Case Study:
Foundations & Charities
“As these incredible athletes seek championships on the field, court or diamond, we are thrilled for them to join our team as we move closer to winning our championship – Victory Over Cancer®. The only path to achieving Victory Over Cancer® is through funding game-changing research and all-star scientists. We are incredibly thankful for Postgame and the athletes participating who are supporting pediatric cancer research through this campaign.”
-V Foundation Chief Marketing Officer Roger Ferguson
The V Foundation for Cancer Research – established in 1993 by ESPN and legendary college basketball coach Jim Valvano – is dedicated to achieving Victory Over Cancer®. To continue their incredible fundraising efforts and to connect deeper with college athletics in unique ways, The V Foundation partnered with Postgame to activate around Childhood Cancer Awareness Month in September 2024.
The Challenge: Gen Z connectivity and fundraising support
Despite its storied history and inspirational legacy, the V Foundation faced two key challenges:
Increase Relevance with Gen Z: Sharing Jim Valvano’s story and mission with a younger audience to build a lasting connection.
Drive Donations: Raise funds to advance pediatric cancer research during September – Childhood Cancer Awareness Month – and throughout the rest of 2024.
The Solution: A multi-phased campaign led by college athletes across the country
The V Foundation turned to Postgame – and their NIL campaigns expertise and 75,000+ college athlete network – to launch a two-phased program featuring college athletes as fundraising ambassadors, emphasizing scalable impact through authentic social media-driven storytelling and a gamified fundraising experience. Key campaign elements included:
Athlete Participation:
Phase I: 60+ athletes participated, including high-profile stars like RJ Davis (North Carolina), Hunter Dickinson (Kansas) and Dylan Andrews (UCLA)
Phase II: 100+ athletes are anticipated
Platform Integration:
Each athlete received a unique donation URL, distributed via the Postgame App.
A public leaderboard displayed individual and collective fundraising efforts, creating a competitive, engaging experience similar to GoFundMe.
Social Media Strategy:
Each athlete posted 5 times during the campaign:
1 Instagram Feed Post
1 Instagram Reel Video
3 Instagram Stories (all linking to their donation page).
Donation links were also placed in athlete bios to maximize visibility.
NIL Contribution:
A portion of athlete NIL earnings on Postgame during September was donated to the V Foundation as cash and service value.
The Result: Authentic athlete storytelling and impact
The campaign emphasized authentic storytelling through college athletes’ personal connection to the cause, amplifying awareness and driving donations.:
Nearly 1 million social media video views in September
Many athletes raised thousands of dollars individually, contributing to the Dick Vitale Childhood Cancer Research Fund.
All proceeds directly supported pediatric cancer research, exemplifying the power of NIL for social good.
What’s Next:
The second phase of Postgame’s campaign with The V Foundation campaign will launch in November/December, engaging over 100 athletes to amplify donations during the holiday season. The collaboration between the V Foundation and Postgame continues to showcase the power of NIL campaigns - and college athlete ambassadors - to drive awareness, fundraising and social impact.
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