Jerry's Kids Get Serious About Thons
Greetings!
Thanks to the iconic Jerry Lewis Labor Day telethon, the Muscular Dystrophy Association is well-known as a grassroots fundraiser. But that doesn't mean every program it touches instantly turns to gold.
About ten years ago, MDA started a series of walks under the Stride n Ride banner -- although some affiliates operated under other names. The program grew to a respectable 120 events nationwide, but never hit the fundraising big time. Last year it raised about $3 million.
MDA is determined to change that. This August, the family walk series will be relaunched as the MDA Muscle Walk with a expanded list of 180 events, according to VP Business Development Scarlett Marchman.
To start generating excitement within its community, this spring MDA released an attention-grabbing video online of a flashmob dance extravaganza it staged at Universal Studios involving dozens of cheerleaders and two young people who have muscular dystrophy. Check it out.
Marchman says that the Run Walk Ride Thirty study focused MDA's leadership on thon fundraising's potential. "The walk was never our primary fundraiser and we never treated it that way," Marchman explained. "But when we saw what others have accomplished with their walks we decided to make changes."
President
Run Walk Ride Fundraising Council
PS -- What a difference a year makes. Although the recession continues to present challenges, we're hearing reports of improved fundraising performance from many event organizers. Look for our early event report in July. |