It was a commitment to innovation and creativity that assisted Anna Jones and her team in dramatically raising the fortunes of Peter Mac’s supporter events program.
Melbourne’s Peter MacCallum Cancer Centre (Peter Mac) is Australia’s only public hospital solely dedicated to caring for people with cancer, and is the home of Australia’s largest cancer research group. Peter MacCallum Cancer Foundation is the fundraising arm of Peter Mac, and plays a critical role in funding the technologies and resources needed to discover cancer cures.
Within its event fundraising portfolio, Peter Mac has traditionally taken a relatively passive approach to generating income through multi-charity mass participation events, mainly relying on its strong reputation to generate registrations for third-party events such as Run Melbourne and Melbourne Marathon.
However, the increasing professionalisation of other charities’ fundraising through these types of events and the piloting of paid charity champion places (which offer special benefits to top fundraising participants) saw Peter Mac’s mass participation results decreasing during the…