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ENDURANCE PROGRAM BENCHMARKINGNancy Palo, Blackbaud Interactive Strategy Consultant

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ATHLETIC

ENDURANCE

THIRD PARTY

MARATHONINDEPENDENT

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•The Endurance Program Landscape

•Endurance Benchmarks: Blackbaud’s 2012 Peer to Peer Fundraising Benchmark Report

and if we have time….• Running + Charity = True Love (from one data geek to another!)

TODAY’S PRESENTATION

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T HE E NDURANCE P ROGRAM L ANDS CAP E

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ENDURANCE PROGRAMS

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TOP ENDURANCE PROGRAM REVENUE (IN MILLIONS)

2006 2007 2008 2009 2010 2011

114 125 130107 105 98

Run Walk Ride Top 30: Endurance Programs

Please note: Since 2006, only 1-2 Endurance programs made the Top 30 list each year. At this time there is not a comprehensive list of all endurance programs.

Endurance Programs produced 6% of Top 30 Run Walk Ride Revenue in 2011

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TYPES OF EVENTS26.2

HALF MARATHON13.1

IRONMAN100SWIM

BIK

E

RUN

MARATHON

TRIFINISH

START

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TYPES OF PARTNERSHIPS

1. Beneficiary

2. Guaranteed Entry

3. Sponsorships

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FUNDRAISING OPPORTUNITIES

Revenue for Charity Partners

Optional Fundraising

Donation From

Organizer

Required Minimums

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E NDURANCE BE NCHM ARKS : BL ACKBAUD’S 2 0 1 2 P E E R TO P E E R F UNDRAIS ING BE NCHM ARK RE P ORT

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•Data from 80 campaigns was used to compile results

•Endurance fundraisers out perform all Peer to Peer Fundraisers

•Donors give more to endurance fundraisers

KEY ENDURANCE FINDINGS FROM 2012 REPORT

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Runs/Walks with Reg Fee $227.55

Runs /Walks with No Reg Fee $328.04

Long Distance Runs/Walks $588.27

Cycling Events $669.29

Endurance Events

$1,325.75

AVERAGE DOLLARS RAISED PER FUNDRAISER

Endurance Fundraisers Out Perform all Peer to Peer Fundraisers

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FUNDRAISING ENDURANCE PARTICIPANTS

Key Performance Indicator

All Participants

Fundraising Participants

Average Number of Emails Sent Per Participant 23.74 41.30

Average Dollars Raised Per Participant $1005.74 $1325.75

Average Number of Gifts Per Participant 12.88 18.23

Percentage of Participants Who Raise One or More Gifts 38.92% 49.36%

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NEW VS RETURNING ENDURANCE PARTICIPANTS

Key Performance Indicator

New Participants

Returning Participants

Average Number of Emails Sent Per Participant 22.94 57.22

Average Dollars Raised Per Participant $814.71 $1553.00

Average Number of Gifts Per Participant 11.64 14.95

Percentage of Participants Who Raise One or More Gifts 74.35% 78.17%

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Runs /Walks with No Reg

Fee $47.63

Runs/Walks with Reg Fee $53.05

Long Distance

Runs/Walks 59.67

Cycling Events

$68.10

Endurance Events $71.08

AVERAGE ONLINE GIFT AMOUNT

Endurance Donors Give More than all Peer to Peer Donors

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RUNNING + CHARIT Y = T RUE L OV E ( F ROM ONE DATA GE E K TO ANOT HE R! )

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THE RUNNING INDUSTRY IS EXPLOSIVE

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QUOTES FROM RUNNING USA’S 2012 STATE OF RUNNING REPORT

“Running and charity are almost becoming so synonymous that you almost cannot mention one without the other.”

“More and more events are aligning themselves with charities and runners are sporting team jerseys to support

the cause.”

“There is no doubt that the part of the increase in road race entrants over the past decade has been driven by charitable running.”

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DEMOGRAPHICS FROM RUNNING USA’S 2013 NATIONAL RUNNER’S SURVEY

Core Runner Demographics & Behaviors

Average Age: 41.2

56.4% Female 43.6% are Male

65.5 % Married

75.8 % Bachelor’s Degree or Higher

88.1 % White/Caucasian

73.3% Household Income is $75K+

56.7 % Use Facebook Daily

87.5 % Register for Races Online

74.2 % Use Smartphones

66.3 % are Likely to Travel Overnight for a Race

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HOW DO YOUR PARTICIPANTS COMPARE? 1 OF 2

Preferred Race Distance59%

62%

41%

38%

Runner Female vs Male Ratio

Female Male

Running USA Data Sample Charity Data

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HOW DO YOUR PARTICIPANTS COMPARE? 2 OF 2

Preferred Race Distance

35.335.2

38.2

36.5

Runner’s Average Age

Female Average Age Male Average Age

Running USA Data Sample Charity Data

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• Compare your endurance program data to Blackbaud’s 2012 Peer to Peer Fundraising Benchmark Report.- Are your participant’s performing above or beyond the median levels

presented in the report?- In areas where you are below, what strategies do you have in place to

improve these numbers?

• Compare your constituent’s demographics to Running USA’s National Runner’s Survey.- Mine organizational constituents to match the demographics in the survey

and target them to fundraise on your behalf.- Use data comparisons to develop your endurance program acquisition

strategies.

• If you don’t have an endurance program, START one!

KEY TAKEAWAYS