As technology has increased over the last twenty years, so has the popularity of charity races. It is now, more than ever, easier to fundraise or friendraise for charity.
The number of road race finishers in the United States rose from just 5 million in 1990 to its all-time high of 19 million in 2013. This past year, there were 17.1 million road race finishers. One of the major reasons for the increase in popularity is technology. No longer do participants have to go door-to-door to ask for pledges or donations. In the past, you were limited to the number of people you knew or could visit by foot or car. In today’s world, you simply have to log-on to Facebook or Twitter and ask for pledges. A participant’s network is largely expanded due to the digital society we live in. Furthermore, you can have friends and family rally behind you, which has led to peer-to-peer fundraising and friendraisers. No longer are you simply asking for donations, but you are also asking others to fundraise on your behalf.
The fitness community is one of the most loyal target markets, which makes corporate sponsorship a great strategy for businesses. Because charity races can be so specific (Breast Cancer walks, bicycle events, Tough Mudders, etc.), brands can reach its desired target market while making a positive impact through philanthropy. This community is not only loyal, but they engage with the brands involved in fitness. As a result, this creates organic and authentic brand champions, which is priceless to a corporate brand.
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