The end of the year is fast approaching, which means the annual frenzy of New Year Challenge event sign ups is nearly upon us.
Traditionally, charities will see around 40% – 50% of the total fundraiser sign-ups for an Ultra Challenge Series year come in during January and February. Charities who get their comms right, position the Ultras on their website effectively, and make good use of our promotions will see the best results.
We’re expecting the 2025 Ultra Challenge Series will beat the 2024 total and raise more than £11 million – so the question is… how much will your charity raise?
Starting from Boxing Day, we will roll over the current deal of an additional 25% off Full Sponsorship reg fees into our New Year Deal, plus offer some new merch and a free place on a virtual challenge.
This means that your supporters will get:
- 25% off reg fees on Full Sponsorship for Charity
This is on top of any existing Partner discounts, so Series & Challenge Partners will get 75% off, Associate Partners 50% off and Listed Charities 25% off - FREE BEANIE HAT
An Ultra Challenge Beanie hat, posted out after the deal ends in Feb, worth £20! - FREE VIRTUAL CHALLENGE
- Free entry into our January Virtual Challenge – perfect to stay active during the Winter months (and boost fundraising!) – worth £10!
WHAT YOU NEED TO DO
This deal will run until the 31st January, so waiting until the start of January to promote it means you will be behind schedule. Our advice is to ensure you plan comms now for early in the New Year to capitalise on the “New Year New Me” vibe – it’s well known that the first weeks of January are among the most popular for people committing to an active challenge event.
HOWEVER!!! Experience shows that planning ahead, and getting out early, means your supporters will be aware of the deal and the challenge options, making it a much easier “sell” to them when you push out your New Year comms in January.
Charities who got out in December with an invite for our 2024 New Year deal saw, on average, 27% more registrations during January and February 2024.
The week between Christmas & New Year is actually quite quiet, and we see a good number of sign-ups during this window. If possible, you should plan a mailshot or social posts to capitalise on extra “downtime” potential fundraisers will have.
See below for a checklist of recommend actions:
- Update your event web pages to reference the New Year deal and the expiry date (don’t worry about putting the discount codes on your website – we will add these to the event pages and registration forms)
- Draft and schedule mailshots to your audience, promoting the Ultra Challenges as a great way to kick-start their New Year plans, tick off resolutions, and (most importantly!) support your work
- Draft and schedule social media posts themed around the New Year. This can reference the benefits of taking on an active Ultra Challenge, and mention the New Year discount and expiry date
As always with promotions and marketing, don’t rely on a “one and done” style approach. Very few people will commit to fundraise and take on an Ultra Challenge after just one ask – even if they instantly like what they see. They will want to check their diary, book time off work, plan travel and perhaps even persuade a friend or family member to join them.
However you plan it, please remember our Charity Area is full of resources including images, guidelines and more to help with your promotions.
