How MOB events are changing the event fundraising landscape
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The rise of the M.O.B. events How experience led events are changing the fundraising landscape Institute of Fundraising Convention 7 th July 2015
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Transcript of How MOB events are changing the event fundraising landscape
The rise of the M.O.B. events How experience led events are
changing the fundraising landscape
Institute of Fundraising Convention
7th July 2015
Presentation Topics
1. What are experience led events and where
have they come from?
2. Insight into the data behind the fundraisers
3. Case studies – Electric Run & Breast Cancer Care
– Color Run & Save the Children
4. Summary
5. Questions
My experience in the charity sector
“Traditional” fundraising events
Out of their comfort zone
• Physical challenge
• Beyond comfort zone
Out of their comfort zone
“Traditional” Fundraising Events
(Experience)
Event (Cause)
Charity
Experiential
events…
What are experiential events?
M.O.B.
Events
Copy
Experiential Events
Colour
Copy
Experiential Events Sound & light
Copy
The super social
…are born from
social media
The new
breed of
events…
• Part of something big
• More related to the activity than the cause
The role of social media
Part of something big
Charity’s role? Not driving force
Team focus
Copy
Experiential Events
Copy
Experiential Events
“Fundraising has become more
about the activity than the cause”
Karl Mitchell
Director of Fundraising and Supporter
Development at The Woodland Trust
Challenges facing charities
“…increased competition and developing new
products for younger audiences”
Lynda Thomas
Director of Fundraising at Macmillan Cancer Support
Copy
Experiential Events Opportunities
Younger audience
First time fundraisers
Lifetime value
Mostly young men in full-time
employment who want a challenge
M.O.B. fundraising
Explosive growth over the past
years in M.O.B. fundraising: 356%
increase in pages from 2012 - 2014
Meet the M.O.B. fundraisers
[PERCENTAGE
] Female
[PERCENTAGE] Male
Gender split Age ranges
2%
26%
22%
21%
11%
12%
3%
2%
1%
0%
0%
0%
0%
Under 18
18-25
26-30
31-35
36-40
41-45
46-50
51-55
56-60
61-65
66-70
71-75
76+
93%
69%
43%
37% 35%
Social networks
F/T, 81%
P/T, 8% Student, 9% Carer, 2%
Employment “I wanted a challenge”
(54%)
M.O.B. – how do they support charities?
3%
6%
8%
20%
22%
22%
28%
30%
33%
42%
42%
42%
Add a charity to your will
Give money via payroll giving
Sign up to charity mailing lists
Raise money offline
Monthly direct debits to charities
Volunteering
Workplace collection
Follow charities on social media
Share charity information on social media
Make donations to a charity shop
Attend charity fundraising events
Donate money offline
What’s next?
49% of the M.O.B.
fundraisers will find an
new event to try (and
support a charity)
…And 64% of them will
support the same
charity again
Mostly young women wanting to
support a good cause via a fun
experience
Experiential event fundraising
Decent growth over the past years
in experiential fundraising: 212%
increase in pages from 2013 - 2014
Meet the Experiential fundraisers
Age ranges
13%
24%
19%
15%
7%
8%
8%
4%
2%
1%
0%
0%
0%
Under 18
18-25
26-30
31-35
36-40
41-45
46-50
51-55
56-60
61-65
66-70
71-75
76+
96%
60%
49%
38% 34%
Social networks
F/T, 49%
P/T, 19% Student, 21%
Carer, 6% retired, 1% no work, 4%
Employment
“I wanted to support
my charity” (53%)
Gender split
[CATEGORY NAME]emale [PERCENTAG
E]
[CATEGORY NAME]
ale [PERCENTAG
E]
Experiential – how do they like to support charities?
4%
4%
12%
16%
20%
23%
24%
31%
37%
41%
42%
55%
Add a charity to your will
Give money via payroll giving
Sign up to charity mailing lists
Raise money offline
Volunteering
Donate money offline
Monthly direct debits to charities
Workplace collection
Share charity information on social media
Follow charities on social media
Attend charity fundraising events
Make donations to a charity shop
58% of the experiential
fundraisers will find an
new event to try (and
support a charity)
…And 46% of them will
support the same
charity again
What’s next?
Born in the USA
20 – 30yr olds
70% female
Considerations
Fundraising
Adding value
Cost
Association
Brand identity
Engagement
Entries
JustGiving page
creation
Press & PR
What we did…
Tone &
messaging
Social media
Incentives
Activation
Volunteer
recruitment
Corporate
partnerships
Subsidised charity places – 1,345
Wembley 14,000 Manchester 5,000
Own place – over 1,700
“Free” Breast Cancer Care places – 325
(Hear from event partners – over 3,000)
Electric Run 2014
Electric Run 2014
Team entries Commitment?
Over 1,700 contacted look like raised £0
Electric Run 2014
£204,000 raised
Subsidised
£140 Own places
£206
“Free” places
£305
Fundraising per head
Cross marketing
40 – Sporting events
8 – Pink Ribbonwalks
7 – Special events
6 – Community
2 – Treks
1 – Major Donor
Learnings Dependant on event
organisers for many factors
Number of events Number of participants
Event day branding
restrictions
Feedback -
Good & Bad
2nd year syndrome
Detailed contract
Post event plan
Shelf life
Learnings
- 7 events nationwide
- 65,000 participants
- Average age 24
- 24,000 ticked to hear
from “official charity”
- 3,500 joined the
Save the Children team
Copy
Save the Children
Copy
Save the Children
Copy
Save the Children £65 average raised per person
Of those who actually fundraised,
average £124 per person
Summary
Raised over
£180k
Cost too much
money and
staff time to
continue
Cross
marketing still
in progress
Summary
Role of the charity in partnership
Summary
• To event organisers
– Remove barriers to
encouraging sign ups
– Adding value is key!
(including money)
• To participants
– Understand the target audience
– Matching the tone of the event whilst maintaining your
own brand identity
• Lifetime value of supporter
– Event as acquisition tool
– ROI change in perception
• Global experiential events are very commercial
– Higher risk vs chance of reward?
– Potential short shelf life
Summary
• Still in their infancy as events
– More to learn as this trend matures
– What’s the next big thing?
• Charities are creating their own…
£2.30
£2
£3 £1.50
£2.50
Pretty Muddy
ToughSh!t
Summary
Key takeaways…
• Both M.O.B. and experiential events are great opportunities to enhance your events mix
(and meet some new types of fundraisers)
• Getting involved with these events is an useful way of getting your charity in front of the
younger ‘Instagram generation’
• Treat them right and these new fundraisers have the potential to support your cause in other
ways – but give them the right opportunities and prompts
• The growth in these event types indicates that young potential supporters are looking for
new and unique experiences that they can do for charity – so it’s worth experimenting!
Thank you!
Any questions?
Tom Whitehead
@tomawesomeo
www.emf.org.uk
Liz Kessick
@lizkessick
• Meet and network other charity event fundraisers
• Online forum all year round
– EMF meetings held every
two months
– Guest speakers from
sector
– Interactive group sessions
– Social drinks
– Share work questions, industry contacts
– See latest jobs
• Just £10 per year.
• Institute of Fundraising affiliate group
