ESPN’s 12th annual V Week for Cancer Research raised more than $8.3 million for the V Foundation, a record. That represents an 83 percent year-over-year increase.
Front Row asked Brent Colborne, senior director of programming and scheduling and chair of the V Week Committee, about the 2018 fund-raising success.
How was this year different from all others?
We stayed true to the mission of leveraging all ESPN platforms to build awareness of the V Foundation and generate funds, but this year it was essential to engage other partners.
What were the driving forces for this year’s success?
The fundraising goal was to surpass $5M, and to hit over $8.3M is a true testament to the hard work, passion, and creativity of the people at ESPN. Fundraising was up year-over-year this year, and each new program brought in new audiences/fans/donors to the V Foundation. Quality storytelling and impactful features anchored these initiatives across our networks throughout V Week.
What are your teams’ goals for next year and what messaging do you want fans to remember?
Goal No.1 is to exceed $8.3M. I believe we will accomplish that by creating new and bigger initiatives that are set up to generate a high level of awareness and funds. It’s important to convey the fact that we are working as a team toward one common goal, which is to eradicate cancer.