Capital One Race for Kids - Red Deer, AB - September 2012
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Capital One Race for Kids Red Deer, AB – September 2012
On June 2, 2012 we launched the movement’s first-ever National Fundraising Event. Capital One Race for Kids: A great time to change lives!
Summary
I. How did we get here?
II. Success in 2012
III. Changes for 2013
IV. Next Steps
V. Representatives from Participating Clubs
I. Cheryl Doherty, Boys & Girls Clubs of Calgary
II. Denisa Sanness, Boys and Girls Club of Airdrie
III. Dana Badke, Boys and Girls Club of Wetaskiwin
I. How did we get here?
• Expression of interest from Clubs
of NFE
• Engagement of consulting agency
– TrojanOne
– Set-up steering committee of
Club staff and board members
• Selected adventure race concept
• Development of Business Plan
• Over past year, have worked with
interested Clubs to get first year
off the ground
• Inaugural event took place on
June 2, 2012.
What is Capital One Race for Kids?
• Urban, adventure race
• 10 challenging Checkpoints in a race to the finish line
• Teams of four
• Challenges – focus the mind and challenge the body
– Fun and building teamwork
Business Plan
• Developed by TrojanOne
• Comprehensive review
– Environmental Analysis
– Event Plan
– Marketing
– Implementation (operations)
– Sponsorship
– Financials
– Responsibilities of Club and
national office
Responsibilities of National Office • Event name and tagline • Providing Race for Kids materials to participating Clubs • Marketing Kit • Event plan • National Fundraising Event Manager on staff • Four event Coordinating Committees • National-level Marketing Support • Event Website (including digital guide)
Materials Provided by National • Checkpoint signs • Kit bag for each participant • Staff/Volunteer t-shirts • Brochures • Posters • Postcards • Print PSA • Audio PSA • Web banners • Start/Finish signage • Branded tents • Materials for 4 checkpoints
National Marketing
• Media Launch
– Toronto, ON - Wednesday April 18th, 2012
– Great activation!
• 200 Participants
• 1,000 Engaged Viewers On-Site
• 4,000 Postcard distribution by Street Teams
• 62,000 Passersby at Yonge-Dundas and 13,000 from
Street Teams
• 14.6 million media impressions
• Rogers radio
• Facebook campaign
• Web banners
• National sponsor engagement
Operations Support
• Atlas Toolkit
– Organizing Committee
– Pre-Event
– Crisis Management Plan
– Staffing
– Public Health
– Checkpoint
– Event Day
– Security
• Waiver form
• Participant and Volunteer Registration
• Volunteer Roles & Responsibilities
• Rules and Regulations
• Insurance Certificates
• Sample Checkpoint ChallengesWebsite • Participant and volunteer sign-up • Robust participant centre • Automated tax receipts • Countdown clock • Participant tracking • www.raceforkids.ca
Sponsorship Support
• Great platform for sponsorship
– 6 checkpoints to sell
– Additional assets:
• Start/Finish line
• Registration Booth
• Presenting Sponsor
– In-kind
• Prizing
• Materials for event
• Rural Clubs – no sponsor targets
• Sponsor decks
• One-pagers
• Non-competitive national sponsors
– Capital One
• Clubs sold well above targetsII. Success in 2012
Participating Clubs
In 2012, 12 Clubs participated by holding an event in their community.
Calgary - Okanagan - Hamilton - Toronto - South Coast, BC - Kawartha Lakes - Kingston -
Airdrie - Durham - Summerside - Wetaskiwin - Charlotte CountyMetrics • EVERY Club thought the event went well and that participants thoroughly enjoyed themselves – Much more successful than other first-year events – Participants have already set aside the date for 2013 • Generated over $1 million in support of Boys and Girls Clubs
Metrics in 2012… continued
• Net proceeds - $320,000
– Had budgeted a deficit (-$13,000)
– Ranges at Clubs from $12,000 - $38,000
– A lot of start-up expenses in first years
• Costs were bore by national office
• No event development fee in 2012!!!!!
• Participation rates were much lower than
anticipated
– Budgeted: 1,300
– Actual: 262 (20%)
• However, teams raised more than twice as much
as anticipated (on average)
– Budgeted: $400 / team
– Actual: $1,000 / team (250%)
• Remainder was made up through success of
sponsorship
– Budgeted: $252,000
– Actual: $643,400 (255%)
• A lot of opportunity to increase net proceeds by
getting more participants in 2013Metrics in 2012… continued
• Expenses were much lower than anticipated
– Budgeted: $965,285
– Actual: $609,267 (63%)
• Generated 14.6 million media impressions!
– 7.3 million through social media
• Facebook and Twitter
– 7.3 million through traditional print and broadcast media
• Represents 117 hits
– Just less than 10/eventCommunications Phase 1: Soft Launch Media Results Total Hits: 47 Total Impressions: 3,930,507
Phase 2: Media Launch Event
In order to generate media interest and coverage for Boys and Girls Clubs of Canada and Capital One Race for Kids in its
inaugural year, a Media Launch Event took place on Wednesday, April 18th from 11AM to 6PM at Yonge-Dundas Square.
• 200 participants
• 1,000 on-site viewers
• 62,000 passers-by at Yonge-Dundas Square
• 13,000 consumer engagements by Street Teams
The Capital One Race for Kids Media Launch Event aimed to:
• Drive race awareness among corporate groups and teams
• Encourage national participation and drive race registration & team donations
• Generate national interest in Boys and Girls Clubs of Canada and its programs
Earned Media:
• Sing Tao Daily (Asian News) generated 63,000 online impressions and 148,2000 print
– (2 hits)
• Segment was also shown at Sheridan College Oakville, Mississauga and Brampton campuses Live at 5Phase 3: Local Events Media Coverage by Market Market # of Media Hits # of Impressions Kelowna, BC 9 497.407 South Coast (Van), BC 3 380,154 Calgary, AB 4 506,500 Airdrie, AB 10 158,571 Wetaskiwin, AB 8 82,819 Greater Toronto, ON 3 324,200 Hamilton, ON 6 241,831 Kingston, ON 3 23,000 Oshawa (Durham), ON 7 565,514 Lindsay, ON 16 184,962 Summerside, PEI 6 107,900 St. Stephen, NB 2 25,385 TOTAL 68 3,187,557
Overall PR Results TOTAL HITS: 117 TOTAL IMPRESSIONS: 7,329,264
National Sponsors – 2012 • Title Sponsor (1) • Checkpoint Sponsors (4) • Event Sponsors (Unlimited)
Local Sponsors
• Any kind of local business you can think of:
– Automotive
– Construction
– Telecommunications
– Sporting Associations
– Service Clubs
– Retail
– Funeral home…
– Food and beverage
• Clubs did very well at sponsorshipsHow much does it cost? • No upfront costs • 10% of net revenue • Costs identified in Financial Plan • If under participants, no fee for extra materials
Dispelling Myths
• There is no upfront layout of costs
• Serving liquor
• Donor / participant information
• Sell as much sponsorship as you want
– Except for assets owned by nationalIII. Changes for 2013
• Worked with participating Clubs from 2012 to firm up changes to national
structures
• Changes include:
– Teams from 5 -> 4
• Keeping the same minimum financial commitment ($400/team)
– Eliminate “It’s not a race… It’s not a marathon”
– Marketing materials
• Include more local information on brochures and posters
– E.g. logos and bumpf
• Produce marketing materials much sooner
– Work harder to engage national celebrity
– Website
• Widget to highlight specific teams participating at each event
• Pictures from local events
– Atlas
• Have information from past eventsIV. Representatives from 2012 Clubs
Cheryl Doherty, President and CEO, Boys & Girls Clubs of Calgary
Denisa Sanness, Executive Director, Boys and Girls Club of Airdrie
Dana Badke, Executive Director, Boys and Girls Club of Wetaskiwin
V. Next Steps • We’re looking for more Clubs to sign-up for 2013 – Goal is 25 – 30 – Deadline is end of September • Coordinating calls • Group new Clubs with ‘mentor’ from 2012
National Race for Kids Team
Sue Sheridan Susan Bower Peter Walker
Director, Resource VP, Business National Fundraising Event
Development Operations ManagerThank you! Peter Walker National Fundraising Event Manager Boys and Girls Clubs of Canada (905) 477-7272 x232 pwalker@bgccan.com
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