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Harry Perkins Institute of Medical Research took a huge gamble bringing their charity bicycle ride in-house. Starting from scratch, their dedication and determination paid off.



With waning participation numbers, a forecast dip in fundraising, and rider experience suffering, the Harry Perkins Institute of Medical Research in WA set out to improve profitability and deliver a more authentic Perkins experience for their two-day, 200km charity bicycle ride, MACA Cancer 200.

With only 10 months to plan for the next event, the team undertook a rebrand, worked with existing and new sponsors, and engaged loyal and new participants to come along for the ride.

Perkins set about to create a special event in which the supporter was front and centre. The philosophy was ‘You may enter the ride as strangers, but you will leave as family’.



“From the outset, we wanted to make it heartfelt, warm and like a hug from a family member.”





“From the outset, we wanted to make it heartfelt, warm and like a hug from a family member,” says Paige Gibbs, Chief Development Officer at Perkins.

Bringing the event in-house and focusing on the supporters paid off. The…
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