Cecilia Chan
December 28, 2009

Will charity runs leave donors exhausted?
With an event for every cause, organizers fear saturation

To raise needed funds, charities in the Valley and across the country are increasingly keying on a tried-and-true venue: the weekend athletic event.

The charity athletic business that started with a March of Dimes race four decades ago is booming, with more than 11,000 events every year - most of them runs or walks.
Organizers say they are a simple and effective way to raise money and awareness for a cause. The Valley is a particular draw because its weather brings people outdoors, especially in the late fall and winter.

Running or walking for charity also is growing because the physical demands to compete in a race build an emotional commitment to its cause. As more people are prompted to participate and donate, such events provide familiarity - and more money - for even the smallest group.
But the proliferation of run and walk events also raises some concerns.

Some markets, such as the Valley, could become saturated. More races mean more competition for limited dollars and for participants; more confusion as multiple charities raise money for the same cause; and more financial and physical exhaustion for participants who tire of giving race after race.

Event for every cause

Just about every major cause has a charity athletic event in Arizona. On the list: aspen groves, art museums, high-school track and the battles against cancer, homelessness and domestic violence.

The Women's Auxiliary for Umom's New Day Centers in Phoenix, which helps homeless and low-income families with food and shelter, made $25,000 at its first 5K run and 10K walk in September.

"The members felt it created a great opportunity for exposure and provided a vehicle to spread awareness of our mission," said Candace Sherwood, Umom's events manager.

Such races do better than showy and higher-ticket fundraisers, said David Hessekiel, president of the Run Walk Ride Fundraising Council, a New York-based association of event organizers.

"The charity gala is a harder sell because corporations don't want to be seen as being frivolous. And people are just hard-pressed to put in $250 a head to go to a big event," Hessekiel said. "But there may be a good, healthy outdoor activity to do, like a run for a $25 entry fee. You ask 10 or more friends for contributions to raise another $100 to $150."

The number of participants in the weekend events ranges from fewer than 100 to thousands, such as at the P.F. Chang's Rock 'n' Roll Arizona Marathon & 1/2 Marathon in January.

The race has helped charities in Arizona raise $29.5 million since its inception in 2004, said Dan Cruz, spokesman for Competitor Group, organizer of the Rock 'n' Roll Marathon Series.

Charities piggyback

Charities are increasingly piggybacking on established, for-profit athletic events like Chang's so they avoid the cost and liability of setting up a course and still gain participants and positive publicity.

"Non-profits are looking for every avenue possible to increase resources," said Robert Ashcraft, executive director of the Lodestar Center for Philanthropy and Nonprofit Innovation at Arizona State University.

Experts agree that athletic fundraising events will likely continue to grow in the near future, fueled in part by Arizona's sizable non-profit sector. In 2005, one new non-profit was created every hour of the workweek, according to the Alliance of Arizona Nonprofits.

The number of athletic events added to the roster each year, however, increases competition for a limited amount of charitable giving. This year, 29 races came on board in Arizona. One Saturday in November featured five events in the Valley.

Participation has steadily eroded for the Susan G. Komen Phoenix Race for the Cure after it hit an all-time high of 41,500 four years ago, spokeswoman Sarah Padilla said.

This year, about 30,000 participated in the race, which raises money for cancer research.
"There are more than 50 races supporting a variety of causes within a month of the Komen Phoenix Race for the Cure," Padilla said.

Which one is it again?

The proliferation of run and walk events can also cause confusion.

Phoenix running coach Bill Strachan said a participant told him that she mistakenly registered in support of another organization for the same cause.

"I think it's getting a little saturated right now," Strachan said. "You can go to your Aunt Mildred and Uncle Fred only so long. There's only so many dollars."

Even Cruz is seeing an impact on his group's Arizona marathon as it competes with events elsewhere in the country.

It's "cannibalizing the limited pool of charity runners," Cruz said.

Another downside: Opening competition to everyone, regardless of athletic ability, can hurt. The casual exerciser can be lured into registering for a 5K or 10K with only a few weeks of training.

Dual motivation

Psychologists Christopher Olivola and Eldar Shafir have studied the popularity of charity endurance events. They said pain plus giving is a winning combination.

Their research shows participants are willing to donate more to a charitable cause when pain and effort are involved. Olivola and Shafir dubbed it a "martyrdom effect."

Phoenix resident Kynn Wills, 33, ran her first race at the Moon Valley Grasshopper Bridge 5K, which raises money for Phoenix Children's Hospital, in September. "I want to push myself, and this is for a good cause," said Wills, who was a cross-country runner in high school.

Randy Bass, 54, will participate in his first marathon, at the P.F. Chang event Jan. 17, while raising money for the American Cancer Society. The Phoenix resident was 9 years old when his mother died of cancer at age 30.

"I need to go the full 26.2 (miles)," Bass said. "I feel a need to put out, to feel like I am really making a difference."

Ann Stephens participated in her first 5K in September, which raised money for Phoenix Children's Hospital.

"I get to meet different people and help different causes," said the 36-year-old Phoenix resident.
She ran her second charity run, a 5K fundraiser to help fight domestic violence, the next day.

Reach the reporter at 602-444-6928 or cecilia.chan@arizonarepublic.com.