Charity guide for heroes race recruitment

1. Adapt logo on the whole
presentation 
BUILD YOUR COMMUNITY OF PARTICIPANTS
FOR THE HEROES RACE 2011
1

2. WELCOME!
This guide’s purpose is to help you
build your community of participants
who will raise funds for your charity.
Contents
Planning……………………………….3
5 tips to succeed……………………...4
#1Mix the Heroes Race into your communication plan
#2 Write effective messages
#3 Conduct field marketing actions
#4 Approach your partner companies
#5 Encourage the creation of team pages
Tools…………………………………...8
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3. FOLLOW OUR ADVISED PLANNING TO RECRUIT RUNNERS (PRINT THIS PAGE!)
Steps / Actions Due date
(Event day - xx days)
Step 1. Marketing and promotion D - 180 (enter date)
w Add a Heroes Race presentation page on your website with a link to register
w Add a link to register on the homepage of your website
w Add a link to register in your emails signature and those of your coworkers
w Add a link to register every month in your online or printed newsletters
w Regularly post a link to register on your organization's Facebook page
Step 2. Recruitment D - 150 (enter date)
Contact your supporters who like to run as a hobby with a personnal touch (phone or email) / Contact again your
w 2010 runners with a personnal touch (phone or email)
w Ask your regular runners/ 2010 runners to enroll their friends
w Ask your coworkers to register to the Heroes Race
w Send a recruitment email to your supporters contact database
w Call your partners and propose them to participate by creating a team of runners
w Invite your 2010 runners, your supporters and your partners to a launching event presenting the Heroes Race
Step 3. First reminder D - 90 (enter date)
w Send a reminder to everyone who has not registered yet
w Call your committed supporters and propose them to register to the Heroes Race
w Call again your partners to give them a registering deadline (enter deadline date here)
w Contact the inactive fundraisers (few donations raised) to prompt them to fundraise
w Publish runners interviews with a link to register in your intern medias (website, newsletters)
Step 4. Second reminder D - 60 (enter date)
w Send a reminder to everyone who has not registered yet
w Remind your partners of the registering deadline (enter team registration deadline date here)
w Contact the inactive fundraisers (few donations raised) to prompt them to fundraise
w Publish runners interviews with a link to register in your intern medias (website, newsletters)
Step 5. Last Call D - 30 (enter date)
w Announce registrations closing (enter individual registrations closing date here) by email to everyone who has not registered yet
3

4. TIP #1: MIX THE HEROES RACE INTO YOUR COMMUNICATION PLAN
• As soon as your charity is registered, create a page on your
website to explain the Heroes Race’s principle. Add a link to
register and the video trailer on your page.
• Relay all the news from the Heroes Race (interviews, trainings,
etc.) in all your medias: news on your website, newsletter, etc.
• Plan to send a recruitment email to your supporters according to
your communication plan.
4

5. TIP #2: WRITE EFFECTIVE MESSAGES
• Your messages should be concise, factual and motivating
• Write messages in your website, newsletters and emails
Here is an example of a message you can use:
On the (DateofEvent), a team of runners from our charity will participate in the Heroes Race
(PlaceofEvent).
The Heroes Race is a sportive challenge: you have to run or walk 6km but it is first a
solidarity challenge ! Before the event, you have to register on (WebsiteofEvent), choose
our charity and raise 300€ of donations from your friends thanks to your online fundraising
page.
The first Heroes Race in Paris in 2010 enabled to raise 300.000€ from 7200 donators.
The funds raised by our team will help: [describe here the project financed with the funds
raised during the Heroes Race]
You can be a hero too! Join our team to discover a modern and original way to support our
charity.
More information: [insert a contact email here]
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6. TIP #3: CONDUCT FIELD MARKETING ACTIONS
• Organize a small event where you present the Heroes Race, the
projects financed with the funds raised and meet your team of
participants.
• Print and place posters on your billboards.
• Spread the word around you about the race. Tell your runners to
do the same so you can increase the number of participants in
your community!
• Personally call your partners, runners from 2010 and best
supporters. It is more friendly than a simple email!
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7. TIP #4: APPROACH YOUR PARTNER COMPANIES
• Approach your partner companies and suggest them to set up a
team of runners. For your partner companies it is the
opportunity :
→ to do some team building on the occasion of a meaningful
event: sport during a great solidarity event to support your
charity’s projects.
→ to communicate about their support to your charity, by using
the event’s pictures of their team at the race, and thus benefiting
from the event’s media coverage
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8. TIP #5: ENCOURAGE THE CREATION OF TEAM PAGES
We advise you to encourage team pages creation for your
organization. Thanks to this tool each team leader can easily recruit
his friends or colleagues and run together for your charity !
How can your supporters create a team page?
• The team leader registers on the website and chooses to create a
team. He then creates his individual fundraising page, (which will
appear on the team page).
• He invites his coworkers and friends to join the team by giving
them the team password. Each new runner will then create his
individual fundraising page and each pages will appear on the
team page.
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9. TOOLS : USE THE EVENT’S COMMUNICATION MATERIALS
• Find all communication materials here:
(BuzzPageofEvent)
• Put the event’s video trailer in your website:
(VideoTrailerofEvent)
(Copy/paste the code in your website)
• Use the corporate presentation to approach your partners :
(CorporatePresentationofEvent)
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10. GOOD LUCK!