When a group of cyclists wanted to raise money for Parkinson Canada, they had no idea that their weekend ride in rural Ontario would generate more than $700,000. Locals now run the event on their own terms, while the charity offers support without interfering in a formula that works.

“We were comfortable getting them the resources and tools they needed to grow,” says Jon Collins, associate director of events.

Pedaling for Parkinson’s succeeds mostly because of its small-town charm. Each year, homemade cookies and souvenir mugs are handed out to riders and volunteers.

“We’re certainly taking lessons from it,” says Collins. “It has taught us quite a few things that we can apply to our other events as well.”

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