826 had an engagement problem.
As a non-profit devoted to the writing side of literacy, they need a steady stream of 20-somethings to get interested, to volunteer in the programs that help kids become better writers, and to eventually become the donors that keep 826 vital and growing.
But there weren’t enough 20-somethings getting involved. What could 826 do to get them to notice and take part?
That’s when we came up with the idea of the Half Half Half Half Half Marathon.
Staged a couple of weeks before the Boston Marathon, the Half Half Half Half Half Marathon catches people’s attention and gives them a hilarious way to get involved with the race and the cause of 826 without taking itself too seriously.
The Half Half Half Half Half Marathon brought in hundreds of new faces in its first year, raised more than $26,000 from mostly non-wealthy new donors, and was a boon to engagement, so much that it became an annual event that has now been picked up by other 826 chapters across the country.
Because 26.2 miles is a long way to run, and 13.1 is also borderline crazy.
