As reported in today’s Boston Globe, COVID-19 is forcing many nonprofits to make tough decisions about whether to postpone their fundraisers or make them virtual. Last month, Teak offered tips for planning an effective nonprofit virtual fundraiser. Today, we’ll dive into how three of Teak’s clients transformed three physical events into virtual fundraisers to raise money and awareness for ongoing COVID-19 relief efforts.
Project Bread’s 52nd Walk for Hunger
Historically, Project Bread’s Walk for Hunger, the nation’s oldest continual pledge walk, takes place the first Sunday of May on the Boston Common. However, in mid-March Massachusetts’ leading statewide anti-hunger organization announced the one-day fundraising event would transform into a virtual fundraiser. Participants could register as virtual walkers, as individuals, or in teams to raise money and awareness to support the nonprofit’s COVID-19 hunger relief initiatives.
Social media was at the center of communications in the weeks leading up to the event. Project Bread offered participants resources and tips to create online fundraisers and it shared fundraising tips, memories from past Walks, COVID-19 relief effort numbers, food resources and news stories through its platforms for motivation. On Walk day, social media continued to be the focus. Project Bread President Erin McAleer hosted Facebook Live check-ins, Senator Edward Markey interviewed a top fundraiser while doing his own distance walk and participants across the state shared photos and videos of themselves walking in their neighborhoods, wearing t-shirts from past events, leveraging the hashtags #WalkforHunger and #MakeHungerHistory.
In the end, more than 1,600 virtual participants hit the pavement in their neighborhoods and rallied supporters online to raise $895,000 for the cause. Fundraising for the event will continue through June 30.
Mill Town’s COVID-19 Berkshire Virtual Race Challenge
Last month, Mill Town, in partnership with local running clubs and outdoor outfitters, launched the COVID-19 Berkshire Virtual Race Challenge to get people moving and connecting with each other virtually in nature or even in their own backyards. The free, six-week race series, which ran from April 8 through May 17, leverages the Strava Run Ride Swim app and a Facebook group and affords area residents the opportunity to run, walk, connect with each other online, and raise money to support COVID-19 relief efforts and the local economy.
More than 500 participants have registered for the Challenge, making to support the COVID-19 Emergency Response Fund created by the Berkshire United Way and Berkshire Taconic Community Foundation through their Exercise for Good Challenge. This is part of a larger crisis response effort by Mill Town, which has already donated $100,000 to the cause and has committed an additional $35,000 in funding for healthy food provisions sent to front line responders at local medical centers, early childcare centers, and nursing homes.
Each week, a new course is announced for participants to complete on their own – following signs along the route while adhering to safe social distancing and sharing photos of their experiences in the COVID-19 Berkshire Virtual Race Challenge Facebook group or Strava club of the same name. To incentivize participants to walk, run and fundraise, Mill Town is offering $25 gift cards to local shops and restaurants. The event goal is to raise $10,000.
College Bound Dorchester
College Bound Dorchester is bringing some real star power to its first ever virtual fundraiser on June 9. Pro Football Hall of Fame broadcaster Andrea Kremer will be interviewing Uncornered Champion of the Year – Patriots captain Devin McCourty. Surprise guests well known to Patriots fans will join the conversation and congratulate McCourty on his award. The event will also feature speeches from College Bound Dorchester Founder and CEO Mark Culliton, Senior Vice President Michelle Caldeira and Boston Uncornered student Matt Jackson. The virtual event is being extensively promoted through both traditional and social media. Committed sponsors include Bank of America, Eastern Bank, Eversource, Deloitte, State Street, United Way and PJA Advertising + Marketing.
The virtual event is a big change from College Bound Dorchester’s usual “We Are Uncornered” gala, which is typically held in the elegant State Room overlooking the city of Boston. The event’s goal is to raise $500,000 to support College Bound Dorchester’s Boston Uncornered solution to end gang violence and systemic generational urban poverty through education.
