Easter Seals will make its first national foray into online event registration and pledge collection this spring to support its Walk with Me fundraiser.
The Chicago-based nonprofit hopes to raise at least $250,000 with the event, said Peggy Berg, director of event marketing. Walk with Me will be staged from May 19 to Oct. 27. The new program -- which replaces the Easter Seals Telethon as the organization's signature event--will be held in 10 markets this year, 25 markets next year, and rolled out nationally in 2004.
Easter Seals will use Kintera Inc.'s Kintera Sphere technology to implement its Internet marketing and online fundraising efforts. Berg says participants will be encouraged to register online, which will help Easter Seals build an e-mail database.
Participants who opt-in to receive e-mails from Easter Seals will be sent about eight e-mails from the time they register until after the event, updating them on developments and giving tips about fundraising opportunities. A viral e-mail campaign -- where participants can use a template to create an e-mail inviting friends to join them in the walk – is planned. The organization also hopes to use e-mail to solicit participants from similar walk programs, and will seed online discussion forums to stimulate interest.
"If online is where our participants are going, where our donors are and where potential new friends of Easter Seals can be reached, then Easter Seals must be there, too," said Berg, noting that more than 50% of registrations for similar events are occurring online.
Two waves of direct mail are planned as well. One wave will target donors in the target markets who have previously supported programs such as Easter Seals adult day care initiatives. The other, a postcard mailing, will go to rented files targeting supporters of similar events. This mailing will urge recipients to go to the event's Web site (www.walkwithme2002.org), which is slated to debut later this month.
From each market, at least 500 walkers are expected to participate. Walk with Me is a one, three or five mile walking event. Participants join teams led by an Easter Seals ambassador or honorary team captain, each with a disability.
