Case Study: SoCal Ride
Helping Build One of the Nation’s Premier Parkinson’s Fundraising Events
The SoCal Ride was founded with a simple but ambitious mission: unite cyclists, families, and supporters in Southern California to accelerate research toward a cure for Parkinson’s disease. In just a few short years, the Ride has grown into one of the country’s premier fundraising cycling events, bringing together hundreds of participants who share a common purpose—funding groundbreaking Parkinson’s research through the Michael J. Fox Foundation for Parkinson’s Research.
Since 2020, Do Good Marketing has served as the SoCal Ride’s digital marketing partner, helping the organization strengthen its online presence, expand its reach, and support continued growth in participation and fundraising.
The Challenge
As a growing nonprofit event, the SoCal Ride needed more than an attractive website. It required a digital marketing strategy capable of reaching new participants, engaging returning riders and donors, promoting fundraising efforts, and providing a seamless online experience from registration through event day.
The organization wanted to increase awareness throughout Southern California while building a sustainable marketing program to support long-term growth and maximize its impact on Parkinson’s research.
Our Solution
Do Good Marketing developed and continues to manage an integrated digital marketing strategy focused on increasing visibility, improving participant engagement, and supporting fundraising success.
Our partnership includes:
- Website design, development, and ongoing management
- User experience improvements to simplify registration and donations
- Google Ad Grant management to increase search visibility and attract new participants
- Meta (Facebook and Instagram) advertising campaigns targeting cyclists, supporters, and prospective donors
- Digital campaign strategy and optimization
- Website enhancements that keep the event fresh, informative, and easy to navigate
Together, these initiatives have helped the SoCal Ride expand its digital footprint while providing participants and donors with an engaging online experience that reflects the event's energy and purpose.
The Results
Over the past six years, the SoCal Ride has experienced significant growth in both participation and fundraising, establishing itself as one of the Michael J. Fox Foundation’s premier independent fundraising events.
Campaign Highlights
- Raised more than $1.18 million for Parkinson’s research since its founding
- Continues to grow rider participation, fundraising teams, sponsors, and community engagement each year
- Recognized as the second-largest single-day fundraising event benefiting the Michael J. Fox Foundation for Parkinson’s Research
- Expanded awareness throughout Southern California through strategic digital marketing and online engagement
- Built a strong community of riders, volunteers, donors, sponsors, and families committed to ending Parkinson’s disease
Why It Matters
The success of the SoCal Ride demonstrates how thoughtful digital marketing can accelerate the growth of a nonprofit fundraising event. By combining a compelling online experience with strategic advertising and ongoing optimization, the Ride has continued to attract new participants while strengthening relationships with returning supporters.
Today, the SoCal Ride is recognized as one of Team Fox’s most successful fundraising events, generating critical funding that helps advance promising Parkinson’s research and move the world closer to better treatments—and ultimately, a cure.
Do Good Marketing is proud to continue supporting the SoCal Ride’s mission through strategic marketing that inspires participation, strengthens fundraising efforts, and amplifies the organization’s impact.
Client review
They do top notch work, and I can't recommend them enough.
“Do Good Marketing has taken care of our webpage for 2 1/2 years. We have a bike ride to support The Michael J Fox Foundation and because of the webpage that Do Good Marketing put together for us, our fundraising has grown from $6000.00 to $150,000 in five years. To say they are fantastic would be putting it mildly. Michael Haviland and his group are very conscious of their customers wants and needs. They listen intently as to what their customer’s needs to get the job done, and then they act, always keeping in mind the customer’s aims in selling their product or getting the word out to the target audience. They do top notch work, and I can’t recommend them enough. You want the best, then go with Do Good Marketing.”
Bob Lear
Socal Ride