going the distance with race fundraising: benchmarking success
TRANSCRIPT
Going the Distance with Race Fundraising: Benchmarking Success
2010 Boston Marathon, 5K and 10K race benchmarking analysis
Website: www.firstgiving.comTwitter: @firstgivingFirstGiving for Runners Blog: runners.firstgiving.com
About the presenters
Andrew UrbanHead of Sales and Business [email protected]
Debra AskanaseCommunity Engagement [email protected]
About FirstGiving
About FirstGiving
155 Million Donated online to FirstGiving since 2003
80 Million+ of that 155 Million donated through FirstGiving is in the last 18mos
Over 1.2 Billion Donated Online since 2001 through FirstGiving worldwide (combined US and UK offices)
• 8,000+ nonprofits have utilized FirstGiving
• 13 million+ online donors
• 10+ years in business
• 31 employees in the US
• Offices in Boston and San Francisco
• 100+ employees worldwide
82% - the average year over year increase in online donations a nonprofit sees that utilizes FirstGiving.
By the numbers: 2010 Boston Marathon fundraising
• Total raised online: $2,696,896
• Total collected offline: $73,775
• Average amount raised per fundraiser: $4053.67
• Average amount raised online: $2,973.42
• Average amount raised offline: $1080.25
• Average online donation: $75
• Fundraising pages: 907
• Approximately 815 ran with an official charity sponsor Approximately 92 ran without an official charity sponsor
• Nonprofits represented: 117
*2010 Boston Marathon was held April 19
By the numbers: 5K and 10K FirstGiving fundraising
• Average amount raised per 5K race fundraiser: $433
• Average amount raised online: $385
• Average amount raised offline: $48
• Average amount raised per 10K race fundraiser: $521
• Average amount raised online: $439
• Average amount raised offline: $82
• Average online donation 5K: $52
• Average online donation 10K: $50
• Number of active 5K fundraising pages: 4,009
• Number of active 10K fundraising pages: 396
*2010 Boston Marathon was held April 19
Key race findings
*2010 Boston Marathon was held April 19
✪ The typical fundraiser employs a combination of offline and online mechanisms to reach the fundraising minimum
✪ Largest percentage of donations are ✔ $25 - $75 and ✔ $100 - $150 ranges
✪ To raise the minimum, the typical fundraiser needs ✔ 36 – 40 donations per page for a marathon✔ Expect 7 – 8 donations per page for a 5K or 10K race
Key race findings
*2010 Boston Marathon was held April 19
✪ Most marathon donations arrive ✔ In the 4 months prior to the event but ✔ donations 7 – 5 months prior are higher amounts
✪ Your fundraisers are likely to raise money for your cause in another event
✪ The top fundraisers get higher average donation amount, and many more $100 - $150 donations
Boston Marathon official charity program:
*2010 Boston Marathon was held April 19
• Boston Marathon = qualified runners only
• Official charities are give 15 numbers, fundraising minimum of $3250 – for unqualified runners
• 2010 marathon held April 19
• 23,176 runners participated
• 24 official charities in the program
The average FirstGiving endurance fundraiser raises $4053, 2/3 of it online
Average/Page0%
Offline27%
Online 73%
Average amount raised online per page: $2973.42Average amount raised offline per page: $1080.25
5K and 10K online/offline fundraising
Total amount raised for 5K races 2010: $1,736,138Total amount raised for 10K races 2010: $ 206,509
89%
11%
5K race average
online as % of total offline as % of total
84%
16%
10K race average
online as % of total offline as % of total
Number of donations per page - marathon
• Median donation: 36 donations per page
• Average donation: 40 donations per page
• Average donation amount per page: $75
The higher your goal, the more donations needed
Donations per page – shorter distance races
Average donation amount per 5K page: $433
– Average of 7 online donations per page
Average donation amount per 10K page: $521
– Average of 8 pnline donations per page
*FG did not record individual offline donations until Aug. 2010.Prior to Aug. 2010, offline donations were recorded by fundraisers as a lump sum
Distribution of donations per page –Boston marathon
*based on range of 36 – 40 of donations per page
12%
28%
29%
2%
19%
2%3%
3%
2%
Under $25
$25 to $49
$50 to $74
$75 to $99
$100 to $149
$150 to $199
$200 to $249
$250 to $499
$500+
Distribution of donations per page –5K races
*5 fundraisers raised >$10,000, which skewed the $500+ range higher
8%
17%
21%
2%
24%
3%
6%
7%
12%
<$25
$25-$9.99
$50-$74.99
$75-$99.99
$100-$149.99
$150-$199.99
$200-$249.99
$250-$499.99
$500+
Distribution of donations per page –10K races
8%
17%
22%
2%
26%
4%
5%
8%
8%
<$25
$25-$9.99
$50-$74.99
$75-$99.99
$100-$149.99
$150-$199.99
$200-$249.99
$250-$499.99
$500+
Average number of online donations needed to meet your fundraising goal
Takeaways: Donation distribution amounts
*based on range of 36 – 40 donations per page
Most donations are $25 - $74. Average marathon donation = $75.Average 5K donation = $52, Average 10K = $50
The second-largest group is $100 - $149, who are critical to meeting the minimum marathon fundraising requirement
Donations under $25 account for a very small % of overall donation dollars, but are high in quantity
Fundraising tips
*based on range of 36 – 40 donations per page
Segment donors into different groups –Ask close friends and family for higher amountsAsk other friends and family for $25 - $75
Create suggested amounts to encourage higher donations:$250, $150, $100 ,$75, $50, $25
Ask for smaller donation amounts from weaker ties such as online friends or distant friends
…and keep these benchmarks in mind
*based on range of 36 – 40 donations per page
Marathon fundraisers need 36 to 40 donations to meet a requirement of $3300
5K and 10K fundraisers usually get 7-8 donations per page
Distribution per page: marathon top 25%
* Based on top 25% of fundraising pages
Takeaways from the top 25%
• Donations of $100 - $149 are critical to reaching very high fundraising goals
• If you want to raise over $15,000, focus on $500+ donors
• Those raising over $7,500 must focus on $75 and above donation amounts
Most people donate in the four months prior to an event
$25 $9,083 $58,662
$123,429
$373,823 $440,413
$736,976
$908,146
$37,864 $5,210 $3,164
Total aggregate amount donated
But higher amounts come in earlier
$99 $87 $83
$72 $73 $73 $76
$134
$0
$20
$40
$60
$80
$100
$120
$140
$160
Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10
Average donation
Average donation size vs. number of donations
*represents donations per month
$0
$20
$40
$60
$80
$100
$120
$140
$160
$-
$100,000
$200,000
$300,000
$400,000
$500,000
$600,000
$700,000
$800,000
$900,000
$1,000,000
Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10
Total aggregate amount donated Average donation
Top 25% fundraisers receive higher donation amounts
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
top 25%
Average donations
* Average donation amount received per month
Most plan to continue raising money after race day
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Yes No
Source: FirstGiving post-race survey
Takeaways: donations by month
*based on range of 36 – 40 donations per page
• Most people donate in the four months prior to the event (91%%)
• The average donation amounts are highest early in the fundraising cycle
• Most fundraisers continue fundraising after the marathon.
• Fundraisers with higher goals receive more per donor
Fundraising Tips
*based on range of 36 – 40 donations per page
Fundraising seven months prior results in higher donation amounts. Ask for higher amounts ($100 - $250) and ask
early!
• Start fundraising 9 months before the event, but expect most donations closer to the event
• Don’t give up! Post-event fundraising returns higher donation amounts per donor
Spreading the word: share socially
*based on range of 36 – 40 donations per page
Social sharing works!
• For every one update to Facebook, you get 6 people returning to your page
• 85% of returns are from Facebook, followed by Yahoo!, Twitter, and then Linkedin
Is it ever too late to start? Test case
• Sent an email reminder to inactive page creators 1 week before the marathon event
• 10% opened email
• 10% of those activated pages
• Total raised in 1 week by activated pages = $14,690
Test case takeaways
• Last-minute emails can prompt inactives to begin fundraising
• Send a targeted activation email at least one month before the event
• Even one week prior – target email message as “it’s never too late to start fundraising – any amount makes a difference”
Who’s running
Fundraisers represent all types of runners“Have you run a marathon before?”
First time marathoner
At least one marathon
46%
54%
Source: FirstGiving post-race survey
Expect repeat fundraisers for your cause:“Do you plan to raise money again for the same cause in another
endurance event?”
Definitely
Probably
Maybe
Most likely not
59%
29%
7%5%
Source: FirstGiving post-race survey
Approximately 10% are qualified runners
Under $3,250
$3,250-$5,000
More than $5,000
35%
57%
8%
Source: FirstGiving post-race survey
Email to runners series“I loved the emails, updates and tips, they were all very helpful!”
Email to runners series“I loved the emails, updates and tips, they were all very helpful!”
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Too many Too few Just right
Email to runners series“I used a lot of the ideas that I got in your e-mails”
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Too long with too much information
Readable and helpful
Lacking relevant information or
confusing
Email series
• Fundraisers enjoyed receiving regular email with tips
• Perception that tips eased the stress of fundraising
Takeaways:• Runners want regular fundraising tips and regular
communication
• Regular prompts and reminders help runners raise money
Tips from 2010 Boston Marathon fundraisers
✪ Start early and have a plan
✪ Ask everyone! Social media bring people to your page, virally
✪ Get creative with offline events – offline events put fundraisers over their goal
✪ Send updates
Wrap-up: Key findings
*2010 Boston Marathon was held April 19
✪ The typical fundraiser employs a combination of offline and online mechanisms to reach the fundraising minimum
✪ Largest percentage of donations are ✔ $25 - $75 and ✔ $100 - $150 ranges
✪ To raise the minimum, the typical fundraiser needs ✔ 36 – 40 donations per page for a marathon✔ Expect 7 – 8 donations per page for a 5K or 10K race
Wrap-up: Key findings
*2010 Boston Marathon was held April 19
✪ Most marathon donations arrive ✔ In the 4 months prior to the event but ✔ donations 7 – 5 months prior are higher amounts
✪ Your fundraisers are likely to raise money for your cause in another event
✪ The top fundraisers get higher average donation amount, and many more $100 - $150 donations
Resources for Runners and Nonprofits
Running Blog: FirstGiving for Runners: http://runners.firstgiving.com
Facebook Group: FirstGiving for Runners: http://www.facebook.com/home.php?sk=group_108926099171285
Online Fundraising Blog:http://blog.firstgiving.com
Create a fundraising team or event:[email protected]
Thank you! Contact us:
[email protected]@firstgiving.com
Twitter: @firstgiving, @askdebra
And don’t forget FirstGiving’s online spaces for runners:FirstGiving for Runners Blog: runners.firstgiving.comFirstGiving Facebook Page: http://www.facebook.com/firstgivingFirstGiving for Runners Facebook Group:http://www.facebook.com/firstgiving#!/home.php?sk=group_108926099171285Flickr FirstGiving Event Photos: http://www.flickr.com/groups/firstgivingevents/