Charity Toolkit 2018
CONTENTS Our Fundraising Model 3 2018 Kiltwalk events 4 Our Charities 5 Benefits for You 7 How to Get Involved 8 Who are Kiltwalkers? 11 Important notes 13 2
FUNDRAISING WITH THE KILTWALK The Kiltwalk 140% model is designed to give charities the best opportunity to raise funds every penny a walker raises for your charity is topped up by a bonus 40%. There is no cost attached to your charity, no organisation required. All you need to do is encourage your walkers to sign up. It s that simple. FUNDING THE KILTWALK EVENTS The Kiltwalk events are funded by registration fees, gift aid, corporate sponsorship and are underwritten by Sir Tom Hunter and The Hunter Foundation. YOUR SUPPORTERS FUNDRAISING We transfer all your walkers fundraising plus a bonus 40% - to you and cover the online fundraising administration fees for all fundraisers using Every Day Hero, our online fundraising partner. HOW IT WORKS All funds raised by supporters must come through Kiltwalk before being sent on to you. This is the only way we can gather an accurate figure of how much has been raised and allows us to claim any eligible gift aid. This is vital to ensuring the sustainability of the Kiltwalk. Funds, plus 40%, will be paid within 3 months of the event. Reg fees Gift Aid Funds raised 140% of all funds raised is paid out to your charity 3
2018 KILTWALK EVENTS Glasgow - Sunday 29th April Aberdeen - Sunday 3rd June Dundee - Sunday 19th August Edinburgh - Sunday 16th September A Kiltwalk for Everyone Approx. 6 miles Perfect for all the family or those unable to complete a bigger challenge. Takes on average 2 3 hours to complete. Approx. 26 miles The Biggest Kiltwalk challenge! For people looking for the ultimate Kiltwalk experience. Training essential! Takes on average 6-10 hours to complete. Approx. 13 miles an intermediate challenge suitable for most fitness levels, ideal for a fun day out with a group of colleagues or friends. Takes on average 4-6 hours to complete. 4
WHAT OUR CHARITIES SAY... The Kiltwalk is an integral part of our Community Fundraising Strategy and has become a powerhouse for generating unrestricted funds in a short period of time, thanks to the additional 140% fund-matching promise from The Hunter Foundation. In 2016, we had 201 walkers and raised 20,000. In 2017, we had 830 walkers and raised over 95,000. Everyone, from our members and supporters, to our corporate partners and staff, love to take part in the Kiltwalk and we believe it s one of the best ways for charities in Scotland to fundraise. Jonathan Jack, Community & Supporter Development Officer - ENABLE Scotland 5
WHAT OUR CHARITIES SAY... Spina Bifida Hydrocephalus Scotland are moving into our 3rd year as a Kiltwalk charity partner and we can t wait. As a smaller charity this fundraising platform is incredible. It is a superb event run by the professional and helpful Kiltwalk team and our fundraisers love the experience. There is no expenditure for the charity and unlike many similar events, more than 100% of SBH Scotland walkers sponsorship comes directly back to us so it s an easy decision to be part of Kiltwalk 2018. Lynsey Hamilton - Central Scotland Regional Fundraiser, SBH Scotland 6
BENEFITS FOR YOU No event costs Getting your charity involved in the Kiltwalk is completely free! Every penny that your supporters raise goes to your charitable projects. Every penny of fundraising and more All money that comes through the Kiltwalk, subject to board approval and deadlines, receives a massive 40% boost. Unrestricted funds All fundraising made by your Kiltwalkers will be for you to use across any charity related project. Inclusive fundraising event Kiltwalks allow all the family to get involved. Many charities use the Kiltwalk events as an opportunity to involve those who their charity support. 7
HOW TO GET INVOLVED FREE TO ALL CHARITIES Register your charity Complete the charity or local cause registration form so that you are visible in the Kiltwalk registration process and your supporters can easily select you as their chosen charity. Once we complete our checks, we will send you login details to our Charity Dashboard which allows you to monitor your Kiltwalk sign ups and fundraising. Subscribe to our charity database Want to keep up to date on all Kiltwalk Charity updates and events? You can sign up to our charity network on the Kiltwalk website. Start signing up your supporters Start spreading the word! Encourage your supporters to take part in the Kiltwalk and raise money for your charity. Remember we want to help tell your story so share your case studies with us and we will include in our content calendar. OPTIONAL EXTRAS Discount codes Code: GMSCJPAETUU Your charity can buy discount pincodes and give them out to your charity supporters. Whether it s 5% or 100% off registration fees, many Scottish charities have found that pincodes are an excellent way of encouraging walkers to sign up and fundraise for their charity. 8
PIT STOPS Become Part of the Kiltwalk Event Day Experience Host Your Own Charity Pit Stop Get the ultimate level of event day exposure and become part of the Kiltwalk experience! Hosting your own Charity Pit Stop is one of the best ways to maximise your engagement with our walker community plus, we include you in our pre-event marketing as an added benefit. Nearly half of all walkers don t have a specific cause to raise for this is a great opportunity to convert them into a lifetime fundraiser for your charity. INCLUDED IN YOUR PIT STOP PACKAGE: Dedicated charity page on the Kiltwalk website for your charity. The Kiltwalk website gets on average 20,000 unique users per month). Your page can link through to your charity website. Pit Stop announcement news story on our website and pushed on the KW social media channels (community of 20, 000 on Facebook and 5,500 on Twitter). Included in Pit Stop update email to 40,000 Kiltwalk subscribers. Included in all Kiltwalk press releases sent to the Scottish media for that location. On the event day, ownership of a Pit Stop space with the options of full branding and entertainment (supplied by your charity). Included in Kiltwalk professional photography uploaded to social channels post event. 9
PIT STOPS Calum s Cabin have had a pit stop at the Glasgow Kiltwalk for the last 3 Years. Having a Pit Stop is a fabulous experience, it allows you as a charity to engage with all walkers who are passing your Pit Stop. It s a fantastic way to thank your own walkers and overall raise awareness of your charity. The Kiltwalk team are very supportive and make having a Pit Stop stream less. We would recommend the experience to anyone who is thinking about it. Caroline Spiers, Cofounder - Calum s Cabin 10
WHO ARE KILTWALKERS? Here s a quick insight into the people who take part in The Kiltwalk and some information that will help generate content for your marketing Average age 39 Last year, 63% chose to walk for a specific charity or cause 68% Female MOTIVES FOR TAKING PART To be part of a positive experience / do something good (49% gave this as their reason for taking part). Raise funds for a charity close to their hearts To get fit / lose weight Enjoy walking as an activity Experience the great outdoors of Scotland Love mass participation events 11
SOCIAL MEDIA - SAY HI!. IMPORTANT If you @ in the Kiltwalk or use the official hashtags, our social team will pick it up and share or retweet. The website: ww.thekiltwalk.co.uk Facebook.com/thekiltwalk Twitter.com/thekiltwalk Instagram.com/thekiltwalk Your Case Studies - Get in touch and share what makes your charity special. We will feature your story on our website and our social media channels 12
IMPORTANT NOTES Before starting any marketing activity, please read through the following information. SHARING CASE STUDIES The Kiltwalk Team are here to support your marketing activity in any way they can. We are always on the look out for stories or case studies about your charity, supporters and the people you help. If you have a story or case study that you can share with us, then we would love to hear about it. Please ensure that you get full permission from all those involved before sharing their story with us. USE OF THE KILTWALK BRANDING/ MARKETING MESSAGES In line with the Kiltwalk terms and conditions, remember to send over any marketing materials, press releases or make the Kiltwalk team aware of any marketing activity that uses its brand or brand name prior to its release. The Kiltwalk aim to respond to your requests within 5 working days. Please adhere to the Kiltwalk brand guidelines at all times when using the Kiltwalk brand for your fundraising activities. CONTACTS For any questions relating to the marketing support materials contained within this tool kit and to submit any collateral that you intend to use for marketing purposes, please contact our Marketing and Sponsorship Manager, Gillian Alexander, on gillian@thekiltwalk.co.uk / 0141 611 7919. 13