Non-Profit organisation fundraising promotion -
CHILD CANCER FOUNDATION - AMI FUNDRIVE
THE SITUATION
The Child Cancer Foundation is a non-profit organisation supporting children with cancer. The main guiding principle of the foundation is that no child, or family of a child suffering from cancer should ever feel alone.
Early in 1993, the Foundation approached Rob Crabtree to organise an event similar to the Variety Club Bash - a basic non speed fun car trial around the North Island which would raise funds and awareness for the Foundation. The consultancy was also to provide public relations advice and support for the event, which took place in October 1993. The objectives of the FunDrive were: . To raise awareness of childhood cancer and the need to support those involved. . To raise funds for the Foundation's ongoing support programmes (minimising FunDrive costs through maximising sponsorship and use of free air time and editorial).
THE PROGRAMME
The consultancy's first job was to secure a major sponsor to cover administration costs - and this was achieved within two months, with fire and general insurance company, AMI Insurance agreeing to become involved.
A circular route through eight cities, numerous small towns and over 2200 kilometres of roads over eight days was planned. The event was launched to the media at a function in Auckland, with the presence of Lady June Blundell, Patron of the Foundation. Once the route was set, radio stations and provincial media as well as Sunday papers were targeted on a regular basis with releases and background information and a pre-publicity tour with a competitors car visited all media outlets. A newsletter was produced regularly and mailed to potential supporters, entrants and the media. Support was solicited from various groups and organisations, to provide man power and keep costs down.
The NZ Army provided a mobile workshop and mechanics and Lions, Rotaract and Rotary Clubs also provided substantial input. Reporters, TV and radio stations were invited to attend the FunDrive and cover the event. Public relations personnel kept in frequent contact throughout the event. Radio provided bulletins informing listeners of times of arrival and departures, and arranging interviews with drivers at stop over points. Colouring competitions for children were organised through schools and community newspapers, and posters and stickers were also designed and distributed. The FunDrive required a major event to start it. A fun festival was organised in a major shopping thoroughfare, with the Auckland City Mayor to officiate. Personalities from a top rating TV show were present, signing autographs etc.
THE RESULTS
In provincial cities such as Hamilton, Hastings, Masterton, Palmerston North and Wanganui, in towns like Hawera, Taupo, Levin and Taumaranui, local residents turned out in their thousands to view the FunDrive and heard and read the message about children with cancer. Newspaper coverage during the event was conservatively estimated by an independent agent to have a value of $85,000.
There was so much radio coverage it became impossible to monitor. The event was judged a huge success by all involved. The sponsor was delighted with the exposure received. Over $25,000 was raised from donations made along the way by individuals and organisations.
A second AMI FunDrive held in the South Island in November 1994 attracted more entries and raised in excess of $80,000 for the Foundation.