F
For charities across the U.S. and beyond, fundraising by runners and other endurance athletes is a crucial part of incoming donations each year. In 2019, the last “normal” year for events, over $1.5 billion was brought in by athletes to benefit hundreds of worthy causes. 2019 was in fact a record fundraising year for many charities and events, including totals from the Boston, Chicago and St. Jude Memphis Marathons. While most funds are raised by athletes running major marathons like Boston, Chicago, Los Angeles, Rock ‘n’ Roll Series events and New York City, almost every race includes charity runners, and their commitment and dedication to the sport was apparent even in the most abnormal year for running ever: 2020. A Positive Pivot in Memphis A well-known national non-profit, St. Jude Children’s Research Hospital, also owns and operates its own major marathon, the St. Jude Memphis Marathon weekend, which takes place annually in Memphis, Tenn. in early December. In 2019, the marathon’s participants raised a record $12 million for St. Jude, the only National Cancer Institute-designated Comprehensive Cancer Center devoted solely to children. Families never receive a bill from St. Jude for treatment, travel, housing or food, a compelling fact that motivates its runners to impressive fundraising heights. “In 2020, we had participants stay commit-
ted to those (ambitious) fundraising levels even as we shifted to a virtual experience,” said Nate Longfellow, Director of Fitness Events for St. Jude. The 15,000 participants in the St. Jude virtual event-only raised $7.5 million for the hospital in 2020. “Our big pivot was evaluating safety and security for our participants and audiences first and still delivering the St. Jude mission, purpose and experience to audiences across the country. We focused on delivering an experience, not just a race, and engaging our audience in a way that meets them where they are,” Longfellow said. For St. Jude, which had only piloted a virtual event with a small number of participants in 2019, going fully virtual was eye-opening in a positive way. The virtual event broadened the reach of the race in significant ways, with participants from all 50 U.S. states and more than 70 countries. In 2019, runners from 17 countries had participated. “Looking towards the future, there’s great opportunities for a hybrid event. The lessons we got from a virtual perspective really helped us. We’re creating an all new, amazing format that will serve all audiences, and bring Memphis to the world and the world to Memphis,” said Ric Din, Associate Director of Strategic Communications for St. Jude. The St. Jude team is moving forward with plans for both in-person and virtual events in December 2021, with a goal of raising $9 million. It’s the
Oppostie: St. Jude, Above: ALSAC Photography
