Making fund-raising work
Most runners who participate in charity runs are not members, donors, or prospects, yet some fund-raisers are intent on converting them.
Kent Munro, former race director of the Jingle Bell Run, in Chicago IL, offered incentives to runners, hoping to snare some in his quest to raise funds for the Arthritis Foundation.
Speaking to attendees of the "How to Produce a Successful Race" program, yesterday in Park Ridge IL, he reported the success of pre-race parties and the peer group pressure and camaraderie derived through team recruitment and team fund-raising.
One unique tactic he used was the offer of free parking on race day for runners who raised at least $200 in donations. While that was far more than the $26 parking fee in downtown Chicago, it was enough to cause some runners to collect donations from friends, family members, and co-workers, and avoid having to spend their own money on parking.
Mark Mandel, race director of the Roselle Run for the Roses, in Roselle IL, took a different tact in fund-raising efforts for the Tourette Syndrome Association. Rather than try to convert people who showed up just to run, he stressed the need to "preach to the choir."
He found that supporters of the cause - whether walkers, runners, or non-participants - were far more motivated to make donations, raise funds, volunteer, solicit vendor and corporate contributions, and help make the race a successful fund-raiser.
Both agreed, though, that most runners show up just to run. Fund-raising efforts need to tap into other audiences.
Who is the star?
At the conclusion of every performance of the musical Hair, the audience is invited onstage to sing the final song.
What can you do in your race to make the runners - even the slowest ones - the stars?
Race director training
You can still sign up for the February 6 race director training session in Park Ridge IL. Get info about social media, sponsorship, fund-raising, course management, and more.
Sign up now or get details first.
A different twist
At yesterday's meeting of the Illinois Association of Park Districts and the Illinois Park and Recreation Association, one race director reported a new triathlon that would include ice skating as one of the event's three components.
Adding a different twist to an event can help attract participants if the race is a fund-raiser for a charity, foundation, or other not-for-profit organization.
Unlike a standard road race, which generally attracts people who want to run, an unusual event may attract donors, members, and prospects who support the cause.
Runners will care less about their finishing times and more about just completing the event - whatever it is.
The organization will enjoy a field filled with supporters (a rarity in a standard road race) and can focus on the fund-raising that it is most interested in.
So, make it different (like the American Cancer Society's Relay for Life), make it fun, and make it unique. People will talk about it.
Sponsorship value
Here's what IEG has to say about increasing sponsorship value.
Don't make them ask
Always make registration information and entry forms available to runners. Don't make them ask for information.
Post race information online with a link to a registration site. Also provide a link to download a hard copy that can be mailed in (some people can't or won't register online).
Never tell runners to call or e-mail to obtain an entry form (or a club membership form).
Best Chicago area race
The Soldier Field 10-miler, produced by Fleet Feet Sports Chicago, was presented with the "Best Race of the Year" award, by Chicago Area Runners Association at its annual awards luncheon, yesterday.
A slew of awards were also presented to top finishers and frequent runners on the year-long CARA race circuit. As is the case in many races, no runners were eligible for awards in the 15-19 age group and very few in the 20-24 age group.
Also, 20- and 30-something runners were not present in the numbers that usually appear at area races. Maybe they don't like sit-down banquets (that start before noon on Sunday).
A different type of event might appeal more to younger runners - race directors should keep that in mind.
A new giveaway?
Races give out a lot of water bottles imprinted with sponsor logos. How about giving runners hand sanitizers, instead?
According to the Advertising Specialty Institute, sanitizers currently rival pens as the most popular logo items.
Sponsors like products that consumers can view and use repeatedly, like refrigerator magnets, pens, desk accessories - and hand sanitizers.
They are much more effective business promotions than logos on banners, printed applications, or web sites.
If race directors can get sponsors to pay for sanitizers, that may be a very desirable item for a goody bag.
No contact?
The web page for the event of a national charity does not include a "contact" button. You can donate or volunteer, but you cannot contact the office.
It took us six (6) clicks to find a page that listed a mailing address, telephone number, and e-mail address.
Why doesn't the charity want anybody to contact it?
Getting physical
"Running or walking for charity also is growing because the physical demands to compete in a race build an emotional commitment to its cause," says an Arizona Republic columnist.
But that growth is also a creating a saturation of events in some area. And many charities have unrealistic fund-raising expectations.
Marathons, triathlons, and trail races may offer that same physical appeal. Completing an event that is more demanding than other events - or even other races - provides satisfaction to many runners and encourages them to register for more races that will produce those same feelings.
It's like racing to the top of a hill. It takes exertion and it results in success.
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