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
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 awards. Final entry deadlines for both are December 15. |