Published Date: 06/01/2006

The Minnesota AIDS Walk is one of the area’s largest fundraising events. After a long Minnesota winter, it’s not surprising that people want to finally get outdoors, exercise and have fun. This year, more than 10,000 runners and walkers took part, along with 2,000 volunteers staffing the different activities connected with the May 21 AIDS Walk.

ING was very visible again this year with a brightly decorated rest stop on the course and as the “stage sponsor” at Minnehaha Park, where all of the pre-and post-race activities and entertainment took place.

“The people who stopped said ING was the most colorful and fun rest stop,” said David Bergquist, ING Employee Benefits. Bergquist was one of the leaders of Gala and the ING Community Partners’ participation. “Hundreds stopped for a drink of water, an ING tattoo, fruit, a key chain or an ING Frisbee.”

More than 20 employees and family members staffed the rest stop and a number of others took part in the walk. “Our support of the Minnesota AIDS Walk was important for several reasons,” said Steve Burk, head of the Minneapolis ING Community Partners. “We garnered visibility at one of the larger GLBT events in the country. The walk is inclusive as it attracts not only GLBT members, but also their friends, family and those affected by AIDS. Support boosts Gala, which reinforces ING’s commitment to the GLBT community, both externally and internally.”

This is significant, because the buying power of the GLBT market is expected to reach $641 billion by the end of this year. And it’s a market that’s largely underserved by most financial services companies. “Companies that do speak to GLBT clients in a relevant and authentic manner will gain a loyal and affluent customer segment that makes purchasing decisions based on a company’s support of GLBT issues,” said Chris Thiele, director, USFS Diversity Marketing. “So in addition to having a lot of fun, the participation of our employees had a solid business benefit.”