Dana-Farber Cancer Institute

Challenge

Increasing fundraising for the Boston Marathon® Jimmy Fund Walk and growing revenue from $6 to $10 million within 3 years.

Background

The Boston Marathon® Jimmy Fund Walk allows participants to walk along the famed 26.2-mile Boston Marathon® course to honor friends, family, co-workers, and patients facing all forms of cancer.  Over the past 22 years, the Walk has contributed more than $73 million to support cancer research and care at Dana-Farber.

Solution

After an exhaustive quantitative and qualitative audit, Event 360 developed 11 new initiatives ranked against a success framework, which led to the development of five action plans designed to drive revenue. These plans are being implemented for the fall 2011 event program.