Driving National Awareness and Donations through Emotional Storytelling


To rise above a declining athletic fundraising industry and an oversaturated media landscape, Cone sought to elevate the national and regional profile of industry pioneer, Pan-Mass Challenge (PMC). The result: a media relations and thought leadership program that helped pave the way for the PMC’s most successful year in 2017, with $51 million raised by passionate riders to benefit Dana-Farber Cancer Institute.


  • Reached more than 224 million people with the PMC’s message through national and widespread local media coverage in outlets like ABC News Online, Buzzfeed, TODAY Online and more.
  • Solidified PMC executives as thought leaders in the athletic fundraising industry with in-depth national media interviews in Fox News Health and Forbes and with speaking opportunities and awards recognition including Boston Business Journal’s 2016 CFO of the Year Award in the Nonprofit/Government category.
  • Increased fundraising and registration results year-over-year as many other events in the industry experienced declines in participation and donations.

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