Vasant Ramachandran discusses essential marketing strategies for nonprofit races in this in-depth presentation. For more information, please visit vasantramachandran.org!

1. VASANTRAMACHANDRAN.ORG
ESSENTIAL
MARKETING
STRATEGIES FOR
NONPROFIT RACES

2. 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.
INTRO
Here is a list of proven steps
that will help you sell more
registrations and secure
more funds for your cause.

3. RANK HIGHER IN SEARCH
RESULTS
THE TITLE TAG
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.
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:
H1
Otherwise known as a headline, appears on
the page itself. Make sure to use the event
name again and possibly another keyword.
Needs to include the address of the event on
your event pages.
LOCATION INFORMATION

4. 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.

5. 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”.
RETARGET PEOPLE WHO WERE
INTERESTED BEFORE

6. 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.
OPTIMIZE YOUR RACE
REGISTRATION PROCESS

7. THANKS FOR LISTENING.
FOR MORE INFORMATION, PLEASE VISIT VASANTRAMACHANDRAN.ORG
THANK YOU!