RACE FOR LIFE

Sam McAllister & Charlotte Webb

What is Race for Life?RACE FOR LIFE STARTED AS ONE EVENT IN 1994 AT BATTERSEA PARK WITH 680 PARTICIPANTS

UK’S LARGEST WOMEN-ONLY FUNDRAISING EVENT SERIES

OVER 240 EVENTS AROUND THE UK FROM MAY TO JULY - FROM 1,000 TO NEARLY 20,000 PARTICIPANTS

WALK, JOG OR RUN 5K OR 10K

FUNDS RESEARCH INTO ALL 200 TYPES OF CANCER AFFECTING BOTH MEN AND WOMEN

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£14.99 registration fee covers the costs of the event so that the money raised in sponsorship goes directly into helping us beat cancer

Since Race for Life started, six million participants

across the UK have raised over £457 million to fund Cancer Research UK’s vital work

In numbers…

What’s the appeal for brands? The tangible platformNational and Regional marketing campaign offers multiple touch points

Regional & Local

Marketing

PR & Media Campaign

National & Regional Media

Partners

Digital platform

Fundraising

600+ High Street Shops

CRUK 6m supporter database

Social Media

200+ Live Events

Advertising – TV, Radio,

Outdoor and on-line

What’s the appeal for brands? The intangible connection

•Connecting with the emotion of Race

•Charity affiliation – internal/external engagement

•Race is a success story and is prestigious with a good reputation

•Ability to activate

•Limited Sponsor “clutter”

•Category exclusivity

•Low risk/high value investment

Our sponsorship model

- REVIEWED IN 2011- PYRAMIDAL 3-TIER MODEL- MAXIMAL INCOME FOR EXPLOITATION OF AVAILABLE RIGHTS- ALLOWS OPPORTUNITIES TO ENGAGE AT ALL BUDGETS- SUFFICIENT FLEX TO DEVELOP BESPOKE PACKAGES

Past and present sponsors

What we look for in a partner/sponsor

Brand synergy - not always obvious…

Not a mere branding exercise - Immersive

Fully integrated approach to campaign planning

Symbiotic relationship

An ambition for longer-term relationships - not essential, we are open to tactical short-term opportunities too

Keenness to support test and learn

Case study: ScottishPowerExemplary partnership – ambition to raise £10m over 3 years. Official Sponsor designation

High 5’ campaign, harnessing the ‘collective energy’ at Race for Life events

40,000 High 5s = £20,000 donation to CRUK

Emails and direct mail sent to targeted ScottishPower customer base

Onsite activity at 5 key Race for Life events

Regional PR a key focus at events, with a world record attempt at Hyde Park, and ScottishPower employee case study at Glasgow event

High employee engagement, with ScottishPower paying the Race for Life entry fee for their staff

‘cancer. We’re coming to get you’

2013 Campaign

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Any questions?