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1/23/23

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CREDENTIALS

THE MASS PARTICIPATION SPECIALISTS

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GETTING INTO THE MINDS OF EVENT PARTICIPANTS

3RD PARTY AUDIENCE

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HEALTH & FITNESS

PERSONAL �CHALLENGE

SOCIAL

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FUNDRAISER

HEALTH & FITNESS

PERSONAL �CHALLENGE

SOCIAL

This is to give us deeper insight into what each segment wants and needs from events and how best to market to them

For example looking at while 38% people driven by health and fitness

We can see there are differences between those who are doing to look good vs those that are doing it to feel good and stayt healthy

As I say another report

FOR THIS PRESETNATION INTERESTING

While 45% of people will fundraise at events

ONLY 7% we surveyed were doing these events to FUNDRAISE as their PRIMARY MOTIVATION.

SOME WAYS Could be seen as being depressing but being more positive – highlight POWER of EVENT to recruit new supporters

93% there for other reasons more but almost half of those were persuaded to fundraise while they were there

but moving back to today’s subject quote #1

ALL OF WHICH CAME FROM QUAL INTERVIEWS AND OUR MOST RECENT SURVEY

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#1

“I’M STILL NOT REALLY HAPPY BEING IN A CROWD”

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#2

“I’M NOT FIT ENOUGH TO DO EVENTS ANYMORE”

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3RD PARTY AUDIENCE

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#3

“MY FRIENDS HAVE STOPPED DOING EVENTS"

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3RD PARTY AUDIENCE

In effect these for these guys

How they socialise has changed, events and exercise were central to that and now they’re not

stopped during COVID, replaced by other ways to socialise get together and stayed like that

IN EFFECT SOME HAVE just fallen out of the habit

So the questions for charities are

HOW DO YOU REINTRODUCE THE IDEA OF EVENST AS SOCIAL ACIVITIES

How can you reinforce the group dynamic?

Just as in normal times – how do you leverage the power and influence of the person that coordinates social activity

TO support them as ‘team leaders’ to encourage their group to sign up

& CAN YOU remind people about the joy of evenst for groups – through comms, langauge and the images used

or can you improve your offer to groups – team specific perks and privileges or add team elements your events

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#4

”I TOUGHT I MIGHT AS WELL RAISE SOME MONEY FOR A GOOD CAUSE WHILE I RUN”

3RD PARTY AUDIENCE

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3RD PARTY AUDIENCE

So for most participants the Hierarchy is

Activity - Event – Cause – Charity

So begs 3 key questions for us for 2023 �1 How can you work with or better use evenst as a recruitment channel for your organisation – to get your charity in front of people?

WHETHER Partnership with 3^rd party events, creating new events or adapting your portfolio to the lead with right types of activity

2 How can you take advantage of the fact your cause is more important than your brand or charity to be seen before bigger more well know charities

& steal ‘market share’ from then. BOTH 3RD APRTY AND OWN EVENST _ LEAD WITH CAUSE NOT THE BRAND

& finally Once you’ve signed people up how do you drive loyalty to your charity and use the right stewardship journey to ensure the next event people do is for your charity not just your cause?

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#5

“I’M NOT TOO CONCERNED ABOUT THE COST OF LIVING CRISIS"

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3RD PARTY AUDIENCE

Interestingly both here and in insight from some of the big consultancies like McKinnsy

We’re seeing that the recession is unequal – full employment means impact is less severe for some

We’re lots of evidence of people cutting back to protect spend on more important things

So, turning the heating down to preserve money to spend on clothes, holidays or something more fun

That combined with higher levels of income – suggest the cost of living crisis may not hit events as hard as other areas

FROM a CHARITY PERSPECTIVE

Biggest impact we think on mass fundraising is not peoples’ ability to afford events / make donations

but is perception - the serious issue of whether people feel they can or time is right to ask other for donations?

So as a result we think the Key questions for charities are

How can you better support people and make them feel its ok to ask?

What tools can you offer/ case studies and examples of others fundraising - showing its OK and giving permission to ask

Additionally given the higher levels of income

If volume is an issue asking yourselves how to do you unlock extra value from the individual participants who aren’t as squeezed as others or those that do sign up

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#6

“I LOVE TAKING PART IN EVENTS"

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WHICH OF THESE ARE YOU MOST LIKELY PRIORITISE YOUR SPENDING ON?

3RD PARTY AUDIENCE

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WHICH OF THESE ARE YOU MOST LIKELY TO CUT BACK ON IF YOU HAVE GOT LESS MONEY TO SPEND?

3RD PARTY AUDIENCE

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#7

“I’M DEFINITELY GOING TO BE DOING MORE EVENTS THIS YEAR"

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45%

3RD PARTY AUDIENCE

Have to consider – we’re talking to people doing events who are also passionate enough to complete a survey

I’m naturally optimistic

Our sense is in the MINDs OF EVENT PARTICIPANST we’re getting closer to the old normal

DON’t believe that we’re out of the woods yet

there will be wobbles

Will have to wait until at least 2024 for any signs of a boom

BUT thinking about all of this insight the questions we believe they should raise for EVENT FUNDRAISERS are

What can you do in 2023 to reassure and encourage participants back to events (knowing barriers some see/ feel)
How can you adapt your messaging and comms to support that
How can you ensure the activities you offer through your events or event portfolio appeal the biggest audience – give changes in fitness?

After tough few year - How will you ensure your fundraising director keeps the faith and stays believing in events as a fundraising tool /acquisition
What can you do this year to set you up to make the most of events in 2024?

Thank you – know this isn’t live but if you have any questions please connect with me on linked in or contact me on email

And if you want to read more the full report is available from our website