- 1. Emotional Drivers for Third-Party Events Increase Gifts
Using Unique Appeals Jennifer Hickok | Director, Special Events
& Corporate Partners Roswell Park Alliance Foundation Roswell
Park Cancer Institute Elm & Carlton Streets Buffalo, NY 14263
p: 716.845.1016 [email protected]
2. Relationship Process a. Youve Done the Courtship Steward and
cultivate a relationship b. Youve Popped the Question Decision has
been made to host an event c. Youve Had the Wedding - The event is
over and the thank yous have been sent d. The QUESTION NOW IS An
event or program hosted by an outside individual or group where
proceeds benefit Roswell Park Cancer Institute. RPCI Team Cure
program began in 2000 First year realized $150k Today - $2mm (300
events annually) Spin-Off Programs Created Team Cure Challenge 5k
local events and Destination Marathons Goin' Bald for Bucks -
Head-shaving program Pediatrics concentrated effort on
pediatric-based fundraisers How do you continue growing the
relationship after the honeymoon phase? 3. Were They Satisfied?
Were You? Tier Structure & Challenges to Meet Requests Based on
dollars raised, or proposed to raise, you get X for $ Commitment:
Are they Passive or Active Donors Disease Specific Did they
restrict dollars raised to a disease site? Is there an opportunity
to discuss priority fundraising options with them? Capital Campaign
or Specific Research initiative? Emotional Engagement Lunch with a
Doctor; Invite them on a Tour Patient Signature Society Engagement
of Grateful Patients to thank Donors Was There Trust Established?
Transparency & Opportunity Status of Project Update is Crucial:
Newsletters, Phone Calls, Tours, Physician/Researcher Engagement
Successful Example The LoVullo Family 1st Donors 2nd Board Members
3rd Team Cure Event 4th Established Endowment 5th Gala Chairs 6th
New Contacts (corporate and Individual) Major Emotional Drivers for
Donors 4. Community Partners Program for NACCDO Kim Collins
Director, CP Program The Ohio State Comprehensive Cancer Center-
Arthur G. James Cancer Hospital and Richard J. Solove Research
Institute 5. Looking Back 2004 Community Partners -Twenty events
raised $250,000 -$150,000 came from Cheryls Cookies promotion
-James General Fund, Spielman Fund, Tressel Fund 6. Moving Forward
Five Year CP Income Comparison FY10 FY11 FY12 FY13 FY14 Total Gifts
1,725,000 $2,500,000 $3,450,000 $3,570,000 $4,000,000 No. of Events
270 300 340 446 525 Between FY 12 & 13 two significant changes
occurred: -Moved Buckeye Cruise for Cancer to a signature event
-Hired second full-time position for the CP program 7. Estimated
number of touches million people participate in these community
initiatives and events per year 8. Success in Numbers -Grateful
Patients -Research and Programs -Leadership and community exposure
-Strong commitment from CP program -CPs generating CPs 9. What does
commitment look like? -Guidelines & levels of support -Over
communicate -Provide best practices -CP 101 learning -Build
synergies -Find interested parties to participate and volunteer 10.
What does commitment look like? -Marketing, social media
-Stewardship opportunities -Involve entire Development Team
-Involve Leadership 11. Stewardship matters -Lunches with Docs,
researchers, stakeholders -Speakers at events -Check presentations
-Research updates from publications -Impact Cancer recognition
-Ambassadors program 12. Challenges -Capturing attendees names
-Building Trust -Staffing team -Additional expectations from CP
-Celebrity requests -Connecting out of state support 13. Where do
we go from here? -National and regional cause marketing
relationships -Corporate sponsorships (5K Race Series,) -James Days
(golf) -OHSAA program Challenging climate: -Add staff -Add budget
14. Celebrating 10 Years of Teal 11/09/2014 Run for Her 5k Run
& Friendship Walk Los Angeles Video 09/06/2014 New York Run for
Her 5k Run & Friendship Walk Hudson River Park Video 08/23/2014
Bay Area Run for Her 5k Run & Friendship Walk Shoreline Park
15. More than 230,000 women are diagnosed with ovarian cancer
worldwide each year, and approximately 140,000 of these women will
die from the disease. Unfortunately, most cases are diagnosed in
their later stages when the prognosis is poor. However, if
diagnosed and treated early the five-year survival rate is over 90
percent. This is why it is important that the early signs and
symptoms of the disease are recognized, not only by women, but also
by their families and medical provider. Motivated by her mother's
battle with cancer, Kelli Sargent created a marketing and
operations plan for an ovarian cancer 5k run/walk for her Master's
Degree thesis. She later partnered with Cedars-Sinai Medical Center
to create run for her, a 5k Run and Friendship Walk for Ovarian
Cancer Research and Awareness. The inaugural event in 2005 took
place in a Cedars-Sinai parking lot with 700 people and has now
become one of the largest ovarian cancer run/walks in the nation
with 5,500 participants in 2013 and Sleepwalkers in all 50 states
and 15 countries. Nanci lost her battle to ovarian cancer, but her
strength, inspiration, and compassion will continue through run for
her run for her - The History. The Purpose. The Reason. 16. Run for
Her has raised over $6 million for the Cedars-Sinai Womens Cancer
Program at the Samuel Oschin Comprehensive Cancer Institute 17.
2005 Cedars-Sinai Parking Lot 2013 Pan Pacific Park, Los Angeles
18. 3 Options Considered 1) Creating a 501 c 3 2) Partnering with
an advocacy organization 3) Partnering with Cedars- Sinai Medical
Center 19. Challenges 501 c 3 Legal Cost Liability Insurance Time
Structure Advocacy Organization 20% must be donated to organization
Messaging Confusion on Beneficiary Cedars-Sinai Medical Center Loss
of ownership Approvals Experience 501 c 3 100% Ownership Advocacy
Organization Marketing/Awareness Materials Provided Able to use
their 501 c 3 Can benefit multiple organizations Cedars-Sinai
Medical Center Established Brand Donor trust in where the money
goes Internal Resources Insurance/Legal/Liability Covered by
Medical Center Benefits 20. 3 Events 3 Weekends 9th annual run for
her 5k run & friendship walk Inaugural run for her New York
Walk Annual run for her Kick Off Party 21. 2013 run for her
Highlights Where: Pan Pacific Park, West Los Angeles Amount Raised:
Nearly $950,000 Participants: Over 5,500 Presenting Sponsors: LG,
Pacific Sales, and DFS Galleria Finish Line Festival: Over 20
vendors, Health Zone, Kids Zone, DJ, Awards, & Giveaways Media
Highlights: KTLA Channel 5 News, Good Day LA, SELF Magazine, Time
Warner Cable, Examiner, and more! Spokes Person: Kara Dioguardi One
of the worlds largest ovarian cancer run/walks in both size and
fundraising 22. Sunday, October 27, 2013 Hudson River Park Over 200
Registrants Nearly $100,000 Raised Click to Watch Video 23. To
thankto honorto remember 24. In 2013, run for her reached its goal
of registering participants in all 50 states as well as 15 foreign
countries. Be a part of the run for her5k Run & Friendship Walk
no matter where you live! 25. Sleepwalkers Around the World 26.
NACCDO Conference April 24, 2014 - Columbus, Ohio Mark Puskarich
27. Who Am I? Musician Recording Artist Music Producer Event
Organizer Volunteer Philanthropist 28. In The Beginning Guitar
student Trumpet student in school band who wanted to be a drummer
29. Aereon (1978 1982) 30. The Story - 1998 Lorne is diagnosed with
Hodgkins Lymphoma in February 2000. Six months of strong chemo
followed up by one month of intense radiation. December 2000 he is
cancer free and in full remission 31. The First CD - 2002
Partnering with The James The First Benefit Concert Raised $35,000
mostly through donations for CDs Website -
www.achristmastocurecancer.org 32. Lorne VanFossen 33. Flash
forward 12 years from 2002 to 2014 We Incorporate and apply for
501(c)(3) status with IRS in 2003 Host annual benefit concerts and
many other mini benefit events We produce seven Christmas CDs and
three non- Christmas CDs (Heather Pick Circle of Support) Establish
Sean Carneys Blues for A Cure in 2007 and release 7 Blues for a
Cure CDs and 20 benefit concerts 34. Weve raised nearly $1,000,000
for cancer research, screenings & education 35. The Importance
of Partnerships & Networking From the beginning I partnered and
participated in activities supporting The James including:
Stefanies Champions The Buckeye Cruise for Cancer The Spielman
Scramble The James Ambassadors Society Pelotonia Benefits of
partnering: Were raising money for the same purpose Increased
awareness and support of my events Sharing best practices and ideas
36. The Future Established the Heather Pick Music Program Fund at
The James Introduce sponsors and supporters to The James by hosting
dinners to share information in hopes that they will make an
investment in helping The James create a cancer-free world Continue
to build relationships and partnerships with groups fighting cancer
37. You win with people Woody Hayes 38. Visit our website at
www.achristmastocurecancer.org Thank You!
