Race for Life Fundraising Events Help Beat Cancer
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This document provides information about Race for Life, Cancer Research UK's largest fundraising event series. It began in 1994 with 680 participants in Battersea Park. Now there are over 240 events across the UK each year, attended by 1,000 to 20,000 participants who walk, jog or run 5k or 10k to raise funds. Since starting, over six million participants have raised over £457 million. The £14.99 registration fee covers event costs so that all funds raised through sponsorship go directly to cancer research. The document discusses the appeal of sponsoring Race for Life for brands, providing both tangible benefits through extensive marketing opportunities, and intangible benefits like connecting with participants' emotions and charitable affiliation. It outlines
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Race for Life Fundraising Events Help Beat Cancer
- 1. RACE FOR LIFE Sam McAllister & Charlotte Webb
- 2. What is Race for Life? RACE FOR LIFE STARTED AS ONE EVENT IN 1994 AT BATTERSEA PARK WITH 680 PARTICIPANTS UK’S LARGEST WOMEN-ONLY FUNDRAISING EVENT SERIES OVER 240 EVENTS AROUND THE UK FROM MAY TO JULY - FROM 1,000 TO NEARLY 20,000 PARTICIPANTS WALK, JOG OR RUN 5K OR 10K FUNDS RESEARCH INTO ALL 200 TYPES OF CANCER AFFECTING BOTH MEN AND WOMEN
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- 5. In numbers… £14.99 registration fee covers the costs of the event so that the money raised in sponsorship goes directly into helping us beat cancer Since Race for Life started, six million participants across the UK have raised over £457 million to fund Cancer Research UK’s vital work
- 6. What’s the appeal for brands? The tangible platform National and Regional marketing campaign offers multiple touch points Regional & Local Marketing Advertising – TV, Radio, PR & Media Outdoor and Campaign on-line National & 200+ Live Regional Events Media Partners Digital Social Media platform CRUK 6m supporter Fundraising database 600+ High Street Shops
- 7. What’s the appeal for brands? The intangible connection • Connecting with the emotion of Race • Charity affiliation – internal/external engagement • Race is a success story and is prestigious with a good reputation • Ability to activate • Limited Sponsor “clutter” • Category exclusivity • Low risk/high value investment
- 8. Our sponsorship model - REVIEWED IN 2011 - PYRAMIDAL 3-TIER MODEL - MAXIMAL INCOME FOR EXPLOITATION OF AVAILABLE RIGHTS - ALLOWS OPPORTUNITIES TO ENGAGE AT ALL BUDGETS - SUFFICIENT FLEX TO DEVELOP BESPOKE PACKAGES
- 9. Past and present sponsors
- 10. What we look for in a partner/sponsor Brand synergy - not always obvious… Not a mere branding exercise - Immersive Fully integrated approach to campaign planning Symbiotic relationship An ambition for longer-term relationships - not essential, we are open to tactical short-term opportunities too Keenness to support test and learn
- 11. Case study: ScottishPower Exemplary partnership – ambition to raise £10m over 3 years. Official Sponsor designation High 5’ campaign, harnessing the ‘collective energy’ at Race for Life events 40,000 High 5s = £20,000 donation to CRUK Emails and direct mail sent to targeted ScottishPower customer base Onsite activity at 5 key Race for Life events Regional PR a key focus at events, with a world record attempt at Hyde Park, and ScottishPower employee case study at Glasgow event High employee engagement, with ScottishPower paying the Race for Life entry fee for their staff
- 12. ‘cancer. We’re coming to get you’ 2013 Campaign
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- 14. Any questions?
Notas del editor
- So for any of you unfamiliarwith what Race looks like…Very pink!A lot of women in a fieldBalances the “woo hoo” with the “boo hoo”
- A charity – we have to justify to our supporters every penny we spend. No lottery or government funding. With a product like Race for Life, (which’s core purpose is to raise funds for our life-saving research) we need to leverage partnerships with brands in order to reach new audiences, and reinforce the message each and every year. We recognise the value in this audience, so it makes sense to create a symbiotic relationship with corporate partners that is able to meet our joint objectives.
- A genuinely mass, yet targetted opportunity.
- Beyond the facts and figures – the intangible benefits….– connecting with an emotional audience -brands often find this difficult to do– it may have been around a while but lets not forget that its SUCCESSFUL and brands will always want to be a part of a brilliant, reputable product
- Talk about range in scaleLength of sponsorship
- Examples that aren’t immediately obvious egScottishPowerFor any successful sponsorship relationship, there is investment (in all senses) beyond fee – much more than just the bottom line for both parties
- What could a sponsorship look like?
- Looking forward to 2013...In line with core brand refresh we are also refreshing the Race brand (as you may have noticed!) Still pink, still female, but given that Race for life is now in its 18th year, we saw this as an opportunity to revitalise the productTO create a BRAND RESPONSE advertising campaign thatTransforms race for life into a truly desirable brandAnd Inspires and motivates 625k women across the uk to enter race for life and raise £55m Trying to put the reason back into race.
- We’ve been working with Mother on the campaign, and together we’ve tried to identify the universal truth that applies to all of our audiencesAlong with our core brand refresh which you may already have seen, its allowing us to be a lot braver with our language/tone of voice and creates a really compelling call to action as a significant segment of our audience are repeat participants.Our new proposition will be Unite for LifeYou’ll see how we bring the campaign to life early next year