BC Cancer Foundation (BCCF): How to say goodbye to a BC favourite

The Goal

Retire a beloved signature event, the Tour de Cure, with care, protect donor trust, and maintain fundraising momentum. We needed to provide supporters clear, immediate ways to stay engaged.

The Message

We framed the change as evolution, not an ending: “We’re evolving our fundraising to accelerate impact for patients and families today.” The tone was transparent, grateful, and future‑focused. We acknowledged the community’s achievement, then pointed to future peer‑to‑peer challenges, regional activations, and “Fund Your Way” options. Leadership and spokespeople aligned on a single narrative, supported by a concise toolkit (CEO note, FAQs, landing page, social copy, media lines) and a sequenced rollout from internal to owned to earned channels.

The Result

A smooth, respectful transition with clear continuity of purpose. Supporters understood the “why” and the “what’s next,” donation pathways stayed uninterrupted, and message pull‑through remained consistent across web, email, social, and media. The foundation now has a year‑round storytelling platform with quarterly proof‑point refreshes to keep donor engagement strong and outcome‑driven.