Should you ever doubt the collective, transformative power of people using their talents for good, look no further than CreateAthon. Fourteen years ago, Cathy Riggs Monetti and Teresa Coles (former sorority sisters at Clemson and business partners since 1992) had the crazy idea to pull an all-nighter for charity. That idea has since spread to more than 75 agencies throughout the U.S., Puerto Rico and Canada, to numerous college campuses as part of the marketing curriculum and, just last month, to Capitol Hill as a national model for some of the world’s most influential business leaders.
CreateAthon (CAT) is a 24-hour creative blitz offering pro bono professional services in the form of strategic planning, marketing, design services and more. All are crucial to the success of any business, yet nonprofits in particular often lack either the in-house skill set or the funds necessary to hire someone to do the work. Since 1998, CAT volunteers have impacted 1,100 organizations and delivered more than $15 million in goods and services.
It all began at Riggs Partners, a creative marketing consultancy and an expansion of the agency Monetti founded in 1987. “That first experience was life-altering for everyone involved,” says Coles. “We were proud of what we’d accomplished in just 24 hours. Early the next morning when clients started coming in for presentations, we didn’t expect them to get emotional, and we certainly didn’t expect that of ourselves. Now it’s almost a joke to see who will cry first.”
On CAT’s fifth anniversary in 2002, the firm decided to expand the program for even greater impact. They trademarked the name and logo and started calling small to mid-sized firms throughout the country to introduce the program. Riggs still administrates the national network, limiting partner agreements to one participating firm or campus program per market. CAT recently received its own nonprofit status and is in the process of appointing a board of directors. With additional funding, they hope to hire a full-time administrator and additional staff.
“Without exception, everyone involved in CreateAthon says one of two things: ‘Why didn’t I think of this?’ or ‘This experience has changed my life.’ That’s powerful stuff,” says Coles. “One thing it has taught me is that regardless of client type, there’s always an opportunity to do good. If you look at all of your work through that kind of filter, it makes everything more meaningful.”
CAT volunteers are strong brand ambassadors, whether participating for the first time or the fourteenth. Local photographer George Fulton has been involved from the start.
“I’ve contributed photography since the beginning, but for the past three years I’ve done the full throttle 24-hour lockdown at Riggs. CreateAthon is like posture class – it immediately realigns your priorities,” says Fulton. “This past year I served as a creative director, which kept me dancing between five different teams, each with their own unique challenges. It was a divine dance with every member of every team, and I wouldn’t trade my dance card for the winning mega-lottery ticket.”
One challenge of working around the clock is what Fulton calls “the 4 a.m. smackdown.”
“Sometime around 4 a.m. it hits you that there are only a few hours left before the client arrives, but there’s a world more that you want to get done. It’s not the lack of sleep that gets you. It’s the sudden realization that 24 hours will soon be over, and you feel like you’re just getting started.”
Kelly Davis of Davis Public Relations and Marketing volunteered for the first time in 2011, contributing marketing plans, PR strategies and copywriting for several projects.
“I didn’t know what to expect,” says Davis. “I kept thinking, ‘How am I going to stay awake all night?’ In the first 90 minutes, I knew it was going to be worth it. It was wonderful to meet new people, refresh my brainstorming skills, collaborate with talented people whose work I’ve admired for years, and then that culminating moment when you show the client what you’ve done – wow. It gets in your blood right away. I want all of my friends and colleagues to know about it.”
CreateAthon’s exponential impact is best described by those who gratefully receive its gifts. Youth Corps, The Graduation Imperative, the Haiti Orphan Foundation and the Kershaw County Literacy Association are just a few local beneficiaries of this year’s efforts.
“It’s amazing what they accomplished in 24 hours,” says Jeff Becraft, executive director of Youth Corps, a year-long leadership program for rising ninth and tenth graders. “Everyone was warm, enthusiastic, patient, and you could tell they had plenty of fun. They set things in motion that will impact our organization for years to come. CreateAthon is a real model for change – people offering their expertise back to the community. Just imagine the impact if we had different sectors across the board doing that.”
A new initiative of the Central Carolina Community Foundation (CCCF) and other organizations aimed at improving college retention in the Midlands, The Graduation Imperative asked for branding, web and imaging services.
“The application process alone was extremely helpful in providing focus,” says JoAnn Turnquist, CCCF’s executive director. “They understood our objectives and helped us refine and develop them.
"Our reaction to what they produced – not the least of which was a fully functional website – was awe, tears, chills, and then a question: ‘How will we live up to this incredible opportunity?’”
Bruce K. Cope, M.D., is one of six founding members of the Haiti Orphan Foundation, formed after a medical missions trip to aid victims of the 2010 earthquake.
“After learning more about the concept behind CAT, I was hopeful to somehow be a part of such generosity,” says Cope. “The idea that our newly formed organization could have a professional team evaluate and direct us on items ranging from strategic planning to brand establishment was simply a blessing from God. Their work allowed us to reach a level of professionalism and forward thinking that would have taken years. To think all was done in a matter of 24 hours is unprecedented and a credit to what can be accomplished with love, passion and caffeine. Thank you is not enough.”
“They seemed to read our minds, and treated our little nonprofit with as much professionalism and respect as if we were a large, paying account,” says Paula Scarborough, community volunteer and board member of the Kershaw County Literacy Association. “My reaction was very emotional. It was like a scene from Extreme Makeover. I was expecting it all to be good, but it was downright powerful.”
“To me, there are two key takeaways,” says Turnquist. “For recipients: find a way to give back so that others can benefit from these gifts as well. And for potential business partners and volunteers: remember that the nonprofit sector contributes to your social safety net. As a financial donor or hands-on volunteer, your participation truly affects the quality of life for all constituents. At any level, the multiplier effect of your involvement is just incredible.”
Learn how to become a donor, volunteer or beneficiary of CreateAthon 2012 at www.CreateAthon.com.