Case Study: Run the River 5K/10K boosts participation with ACTIVE Network marketing

Non-Profit Event Uses Affordable Marketing Techniques To Max Out Participation

The non-profit event Run the River 5K/10K, organized by HomeStretch, faced a challenge in sustaining and increasing participant numbers for its annual fundraiser after registrations dropped and stalled in the low 500s. To reach a wider audience in the North Metro Atlanta area beyond their substantial community support, they turned to their vendor, ACTIVE Network, for a new marketing solution.

ACTIVE Network implemented a targeted online marketing plan that included geo-targeted newsletter listings, online advertising impressions, and an email campaign to past participants. This strategy proved highly successful, doubling registration numbers from the low 500s to over 1000 participants in 2009 and reaching 1250 registrants in 2010. This measurable growth effectively maxed out the event's capacity and allowed organizers to focus on other fundraising efforts.

Run the River 5K/10K

Steve Buck

Event Director