Ahmaud Arbery Foundation
Run with Maud 5K: Honoring Legacy Through Community Action
Overview
With just 30 days to launch, P Three Consulting developed and executed a communications plan for the Run with Maud 5K. The campaign mobilized 300+ participants, achieved break-even fundraising, and sparked 3,500+ social engagements, transforming the event into a signature community tradition honoring Ahmaud Arbery's legacy.
Context
The challenge was two-fold:
- To honor Ahmaud Arbery's memory in a way that felt authentic and inclusive.
- To build a campaign that generated registrations and fundraising success with limited lead time.
Landscape
Through conversations with the foundation and community stakeholders, we identified the key themes that would resonate: justice, healing, and unity.
Audience
Research into peer events revealed:
- Community-driven outreach is the most effective driver of registrations.
- Social media remains the fastest path to building awareness with limited time.
- Fundraising must be integrated into storytelling, not treated as separate.
Roadmap
The plan was refined into a multi-channel campaign:
- Community engagement: targeted outreach to running clubs, schools, and faith organizations.
- Digital strategy: social media campaigns with inspiring visuals and hashtags.
- Fundraising integration: messaging that connected registration with direct support for the foundation.
Implementation
- Created and executed a 30-day communications plan.
- Designed and distributed digital assets for social platforms.
- Coordinated runner sign-ups through both organic and paid digital campaigns.
- Integrated fundraising messaging into all touchpoints.
Tracking
Performance was tracked across sign-ups, fundraising totals, and engagement rates to measure progress toward breaking even.
Yield
The event achieved financial sustainability while also deepening community connection. Beyond numbers, the race positioned the Ahmaud Arbery Foundation as a voice for justice and healing, building long-term goodwill and trust.
Results at a Glance
- Exceeded registration goal within 30 days
- Achieved break-even fundraising for event sustainability
- Hundreds of participants virtually and in person across community groups and individuals
- Thousands reached via social media during the campaign period