The Whitecaps Foundation

Case Study: Building for Success

It Starts With a Vision…

• Philanthropic, visionary ownership

• Courage

• Patience

• People

Building the Framework

• Front office

• On-field product

• Off-field investments

• Unique programs

A Bumpy Road

• Rapid organizational growth

• “It’s the way we’ve always done it”

• Staff wearing multiple hats

• Strained relations with the CSA/BCSA

Getting Results

• Customer satisfaction

• Brand awareness

• Earned media

• New opportunities: MLS, NSDC, BC Place

• BC Soccer Association

The Whitecaps Foundation

• Strategic objective: Significant Community Asset

• Mission development

• Separate, but related brand identity

• Case for support

• Board structure

• Fundraising committees

Foundation Structure

Foundation - Success

• $140,000 funds raised

• High profile business and community leaders

• Website (whitecapsfoundation.org)

• Cross-department collaboration

• Leveraging all organization resources

• Earned media

• Strategic philanthropy

Foundation - Challenges

• Human resources

• Traditional approaches don’t work

• Diverse target audiences

• Lack of cohesive story

Strategic Philanthropy

• Leverage two or more budgets of partner

• Provide marketing benefits based on total investment

• Tap into CSR/HR objectives

• Activation still key

• Emotional connection

Look for Value-Adds

• Nominate partner for an award

• Provide B2B opportunities

• Make introductions

• Joint presentations

Key Learnings

• Realistic goals

• Cultivate ambassadors

• Airtight case for support

• Strategic plan

• Detailed workplans

• Detailed communications plan

• Stable revenue base

• Collaboration, collaboration, collaboration

Identifying Your Assets

• Who are you? (Know your mission/goals)

• Who loves you? (Know your donors/ambassadors)

• Who could love you? (Treasure mapping)

• How do people get to know you? (Media/PR)

• Who do you love? (Strategic partners)

• How can you date? (Strength in numbers)

Leveraging Your Assets

• Educate your ambassadors

• Get creative

• Bundle

• Measure

• Know your audience

• Ask, ask, ask

Questions?

whitecapsfoundation.org