Camp Agape Northwest
Run For Agape 5K Fundraiser
About the Project:
The Run For Agape 5K was founded on the idea of creating an annual fundraiser that benefitted Camp Agape Northwest, with the hopes that the fundraiser would be family friendly, as well as able to cater to participants who may be interested in volunteering, while also bringing past families together again to re-unite while supporting the organization. This fundraiser was also created to try to engage the Greater Seattle community and bring awareness to the organization that has been serving families for over 25 years.
Goals:
Raise money through a 5K family-friendly fundraiser for Camp Agape Northwest
Raise awareness of Camp Agape Northwest within the Greater Seattle Area and surrounding cities
Grow awareness of Camp Agape Northwest, volunteer opportunities with the org and the brand message among participants and people age 15-18, and 18-25 to find new volunteers for the camp who may be interested in joining the mission of the organization.
Solution:
Create a holistic marketing plan that promoted both Camp Agape Northwest and the 5K itself. Establish a brand identity for the event, and promote across digital and print channels. Organize the event for a smooth race-day execution, and inspire returning and new potential volunteers to participate in our 5K and eventually Camp Agape Northwest itself.
Event Brand Identity
Create a brand identity that aligns with Camp Agape Northwest (as it is the beneficiary of all funds raised), but that is identifiable, and creative, fun and inviting that also represents the fundraiser (5K run).
First, I wanted to create a logo for the run that would be recognizable across all touchpoints, as well as on all marketing materials for the run. I created a gold heart to tie into Camp Agape Northwest’s current logo (gold representing the childhood cancer support ribbon), and made it running, to represent the fundraiser itself.
Digital Marketing: Organic Social, Website Creation, Email Marketing
Print Marketing: Poster + Rack Card, Tri-fold
Results
$22K Raised for Camp Agape Northwest in its first year of the fundraiser
300+ Participant Signups for the race
250 day-of runners
5 past camp families attended
2 new volunteers to Camp Agape Northwest
Grew awareness in the Greater Seattle area of Camp Agape Northwest, especially among consumers of local sponsors