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Is your charity ready for the Captain Tom 100?

In April last year, Captain Tom decided he was going to raise money for our beloved NHS. How? By walking laps of his garden. Capturing the hearts and imaginations of people up and down the country, his JustGiving page closed with a monumental £32.7M raised from 1.5 million donors. Take a moment to let that sink in. Captain Tom raised almost £33 million by walking around his garden.

Fly-bys, an honorary promotion and knighthood followed. Though these gestures are welcomed warmly, I wonder if we will ever be able to fully show our gratitude to Captain Tom, and all that he has given us. Not just a national hero, he has become a national treasure – inspiring millions of people with a simple message of hope, ‘tomorrow will be a good day’.

Posted 23/04/2021

A legacy that will last

Passing away on February the second this year, his legacy will – and does – live on. First through the launch of the new Captain Tom Foundation in May 2020 and now in the first-ever ‘Captain Tom 100’. Set for the day this amazing man would have celebrated his 101st birthday, charities and supporters across the UK are getting ready to do their bit. To honour his memory, find their own challenge, and raise money for a cause that sits close to their hearts.

Is your charity ready to make the most of it?

Make it yours

We love this charity fundraising event because it isn’t about grand gestures or insurmountable challenges. It’s about raising money in your own way, whatever your age and ability. Whether it’s baking 100 cupcakes for your local Age UK or building 100 sandcastles for World Child Cancer, as long as you do it on his birthday weekend, pretty much anything goes.

Is your charity ready for the Captain Tom 100?

With just over a week to go, we’re excited to see charities of every shape and size getting involved with the Captain Tom 100. As sign-ups come in thick and fast, we’ve got some top tips to help make sure your organisation is ready to make the most of this new charity event.

  • Spread the word far and wide: The accessibility of this event makes it the perfect opportunity to connect with your supporters, old and new. No-one has to worry about not being fit enough to run a marathon, or climb a mountain. This event is all about them, so use social media, snail mail, email marketing, your website and other PR channels to spread the word in – and beyond – your traditional donor base. They might not have heard of you, but they will have heard of Captain Tom. You never know. Yours might be the charity they choose to support.
  • Steward your heart out: Relationships, relationships, relationships. Where would fundraisers be without them? It isn’t enough to simply sign people up and leave it at that. Without one particular challenge event or mechanism, people are going to need your guidance and support. Be ready with your fundraising stewardship plan, event ideas, a fundraising toolkit, and countdown communications. Once you know who your supporters are, engage with them on (and off!) social media. Share their posts and updates, write messages of support and join the celebrations. Your job is to create a community that people want to be part of. To make them feel a welcome part of your supporter family.
  • Use the hashtag: Sometimes it’s hard to see the wood for the trees. The event has a hashtag (#CaptainTom100), so don’t be afraid to use it. It’s not often charities come together over a single weekend to raise money for their work. It’s not a competition. It’s a community, and one that every charity involved in the Captain Tom 100 should be part of. Finding it hard to engage your supporters amongst all the digital noise? You could create your own secondary hashtag or private Facebook group to help connect your supporters to one another, and you!

  • Make it easy to give: Once someone has signed up, you need to make it as easy as possible for them to donate and raise funds. Third party websites like JustGiving and VirginMoney are perfect for this. You should also make sure your online donation page is ready to go, and that your team is prepped to take donations by post and over the phone.
  • Catch that data: As event registrations and donations come in, it is important to make sure you stay on top of your data (whilst staying GDPR compliant, of course). Whether they’re a new or existing charity donor, this is a great chance to learn a little more about who they are and why they give. Tracking donations will also allow you to spot – and thank – your top fundraisers, and give others a little extra encouragement and motivation.
  • Share supporter stories: Everyone gives for a reason, and this is your chance to find out more. If you can, ask people why they chose their given activity, and why they support you. Creating case studies and features is a great way to recognise their efforts, and inspire other people to get involved. You could even put out a call for people to share their stories as part of a user-generated content campaign.
  • Celebrate progress: Don’t guilt people into fundraising. Inspire them! Keep track of individual and organisational totals and be sure to share your progress. Not only will this make people feel recognised and supported, creating smaller bite-size asks (can we raise £5,000 more?) builds a sense of urgency – a positive ‘can do’ vibe that’s contagious.
  • Say ‘thank you’: Two words that make a world of difference, don’t forget to thank people for signing up, hitting fundraising milestones, and of course for their final efforts and contribution (no matter how big or small). More than just good manners, saying thank you is an important part of the relationship building process. A chance to connect without the pressure of an ask.
  • Don’t forget to feedback and follow-up: Charitable giving is a journey, and the Captain Tom 100 is just one stop on the road to legacy donations. Make sure this event links into your broader fundraising strategy and donor journey. Take the time to feedback to your charity’s donors (individually, or on mass) about the event, how much it raised, and the work their support is helping to achieve.
  • Learn those lessons: Even if you smashed your fundraising target, there are still lessons to be learned. Put some time aside with your team (and maybe even some event participants) to reflect on what worked and what didn’t. Celebrate your successes and own your challenges. No organisation is perfect, and now is the time to talk about how you can improve ready for your next charity fundraising event.

Good luck and enjoy it!

The time is almost nigh. On behalf of everyone at the Access Group, we wish you the best of luck with your event. We know you are likely to be working on the weekend, but that doesn’t mean you can’t enjoy it. Be part of the conversation, connect with your supporters and other charities online. It might be a fundraising event, but it’s also a birthday celebration – a marker of all that Captain Tom has achieved, and what his legacy has come to stand for.

Feeling the pressure? Remember, tomorrow will be a good day.