ACS Wants More of the Endurance Pie 
To better appeal to endurance athletes of all stripes, this spring the American Cancer Society rebranded its Charity Runner program as The DetermiNation.
Charity Runner grossed $2.2 million in ACS's 2008 fiscal. By this August 31, the 60-market DetermiNation initiative should yield between $3 and $3.5 million, according to project manager Alison Tibbits.
Although the program is tiny compared to industry leader Team in Training ($125 million), Tibbits expects revenue to roughly double each year once the economy recovers.
DetermiNation fundraising minimums vary based on market and event costs and are set using a 10% expense ratio. ACS covers entry fees, training and other amenities, but participants who travel from out of town must pay their own way.
ACS also recently announced that it had selected TrainingPeaks as DetermiNation's official training software. This will better serve the 40% of participants who do not live in a market where ACS has contracted with a local training partner, Tibbits explained. |
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