Dance Marathon + CU4Kids
The Power of Community: How UT Federal Credit Union and VOLthon Forged a Lasting Partnership
In the dynamic world of sponsorships, finding the right partner can make all the difference. For the University of Tennessee’s VOLthon, a student-led Miracle Network Dance Marathon program of Children’s Miracle Network Hospitals (CMN Hospitals), the unexpected loss of their presenting sponsor at the start of 2024 brought immediate uncertainty. However, instead of a void, the students quickly rallied, seeking a new ally deeply embedded in their community. Their search led them to UT Federal Credit Union, a local institution that proved to be the perfect match, facilitated by their shared commitment to CMN Hospitals.
A Partnership Rooted in Local Community
UT Federal Credit Union is more than just a financial institution; it’s a pillar of support for the University of Tennessee community, with branches both locally and directly on campus. This strong community connection was naturally extended through its long-standing collaborative relationship with the local children’s hospital, which played a vital role in introducing students to the credit union’s mission.
When VOLthon needed a new sponsor, UT Federal Credit Union eagerly stepped in. This was a clear “people helping people” moment, perfectly aligning with the credit union’s core mission. Despite the quick turnaround, the credit union recognized a unique opportunity to deepen its connection with students and expand its reach within the community, all while supporting children’s healthcare.
A Collaborative Community Effort
With just a month before the main event, UT Federal Credit Union and the VOLthon student leaders held a strategic meeting. The credit union’s involvement went far beyond financial contribution; they actively engaged with other local partners, designed event banners, and collectively organized social media campaigns. This deeply collaborative approach to sponsorship ensured both parties benefited from increased exposure and engagement, amplifying the impact for CMN Hospitals.
For the students, the credit union’s tangible presence on campus and clear dedication to the cause sent a powerful message of genuine care. UT Federal Credit Union’s involvement wasn’t merely a logo on a banner; it was active participation, demonstrating their unwavering commitment to the community and the children treated at their local hospital.
Mutually Beneficial Impact
For UT Federal Credit Union, the benefits of this “no-brainer” sponsorship were evident from the start. Acknowledging the budget constraints common among credit unions, the extensive exposure generated by the event — including prominent marketing and PR efforts — proved invaluable, far exceeding what they could have achieved through their own resources.
Once their involvement was confirmed, the credit union’s branding gained visibility. Their logo featured on every social media post, in radio mentions, on event banners, and even on official T-shirts. As the $5,000 presenting sponsor, UT Federal Credit Union was able to sponsor a “matching hour” during the event, a way to amplify their support and engaged even more students in fundraising.
Further demonstrating their commitment, the credit union’s logo was prominently displayed on the main stage and across two large screens. They also hosted an interactive table where staff connected with students, distributed branded swag, and educated participants about the unique benefits of joining a credit union. Their direct investment in the cause was underscored by their participation in a highly visible check presentation at the event.
Building Long-Term Connections Through CU4Kids
The collaboration between UT Federal Credit Union and VOLthon is just the beginning of a robust, long-term partnership, actively supported by Credit Unions for Kids (CU4Kids). Both parties are committed to strengthening their relationship, with UT Federal Credit Union planning year-round involvement that extends beyond a single event.
This commitment is driven by more than just visibility; it’s about fostering enduring connections between the credit union, the University, and the broader community, all united in supporting CMN Hospitals. The local hospital’s role in educating students about credit unions even before the sponsorship idea was pitched further solidified this seamless and highly effective partnership, setting a strong foundation for future fundraising efforts through CU4Kids.
A Model for Future Credit Union Sponsorships
The success of this collaboration offers a compelling model for other credit unions seeking to form similar impactful relationships. Credit unions are inherently built on a strong sense of community and mutual support, making partnerships like this easily replicable with other local organizations. This case study demonstrates how focused, community-driven engagement can lead to significant sponsorships and expand fundraising opportunities for CMN Hospitals across the credit union industry.
What is Miracle Network Dance Marathon (DM)?
DM is a movement uniting college, university, and high school students across North America. Students involved in a campus’s dance marathon organization spend a year gaining leadership, teamwork, and nonprofit business experience while raising funds and awareness for their local Children’s Miracle Network Hospital. The year culminates with a final dance marathon event on each campus, where students get to meet patient families treated at their local hospital, participate in games and dancing, enjoy entertainment, and reveal their annual fundraising total.