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And now a word from our sponsors…Tracy DeVries and Olga WoltmanApril 26, 2012

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 Practices2

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…

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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 GuidelinesSpecial 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

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.

Hashtag for use on Twitter: #SharetheLove

Official Subaru “Share the Love” event website:

Subaru.com/share

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.

•“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.

14 | Subaru “Share the Love” event Special Olympics Activation Toolkit

Special Olympics

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.

15 | Subaru “Share the Love” event Special Olympics Activation Toolkit

Special Olympics

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

16 | Subaru “Share the Love” event Special Olympics Activation Toolkit

Special Olympics

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 co-branded 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.

 

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.

17 | Subaru “Share the Love” event Special Olympics Activation Toolkit

Special Olympics

Newsletter CopyInclude event logo or co-branded logo and link to Subaru.com/share.

“Share the Love” with Special Olympics at Your Local Subaru DealerWe’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.

 

18 | Subaru “Share the Love” event Special Olympics Activation Toolkit

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

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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!

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Where they get information

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Where they want to be solicited

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Where they give

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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

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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!

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Thank you!

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