Fundraising Gone Wild!

The event also was promoted through social media — Facebook friends and Twitter followers were encouraged to participate, fundraise and donate throughout the year — search engine optimization and online advertising.

"We use things like Facebook advertising, which works very well because we only pay on a pay-per-click basis," Davies says. "So there's no wastage on that — we're only paying for people who come to our website, and the website, hopefully, converts them into runners. We've also had some success with affiliate advertising on running websites that featured our events."