Teaching a Small Nonprofit to Play Big
Small nonprofits often size their events to their budgets, and the overall results ends up smaller than it should be. Music City Moves! had a volunteer board, a foundation grant and 300 event participants. Within two years, Titans great Eddie George donned it’s signature yellow jersey, Bridgestone Americas was lead sponsor and almost 1,200 people turned out.
The Challenge
On paper, Music City Moves! had powerful friends. Led by Metro Planning, with Metro Public Health, Walk/Bike Nashville and Mayor Bill Purcell's office, it was among 25 communities funded through the Robert Wood Johnson Foundation's Active Living by Design program. It aimed to get Nashvillians moving in a state then ranked fifth nationally for adult obesity.
Yet the Tour depended on volunteers working around day jobs, with little marketing or fundraising structure. It showed in the basics: families weren't sure which rides were free, while sponsorship relied on board members calling companies they knew. The deeper problem was perspective. A grant covered the event, so the board viewed it primarily as a program to deliver, not a mechanism with increased fundraising opportunities. We helped the board see the difference by creating a platform with opportunities to grow.
Our Approach
Playing big started with sounding big. Through our agency partner, we led messaging, media relations and sponsor development. Every release, interview and PSA told families plainly that the walks and family rides were free.
A small nonprofit rarely has the audience it needs, so we borrowed one. Board and committee contacts became two lists: sponsors to court and partners who could spread the word through their own channels. The Mayor's office, Metro Council, Metro Schools and Baptist Hospital amplified our reach.
Then we gave the cause a famous face. Through our relationships, we recruited Titans great Eddie George, a partner in Governor Phil Bredesen's GetFitTN campaign. He rode with the crowd in the Tour's yellow jersey. His NFL career, built one yard at a time, made an easy case for small steps toward better health. George opened doors to editors, producers and sponsors. We pitched neighborhood stories and carried the message across television, radio, newspapers, web video and email.
Our Results
Year-one registrations rose from 300 to 750, including more families. Music City Moves! manager Toks Omishakin credited George as “a huge factor for our record breaking crowd” and reported unprecedented media coverage.
That record became our pitch for year two. Bridgestone Americas committed $10,000 as lead sponsor, and total sponsor support reached four times its previous high. Mayor Purcell designated it an official Celebrate Nashville event. About 210 radio PSAs aired; George voiced 40 on Lightning 100. TV spots ran on My TV30, CW and Fox 17; The Tennessean published George's op-ed. In May 2007, about 1,200 gathered outside LP Field.
The bigger stage served the mission. Of riders surveyed, 76% had known few or none of Nashville's bikeways, 83% said they would use them more, and 26% completed their longest ride in five years. 94% rated the day great or excellent. Proceeds supported Music City Moves Kids!, helping Davidson County children walk and bike.
The grant-funded event had become a citywide fundraising platform.
Make your next event bigger than your budget.
We’re ready to lead you to bigger, better, stronger, faster. Your nonprofit may have relationships and goodwill worth more than your budget suggests. We can help turn them into sponsors, participation and lasting support for your mission.