How to activate your London marathon runners
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London marathon trends and tips – how to get your runners raising more
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Transcript of How to activate your London marathon runners
London marathon trends and tips – how to get your
runners raising more
Agenda:
• 2017 London marathon – what we learnt
• Tips for you and your fundraisers
• How to engage with your network
• Resources available to you
• Questions?
Running still dominates
Data represents ‘event fundraising’ pages (as of 20 June 2017)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
Parachuting &skydives
Triathlons Swimming Treks Cycling Walks Running /marathons
Pages created per event type
2011 2012 2013 2014 2015 2016
MARKET CONFIDENTIAL
Walks
£351
Running/
marathons
£395
Cycling
£770
Treks
£914Parachuting/
Skydives
£606 Swimming
£432
Triathlons
£749
Marathons - £1,231
Half marathons - £518
10k - £319
5k - £183
Average raised incl. Gift Aid per active ‘event fundraising’ page in 2016 (as of 20 June 2017)
Which events raise the most on average?
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TOTAL RAISEDLONDON MARATHON 2017
£23.3mon 2016
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MARATHON WEEKEND
£2.3m+11% on 2016
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MARATHON SUNDAY
88%mobile traffic
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MARATHON WEEKEND
1.4 millionpeople visited justgiving.com
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donations
per second3MARATHON WEEKEND
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of London Marathon donations
are made the week before
MARATHON WEEK
29%
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We plan every year for huge volumes of marathon traffic, but this year we also dealt with an unplanned spike of 16,000 visits at 10pm on 19 April in response to Billy Monger Crowdfunding campaign.
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Our stability was sadly really put to the test after the Manchester arena bombing.
We’re proud that everyone who wanted to give, was able to give.
At one point we saw 36,000 people visit JustGiving –enough to fill White Hart Lane.
13,000PEOPLE CHOSE TO FUNDRAISE
FOR THE MARATHON ON
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90%PAGE ACTIVATION
on 2016
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£1,933PAGE AVERAGE
+£150 on 2016This is the number we obsess about:
RAISE MORE MONEY BY OFFERING
BEST EXPERIENCE
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What are the behaviours of the marathon fundraisers who raise the most?
1) They arrive early to the party
APRILJANUARY
CREATE PAGE
107+ DAYS BEFORE
£2,166+£200 than
the average!
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How do you get fundraisers to make their pages early?
Use a Campaign Pageto benefit both you and your fundraisers.
TIP
• Let runners feel part of something bigger -your London marathon team!
• The fundraiser leader board builds community spirit and encourages healthy competition.
• Save time and resource by keeping all fundraising (and donations) for the event in one. At a glance see your overall progress, and keep track of individuals who have or haven’t hit their target yet.
TIP Create an event Deeplink for the Campaign
1. Under ‘Events tool’, click ‘Add an event’
2. Choose your campaign name from the drop down menu. This means that fundraisers are automatically added to the Campaign
3. We’ll send you an email with your deeplink or find this under ‘View and promote events’ in the same tab. Anyone who clicks the deeplink to make a page will be joined to the Campaign.
Once you’ve created your Campaign, join it to the event.
TIP Promote your Campaign• Include event deeplink and button in all
comms to fundraisers – encourage ballot place holders to join your team!
• Promote the Campaign to fundraisers and highlight the leader board
• Prompt fundraisers to share, Share, SHARE!
• Encourage fundraisers to engage with their page, using resources available to them, and posting updates on their page
TIP Encourage ballot place holders to run for your charity
Filled the places you submitted to Vests of the Best?
Ask us to remove the ‘Apply now’ button and share your ‘Start fundraising’ button to let own place runners know you would love them to run for you.
Let people know the great work you do and how much their marathon fundraising could help.
www.justgiving.com/vests-of-the-best/find-a-vest/londonmarathon2018
Promoting your marathon team on your website TIPOn your homepage and fundraising area
Put fundraising front and centre
• Use the event deeplink for ballot place runners• Ask us for your Campaign donation link
(donations direct to Campaign rather then your general ‘pot’
• Use Campaign Card widget (in ‘Fundraising’ tab)
Suggested copy:Your London marathon fundraising will really make a difference to us. If you have a ballot place, we’d love you to run for us! Create a JustGiving page quickly and easily and the money you raise will be transferred directly to the charity.
2) They use all the tools in the toolbox
1. MOBILE APP 2. TARGET 3. PROFILE PIC 4. PHOTOS
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£2,121 raised on average
by marathon
fundraisers using
the JG app
1. MOBILE APP
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Our perfect page
analysis shows that
setting a page target
can increase £ raised
by up to 45%
2. TARGET
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A perfect excuse for a
selfie – people that
add a profile picture to
their page raise up to
23% more
3. PROFILE PIC
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Fundraisers that
share photos raise
more money - 2%
more per photo
4. PHOTOS
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4. POSTING PHOTOS AS UPDATES
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How much more did people raise if they used all four features?
£1,431MORE RAISED
£721 vs £2,152
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£200 more raised when a London marathon
fundraiser promotes text giving to their page
BONUS STAT
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Nothing beats a story from the heart. Fundraisers with personalised stories raised £130 more that those that
didn’t.
BONUS STAT
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How do you encourage fundraisers to perform these behaviours?
TIP Make the most of our online resources
www.justgiving.com/londonmarathon
70% SHARE RATE
TIP Make the most of our online resources Cheer Squad
• Easy to make, personalised,
shareable content
• Adds a personal touch
• Encourage your wider
community to cheer on the
team
Stay tuned for 2018 version!
TIP Make the most of our online resources Vests of the Best
To help runners celebrate and to raise even more, we created a fun way for them (and you) to share their marathon fundraising. You can search by individual, read their story, see their charity and amount raised .. and click through to make a donation
Engagement leads to action!Vests of the Best emails 64% OR and 54% CTOR
Drove 10,000 visits to JG.comWithin 24 hours, people donated £70k
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Engage runners with social mediaTIP
• People love numbers and feeling part of something bigger. Update people on how many runners you have and how much they’ve raised.
• Test what works best for your audience – different types of content work differently on each social media platform.
• Shareable gifs add some fun, engaging content. Our Marathon Hub has plenty!
• Encourage people to support the team by donating even if they aren’t running.
• Highlight personal stories of your runners to encourage donations. A personal shout out makes a fundraiser feel like a VIP too.
• Share fundraising and running tips –a tip of the week perhaps.
When to postTIP
• When you’ve almost filled your spaces.
• When you’ve then filled your places, to encourage ballot place runners.
• When fundraisers hit milestones – either in training or fundraising.
• Countdown to event – nothing like New Year’s resolutions to convince people to step up their training, and fundraising too!
• On the day! This is what they’ve been working towards – wish them luck and remind them how important their fundraising is to you.
• After the event. Time to congratulate them, say a huge thank you and point out their fundraising total.
Engage runners with social media
Engage your network with email TIP
Build relationships with
individual runners
Engage with your wider network
to build community spirit
• Share your runners’ stories
• Update them on total raised
• Prompt donations to the team
• Inspire them to fundraise in future
• Show the importance of fundraising for the
charity
• Say thanks!
• Build personal relationships, one to one
• Show interest in their training
• Support and motivate them
• Remind them how important their
fundraising is to you
• Say a huge thank you!
Rewards and IncentivesTIP
“Taking some inspiration from the Tour de France yellow
jersey, we’ve introduced a ‘green vest’ incentive, where our
top 5 fundraisers get our running vest in reverse colours to
wear on the day, to help them show off how awesome they
are.
This has worked brilliantly, with lots of our runners
checking in with us in the lead up to the
marathon asking where they’re ranking, and really pushing
their fundraising to help them win.
We’ve also rolled something similar out for RideLondon
which is working great too.”
Jade at Anthony Nolan
TIP Training days
Make your runners know you’re invested in their training and success by offering a training day.
Provide fundraising, running tips and charity merch or resources.
Haven’t got the resource to offer this? Let JG host this for you!
We are hosting a training day for runners in January!
Invite your runners here: http://just.ly/london-marathon-runners-event
Thanking your fundraisers
• Thank them on the day
• Use social to publicly thank them
• Prompt them to share their page (20% donations come in after event)
• Use email or letters
• Check in occasionally after the event
• Thank the team and encourage others to join next year’s, or do another event
Key takeaways
1) The early bird catches the worm2) Use all comms channels - social media, email, in person3) Build community spirit with wider network4) Engaging content drives action5) People like hints and tips6) Get fundraisers using all tools in the JG toolbox7) Make the most of our marathon resources 8) Make your runners feel special!
Key takeaways
Helping our fundraisers raise more
Emma Evans
Events Manager
Hannah Richards
Events Officer
Introduction to our team
Gabi Field
Head of Community and
Events
Emma Evans
Events Manager
Hannah Richards
Events Officer
Abbey Thorogood
Events Assistant
Charlotte Lee
Community Fundraiser
Heather Clifford
Community Fundraiser
Greta Zapolskyte
Community Fundraiser
Lida Bellou
Community Fundraiser (part-
time)
London Marathon Income
Welcome to #TeamStroke
Fundraising packs• Letter
• Empty belly event poster
• Publicity form
• Fundraising tips
• Guess my time sheet
• JG fundraising tips
• Setting up a JG page
• Marathon training tips
• Sponsorship from
• We are the Stroke Association
• Wristband
• Balloons
• Pen
Social Media
Personal touches
Face to face
Training Day (January):
• Food and drink
• Training tips
• Nutrition tips
• Talk from top fundraiser
• Talk from stroke survivor
• Team run
• Running vest collection
Celebrating Success - Milestones
£2,000
£1,000
£500
On the day support
How to maximise fundraising
• Build supporter relationships
• Introduce incentives
• Make your second ask
• Remind supporters why they’re running
Building supporter relationships
• What do you know about your supporters?
• What do they know about you?
• Get to know the individual
Incentives
Incentive ideas
• VIP treatment post-race
• Goody bags & ‘top fundraiser’ prize
• Real-time competitions
• Shout outs on social media
• Create collectives/groups – (links to retention)
Remember why!
Make your second ask
• Improve retention rates
• Make your second ask within 30 days
• Tailor your ask to the individual
• Cross-team working
• Utilise your collectives
Any questions?
StrokeAssocLondon
@StrokeAssocLDN
Emma Evans, Events Manager
Hannah Richards, Events Officer
For more information
Helpline: 0303 3033 100
Website: stroke.org.uk
