Penn State THON™

What Is THON?

Penn State IFC/Panhillenic Dance Marathon (THON™) is the largest student-run philanthropy in the world, with over 16,500 student volunteers. Since 1977, THON has raised over $254 million for its sole beneficiary, Four Diamonds at Penn State Health Children's Hospital. Four Diamonds helps families offset any costs of cancer treatment that insurance doesn’t cover and funds critical research for childhood cancer.

The Challenge

THON had reached a plateau in its digital engagement. Video content was no longer performing at the level it once had, and the organization was falling behind in adapting to current social media trends. To revitalize its online presence, a fresh perspective and a strategic content plan were essential to strengthen existing platforms and expand into new and emerging digital spaces.

Strategy and Approach

To address the challenges THON was facing, my team and I shifted to an analytics-based decision-making process. By closely tracking engagement metrics across platforms, we were able to identify what content resonated most with our audience and where there were gaps in reach.

This data-anchored approach guided our strategy as we combined both long-form and short-form content to appeal to a wider range of viewer preferences; using short, high-impact videos to drive engagement and longer pieces to tell deeper, more emotional stories.

We also refocused our creative direction on what makes the THON community truly special: the individuality and passion of its members. By highlighting personal stories and unique perspectives, we were able to embrace more complex and diverse storytelling that celebrated the heart of THON.

This multifaceted approach not only revitalized THON’s digital presence but also strengthened its connection with a broader audience.

Reimagining THON's Content

Cross Platform Content

Producing the same material in different packages tailored to each specific platform.

THON Weekend Recaps

Capturing the magic of THON Weekend, a 46 hour no sitting no sleeping dance marathon.

Family Focus Videos

Offers the THON community an opportunity to learn about a THON Family's cancer journey

The Results

10,000,000+

Video Views

16,000+

Followers Gained

14%

Average Engagement Rate

During my time in THON $74,600,535.41 was raised for Four Diamonds. This is enough to fully cover the cancer treatment of 149 children. This includes their medical treatment and also emotional and mental health support. And this is just a small amount of the over 4,800 children that Four Diamonds has support since 1972.

Being able to be a part of THON and have a real tangible and life altering impact on people was the greatest experience I had in my time at Penn State. There is no greater feeling than knowing that the work you are doing behind the scenes and behind the camera will help to save someone's life.