Optimising your charity runners
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Emma Nicol Creative Director & Regular Runner (definitely of the tortoise variety not the hare) Optimising your opportunity - charity runners
Transcript of Optimising your charity runners
Emma Nicol Creative Director & Regular Runner
(definitely of the tortoise variety not the hare)
Optimising your opportunity - charity runners
What we’ll be covering: !1. Who I am and why I’m qualified to stand up here and talk about charities, running and marketing. !2. The running phenomena !3. Sizing up your running programme !4. Running Personas !5. Pirates !6. Q&A
#KnowYourRunners
Why do we love to run?
“The reason we race isn’t so much to beat each other but to be with each other.” Christopher McDougall, author Born to Run
Full marathons in the UK 2003 - 50 2012 - 145 2015-2016 - 108 !
Half marathons in the UK 2003 - 189 2012 - 336 2015-2016 - 231
Registered UK Charities 181,232
KEEN&GREEN
GENUINEPURPOSE
AGREE THE FEE
PLEA
FIGHTINGTHE TIDE
NOT CHOOZY FLOOZY
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RAISE NOTPRAISE
SHY BUT NOT RETIRING
PLACEDISGRACE
GROUPTROUPE
GENUINEPURPOSE
CHARITY RUNNERS
Desirability HIGH
MEDIUM
MEDIUM
HIGH
Support Required
Fundraising Potential
Shared ValuesThe GENUINE PURPOSE runner only wants to run for a personally
connected charity. Has an emotionally invested reason to run.They believe in the organisation and understand the value.
Only wants to run for a personally connected charity. !Has an emotionally invested reason to run. !They believe in the organisation and understand the value.
CHARITY RUNNERS
GENUINEPURPOSE
#KnowYourRunners
CHARITY RUNNERS
GENUINEPURPOSE
Marketing Message : 1) Reinforce their desire and
reason to run. 2) Why their selection of cause
was right and a great choice. 3) What their participation
means and what it equates to. 4) Reinforce the shared values.
#KnowYourRunners
CHARITY RUNNERS
GENUINEPURPOSE
Support : 1) Make them feel part of the
team. 2) Make them feel special. 3) Provide items to promote their
part. 4) Help them share their story.
#KnowYourRunners
New to both running and fundraising. !Taking up running as a lifestyle change, to lose weight or to simply give themselves a challenge to work towards.
CHARITY RUNNERS
KEEN&GREEN
#KnowYourRunners
KEEN&GREEN
Marketing Message : 1) Enjoyment and excitement
of participation. 2) Why it makes a difference. 3) The benefits of running. 4) What their participation
means and what it equates to. 5) Explore and emphasise the
shared value.
CHARITY RUNNERS
#KnowYourRunners
KEEN&GREEN
Support : 1) Make them feel part of
the team. 2) Make them feel special. 3) Signpost them to training,
nutrition, equipment. 4) Signpost them to fundraising
channels.
CHARITY RUNNERS
#KnowYourRunners
Just wants a place. !They have no emotionally invested reason to run for a particular charity. !They would hunt around for the lowest fundraising target.
CHARITY RUNNERS
NOT CHOOZY FLOOZY
#KnowYourRunners
CHARITY RUNNERS
NOT CHOOZY FLOOZY
Marketing Message : 1) The desirability of the place
and race. 2) Emphasise the guaranteed
status of the place. 3) Why they should run for you
rather than another. 4) What their participation
means and what it equates to. 5) The thrill of the occasion and
participation.
CHARITY RUNNERS
NOT CHOOZY FLOOZY
Support : 1) Summary and background on
the organisation and cause. 2) Engaging them with the
values. 3) Instructions on the
fundraising channels. 4) Soundbite for interviews/
camera.
#KnowYourRunners
Works in an environment that is awash with fundraising activity and finds it difficult to standout amongst the noise of sponsorship requests. !Keen to participate.
CHARITY RUNNERS
FIGHTINGTHE TIDE
#KnowYourRunners
CHARITY RUNNERS
FIGHTINGTHE TIDE
Marketing Message : 1) Everyone can make a
difference and get involved. 2) Why it makes a difference and
why you need their support. 3) Reinforce the shared values. 4) How you’ll support them to
fundraise.
#KnowYourRunners
CHARITY RUNNERS
FIGHTINGTHE TIDE
Support : 1) Ideas about different ways of
fundraising. 2) Fundraising ideas outside of
the working environment. 3) Ways for them to share their
goal and challenge. 4) Ideas for them to get their
challenge noticed.
#KnowYourRunners
Doesn’t want to fundraise but would rather pay a higher fee themselves to guarantee a place (in smaller races). They may still invested in the charity.
CHARITY RUNNERS
AGREE THE FEE
PLEA
#KnowYourRunners
CHARITY RUNNERS
AGREE THE FEE
PLEA
CHARITY RUNNERS
AGREE THE FEE
PLEAMarketing Message : 1) The likelihood is they are
already a keen runner. 2) Reinforce their desire to run. 3) Define the higher fee and the
value. 4) Give them VIP style privileges.
#KnowYourRunners
CHARITY RUNNERS
AGREE THE FEE
PLEA
CHARITY RUNNERS
AGREE THE FEE
PLEASupport: 1) Creation of a VIP style
package. 2) Create identity for the group. 3) Private Facebook group.
#KnowYourRunners
New to running and reluctant to train but keen to fundraise and share their goal with others. !Could be a milestone birthday or challenge by others.
CHARITY RUNNERS
RAISE NOTPRAISE
#KnowYourRunners
CHARITY RUNNERS
RAISE NOTPRAISE
Marketing Message : 1) Emphasise that the challenge is
achievable. 2) Why their selection was right
and a great choice. 3) What their participation means /
equates to. 4) Reinforce the shared values. 5) Emphasise the importance of
their participation.
#KnowYourRunners
CHARITY RUNNERS
RAISE NOTPRAISE
Support : 1) Make them feel part of the team
and connect to other runners. 2) Advice and signposting to
training and sensible training plans.
3) Signposting to online running communities (Fetch, RunningBug, RMR).
4) Help them share their story.
#KnowYourRunners
Wants to participate as part of a group of friends. !The chosen charity will usually be a connected or personal charity to one of the group.
CHARITY RUNNERS
GROUPTROUPE
#KnowYourRunners
CHARITY RUNNERS
GROUPTROUPE
Marketing Message : 1) Reinforce the excitement of the
race. 2) Emphasise the fun and social
aspects. 3) What their participation means /
equates to. 4) How they are part of a
supported and valued team. 5) Define that you can join as a
team.
#KnowYourRunners
CHARITY RUNNERS
GROUPTROUPESupport :
1) Group style fundraising ideas. 2) Ways to encourage more
members to the group. 3) Training plans for groups /
different levels and abilities. 4) Park Runs - a must!
#KnowYourRunners
Reluctant or shy to fundraise but has the best intentions and would be committed to train. !They are emotionally invested in the charity.
CHARITY RUNNERS
SHY BUT NOT RETIRING
#KnowYourRunners
CHARITY RUNNERS
SHY BUT NOT RETIRING
Marketing Message : 1) Everyone can make a
difference. 2) What their participation means
and what it equates to.
3) Why you need their support. 4) Emphasise the thrill of the race
and the participation. 5) How you can help them with
fundraising.
#KnowYourRunners
CHARITY RUNNERS
SHY BUT NOT RETIRING
Support : 1) Encouragement and ideas
about fundraising. 2) Non face to face ideas such as
work match funding, online platforms.
3) Engaging them with the values. 4) Instructions on the various
fundraising channels.
#KnowYourRunners
A serial fundraiser of the same charity. !They are loyal to the organisation and have strong values and usually have a personal connection.
CHARITY RUNNERS
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#KnowYourRunners
CHARITY RUNNERS
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Marketing Message : 1) Their continued support is
valued. 2) Why it continues to make
a difference. 3) Long-term relationship
building. 4) They are part of the team/
family. 5) Reinforce the shared values.
#KnowYourRunners
CHARITY RUNNERS
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Support : 1) Make them feel special. 2) Create a special identity/
recognition (eg. McDonalds Staff / World Cup shirt stars).
3) Help them share their story. 4) Provide new / fresh fundraising
ideas.
#KnowYourRunners
Happy to take the place but has no intention of fundraising or will make very little effort in honouring the sponsorship target.
CHARITY RUNNERS
PLACEDISGRACE
#KnowYourRunners
CHARITY RUNNERS
PLACEDISGRACEMarketing Message :
1) Emotional. 2) How much investment goes
into the offer of a place. 3) Limited availability and formal
application process. 4) Why it does make a difference.
#KnowYourRunners
CHARITY RUNNERS
PLACEDISGRACE
Ways to avoid the Place Disgrace Runner : 1) Detailed information and
official forms. 2) Declaration-type statements to
prompt their conscience. 3) Interview-type selection
process. 4) Introduce a shared charity
black-list!
#KnowYourRunners
Q: When registering for a race - do you consider running for a charity or cause... A: No, I just want to run 56% !Source: Quote from a survey of 500 runners
“Charities take away too many places from ‘regular’ runners. It feels like our sport is being hijacked…” !Source: Quote from a survey of 500 runners
Rules of Running #11 Don’t complain about the entry fee No one is holding a gun to your head - if you don’t like the fee find a smaller, cheaper race. !Running is free; racing is not. !The Runner’s Rule Book by Mark Remy
Action Points !1. Define your runners
- get to know them/who are they? 2. Target races to fit your brand/campaign -
not one size fits all - mix it up 3. Tailor the marketing message
and support - again, not one size fits all 4. Be clear about your product/support 5. Be transparent about costs !
