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Learnings taken from a pilot of Solider On’s peer-to-peer event meant income grew by 3412% in a year. What was the secret to their success? F&P’s Fiona Atkinson finds out

When Solider On raised a healthy $52,683 in a 2020 trial of their March On Challenge, they quickly turned their thoughts to how they could make the campaign bigger and better the next year. 

What they went on to achieve in 2021 surpassed their wildest dreams. The campaign raised an incredible $1.85 million. More than 6200 participants, 862 teams, and 27 schools took part in the challenge, marching a total of 382,000km across Australia.

So, who are Soldier On, what is the March On Challenge, and what tactics were employed to achieve such transformative growth? 

All about Soldier On 

Soldier On was founded in 2012 by John Bale, his wife Dr Danielle Clout and colleague Cavin Wilson following the death of their friend in an Afghanistan bomb blast. This terrible event brought home to them the magnitude of physical and psychological injury sustained by defence force personnel in the line of duty. They chose to respond by establishing a service that would provide…
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