December 2010
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What Minimum Will Raise The Maximum?

Greetings! 

 

Every thon program organizer faces two big questions:

 

1) Should we have a fundraising minimum?

 

2) If we have a minimum, what should it be?

 

Rare among "low-impact" athletic events, minimums are almost universal in the endurance/multi-day field due to their higher costs (e.g. logistics, meals, travel, entry fees).

 

 

If you decide to "go for it" and require participants to raise a minimum amount, should it be a one-size fits all number?

 

The answer to that question is a resounding "NO" based on the experience of the Juvenile Diabetes Research Foundation's Ride to Cure Diabetes.

 

In 2008, JDRF required a fundraising minimum of over $4,000 to participate in any of its five weekend rides.  At that level, all participants were entitled to a complete travel package including free airfare, hotel and other amenities.

 

Many people balked at having to raise that amount.  JDRF received a huge number of calls from people requesting a lower minimum if they bought their own flights or otherwise cut costs, recalled Ride Coordinator Alyson Levine.   That proved frustrating for potential riders and JDRF staff.   "We're not set up to customize packages like a travel agent," she explained.

 

In 2009 JDRF piloted a two-tier approach and in 2010 it adopted a three-tier fundraising minimum: a $4,000 Gold package with all the bells and whistles; a $3,000 Silver package (which excludes transportation for the rider and his or her bike); and a $2,000 bronze package which also eliminates lodging from the package.

 

The results were very positive.   The 1,000 participants (up from 725 in 2009) divided almost evenly between the three fundraising levels.  Hundreds of thousands of dollars more were raised overall at the same time that the program's expense ratio fell dramatically.

 

Looking ahead, Levine says JDRF may do away with the expense-laden Gold level or substantially increase its fundraising requirement. The group will continue to inspire participants to raise more than their minimums with targeted incentives like the Hincapie backpack that proved very popular this year.

  
David Hessekiel

President
Run Walk Ride Fundraising Council
[email protected]

PS -- These are the kinds of insights you can expect to receive at the Run Walk Ride Funraising Conference on March 1 & 2.  Registration is now open -- hope you'll join us!

PPS -- Don't miss out on the chance to honor your team for its accomplishments and your most inspiring volunteers for their dedication by entering the Pacesetter and Cash, Sweat & Tears awardsFinal entry deadlines for both are December 15.
Endurance Fundraising Spotlight:
Richard Hulnick, New York Road Runners

Charity runners in the ING New York City Marathon smashed previous records this year by raising a projected $30.6 million through the November event organized by the New York Road Runners.NYRR

Business Development Director Richard Hulnick is the man in charge of NYRR's charity program.   He recently provided us with background on the marathon's enhanced fundraising initiatives and the chances for new groups to participate in the Big Apple's marathon.

Hulnick linked the fundraising increase to several factors:
  
-- More spots for charity runners (7400 up from 6800 in 2009)
-- Few unused spots among those allocated to charity
-- The addition of 800 runners not affiliated with an official marathon charity who raised funds through its partnership with Crowdrise.

Guaranteed entries for charities in the NYC Marathon range in cost from $550 to $950 depending on the associated benefits provided to the charity and their runner.   NYRR, a nonprofit organization, justifies those fees as revenue that supports its mission.  The size of the 2011 charity entry pool has not yet been determined, but Hulnick expects several hundreds to be available.

Applications are due by January 15.   Hulnick said priority is given to local groups (which can receive five entries under the Community Charity Program) and to national charities whose missions do not duplicate those of current partnes and that have the ability to bring in people from outside NYC.
It's RWRF 30 Survey Time!

We've just sent out the surveys for our fifth annual Run Walk Ride Fundraising 30 Study.

Our goal is to accurately capture revenue, participation and other data for the nation's top programs in order to provide you all with a valuable benchmarking tool.

That's only possible with your help.   Please respond promptly.   Complete the survey online today by following this link.

Don't hesitate to contact us with any questions at [email protected]

Pacesetter Late Entry Fee Waived

Enter Your Work by December 15

 Pacesetter logo
In the holiday spirit, we've decided to waive the late for entering the Run Walk Ride Pacesetter Awards.

That means you have until December 15 to send in your best work in up to six categories:
Best Recruitment Brochure.  Best Print Creative.  Best T-Shirt Design.   Best Online Video.   Best Integrated Digital Marketing.  Best Sponsorship Activation

Entering is easy.  Winning showers your team the recognition it deserves.
 
Entry deadline extended to: December 15  without a late fee

Click here for all the details!


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In This Issue
Spotlight on NYC Marathon
Time to Complete RWRF 30 Survey
Pacesetter Late Fee Waived

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