Jump In – A Virtual P2P Fundraising Event
University of Ottawa Heart Institute Foundation
Develop a virtual P2P Fundraising Event to replace a key annual fundraising event cancelled due to COVID-19.
Normally, UOHIF hosts an annual women’s golfing fundraising event. But due to COVID-19, an in-person event was no longer an option. So, they approached hjc to develop a virtual activity-based fundraiser that targeted a niche audience of tech-savvy fitness enthusiasts.
UOHIF’s goals and objectives:
- Raise the same amount their annual women’s golfing fundraising event did on average
- Educate and spread awareness of women’s heart health issues
- Generate new leads
UOHIF requested a platform that would process a registration fee for all participants and keep the option open for participants to participate in peer-to-peer fundraising. UOHIF and hjc collaborated and decided to create an event that required participants to be active for 30 days from Sept 1st to Sept 30th. To meet the parameters set by UOHIF, hjc created a combination of two common events – a ticketed event and a TeamRaiser:
- The Ticketed Event included a 2-click registration that made participants a part of the event, with the registration fee collected going towards women’s heart initiatives;
- while the TeamRaiser portion of the event provided a fully functional peer-to-peer fundraising platform that facilitated donations on behalf of the University of Ottawa Heart Institute
UOHIF employed social ads, social influencer marketing and email communication to market the event, resulting in their goal being raised within the first 10 days of the campaign.
The total amount of money raised was over $190,000. The event has exceeded their goal by more than 50% and has effectively spread awareness of women’s heart health issues.
Additionally, this has created an opportunity for hjc to begin sending a welcome series of emails to participants, generating leads and potentially securing new monthly donors for UOHIF.