A smart structure for sustainable growth
EMF's breakthrough didn’t come from adding more channels. It came from integrating a segment that had been sitting largely outside the main event.
Young professionals aged 21–39 were primarily participating through a separate Cornhole event that required a huge amount of staff time—logistics, coordination, sponsor management—for relatively modest returns. It was loved, but it was heavy, and it wasn’t scaling.
Here's why it mattered:
From steady growth to a record-breaking year
The Distance Challenge has always been about community. People sign up not just to walk or run but to do it together—as colleagues or friends, united by a shared mission.
After crossing the $1 million milestone in 2024, the team set a bold goal: to go further, raise more, and create an experience that felt effortless and inspiring to join.
Their answer? A mobile-first campaign built on Funraisin, synced with a custom-built Nuclavis app, and designed to meet supporters exactly where they are.
“The two-way integration between Nuclavis and Funraisin made it easy for participants to move from desktop to mobile and see all of their fundraising and activity data wherever they were.”
- Maggie Dombroski, Director of Development, EMF
A mobile-first experience that meets people where they are
Something new began to emerge: a wave of young professionals eager to get involved. They were enthusiastic, competitive, and deeply motivated by the cause—but they weren’t always being engaged in a way that reflected their potential.
So EMF made a simple but powerful change: adding a custom registration question that allowed participants to self-identify as young professionals (ages 21–39).
That small tweak unlocked a new layer of strategy. The team could measure engagement, tailor messaging, and build community around a shared identity.
The result was an 8× increase compared to a previous event aimed at this same audience.
Young professionals:
Made up 37% of the registered participants
Raised more than $200,000, up 700% from $25k
Raised $428 on average
Secured an average of 5 donations each
Prefered running/walking over biking
Logged an average of 20 miles
Doubling down on giving with one big moment
Matched Giving has long been a hero element of the Distance Challenge—but this year, EMF took a new approach. Instead of multiple smaller matched moments, they hosted one high-impact Double Donation Day.
With a $150,000 match pool, real-time countdowns and badges, a simple backend setup, and clear communication to drive urgency, the result was remarkable: $300,000 raised in just 24 hours—a 34% year-on-year increase.
Total Impact Leaderboards:
Recognizing every kind of impact
Not everyone raises the most money. Not everyone runs the furthest. But everyone makes a difference.
To celebrate every kind of contribution, EMF introduced Total Impact Leaderboards—a custom view that combined fitness and fundraising data into one score. That meant more names on the board, more people feeling seen, and more motivation to keep going.
And for a global challenge, Funraisin’s capacity to convert kilometers to miles ensured a level playing field. Whether in Boston or Brussels, everyone competed together.
The result:
Growth across the board
Double donation day up 34% →
$149,247 in matchable gifts, fueling a $300k day
Online fundraising up 22% →
$1,114,520 raised online, up YOY from $912,320
Campaign revenue up 39% →
$1.4M raised, beating their $1.25M goal by $155k
Average donation size up 5% →
Average donation was $113.13, up from $107.99
Want to dive deeper on EMF’s $1.4M Distance Challenge?
In the case study, we break down the segment-first, mobile-first redesign—why young professionals were the highest-opportunity audience, and how page-to-app continuity kept them engaged from day one.
New to Funraisin?
Feeling inspired? If you're ready to level up your donation experience, book a demo to chat with a platform specialist. We'll show you how to bring it to life.
Already using Funraisin?
Let's get dreaming about your upcoming campaigns. You bring the inspiration and the ideas, and we'll help you make it happen. We're here to talk anytime... no idea is too big!
