Advertising for charities

A premium event listing is at the heart of presenting your event in the best light. It is a branded event listing which provides participants with everything they need to know about the event before signing up. Each event includes unlimited races and each race has it's own unique listing (or url) which means that one event will have multiple pages on our website - significantly increasing the event's coverage. For example, an event with a fun run, half marathon and marathon will have 4 unique pages:

• Event listing - featured on the Events and Runs pages with key event details and links to each of the 3 races
• Charity run listing - featured on the Charity runs page with key event details plus charity run details
• Half marathon listing - featured on the Half marathons page with key event details plus half marathon details
• Marathon listing - featured on the Marathons page with key event details plus marathon details

This means people visiting the website are provided with event details relevant to their search terms.

Although event and race listings are extremely comprehensive, they are very easy to navigate. Each listing provides the full event details plus relevant race details and multiple links to the event's online entry system. Details include:

• Hero photo - full screen high-res photo to capture the essence of the event/race
• Race list (event listing) - a mobile-friendly carousel with details of and links to all races at the event
• Race location (race listing) - to show people exactly where the race starts and the route (if GPX uploaded)
• Overview - the 'big picture' event overview including highlights
• Event photos - a mobile-friendly gallery of high-res photos of the event
• Event video - a YouTube or Vimeo-hosted video of the event
• Event details - the nitty-gritty details of the event
• Location - the full Race HQ address with details of parking and links to Google maps and What3Words
• Route - full route details & description
• What's included - details of everything included before/on/after race day
• Entries - full pricing (inc. early bird pricing) plus details of how to enter
• Reviews - feedback from previous participants
• Other races at event - summary cards for other races at the event with links to race pages

The website includes listings of 1000's of events, including mass participation events with charity places such as Great North Run, London Marathon, RideLondon and many others. We call these major events.

A charity place listing is a branded listing of a charity's places in one of these major events. The listing enables people interested in joining a charity team to see what each charity has to offer, fees and fundraising amounts and then apply for a place.

• Charity place details - including charity's cause, support with training and fundraising, event-day support & social aspects
• Fees - listings show the sign up fee ('FREE' if there is no sign up fee) and fundraising amount
• Branding - listings are branded with the charity's logo & strapline
• Flexible coverage - charity place listings can be added to the website within minutes and taken off with two clicks

This is what a charity place listing looks like on the website:

Option 1 | bookings

Potential fundraisers looking to secure a charity place and join the charity team click 'Book now' to be taken through a simple booking process during which we collect the following:

• Participant details - including personal details, date of birth, gender, address, medical conditions & emergency contact
• Fundraising commitment - including a personal fundraising statement & charity fundraising terms and conditions
• Payment - registration fee paid via Stripe and immediately added to the charity credit

We have implemented a number of measures to ensure we provide high quality data for all bookings:

• Email validation - all email addresses are verified to improve deliverability and remove bounces
• As-you-type address completion - to make it easier for the participant and provide reliable address data
• Age check - all participants are checked to ensure they meet the age requirements based on their entered date of birth

Each participant is required to tell us why they would like to fundraise and then must agree to fundraise the minimum sponsorship amount and agree to any specific charity terms and conditions.

Tickets

Tickets provide the option to create different price points for the same event to appeal to fundraisers in varying financial circumstances. For example, some fundraisers may prefer to pay more up-front in return for a reduced fundraising commitment. We recommend no more than 3 tickets per event. This step is skipped if there is only one ticket.

Option 2 | leads

We can also generate high quality leads for the charity to convert into bookings. Someone interested in applying for a place clicks 'Get a place' to be taken to a simple enquiry form which captures the following details:

• Name - first name & surname are required
• Contact details - email & phone number
• Group details - to understand the size of the group
• Notes - for any questions or comments

We have implemented a number of measures to ensure we provide high quality data for all leads:

• reCAPTCHA - all leads are required to confirm 'I'm not a robot'
• Duplicate leads - it is not possible to submit more than one lead to the same charity for the same event
• Leads limit - it is not possible to submit more than 3 leads to different charities for the same event

All leads confirm they are happy for TimeOutdoors to pass their details to the charity and this is logged in our system as a Data Protection consent. Under our terms of business, charities are able to respond to the lead about that event but are not allowed to approach the lead about other events or add the lead details to any general marketing lists without obtaining further consent.

Signing up

Once the lead has completed the form, they are provided with everything they need to sign up there and then or contact the charity with any questions - the 'Sign me up' button links directly to the charity website or 3rd party platform such as Enthuse to take the entry. This information is also emailed to them and saved in MyTOD, their personal login area.

We also feature charities for each major event and these charities benefit from premium coverage on the event listing:

• Large photo - grab visitor's attention with a branded photo
• Event-specific text - explain what's on offer for this event to the fundraiser
• Top position - appear above other charities in listings marked as 'Featured'

Featured charities also get more coverage on the website which typically results in generating more leads:

• Charity entries - featured charities are displayed above all other charities on the page where people are actively looking for a charity entry in the event
• General entries - featured charities also get exclusive coverage on the main event listing for people looking for a general entry in the event