In 2013, Massey Cancer Center of the Virginia Commonwealth University retained Benefactor Group to conduct an assessment of the Massey Challenge fundraising program and provide recommendations for increasing revenues to $1 million annually. Benefactor Group conducted internal interviews with VCU staff and committee members, performed external interviews with sports backers and the steering committee members, and conducted a comparative analysis with peer organizations. The findings from the interviews and comparative analysis indicated that the Massey Challenge has gained recognition and identified several opportunities for growth, including increasing gift sizes and expanding options for prospective participants, which had previously been limited. Based on these insights, Benefactor Group recommended several strategies, including increasing funds raised per Massey Challenge participant, increasing the number of Massey Challenge participants, expanding the Massey Challenge beyond the Monument 10K, increasing corporate partnership opportunities, and enhancing internal planning and management systems.