Tips for Creating Cause Ambassadors

"We needed to do this with a twist," Sullivan says. "We needed to give this kind of a “house party, do your own fundraising thing, something different than the walks and traditional rides because we're counting on you, as the ambassador, to create your own event’ [feel] … so it's probably taken a year or so to figure out what that platform is. How to give them ideas, how to fundraise."