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Komen Denver Race for the Cure®

"Working with Convio takes the guesswork out of our online marketing for the Komen Denver Race for the Cure®, as well as Affiliate-wide fundraising initiatives. Before Convio, we weren't maximizing our potential to raise funds nor communicating effectively with our constituents. Convio provides us a solution that changes with our needs."

- Gina Berg, Director of Development, Komen Denver Race for the Cure®

About Komen Denver Race for the Cure®

Komen Denver Metropolitan Affiliate of Susan G. Komen for the Cure was founded in 1994, the year after the first Komen Denver Race for the Cure®, the Affiliate's signature awareness and fundraising program. The Affiliate's mission to carry out the mission of its National organization — to eradicate breast cancer as a life-threatening disease through advancing research, education, screening and treatment.

The challenge

  • Position the Affiliate as the organization behind the successful Denver Race for the Cure®, incorporating national rebranding campaign and customizing to Denver marketplace. 
  • Provide a turnkey online fundraising program for the organization’s volunteers
  • Reduce costly walk-in and mail-in Race for the Cure registration
  • Create additional options for online revenue unrelated to the Race

The solution

  • Convio content management to seamlessly marry two separate Web sites -- Affiliate and Komen Denver Race for the Cure.
  • Convio TeamRaiser™ to easily mobilize volunteers, with email messages to motivate pledge earners and thank them for their involvement. 
  • Convio Email Marketing to create targeted email campaigns, segmenting list by parameters such as registration status, donation amounts, age groups, survivors and volunteers
  • Convio Fundraising, including Honorarium and In Memoriam donation forms to provide new online options for capturing donations directly to Komen Denver
  • Convio eCommerce to offer gifts, accessories, apparel, household items, key chains, pins and virtual gifts to capture information about shoppers who may later become involved in ongoing support.

Results

  • Online registrations doubled from 10,000 to more than 20,000 in the first year of using Convio, increasing 12.5% in 2007 to more than 28,000. 
  • Online revenues accounted for 30% of total Affiliate revenue, with $1,593,469 in online revenue from the Race; honorarium, in memorium and general online donations; and ecommerce site.
  • Total expenses in 2007 were 19% of total online revenue and Race expenses in 2007 at an all-time low of 15%
  • Online revenues from new ecommerce site brought in $15,500 in its second year, with orders for merchandise coming from across the United States, not just locally

Related links

Komen Denver Race for the Cure® | Convio