ManeGait, a non-profit therapeutic horseback-riding center, provides hope and changes lives for children and adults with disabilities. At one time, ManeGait was operating with only two uncovered outdoor arenas for their riders to use and enjoy. Many lessons would have to be canceled due to unexpected weather. Saddened by the disappointments that followed canceled lessons, the center was determined to begin building a covered arena for its riders.
Agency Entourage created first ManeGait’s first Annual Appeal, which utilized non-traditional methods with an aggressive viral marketing strategy to raise funds for the organization. The fundraising goal was set at $15,000. The response to the videos nearly tripled that amount. The viral videos not only saw a higher response rate than initially expected, but also spurred the emotions of the McKinney Economic Development Council. In response, they generously donated a remarkable $125,000 toward the cost of ManeGait’s new covered arena.
The Agency Entourage team produced three heartfelt stories about the success riders experience at ManeGait. These videos were distributed to ManeGait’s supporters through an email marketing strategy, which allowed for easy sharing. Thanks to the help of ManeGait supporters, thousands of people viewed the videos and donated money to the cause.