One of our defining moments - because the stakes were so much higher. On a random Sunday evening in 2014 our CEO, Erica received a call from her friends at MCF. A little boy named Josh was laying in a hospital bed in St. Judes dying. He had battled two rounds of cancer, but the toll the treatments took on his organs was too much and his liver was failing. There was only one hope to save his life, a new medication that was at the time in stage 3 clinical trials. The pharmaceutical company had refused pleas from doctors at St. Judes to provide a special dosage (called a compassionate care dose) to Josh. There was nothing else that could be done. In a Hail Mary attempt, the parents reached out to MCF. Josh had less than 72 hours to live.

We rallied our troops and immediately started a viral social media campaign. Within hours #SaveJosh had reached more than 200,000 viewers and had over 12,000 shares and retweets. Our viral campaign was picked up by news outlets across the country and covered by more than a dozen local news stations. The Director of MCF was asked to appear on Fox and Friends and Good Morning America in response to the social media reach. By Tuesday the pressure on the drug manufacturer had grown so significant that they called an emergency board meeting and reversed their prior decision to not release the medication. A dosage was immediately released and flown directly to St Judes were it was administered with less than hours to spare. And although there was no quarterly earnings, or conversions, or engagements we could tout - the #SaveJosh campaign became our defining social media moment.