IN A NUTSHELL
Asthma + Lung UK created a dedicated microsite for their Royal Parks Half Marathon runners, segmenting into two events for ballot and charity place runners to personalise the experience.
What's the big idea?
We sat down with James Francis, Sporting and Events Officer from Asthma + Lung UK, to learn all about their Royal Parks Half Marathon microsite and how with the same inventory, they raised an incredible 62% more compared to 2022.
Their goal was to combine event registration with fundraising, and find a more inventive way to steward their fundraisers for the Royal Parks Half Marathon:
"For us, it's thinking about new, creative ways to go about our events and stewardship…And actually seeing how we can go above and beyond other charities. I think that’s the impact of Funraisin."
James Francis - Sporting and Events Officer at Asthma + Lung UK
Headline stats
- 90% of all registrations from Ballot and Own place runners went on to actively fundraise.
- The biggest donation day was event day, and the event month raised 30% of all donations.
- The had a 62% increase in income from 2022.
- They raised £1314 on average for active own place runners, vs £192 in 2022.
The Benefits
Streamlined registration and fundraising
Before Funraisin, they used separate registration and fundraising platforms, involving many end-user friction points, manual data processes and no single way to track performance and have a joined up journey for all of our runners. After huge success hosting their virtual events on Funraisin, they wanted to replicate these fundraising and process improvements for their third party events.
The best thing for Royal Parks fundraisers, James said, was just how easy it was having all-in-one registration and fundraising: “They didn't have to go away and set up a page, that was already done for them.”Raised £1314
on average per active own place runner
A 62% increase
in income from 2022
Segmented for runner types
The microsite had segmented experiences and journeys between Charity Place and Own Place runners, each with unique milestones, targets and comms. This included extra financial pushes with triggers and gamification badges for Charity Place runners, all towards hitting higher targets.
They also had leaderboards to add that “competitive edge” between their running community, to check and compare progress, and hear stories from runners like them. It gave that extra always-on motivation to fundraise, as “people wanted to push to the top”.
Easy tracking
As well as being able to personalise the experience for each runner type, tracking campaign performance was much easier! James said: “It's very easy to find key statistics [using the platform’s Insights Dashboards]. That really helps me with reporting to our event managers and knowing how the events are progressing.”
Another bonus for James was being able to reach out to some inactive runners who started their registration process, but didn’t complete. They then went on to raise significant amounts - data and tools they wouldn’t have had access to elsewhere, losing vital income.
Real time supporter journey
No more downloading and uploading data for the supporter journey! Funraisin’s native integration with Mailchimp, as well as having real time, behavioural triggers, became a real game changer. They were able to offer a “24 hour service to their fundraisers” and it “saves [James] a lot of time to get an email out and segmented…it all pulls through automatically”.
One central Event Fundraising hub
They wanted to build a fully branded Fundraisers Event Hub, bringing everything and everyone together “all in one place”. Supporters “didn’t have to dig through the website” and “just found it so easy to use”. This included gathering key resources in logged in dashboards they could access anytime, such as training plans, guides, sweepstakes and statistics.
Learnings
To round off, we asked James what his final advice for charities in his shoes: “Give [Funraisin] a go, it's a lot easier! Use as many of the perks as possible. Shout about it as much as you can”.
