Pan-Mass Challenge 2013 Fundraising Review

The new calendar closed the book on my sixth year riding the Pan-Mass Challenge. First of all, one more big Thank You to everyone who supported my participation: those of you who donated money first of all, but anyone who lent moral support, helped me train, and even got me a ride home from the ferry (something I always manage to forget to arrange; it never fails).

I am officially signed up for the 2014 ride, and am looking forward to another year of training for this 2-day ride to fight cancer, and of raising money, 100% of which goes to the Dana-Farber Cancer Institute. While the ride is in August, it is never too soon to donate – the link to do so is: http://bit.ly/pmcdoug.

The past few years, I have used this space to analyze my fundraising efforts and compare them to prior years. As with any analysis, the numbers are not just numbers, but hint at a story; finding and telling that story is the real fun part.

First up is the final number: the total amount raised. After a peak in 2010, this year’s total went up for the first time since then. It was an unexpected and welcome upturn, made possible not by a broader reach, but by some more generous sponsors, as we shall see:

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Average donation size skyrocketed in 2013. While the median donation amount was the usual $50, the average donation exceeded $70 for the only the second time. What helped? Two factors: first, I had three $500 donations (plus  one matching donation), after having none last year. These were all from people who increased their donations from previous years. Depending on the reasons, I will not expect that to sustain, but it shows that some steady donors can unexpectedly change their amounts. Additionally, I had one other matching corporate donation in a smaller amount, also contributing to the totals.

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Total donations slipped below 2010 levels. As shown above, the increased average donation erased this as an overall factor, but I should note this as a potential concern. Should I try to broaden my reach to new people in 2014?

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One new thing from last year that I continued was my email campaign to previous donors. I used MailChimp.com to manage the mails this time, and once again did two mailings: one in March and one in June. With MailChimp, I was able to design a still simple, but slightly more attractive email using one of my ride photos. This may have helped make the mailing more effective; as shown below, my percentage of returning donors was far higher than in any other year (more than 75%).

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I will definitely continue my email campaign for the 2014 Pan-Mass Challenge, but I will not assume the increased average donation rate will hold, and will think of ways to broaden my reach for the next fundraising campaign.

Wish me luck! And, if you are so inclined, help fight cancer with the Pan-Mass Challenge at http://bit.ly/pmcdoug. – Thank you!

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