In this webinar, FirstGiving and the Organization for Autism Research draw from 2 year's worth of fundraising data collected from the New York, Chicago, and Boston marathon to give you best practices and tips to maximize your marathon fundraising. Whether you're a nonprofit or an individual raising money, follow these tips for sound success.

1. Marathon Fundraising Best Practices

2. Marathon Fundraising Best Practices
A Look at the Boston, Chicago & New York City Marathons*
*all data is derived from FirstGiving fundraising totals for all nonprofits that participated in one of these three marathons in 2011 and 2012.

3. Donor Engagement
How do I convert donors into
active supporters and
fundraisers?
How do we take advantage of
our fundraisers’ networks?
Planned Fundraising
Key Takeaways
How soon do I begin planning my
fundraising efforts?
Are there any critical fundraising
periods leading up to an event?
The Top 25
Who are my top fundraisers and
what makes them so successful?
SCEEMarathon Fundraising Best Practices

4. Plan Ahead...Start NOW!
 Fundraising strategy and planned activities should be
finalized no later than 6 months in advance. This is
especially important for new supporters that lack
fundraising or marathon participation experience.
 The average donation level typically peaks in the 4
months leading up to the endurance event.
 Reach out to your donors and fundraisers early and
often.
Timing Is Everything

5. SCEETiming Is Everything
$159,391
$249,785
$347,053
$410,160
$5,232 $6,186 $170 $153 $409 $542 $8,277 $34,736
Event Date: Third Monday of April
$1,772 $16,400 $25,908 $18,693 $25,285 $40,876 $58,853
$96,808
$218,465
$153,532
$8,382 $1,593
Event Date: Second Sunday in October
$4,078 $2,204 $4,140
$66,334
$35,270 $28,312
$66,216
$197,402
$292,809
$256,459
$64,883
$6,617
Event Date: First Sunday in November

6. Let Your Support Network Work For You!
 Empower your supporters with tools that will not only
allow them to make direct donations but will also allow
them to solicit donations from friends and family.
 Optimize donation opportunities by encouraging your
supporters to create individual fundraising pages and
campaigns.
 Incentivize your supporters with recognition and awards
for reaching fundraising milestones with the help of
family and friends.
Teach Them How To “Fish”

7. SCEETeach Them How To “Fish”
523 547
434
282
553
454
Boston Chicago New York
2011
2012
Number of Fundraising Pages Per Event
$3,287
$1,216
$3,324
$3,026
$1,319
$3,072
Boston Chicago New York
2011
2012
Average Amount Raised Per Fundraiser
Total Number of Donations
$20,655
$10,503
$14,218
$10,877
$11,351 $13,805
Boston Chicago New York
2011
2012

8. What Makes the Top Fundraisers Stand Out?
 Much like you, they plan ahead. Runners must typically
begin fundraising at least 4 months prior to the
marathon to meet fundraising goals.
 They communicate consistently and clearly. Their
donors know why they support the cause and remain
connected to the cause through regular fundraising
updates, and post-race “thank you” messages.
 They don’t neglect residual giving! Post-event donation
solicitations actually yield higher-than-average
donation amounts. Keep pushing those donation goals!
Identify Ambassadors

9. Use the draw of the race to
connect with fundraisers that
are already supporting your
mission.
Develop a plan of execution that
includes best practices at every
stage: planning, promotion, during
the event and post-event.
I want to implement these practices for my nonprofit...
SCENHow To?

10. Harness the power of the endurance event...
SCENConnecting with Fundraisers
FACT: In 2012, more than 12M
participants took part in a
run, walk, ride or tri tied to
charity*
34% of all participants in
endurance events are motivated
by raising money for a charitable
cause.
Your supporters are already
there…go engage them!
* 2012 Run Walk Ride Fundraising Survey Top 30 Report.

11. Harness the power of peer-to-peer networks...
SCENConnecting with Fundraisers
 P2P platforms quickly connect event participants with nonprofits
 Fundraisers become evangelists for both the race and the nonprofit’s cause
 P2P expands network of participants as well as exposure to new donors

12. Anecdotal insight from the RUN FOR AUTISM, Organization for Autism Research...
SCENConnecting with Fundraisers

13. Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan

14. Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fundraiser’s network of friends and family
 Social media is a great platform to connect a participant’s network with
the cause they are championing and allows you to connect at every stage…

15. Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fundraiser’s network of friends and family
 Social media is a great platform to connect a participant’s network with
the cause they are championing and allows you to connect at every stage…
 Planning: Identify the race you would like to align with based upon
location, level of experience in marathon fundraising, etc. Find
creative ways to reach out to solicit donor support and participation in
an upcoming race.

16. Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fundraiser’s network of friends and family
 Social media is a great platform to connect a participant’s network with
the cause they are championing and allows you to connect at every stage…
 Promotion: Talk about it, tweet about it, chat
about it…keep talking about it…now talk some
more. Your supporters don’t mind!

17. Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fundraiser’s network of friends and family
 Social media is a great platform to connect a participant’s network with
the cause they are championing and allows you to connect at every stage…
 During the Event: Share important milestones. Highlight progress to
goal to help build momentum – people want to jump on board when
they see others doing so.

18. Social media and peer-to-peer fundraising go hand-in hand
SCENDeveloping An Engagement Plan
 Relies on an individual fundraiser’s network of friends and family
 Social media is a great platform to connect a participant’s network with
the cause they are championing and allows you to connect at every stage…
 Post-Event: Thank your supporters, recognized them and celebrate
with them again and again.