Here’s how we turned a free event into £3,000 in donations
It’s also the story about my next 50by50 fundraiser – my personal challenge to raise £50k for charity by the time I turn 50.
So, 50by50 fundraiser #2 is Ride Lichfield Sportive – a charity bike ride through the picturesque Staffordshire countryside, that we’ve resurrected after a 5 year café-stop.
I’m co-organising it with my friends, the LEJoG Sisters, and local bicycle recycling and confidence building charity, Lichfield Re:Cycle (psst, I’m also a trustee).
One of our charitable objectives at Lichfield Re:Cycle is to encourage people to get out on their bikes by, you guessed it, organising community cycling events.
Giving people access to these events is hugely important part of what we do. The benefits of cycling shouldn’t be available only to those who can afford them. So we removed one financial barrier by making the event free.
But we knew the event was also a prime opportunity to fundraise.
So here’s what we did:
🚴♀️🚴♂️🚴 Designed an event with broad appeal
The pandemic peak of popularity for pedalling might have passed but cycling is still enjoyed by huge numbers. Which meant a big pool in which to fish for participants.
Plus, the endlessly wise Simon & James from Lichfield Re:Cycle created 2 scenic & occasionally challenging but not intimidating routes, literally starting on people’s doorsteps in Lichfield. Making the ride accessible to people with a wide range of fitness levels.
🖼️ We framed the ride’s value
We framed that value both in impact it will have on charity but also literally in cash terms.
This meant stating the cost of similar local rides. Telling people they could pay what they wanted. And planted some numbers in people’s minds:
“Whether you pay £5 or £50 - though we suggest at least £15 - you'll help to raise money…”
Spoiler: It worked. Average donation was £17.
🌟 Be seen in all the right places
We were smart about how and where we promoted Ride Lichfield. An event webpage was out starter for 10, then we added the event to sportive event listing sites, emailed previous participants, had a little coverage in the local press and in the community Facebook group.
We pressed the flesh too. Handing out some cute little Moo cards – with a QR code (of course!) for registration – at another popular local charity sportive.
And we did £130 worth of Meta advertising, helping us reach close to 20,000 Facebook and Instagram users, sending 1,600 of those to the sign-up page (more about this another time).
📈 The results?
Well, we had a few people take the free option. A handful donated £5, and one £45 donation. Giving us an average donation of just under £17 – raising a stellar £3199 in total.
Not bad for a free event, right?
So roll on a week on Sunday when we’ll welcome our riders and thank them for their fabulous generosity.
#RideLichfield #50by50
#cycling #charity #fundraising
#lichfield #staffordshire
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2wWorld Bicycle Relief what a majestic event and fantastic moment! A gala night to do good and share #BicycleJoy. I am so happy for my first participation as a benevolent team member and for finding a donor sponsor. Thanks and CONGRATULATIONS to Cindy Wenger and Anna Cassel Weyerhaeuser!