Sarah Murray’s efforts to blend volunteerism and access to live events is picking up steam. Since the Coterie alum launched Concerted, a nonprofit tech startup, seven months ago, the company has boosted its number of users and has grown beyond its Cincinnati roots.
The platform, which allows participants to bank volunteer hours and then cash those in for free concert tickets and more, has expanded to three more markets, including Omaha, Neb., Louisville and most recently Columbus – as of Aug. 15.
Murray said she plans to add 15-20 more cities by the end of 2023, including Spokane, Wash; Boise, Idaho; Kansas City, Mo.; Des Moines, Iowa; and Phoenix.
Columbus makes sense in terms of proximity. It builds on an existing partnership Concerted has with entertainment company PromoWest Productions. It has a number of venues in Ohio’s capital city including Kemba Live, Newport Music Hall, the Basement and A&R Music Bar.
“PromoWest has the majority of the market in Columbus, and since it’s more regional, we already have a lot of buzz in the area,” Murray told me. “Folks up there, nonprofits specifically, have been coming to us asking, ‘When you coming up here because we need your help.’”
Concerted, an idea nearly 10 years in the making, blends Murray’s past experience in the nonprofit, music and tech sectors.
Murray, an Omaha, Neb. native and Covington transplant, started her career as a professional volunteer with AmeriCorps, then worked at different music labels, including Warner Music Group and Saddle Creek Records. Her last position before Concerted was as a product manager at Blue Ash-based insurtech startup Coterie.
Volunteering stands at its lowest point since 2002, so Concerted is filling a large gap for folks, she said.
Since the platform went live in Cincinnati this January, Concerted has contributed more than $400,000 worth of volunteer services to Cincinnati groups.
It’s also seen a boost in numbers of volunteers and partner nonprofits: Locally, Concerted has 5,000 active volunteers and 175 nonprofit partners, including the Freestore Foodbank, Great Parks of Hamilton County, Last Mile Food Rescue and Hoxworth Blood Center.
“Sometimes it's night and day difference for these nonprofits. It’s been awesome to see folks get out and get involved, and as we have more visibility, we only expect it be more impactful,” she said.
“We're want to connect people and get people together, so they’re spending less time behind their screens. For the nonprofits, we're trying to make sure we're connecting with the ones that need the assistance or need help adding or retaining volunteers.”
Its push to scale quickly is a credit to the network its core team has developed around the country, she said. Concerted is a group of eight employees plus contractors.
Getting in on the ground floor with nonprofits in a new market has also been key.
Murray said Concerted has also been able to prove out its concept with concert promoters. They are all closely connected, she added.
The biggest upward slide seems to come after volunteers get past a point of initial disbelief.
"(There’s often a) 'it’s too good to be true’ vibe,” she said. “People think this can’t be real. But we’re legit.”
Concerted continues to expand its ticket offerings. Murray said the goal is to offer something for everyone.
Volunteers so far have cashed in their hours for concerts like Tim McGraw and Shania Twain, sporting events like the Cincinnati Reds and FC Cincinnati and comedy shows like Trey Kennedy, who visited the Taft Theater Aug. 5.
Two service hours, for example, earn two tickets to An Evening With Cake (the ‘90s geek rock band) in Newport Sept. 14.
In terms of new tech, Concerted is currently developing a mobile app. Currently, the platform is only available as a web app. That should go live in the next two to three months.
There are several other fun features planned.
“We're excited about seeing like tangible impact for both these nonprofits and getting folks more access to entertainment,” Murray said.
