One in a series of case studies highlighting creative projects, imaginative clients, and remarkable results.
24 Foundation is a non-profit organization close to our founder, Scott Dunstan’s, heart. Since 2002, the Charlotte-based charity has raised more than $21 million to support cancer navigation, improve quality of life and survivorship for cancer patients. Its signature events bring cyclists, walkers, survivors, families, and friends together for 24-hour tests of endurance, remembrance, community, and celebration.
“Community involvement is so important,” says Scott on his connection to the 24 Foundation’s mission and message.
In honor of his mother’s memory, Scott started riding in 24 Hours of Booty, the Foundation’s signature cycling and fundraising event. As the years progressed, many more people dear to him have been affected by cancer, including two close friends who lost children to pediatric cancer. In 2009, The Dunstan Group became the supplier of the 24 Foundation’s branded merchandise.
As the event grew and branched out to other cities, the message of fundraising for the important work of cancer navigation had to be consistent on all platforms across the country with cool, fundraising incentives, comfortable riding gear, staff shirts, volunteer shirts, fundraising awards, and branded merchandise for the 24 Foundation support store.
The Big Idea:
Each fall, The Dunstan Group works with the marketing and branding teams at the 24 Foundation to identify unique product, apparel, and designs that can help them excite participants, reach their fundraising and awareness goals, and provide long-lasting branding appeal. From a fundraising perspective, a high-quality incentive item may provide a tipping point for participants to make one more ask, send one more email, and reach that “next level.” The 24 Foundation’s two annual events are also supported by on-brand apparel, gear, and other goods that are available through the program’s online store.
The merchandise provided for the 2019 24 Hours of Booty includes 20 unique branded items from pens and bracelets, to bamboo sunglasses, hair ties, and even cowbells!
“The 24 Foundation developed into the hugely impactful non-profit it is today because of partnerships with like-minded individuals like Scott Dunstan and The Dunstan Group,” says Katy Ryan, Executive Director of the 24 Foundation. “Scott and his team are true partners. Each year, Scott participates in the event, raises funds on behalf of the organization, and helps us create a successful road map for recruitment and retention through our apparel, incentives, and promo items.”
The personalized attention is what keeps drawing 24 Foundation back to The Dunstan group year after year, says Ryan.
“The Dunstan Group always delivers more than expected each year, helping propel us forward as we seek to expand and improve upon our mission to provide cancer navigation and survivorship for all. This is why we always choose the Dunstan team. They care not just about what we do, but why we do it.”