Bike-a-thons are notoriously expensive to run and labor-intensive for nonprofits. But unlike the Pan-Mass Challenge and other charity bike-a-thons organized by a nonprofit, this ride—named Martin’s Ride—was planned and carried out by Martin.

The team that accompanied Martin mapped his route, ensured stops for meals and snacks, provided mechanical assistance, and safeguarded his health along the way. 

They also worked together to develop a compelling media campaign that focused on why Martin was riding—to raise money for life-saving research and treatments for the nearly 40% of people who will be diagnosed with cancer at some point during their lifetime. 

Duke Cancer Center leadership and several other doctors and researchers rode with Martin on the first leg of the ride. To involve even more people, Martin carried a tracking device, allowing people to follow his journey across America online—a novel idea in 2010.

As Martin pedaled across the nation, he inspired people from all over the U.S. with each mile he rode. Support swelled from dozens of states as cancer survivors joined in on Martin's Ride. 

More than 30 restaurants supported the Ride with free meals, and thousands made donations to Martin's website. His story gave hope to other cancer patients because he was the living embodiment of successful treatment at Duke Cancer Center. 

This innovative support of a volunteer’s dream—championing him and helping to make it a reality—resulted in amplified impact for the Duke Cancer Center's mission and Martin's desire to pay it forward.