By Olivia dePunte
The Numbers for Nonprofits Program raised a record-breaking $9.98 million for Massachusetts-based charities. The powerhouse behind the program? Andrea Norris, who pushes to streamline the process for team captains each year to keep up their record-breaking streak.
Norris has been full-time as the Program Manager for the Falmouth Road Race since March 2020, previously working in retail sales. In addition to running the Numbers for Nonprofits Program, she also manages the Race Benefactor Program, which gives private citizens, businesses, and charities the opportunity to purchase packages of up to 20 bibs as a tax-deductible donation to Falmouth Road Race, Inc.
“It’s been incredibly fulfilling,” says Norris. “It helps to care about what you’re selling.”
Over the past six years, Norris has helped the Numbers for Nonprofits Program break its fundraising record every year, even doubling the annual amount raised since she came on board. That growth builds on a legacy of giving: Since its inception in 2000, the Numbers for Nonprofits Program has raised a grand total of $90.38 million.
At the heart of her work is helping the charity team captains who raise those funds succeed. Norris manages over 200 team captains, who collectively oversee a network of more than 4,000 charity runners.
While teams vary in size, Norris ensures all captains have the information and individualized support they need to do their personal best. Her teams range from more than 350 Dana-Farber runners, who raised a record $1.2 million this year, to small-but-mighty teams of five – “It really runs the gamut.”
Part of helping teams succeed means finding creative solutions when challenges arise. Through the program, teams have the option to buy and sell bibs among themselves. “So if one team is struggling and another needs bibs I will connect them,” says Norris. “And encourage the struggling team to sell their bibs so all bibs are filled with fundraisers.”
Keeping the program growing requires continually brainstorming new ideas to help captains get the most out of their bibs. “We’ve implemented different strategies throughout the years to help team captains raise more and get the most return on investment with their bibs,” explains Norris. “I keep thinking of new ways to support them.”
Some of those strategies include requiring every charity runner to raise at least $1,500 and creating a strong incentive program to encourage runners to reach their fundraising milestones. But there’s more to the story than the numbers.
Over the years, she’s found that the team captains who are most successful are very invested in their runners with great follow-up and communication. “It’s also important to choose runners who have a strong why and connection to the organization’s mission.”
Her advice to charity runners themselves? “The first thing they need to do is make sure their individual pledge page has their personal stories and photos so people can connect with their journey. And social media sharing is huge. It’s easier than ever to click a link to donate.”
Charity teams are accepted in December and begin registering runners in February. By the time general registration opens, charity runners are already in the full swing of fundraising. Fundraising remains open until the end of September, and after wrapping up that year’s program there’s hardly a beat before she begins reviewing the next year’s charity team applications.
“There is no slow season for me,” laughs Norris. “But I anticipate the rhythm of the year as things ramp up from pretty busy to insanely busy.”
She closely monitors the fundraising number in the “insanely busy” lead-up to the race, and steps in to assist teams who are having trouble filling bibs or hitting their targets. That steady work builds toward race day, when buzz around the event often gives fundraising an extra boost.
“My personal goal is to beat last year’s goal by race day,” shares Norris. “There’s a lot of momentum leading up to the race and a few days after. I feel great about hitting our goal of $9 million but I always know I have to beat it next year, I don’t rest on my laurels.”
With the program nearing the $10 million mark in annual fundraising, next year could bring its biggest milestone yet. And if Andrea Norris has anything to say about it, the record won’t stand for long.