CHARITY EVENT PLAN

CHARITY CYCLE EVENT

To run a successful cycle event which benefits your charity involves attracting participants who either
believe in what you as a charity do and wish to support you via embarking on a cycle adventure or
connecting with those who wish to embark on an adventure. Regardless of the riders initial motivation
25000spins desire is to empower the rider and connect them with you the charity by the end of the
event so that they are a long term supporter.

At 25000spins we believe that one person can make a difference and make our World a more awesome place.

In a gentle way, you can shake the world. ― Mahatma Gandhi

I am only one, but I am one. I cannot do everything, but I can do something. And I will not let what I cannot do
interfere with what I can do. ― Edward Everett Hale

Booming Cycling World

The cycling world over the past 10 years has undergone a renaissance. The increasing
use of bicycles for commuting, recreation and fitness is a result of rising fuel prices, worsening traffic
congestion, crowded, unreliable public transport, greater health awareness and growing concern over global
warming. In the English speaking world in recent years, British, Australian and American winners
of the Tour de France have helped catapult cycling into what some are calling a ‘Golden Age’ .
The number of Americans who ride bicycles is greater than all those who ski, golf, and play
tennis combined. Bicycling is the most popular outdoor activity for American youth and the second
most popular outdoor activity in America by frequency of participation. In the last 10 years, 11 million
bikes have been sold in Australia – that is 2 million more than the number of cars sold in the
same period. In most cities all you need to do is take an early-morning drive to see the cyclists
hitting the relatively vehicle-free road by the hundreds. The year-on-year growth of this industry
is certainly in double-digit figures. With some bikes fetching the same eye-watering prices as new
cars cycling is big business these days.

Action Plan

Update your website for how to be involved with a link and details about the cycle event.
Decide on the specific project and the amount of money you would like to raise on
the cycle trip. For example you might specify that you want
to raise $40,000 for a project in Indonesia that relates to water sanitation.
Build a communication plan around this specific project. On average riders raise $2,000
per rider so to raise $40,000 you will need to recruit at least 20 riders. With a drop
out of 10-20% on the safe side you should recruit 26 riders.

Building the communication plan which engages your supporter base is then a lot easier with
the specific project and target rider numbers in mind. This would involve but isn’t limited to an
email marketing campaign, social media and posters. I personally find the most effective way of
engaging your target audience is to select a few key people who are going to take part in the
event and represent your charity. Engage one or more of your employees to
fundraise and cycle in the event to support and champion your charity.

Case Study ADRA NZ To give you an idea of how ADRA NZ promoted the Queenstown classic
event in 2015 they did the following:

Selected a specific project and a fundraising target. The target was $80,000 to be raised.
To raise $80,000 you will need at least 40 riders to participate with an initial target riders at 48
After drop out you will have enough riders to reach your target (Average of $2,000 per rider).
Built a partnership between the charity (ADRA NZ) and Avanti bikes and negotiated a bulk buying
discount with them. This benefited the riders signing up to the event with a discounted Avanti bike.
They then built a communication plan around the project and the discounted bikes. See
below the poster example that was used. This communication plan was so effective that
ADRA NZ and ADRA Australia raised over $100,000 on the Queenstown Classic event with 50 riders.

To view the example promotional poster click on the below image.

SEE BELOW AN EXAMPLE EMAIL CAMPAIGN USED ON THE QUEENSTOWN CLASSIC EVENT BY ADRA

EMAIL FEB 27

See the below email from the ADRA ceo fyi. Fellow penguins, how are we all feeling with just over a week to go now?

As you sneak in your last few training rides don’t forget to give your legs enough time to rest up before we start on Sunday. Thank you for the huge efforts you’ve put into your fundraising this last week. We are now approaching $60,000, which is a great effort considering last week we were only at $38,000. With a week to go let’s see how close we can get to our target of $100,000.

As promised the top fundraiser will receive a free ALL EXPENSES PAID trip with myself or a member of my staff to an ADRA project in Asia.

So far the top 10 fundraisers are:

Paul Gredig $3,645
Darryl Violich $2,932
Shane Palipane $2,847
Jean-Marc Risuleo $2,835
Bob Larson $2,650
Andrew West $2,569
Nigel Hutchins $2,500
Karl Waretini $2,270
Kylie Hay $1,750
Keith Phare $1,620

Please note this does not include offline donations. If you have been given cash donations and you would like this counted towards your final tally you will need to pass it over to ADRA NZ no later than next Thursday 5pm. With only a week to go I encourage you all to jump on the emails and facebook and send out your last few solicitation messages. If you can get an email out before the end of this week and then one next week you will be surprised what the power of urgency and a deadline cans do, especially if you are approaching your goal.

Below are a couples of best practice emails I saw floating around this week. Remember succinct messages, with a catchy subject line, personalised with a bit of urgency and humour are most effective when peer to peer fundraising online.

Email 1 – Damien Rice

Hi Matthew

I know we’re both super busy so let me get straight to the point. 22% of New Zealand children, or around 230,000 kids live in child poverty.
Overseas, the problem is worse. In one week I’m doing a charity bike ride to raise funds forADRA (Adventist Development & Relief Agency) who partner
with NZ Govt and other community agencies to make a difference. I’ll be riding 290km on a really hard seat and sleeping in a back packer’s hostel!
But I can only go if I raise at least $1250 (I hope to raise more). Matthew, can you please help me help kids in poverty by donating as little as $10?

Visit http://queenstownclassic.gofundraise.co.nz/page/damienrice to make a difference.

Children in need everywhere say thank you.

Kind Regards
Damien

P.S. John Key says he’ll give a third of your donation back to you at tax time.

P.P.S If you don’t want to do it for the kids, perhaps the thought of me suffering for a good cause is worth a donation! Take care, Damien

Email 2 – myself

Thank you so much for all those who have supported me, I am now up to $4480 in online and offline donations. With only one week to go I am
only $520 away from reaching my goal.

For those of you who need reminding of what that means:

Help me raise $1500 and I will give up my car for a week and ride my bike to work (1/2 check, as I needed my car some days this week to
get around to meetings, so I owe you all two days next week)
Help me raise $3000 and I’ll shave my legs (check)
Help me raise $4000 and I’ll board the plane to Queenstown wearing nothing but my cycling gear (check)
Help me raise $5000 and I’ll shave my head (Need just $520!)

In summary I’m a half-shaven penguin ready for lift off, help me to complete all my pledge challenges by clicking on the following link and joining
me on my journey to humiliation AND CHANGE http://queenstownclassic.gofundraise.co.nz/page/MattSiliga

Btw- pictures will be on there way shortly.

P.S – don’t forget any donation you give now will receive a 1/3 rebate come 1 April. Maximise your giving to maximise your return, but not just for
you but for the 1000’s of families ADRA NZ support at home and overseas.

I hope these emails have been helpful.

Happy and safe riding.

EMAIL FEB 22

Fellow penguins,

Just a quick message to say thank you for the huge efforts you’ve put into your training and fundraising. So far we’ve raised $38,000 and with three weeks to go I’m confident we’ll be able to reach our target of $100,000.

For those of you who haven’t reached their fundraising goal yet can I encourage you to send out one email a week before the ride. You will be amazed how much support you can rally with regular communication. People like to get behind a campaign, even if that campaign is you. Be sure to have fun with your email and facebook communication. Don’t be afraid to use humour and humiliation, if you can get a laugh out of someone, dollars will soon follow. Two weeks ago I sent out my first email and now I’m up to $2,380. Today I sent out my second email and I plan on sending out another three before I leave for Queenstown.

Don’t forget the highest fundraiser will receive a free ALL EXPENSES PAID trip with myself or a member of my staff to an ADRA project in Asia. So far the top five fundraisers are:

Paul Gredig $3,215
Shane Palipane $2,697
Nigel Hutchins $2,500
Jean-Marc Risuleo $2,180
Bob Larson $1,970

Below are the two emails I’ve sent out as examples of how you can frame your communication.

Email 1

Dear friends,

I’ve once again signed up to ride in the Queenstown Classic on March 8-10. Like last year it will be 290km of pain and more pain. But it will be worth it, because every pedal I push will help assist vulnerable families at home and overseas. This year we have a record breaking 55 riders and our goal is to raise $100,000. To do my bit I’ve set a target of $4000 and I need your help to raise it.

Now for the penguin on a plane part. If you help me reach my target of $4000 I will board my plane to Queenstown wearing nothing but my cycling outfit. I’m talking about tights, cycling jersey, gloves, helmet, sunglasses, etc. Now if you think wearing cycling gear is embarrassing enough, how much more embarrassing will it be to wear it on a plane with no other fellow penguins to blend in with. If you are not so sure how much of a big deal this is, ask yourself this – would you do it? If your answer is NO, then please give generously. If it’s YES, then we have 5 places left, why don’t you sign up and I’ll reserve a place on my flight for you. To register: http://queenstownclassic.gofundraise.co.nz/

To make things even more interesting, I also pledge the following:

Help me raise $1500 and I will give up my car for a week and ride my bike to work
Help me raise $3000 and I’ll shave my legs
Help me raise $5000 and I’ll shave my head

To support my ride and to be a change champion donate today by clicking on the below link:

http://queenstownclassic.gofundraise.co.nz/page/MattSiliga

Thank you for your support and I will be sure to keep you posted.

Email 2

Dear friends,

It’s been a cracking last two weeks and while I’ve been able to clock up a couple hundred kilometres on the bike, I’m been more impressed with the support I’ve received from YOU! So far you’ve helped me to $2380 in online and offline donations.

Thank you to those of you who have supported me, it’s been great encouragement to get on my bike. Staying true to the pledge I made a couple of weeks ago, next week I will leave my car at home and ride to work every day – a big effort considering the amount of hills that lie between my home and work. If you are planning on supporting me, I have three weeks til the ride and three more pledges to honour. If you think dressing up like a penguin and boarding a plane couldn’t be more embarrassing, then how about a penguin with a shaved head.

Join me in my journey to humiliation AND CHANGE by clicking on the following link: http://queenstownclassic.gofundraise.co.nz/page/MattSiliga

To remind you of the pledges, please see below:

Help me raise $1500 and I will give up my car for a week and ride my bike to work
Help me raise $3000 and I’ll shave my legs
Help me raise $4000 and I’ll board the plane to Queenstown wearing nothing but my cycling gear
Help me raise $5000 and I’ll shave my head

Thanks again for your support and I’ll be in touch soon.

P.S Thank you Murray Jennings for taking up the challenge and joining me on the ride. There is still space for a couple more people. If you are interested, sign up here: http://queenstownclassic.gofundraise.co.nz/

Let’s get those emails out and if you need assistance with fundraising please let me know. I’m happy to give you ideas and help out where I can. Happy and safe riding.

EMAIL FEB 20

Fellow penguins,

Just a quick message to say thank you for the huge efforts you’ve put into your training and fundraising. So far we’ve raised $38,000 and with three weeks to go I’m confident we’ll be able to reach our target of $100,000.

For those of you who haven’t reached their fundraising goal yet can I encourage you to send out one email a week before the ride. You will be amazed how much support you can rally with regular communication. People like to get behind a campaign, even if that campaign is you. Be sure to have fun with your email and facebook communication. Don’t be afraid to use humour and humiliation, if you can get a laugh out of someone, dollars will soon follow.

Two weeks ago I sent out my first email and now I’m up to $2,380. Today I sent out my second email and I plan on sending out another three before I leave for Queenstown.

Don’t forget the highest fundraiser will receive a free ALL EXPENSES PAID trip with myself or a member of my staff to an ADRA project in Asia.

So far the top five fundraisers are:

Paul Gredig $3,215
Shane Palipane $2,697
Nigel Hutchins $2,500
Jean-Marc Risuleo $2,180
Bob Larson $1,970

Below are the two emails I’ve sent out as examples of how you can frame your communication.

Email 1

Dear friends,

I’ve once again signed up to ride in the Queenstown Classic on March 8-10. Like last year it will be 290km of pain and more pain. But it will be worth it, because every pedal I push will help assist vulnerable families at home and overseas. This year we have a record breaking 55 riders and our goal is to raise $100,000. To do my bit I’ve set a target of $4000 and I need your help to raise it.

Now for the penguin on a plane part. If you help me reach my target of $4000 I will board my plane to Queenstown wearing nothing but my cycling outfit. I’m talking about tights, cycling jersey, gloves, helmet, sunglasses, etc. Now if you think wearing cycling gear is embarrassing enough, how much more embarrassing will it be to wear it on a plane with no other fellow penguins to blend in with. If you are not so sure how much of a big deal this is, ask yourself this – would you do it? If your answer is NO, then please give generously. If it’s YES, then we have 5 places left, why don’t you sign up and I’ll reserve a place on my flight for you. To register: http://queenstownclassic.gofundraise.co.nz/

To make things even more interesting, I also pledge the following:

Help me raise $1500 and I will give up my car for a week and ride my bike to work
Help me raise $3000 and I’ll shave my legs
Help me raise $5000 and I’ll shave my head

To support my ride and to be a change champion donate today by clicking on the below link:

http://queenstownclassic.gofundraise.co.nz/page/MattSiliga

Thank you for your support and I will be sure to keep you posted.

Email 2

Dear friends,

It’s been a cracking last two weeks and while I’ve been able to clock up a couple hundred kilometres on the bike, I’m been more impressed with the support I’ve received from YOU! So far you’ve helped me to $2380 in online and offline donations.

Thank you to those of you who have supported me, it’s been great encouragement to get on my bike. Staying true to the pledge I made a couple of weeks ago, next week I will leave my car at home and ride to work every day – a big effort considering the amount of hills that lie between my home and work. If you are planning on supporting me, I have three weeks til the ride and three more pledges to honour. If you think dressing up like a penguin and boarding a plane couldn’t be more embarrassing, then how about a penguin with a shaved head.

Join me in my journey to humiliation AND CHANGE by clicking on the following link: http://queenstownclassic.gofundraise.co.nz/page/MattSiliga

To remind you of the pledges, please see below:

Help me raise $1500 and I will give up my car for a week and ride my bike to work
Help me raise $3000 and I’ll shave my legs
Help me raise $4000 and I’ll board the plane to Queenstown wearing nothing but my cycling gear
Help me raise $5000 and I’ll shave my head

Thanks again for your support and I’ll be in touch soon.

P.S Thank you Murray Jennings for taking up the challenge and joining me on the ride. There is still space for a couple more people. If you are interested, sign up here: http://queenstownclassic.gofundraise.co.nz/

Let’s get those emails out and if you need assistance with fundraising please let me know. I’m happy to give you ideas and help out where I can. Happy and safe riding.

Matt Siliga

EMAIL FEB 2

Dear friends,

I’ve once again signed up to ride in the Queenstown Classic on March 8-10. Like last year it will be 290km of pain and more pain. But it will be worth it, because every pedal I push will help assist vulnerable families at home and overseas. This year we have a record breaking 55 riders and our goal is to raise $100,000. To do my bit I’ve set a target of $4000 and I need your help to raise it.

Now for the penguin on a plane part. If you help me reach my target of $4000 I will board my plane to Queenstown wearing nothing but my cycling outfit. I’m talking about tights, cycling jersey, gloves, helmet, sunglasses, etc. Now if you think wearing cycling gear is embarrassing enough, how much more embarrassing will it be to wear it on a plane with no other fellow penguins to blend in with. If you are not so sure how much of a big deal this is, ask yourself this – would you do it? If your answer is NO, then please give generously. If it’s YES, then we have 5 places left, why don’t you sign up and I’ll reserve a place on my flight for you. To register: http://queenstownclassic.gofundraise.co.nz/

To make things even more interesting, I also pledge the following:

Help me raise $1500 and I will give up my car for a week and ride my bike to work
Help me raise $3000 and I’ll shave my legs
Help me raise $5000 and I’ll shave my head

To support my ride and to be a change champion donate today by clicking on the below link:

http://queenstownclassic.gofundraise.co.nz/page/MattSiliga

Thank you for your support and I will be sure to keep you posted.