A Cause for Celebration: How fundraising groups are fuelling the growth in marathon race participation

Scotiabank Group Charity Challenge

“The Toronto Waterfront Marathon’s Scotiabank Group Charity Challenge is a unique-to-Canada concept that netted almost $2.4 million for 99 mostly small, local charities in 2009,” says race director Alan Brookes. “That’s up strikingly from $1.42 million in 2008 and just over $900,000 in 2007.”

Modelled on the London Marathon’s charity concept, the Charity Challenge offers athletes a turnkey opportunity that includes:

• An international event that provides a world-class platform to raise money for smaller charities with limited resources
• A state-of-the-art online, fundraising program that small groups couldn’t otherwise afford. Scotiabank pays all of the Paymantec and credit card fees so the charities get 100 per cent of the funds raised.
• Full-time staff as support
• A professional PR agency to help promote the charities and athletes.
• Free online training programs and an “Ask the Coach” interactive button to help train for the big event.

“The unique format has become a magnet for other illnesses (as opposed to the large cancer fundraising programs) including women’s, children’s and community-based charities from Epilepsy Toronto or Giant Steps (25 families with kids with autism who have raised over $100,000 a year over the last two years) to Matthew House (for refugees), Assaulted Women’s Helpline, North York Harvest Food Bank among others,” Brookes says. “Our charities are more neighbourhood charities that offer community support like Wellspring (a group that’s not looking for a cure, but rather provides a support network), Yee Hong and Mon Sheong. I think we’ve found a real niche here. And it’s something that ties our marathon closely to the community. It’s a win-win for both the event and the community.”

In 2009, the Canada Running Series charities provided a platform for over $4 million.

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