Charity Toolkit 2018 - Kiltwalk
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Charity Toolkit 2018
CONTENTS
Our Fundraising Model 3
2018 Kiltwalk events 4
Our Charities 5
Benefits for You 7
How to Get Involved 8
Who are Kiltwalkers? 11
Important notes 13
2
FUNDRAISING WITH THE KILTWALK
The Kiltwalk 140% model is designed to give charities the best opportunity to raise funds—every
penny a walker raises for your charity is topped up by a bonus 40%. There is no cost attached to
your charity, no organisation required. All you need to do is encourage your walkers to sign up.
It’s that simple.
FUNDING THE KILTWALK EVENTS
The Kiltwalk events are funded by registration fees, gift aid, corporate sponsorship and are
underwritten by Sir Tom Hunter and The Hunter Foundation.
YOUR SUPPORTERS’ FUNDRAISING
We transfer all your walkers’ fundraising—plus a bonus 40% - to you and cover the online fundraising
administration fees for all fundraisers using Every Day Hero, our online fundraising partner.
HOW IT WORKS
All funds raised by supporters must come through Kiltwalk before being sent on to you. This is the
only way we can gather an accurate figure of how much has been raised and allows us to claim any
eligible gift aid. This is vital to ensuring the sustainability of the Kiltwalk. Funds, plus 40%, will be paid
within 3 months of the event.
140% of all
Funds
Reg fees Gift Aid raised funds raised is
paid out to your
charity
3
2018 KILTWALK EVENTS
Glasgow - Sunday 29th April
Aberdeen - Sunday 3rd June
Dundee - Sunday 19th August
Edinburgh - Sunday 16th September
A Kiltwalk for Everyone
Approx. 6 miles— Perfect for all
the family or those unable to
complete a bigger challenge.
Takes on average 2—3 hours to
complete.
Approx. 13 miles— an
intermediate challenge suitable
for most fitness levels, ideal for
a fun day out with a group of
Approx. 26 miles— The Biggest colleagues or friends. Takes on
Kiltwalk challenge! For people average 4-6 hours to complete.
looking for the ultimate Kiltwalk
experience. Training essential!
Takes on average 6-10 hours to
complete.
4
WHAT OUR CHARITIES SAY...
“The Kiltwalk is an integral part of our Community
Fundraising Strategy and has become a powerhouse for
generating unrestricted funds in a short period of time,
thanks to the additional 140% fund-matching promise from
The Hunter Foundation.
“In 2016, we had 201 walkers and raised £20,000. In 2017, we
had 830 walkers and raised over £95,000.
“Everyone, from our members and supporters, to our
corporate partners and staff, love to take part in the Kiltwalk
and we believe it’s one of the best ways for charities in
Scotland to fundraise.”
Jonathan Jack, Community & Supporter Development Officer
- ENABLE Scotland
“
5
WHAT OUR CHARITIES SAY...
“Spina Bifida Hydrocephalus Scotland are
moving into our 3rd year as a Kiltwalk charity
partner and we can’t wait.
“As a smaller charity this fundraising platform is
incredible. It is a superb event run by the
professional and helpful Kiltwalk team and our
fundraisers love the experience.
“There is no expenditure for the charity and
unlike many similar events, more than 100% of
SBH Scotland walkers sponsorship comes
directly back to us so it’s an easy decision to be
part of Kiltwalk 2018.”
Lynsey Hamilton - Central Scotland Regional
Fundraiser , SBH Scotland
6BENEFITS FOR YOU
No event costs – Getting your charity involved in the
Kiltwalk is completely free! Every penny that your
supporters raise goes to your charitable projects.
Every penny of fundraising and more – All money that
comes through the Kiltwalk, subject to board approval
and deadlines, receives a massive 40% boost.
Unrestricted funds – All fundraising made by your
Kiltwalkers will be for you—to use across any charity
related project.
Inclusive fundraising event – Kiltwalks allow all the
family to get involved. Many charities use the Kiltwalk
events as an opportunity to involve those who their
charity support.
7HOW TO GET INVOLVED
FREE TO ALL CHARITIES
Complete the charity or local cause registration
Register your charity form so that you are visible in the Kiltwalk
registration process and your supporters can
easily select you as their chosen charity. Once we
complete our checks, we will send you login
details to our ‘Charity Dashboard’ which allows you
to monitor your Kiltwalk sign ups and
fundraising.
Want to keep up to date on all Kiltwalk Charity
Subscribe to our charity updates and events? You can sign up to our charity
database network on the Kiltwalk website.
Start spreading the word! Encourage your
Start signing up your
supporters to take part in the Kiltwalk and raise
supporters money for your charity.
Remember we want to help tell your story so share
your case studies with us and we will include in our
content calendar.
OPTIONAL EXTRAS
Your charity can buy discount pincodes and give
Discount codes them out to your charity supporters. Whether it’s 5%
or 100% off registration fees, many Scottish chari-
ties have found that pincodes are an excellent way
of encouraging walkers to sign up and
Code: GMSCJPAETUU fundraise for their charity.
8PIT STOPS
Become Part of the Kiltwalk Event Day Experience
Get the ultimate level of event day exposure
Host Your Own Charity Pit Stop
and become part of the Kiltwalk experience!
Hosting your own Charity Pit Stop is one of the
best ways to maximise your engagement with
our walker community plus, we include you in
our pre-event marketing as an added benefit.
Nearly half of all walkers don’t have a specific
cause to raise for—this is a great opportunity to
convert them into a lifetime fundraiser for your
charity.
INCLUDED IN YOUR PIT STOP PACKAGE:
Dedicated charity page on the Kiltwalk website for your charity. The Kiltwalk
website gets on average 20,000 unique users per month). Your page can link
through to your charity website.
Pit Stop announcement news story on our website and pushed on the KW social
media channels (community of 20, 000 on Facebook and 5,500 on Twitter).
Included in Pit Stop update email to 40,000 Kiltwalk subscribers.
Included in all Kiltwalk press releases sent to the Scottish media for that
location.
On the event day, ownership of a Pit Stop space with the options of full branding
and entertainment (supplied by your charity).
Included in Kiltwalk professional photography uploaded to social channels
post event.
9PIT STOPS
“Calum’s Cabin have had a pit stop at the Glasgow
Kiltwalk for the last 3 Years. Having a Pit Stop is a
fabulous experience, it allows you as a charity to
engage with all walkers who are passing your Pit
Stop. It’s a fantastic way to thank your own walkers
and overall raise awareness of your charity.
“The Kiltwalk team are very supportive and make
having a Pit Stop stream less.
“We would recommend the experience to anyone
who is thinking about it.”
Caroline Spiers, Cofounder - Calum’s Cabin
10WHO ARE KILTWALKERS?
Here’s a quick insight into the people who take part in The Kiltwalk and
some information that will help generate content for your marketing
Average
Last year,
age 39 63% chose to
walk for a
specific charity
or cause
68%
Female
MOTIVES FOR TAKING PART To get fit / lose weight
To be part of a positive
Enjoy walking as an activity
experience / do something
good (49% gave this as
Experience the great
their reason for taking
part). outdoors of Scotland
Raise funds for a Love mass participation
events
charity close to their
hearts
11SOCIAL MEDIA - SAY HI!
.
IMPORTANT— If you ‘@’ in the Kiltwalk or use the official
hashtags, our social team will pick it up and share or re-
tweet.
The website: ww.thekiltwalk.co.uk
Facebook.com/thekiltwalk
Twitter.com/thekiltwalk
Instagram.com/thekiltwalk
Your Case Studies - Get in touch and share what makes your
charity special. We will feature your story on our website and
our social media channels
12IMPORTANT NOTES
Before starting any marketing activity, please read through the following
information.
SHARING CASE STUDIES
The Kiltwalk Team are here to support your marketing activity in any way they can.
We are always on the look out for stories or case studies about your charity,
supporters and the people you help. If you have a story or case study that you can
share with us, then we would love to hear about it. Please ensure that you get full
permission from all those involved before sharing their story with us.
USE OF THE KILTWALK BRANDING/ MARKETING MESSAGES
In line with the Kiltwalk terms and conditions, remember to send over any
marketing materials, press releases or make the Kiltwalk team aware of any
marketing activity that uses its brand or brand name prior to its release.
The Kiltwalk aim to respond to your requests within 5 working days.
Please adhere to the Kiltwalk brand guidelines at all times when using the Kiltwalk
brand for your fundraising activities.
CONTACTS
For any questions relating to the marketing support materials contained within this
tool kit and to submit any collateral that you intend to use for marketing purposes,
please contact our Marketing and Sponsorship Manager, Gillian Alexander, on
gillian@thekiltwalk.co.uk / 0141 611 7919.
13You can also read
