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.