Leveraging The SCMM 2016 Platform

Leveraging The SCMM 2016 Platform
United Way of Mumbai
10 September 2015

Agenda
    THE WHYs and WHY NOTs
    Help us understand your challenges; tell us what we could do better

    TAKING IT FORWARD
    Bibs and beyond

    YOU HAVE NOT MISSED THE BUS
    Getting people to become fundraisers and helping them graduate into Change Runners

    HOW DO YOU GET INDIA INC RUNNING FOR YOUR CAUSE?
    Details of corporate team registration

    STARTING IT YOUNG
    Nitty-gritties of the student challenge. Let’s grow this category together

    CREATING A MASS MOVEMENT
    How does one get media interested in your “story”
    Social Media Visibility
    Visibility on Race Day

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SCMM 2016 .. Reenergized!
    NEW TEAM SIZE
    Corporates can now register a team of 40 employees

    NEW CATEGORY
    Young Leader

    NEW AWARDS
     THE SCMM CORPORATE CHAMPION trophy will be awarded to the corporate with
       the highest amounts in employee fundraising. Highest Individual fundraisers in this
       category will be awarded the LEADING THE CHANGE trophy.

     THE CORPORATE ICON trophy will be awarded to the corporate which has raised the
       highest total funds

     The Young Leader with the highest amount raised will be awarded the Standard
       Chartered Mumbai Marathon 2016 YOUNG LEADER

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Welcome to SCMM 2016
    SCMM 2016 Charity Structure… please do read it!
         Outlines the various categories & the process we follow in each
         Methodology designed to maximise the charity aspect of the SCMM

    Corporate Donor
         Corporate Challenge

    Individual Donors
         Charity Bibs
         Change Runners
         Young Leaders
         Fundraisers

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CORPORATE TEAM | Registration
    SINGLE CHEQUE

    ₹ 3,00,000 donation for Team 15
    ₹ 4,50,000 donation for Team 25
    ₹ 7,00,000 donation for Team 40

    Registrations close on 7 October 2015 (first come first serve)
          Maximum 200 employees per company

    * Subject to qualification as per norms explained in the charity structure.

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CORPORATE TEAM | Registration
    SPLIT CHEQUE **

    TEAM 15:
    Cheque in favour of United Way of Mumbai      : ₹ 44,000
    Cheque in favour of the supported charity     : ₹ 2,56,000 (to be couriered to United
       Way of Mumbai along with the other cheque)

    TEAM 25 :
    Cheque in favour of United Way of Mumbai      : ₹ 67,000
    Cheque in favour of the supported charity     : ₹ 3,83,000 (to be couriered to United
       Way of Mumbai along with the other cheque)

    TEAM 40 :
    Cheque in favour of United Way of Mumbai      : ₹ 1,05,000
    Cheque in favour of the supported charity     : ₹ 5,95,000 (to be couriered to United
       Way of Mumbai along with the other cheque)

    ** If this amount comes from the 2% CSR mandate, for a pre decided focus Area / project
        by the corporate.

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CORPORATE TEAM | Process
     Fill Corporate Challenge registration form and submit to UWM
      Admin Link ( password protected) for company HR.
      Registration link for all employees to register.

     Admin link can select, edit employee details and submit team by 7 October
      2015. The period between Corporate registration and team submission can
      be used for various employee engagement programs leading to final team
      selection.

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CHARITY BIBS
     Charity bibs are unique, valuable and an important tool for charities to raise
      funds across all race categories.
       Min ₹ 9000 has to be raised per bib (this is not a selling price)
       Last date for bib form submission is 17 November 2015
       UWM administrative charge per bib ₹150 per bib

     The average amount per bib that you raise plays a very important part in bib
      allocation. (60% weightage to average amount per bib raised in SCMM’
      2015 + 40% weightage to total amount raised from sale of bibs).

     Need more bibs?
       Second & Third allocation is on the basis of average amounts raised per bib in the
       first allocation.

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FUNDRAISERS
    FUNDRAISERS are individuals who raise funds for a NGO irrespective of whether
    they are participating in the event or not.

    The UWM online platform is ideal for raising finds for a cause - its free, its easy to set up
    and 100% of money raised goes to the NGO.

     Fundraiser : Anyone who raises ₹ 10,000 is a fundraiser.
     Fundraiser Silver : Anyone who raises ₹ 50,000 is Fundraiser Silver (UWM donates
      ₹ 1,500 to the chosen charity, provided there are 5 donors)
     Fundraiser Gold : Anyone who raises ₹ 1,00,00 is Fundraiser Gold (UWM will
      donate ₹ 1,500 to the chosen charity, provided there are 5 donors)

    PLEASE NOTE: FUNDRAISERS WILL NOT GET A RUNNING BIB. ONLY CHANGE
    RUNNERS (on raising ₹ 1,50,000) WILL.

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FUNDRAISERS | Process
      Create your individual fund raising page to raise online funds
      Download Pledge Sheet Summary and Pledge Sheet Details from UWM
       website
      Fill these forms providing all the details which have been asked for
      Submit cheques and above mentioned documents, duly filled

     Online fund raising closes on 1 February 2016

     Offline fund raising closes on 29 January 2016

     If the fundraising amount reaches ₹ 1,50,000 as on 23 December 2015, the person can
     avail of a bib to run as a change runner.

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CHANGE RUNNERS
     THERE ARE NO CHANGE TEAM REGISTRATIONS.
     One could start a fundraising page or a raise pledges and as per where the fundraiser
     stands on 23 Dec 2015 determines the benefits one could avail of

     Change Maker                                                              Incentives :
                                                                  Special bibs, custom online fundraising
     ₹ 1,50,000 (UWM retention on offline funds : 2%)              pages, special SCMM kit, priority line
                                                                  up, invitee parking passes, invite to the
                                                                  VIP marquee on the race day, enhanced
     Change Investor                                                         visibility and so on.
     ₹ 5,00,000 (UWM retention on offline funds : 1.5%)

     Change Leader
     ₹ 10,00,000 (UWM retention on offline funds : 1%)
                                                                   Anything raised through
     Change Champion                                               online pages is disbursed
     ₹ 25,00,000 (UWM retention on offline funds : 0.5%)                 100% to NGO

     SCMM Change Icon 2016
     ₹ 50,00,000 (No UWM retention)

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YOUNG LEADER
     Fundraisers up to 21 years as on 17 Jan 2016 are listed in this category.

     On raising ₹ 50,000 the fundraiser is entitled to a Young Leader bib. All other
     privileges are as per the level

     Category

         Young Leaders above the age of 12 will be eligible for a Dream Run or a Champions
          With Disability bib on raising ₹50,000 or more
         Only runners over 18 years of age can avail of the Half Marathon bib or Full
          Marathon
         The timing certificate criteria is waived off for Young Leaders who raise over ₹
          50,000

     Online fund raising closes on 1 February 2016
     Offline fund raising closes on 29 January 2016

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YOUR STRATEGY
     Creating a roadmap for your organization for
                 the marathon journey

13   United Way of Mumbai

Participation History
     How much did you raise each year in each category?

      Identify gaps
      Define focus areas
      Feedback

     What would be a good target for you?

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Setting Focus
      Goal
          What do we want to accomplish through the SCMM?
          Raise funds for our cause (Specifics?)
          Raise visibility for our NGO (Specifics?)

      Parameters
          What would be good success parameters?

      Process
          How are we planning to accomplish our goal?

      Timelines / Responsibilities
          Who should do what and when?

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Getting Strategy In Place
      Resources available to you.
          Staff, connections, volunteers, events, supporters

      THE DATABASE
          Collect, build, category wise segmentation
                                                               Charity Bibs
      Category wise strategy
          (in slides ahead)                                    Corporate Teams
                                                               Change Team
      Race day Plan
          Recognition Plan                                     Fundraisers
                                                               Young Leaders
                                                               Other Supporters

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Charity Bibs (2nd Aug – 17th Nov)
      Don’t just sell them.. use them to raise funds

      Strategy: segment your allocated bibs
          Fundraiser bibs
          Outright Sale bibs
          Beneficiary sponsor bibs
          Bibs as prizes: Contest/Event integration
          Auction bibs

      How will you make your charity bib supporters feel special?

      What is your race day plan for these runners?

      What is your communication plan for them?

      Who will be responsible at your end?

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CORPORATE TEAM (till 7th October)
      Which companies are you already connected with?

      Target companies

      The pitch
          Introducing yourself & the SCMM
          SCMM as an employee engagement tool
          Utilization proposal for the donation amount
          What benefits can you provide?

      How will you make the employees feel special?

      What is your race day plan for these runners?

      What is your communication plan for them?

      Who will be responsible at your end?

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FUNDRAISERS
      This could be just anybody.

      Strategy for getting as many people as you know to create a fundraising
       page.
           Pitch: intro/appeal
           What benefit/support can you provide?
           Introduce a contest/competition? Incentive plan?

      Communication Plan
          Updates / Tips / Fund Raising Ideas / Motivation

      Acknowledging Donors
          Pre / Post event and on Race Day

      Who will be responsible at your end?

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CHANGE RUNNER (as on 23 DEC)
      GOOD NETWORK + PERSONAL GOODWILL + PASSION FOR THE CAUSE
                    = SUCCESSFUL CHANGE RUNNER

      How many such people do you know?
          (Board members/ ambassador/ successful beneficiaries/ biggest supporters)

      What is your plan to get them to register for you?

      What are you willing to do to support them?

      How will you be motivating and encouraging them?

      How can you make fundraising interesting and exciting?

      What can you do to make this a memorable experience for them?

      Who will be responsible at your end?

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OTHER SUPPORTERS
      Supporters who may not be able to participate in the SCMM, but can
       lend their help in other areas such as -
            Collaterals / Creative
            Communication
            PR and Publicity
            Volunteer mobilization
            Influencers and Connectors

      Identify areas where you need support

      Plan in advance

      Find the right platform and committed supporters

      Create a focused plan to engage with the supporters

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OTHER PLANS
      PR and Publicity Strategy
          Refer to the toolkit

      Fundraising Challenge
          Plan in advance to optimize benefits from the challenge

      Social Media Strategy
          Engage with your current audience to garner more

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IN CONCLUSION..
      To derive maximum benefits, a lot of planning is required

      Break all steps to a successful marathon experience to
       timelines and responsibilities

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Thank You & Good Luck!