And now a word from
our sponsors…
Tracy DeVries and Olga Woltman
April 26, 2012
1
Special Olympics
Session Overview:
Your role and impact on resource development
• Corporate Partnerships: getting the deal, executing
the deal - Subaru Example, timing is everything…
• Rules: Cause Marketing Guidelines & General Rules
• Toolkits & Resources
• Corporate Partners: activation vs. no activation
• Individual Giving Best Practices
2
Special Olympics
The Process
• Getting the deal, signing the deal
• Identifying conflicts / opportunities
• Establishing revenue share
• Opting in & making connections
• Creating marketing collateral
• Creating toolkits & sharing marketing collateral
• Reporting
• Distributing funds
• And none of this happens in exactly the same order…
3
Special Olympics
Subaru
• Cause marketing campaign: “Share the Love” event
• November 19 – January 3, 2012
• Raised $615,000 for Special Olympics
• Subaru marketing campaign (TV, radio, online, in-dealer)
• Activation: marketing support & employee engagement
Special Olympics
• 8/17: notified of final charity selection, began contract
process (asked to hold on announcing)
• 9/20: Communication in SONA Memo
• 9/28: Email to Programs with details, request for events
• 9/30: Contract accepted on both sides (but not signed)
• 9/30: First set of Subaru ad approvals (72 hours)
• 10/5: Subaru ad approvals (48 hours)
• 10/6: Received STL logos (without guidelines for use)
Special Olympics
• 10/8: Local event list due to Subaru (11 more received
after deadline)
• 10/13: Reviewed TV ads (24 hours); turned around
athlete releases for in-dealer DVD
• 10/14: Local events list shared with Subaru dealers
• 10/18: Subaru requested posting of confirmed local
events to central database
• 10/19: Conducted first webinar; sent email to Programs
requesting event confirmations
Special Olympics
• 10/26: Call with Zone offices; received dealer list, no
contacts
• 11/1: Final STL marketing collateral provided by Subaru /
sent our toolkit to them for their approval
• 11/2: Agreement not signed
• 11/8: Commercial co-venturer signed on both sides
• 11/9: Subaru requested by state communications plan
• 11/10: FDC Call to review promotion and revenue share
Special Olympics
• 11/11: In-dealer collateral approved; our toolkit
content approved with changes (Friday, 4:00 pm)
• 11/15: Revenue share memo drafted
• 11/15: Toolkit distributed (Tuesday, 12:42 pm)
• 11/18: Email to Programs; Facebook promo contract
• 11/19: STL Launch
• 11/22: Revenue share memo finalized and sent
• 11/30: Subaru revised reporting requirements
Special Olympics
• 12/2: Subaru accepted plan for Q1 announcement event
(which was subsequently canceled due to weather)
• 12/14: Reporting form sent to Programs; request from
Subaru for Facebook push
• 1/3: Promotion close reminder emailed
• 1/27: Reports due
• 1/28: Request from Subaru for report by Feb. 3
• 2/3: Report sent, with 8 late, 4 never reported
• Q1 announcement & general follow up
Special Olympics
Resources & Toolkits
• Fundraising Guidelines in General Rules
• SONA Memo & Corporate Update
• Toolkits – what do you like? what do you need?
• http://resources.specialolympics.org
Contact: Tracy DeVries (tdevries@specialolympics.org)
Special Olympics
Cause Marketing Guidelines
Special Olympics adheres to Better Business Bureau Standard 19:
http://www.bbb.org/us/standard-19/
Clearly disclose how the charity benefits from the sale of products or services
(i.e., cause-related marketing) that state or imply that a charity will benefit from
a consumer sale or transaction. Such promotions should disclose, at the point
of solicitation:
1. the actual or anticipated portion of the purchase price that will benefit
the charity (e.g., 5 cents will be contributed to abc charity for every xyz
company product sold),
2. the duration of the campaign (e.g., the month of October),
3. any maximum or guaranteed minimum contribution amount (e.g., up to
a maximum of $200,000).
To say, “net proceeds” or merely “proceeds” is not considered best practice. Under
some commercial co-venturer laws, the disclosure must contain specific language.
Special Olympics
Google this…
New York Attorney General’s Five Best Practices for Transparent
Cause Marketing:
1. Clearly Describe Effect of Consumer Purchase
2. Use Fixed Dollar Amount to Calculate Benefit to Charity
3. Avoid Consumer Activation
4. Distribute an Appropriate Number of Products
5. Use Donation Label at Point of Purchase
Special Olympics
Guidelines: Athlete Images
•The Special Olympics
General Rules, Section 6.03
•Athlete Images: need
specific release when using
athlete image with a
corporate partner
Special Olympics
14 | Subaru “Share the Love” event Special Olympics Activation Toolkit
A Template Press Release will be provided once it has been
created by Subaru. This will be most useful for those Programs
activating with an event.
Three options for logos / buttons are being provided. The first
is the Subaru “Share the Love” event official logo, referred to in this
toolkit as “event logo.” The second two are co-branded logos
referred to here as “co-branded logos.” You may only use these
logos in conjunction with the approved messaging provided in this
toolkit, and as described here. Any other use will need to be
approved on a case-by-case basis. Please send requests to Tracy
DeVries tdevries@specialolympics.org.
Approved General Copy Long Option:
Subaru knows their owners care. That’s why they created the
“Share the Love” event. You get a great deal on a new Subaru
and they’ll donate $250 to your choice of five charities, one of
which is Special Olympics. Over the last three years, they’ve
donated nearly $15 million dollars to charity. They hope to donate
another five million by sharing the love again this year.
Approved General Copy Short Options:
Get a great deal and support a great cause.
Get a great deal and Subaru will donate $250 to your choice of five
charities.
Language Guidelines:
• The event is titled the Subaru “Share the Love” event.
Hashtag for use on Twitter: #SharetheLove
Official Subaru “Share the Love” event website: Subaru.com/share
Special Olympics
• “Share the Love” always has quotes around the name of the
event and the “t” in “the” is always lowercase. The "e" in "event"
following the title is also lowercase.
• Do not use Subaru’s “Share the Love” event. Subaru should
never be possessive.
15 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Website copy, if you choose to make a dedicated page:
We’re proud to be one of five charitable partners in the Subaru “Share the Love”
event. Subaru knows their owners care. That’s why they created the “Share the
Love” event. You get a great deal on a new Subaru and they’ll donate $250 to
your choice of five charities, one of which is Special Olympics. Over the last
three years, they’ve donated nearly $15 million dollars to charity. They hope to
donate another five million by sharing the love again this year.
Whether you are in the market for a new Subaru, or you know someone who is,
be sure to pick Special Olympics as your “Share the Love” charity and help
support our athletes. Learn more by visiting Subaru.com/share.
Each of the participating charities will receive a minimum donation of $250,000,
up to a maximum total donation among all five charities of $5,000,000.
Special Olympics
16 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Facebook:
We’re proud to be one of five charitable partners in the “Share the Love” event for @Subaru of America, Inc. If you or those
you know are in the market for a Subaru, tell them to pick Special Olympics as their “Share the Love” charity and a $250
donation will go to support our athletes! Each charity will receive a minimum of $250,000, and the maximum donation among
all charities will be $5,000,000.
[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476
Get a great deal and support a great cause. Did you know Special Olympics is one of five charitable partners in the Subaru
“Share the Love” event? Let’s share the love with Subaru and post messages on their wall thanking them for supporting our
amazing athletes!
[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476
We know there are many Subaru owners amongst our fans, let’s thank @Subaru of America, Inc. for making Special
Olympics one of its five charitable partners in the “Share the Love” event by posting a picture of you with your Subaru on
their Facebook wall!
[LINK] https://www.facebook.com/subaruofamerica?sk=app_257448760939476
Help us spread the word about Special Olympics being one of five charitable partners in the Subaru “Share the Love” event
by sharing this great video!
[LINK] to be provided at a later date once it has been posted.
Twitter:
Proud to be 1 of 5 charitable partners in @subaru_usa #SharetheLove event! http://j.mp/pCHI4t
Today we’re thanking #Subaru for supporting @SpecialOlympics athletes with their #SharetheLove event! Tweet your thanks
@Subaru_USA
Did you know your next car purchase can support @SpecialOlympics as part of the @Subaru_USA #SharetheLove event?
http://j.mp/pCHI4t
Special Olympics
17 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Email Signature
• All Program staff includes e-mail tag for at least
two weeks during the promotion between
November 19, 2011 and January 3, 2012.
• Text & artwork provided by SOI.
• You may also include the event logo or cobranded logo on your e-mail signature.
• Please remove the signature from your e-mail
tag by January 4, 2012.
• Below is the text you will be required to use on
your e-mail signature during the promotion,
should you choose this activation option.
• E-mail signature graphic, please hyperlink to:
Subaru.com/share
• Reporting: Please send a copy of your e-mail
signature to tdevries@specialolympics.org or
include a sample copy of e-mail used during
promotional time period with post-promotion
Activation Report.
Special Olympics
Long:
Get a great deal and support a great cause. If you,
or someone you know, are purchasing a Subaru by
January 3, 2012, pick Special Olympics as your
“Share the Love” charity and Subaru will make a
$250 donation to support our athletes! Each charity
will receive a minimum donation of $250,000, up to
a maximum total donation among all charities of
$5,000,000. Learn more at: Subaru.com/share.
Short:
We’re proud to be a charitable partner in the
Subaru “Share the Love” event. Help Subaru
support Special Olympics athletes and “Share the
Love.” Get a great deal and support a great cause.
Learn more at: Subaru.com/share.
Short:
Get a great deal and support a great cause. Help
Subaru support Special Olympics athletes and
“Share the Love.” Learn more
at: Subaru.com/share.
18 | Subaru “Share the Love” event Special Olympics Activation Toolkit
Newsletter Copy
Include event logo or co-branded logo and link to Subaru.com/share.
“Share the Love” with Special Olympics at Your Local Subaru Dealer
We’re proud to be one of five charitable partners in the Subaru “Share the Love”
event. Subaru knows their owners care. That’s why they created the “Share the
Love” event. You get a great deal on a new Subaru and they’ll donate $250 to your
choice of five charities, one of which is Special Olympics. Over the last three
years, they’ve donated nearly $15 million dollars to charity. They hope to donate
another five million by sharing the love again this year.
Funds donated to Special Olympics will benefit our programs in local communities
across the United States helping us to provide greater services for our athletes.
Whether you are in the market for a new Subaru or you know someone who is, be
sure to pick Special Olympics as your “Share the Love” event charity and help
support our athletes. Learn more by visiting Subaru.com/share.
Special Olympics
Corporate Partners: no activation
• Coca-Cola (CCNA piloting customer activation)
• Mattel (sort of…there are grants)
• Hilton (SOVA)
• Walmart (sort of…there are grants)
• Lions Club International (sort of…there are grants)
• Essilor & Safilo (VIK)
Special Olympics
Activation:
• Remember #3: Avoid Consumer Activation (we should
have…)
• Cause marketing campaign – required Special Olympics
to get a flyer into the hands of constituents and go to
select (though not designated) stores to trigger
transaction OR to go to microsite to make purchase
• Concluded February 29, 2012
• $250,000 minimum guarantee
Special Olympics
Activation: Bank of America
• Affinity Program (cause marketing)
• Debit and credit cards
• Exclusivity
• Contact Liz Watson (ewatson@specialolympics.org)
• Foundation has supported Special Olympics Team USA
and Healthy Athletes in the past
• Share information about product with constituents
Special Olympics
Activation: Red Robin
• 2012 dates: To Be Announced, Fall 2012
• LETR Tip-a-Cop (customer donation program)
• 40 states
Special Olympics
Activation:
• April promotion (customer donation program)
• People with Disabilities Month, along with Easter Seals
and others
• 20 states
• 4th year ($1.3M, $1.97M, $2.16M)
• Revenue share: 85% Programs / 15% SOI
• Share information with constituents, in-store employee
engagement
Special Olympics
Activation:
• BrandSaver (coupon redemption)
• Share information with constituents
• Many, many years…
• January and maybe May
• Public Awareness
Special Olympics
Activation: TD Bank
• Be a Fan campaign (customer donation program)
• No conflict with Bank of America!
• $3M since they started in 2009
• SO New Jersey
• Marketing costs taken out of promotion – as noted in
collateral
• In-bank visits, athlete images, share with constituents
Special Olympics
Activation:
• Employee volunteerism and event sponsorship in key markets. (Indiana,
Illinois, and Georgia) New and/or additional markets will be selected for 2013,
2014, 2015, and 2016.
• Sale of co-branded merchandise in-store and online. Beginning with the
2012 back-to-school season, a TBD percentage of sales of co-branded
merchandise will be donated to Special Olympics.
• Customer donation programs in-store and online. Special Olympics will be
a beneficiary of the Finish Line Youth Foundation’s annual holiday fundraising
drive.
• National sponsorship of Special Olympics TRAIN. Finish Line’s support of
TRAIN – a sports assessment and nutrition education program designed to
help athletes stay active, stay healthy, and achieve their personal best – will
enable the program to expand and impact more athletes.
Special Olympics
Individual Giving
27 Special Olympics
Multi-Channel Giving
‣
More impactful efforts
‣
More valuable donors
‣
Even if we do not think that we engage
in multi-channel efforts, our donors do!
28 Special Olympics
Where they get information
29 Special Olympics
Where they want to be solicited
30 Special Olympics
Where they give
Special Olympics
32 Special Olympics
What can we do?
REGULAR
COORDINATION/COMMUNICATION
• Marketing
•
Drive traffic to your website, stories and awareness
• Email
•
Collect emails, cultivation, solicitations
• Website
•
Stories, imagery, easy giving passageways
• Social Media
•
Another channel to cultivate and spread the message
33 Special Olympics
Mark Your Calendar!
A word on balancing priorities:
• December generates 40%+ of gifts for the
entire year (online)
• Visitors come to donate! And they give
more generously
• Value of each click increases 10 fold!
34 Special Olympics
Thank you!
35 Special Olympics