Winning Partnerships

Running Events Popular For Corporate Engagement

upping the quality of the course to properly staffing it with volunteers.

“When we put on an event, we make a point to be fun, inclusive and approachable,” said Lindsey Rodgers, director of marketing and PR for The 712 Initiative, which hosts the annual Shamrock Shuffle 5K. “We are there to make our community better. Developing relationships with businesses makes it easy for us to reach out and say, ‘Hey, let’s do this together.’

“When setting up volunteering, we are very aware of how valuable time is. We make a plan to keep our volunteers busy and engaged. We also try hard to make it an environment where groups are having fun and not just feeling like it’s another day at work. A DJ blasting tunes and making food, coffee and drinks available create a great atmosphere. Being strategic on how it all comes together makes it easy and volunteers come back to do the same tasks because they have the confidence that they are really helping make the event great.”

Providing Value

Similar attention is paid to what perks can be extended to corporate partners as an enticement to participate.

“While a monetary donation is typically sought-after when putting on an event, we see the value in getting companies to participate and so we offer them group rates,” Rodgers said. “This event also gets a lot of exposure, mainly promoted digitally through social media and on our website. Sponsors also have the opportunity to set up a tent at the event. This gets them in front of a captivated audience.

“Our sponsors add to the energy of the event but also help in promoting it. We work closely with them to make sure they get exposure and credit for helping put on a great event.”

Another powerful incentive for participation is building an element of competition into the event. One of the best examples of this is the annual American Lung Association Corporate Cup, which not only awards individual runners for finishing first in their respective events but also awards companies for fundraising and running performance.

“The awards are traveling trophies, with bragging rights,” said Julia McCarville, executive director for Omaha’s American Lung Association.

“We have our top fundraising team and our fastest team by division – one to 99 employees, 100 to 499 employees and then 500 plus.

“The common thread we see at our event is just the synergy between employees coming together. They’re so delighted to spend time with each other outside of work. You see competing businesses, you see businesses that work together in support of a common goal. I think that, at the very core, is what makes this event special, that while we do have individuals participate, this really is a corporate-driven event.”

Tell a Compelling Story

The Corporate Cup attracts participation from more than 400 companies, creating a field of about 3,000 runners across various distances and age categories. McCarville said any group looking to attract more corporate sponsors to its event should examine how well its mission is articulated.

“I think we are incredibly fortunate to exist in a community that is so supportive of our mission at work,” she said. “In this community, lung cancer is the No. 1 cancer killer of both men and women. Asthma is the leading cause of absenteeism. COPD is the No. 3 cause of death across the state of Nebraska. We have an incredibly high rate of asthma exacerbation.

“Corporations are built on people and every person has a connection to lung disease. If you can’t breathe, nothing else matters. We really promote the message that every registration fee is a donation supporting those affected by lung disease and lung cancer.”

Finally, McCarville said, taking time to adequately thank sponsors goes a long way toward sustained participation.

“We’re so lucky this event has been around for so long. We have people leading teams now who were pushed in strollers in the 1980s Corporate Cup,” she said. “We are grateful for the opportunity to put this event on and thankful for the support of local businesses without which we could not do our mission.”

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