Road races help keep nonprofits running

LEG WORK: Children’s Friend began its  5K Walk & Run 11 years ago. This year’s event was held in late April and raised $90,000 after expenses. / COURTESY CHILDREN’S FRIEND
LEG WORK: Children’s Friend began its 5K Walk & Run 11 years ago. This year’s event was held in late April and raised $90,000 after expenses. / COURTESY CHILDREN’S FRIEND

For cash-strapped nonprofits, there are lots of ways it can pay to hold local races.
They are an opportunity to combine something serious with something fun for supporters. They offer the chance to capitalize on the longstanding fitness-challenge craze, while providing a day for families to celebrate causes they believe in.
And, of course, the biggest reason of all – they offer the ability to raise a lot of charitable funds with very little overhead.
“We began [our run] because some women came up to me and said we want to do a road race and give the proceeds [to you],” said Kate Fentress, executive director of the Women’s Fund, a New Bedford-based nonprofit that works to advance “the educational attainment and economic security” of women in southeastern Massachusetts.
The popularity of large-scale walks and races for charity is undeniable.
The American Cancer Society’s Relay for Life, the Walk for Hunger, and the Susan G. Komen 3-Day Walk to support breast-cancer research and awareness are among the most well-known.
Those are large-scale, national events that regularly attract loads of media attention and for which support and participation are easy to attract.
But making a similar concept successful at a much smaller, local level seems to be equally attainable, even if it takes a comparable amount of planning and manpower.
The 7th annual Women’s Fund Tiara 5K, walk and fun run, took place on Mother’s Day this year, May 12.
The 2012 event raised more than $56,000 for the organization with more than 1,100 participants. That, Fentress said, is a substantial growth from the first year when there were 350 participants and $10,000 raised.
“Our race is a nice hybrid of both the serious and the wonderful family event,” she said. “It’s become a … go-to event on Mother’s Day.”
Like many nonprofits, the Women’s Fund counts its annual 5K as its signature fundraising event, save for its annual appeal.
The Phoenix Houses of New England, an Exeter-based nonprofit that supports those trying to overcome addiction, held its fifth annual Phoenix House Run! Walk! Ride! – for the Health of It! in late April. Participants had the choice of a 3K walk, a 5K run or a 20-plus-mile bicycle ride through southern Rhode Island. The event is the organization’s lone physical fundraising experience, except for an annual luncheon that Sheila McDonald, director of development, said is geared toward an entirely different audience.
“We raised more [this year] than we hoped to, so that was great,” McDonald said. “We provide substance abuse treatment and one thing we’ve discovered is if we can get people involved with healthy activities, it really helps them in their recovery process. We try to foster the whole event to healthy minds and healthy bodies, which assists in the path to recovery.”
McDonald said there are a variety of people who participate in the event, which also includes a health and wellness fair, bake sale and barbecue with live music.
Children’s Friend, a Providence-based organization that serves vulnerable children and their families as a social-services nonprofit, began its annual 5K Walk & Run 11 years ago. This year’s was held in late April and raised $90,000 after expenses.
The group runs only one other fundraiser during the year, an annual luncheon that is filled, according to CEO David Caprio, with high-level sponsors, board members and their corporate employers, a much different crowd than the one at the race.
Last fall’s luncheon netted the organization $83,000.
This year’s 5K included live entertainment, face painting, the Roger Williams Zoomobile, a rock wall, an inflatable obstacle course, sand art and clowns.
There also was a chance to win an Apple TV and free food provided by leading sponsor Panera Bread/Howley Bread Group.
“The reason [we started] I guess is still the reason now. It’s inexpensive to host and there’s not a lot of risk,” Caprio said. “It could be as simple as you rent or pay a licensing fee for a park you’re using and anything over that is pure profit.”
This year’s expenses were around $10,000.
“That’s why we’re drawn to it and why we’ve continued,” Caprio said. “It’s inexpensive and there’s not a lot of risk for a possible big return.” Sometimes, charitable runners come out for a one-time cause.
NewportFed, which has branch locations in Newport, Middletown, Portsmouth, Wakefield and Westerly, recently was the lead sponsor for the Westerly Track & Athletic Club’s 32nd annual Clamdigger Road Race which raised almost $4,000 for the Westerly Town Beach restoration project.
BoldrDash, the national military-style 5K obstacle race that has held events in Rhode Island for several years, this year was scheduled to take place at Misquamicut Beach on May 18 and May 19 and benefit the Greater Westerly Chamber of Commerce Bring Back the Beach campaign.
Proceeds, said Lisa Konicki, the Chamber’s executive director, will be used help small businesses that suffered severe damage during Superstorm Sandy last fall make necessary repairs.
“All aspects of the community have worked together to make this recovery take place. We want to show that not only are we back, but we are better than ever and earlier than ever before,” said Konicki, who expected a large turnout at the race. “In general, these kinds of military races are gaining momentum and popularity, so I think you have a trend coupled with the fact that people like to support a cause they believe in.”
Color Me Rad, a for-profit business that runs 5K races across the country, is holding a Providence race this September to partially benefit Boys Town New England. Each of the Utah-based company’s 100 races this year will help a local charity.
In the race, runners wear white and will be doused, at the Seekonk Speedway, with color that tie-dyes their T-shirts.
As of late April, there were over 2,000 people signed up for the September race.
“It’s really amazing to see the response,” said Gretchen Willard, director of public relations. “I think that people are very aware of fitness and want to be involved in fitness. I think this is a noncompetitive way to be involved and they see the benefit in a local charity. It’s a win-win on so many sides and with friends. We make it an event.” •

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