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					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                Approved General Copy Long Option:
created by Subaru. This will be most useful for those Programs
activating with an 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
Three options for logos / buttons are being provided. The first           and they’ll donate $250 to your choice of five charities, one of
is the Subaru “Share the Love” event official logo, referred to in this   which is Special Olympics. Over the last three years, they’ve
toolkit as “event logo.” The second two are co-branded logos              donated nearly $15 million dollars to charity. They hope to donate
referred to here as “co-branded logos.” You may only use these            another five million by sharing the love again this year.
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           Approved General Copy Short Options:
DeVries tdevries@specialolympics.org.
                                                                          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"
Hashtag for use on Twitter: #SharetheLove                                   following the title is also lowercase.
Official Subaru “Share the Love” event website: Subaru.com/share          • Do not use Subaru’s “Share the Love” event. Subaru should
                                                                            never be possessive.




   Special Olympics
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
                                                                         Long:
• All Program staff includes e-mail tag for at least                     Get a great deal and support a great cause. If you,
  two weeks during the promotion between                                 or someone you know, are purchasing a Subaru by
  November 19, 2011 and January 3, 2012.                                 January 3, 2012, pick Special Olympics as your
• Text & artwork provided by SOI.                                        “Share the Love” charity and Subaru will make a
                                                                         $250 donation to support our athletes! Each charity
• You may also include the event logo or co-                             will receive a minimum donation of $250,000, up to
  branded logo on your e-mail signature.                                 a maximum total donation among all charities of
• Please remove the signature from your e-mail                           $5,000,000. Learn more at: Subaru.com/share.
  tag by January 4, 2012.
• Below is the text you will be required to use on                       Short:
  your e-mail signature during the promotion,                            We’re proud to be a charitable partner in the
  should you choose this activation option.                              Subaru “Share the Love” event. Help Subaru
• E-mail signature graphic, please hyperlink to:                         support Special Olympics athletes and “Share the
  Subaru.com/share                                                       Love.” Get a great deal and support a great cause.
                                                                         Learn more at: 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                            Short:
  promotional time period with post-promotion                            Get a great deal and support a great cause. Help
  Activation Report.                                                     Subaru support Special Olympics athletes and
                                                                         “Share the Love.” Learn more
                                                                         at: Subaru.com/share.



  Special Olympics
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

				
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