CreateAthon
CreateAthon is a 501(c)(3) nonprofit that licenses its CreateAthon® 24-hour pro bono marketing marathon methodology to 100+ partner agencies, universities, corporations, and associations worldwide, delivering capacity-building marketing services to nonprofits in need.
- Company typePrivate
- Founded1998
- HeadquartersRichmond, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What CreateAthon does
CreateAthon is a 501(c)(3) nonprofit organization headquartered in Richmond, Virginia, that operates as the steward of the CreateAthon® 24-Hour Marathon Method, a structured pro bono marketing marathon model originally conceived in 1998 by Teresa Coles and Cathy Monetti, principals of the Columbia, South Carolina-based agency Riggs Partners. The core service is the organization of 24-hour events in which volunteer marketing professionals deliver capacity-building communications, branding, and strategy work for nonprofit clients that lack the budgets to access professional marketing services. Since inception, the methodology and its partner network have served 1,500+ nonprofits through 3,800+ projects with $30+ million in pro bono marketing services delivered.
The core "product" surface is the CreateAthoning Toolkit — a free, downloadable playbook covering nonprofit recruitment, team organization, project briefing, event management, and outcome evaluation. Distribution is not direct-to-customer but rather partner-mediated: 100+ organizations including marketing agencies (e.g., Riggs Partners, J. Fitzgerald Group, Trio Solutions, redpepper, BBR), universities (VCU, BYU, Appalachian State, University of Alabama, University of Oregon, University of South Carolina, West Virginia, Grand Valley State), corporations (Altria), and professional association chapters (multiple AIGA chapters, Roanoke AAF) license the methodology to host independent local events. The geographic footprint spans the Southeast, Mid-Atlantic, Midwest, Northeast, and West Coast U.S., plus international outposts in Romania and France (via Pro Bono Lab).
The revenue model is noncommercial and donation-based. CreateAthon does not charge partner organizations or the nonprofits it serves; all partnership access and tooling is free. Operating budget is funded by charitable donations, with stated unit economics of approximately $64 of pro bono marketing services delivered per $1 of operating budget. The organization has published a five-year goal to grow cumulative delivered pro bono marketing services to $100 million (from $25 million lifetime to date). CreateAthon has no app product, no API or SDK, and no disclosed funding rounds; it is governed by a Board of Directors chaired by Teresa Coles.
CreateAthon firmographics
Firmographics- Name
- CreateAthon
- Legal name
- CreateAthon
- Website
- https://createathon.org
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CreateAthon is a 501(c)(3) nonprofit that licenses its CreateAthon® 24-hour pro bono marketing marathon methodology to 100+ partner agencies, universities, corporations, and associations worldwide, delivering capacity-building marketing services to nonprofits in need.
- Ownership category
- akta.pro rank
CreateAthon industry classification
Industry- Product category
- Pro Bono Marketing Services
- NAICS
- Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Civic and Social Organizations (813410)
- SIC
- Services-Social Services (8300), Services-Membership Organizations (8600)
- akta.pro primary industry
- Nonprofit & Cause Communications (BPAFADAK)
- akta.pro secondary industries
- Capacity Building & Nonprofit Infrastructure Funders (BPAGAKAO), Meet & Invitational Organizers (MPAKADAC)
Keywords
Where CreateAthon is headquartered
LocationHeadquarters
- HQ city
- Richmond
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CreateAthon business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Donations: CreateAthon is a 501(c)(3) nonprofit organization that relies on donations to fund its operations. Donations support the small team that grows the network, creates partner resources, and implements marketing programs to recruit more marketing teams.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Other | Free Partnership - No fees to become a CreateAthon partner |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
CreateAthon product offering
Product offeringCore offering
CreateAthon provides a structured 24-hour pro bono marketing marathon methodology that connects volunteer marketing professionals with nonprofit organizations. Partner organizations host independent CreateAthon events using a free downloadable toolkit containing guidance on recruiting nonprofits, organizing project teams, onboarding clients, briefing projects, managing expectations, and evaluating outcomes. The organization serves as a 501(c)(3) nonprofit hub that supports a global network of 100+ partner organizations delivering capacity-building communications and strategy to nonprofits.
Product overview
CreateAthon operates as a single, unified service program — the CreateAthon Event — which is a 24-hour pro bono marketing marathon connecting nonprofits with volunteer marketing professionals. The organization also offers a complementary free resource: the CreateAthoning Toolkit, which provides open-source guidance for organizations wanting to launch their own pro bono marathons. Together, these offerings form a movement-focused service model rather than a technology product platform.
Differentiator
Problem solved
Functional benefit
Products and services
- CreateAthoning Toolkit A free downloadable toolkit containing instructions, tips, and resources for organizing a pro bono marketing marathon, including guidance on recruiting nonprofits, organizing project teams, onboarding clients, briefing projects, managing expectations, and evaluating the experience. Available at no cost to any organization wanting to launch their own CreateAthon events.
- CreateAthon Events 24-hour pro bono marketing marathons that connect nonprofit organizations with volunteer marketing professionals to deliver capacity-building communications and strategy. Events energize teams, build leadership skills, and deliver transformative experiences while serving local communities. Events can be hosted virtually or in-person by partner organizations worldwide.
Quantifiable outcome
- $30+ million in pro bono marketing services delivered across 3,800+ projects to 1,500+ nonprofits
- +3 more outcomes
Companies that use CreateAthon
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
CreateAthon technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
CreateAthon partnerships and signals
Strategic signalPartnerships
36 partnerships are on record, tiered flagship, core and minor.
- Riggs PartnersflagshipFounding organization of CreateAthon. Principals Teresa Coles and Cathy Monetti created the concept in 1998. Expanded CreateAthon into a national network in 2002 by sharing expertise and tools with others seeking to host events. Located in Columbia, SC.
- AIGA Arizona + CO+HOOTS FoundationcorePartner organization hosting CreateAthon events in Phoenix, AZ area.
- AIGA DCcorePartner organization hosting CreateAthon events in Washington, DC area.
- AltriacoreCorporate partner hosting CreateAthon events, based in Richmond, VA.
- Appalachian State UniversitycoreUniversity partner hosting CreateAthon events, based in Boone, NC.
- Asociatia Centrul de Resurse in ComunicarecoreInternational partner organization in Romania hosting CreateAthon events.
- BBRcoreAgency partner hosting CreateAthon events, based in Lafayette, LA.
- Brigham Young UniversitycoreUniversity partner hosting CreateAthon events, based in Provo, Utah.
- Grand Valley State UniversitycoreUniversity partner hosting CreateAthon events, based in Allendale, MI.
- J Fitzgerald GroupcoreAgency partner hosting CreateAthon events, based in Lockport, NY.
- Paragon Design Group Inc.coreAgency partner hosting CreateAthon events, based in Hudson, NC.
- Proximo Marketing StrategiescoreAgency partner hosting CreateAthon events, based in Williamsburg, VA.
- redpeppercoreAgency partner hosting CreateAthon events, based in Nashville, TN.
- Roanoke AAFcoreAmerican Advertising Federation chapter partner hosting CreateAthon events in Roanoke, VA.
- Stamp Ideas Group, LLCcoreAgency partner hosting CreateAthon events, based in Montgomery, AL.
- The EGC GroupcoreAgency partner hosting CreateAthon events, based in Melville, NY.
- Sales FactorycoreAgency partner hosting CreateAthon events, based in Greensboro & Raleigh, NC.
- Trio Solutions Inc.coreAgency partner that has served as CreateAthon agency of record in South Carolina's coastal Lowcountry for 11 years, based in Mount Pleasant, SC.
- University of AlabamacoreUniversity partner hosting CreateAthon events, based in Tuscaloosa, AL.
- University of OregoncoreUniversity partner hosting CreateAthon events, based in Eugene, OR.
- University of South CarolinacoreUniversity partner hosting CreateAthon events, based in Columbia, SC.
- verynice.coreAgency partner hosting CreateAthon events, based in Los Angeles, CA.
- Virginia Commonwealth UniversityflagshipUniversity partner with CreateAthon@VCU program. Has mobilized 847 volunteers to serve 103 Richmond nonprofits with $1.9 million in pro bono work over ten years. Based in Richmond, VA.
- West Virginia UniversitycoreUniversity partner hosting CreateAthon events, based in Morgantown, WV.
- A Billion + ChangeflagshipNational initiative to mobilize corporate pro bono service. CreateAthon served as inaugural member and helped design the resulting Pro Bono Collaborative to advance pro bono work in corporate America.
- Taproot FoundationcoreLeader in pro bono service. CreateAthon has collaborated on multiple projects and inspired Taproot's 'Done in a Day' marathon events.
- Points of Light FoundationcoreChampion of corporate, group and individual volunteerism in the US. CreateAthon has served as roundtable leaders and panelists at their conferences.
- Pro Bono LabcoreInternational pro bono organization headquartered in Paris. CreateAthon helped implement the marathon service model internationally.
- Net ImpactminorOrganization focused on using business skills for social impact. CreateAthon has worked with them on expanding pro bono marathons to their membership.
- US Pro Bono SummitcoreSummit for pro bono service professionals. CreateAthon has participated as panelists, workshop facilitators, and keynote speaker.
- European Pro Bono SummitcoreEuropean summit for pro bono service professionals. CreateAthon has participated as panelists and workshop facilitators.
- Global Pro Bono SummitcoreGlobal summit for pro bono service professionals. CreateAthon has participated as panelists and keynote speaker.
- BMW FoundationminorFoundation supporting responsible leadership. Teresa Coles has coached BMW Foundation on embracing the marathon model as an employee/community service initiative.
- Public Relations Society of AmericaminorProfessional association for PR practitioners. Listed as pro bono leader collaborator.
- American Advertising FederationminorProfessional association for advertising industry. Listed as pro bono leader collaborator.
- AIGAcoreProfessional association for design. Multiple AIGA chapters (Arizona, DC) serve as CreateAthon partners. Listed as pro bono leader collaborator.
Scale indicators7 records
Recent moves10 records
Expansion highlights6 records
CreateAthon competitors and assessment
Company assessmentDirect peers
- Pro Bono Lab: Pro Bono Lab is a Paris-headquartered international pro bono organization that CreateAthon has worked with to implement the marathon service model abroad. They run similar skills-based pro bono events connecting professionals with nonprofits across Europe and beyond, making them a near-direct model peer.
- Taproot Foundation: Taproot Foundation is a direct peer: a nonprofit that organizes pro bono services from marketing, design, and tech professionals for nonprofits. CreateAthon's data explicitly states that Taproot's 'Done in a Day' marathon events were inspired by CreateAthon, making them the closest comparable service model.
- Catchafire: Catchafire operates a skills-based volunteer marketplace that matches nonprofit professionals with volunteers for marketing, design, and strategy projects. It represents the technology-enabled variant of CreateAthon's model and serves the same ultimate customer (nonprofits seeking pro bono marketing capacity).
Others
- Idealist: Idealist is a large nonprofit and volunteer-matching platform connecting social-impact professionals and opportunities. It is not a direct competitor to CreateAthon but operates in an adjacent ecosystem, helping nonprofits and skilled professionals find each other for engagements similar to those CreateAthon facilitates.
- AIGA (and AIGA Foundation): AIGA is the professional association for design whose chapters (Arizona, DC) actively serve as CreateAthon host partners. While not a direct competitor, AIGA's design-focused pro bono initiatives (e.g., Design + Diversity, AIGA Design for Good) overlap with the same volunteer pool and nonprofit design-services need CreateAthon addresses.
- American Advertising Federation (AAF): AAF is the professional association for the advertising industry. Local AAF chapters (e.g., Roanoke AAF) partner with CreateAthon to host events, and AAF runs its own pro bono and education initiatives (e.g., AAF Foundation), making it an adjacent ecosystem participant rather than a direct competitor.
Broad incumbents
- Points of Light Foundation: Points of Light is a large, established volunteerism organization with which CreateAthon has collaborated (panelist, roundtable leader). It covers a much broader volunteerism mandate but overlaps with CreateAthon on skills-based and corporate pro bono programming.
- VolunteerMatch: VolunteerMatch is the largest online volunteer engagement platform in the US. While broader than CreateAthon's specific marketing focus, it serves overlapping nonprofits seeking volunteers and represents the technology-enabled incumbent that competes for mind-share around skills-based volunteering.
- Ad Council: The Ad Council is the largest and most established pro bono advertising organization in the US, connecting agencies and corporations with cause campaigns. It operates at a much larger scale than CreateAthon but in an overlapping space (pro bono creative/marketing work for social impact causes).
Emerging players
- Net Impact: Net Impact is a member-based organization that mobilizes business professionals and students for social impact — directly overlapping with CreateAthon's professional and university segments for skills-based volunteer engagement. CreateAthon has collaborated with Net Impact on expanding pro bono marathons to its membership.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
CreateAthon social profiles
Digital presenceCreateAthon financial estimates
Financial estimateRevenue estimate
Valuation estimate
CreateAthon leadership team
Management profileNumber of profiles
Profiles9 records
CreateAthon funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CreateAthon M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CreateAthon
What does CreateAthon do?
CreateAthon provides a structured 24-hour pro bono marketing marathon methodology that connects volunteer marketing professionals with nonprofit organizations. Partner organizations host independent CreateAthon events using a free downloadable toolkit containing guidance on recruiting nonprofits, organizing project teams, onboarding clients, briefing projects, managing expectations, and evaluating outcomes. The organization serves as a 501(c)(3) nonprofit hub that supports a global network of 100+ partner organizations delivering capacity-building communications and strategy to nonprofits.
Is CreateAthon a public or private company?
CreateAthon is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was CreateAthon founded?
CreateAthon was founded in 1998. It employs 1 to 10 people.
Where is CreateAthon based?
CreateAthon is headquartered in Richmond, United States, in the North America region.
How does CreateAthon make money?
One revenue line is on record: donations.
Who are CreateAthon's main competitors?
Direct peers on record are Pro Bono Lab, Taproot Foundation and Catchafire. Others are Idealist, AIGA (and AIGA Foundation) and American Advertising Federation (AAF). Broad incumbents are Points of Light Foundation, VolunteerMatch and Ad Council. Net Impact is listed as an emerging player.
Does CreateAthon have an API?
No public API is recorded for CreateAthon.
What industry is CreateAthon in?
CreateAthon's product category is Pro Bono Marketing Services. Its primary akta.pro industry code is BPAFADAK, Nonprofit & Cause Communications, with a secondary code of BPAGAKAO, Capacity Building & Nonprofit Infrastructure Funders. Its NAICS code is 813 and its SIC code is 8300.