Emotional Drivers

1. Emotional Drivers for Third-Party Events
Increase Gifts Using Unique Appeals
Jennifer Hickok | Director, Special Events & Corporate Partners
Roswell Park Alliance Foundation
Roswell Park Cancer Institute
Elm & Carlton Streets
Buffalo, NY 14263
p: 716.845.1016
Jennifer.Hickok@roswellpark.org

2. Relationship Process
a. You’ve Done the Courtship – Steward and cultivate a relationship
b. You’ve Popped the Question – Decision has been made to host an event
c. You’ve Had the Wedding - The event is over and the thank you’s have been sent
d. The QUESTION NOW IS…
An event or program hosted by an outside
individual or group where proceeds benefit
Roswell Park Cancer Institute.
 RPCI Team Cure program began in 2000
 First year realized $150k
 Today - $2mm (300 events annually)
 Spin-Off Programs Created
 Team Cure Challenge – 5k local events and Destination Marathons
 Goin' Bald for Bucks® - Head-shaving program
 Pediatrics – concentrated effort on pediatric-based fundraisers
How do you continue growing the relationship after the
honeymoon phase?

3. Were They Satisfied? Were You?
Tier Structure & Challenges to Meet Requests
• Based on dollars raised, or proposed to raise, you get “X” for “$”
Commitment: Are they Passive or Active Donors
• Disease Specific – Did they restrict dollars raised to a disease site? Is there an opportunity to
discuss priority fundraising options with them? Capital Campaign or Specific Research
initiative?
• Emotional Engagement – Lunch with a Doctor; Invite them on a Tour
• Patient Signature Society – Engagement of Grateful Patients to thank Donors
Was There Trust Established?
Transparency & Opportunity
Status of Project Update is Crucial: Newsletters, Phone Calls, Tours, Physician/Researcher Engagement
Successful Example
The LoVullo Family
1st Donors 2nd Board Members
3rd Team Cure Event 4th Established Endowment
5th Gala Chairs 6th New Contacts (corporate and Individual)
Major Emotional Drivers
for Donors

4. Community Partners Program for
NACCDO
Kim Collins
Director, CP Program
The Ohio State Comprehensive Cancer Center-
Arthur G. James Cancer Hospital and Richard J. Solove
Research Institute

5. Looking Back…
2004 Community Partners
-Twenty events raised $250,000
-$150,000 came from Cheryl’s Cookies
promotion
-James General Fund, Spielman Fund,
Tressel Fund

6. Moving Forward…
Five Year CP Income Comparison
FY10 FY11 FY12 FY13 FY14
Total Gifts 1,725,000 $2,500,000 $3,450,000 $3,570,000 $4,000,000
No. of
Events
270 300 340 446 525
Between FY 12 & 13 two significant changes occurred:
-Moved Buckeye Cruise for Cancer to a signature event
-Hired second full-time position for the CP program

7. Estimated number of
touches
½ million people
participate in these community initiatives
and events per year

8. Success in Numbers
-Grateful Patients
-Research and Programs
-Leadership and community exposure
-Strong commitment from CP program
-CPs generating CPs

9. What does commitment look like?
-Guidelines & levels of support
-Over communicate
-Provide best practices
-CP 101 learning
-Build synergies
-Find interested parties to participate and
volunteer

10. What does commitment look like?
-Marketing, social media
-Stewardship opportunities
-Involve entire Development Team
-Involve Leadership

11. Stewardship matters
-Lunches with Docs, researchers,
stakeholders
-Speakers at events
-Check presentations
-Research updates from publications
-Impact Cancer recognition
-Ambassadors program

12. Challenges
-Capturing attendees names
-Building Trust
-Staffing team
-Additional expectations from
CP
-Celebrity requests
-Connecting out of state
support

13. Where do we go from here?
-National and regional cause marketing relationships
-Corporate sponsorships (5K Race Series,)
-James Days (golf)
-OHSAA program
Challenging climate:
-Add staff
-Add budget

14. Celebrating
“10 Years of Teal”
11/09/2014
Run for Her®
5k Run & Friendship Walk
Los Angeles
Video
09/06/2014
New York
Run for Her®
5k Run & Friendship Walk
Hudson River Park
Video
08/23/2014
Bay Area
Run for Her®
5k Run & Friendship Walk
Shoreline Park

15. More than 230,000 women are diagnosed with ovarian
cancer worldwide each year, and approximately 140,000
of these women will die from the disease.
Unfortunately, most cases are diagnosed in their later
stages when the prognosis is poor. However, if diagnosed
and treated early the five-year survival rate is over 90
percent.
This is why it is important that the early signs and
symptoms of the disease are recognized, not only by
women, but also by their families and medical provider.
Motivated by her mother's battle with cancer, Kelli Sargent created a
marketing and operations plan for an ovarian cancer 5k run/walk for her
Master's Degree thesis. She later partnered with Cedars-Sinai Medical
Center to create run for her®, a 5k Run and Friendship Walk for Ovarian
Cancer Research and Awareness.
The inaugural event in 2005 took place in a Cedars-Sinai parking lot with
700 people and has now become one of the largest ovarian cancer
run/walks in the nation with 5,500 participants in 2013 and Sleepwalkers
in all 50 states and 15 countries.
Nanci lost her battle to ovarian cancer, but her strength, inspiration, and
compassion will continue through run for her®
run for her® - The History. The Purpose. The Reason.

16. Run for Her has raised over $6 million for the Cedars-Sinai Women’s Cancer
Program at the Samuel Oschin Comprehensive Cancer Institute

17. 2005
Cedars-Sinai Parking Lot
2013
Pan Pacific Park, Los Angeles

18. 3 Options Considered
1) Creating a 501 c 3
2) Partnering with an
advocacy organization
3) Partnering with Cedars-
Sinai Medical Center

19. Challenges
• 501 c 3
– Legal Cost
– Liability
– Insurance
– Time
– Structure
• Advocacy Organization
– 20% must be donated to organization
– Messaging Confusion on Beneficiary
• Cedars-Sinai Medical Center
– Loss of ownership
– Approvals
– Experience
• 501 c 3
– 100% Ownership
• Advocacy Organization
– Marketing/Awareness Materials
Provided
– Able to use their 501 c 3
– Can benefit multiple organizations
• Cedars-Sinai Medical Center
– Established Brand
– Donor trust in where the money goes
– Internal Resources
– Insurance/Legal/Liability Covered by
Medical Center
Benefits

20. 3 Events 3 Weekends
 9th annual run for her 5k run & friendship walk
 Inaugural run for her New York Walk
 Annual run for her Kick Off Party

21. 2013 run for her® Highlights
 Where: Pan Pacific Park, West Los
Angeles
 Amount Raised: Nearly $950,000
 Participants: Over 5,500
 Presenting Sponsors: LG, Pacific
Sales, and DFS Galleria
 Finish Line Festival: Over 20
vendors, Health Zone, Kids Zone,
DJ, Awards, & Giveaways
 Media Highlights: KTLA Channel 5
News, Good Day LA, SELF
Magazine, Time Warner Cable,
Examiner, and more!
 Spokes Person: Kara Dioguardi
 One of the world’s largest ovarian
cancer run/walks in both size and
fundraising

22.  Sunday, October 27, 2013
 Hudson River Park
 Over 200 Registrants
 Nearly $100,000 Raised
Click to Watch Video

23. To thank…to honor…to remember

24. In 2013, run for her® reached its goal of registering
participants in all 50 states as well as 15 foreign countries.
Be a part of the run for her®5k Run & Friendship Walk no matter
where you live!

25. Sleepwalkers Around the World™

26. NACCDO Conference
April 24, 2014 - Columbus, Ohio
Mark Puskarich

27. Who Am I?
Musician
Recording Artist
Music Producer
Event Organizer
Volunteer
Philanthropist

28. In The Beginning
Guitar student
Trumpet student in school band
who wanted to be a drummer

29. Aereon (1978 – 1982)

30. • The Story - 1998
• Lorne is diagnosed with
Hodgkin’s Lymphoma in
February 2000.
• Six months of strong chemo followed up by one
month of intense radiation.
• December 2000 he is cancer
free and in full remission

31. • The First CD - 2002
• Partnering with The James
• The First Benefit Concert
• Raised $35,000 mostly through
donations for CDs
• Website - www.achristmastocurecancer.org

33. Lorne VanFossen

34. Flash forward 12 years from 2002 to 2014
• We Incorporate and apply for 501(c)(3) status with
IRS in 2003
• Host annual benefit concerts and many other mini
benefit events
• We produce seven Christmas CDs and three non-
Christmas CDs (Heather Pick “Circle of Support”)
• Establish Sean Carney’s Blues for A Cure in 2007 and
release 7 Blues for a Cure CDs and 20 benefit concerts

35. We’ve raised nearly
$1,000,000
for cancer research,
screenings & education

36. The Importance of Partnerships & Networking
• From the beginning I partnered and participated
in activities supporting The James including:
•Stefanie’s Champions
•The Buckeye Cruise for Cancer
•The Spielman Scramble
•The James Ambassadors Society
•Pelotonia
• Benefits of partnering:
•We’re raising money for the same purpose
•Increased awareness and support of my events
•Sharing best practices and ideas

37. The Future
•Established the Heather Pick Music Program Fund at
The James
• Introduce sponsors and supporters to The James by
hosting dinners to share information in hopes that they
will make an investment in helping The James create a
cancer-free world
• Continue to build relationships and partnerships with
groups fighting cancer

38. “You win with
people”
Woody Hayes

39. Visit our website at
www.achristmastocurecancer.org
Thank You!