Case Study: Pancreatic Cancer UK
2019 was Pancreatic Cancer UK's most successful year to date. Caitlin Graham, the charity's Events Officer, talks about her experience at the 2019 Vitality London 10,000 and explains what worked well when advertising their places for the event.
What were your targets for the 2019 event?
"As this was the first year that we were putting promotion behind the event, we set ourselves a target of filling 30 places in the first year."
How many runners did you have at the event?
"On Event Day itself we ended up with 36 charity place runners and nine own places runners!"
How successful were your runners when it came to fundraising?
"We asked for an initial pledge of £100, but we found that our runners went far beyond that target. In the end, our team raised more than £20,000. Our charity place runners raised an average of £448 and own place runners raised an average of £843!"
Why did the Vitality London 10,000 work well for you as an event?
"At the time, we weren’t offering places in any other 10km events. We also know that our supporter base is strong in London and the south, so this event fits in with the location of our supporters. After the success of the Vitality London 10,000 we are now planning on offering another three or four events at the 10km distance."
What tactics worked well for you in terms of filling your places?
"Between January and March, we put a small amount of our budget behind advertising spend. We had 11 supporters sign up as part of our ‘New Year, New Me’ campaign and we also found that we had three teams that registered together – one of whom was a family – and this is an angle that we are going to test when marketing our 2020 places.
"We managed to put together a staff team of six PCUK runners which was great to talk about when we were engaging with our supporters during their stewardship journey.
"As a final push to fill our places, we mailed out to a more confident running base within our supporter database inviting them to register."
What was the makeup of your team?
"70% of our runners were female and 30% male. The age range between our oldest and youngest runners was quite large, with our youngest runner just 15 years old and our oldest runner 60. We found that the average age of our runners was 37 among female runners and 41 when it came to our male runners.
"In terms of location, we had 18 runners from the London area and a further 11 from the south east."
What are your plans for 2020?
"We are hoping to fill at least 40 charity places in 2020 and grow our number of own place runners. We are also planning a cheer point in the route which we haven’t done for a 10km before!"