At EventRaise, F&P Mover & Shaker Tanja Voss will share the strategy behind a challenge fundraising event, the May 50K, that raised $2.1M for MS Research Australia.
MS Research Australia Community Fundraising Manager Tanja Voss is set to reveal the data and digital-driven strategy behind a successful new challenge fundraising event, which raised a record-breaking $2.1 million for MS Research Australia.
Voss and her team built on the success of the Kiss Goodbye to MS campaign, which has engaged 300-350 community fundraisers. They pulled together the inaugural May 50k challenge event in just 10 weeks.
The May 50k campaign encourages participants to log how far they run or walk during the month of May, with each participant aiming to reach 50 kilometres.
Launched in 2019, the campaign aimed to secure 5,000 registrations with a fundraising target of $450,000 in its inaugural year.
But, like a motivated runner, the figures just kept moving forward. In the end, the team recruited 9,223 participants (60% activated to fundraising) who logged over 474,575 km. In total, a massive $2.1 million was raised for MS research from over 40,000 donations.
The campaign’s impressive success saw Voss named as one of F&P’s Movers & Shakers for 2019.
How to run a successful challenge fundraising event
At the 2020 EventRaise conference, Voss will join Elevate Fundraising Director Luke Edwards to outline the strategy and implementation behind this online peer-to-peer event.
During the session, Voss and Edwards will drill into the details of how:
- the event was promoted through digital channels such as Facebook and email
- participants were recruited and nurtured online
- fundraising was encouraged and maximised.
Key challenges and how they were addressed will also be discussed. The session will provide a host of learnings that you can use in your own online peer-to-peer events.
Recently, Voss told F&P that while May 50K might seem like an overnight success story, it took a long time to secure the investment that made it a success.
“Although it was a very short time period, a lot of research, planning, data analysis and many long nights have gone into developing the campaign.
“We played around with different ideas, worked with two brilliant agencies and thought about what would best resonate with our existing community and attract new supporters.
“We then defined the investment that was needed to scale the campaign up in order to grow exponentially, and took an in-depth look into the data that was available to us.”
EventRaise is Australia’s only annual conference dedicated to fundraising events. In 2020, it will be held over over two days, beginning Wednesday 11 March 2020.
The 2020 EventRaise conference is packed with charity fundraising event ideas, including inspiration, best practice and case studies. It will help you raise more money from your charity fundraising events. Don’t miss out!