As the Marketing Director for the Peer Power Foundation, I’m in the midst of preparing for our 8th Annual Big River Crossing Race, set to take place on November 2nd, 2024. With a goal of reaching 1500 registrants and expanding our peer-to-peer fundraising initiative, I’m excited to share my expertise and insights into the process of executing a successful marketing plan.
Key Steps:
- Design the brand mark
- This really helps shape the ideas behind everything. A good representation of what BRX 2024 means to Memphis and our organization helps the rest of the campaign take flight.
- Update our Race Roster webpage for registrations
- We work with Start2Finish and Memphis Runners Track Club to get our event page up and running so people can register.
- Craft the overall messaging that resonates with our theme.
- This year’s theme is aligning ourselves with our partners and the city of Memphis. We want to show that we embody the spirit of Memphis and how we are making connections for the youth to their future.
- Create a Social Media Schedule
- The content is an assortment of videos, photos, and graphics collected from last year’s race. Many people came up to talk about how much fun the race was or why racing for a cause is so important, so we want to make sure that we share those moments with our social media following.
- Email marketing plan
- Like most nonprofits, our main mode of communication is email. I craft every email that goes out from now until November 2nd about the race and what potential participants can expect.
- Advertisements
- There are plenty of ways nonprofits can advertise for little to no budget, which I like to capitalize on. For instance, we have a Google Ads grant that allows us free Google Search Ads, and I make sure to tailor those ads to a Memphis Audience. I also will plan sponsored social media posts which in the grand scheme of things, is a very affordable option to get eyes on your event.
While previous years have seen a few hundred registrants in addition to the 1000 provided by MRTC, this year, we’re aiming to attract 1500 people to register in addition to MRTC’s contribution. Reaching and engaging such a large number of people is no easy feat, as it’s challenging to pinpoint what motivates them to participate. Are they driven by supporting a worthy cause, or are they simply seeking a fun Saturday activity in November?
To address this challenge, we’re focusing on creating compelling content and incentives that appeal to a wide range of potential participants. By highlighting the impact of our cause and the excitement of race day, we hope to inspire more people to join us in making a difference.
Last year, we introduced a peer-to-peer fundraising initiative for our staff, which proved to be wildly successful. This year, I want to expand that initiative to include our runners, potentially by offering an award for the most donations raised. By tapping into the power of personal networks and friendly competition, we can amplify our fundraising efforts and engage our community on a deeper level.
As I work through the challenges and opportunities of this campaign, I’m reminded of the incredible impact our work has on the lives of those we serve. While the road ahead may be difficult, I’m filled with hope and determination to make this our most successful race yet. With the support of our community and the power of innovative marketing strategies, I’m confident we can reach our goals and create a truly memorable experience for all involved.
