Going the Distance with Race Fundraising: Benchmarking Success

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/