Northern Pass to Conquer Cancer
The Success and Challenges in Charity Cycling Events
© The Princess Margaret Cancer Foundation
© The Princess Margaret Cancer Foundation
CANCER AFFECTS US ALL…
2 in 5 CANADIANS WILL BE DIAGNOSED IN THEIR LIFETIME.
© The Princess Margaret Cancer Foundation
Conquering Cancer, One Breakthrough at a Time
© The Princess Margaret Cancer FoundationStem cell discovery in 1963 – Drs. James Till and Ernest McCulloch discovered stem cells and how they function, forever changing the course of cancer research.
Dr. Tak Mak cloned the T-Cell Receptor in 1983, pioneering immunotherapy, a less toxic alternative to chemo.
In 2014, Dr. Dick discovered some patients are pre-disposed to leukemia and cardiovascular diseases leading to earlier detection.
In 2018, Dr. De Carvalho and Dr. Bratman developed a simple blood test to detect different kinds of cancer.
Dr. Donna Reece and her team have helped to develop seven new drug treatments for multiple myeloma.
Training the next generation of global cancer leaders through partnership with 500 leading cancer institutes in 107 countries.
© The Princess Margaret Cancer Foundation
© The Princess Margaret Cancer Foundation
EVENTS THAT MAKE AN IMPACT
©
The Princess Margaret Cancer Foundation
Over $2.3 Million Raised
The Northern Pass is Muskoka's premier cycling and fundraising event. Heading into year seven, raising over $2.3M for life-saving cancer research at The Princess Margaret. One of the top 5 cancer research centres in the world.
From 40km to 160km, there are three routes to choose from and all proceeds will go the distance by helping us Conquer Cancer In Our Lifetime.
The mission inspires our ride and our community brings the grit that keeps it going. Join us on August 12, 2023.
© The Princess Margaret Cancer Foundation
©
The Princess Margaret Cancer Foundation
© The Princess Margaret Cancer Foundation
Year Over Year Growth
© The Princess Margaret Cancer Foundation
$0 $100,000 $200,000 $300,000 $400,000 $500,000 $600,000 $700,000 $800,000 2017 2018 2019 2020 2021 2022 96 RIDERS 124 RIDERS 154 RIDERS 94 RIDERS 274 RIDERS *217 fundraisers 257 RIDERS
Our Riders
67% identify as Male
32% identify as Female
Average Age: 44
• 16-25 = 1%
• 25-34 = 19%
• 35-44 = 43%
• 45-54 = 14%
• 55+ = 23%
Education:
• University Educated: 68%
• Post graduate degrees: 25%
Annual incomes over $100K: 58%
© The Princess Margaret Cancer FoundationThe Northern Pass Community
• Riders from BC and the US
• Small but dedicated group of local riders
• Strong local partnerships including sponsors and volunteers
94% Of Northern Pass riders are from the GTA
Northern Pass 2022 Partnerships
Break Away Partners
Official Partners
Proud Supporters
19
Powered by:
Our Reach Keeps Growing
• Digital Impressions: 781,333
• Paid Social: 604,156
• Radio Spots: 145
• Dockside Magazines: 110,000
• OOH: 3,100,000
5.29M IMPRESSIONS
© The Princess Margaret Cancer FoundationCommunications & Promotions
Four Paid Promotions
Driving specific fundraising goals and promotions
40+ Targeted Emails to participants, volunteers and donors
Year Round Communication
Pushing participants to go above & beyond
© The Princess Margaret Cancer FoundationApparel
180 Rider Jerseys
100 Ambassador Jerseys
1 Yellow Jersey
NEW for 2023 Rider Socks
Water Bottles
Challenges Remain
• Safety will always be our topmost priority.
• Continuous relationship building in the communities in which we ride.
• Charitable events are often excluded from many of the meaningful Federal, Provincial and sometimes Municipal granting programs.
• Cutting through the noise:
• How do smaller events compete with our marketing?
© The Princess Margaret Cancer FoundationOur Success
By rallying our riders, engaging and partnering with the municipalities and the communities we ride through, Northern Pass has not only grown as an event, but made a significant impact in our shared vision
To Conquer Cancer in Our Lifetime.
• Year over year growth in sponsorship
• $1.3M raised in the past two years
• 200 riders already registered for 2023
© The Princess Margaret Cancer Foundation
© The Princess Margaret Cancer Foundation
“They were inspired; they did something about it, and in doing so, they became an inspiration to others.”
– Mike Ham, Northern Pass Participant
Thank You
See you in Gravenhurst
Saturday, August 12th, 2023
© The Princess Margaret Cancer Foundation