CreateAthon: The Power of Believing In An Idea
“A tiny, crazy idea we had. In a tiny market. It’s grown beyond our wildest dreams.”
There was a time in marketing when great ideas were fiercely guarded. Riggs Partners of Columbia, SC helped shift the industry in 1998 (then 10 years into life as a traditional full-service marketing firm) by sharing an innovative concept and helping it grow.
The agency's commitment to provide a 24-hour block of full service pro bono work to community nonprofits has grown into a national marathon movement. Sixteen years later, they have seen 87 agencies and partner organizations provide more than $15M in services to over 1,275 nonprofits across the United States, Canada, and Puerto Rico.
In a recent interview, CreateAthon co-founder Cathy Monetti spoke with me about her upcoming CAPRSA Spring Conference presentation (May 5th @ 10:45am) and gave me a glimpse of what she hopes attendees may gain from her talk. Here are some of my favorite take-aways:
1.) "It's becoming a Must Do to provide pro bono service." Cathy passionately believes that pro bono service should be a part of the culture of your company. "It's the right thing to do, but it's also becoming requirement. I think that's largely because of the millennial generation, who feel that it's vital."
2.) "You will get back more than you give if you do it." She emphasizes that CreateAthon has shaped their company's cultural base and has been powerfully transformative. Participants consistently count CreateAthon as a defining event in their lives both- personally and professionally.
3.) "We get them, and they know that we get them." Yes, Riggs has transitioned a few CreateAthon service recipients into client relationships over the years. But that has never been the intent or mission. What they've found is that their commitment to the nonprofit community and understanding of the challenges they face have positioned them well for bigger clients within that realm.
In case you cannot attend the May 5th presentation, here are a few ways you learn more about CreateAthon and help it grow. Currently, there are 3 professional arms:
- Agency Model
- Club Model ( i.e. PRSSA, AAS)
- University Model (on campus, student-driven)
- Corporate Model (i.e. Discovery Network)
There is currently no cost to participate as long as you agree to meet minimal CreateAthon Network requirements (which are outlined in a partner agreement) and use the CreateAthon logo. They provide quite a bit of backend support and substantial benefits, such as inclusion in national PR.
For more information on how to join, or to spread the word, visit the www.creatathon.org.
Cathy Monetti, Riggs Partners
CAPRSA Presentation:
Monday May 5th 10:45 am - 11:15 am.
Cathy Monetti
Riggs Partners, Founder & Brand Strategist
Founder, CreateAthon
@cathymonetti @davispr
cathy@riggspartners.com
