The Case (Studies) for Social Media
A widower who lost his wife to breast cancer, Nelson also was a supporter of the Lance Armstrong Foundation, and one day he sent the manager of Armstrong's racing team, Johan Bruyneel, a résumé that he posted on his blog, proclaiming his desire to ride and train with Armstrong's Team RadioShack. Wouldn't you know it, Bruyneel wrote back, telling Nelson that if he raised $10,000 for the LAF and another $10,000 for World Bicycle Relief, he would fly Nelson out to cycling camp. And if he raised $25,000 in a week, he'd get a Trek road bike.
So Fat Cyclist took to his blog and Twitter, putting out the call to all his followers and readers to make donations. Using Blackbaud's Friends Asking Friends tool for the fundraising, he raised more than $100,000 in three days — all through social media. Bruyneel stated that if Nelson raised $50,000 for each organization, Trek would donate a 2010 Paris Finishing package for him to witness the end of the Tour de France in person, airfare included.
"In less than a week, he ended up raising somewhere around $130,000 — $60,000-plus for LAF and $60,000-plus for World Bicycle Relief," Blackbaud's Barry says. "There were tons of other sponsors that got involved; people donated bikes and all kinds of crazy stuff. It was amazing watching it transpire. His community was going crazy."
So Fat Cyclist not only lost weight, but he also raised tens of thousands of dollars for two organizations, got to ride with his heros on Team RadioShack and traveled to the final day of the Tour de France — a social-media fundraising success story if there ever was one! FS