Outlook 2024

Back on Track Tying It All Together – Same Mission New Strategies

Back on Track, an organization dedicated to serving the needs of injured racers and their families underwent significant changes to its business model in 2023. These changes included reducing expenses and increasing income. The organization achieved several milestones during the year, including a name change, the creation of an advisory board, increased rider benefits, and becoming an official charity of MotoAmerica. Additionally, they experienced a remarkable 40% increase in income and a 66% expense reduction, resulting in a significant reduction in operating expenses. Fundraising efforts were enhanced through sweepstakes and auctions, and these activities will be further increased in 2024.

In 2024, Back on Track plans to implement a digital transformation by reaching out to a larger and more diverse group of supporters, fans, and potential donors. They aim to better connect with their valued donors by providing a more immersive experience and leveraging social media platforms to expand their reach. A comprehensive rebranding strategy will also be implemented to redefine the organization’s image and effectively communicate its mission. Additionally, the organization plans to attend more events in 2024, including MotoAmerica road races.

As part of its digital transformation, Back on Track is revamping its outdated website to provide a user-friendly interface and personalized recommendations. The new website will act as a central hub, displaying engaging content, personal stories of injured racers, and easier access to crucial resources and support. It will also integrate seamlessly with social media platforms such as Facebook, Instagram, YouTube, and TikTok.

To revitalize its mission and strengthen its presence, Back on Track will develop a compelling brand identity through rebranding efforts. This includes revisiting the name, logo design, and tagline to symbolize resilience, compassion, and empowerment. They will also create a new line of branded merchandise to engage supporters and raise funds.

The organization recognizes the importance of social media in today’s digital landscape and plans to invest in creating engaging content and meaningful interactions. By utilizing platforms such as Facebook, YouTube, TikTok, Twitter, and Instagram, Back on Track aims to create a dynamic online presence that engages both current supporters and potential donors. They also aim to strengthen their emotional connection with the audience and reach a wider audience beyond their immediate network.

Fundraising efforts will focus on merchandise and memorabilia sales, partnerships, sponsors, donors, giveaways, and sweepstakes. Back on Track plans to feature a new online store on their website to sell newly designed branded merchandise. They believe that merchandise sales not only raise funds but also amplify brand awareness as individuals wearing the merchandise become walking billboards. Online memorabilia auctions and sales will be increased, with a focus on exclusive items like racer’s helmets and autographed items. The organization also plans to aggressively solicit corporate partners that align with its mission and increase cooperation with American Flat Track and MotoAmerica. Additionally, sweepstakes will be scheduled throughout the year to attract new donors and strengthen relationships with existing donors.

Finally, Back on Track will maintain a personal connection through the support of trackside volunteers, raffles, and announcements from their partners. However, they recognize the importance of effective branding and online presence in today’s digital age. The introduction of a new website has significantly improved the user experience, and their focus on sweepstakes, special events, and auctions, along with a growing online audience, will contribute to their income.

Overall, Back on Track is committed to better serving injured racers and their families through their new strategy. They will leverage digital transformation, rebranding, social media, and fundraising efforts to expand their reach, engage supporters, and raise funds for their mission.