Target Running Executives

A successful fundraising strategy used by Anne Mahlum to raise $1M in her first year by targeting executives who were runners and could make direct funding decisions.

Core Strategy

• Target executives who are runners/athletes
• Focus on direct decision makers who can write checks
• Skip lengthy corporate hierarchy approval processes
• Build relationships through shared interest in running/fitness

Execution Tactics

• Research and identify executives who are runners
• Request direct meetings/coffee with targeted executives
• Make specific, detailed funding asks with exact dollar amounts
• Always request introductions to 3 more potential donors
• Leverage board members' corporate connections
  • Example: Used Accenture board member's connections to reach clients like Marriott, AT&T

Additional Revenue Streams

• Speaking engagements at corporate events
• Used speaking opportunities to:
  • Generate excitement about the cause
  • Reach entire companies at once
  • Create deeper corporate partnerships

Key Success Factors

• Clear, specific asks with exact funding amounts needed
• Direct approach to decision makers
• Understanding who can actually write checks
• Following up with specific requests for additional introductions
• Converting one-time donors into long-term partners
• Using board members' networks strategically
• Leveraging shared interests (running) to build authentic connections

Results

• Raised $1M in first year
• Built sustainable corporate partnerships
• Created engaged employee volunteer base
• Developed multiple revenue streams beyond direct donations