We’ve taken on a new cause at RedBoots. The Exceeding Expectations Foundation, founded by Ironman triathlon legend Cherie Gruenfeld, encourages at-risk kids to move their lives in a positive direction, using the sport of triathlon as a vehicle.

In the next few months, RedBoots will provide pro bono support to Exceeding Expectations in a number of ways: Building a new Web site, conducting online marketing campaigns, sponsoring races, and encouraging RedBoots employees (and clients!) to raise money by participating in endurance athletic events. (We will donate $5 per mile to clients and employee who participates in triathlons of any distance, marathons, or other endurance sporting events! Our own Simon Heseltine will kick off with the Marine Corps Marathon this fall.)

Why Exceeding Expectations?

First, triathlon is the greatest sport on the planet (IMHO). No other sport can match the drama of triathlon. If you’ve never seen someone crawl across an Ironman triathlon finish line, stop reading now and watch Julie Moss in 1982 . Or take a moment to meet the father/son team of Dick and Ricky Hoyt. Rick is a paraplegic; with his Dad’s help he has crossed over 1000 triathlon and marathon finish lines, including several Hawaii Ironman races. There are thousands of stories like this in the sport of triathlon.

Second, triathlon provides one-of-a-kind lessons in life and achievement: Strength from adversity; don’t fear that mountain in the distance; one mile at a time; you can do more – a lot more –than you believe you are capable of (I could ramble on for hours). Using it to help at risk kids make better lives for themselves just makes sense. I love the concept.

Finally, we deal with a lot of clients in the nonprofit space who have “made it”. Their programs are running strong and they are raising astonishing amounts of money online each year.  Don’t get me wrong: We love those clients (they built our business)! However, Exceeding Expectations is a wonderful opportunity to work with an organization that is building from scratch. We expect to learn as much as we teach on this one (perhaps more).

We will post updates on our progress as we move along in this project. In the meantime, please consider donating to Exceeding Expectations and be sure to watch Cherie Gruenfeld attempt her seventh age-group win at the 2007 Hawaii Ironman championship on October 13^th.

Filed under: Non-Profits on Thursday, August 16th, 2007 by Nan Dawkins |
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