2015 hero kit for charities LA Heroes
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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 [email protected] / (213) 293-1133
Helpdesk: www.nfp.help-us.everydayhero.com/hc/en-us