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Corporate Relations Doing the most good

Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

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Page 1: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Doing the most

good

Page 2: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 3: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

Page 4: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

What does a successful relationship look like?

Page 5: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

What does a successful relationship look like?

What can we learn and apply?

Page 6: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

What does a successful relationship look like?

What can we learn and apply?

Page 7: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 8: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

1983

$1.7M raised for restoration fund

45% increase in new cardmembers

28% increase in card usage

Page 9: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

1993

Only 66%of Americans would be likely to switch to a brand

because it supports a good cause

Page 10: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

1996

The story of the American Kidney Fund

From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely on individual donations to help low-income people with kidney disease.

Starting in 1996 AKF launched a major initiative to raise funds from corporate partners in order to receive the funding they needed. By 2000 they over tripled their revenue.

Don Roy, CFO said, “Switching our emphasis to corporate partners was the real turning point in our organization.”

Page 11: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 12: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2006

Product (RED) reinvented corporate relations

Pioneered a sustainable modelfor the corporate sector

Page 13: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2008

Page 14: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2010

Page 15: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2010

Pre-Recession Post-Recession

Healthy philanthropic budgets

Check-writing

Reduced philanthropic budgets

Searching for a “two-for-one”

Page 16: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2011

“For your pitch...explain what you will bring to the table. Outline success metrics that align with the partner’s business goals.”

Page 17: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Corporate giving still only accounted for 5% of total giving

14%

8%

5%

73%

2012

Individual CorporationsBequest Foundations

Page 18: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2013

Only 66%of Americans would be likely to switch to a brand

because it supports a good cause

89%

Page 19: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2013

91% want more products, services and retailers that support causes

54% bought a product associated with a cause over the last 12 months - a 170%

increase since 1993

Page 20: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2013

Page 21: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2013

22% of moms report they “often” decide to purchase a product based

on what cause it supports, compared with only 11% of men without kids

Page 22: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

2013

At one glance, they want to know what your organization is doing, how they can participate and how it helps

the cause

Page 23: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

What does a successful relationship look like?

What can we learn and apply?

Page 24: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Operate under one common themeEngagement across a variety of touchpoints

Digital (web, mobile, social)Grassroots HospitalityMerchandise and premiumsOn-siteRetailTalent Television and print media

Successful Corporate Relations

Page 25: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Corporate relations models (in terms of consumer behavior)Egoism Lifestyle affiliation Point-of-sale Power of choiceProduct promotionSlacktivismTwo birds, one stoneWhat’s in it for me? (WIIFM)

Successful Corporate Relations

Page 26: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsEgoism

Page 27: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Egoism

DescriptionParticipants are attracted to the quantifiable measures of success and the pride gained through helping nonprofits

Pros This audience is generally more competitive in their fundraising and volunteering

Cons Donors tend to have an all-or-nothing approach; finding a middle ground or simpler alternative way to donate is important

Page 28: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 29: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

promotion Activation

Page 30: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsLifestyle Affiliation

Page 31: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Lifestyle Affiliation

DescriptionUsers who engage with these nonprofits are able to connect to and join in with a lifestyle they have or aspire to have

Pros Followers are fiercely loyal because they feel a personal connection to the nonprofit: “I am just like them, and they are just like me.”

Cons Connections could lack sustainability since they are built on trends

Page 32: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 33: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

merchandise,awareness

individual donations

Page 34: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate RelationsPoint-of-Sale

Page 35: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Point-of-Sale

Description Customers are able to donate to a nonprofit during their normal checkout process at a retailer

Pros A very easy and affordable way for consumers to participate

Cons High initial start-up funding and publicity are needed for the nonprofit to generate a successful return

Page 36: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 37: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 38: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

promotion activation

point-of-sale donation

Page 39: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsPower of Choice

Page 40: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Power of Choice

Description Participants have the power to choose, or influence, the way in which nonprofits use their resources

Pros Users become stakeholders; they feel a sense of investment in the nonprofit

Cons If the participant’s choice isn’t successful, they can become disengaged

Page 41: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 42: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Award $20M in grants to individuals, businesses and non-profits

promotion activation

users upload and promote their causes

consumers vote

winners receive grants

Page 43: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsProduct Promotion

Page 44: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Product Promotion

Description Companies donate a portion of revenue from the sale of a particular product to one or more charities; often involves retail products

Pros Generates revenue based upon ease, low risk and mass distribution

Cons Cluttered marketplace can result in a lack of differentiation

Page 45: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 46: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

promotion activation

bloggers celebrities

Page 47: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsSlacktivism

Page 48: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Slacktivism

Description A combination of the words “slacker” and “activism,” slacktivism allows users to participate or contribute without deviating from normal behavior

Pros Many people participate because it’s easy and low-risk

Cons Connections can be flat and lack meaning for followers

Page 49: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 50: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 51: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsTwo Birds, One Stone

Page 52: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Two Birds, One Stone

Description Participants are able to engage with a nonprofit while doing an activity they enjoy, or want to participate in

Pros People are able to accomplish two of their goals at once, making the benefits more tangible to them

Cons This platform requires relatively high levels of participation and commitment

Page 53: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 54: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 55: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Corporate Relations ModelsWhat’s in it for me? (WIIFM)

Page 56: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

What’s in it for me?

Description For helping a nonprofit, consumers get something in return, like a product or discount

Pros Tangible incentives help participants validate their engagement

Cons Providing incentives that have broad appeal can be challenging

Page 57: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely
Page 58: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

promotion charity benefit consumer benefit

Purchase the Ann Cares card for $25 and get 20% off at Ann Taylor or LOFT stores

Page 59: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

What does a successful relationship look like?

What can we learn and apply?

Page 60: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

What can we learn?

Page 61: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Packaging and Pricing

Assemble Prospect List

Customize Presentations

Present to Prospects

FinalizeAgreements

ManagePartnerships

What can we apply?

Page 62: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Packaging and Pricing

Assemble Prospect List

Customize Presentations

Present to Prospects

FinalizeAgreements

ManagePartnerships

Packaging and Pricing

CustomizePresentations

Present to Prospects

FinalizeAgreements

ManagePartnerships

What can we apply?

Analyze and prioritize salable assets

Package assets into cohesive proposals

Define pricing tiers

Page 63: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Packaging and Pricing

Assemble Prospect List

Customize Presentations

Present to Prospects

FinalizeAgreements

ManagePartnerships

Assemble Prospect List

Six degrees of separation

Existing corporate donors

Local advisory boards

Individual donors

You already know everyone you need to know

What can we apply?

Page 64: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Packaging and Pricing

Assemble Prospect List

Present to Prospects

CustomizePresentations

FinalizeAgreements

ManagePartnerships

Develop presentations including customized,

mutually beneficial partnership opportunities

What can we apply?

Page 65: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

CustomizePresentations

FinalizeAgreements

Present to Prospects

ManagePartnerships

Conduct in-person meetings with corporate prospects and Salvation

Army contacts to discuss new or expanded

relationships

What can we apply?

Packaging and Pricing

Assemble Prospect List

Page 66: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

Present to Prospects

ManagePartnerships

CustomizePresentations

FinalizeAgreements

Negotiate final agreements with corporate prospects

Strive for multi-year agreements to maximize impact and measurement

What can we apply?

Packaging and Pricing

Assemble Prospect List

Page 67: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

Corporate Relations

FinalizeAgreements

CustomizePresentations

Present to Prospects

ManagePartnerships

Identify an in-house partnership coordinator who ensures benefits are

delivered and received

Conduct recurring check-in calls

Provide partnership recap presentations

Renew! Renew! Renew!

What can we apply?

Packaging and Pricing

Assemble Prospect List

Page 68: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

ExampleDFW Metroplex Command

125th Anniversary

Page 69: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Prepared for Ford

Doing the most

good

Page 70: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Serving since 1865

Page 71: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

!e Salvation Army serves nearly

30 MillionAmericans in need every year

Page 72: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

!at’s equivalent to one person every second of every day

Page 73: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

“!ere is no reward equal to doing the most good to the most people in the most need.” Evangeline Booth

Page 74: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

9,931,658 homeless people sheltered in 2012

Page 75: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

!e largest FREE adult rehabilitation program in the United States

Page 76: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

57,833,281 meals served in 2012

Page 77: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

1,681,549 children served in community centers and day care

Page 78: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

670,508 senior citizens served in 2012

Page 79: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

In each community, local staff identify community needs and build programs to help meet those needs.

Homeless outreachChild development

Christmas assistanceBasic needs (food and utilities)

Elderly careAdult and drug rehabilitation

Veterans assistanceDisaster response

GED services

Battered women and child services Financial consulting

Job placement

How The Salvation Army Works

Page 80: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

DFW Metroplex Command125th AnniversaryNovember 2013–December 2014

125th Anniversary ChairCharlotte Jones Anderson

Honorary ChairsFormer President George W. Bush and Mrs. Laura Bush

Gene and Jerry Jones

Page 81: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

1889–2014

Serving over 100,000 men, women, and children per year

Providing more than 900,000 meals per year

Operating 22 locations across five major counties

125 Years Serving Dallas-Fort Worth

Page 82: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

IntroducingWho is doing the most good

An exclusive year-round partnership platform

Page 83: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Who is doing the most goodPlatform summary

A year-long series of celebratory events

Engaging audiences of all ages

Delivering extensive marketing, media, and promotional value

Honoring 125 years of service to Dallas-Fort Worth and beyond

Page 84: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Who is doing the most good

Founding Partner

Corporate Partners

Page 85: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Who is doing the most goodExclusive Partnership Opportunity

Page 86: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Spring 2014

Page 87: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the Most Good

Luncheon March 18, 2014–Fort Worth, TX

Page 88: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Executive Leadership BreakfastMarch 2014 – Fort Worth, TX

Echelon Young ProfessionalsMay 10, 2014–Dallas, TX

Page 89: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Fort Worth Luncheon

Centerpiece of !e Salvation Army calendar

in Fort Worth

Echelon YoungProfessionals

Connect with the next generation of DFW philanthropic leaders

Dinner and gala at !e Ritz-Carlton

Spring 2014

Page 90: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

The Most Good 5K & Obstacle RaceMay 3, 2014–Dallas, TX

Page 91: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Page 92: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Page 93: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

The Most Good 5k & Obstacle RacePartnership Opportunity

May 3, 2014–Trinity Grove in Dallas, TXRace meets obstacle course, powered by Camp Gladiator

A series of team-oriented “challenges” (potential to integrate sponsor products) Course throughout Trinity Groves area of Dallas

Race wrap-up celebration

Spring 2014

Page 94: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

The Most Good 5k & Obstacle RacePartnership Opportunity

A catalyst for relationships with young professionalsTeam and peer-to-peer fundraising featuring a “Choose your impact” component

Feed the Hungry

Shelter theHomeless

Assist the Elderly

EmpowerYouth

Help in Disaster

Spring 2014

Page 95: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

The Most Good 5k & Obstacle RaceActivation ideas

Built Ford ToughA running feed of photos from both races that

use the hashtag #BuiltFordTough

Pull a HybridTeams must pull a Ford Fusion Hybrid 20 yards to showcase the incredible lightweight

aluminum body

Pace Car!e Ford Mustang to be the o"cial pace car

for the 5K

Spring 2014

Page 96: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Fall 2014

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Spring 2014

DFW Metroplex Command 125th Anniversary

FTW Luncheon EchelonYET Luncheon Dallas CEO Breakfast

Executive Leadership BreakfastSeptember–Dallas, TX

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Doing the most good

DFW Metroplex Command

Corporate Leadership BreakfastDallas

Intimate gathering of CEOs and executives

Fall 2014

Page 99: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

The Most Good Music FestivalSeptember 6, 2014–Fort Worth, TX

Page 100: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

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Doing the most good

DFW Metroplex Command

The Most Good Music FestivalPartnership Opportunity

September 6, 2014–Panther Island in Fort Worth, TXLeveraging the power of music to engage young audiences

A multi-band outdoor music festival with national and local talentDonate goods for ticket discounts and prizes

Modern integration of !e Salvation Army music traditions

Fall 2014

Page 102: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

#FordZoneSet up for fans for an opportunity to win

prizes and money by interacting with di#erent vehicles and games

The Most Good Music FestivalActivation ideas

Fall 2014

Ford Ultimate TailgateGet fans excited about the concert with Ford Ultimate Tailgates at select Albertsons leading up to the event

Local StageFord to be the presenting sponsor of the “local” stage

Page 103: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Holiday 2014

Page 104: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command 125th Anniversary

Doing the Most Good

Luncheon November 2014–Dal la s , TX

Page 105: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Red Kettle KickoffN o v e m b e r 2 7 , 2 0 1 4 – D a l l a s , T X

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106

Red Kettle KickoffN o v e m b e r 2 7 , 2 0 1 4 – D a l l a s , T X

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107

Red Kettles No v e m b e r – D e c e m b e rD F W M e t r o p l e x

Page 108: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

A n g e l T r e e December – DFW Metroplex

Page 109: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Dallas Luncheon

!e cornerstone fundraising event for !e Salvation Army in the

Dallas community

Raises over $3M in annually

Red Kettles

Recognition at over 583 Red Kettles at major retail locations

across Dallas-Fort Worth in 2013

10 high-traffic malls

Major retailers like Walmart, Sam’s Club, and Macy’s

Holiday 2014

Angel Tree

Largest personalized gift-giving program in the Metroplex, serving

53,775 in 2013

10 high-tra"c malls

398 adopting companies/organizations

Page 110: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Year-Round Opportunities

Page 111: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Youth Education Town (YET)Official Launch in February 2014–Arlington, TX

!e mission of the YET is to enable all young people from North Texas, especially those who need us most, to reach their full potential as productive, caring, and responsible citizens.

Page 112: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Circle Drive

Page 113: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

DFW Metroplex Command

Year-Round OpportunitiesYET Grand Opening

Page 114: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Year-Round Opportunities

Event Donation TruckSpecial edition co-branded Salvation Army and Dallas Cowboys truck

with a percentage of purchase donated

Page 115: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Employee EngagementVolunteer Opportunities

Page 116: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Salvation Army Warehouse

Team up to organize and distributes thousands of Angel Tree gifts to deserving families

during the Holiday season

Bell Ringing

Employees can volunteer to ring bells at the 583 Red Kettles across the Dallas-Fort Worth Metroplex

SpecialEvents

Volunteer opportunities at !e Most Good 5K & Obstacle race, !e Most Good Music Festival,

and other events

Year-Round OpportunitiesEmployee Engagement

Page 117: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Year-Round Opportunities

ServiceVehicles

Significant “mobile billboard” branding opportunity

Logo Placement

Direct Mail & Social Media

Inclusion in e-newsletters, mail, and social media

Call-to-action messaging driving donors to Ford locations

FORD Vehicles

Service vehicle provider brought to you by Ford

Visibility at Salvation Army programming

Page 118: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Calendar

Echelon (May 10)

!e Most Good Race

(May 3)

!e Most Good Music Festival (September 6)

Annual Fort Worth

Luncheon (March 18)

Annual Dallas Luncheon

(TBD)

Red Kettles (TBD)

Angel Tree (TBD)

Irving Luncheon

(TBD)

2014 �

Executive Leadership Breakfast

(Dallas)

Red Kettle Kicko"

(November 27)

Women’s Auxiliary

Fashion Show (May 5)

Denton Luncheon

(May 18)

Jan.% Feb.%% Mar.% April%% May%% June%% July%% Aug.%% Sep.%% Oct.%% Nov.%% Dec.%%

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Doing the most good

DFW Metroplex Command

Who is doing the most goodExclusive Partnership Opportunity

Page 120: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Who is doing the most good

Founding Partner

Signature Partnership Opportunity

Term: 3 yearsInvestment: $X

Cornerstone Partnership Opportunity

Term: 3 yearsInvestment: $X

Page 121: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Employee Engagement

Red KettleAngel Tree

Obstacle RaceMusic Festival

Volunteer Service

Retail

Red KettleAngel Tree

Sampling

Obstacle RaceMusic Festival

Branding

Obstacle RaceMusic Festival

Red KettleAngel Tree

Donation Trucks

Hospitality

Obstacle RaceMusic Festival

Who is doing the most goodSignature Partnership Opportunity

Page 122: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

The Most Good 5K & Obstacle RaceSponsorship benefits Signature CornerstoneNaming ✔  VIP area branding ✔  VIP area access ✔ ✔Social media posts All posts 2 postsMicrosite/event page placement Lead ProminentE-blast placement Lead ProminentVolunteer spots 20 8Speaking opportunity ✔  Inclusion in promotional materials All - Lead All - ProminentInclusion in thank-you materials All - Lead All - ProminentMedia/on-camera interview ✔  Press release ✔ ✔

Merchandise (shirts, bandannas, socks) T-shirt - lead T-shirt - inclusion

On-site activation

Dedicated activitySampling

Data capture

Dedicated activitySampling

Data captureOn-site activation space signage ✔ ✔

On-site directional signage ✔ ✔

On-site general signage ✔ ✔On-site sampling ✔ ✔On-site data capture ✔ ✔

Performance stage signage ✔ ✔

Registration location ✔ ✔

Sampling in registration packet ✔ ✔125th / event logo Usage Usage

Page 123: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

The Most Good Music Festival

Sponsorship benefits Signature CornerstoneNaming ✔  Corporate hospitality: VIP area access ✔ ✔

Corporate hospitality: backstage passes 8 6Social media posts All posts 2 postsMicrosite/event page placement Lead ProminentE-blast placement Lead ProminentInclusion in promotional materials All - Lead All - ProminentInclusion in thank-you materials All - Lead All - ProminentMedia relations Inclusion in press release Inclusion in press releaseMedia event signage ✔ ✔

On-site signageCustomized activation areas

Backstage VIP areaStage signage

Media event signageOn-site activation 10x10 10x10On-site activation space signage ✔ ✔

On-site directional signage ✔  On-site general signage ✔ ✔

On-site sampling ✔ ✔

On-site data capture ✔ ✔

PA announcements ✔ ✔

Speaking opportunity ✔  125th / event logo Usage Usage

VIP hospitalityVIP area

Meet-and-greetsVIP area access

Meet-and-greets

Page 124: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Luncheon

Sponsorship benefits Signature CornerstoneVIP seating ✔ ✔

Inclusion in invitation ✔ ✔

Speaking opportunity ✔

Inclusion in promotional materials All All

Inclusion in thank-you materials All AllGiveaway items ✔ ✔

125th / event logo Usage Usage

Page 125: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Red Kettle and Angel Tree

RED KETTLE    Sponsorship benefits Signature Cornerstone 125th / Red Kettle logo Usage UsageBell ringers 100 spots 25 spots

Digital recognition ✔ ✔

Location(s) Official Red Kettle location(s) Official Red Kettle location(s)On-site signage Customized signage Customized signage

Red Kettle and Angel Tree celebration Location host; 10 tickets 4 ticketsSocial media ✔ ✔

ANGEL TREE    

Sponsorship benefits Signature Cornerstone125th / Angel Tree logo Usage UsageDigital recognition ✔ ✔

Location(s) Official Angel Tree location(s) Official Angel Tree location(s)On-site signage ✔ ✔

Red Kettle and Angel Tree celebration 10 tickets 4 tickets

Social media ✔ ✔

Page 126: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Doing the most good

DFW Metroplex Command

Year-Round Opportunities

Sponsorship benefits Signature Cornerstone

Brand integration on Salvation Army service vehicles 40 Vehicles 20 Vehicles

Employee engagement - Service center volunteering ✔ ✔

Employee engagement - Event volunteering ✔ ✔

Communications - E-newsletter integration ✔ ✔

Communications - Website integration ✔ ✔

Communications - Social media integration ✔ ✔

Communications - Direct mail integration ✔ ✔

Page 127: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Prepared for Ford

Doing the most

good

Page 128: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

The game has changed

What does a successful relationship look like?

What can we learn and apply?

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Page 130: Doing the most - Amazon S3...Doing the most good Corporate Relations 1996 The story of the American Kidney Fund From 1971 to the mid 1990s the American Kidney Fund (AKF) relied largely

Corporate Relations

Doing the most

good


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