Chris McPhee is a lifesaver — literally. Since 2009, he’s helped raise hundreds of thousands of dollars for the Princess Margaret Cancer Foundation, which supports an acclaimed research hospital. In his day job, the 42-year-old is a paramedic for the City of Toronto. He began participating in the Enbridge Ride to Conquer Cancer, which benefits the cancer center, to honor his mother and mother-in-law, who both died from the disease. In 2013, he took charge of a team of fellow first responders who participated in the event.
For our May cover, the Chronicle looked at the success of nonprofits using Facebook, crowdfunding, giving days, peer-to-peer fundraising, and more.
Under his leadership, Paramedics for a Cure has raised about $700,000 through the grueling two-day event in June, in which riders cycle from Toronto to Niagara Falls. (Participants raise at least $2,500 each; McPhee has personally raised $30,000.) His efforts won him the 2018 Cash, Sweat, and Tears award from the Peer-to-Peer Professional Forum, which honors North America’s best volunteer fundraiser.
McPhee offers charities advice on motivating volunteer fundraisers and keeping them for the long haul.
Connect.
“First of all, you need to make people feel welcome,” McPhee says. The foundation sends a welcome packet when riders sign up, but he follows up with emails or calls. He often meets new teammates to explain how to prepare for the ride and help them navigate a feeling of “disconnect” common for such big events.
Calm participants’ fears.
As a paramedic, McPhee says, he is used to reassuring anxious people. More charities, he says, need to give team captains guidelines for helping newbies handle jitters, and make it more likely they will stay on board.
“People who are new to these events, they have two worries: One, they’re scared of training. Will they physically be able to do this event? And second, they’re scared of fundraising,” McPhee says.
Start raising money early to build momentum.
During the training period, Paramedics for a Cure runs team-based fundraising events, which start in the fall ahead of the June event, McPhee says: “If you’re able to provide them with a fundraiser early on and they get $200 or $300 sent to their personal page, they’re like, ‘Oh, this is awesome.’ "
Train together.
During Canada’s long winter, Paramedics for a Cure team members gather every two weeks for indoor spinning classes, topped off by a visit to a local pub. When the snow melts, the team cycles together outdoors.
People may join athletic fundraising events online, but they crave connection in real life. “It’s not the ride or the cause that draws people back every year,” McPhee says. “It’s the fact that it’s almost like a social club.”
Raise money together.
Charities should teach volunteer fundraisers to organize large-scale fundraising efforts for their teams, McPhee says. He points to examples like T-shirt sales and bowling parties. “If they can fundraise as part of a team, it takes the weight off of them doing it on their own,” he says. Participants don’t need to solicit their friends and family members quite so often, making it less likely that donor fatigue will set in.
Be prepared to play translator.
As the big event draws near, McPhee clarifies the stream of messages coming to his team from the charity, passing on to team members just what they need to know. “I find it sometimes can be very overwhelming, especially if you’re new to the event,” he says.
Gather before the event.
At McPhee’s gathering the day before the race, the team celebrates its fundraising achievements and individual standouts. He hands out team shirts and trophies — such as to the “rookie of the year” — and reviews plans for the next day.
Give your star volunteers reasons to return.
After each Enbridge Ride to Conquer Cancer, about 30 percent of Paramedics for a Cure riders sign up right away for next year, McPhee says. He’s negotiated a discounted registration with event organizers if a number of his team members sign up early. Then, by saving a portion of money from team fundraising efforts during the year — say, 50 cents per T-shirt sold — McPhee pays the registration fee for a few early sign-ups.
Also, McPhee says, sharing responsibility for managing a team with its most motivated volunteers “will create rider retention all by itself.”
Recognize that motivations evolve.
When McPhee first joined the ride, he wanted to honor the memory of his departed family members. Later, he says, the social aspect was a draw. Now? “It’s coming back and helping people experience what I experienced — the awe of the event and accomplishing something they didn’t think they’d be able to do.”
