Amy's Run 5K
Fundraising Run/Walk

Situation
Schiller Communications accepted a pro bono assignment to lead and implement the fundraising strategy and public relations plan for Amy's Run 5K, a race to raise money for the Childhood Brain Tumor Foundation. The race committee's goal was to raise $10,000 and to register 300 participants for this first-time race. The committee began meeting one-year before the event.

Strategic Thinking & Responsibilities
Lisa Schiller developed the fundraising levels, and a strategy to approach potential contributors. She also developed a plan to garner media coverage for the race. She led the fundraising and publicity committees.

Lisa arranged for two important business people in the community to sign fundraising solicitation letters. She personally contacted numerous organizations and individuals seeking contributions. In addition, she secured in-kind contributions for race day. Because of Lisa's rapport with local reporters, she arranged for stories to be written in the local newspaper for five weeks preceding the race. Following the race, a larger article with photos appeared in the newspaper.

Results Delivered
The fundraising goal was shattered. The event raised more than $23,000 to support the Childhood Brain Tumor Foundation. More than 600 runners/walkers participated in the race. It was extremely gratifying to know that through our assistance, the Childhood Brain Tumor Foundation was able to fund a study.