When Children’s Miracle Network Hospitals began testing a new, virtual peer-to-peer fundraising campaign three years ago, it wasn’t looking to lure corporate supporters.
It simply wanted to get people moving.
The campaign was centered on getting participants to engage in a physical fitness walk every day for 27 consecutive days. Participants were encouraged to collect pledges for completing their daily walking challenges — with a goal of helping them raise money for the organization while beginning a habit that would improve their health.
But when the organization started pitching it to companies, Staci Cross, Children’s Miracle Network’s vice president of activation, said she quickly realized that they had struck corporate gold.
As the organization talked about the campaign to some of its existing corporate partners, many of them were quick to sign up — in large part because it provided them with an opportunity to provide a ready-made wellness program to employees while also allowing them to achieve their corporate philanthropic goals.
“It’s attractive for many companies because it combines charitable giving, employee engagement, and employee wellness,” Cross said. “It’s rare to find something that hits on all three levels.”
It’s no surprise, then, that Children’s Miracle Network Hospitals has high hopes for the new program, the Miracle Challenge, when it formally launches this fall.
The campaign has already raised $1.5 million and recruited more than 12,000 participants in a handful of markets during its testing period. Now, as it rolls out the Miracle Challenge in 170 markets in the United States and Canada, the organization expects that it will become a significant new source of fundraising revenue.
The Miracle Challenge now comprises five tracks: walking, running, cycling/spinning, yoga, and boot camp. Participants choose a track and agree to participate for 27 days. Each day, they are emailed a mini challenge that they are encouraged to complete as part of the program — and are urged to raise at least $10 per day for a Children’s Miracle Network hospital.
The campaign offers people a way to support the organization without having to attend an in-person event. At the same time, they are able to participate in an activity that will improve their health, says Cross.
That’s an appealing concept to individuals. But it’s even more appealing to companies that are looking for opportunities to engage their employees. The Miracle Challenge offers a ready-made wellness program for corporate employees, which also doubles as a giving program.
“It’s a great way to engage companies without having to ask them for money,” Cross said. “This offers a different way to raise money, while also helping with employee engagement and employee wellness.”
You can learn more about the Miracle Challenge — and gain insights from Cross and other experts on building effective corporate sponsorships for P2P programs — during a special webinar on July 14.