop Diabetes
June 2013 45
Champions to Stop Diabetes
Red Striders
TEAM CAPTAINS
Bringing Focus � 24 Hour Challenge� Nationwide Team Expansion
Results
46June 2013
Results�14,077 (5.3% increase vs. 2011)�Corporate Teams�$1,707 Fundraising Average (+$40 vs. 2011) and 7.2%
increase in total Team $
CHAMPIONS TO STOP DIABETES
Bringing Focus� Nat./Local Recognition & Support� Kay Jewelers & DOE ShirtResults�2,517 (11.8% increase vs. 2011)�$5,917,018 (7.9% increase vs. 2011)
47June 2013
�$5,917,018 (7.9% increase vs. 2011)�47% of total participant funds
RED STRIDERS
Bringing Focus� National Acquisition Campaign� Expanded Tools Results� 12,107 (5% increase over 2011)� $2,560,943 (-$15,000 vs. 2011)
48June 2013
� $354 average (-$5 vs. 2011)
THE HONEYMOON IS OVER, BUT…
Across all 3 groups :Segmentation, tailored e-templates, staff training coaching focus.
T: Top of the List – 5.5% increaseC: CEO Calls/Letters, Kay – 6% down Ret.
49June 2013
C: CEO Calls/Letters, Kay – 6% down Ret.R: Acquisition – 37% increase !!
SHAMELESS PLUG – TAKE THE RISK TEST!
50June 2013
www.diabetes.org/risktest
LET’S DISCUSS, QUESTIONS
51June 2013
I W IS H I W OUL D HAV E KNOW N T HIS W HE N I
52June 2013
I W IS H I W OUL D HAV E KNOW N T HIS W HE N I
US E D TO M ANAGE E V E NT S !
Staring: Cassidy Richards, Nancy Palo & Kari Bodell
AT THE END OF THE DAY IT’S ABOUT THE RELATIONSHIP
53June 2013
THE DONOR EXPERIENCE ONLINE IS JUST AS
IMPORTANT AS THE PARTICIPANT.
5 times as many donors will visit your website than participants
54June 2013
CONNECT WITH PEOPLE IN A WAY THAT
ACKNOWLEDGES THE DOOR THEY CAME IN THROUGH.
55June 2013
NOT EVERYTHING IS GOING TO WORK, TAKE A RISK –
AND LEARN FROM RISKS THAT DIDN’T PAN OUT
56June 2013
THE WORLD OF APIS
57June 2013
MANY TIMES YOU ARE YOUR OWN BEST BENCHMARK
200
250
300
350
Revenue per Participant
58June 2013
0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0 2.1 2.2
Participants per 1k Adjusted Population
0
50
100
150
Average
605 504,083
605
100,000
200,000
300,000
400,000
504,083
THANK YOU! TELL YOUR FRIENDS ABOUT US
59June 2013
