George Bodenheimer has helped the V Foundation raise $150 million in five years. Here he delivers a speech at the organization’s annual Wine Celebration last year. Courtesy of the V Foundation

George Bodenheimer still remembers the details from the night of March 4, 1993. The former ESPN president was in charge of affiliate sales for the network that was becoming a powerhouse in the cable industry. He went to the inaugural ESPYs that night not knowing what would happen — Jim Valvano was scheduled to speak, but no one knew if his cancer-ravaged body would permit him to even leave his hotel room.

Now, on the occasion of the V Foundation’s 25th anniversary, the memories of Valvano limping to the Madison Square Garden stage with help, and then delivering the most powerful 10 minutes maybe in ESPN’s history remain etched in Bodenheimer’s mind. As a member of the V Foundation board for 20 years and the current campaign chairman, Bodenheimer couldn’t be prouder of the V Foundation’s impact on his 13-plus years as the company’s president.

“We’re on fire. We’ve had several record-breaking years in a row in the amount of money raised and the amount of grants we’re making for cancer research. One year just keeps getting bigger than the other. Last year we were over $25 million. So, you look at the dollars granted, the cancer research centers we’re working with and the actual research that’s coming out of it, we’re really growing rapidly.” 

“I’m chairman of the capital campaign entitled ‘Not a moment to lose.’ It’s a seven-year effort to raise $200 million. I agreed to chair that campaign, really, about the time I stepped down at ESPN, so we’re in year five and we just crossed over $150 million of the $200 million. We’re actually ahead of pace. I’ve had the honor of working with the V staff, the V board and hundreds of V donors who are driving the train. In that role, I do quite a bit of public speaking and events, got a big one in Virginia called Virginia Vines, which is modeled after our signature event, the V Wines event in Napa, which annually raises $5 million to $10 million.”

Jim Valvano

“Some of the people integrally involved in the campaign are people like Mike Krzyzewski, Robin Roberts, Dick Vitale. I work closely with those folks. They literally never say no when I ask them to do something for the V Foundation. They’re all very dedicated supporters. Dick and his wife, Lorraine, are just indefatigable when it comes to their work to raise money. Coach K is the same. The guy has one of the busiest schedules of anybody I’ve ever met, but he always finds time to attend our meeting and events. And Robin just headlined a signature event as well for us and she is a huge supporter. So I get to work with a lot of interesting folks as well as the hundreds of donors I’ve met. 

“It really does remind me of my old days at ESPN when I was driving around Texas calling on cable operators. I had just such a wonderful experience meeting the entrepreneurs who were building the cable industry; it’s not unlike getting to meet so many of the people who are integral in the V Foundation. Aside from raising the money, the biggest pleasure of the job are the people you get to meet who are committed to the V. Unfortunately, virtually every family in the country is touched in some way by cancer, so finding people who are passionate about finding a cure is not hard. Raising dollars can be hard, but we’re very fortunate that the United States is filled with the most generous people in the world.”

“In 1993, I was overseeing ESPN’s distribution efforts. My wife and I were at the ESPYs that year, March 4, and it was at the old Madison Square Garden where Jimmy delivered that speech that’s literally been seen by millions of people around the world. I think it’s the best 10-minute speech ever. Truly. You can’t see that speech and not be moved — the range of emotions, the sincerity, the poignancy, the humor. It had it all in 10 minutes. We continue to use that speech 25 years later and I think that speech will live on forever. It was an electrifying moment at MSG that night. It says it all. You see the spirit, the empathy, the humor. You see Jimmy Valvano weeks away from death. He barely made it to New York and wouldn’t have made it if he hadn’t been escorted by Mike and Mickie Krzyzewski. Once he got to New York, he was pretty much confined to his hotel room. It wasn’t clear if he was going to make it over to the Garden. Dick Vitale implored him to come. And then during the speech, it was almost like the illness left his body. He was smiling, he was powerful, he was engaged, he had the audience on every word. As you saw from the speech, he had to be helped on and off the stage, but my God, for those 10 minutes, he was healthy and free and living life to the fullest. That’s what makes it such a beautiful speech.”

“The credit for the V Foundation’s beginning really goes to Steve Bornstein and his top lieutenant, John Lack. They wanted to do something to support Jim and they proposed starting the foundation for cancer research and Jim accepted that. It took a few years to get going. Good things take time. I don’t believe in too many overnight successes and the V Foundation wasn’t one of them. It took a while to build, but once we got the management right and got everybody going in the same direction, it’s been on a steady path of growth.”

“It’s helped build the culture of ESPN. People want to know that their company stands for something more than just making money. In our case, ESPN gives back a lot and the V Foundation is its flagship vehicle to do that. That’s been important to our employees. In addition to helping build the culture, the V has literally helped people who have become ill or have family members who are ill. In my 13 years as president, I can’t tell you how many times the V Foundation has come full throttle to help an employee in need. It was always a tremendous comfort to me knowing that help was only a phone call away. … I believe that giving back is an important piece of any company trying to build a good culture. It certainly has played that role at ESPN.”

“I grew to believe in the power of helping others. I learned that through the V Foundation. Also, as the president leading a company of 8,000 people, I learned that it’s important to a lot of people, whether it’s V Foundation, Special Olympics or Boys & Girls Clubs of America, all things that ESPN is involved with. That’s important and satisfying to the employees. It impacted me personally and professionally. We’re giving hope to a lot of people.

Bodenheimer, with his wife Ann (left) and Dr. Patricia Bailey, at the launch of the Robin Roberts Fund for Cancer Survivorship Research in December.Courtesy of Intrepid Marketing Group

“Some days it feels like a full-time job, but I’d estimate that I spend 40 percent to 50 percent of my time on this campaign now. With $150 million raised for this campaign, the goal line is in sight.”

“I’m consulting with ESPN now after helping them through the transition. Before that, I had been teaching at Iona College and also some speaking around the country.”

“As far as the media landscape, it couldn’t be more interesting right now. So many moving parts. It’s an exciting time to be in the business. It’s never been a better time to be a sports fan, when you look at everything you have access to. It’s exciting and changing like all businesses. Strong brands with strong management are going to win.”