In event fundraising, when is less more?

On June 5th, over 40,000 walkers and runners gathered on the National Mall to take a step towards fulfilling a promise to end breast cancer forever. For the second consecutive year, Event 360 had the great privilege of managing all fundraising, volunteer management, event planning and production for the Susan G. Komen Global Race for the Cure®.

We observed more pink – flags, banners and signs signifying the brand of Komen for the Cure. We felt more focus – focus on a promise made by one sister to another. We heard more stories – stories from top participants, teams and sponsors who came together to celebrate the day. But by headcount, we were less.

While there were fewer registrants for the 2010 Global Race, the participants created an even greater fundraising impact than in years past. But how? Isn’t there always a strong correlation between participation growth and fundraising growth?

The answer is not always.  In this case, Komen for the Cure segmented its audience and spoke differently to participants depending on their fundraising progress, a strategy supported by this year’s early results:

  • With 2,500 fewer participants registered, the Global Race has brought in $150,000 more in donations to date
  • Fundraisers raised an average of $32 more in 2010
  • Power fundraisers brought in over $25,000 more than last year so far
  • Overall average donations increased by $8 per registrant

We declare success knowing we have planted the seeds of a fundraising culture that will continue to grow into even more fundraisers and an even greater impact in years to come.

Scroll down for videos and photos from this year’s Global Race in DC.




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