Making the save: How 40 hockey players funded a new clinical trial (and the team that made it happen)

Michael Siebert and Brooke Rose
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Michael Siebert: Program Coordinator, Annual Giving, Office of Alumni Relations, University of Alberta, Canada
Brooke Rose: Director of Development, College of Health Sciences, Faculty of Medicine & Dentistry, University of Alberta, Canada

Journal of Education Advancement & Marketing, 2023, vol. 8, issue 1, 18-29

Abstract: In February 2021, the University of Alberta (U of A) partnered with the Cure Cancer Foundation and the World's Longest Game to hold the World's Longest Hockey Game to raise funds for the clinical trials for PCLX-001, a new drug to treat breast and blood cancers. The fundraising component of this 11-day event primarily utilised a peer-to-peer approach and was hosted on the U of A's crowdfunding platform. This paper aims to provide insight and recommend best practices for turning an event into a large-scale fundraising effort. The analysis will cover technical and logistical setup, as well as the outreach strategies that were a key part of the crowdfunding model's success. Also explored will be the storytelling, management and messaging necessary to create an authentic sense of community and meaningfully engage shareholders.

Keywords: philanthropy; fundraising; cancer research; third party events; crowdfunding; stakeholder engagement; volunteers; peer-to-peer; communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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