January 13, 2013 | Read Time: 1 minute
Charity that benefited: Dana-Farber Cancer Institute
What happened: To raise money for cancer research and patient care, 5,234 cyclists rode one of 11 routes that ranged from 25 to 190 miles. Each cyclist was required to raise $500 to $4,600, depending on which route they chose, and they collectively recruited 233,500 people to make gifts in honor of their participation. The event also attracted more than 3,000 volunteers who helped with logistics and corporate sponsors that provided nearly $5-million to cover the event’s costs.
Amount raised: $37-million, a 5.7-percent increase over 2011’s event
Success secrets: Organizers recruited new cyclists by getting the word out to groups for young professionals and to local high schools, where teachers were urged to let students earn community-service credits by raising money and riding. Streamlined online communications this year made it easier for riders to communicate with friends, family, and other potential donors, resulting in a 25-percent jump in the number of supporters recruited that way. The charity for the first time also asked the logistics volunteers to raise money, which produced another $30,000.
What they will do better next time: Organizers plan to sell event merchandise to the public as well as to the riders. Also, children who participate in related bike-ride events will be asked to meet new minimum fundraising goals.
To learn more: pmc.org
