Event Fundraising for Small

Organisations

Julie-Anne Slatter MFIA

Australian Cancer Research Foundation

Increasing ROI through targeted communications

How ACRF raised $600k with no signature event

• Why use existing events over creating your own

• How to increase stewardship without creating too much work

• How to create a program where your supporters are the heroes

• Example communication plan

Situation at ACRF, April 2014

• Existing program consisting of multiple running events

• Communications focused on maximising fundraising dollars

• $300,000 p.a. from sports fundraising

Why Use Existing Events to Fundraise?

PROS• It’s a lot cheaper than starting from scratch• Staff engagement opportunity• Once you find a system that works, you can partner with more events• Most fundraising is online

CONS• Loyalty may be to the event, not your cause• Competition with other charities• Event may not align perfectly with your brand

Lesson #1

Relationships require love & attention to survive over time

Opportunity to change the way we communicate

• Learn from existing research

• Ask supporters what they liked/disliked about current communications

• Add extra steps to show appreciation

• Follow up after each event

“Please try to be more empathetic, it's not all about the $ for me, I'm not overly psyched about that.. I'm very happy for it, but things are more complicated that that around this run for me. It's more about a cathartic experience and still processing that my father just died and that I hope others don't have to go through that one day in the future etc.”

“There were a lot of supporters from the other charities but did not see any ACRF cheering during the race either this year or last. It would be nice to see next year.”

Sought feedback from existing supporters

Lesson #2

It’s not about the money.

Result

• Before sharing story, average donations $1,500/week

• Donations jumped to $10,730 in the week following

• Highest number of fundraising registrations during that week

Feedback from Runners

“During the race it was fun to see people from the same group - you could identify by the colour of t-shirts!”

“All the feedback leading up to the event, such as how team was going, individuals posting on face book etc was great”

“Felt supported”

“Lots of support and advise in the lead up with fund raising Briefing beforehand “

Lesson #3

Your program is never perfect; there are always improvements

to make

Food for Thought

• Automated communications

• Facebook group – if you have capacity

• Branded merchandise

• Event day presence