Susan G. Komen makes major changes to fundraising event

Cherri Gregg
January 15, 2019 - 4:26 pm
After 28 years, Race for the Cure is no more, and a new event will replace it.

Cherri Gregg/KYW Newsradio

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PHILADELPHIA (KYW Newsradio) — Susan G. Komen Philadelphia announced Tuesday that it making a major change to its Mother's Day fundraiser. After 28 years, Race for the Cure is no more, and a new event will replace it.

On May 12, 2019, Komen Philadelphia will debut the first annual More Than Pink Walk.

"We realized we had to change our focus on Mother's Day," said Elaine Grobman, CEO.

She says leaders of Komen Philadelphia came to a crossroads in recent years. While participation in Race for the Cure was up, registration had been down for years and fundraising had plateaued.

"We loved that they come, but they are not supporting our mission just by coming," she said, "no money, no mission. So we realized we had to change our focus."

To boost excitement and to compete with the scores of other races battling for funds, Grobman says they decided to act boldly by changing what happens on Mother's Day. 

Instead of a race, they'll do a walk. Instead of focusing pink, it will be just one of many colors.

"We are more than just pink," said Grobman, who notes their new branding includes purple, blue, green and orange. "You're going to see a lot of different colors."

"What we realized is people want to gather together more than run," said Fred Stein, who has planned the Mother's Day event for years as a volunteer. 

He says of the 10,000 people who showed up last year, only 500 ran. So they are putting up several huge tents so that people can gather and learn about what Komen actually does.

He says they'll have tents focused on research, care, community and action. Each will include professionals that will teach attendees about breast cancer.  

But Stein says attendees can still dress up and the focus, of course, will remain on the survivors. 

"They'll lead us in the walk," he said, "it'll be a leisurely walk. There's a lot music, food and festival atmosphere."

Stein says they'll push the start time back to 8 a.m from 7 a.m. In addition, festivities will continue until noon. They also rolled out varying pricing for the walk, with early registration starting at $20.  

The goal is to raise $2 million.

"People are excited," said Stein. "We have more sponsors and we've had more registrations at this point than we've had in the past 10 years."

For more on More Than Pink Walk, click here