challenge

Developed in 2013, VeloSano is the philanthropic movement funding cancer research at Cleveland Clinic’s Taussig Cancer Center. The flagship event for VeloSano is the annual Bike to Cure fundraiser, which brings together hundreds of cyclists, volunteers and donors. As emotional of a topic that cancer can be, it is nevertheless a challenge to strike a chord with the general audience to move them to action.

Solution:

Over the last decade, Adcom has been instrumental in creating media partnerships that extended cash equivalent impressions by over 3:1 in added value. This was done by leveraging sports sponsorship to create meaningful and broad reach, while utilizing programmatic, OOH, social and influencer strategies to expand exposure. In addition, we helped successfully launch “Trike & Bike” – a volunteer-activated, community-based format targeting a new demographic that got children involved.

Results:

In all, VeloSano has generated over $50M in philanthropic dollars. In addition, the movement was successful in reaching new donor audiences (nearly all were new donors) and created significant addressable donor database expansion for future marketing opportunities and expansion of lifetime value.