Essential Marketing Strategies for Nonprofit Races

Races like competitive 5Ks help raise funds for a charity or nonprofit. Promoting your race to your participants is an important step in fundraising for a race, however, can often drain your budget.


Below is a list of proven steps that will help you sell more registrations and secure more funds for your cause.


Rank higher in search results


Many people usually use Google to search for local events and 5-10% of people will find, and purchase a ticket this way. To secure their ticket purchase or registration, you have to be strategic about your search engine optimization (SEO) to earn them. Even though your charity’s site may be optimized, your race registration site may not be. Here are few steps to take to optimize your race registration site:


  • The Title tag is the text that appears in the browser tab when people Google your event. Make sure this includes your event name, a keyword, and the city.
  • H1, otherwise known as a headline, appears on the page itself. Make sure to use the event name again and possibly another keyword.
  • Location information needs to include the address of the event on your event pages.


Send Many Targeted Emails


Email marketing is far from dead, despite some claims. Two-thirds of consumers have bought something because of an email. Marketers can improve conversation by 355%, increase revenues by 781% by sending more targeted emails a recent study has found.


The use of segmentation to make emails more relevant is necessary when it comes to email marketing. The way to segment your audience is based on geography, interests, demographics, or other facts. For example, send your previous donors an email thanking them for their contribution, while also sending past race participants emails encouraging them to compete again.


Retarget People who were interested before

If someone lands on your page but fails to register, the easiest way to re-engage them is with a targeted ad. This strategy is known as retargeting and aims to advertise to people who have visited your event page but failed to hit “register” or “donate”.


Optimize your race registration process


Make it as easy and simple as possible for people to register for your race. This helps fine-tune your promotion strategy by streamlining your checkout process. Removing any type of barriers preventing people from going through this process helps a higher percentage of interested visitors become participants.