Enactus Laurier
‍‍
Creating a more sustainable world.

ONERUN is a grass-roots cancer not-for-profit based on London, Canada. Founded in 2010 by Theresa Carriere following a successful recovery from breast cancer, she decided to run 100 kilometres in one day for patients.

Bridging the gap between the Atlantic by using a touch of influence.

In 2017, ONERUN was a primarily off-line organization, collecting donation pledges with cash and paper sheets. Less than 40% of donations took place online, and students often got confused if they properly registered for a ONERUN event at their school. Additionally, brand had too many stakeholders and wasn't consistent or properly integrated across networks and platforms.

Services

Influencer Marketing
Copyrighting
Strategy Consulting

Toolkit

WordPress
Sprout Social
Google Marketing Suite
Campaign Monitor
Segment
Google Ads Grant Program

Project Timeline

April 2017 -- Ongoing

Strategy

Develop key digital asset and partnerships to ensure the growth of donations and online impressions. The enhancement and development of new applications was required to ensure a seamless donor experience and give greater opportunities for donors to pledge their support.

Evolving to support more patients while maintaining a family-facetted brand.

ONERUN is one of my favourite case studies. Not because it is an ongoing project, but because of the work that they have and continue to do. Since 2010, they have donated nearly $1.5 million to London and area cancer programming and have hosted dozens of events to do so. My role is one small part of the overall group and has changed as the years have progressed, but one thing remains the same; ONERUN fights for patients and gives them a voice.

My primary focus at ONERUN when I joined in 2017 was to help bring more vision and strategy to their social media feeds. Sharing the stories of donors, donees and our team was an effective method for sharing the impact ONERUN had with followers. Additionally, I was also tasked with transitioning their WIX website to WordPress and build a marketing toolkit to support it.

In the most recent 2019 campaign, ONERUN saw the largest online growth as they hosted 15 high schools and brought back their legacy event, the 100 kilometre run in June. That campaign saw social media following increase by over 15,000 people organically and organic brand impressions grew 432% to 27,504,932 Canadians.

The key is in brand voice.
Ensure donors get to feel like they're interacting with Theresa on their phone or laptop.

Sean is a tremendous role model to his peers by demonstrating an incredible work ethic and heartwarming compassion and commitment to his community. Truly, a standout leader to the students he works with in the months of planning and organizing.
- Theresa Carriere, Founder & Executive Director

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See our projects

Digital

With a growing number of students participating in ONERUN at their high school, digital was important to growing donation amounts. Because students expect everything to be online, the resources leveraged needed to be versatile and scalable.

Bringing ONERUN to WordPress.

Leveraging WordPress as the base for ONERUN's websites, I was able to incorporate other platforms like Segment and Adroll quickly into their marketing toolkit. This allowed me to track user sessions and push information into their CRM to track donor interactions on the website.

Prior to 2017, ONERUN operated on Wix and leveraged a third-party to collect donation pledges. Following the 2018 launch of the new website, ONERUN saw a 194% increase in site traffic and a boost in online donations; especially with student donors.

Next, translating the culture and experience of a ONERUN event into the new website was important given how the organization started; a family making a difference. At events, Theresa reinforces why everyone is there: to raise funds and visibility for cancer patients, and it was important that this continue on all of ONERUN's websites.

Social & Brand

Because budget was limited and investing in ads was not an option, social media played and continues to be a huge importance in engaging donors.

Results

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19

influencer partnerships formulated

72,203,214

campaign impressions

$1,792,400

approximate passenger revenue increase

94,388

passenger kilometres flown

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