This document outlines an agenda for a challenge summit discussing peer-to-peer fundraising. The summit features presentations on challenge event programs from the Canadian Diabetes Association, The Realbuzz Group, and ACG, Inc. The Canadian Diabetes Association case study describes their Team Diabetes program, which has raised over $33 million. The Realbuzz Group discusses new challenge events and third party event options. ACG, Inc. provides three examples of how non-profits can leverage challenge events: refreshing an existing signature event, expanding to new markets, and launching a new peer-to-peer program. The agenda concludes with an open discussion between presenters and attendees.

1. Peer to Peer
Fundraising Canada
Challenge Summit

2. Your Speakers
Donna Dowsett
National Director-Events
Canadian Diabetes Association
Nick Hollowood
Head of US & Canada
The Realbuzz Group
Rachel Armbruster
President
ACG, Inc.

3. • Time to “Peer to Peer”!
• Program and Campaign Overviews:
-Canadian Diabetes Association Case Study
-The Realbuzz Group – New Challenge Events
- ACG, Inc. – 3 Ways to Leverage Challenge
Events for Your Nonprofit
• Discussion
Challenge Summit Agenda

4. Canadian Diabetes
Case Study
Donna Dowsett
National Director, Events

5. Team Diabetes
• Program Overview
• #1 Behaviour modification program I have ever been a part of
• Team Diabetes has raised over $33 million since 2000 and had more
than 12,000 participants, introducing more than 14,000 donors to the
Association annually
• 67% of Team D Participants are either living with diabetes or have a
family member with diabetes, and this number is growing.
• Revenue growth in Canadian events consistent in International
• Events
• 4- 6 International events per year ($6100-$9000 FR goal)
• Size range 25-100+
• Individuals
• 21 Canadian events ($350 FR goal)
• Size range 20-15-
• Individuals family, friend and Corporate Teams
• Staffing
• 1 Director, 1 Events Manager, 1 Events Coordinator, 1 Operations
Coordinator, 5 Field Program Coordinators, 1 contract for travel
logistics

6. • Key Program Drivers
• The connection to the cause
• We stand out
• The unique experience
• The staff support from start to finish
• The use of alumni
• Collaboration
Team Diabetes

7. 2015 marks the 15th Anniversary

8. Blue Nose (Halifax)
May 16-17, 2015
Saskatchewan
May 31, 2015
Sept 13, 2015
Ottawa
May 23-24, 2015
Sept, 2015
Edmonton
August 22-23 2015
Calgary
May 31, 2015
Lace up with Team Diabetes in an exciting Canadian event!
Toronto
May 3, 2015
October 18, 2015c
Vancouver
May 3, 2015
Oct , 2015
Team Diabetes: 2015 Canadian Events
Victoria
October 11, 2015
Fredericton
May 10, 2015
Blue Mountain
July 19, 2015
PEI
October 16- 18, 2015c

9. Madrid
April 27, 2014
Edinburgh,
May 24-25, 2014
Reykjavik
August 22, 2015
Cayman Islands
December, 2015
Kauai
September 6, 2015
Munich
October 11, 2015
Team Diabetes: 2015 International Destinations

10. Cayman Islands
December 1, 2013
Dublin
October 24, 2016
Machu Picchu
August 24, 2014
Nashville
April 25, 2016
Team Diabetes: 2016-2017 International Destinations
Disney World
January 6 -8, 2017
Great Wall of China
May 10, 2015
Reykjavik
August 20, 2016
Gold Coast
July 2-3, 2016

11. • Key Takeaways
• Make a clear connection to the cause!
• Find a way to stand out
• Provide a unique experience
• Understand staff roles and support from start to
finish
• Leverage your alumni
• Collaborate!
Team Diabetes

12. What’s next for your
challenge events portfolio?
Nick Hollowood

13. Third Party Events - Canada

14. • Website
• Registration
• Event communications
• Expo
• Start Line
• Cheer Zones
• Finish line/charity village
Choosing the right third party event
Integrated fundraising at the
heart of all stages of an event:

15. Website

16. Most charity programs are made up of two distinct
elements:
Registration
Guaranteed
Entry Programs
1
General
Entry/Registratio
n Programs
2

17. Event Communications

18. On-site Activation

19. Growth in overseas
fundraising – Case Study

20. Virgin Money London Marathon
$105m
raised in 2015 from
35,000runners
$550m+
raised in the last 5yrs
$3,500+
Average amount
raised per entrant
79%
of runners raised
money for charity
Sells out…
within
minutes!

21. The Ballot
Ballot entries
247,000
Ballot charity enquiries
500,000
Overseas charityballot enquiries
17,000
For North America
3,500

22. What this brings
Global brand awareness
Overseas enquiries / High-net
worth individuals
Valuable general entry data
when combined with
guaranteed entries

24. 2 million total
participants
95% Team
Participation
$8.5M raised for
Wounded Warrior Project
TOUGH MUDDER
$250K raised for
Wounded Warriors
Canada

25. of TMs are first
time fundraisers…
Of M.O.B fundraisers will
find new events to try
(and support a charity)
On average, a Tough
Mudder fundraiser
has
64%
Of M.O.B fundraisers
will support
the same charity again
4x the average
UK Facebook user
49% 67%
68%
Tough Mudders
are often termed
‘Super Social’
…and aged
below 35yrs688FRIENDS

26. • The UK campaign launched in January 2015 & sold out
within a month
• 43 charities share 1,800+ Guaranteed Entries in total
• 1,700+ Guaranteed entries were filled
• Over 3,500 charity enquiries received
• Average Guaranteed entrants committed to raising $800
• 1,300 entrants with their own place in the event registered
to raise money for charity
TOUGH MUDDER - The Results

27. Key drivers to achieve the best results
• Buy in from the top
• Clear aims & objectives
• Dedicated enquiry conversion
• Excellent team management and
runner stewardship
• Incentivize
• Create a team ethic
• Survey

28. And many more…
Worldwide Event Partners

29. 3 Ways to Leverage
Challenge Events for
Your Nonprofit
Rachel Armbruster

30. Challenge Opportunities
1. Current signature event needs a refresh and is
facing some significant challenges
2. National organization without formal chapters
looking to expand into new markets
3. Established organization seeking to launch new
Peer to Peer fundraising program

32. Run to the Sun Relay Transition
• Run to the Sun Relay Overview
• Benefits Beyond Batten Research Foundation
• 25-30 teams each year (corporate and friend/family)
• 8-10 people per team
• Registration fee for each individual
• Team Minimum of $5,000
• Top team raised $25,000+ each year
• 100 miles, overnight with finish line sunrise celebration
• Added kids 1k at sunrise in Years 4 & 5
• Volunteer committee and production company
• Raised over $1.2 million in 5 years
• Year 5 Concerns
• Team Captain fatigue
• Increasing production expenses
• Event capacity

33. Run to the Sun Relay Transition
• Solution
• Transition relay teams to participants in an existing
marathon weekend
• Offer multiple distances (5k – full marathon) to lower
the barrier of entry
• Lower registration fee
• No minimum fundraising
• Incentives for fundraising levels (pre-event and on-site)
• Volunteers transition form multiple exchange stations to
‘supported water stop’

34. Run to the Sun Relay Transition
Benefits to the Transition
1. Exposure to a large audience
2. Marketing partnership with the event host
3. Lower barrier to entry (financially and
physically)
4. No cap on participation (not a sold out race)
5. Utilized existing resources (e-communications,
branding, volunteers, sponsors, etc.)

35. The Pink Agenda Expansion Strategy
• Overview
• Started in NYC as a third party fundraiser/happy hour series
• Began raising significant dollars and partnered with Breast
Cancer Research Foundation
• Main fundraiser was annual NYC Gala
• Began implementing expansion plans in 3 markets
• NYC Marathon team success
• 10-15 team members each year
• Top fundraiser in second year $80,000
• Expansion Concerns
• Dependent on gala in each city for revenue
• No local volunteer/leadership recruitment opportunities
• Year-round presence in new markets

36. The Pink Agenda
Expansion
• Solution
• Create a roadmap for challenge program
execution in each expansion market
• Leverage existing resources
• TPA had successful NYC Marathon team for
3 years
• Use existing NYC Marathon team
infrastructure (emails, incentives, logistics)
• Benefits
• Leadership recruitment
• Donor engagement and stewardship
after the Gala
• Using existing resources/scalable
• Can implement anywhere!

37. Project HOPE iHOPE
• Overview
• Established in 1958
• Currently raising majority of funds through Gifts in Kind and
direct mail
• Average age of donor = 72 yrs old
• Need new donors
• Need to provide more than one way to engage with Project
HOPE (medical volunteer or mail donor)
• Problem
• Aging database
• Low brand awareness
• Minimal engagement opportunities

39. Project HOPE iHOPE
• Solution
• iHOPE: Project HOPE’s new endurance program
• Begin with open races to test model,
infrastructure and customer service/experience
• No set annual event calendar
• Work with company partners to custom build
endurance opportunities to benefit Project
HOPE

40. Project HOPE iHOPE
Benefits
1. Begin building database of peer to peer donors and
participants through new outreach efforts
2. Build brand recognition with a new audience
3. Leverage race director/owner relationships
4. Case studies and participant testimonials
5. First corporate iHOPE team at LA Marathon

41. Key Takeaways
1. Consider challenge program as a solution to an
existing problem or concern
2. Leverage existing events and communities vs.
building your own
3. Build a program that is scalable from the start so
you can make the most of your investment of
time and resources
4. EXPERIENCE IS EVERYTHING!

42. DISCUSSION

43. Armbruster Consulting Group
www.armbrusterconsulting.com
https://www.linkedin.com/company/armbruster-consulting-inc
https://twitter.com/rarmbruster
rachel@armbrusterconsulting.com
Canadian Diabetes Association
http://www.diabetes.ca/
https://www.linkedin.com/company/canadian-diabetes-association
https://www.facebook.com/CanadianDiabetesAssociation
https://twitter.com/DiabetesAssoc
Donna.Dowsett@diabetes.ca
The Realbuzz Group
http://www.therealbuzzgroup.com/
https://twitter.com/realbuzzcom
https://www.facebook.com/realbuzzcom
nick.hollowood@therealbuzzgroup.com
Keep In Touch!

44. Thank You!