Prostate Cancer Research’s 100 Miles in May Facebook Challenge

In May 2023, Prostate Cancer Research ran one of their most successful Facebook Challenges to date, with their 100 Miles in May campaign. 

Key results

Driving impact, making a difference

This collaborative initiative, supported by strategic partnerships with GivePanel and Social AF, aimed to engage supporters in a physical challenge while raising vital funds for the organization. By using innovative tools and expertise, Prostate Cancer Research achieved remarkable success, demonstrating the power of effective partnership working in nonprofit fundraising.

We caught up with Charlotte Brennan, Senior Events and Community Executive at Prostate Cancer Research; Helen Alderson, CEO of Social AF; and Ashley Elliott, Head of Operations at Social AF to find out why this collaboration made all the difference. 

Setting the scene

Who is Prostate Cancer Research?

Prostate Cancer Research stands as a leading nonprofit organization committed to funding research projects geared towards preventing, diagnosing, and treating prostate cancer. Their overarching mission is to enhance outcomes for individuals affected by this disease. Offering various avenues for supporters to engage, whether through donations on the website, participation in events, or purchases from their online shop, the team tirelessly drives fundraising efforts to advance their cause.

Their journey with Facebook Challenges started in 2022 when they partnered with GivePanel for a small test, aiming to navigate the process of running campaigns from start to finish. Through this initial phase, Prostate Cancer Research gained valuable insights and identified areas where additional support was needed.

With GivePanel already on board, the team sought to enhance their expertise and grow their fundraising efforts by collaborating with other industry experts for their upcoming campaigns. With a proactive approach, they swiftly expanded their Facebook Challenges program from raising £50k to a remarkable £1 million within a matter of months reaching an impressive peak with 100 Miles in May.

The challenge

100 Miles in May

Prostate Cancer Research launched its 100 Miles in May Challenge to inspire people to move their bodies and raise funds for their cause. Aimed at an older male audience, the challenge was straightforward: participants committed to walking, running, or cycling 100 miles throughout the entire month of May, all while raising money to support prostate cancer research.

To kickstart the campaign, Prostate Cancer Research allocated a budget of £15k for advertising, using imagery and content from previous successful Challenges to maintain continuity and appeal. Their ad strategy surpassed expectations in terms of reach and impact and the investment proved instrumental in attracting supporters into the heart of the campaign – the Facebook group.

With Social AF’s expert support in group moderation, the Walk 100 Miles in May Challenge saw engagement soar. So much so, Social AF notes that the Facebook group was the highest performing of the Challenges they’ve supported, exceeding all their benchmarks.

So why did this group perform so well? Charlotte puts it down to the focus on building connections and encouraging conversation among participants. An example of this was seen on the first day of the Challenge, with a staggering 401 moderator comments made within the group in just 24 hours. With clear communication and a strong organizational identity, Prostate Cancer Research and Social AF fostered a sense of community among supporters. They ensured fundraising was at the forefront of the group.

With the invaluable support of Social AF in group moderation and GivePanel’s advanced social-first fundraising tools, the campaign reached new heights of success. It achieved the highest fundraising total ever recorded for Prostate Cancer Research’s Facebook Challenges.

The partner difference

Collaborating for fundraising success

The partnership between Prostate Cancer Research, GivePanel, and Social AF underscores the importance of collaboration in nonprofit fundraising with each organization bringing unique skills and expertise to the table.

The software behind the scenes, GivePanel offers Prostate Cancer Research essential tools for reporting, communication, and engagement. Let’s look closer at the GivePanel platform:

• Reporting Capabilities: Our robust analytics dashboard and customizable report builder empower Prostate Cancer Research with comprehensive reporting capabilities. This allows for effective tracking of registrations, fundraisers, and donations, enabling them to assess campaign performance and optimize strategies with precision.
• Communication Channels: Through email and personalized on-page messaging, GivePanel facilitates human communication with Challenge participants. This direct line of communication builds engagement and encourages supporters to stay connected with Prostate Cancer Research’s cause.

A trusted partner of GivePanel, Social AF brings expertise in community management and engagement, enriching Prostate Cancer Research’s fundraising strategies. And as Charlotte notes, working with Social AF is a positive experience, as she says “I’m not sure what I would have done without them at points.”

Here’s how Social AF made a difference in the Walk 100 Miles in May Challenge:

• Community Management: Social AF’s team of experienced fundraising professionals became an extension of PCR’s team and managed every element of moderation. Across the duration of the challenge, they handled thousands of messages, keeping participants motivated and engaged, and drove fundraising efforts.

• Sector Experts: With extensive experience managing Facebook Challenge groups, Social AF was able to support the strategic direction of the challenge, sharing data and insights to enhance performance.

• Tech savvy: Social AF’s proficiency with GivePanel added significant value to the partnership. Leveraging their knowledge of the platform, they provided effective support to Prostate Cancer Research, enhancing campaign performance.

Final thoughts

Top tips for partnership working

Prostate Cancer Research’s success in their 100 Miles in May Facebook Challenge underscores the importance of effective partnership working in nonprofit fundraising. Here are some key takeaways for nonprofits considering doing the same:

• Strategic Collaboration: Partner with organizations like GivePanel and Social AF to leverage expertise and innovative tools in driving fundraising success.
• Community Engagement: Prioritize engagement strategies that foster a sense of community and rally supporters around a common cause.
• Data-Driven Decision-Making: Use comprehensive reporting tools to track progress, measure impact, and inform future strategies.
• Continuous Improvement: Embrace a culture of continuous improvement, iterating on past successes and learning from challenges to refine fundraising efforts.

By harnessing the power of innovation, expertise, and collaboration, nonprofits can create impactful initiatives that drive meaningful change and make a lasting difference.