Elevating a Signature Event

Situation

The Multiple Myeloma Research Foundation (MMRF) is the premier research and advocacy organization for multiple myeloma in the world. Millions of dollars are raised each year and more than 90% goes toward researching a cure. As part of its overall development strategy, the MMRF holds and participates in signature events to raise funds throughout the year. One such event is the New York Empire State Building Run-Up. Continuum’s task was to build awareness of and generate publicity for the signature event, and ultimately ensure that significant money would be raised for the blood cancer advocacy group. This work had to be executed on a shoestring budget, as is often the case when working with a nonprofit group.


Solution

Continuum's strategy was differentiation. This event had to stand out from the hundreds of other fundraising activities in New York, and exhaust media angles at all levels:

  • The Patient Story — Highlight patient runners for local and national media
  • The Business Story — Invite top media personalities to run in the race and profile their experience and funds raised in their national outlets, including The New York Times, Huffington Post, and Bloomberg TV
  • The Investor Story — Highlight the individual and corporate donors who underwrote MMRF’s involvement
  • The Patriotic Story — Spotlight a national hero running the race in full firefighter gear, in honor of the firefighters we lost on 9/11

Results

  • Top national placements, including The Today Show, Bloomberg, The Wall Street Journal, and Bloomberg TV
  • More than 228 million total impressions
  • Honorable mention in PR Daily’s Nonprofit PR Awards
  • Over $5 million raised