Marching Miles is a state-wide Ohio credit union event that raises money for Children's Miracle Network for the six Children's Hospitals throughout Ohio. In the past Marching Miles has been a multi-day, multi-mile relay of sorts, leading up to the annual convention.
Over the last four years the event cumulatively has raised nearly a half a million dollars. Not bad for a young event. So why was I hired to help out? Well . . . .
The event has plateaued over the last couple years, attendance is low and logistics throughout the credit union community is slightly confusing.
So, last week a spent a couple hours with the Steering Committee performing a SWOT analysis to develop a solid strategy and direction as the event moves forward. As we were discussing Strengths, Weaknesses, Opportunities and Threats it was quickly uncovered that a big part of the problem was brand confusion. Was Marching Miles just an event or the actual umbrella for all things Children's Miracle Network Fundraising?
I'm happy to report that after two hours with the group I was able to help them come to some decisions, focus, as well as the beginning of creating a new strategy to grow the fundraising capabilities for the Ohio Credit Union League and it's chapters across the state.
For 2011, we look to bigger and better changes which should transfer to more support for Children's Miracle Network and the local Children's Hospitals throughout Ohio!