Runwell is a nonprofit organization that raises funds to provide accessible and quality treatment to those suffering from addiction and mental illness. Fundraising efforts are made primarily by individuals and teams of athletes that engage their community for donations as they prepare for worldwide events such as half marathons, marathons and ultramarathons. This began with Linda’s infamous 7 on 7, to ultra-trailrunning events like the Eastern States 100 Miler to the epic Great Wall Marathon in China.

Linda Quirk, Runwell’s founder, came to Deep Dive wanting to expand Runwell’s audience and reach, as well as build content to share Runwell’s mission and connect with compassionate athletes and engage individuals in recovery.

The Deep Dive began with a thorough website and content analysis. This process identified search engine optimization issues throughout the site. We continue to advise and consult with Runwell’s webmaster and agencies in a effort to correct these issues and boost SEO.

We also took over managing Runwell’s blog, creating unique content and sharing on Facebook and Twitter. We grew Runwell’s social media audience by almost 1000 in the first month and increased traffic to the site significantly.

Our journalistic approach to developing content for the blog moved it beyond a simple runner’s blog. Runwell has an incredible story; from the inspiration that drove Linda Quirk to begin the non-profit organization to the incredible events and amazing people that are a part of it. We spoke with sponsors, affiliates, runners, and advocates to uncover stories about addiction, recovery, running, and using overall fitness to aid in recovery and overcome addiction. The blog articles lend themselves nicely to Runwell’s community and through posting original content, curating relevant outside content, strategic boosting and promoting, and remaining engaged with Runwell’s community we were able to increase engagement, reach, and social following. In the first month alone, blog content drove triple the traffic to the site than the same time one year earlier. Now Deep Dive is working with the organization’s web team to harness this traffic in order to increase donations and involvement in Runwell events.