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FUN, FITNESS AND FUNDRAISING 
The Capital One Bank Dallas YMCA Turkey Trot Case 
Study
Introducing - The Presenters 
X X 
Paul Conklin 
Associate Executive Director 
YMCA of Metropolitan Dallas 
Dave Gallman 
...
Introducing - The Dallas YMCA Turkey Trot 
The Dallas YMCA Turkey Trot is 
a 28,000 person race held every 
Thanksgiving. ...
The Challenge 
The Trot sought a robust platform that provided: 
• Brand Control 
• Flexibility to meet evolving business ...
2013 Start Line
Brand Awareness and Control 
The Dallas YMCA is a prestigious brand. Kimbia acts as 
a white label partner, invisible to t...
Easy Management – The Mascot Program 
Midway through 2013 registration the Dallas YMCA added a 
promotional program allowi...
Superior Experience 
Graphic and media rich content provides a great 
experience for the registrant. 
• A smooth registrat...
Superior Experience – Check-In 
“Check-In” expedites packet pick up and makes dynamic bib 
assignments. 
The challenge is ...
Superior Experience – Bib-Assignment 
The Dallas YMCA’s biggest challenge is managing a 
large field and providing a great...
Volunteer Registration 
The Dallas YMCA uses a single system for both race 
registration and volunteer management. 
• “The...
Maximizing Fundraising 
Charitable gifts have increased by 21% through an 
innovative "in form" ask. 
• A simple “addition...
Maximizing Fundraising 
Peer-to-Peer fundraising capabilities empower athletes 
to raise more money. 
• Athletes sign up f...
Data Mapping 
Exported registrant data is mapped to enable easy 
implementation by their race timer. 
• All data gathered ...
Robust reporting enables event ROI evaluation and 
progress tracking. 
• Standard and ah hoc 
reports are available 
• Rep...
Social Media 
Social media truly was the key to success for the 46th Turkey Trot 
this year. By building a community year-...
Questions?
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Webinar: Fun, Fitness, and Fundraising: The Capital One Bank Dallas YMCA Turkey Trot Case Study

Despite the chilly 30-degree weather, a record-breaking 1,500 volunteers and 35,000+ runners/walkers of all ages participated in the 46th Annual Capital One Bank Dallas YMCA Turkey Trot on November 28, 2013. Out of the over 300 turkey trot events occurring all over the country last year, the Dallas Turkey Trot was the biggest and most popular. Fundraising is always an important component of this event, and in 2013 a total of $350,000 was raised to support four key YMCA programs.

In this webinar, Paul Conklin, Associate Executive Director at the YMCA of Metropolitan Dallas, and Dave Gallman, Director of Race EvenPicture of the 2013 Capital One Dallas YMCA Turkey Trot ts at Kimbia, will walk you through exactly how the Dallas YMCA Turkey Trot used Kimbia’s race registration solution to:

- Control and enhance their prestigious brand, including use of “the trot.org”website and the mascot voting program
- Provide a superior participant experience for all facets of registration including speeding bib assignment and packet pickup
- Reduce volunteer management time
- Maximize fundraising with peer-to-peer capabilities
- Report timing through data integration with a chip timing system and evaluate event ROI with flexible reporting

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Webinar: Fun, Fitness, and Fundraising: The Capital One Bank Dallas YMCA Turkey Trot Case Study

  1. 1. FUN, FITNESS AND FUNDRAISING The Capital One Bank Dallas YMCA Turkey Trot Case Study
  2. 2. Introducing - The Presenters X X Paul Conklin Associate Executive Director YMCA of Metropolitan Dallas Dave Gallman Director of Race Events Kimbia
  3. 3. Introducing - The Dallas YMCA Turkey Trot The Dallas YMCA Turkey Trot is a 28,000 person race held every Thanksgiving. It is the largest turkey trot in the country. 2014 marks the 47th running of the prestigious and iconic event.
  4. 4. The Challenge The Trot sought a robust platform that provided: • Brand Control • Flexibility to meet evolving business needs • Functionality to deliver an exceptional participant experience • Support of extensive volunteer registrations • Built-in fundraising tools • Easy and complete access to all data
  5. 5. 2013 Start Line
  6. 6. Brand Awareness and Control The Dallas YMCA is a prestigious brand. Kimbia acts as a white label partner, invisible to the end user. Implementation is as easy as copy and paste • Technology embeds on “the trot.org” • Social media tools allow for promotion by athletes and families • No non-Trot messages, ads or up-sells are imposed on the participant Athletes never leave “the trots” brand environment
  7. 7. Easy Management – The Mascot Program Midway through 2013 registration the Dallas YMCA added a promotional program allowing families to vote for their favorite Mascot. • Technology removed the technological barrier between marketing creativity and implementation • Mascot program was live in less than an hour Interface is designed for the non-technical user All updates happen in real time
  8. 8. Superior Experience Graphic and media rich content provides a great experience for the registrant. • A smooth registration workflow, allows a large volume of registrants to get through the process with few errors • The Dallas YMCA regularly updates athletes as information develops Kimbia provides the flexibility of a custom solution without the cost or time of custom development
  9. 9. Superior Experience – Check-In “Check-In” expedites packet pick up and makes dynamic bib assignments. The challenge is to keep registration open until the last minute allowing 2,120 participants to register within 24hrs of the race. Generating $65,399 in additional revenue. • Receipts contain bar codes which can be quickly scanned by a volunteer at packet pick-up • Last minute registrants can have a bib assigned on the fly and timed • Most 5K registrations take place within two weeks of the race.
  10. 10. Superior Experience – Bib-Assignment The Dallas YMCA’s biggest challenge is managing a large field and providing a great participant experience. Pre-assigning bibs, early and often, helps to manage the crowd and insure participation. • A simple upload function allows for regular bib assignment updates • In conjunction with dynamic bib assignment at packet pick up, bulk uploads help the Dallas Y manage their huge numbers
  11. 11. Volunteer Registration The Dallas YMCA uses a single system for both race registration and volunteer management. • “The Trot” requires 2,000 - 3,000 volunteers • Volunteers have their own registration process, enabling them to choose tasks and shifts • All data is gathered in easy to access formats
  12. 12. Maximizing Fundraising Charitable gifts have increased by 21% through an innovative "in form" ask. • A simple “additional gift” ask is de rigueur • A “round up” ask further down the form produces a nice boost of additional giving.
  13. 13. Maximizing Fundraising Peer-to-Peer fundraising capabilities empower athletes to raise more money. • Athletes sign up for a personalized fundraising page • Pages have personal statements and a picture or video • Fundraisers gain access to an admin center where they can update profiles and access tools to promote their efforts • All fundraising activities take place in the race’s branded environment
  14. 14. Data Mapping Exported registrant data is mapped to enable easy implementation by their race timer. • All data gathered is available in real-time • Reports can be mapped to suit the format of any third party system • Reports are available in Excel and CSV • Reports can be scheduled for automated delivery or accessed via a secure link Kimbia enables the Dallas YMCA to provide quick, easy and secure access to registrant data for their third parties.
  15. 15. Robust reporting enables event ROI evaluation and progress tracking. • Standard and ah hoc reports are available • Reports can be saved for re-use. • All reports are fully customizable to suit any need • Key Operating Indicator reports (KOIs) provide HTML email reports of high level results for key stakeholders Comprehensive Reporting
  16. 16. Social Media Social media truly was the key to success for the 46th Turkey Trot this year. By building a community year-round on Facebook and Twitter, the Turkey Trot social pages were the go-to source for event information and registration. In the last week leading up to the race, the Turkey Trot Facebook page had more than 500% increase in total reach and more than a 630% increase in engagement. The Facebook page has a total of 3,400 check-ins. The Turkey Trot Twitter page had a 1,200% increase in mentions and a 480% increase in retweet reach. Plus, real-time customer service was provided through Facebook and Twitter delivering a better race-day experience for athletics and spectators. Past runners and new runners were also kept ‘in the know’ by reading the Turkey Trot blog for exclusive information and tips. For instance, The 46th Turkey Trot early registration was announced first on the website’s blog, offering participants $5 off the regular registration price. The informative blog posts also provided valuable information about the new race changes, safety regulations and training tips. The Turkey Trot website itself also educated participants on Dallas YMCA’s company mission and generated awareness, recognition and interest in the organization. -Newsday
  17. 17. Questions?

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