How to Organize a Plunge

Please note that the Polar Bear Plunge does not have to be a fundraiser.  It is possible to organize it simply as a media event to draw attention to the issue, and have it be very successful on those terms.   

At the same time, the Plunge is such an easy and natural fundraiser, and the need for resources to combat climate change is so pressing, that we strongly encourage all groups to consider organizing it as a fundraiser as well.  Even if you have never held a fundraiser before, you can easily raise $5,000 or even $10,000 with a Polar Bear Plunge - as we did here in Maryland the first time we tried it.  And if you are a new group, what better way to start your work to fight global warming than with $10,000 in the bank!  (You can also contribute that money to other local or national groups working on the issue if you wish, including the US Climate Emergency Council, which is hosting this project.) 

If you would like to discuss details or get any additional information, please contact Polar Bear Plunge Project Coordinator Ted Glick at This email address is being protected from spam bots, you need Javascript enabled to view it 301-891-2155 or via the contact form.

 
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I.                   GETTING STARTED 

Make a group decision to organize a Polar Bear Plunge.  January 10 may seem like a long time away in August, but organizing goes into hyperspeed in the fall, so you'll want to hit the ground running and make sure that the date is firmly set aside on everyone's calendar and in everyone's mind, along with the time needed to organize it effectively. 

Pick an appropriate body of water for your Polar Bear Plunge, so that you can start promoting it.  Almost any body of water will do in a pinch.  (You could probably even organize an effective Plunge in a dunk tank if you had to.)  Optimally, though, you should do the Plunge in a body of water that has some economic, environmental and/or cultural significance in your area - as the Chesapeake Bay does for most people in Maryland (remarkable seafood, recreation and tourism industries, rich bio-diversity, equally rich history and culture).  But ultimately virtually any ocean, river, lake or even large pond will do.  You will want to pick a spot for people to enter the water that is easily accessible, large enough to accommodate the numbers you expect (and any pre- and post-plunge support needed - see below), and where the water is deep enough that folks can fully submerge themselves into it if they want. (Some folks will just be able to stick their feet in, and that's OK.  Others will want to run or jump right in and even swim a few lengths if they can!) 

Start inviting high profile jumpers.  As with fundraising, you don't need to have local celebrities participating to make your Polar Bear Plunge a success - but it sure helps, from raising money and recruiting other jumpers to generating media coverage.  If you decide to go this route, you will want to reach out to these folks as soon as possible - both because their time is more limited and they likely plan further ahead than others, and also because their names can help you recruit other jumpers once they have signed on.  Almost any well-known figure in your community can be asked to join: politicians (particularly those who have been champions on the issue or those you are trying to turn into champions); civic leaders; environmental activists; cultural figures such as musicians or leaders of local theaters or operas; business leaders, etc. - your imagination is the limit.  And once they say yes, make sure to ask them if you can use their name in promoting the event! 

Send out a save the date notice to your lists and other local groups.  Once again, January 10 might seem like a long way away, but you can't start too early getting the idea and date into people's minds - all the more so because January 10th is during the holiday season, so you want to get it on people's calendars early.  

II.                BUILDING THE EVENT 

Send out an appeal for participants.  Depending on your existing schedule of events, campaigns and actions, you will probably want to send your initial appeal for plungers to your lists in late September, early October at the latest.  (Once again, you can't start asking your busy supporters too early, and the more participants you have the more money you make/media coverage you generate.)  While the primary initial interest is in signing up as many jumpers as possible, let people know that there will be other opportunities to help as well.  If you have signed up any celebrity jumpers, make sure to mention them in your appeal - or even have the initial letter signed/co-signed by one of them, if possible.  [Click here for sample text from 2007] 

Send an appeal for donations for the Director/group leader's plunge.  This is a way to generate contributions from those on your list who might not otherwise be able or willing to participate in the actual Plunge.  Send this out either in between your two requests for jumpers, or after the second. [Click here for sample text from 2007] 

Send a second appeal for participants.  Let folks on your list know how many have already signed up to do the Plunge; let them know how much fun it will be and how much awareness and/or money they will raise.  Not everyone signs up for events like this right away, and many might have missed the initial email, so a follow up always helps.  If your number of jumpers is still not where you want it, consider making phone calls to your strongest or most likely supporters to encourage them to join.  (Here in Maryland we recruited a majority of jumpers in our second Plunge with personal phone calls.) 

Tell participants how to get sponsored.  Roughly six to eight weeks before the event, follow up with everyone that agreed to participate and make sure they're still on board. (Once again, phone calls work better than emails for anyone you haven't already spoken to directly.)  Let everyone know about contributions director has already raised, or other select individuals who have agreed to participate.  Then send an email, thanking them for signing up and including a template letter they can use to get sponsors online.  Emphasize how easy it is to raise money - the issue of global warming is on many people's minds, and jumpers in previous Plunges have raised hundreds of dollars simply by sending an email to their friends and families. [Click here for sample text from 2007] 

Send out a reminder to participants.  A little closer to the event, send out a reminder to participants about getting sponsors.  Include the letter you sent previously on how to get sponsors.  Also encourage them to bring their family and friends with them, to have folks to cheer them on and make it a true community event. [Click here for sample text from 2007] 

Send media alerts for your Plunge. Roughly two weeks before the event, send out an initial media advisory to all appropriate press lists.  Include rough estimates of the numbers involved, as well as the names of any celebrity jumpers, relevant information about your group and any other work you have done on the issue, and contact persons.  Follow up phone calls to reporters and producers, especially those you might know personally, are very helpful.  Don't forget to reach out to print and broadcast media (radio and TV), as well as more independent and web-based media outlets.  [Click here for sample text from 2007] 

Arrange for tent rental.  People will need a place to change quickly out of their bathing suits, particularly if it's cold.  If there are no buildings at or near your plunge location, setting up two tents, one for men and one for women, is an easy way to accommodate this need.  Also consider getting portable propane heaters to put inside the tents - on a cold day, they make a world of difference.  If you are a small group tents are not necessary - during our first Plunge in Maryland participants changed in their cars - and if you are in a state park or another area with public restrooms, that works as well.  But if it's a big group and there no other facilities available, we recommend tent rentals. 

Send out a final reminder to participants.  Include directions to the Plunge and any other important information, including what they must bring with them.  (For instance, emphasize that they need to bring their own blankets and towels, as well as any change of clothes they might want.)  Encourage them again to bring family and friends, and for those family and friends to bring cameras. 

Send out a final press release, one to two days before the Plunge.  Make any final follow up calls with reporters and producers.  

III.             THE DAY OF THE PLUNGE 

On the day of the Plunge, most of the work has already been done, but there are still plenty of logistical details to handle.  For instance, make sure to have and/or bring: 

Banners and signs - A picture truly is worth a thousand words, and the Plunge provides great pictures, but you should still remember to have a banner or signs there, both to spell out your message ("Save the Polar Bears - Keep Winter Cold!"  "Fight Global Warming Now!" etc.) and to identify your group. 

Tent set up - If you are using tents, make sure you (and the rental company) are there in plenty of time to get the tents set up before people start arriving.  If it's particularly cold or windy, some people will want to wait inside the tents before they jump. 

Tarps - Depending on the beach or area where you are jumping into the water, you might want to bring tarps to put down inside the tent, to make it cleaner and easier for people to change into and out of their bathing outfits. 

Hot coffee, hot cocoa, hot tea and donuts - Nothing warms the body and spirit on a cold day like a cup of hot coffee, hot cocoa or hot tea.  And nothing brings a smile to the face like a donut.  Some local shops might even give you hot beverages or donuts as their contribution to the event.  Don't forget to bring trash bags.

 Cameras - Even if you have media coming, make sure to bring your own digital cameras to record the event - for the media who don't come, for your own newsletter or publications, and most importantly to send in pictures to our National Polar Bear website to join hundreds and even thousands of others from across the country to send the strongest possible message on climate change to the media and political candidates. 

Speakers and Music - Since the excitement and power of the Plunge is in the action itself, you probably don't want to have a lot of speakers or other pre-jump activities (and again, particularly if it's cold).  Nonetheless, make sure to have at least a couple speakers to help psych people up - for future work as well as for the plunge itself! - and local musicians to feed people's spirits.  However, make sure to publicly thank any celebrity jumpers who are joining you, especially if they will not have a chance to speak.  (And that goes double for politicians!) 

Media Liaison - Make sure someone in your group is selected to take a clipboard around to every media person who attends your event, getting their information for follow up and future use and guiding them to appropriate people in your group for comment. 

Medical personnel - Although the Chesapeake Climate Action Network (CCAN) has not had any problems the two times we've done this, and people as a rule will be fairly self-selecting as to their ability to take a quick plunge in cold water (and remember, some people just go into the water up to their knees!), having a qualified medical person on hand, along with extra blankets, should take care of any problem that might arise.  An alternative method CCAN has used is to call local firehouses a week or two before the event, let them know what's happening, and ask if their EMT personnel might be available for the Plunge, if they are not otherwise occupied.  (We have found them eager to offer their services, and although they have not been needed in our two Plunges, they nonetheless showed up and enjoyed themselves immensely.)

Instructions for participants on how to collect their pledges - Have a simple instruction card telling people how to collect their pledges or otherwise get them to your group.

Other materials - If you have other actions or campaigns in progress, have materials to hand out to people.  Just don't overload them, and bear in mind that people probably won't to spend time filling out letters, petitions, etc. especially if it's cold and windy and they are cold and wet.

IV.              POST-EVENT FOLLOW UP 

Post pictures and accounts of your action on the "Save the Polar Bears - Keep Winter Cold!" website!   

Do any needed follow up calls to media. 

Send accounts and pictures of your jump to politicians.  Use this as a way to put increasing pressure on them to act on global warming.

Send personalized thank you notes to high profile jumpers. 

Email follow up to jumpers - A week or two after the event, send an email to the jumpers thanking them again for participating and reminding them to collect their pledges, with instructions attached.