2019 Sponsorship Report
Community and Youth Engagement
As a nonprofit organization, we pride ourselves on giving back to our community through a variety of events supporting worthy causes and local youth.
Our community of passionate people inspire each other to reach their goals everyday. We host two weekly run clubs on Mondays and Saturdays, which aim to motivate people to run consistently and stay involved in our community. Beyond the events and races that we host, run club members have a group of training partners. Most importantly, every runner that interacts with Boston Road Runners becomes a friend. Our run clubs are free, consistent, and open to all. Everyone is welcomed with open arms, regardless of ability or experience.We have six ambassadors that help make this supportive environment possible. BRR ambassadors are energetic leaders that represent our organization and encapsulate our mission. They inspire our runners, such as through motivational posts on social media of their own running pursuits.
Because our community gives so much to us, we love giving back in any way we can. We partner with several nonprofits and assist these organizations with putting on road races in order to raise money for a cause they care about. One of our partners is the MataHari Womens’ Workers Center; we fundraise for their efforts towards social justice. We also use our platform to raise awareness for other causes, as seen through races like our Run for Suicide Prevention and International Women’s Run. By helping these nonprofits organize running events, we not only fundraise for important causes, but we help bring our community together and raise awareness for critical issues.
“BRR is an excellent organization! When I first came to Boston as a freshman in pharmacy school I struggled with finding a group that I really connected with and with running accountability! BRR has given me some of the best couple of years of my life here in Boston and I am grateful for the new friends and good times!” - Leah Cherry, BRR Ambassador
“Running has always been my passion, and with BRR it’s a way to share my passion with others! It’s a friendly and non-judgmental community of folks who love running.” - Mae Gillaud, BRR Ambassador
We want to encourage kids to run to help them stay active and learn how fun exercising can be. To make this happen, all of our road races have discounts for runners aged 18 and under. We also put on special community youth races. All expenses are paid for by BRR and are free for our youth runners. In 2019, we partnered with Mendell Elementary School of Boston Public Schools to host the Mendell Mile. This untimed race invited children in grades 1-5 to run 1 mile. We had a total of 206 children running at this event alone. It is our goal to make all of our events free for our youth runners in the future.
Beyond the events we host, we partnered with local youth programs at the end of 2019 such as: ChildObesity180, Girls on the Run, Boys & Girls Club, Title IX Girls, and Road to the Right Track. These partnerships help drive youth engagement in all of our races, inspire children to be active, and support the work these organizations do.
Run Club Community
Our weekly run clubs are the heart of the Boston Road Runners community. The Boston Road Runners run clubs, hosted on Mondays and Saturdays, are free and open to people of all ages, skill levels, and backgrounds. We also host special run club events. Like our run clubs, these races are free and open to everyone. The majority of participants are run club members, however, because the races occur at the same date, time, and location of our run clubs.
We seek to foster a community of inclusion and enthusiasm and are always looking for new members to join and contribute to our community. Our run club promotes solidarity among runners who are like-minded in their running goals and who can help each other grow as athletes, leaders, and community members.
Participants in the run club are primarily female (63%). The median age of runners is 29 years old. The majority of runners are between 19 and 39 years old, making up 77% of participants. However, we have runners between 18 to 79 years of age. There is a place for everyone at Boston Road Runners.
Of our Massachusetts runners, just over two thirds (68%) live in one of four major cities: Boston, Cambridge, Somerville, or Brookline.
The average mile pace is 9 minutes. 74% of our runners run between 8 and 10 minutes/mile. Though most runners run in this range, we welcome runners of all speeds, and all people are bound to find a training partner in our run club. The chart below emphasizes that runners of all abilities can find their place at Boston Road Runners.
In 2019, Boston Road Runners inspired 1,714 people to run. 1,497 (87%) of these individuals participated in our 11 special events such as seasonal races and other competitive events. 217 people (13%) participated in our 8 run club events in 2019. We debuted 10 new events in 2019, including the Mendell Mile, a 1-mile fun run for students in grades 1-5. Our most popular events were the Turkey Trot (490 registrants), the Mendel Mile (206 registrants), and the Cider Donut Run (198 registrants).
Sex of Runners
Similar to other years, in 2019, BRR saw more female runners than we did male. Around 58% of our runners were female, compared to the 42% male runners we saw. There was a larger proportion of male runners participating in our special events than our run club events: 44% of special event participants were male, compared to the 34% of our run club participants who were male.
Age of Runners
Runners of all ages came to run with us in 2019, ranging from 7 to 67 years old. Most of our runners are between 19 and 29 years old, with 42% of runners falling into this age group. We also saw many runners in their 30s, with 21% of runners falling between 30 and 39 years of age. Our youth engagement was also significant; 15% of the runners we saw in 2019 were 18 and under.
Home of Runners
The chart below shows a map of Massachusetts with cities marked by a color coding system that indicates the number of runners who registered for a race in 2019 who come from that city. The key indicates the range in the number of runners that each color represents.
22% of our runners came from Boston, followed by about 17% from Arlington, 7% from Cambridge, and 6% from Somerville. The following graph is a zoomed in version of the one above.
Of the people who provided their home state, Massachusetts was by far the most popular, with about 90% runners calling it home. Additionally, 93% of runners live in New England.
Racial Identities of Runners
When asked about their racial identities, nearly 69% of runners preferred not to disclose that information. Of those who did report their racial identities, 23% identified as Caucasian. About 6% of our runners disclosed that they identify as Asian, followed by 1.5% identifying as Hispanic or Latino, and almost 0.7% as Black or African American. About 0.2% identified as American Indian or Alaska Native, and 0.1% as Native Hawaiian or Other Pacific Islander.
Note: the above graph is meant for illustrative purposes only, and is not drawn to scale
Education Levels of Runners
Almost half our runners chose to not share their education level. 29.0% shared that they have at least a college degree. Another 21.2% of our runners are listed as “Youth,” which means that they are 13 years of age or younger. Considering our significant youth engagement, we anticipate that many of those who have Youth or High School education levels will seek higher education in the future.
Annual Household Incomes of Runners
About half of our runners did not feel comfortable disclosing their annual household income, as this is sensitive information. However, the running community and our run club members are our friends; through our conversations with them, we have heard that many of them hold senior positions in their companies, leading us to assume that the majority who did not share their income are upper middle class.
In addition, about 29% of runners in 2019 qualified as Students in this category - people 21 and under who did not otherwise provide any income data. For those who did report their income, many of our runners tend to be wealthy. About 10% of runners reported an annual household income of $100,000 per year or more, with 6% of those earning $150,000 or more.
The data below comes from Google Analytics reports on our website, bostonroadrunners.org.
Age of Website Users
The age of our website users is similar to the age distribution of our runners. There is a definite peak for people in their 20s and 30s, especially for those 25-34. There is also a similar decrease in users 40 and above that we saw in our runners.
Location of Website
Similar to our registered runners, BRR website visitors were overwhelmingly from the United States. However, we saw an immense increase in international web traffic in comparison to race registration. This could be due to people across the globe looking for a local run club and accidentally coming across our website. Alternatively, if they are interested in our events, it may not be geographically feasible for many people to come to the US for our events.
Website Traffic Patterns over Time
The graphic below shows website traffic patterns for both new and returning users of bostonroadrunners.org. We see relatively consistent traffic for the first five months of the year, with a slight decrease in traffic during the summer. Starting in September, there begins a significant increase of traffic in the fall, peaking in mid-November. This may be tied to the popularity of Turkey Trot races, such as the one that Boston Road Runners offers. Additionally, as we saw in run club registrations, runners seem to be more interested in Boston Road Runners in the fall than in other months. There could be more interest in fall races, or the community provided by our club may be most appreciated by people in the fall and winter months compared to summer.
This data is from Boston Road Runners’ Facebook account from January 1, 2019 to December 31, 2019. As of December 31, 2019, we had 2,805 likes from unique users of our Facebook page. There are two main time periods where our page was growing in popularity faster than average: the very end of April 2019 to the beginning of July 2019 and the beginning of November 2019 to the end of December 2019. These two time periods are very different from each other - one covers the summer, the other covers the winter - but they may suggest an increase in popularity as people prepare for fall and spring racing seasons.
Total reach is defined as the number of unique users who had any content from our Page or about our Page enter their screen. This includes posts, check-ins, ads, social information from people who interact with our Page, and more. In 2019, we reached 109,804 unique users. The quarter with the highest average daily total reach is April to June of 2019 at 562.2 people.
The following graph breaks down the people who have liked our Facebook page by age group. It is clear to see that the most popular age groups are 25-34 years old and 35-44 years old, accounting for 68.6% of likes. Additionally, 65.5% of our page’s likes come from females, 33.7% come from males, and 0.8% come from undefined genders.
The graph below shows the gender breakdown of the Facebook users in each age group who have liked our page. Since there are so little likes from 13-17 year olds, they cannot be seen on this graph, but 67% of 13-17 year olds giving us likes are female. The age group with the highest percentage of females is 18-24 year olds, with 73.0% being female. The percentage of females in each age group slowly decreases as age increases, eventually hitting 52.6% female participation in 55-64 year olds and 55.7% female participation in 65+ year olds.
Likes of BRR’s Facebook Page by Massachusetts Cities means the number of unique users who have liked Boston Road Runners’ Facebook Page by December 31, 2019, broken down by the Massachusetts cities these people call home. Boston has far and away the most number of likes; Boston has 952 likes and the next closest city, Cambridge, has 97 likes. The chart below shows a map of Massachusetts with cities marked by a color coding system that indicates the cities’ number of likes of our Facebook page. The key indicates the range of likes that each color represents.
Likes of BRR’s Facebook Page by Massachusetts’ Cities
The pie chart below shows likes for the 9 most popular cities in Massachusetts for Boston Road Runners and groups the rest of the cities into an “Other” category.
In 2019, Boston Road Runners sent out 38 emails. The month where we sent out the most emails was November, with 12 emails. We also sent out 10 emails in September. There is a wide range in the number of people receiving emails; 25% of our emails went to 193 people or less, but another 25% of our emails went to 2,950 people or more. Our emails are sent to 4,645 people on average. The largest number of people we have sent an email to is 21,515 people. In total, we have sent emails to 176,496 recipients in 2019. On average, 46% of recipients opened the email at least one. Our emails have roughly twice as many total opens as they have unique opens, meaning that the people who choose to view the email will view it twice, on average.
In 2019, Boston Road Runners had a total income of $33,987.93. Most of our income comes from race fees, partnerships, and donations. Sponsorships are a critical element of our income. BRR prioritizes our mission of inspiring the community to run, and without generous sponsors, Boston Road Runners would be unable to inspire runners. We would not be able to host the variety of events that we do, including our youth initiatives, without sponsorships. In 2019, about 17% of our income came from partnerships with sponsors, 69% from racing fees, and 14% from donations.
In 2019, our expenses totaled $36,121.72. Our expenses go toward a variety of outlets, mainly operational expenses and community and youth initiatives. As a nonprofit, giving back to our community is important to us. We prioritize our youth programs, as they encourage young people to get active at an early age and engage in the community. This year, over 50% of our total expenditures came from community and youth initiatives.
Thank you to everyone who makes Boston Road Runners possible, including our runners, volunteers, donors, and sponsors! We are very grateful that we are able to continue to grow our community. We love our runners and the positive impact that we are able to make on their lives. All of us at Boston Road Runners are so thankful for the support from sponsors and partners that allows us to do what we do.