case study - sport relief 2012

7/27/2019 Case Study - Sport Relief 2012

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BT has supported Sport Relief and Red Nose Day since

the charity was founded in 1985. As well as providing

the complex and innovative network infrastructure that

enables the charity phone number to be routed across the

country to the participating call centres, hundreds of BT

employees volunteer thousands of hours to take donation

calls and to fundraise for Sport Relief and Comic Relief onalternate years.

For Sport Relief 2012 (Sept 2011 April 2012) BT also

sponsored a series of celebrity challenges including David

Walliams swimming the length of The Thames and John

Bishops triathlon from Paris to London. To top it all, for

2012 BT pledged to raise 1 million for the charity.

From board members performing Zumba to fundraising

teams baking cakes and cycling the length of the country

to BT people lining the route and supporting the

celebrities on every step of their challenges, BT maximised

this sponsorship to drive employee engagement and pride

more than ever before. We also smashed our target and

raised 1.2m (243% up on the previous year).

The challenge

The challenge this year was to keep the externalsponsorship fresh and new in order to inspireand motivate employees to get involvedfundraising/volunteering for this amazing charity.The challenge was made greater still for 2012,

as BT pledged to raise 1million for the charity(186% increase on the 350,000 raised theprevious year).

Employee engagement objectives

Drive employee pride and engagement

Create a unifying campaign that encompassedall parts of BT

Use the external sponsorship to inspire

our people

Drive volunteering participation.

Sport Relief

2012 was without

doubt our best

employee engagement

campaign to date

Gavin Patterson, Chief

Executive BT Retail and

BTs sponsor of CSR

Post Sport Relief 2012,the BT EmployeeEngagement Indexrevealed:

A 6% increase in thenumber of peoplewho are proud of

the contribution BTmakes in society.

BTs sponsorship of Sport Relief 2012


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Sport Relief Ambassadors programme

BT people were invited to volunteer to bring the campaign to life locally. Over

360 people came forward to create a Sport Relief Ambassador network. Theyproject-managed, communicated, problem solved, led, inuenced and motivatedtheir teams to get involved, using their BT Sport Relief toolkit. They formed atightly knitted team in constant communication, sharing ideas and feedback.

Aside from raising over 2.5k for a fantastic charity and touching the

lives of people I will never meet, I met some really fabulous BT peoplethat I wouldnt have met.BT Ambassador

2012

model:

Leadership

authenticitySponsorship

BT people/

partners+ =Resources/

tools

Opportunity to

get involved

Personal

connection

Permission to

do own thingInspired

We designed a unifying pan-BT campaign constructed around a core theme of whats your BT Sport Reliefchallenge? that people could connect with personally.

The engagement model focused on:

Leadership involvement to inspire and give permission to get involved A Sport Relief ambassador network with centrally provided tools and resources to make fundraising and

volunteering easy and accessible to all.

Strategic approach

The BT leadership team led from the front

The leadership team put themselves in unlikely situations to inspire their peers to raise initial awareness. Theysupported and encouraged their teams in their fundraising efforts and undertook personal BT Sport Reliefchallenges chosen by their people.

They lmed a spoof keep t video whichquickly went viral across BT. Senior managerstravelled the length and breadth of BTs UK

operations in a single day undertaking asmany fundraising challenges as possiblefrom washing cars, cleaning windows, takingpart in egg and spoon races and performingZumba tness dances.

Richard Cameron, CFO BT Retail, and his Finance team pictured warming up for their upcoming London Bridge Walk challenge with specially created celebrity puppets to motivate the team

Innovate and Design CEO Clive Selly

wearing a football shirt of hurt aspart of his BT Sport Relief Day of

Hell, accompanied by senior colleagues

John Cummings, Daryl Szbesta and

Howard Watson.

BTs senior leadership

team spoofvideo

BT Wholesale Managing

Directors Mick Waymanand Angus Flett put their

best foot forward


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Ways to participate

To make it accessible and appealing to all,employees were offered ve core ways to getinvolved from:

Buying a rafe ticket

Taking calls on the night

Lining the route

Working or performing at the BT ball and

Individual / team fundraising.

Manning the telethon

The BT network with its volunteers in London,Leicester, Enniskillen, Oswestry, Newcastle andGlasgow handled 260,000 calls, helping SportRelief 2012 reach a record breaking total of

50 million by 1:30am on the night.

Supporting the celebrities by Lining the Route

BT people were invited to line the celebrity challenge routes, becoming avolunteer force that galvanised the crowd and acted as a fundraising collectionteam. Over 150 people came together as small teams taking a variety of rolesfrom team leader, to banker, to photographer to public entertainer and bravedappalling weather and difcult terrain to cover over 430 miles alongside David

Walliams and John Bishop.

Over 38,000 was collected from the public over the two challenges, an

unprecedented sum, but the impacts on the BT people and the celebritiesthemselves were far more impressive. According to a BT survey, 100% said thattaking part in the Lining the Route Sport Relief challenge made them feel proudto work for BT and 97% said that as a result of Line the Route, they willget more involved with other activities to support BTs 1m Sport Reliefchallenge. David Walliams was so inspired he took time to visitBT ofces and do an audience with the BT team which was videoconferenced across the company.

Every time I

got in or out of

the water I saw

a BT employee

cheering me on,David Walliams

It was a great feeling to think that BT was really doing its bit.

Members of the public really appreciated that we were there

Putting something back which is recognised by the public and thefantastic comments given, made me feel proud to work for BT.

@MrsLS just been rescued

by the boat that sponsors BThave on the water. Go BT!

David Walliams

wife tweeted:


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Individual & team fundraising

158 BT teams set up fundraisingpages on MyDonate. Fundraisingranged from tiddliwink challenges,fancy dress and personalachievements such as sky dives tothe 19 strong BT Geordie Shore-

2-Shore team cycling 150 milesover three days along some of

the highest and steepest roads inthe UK, raising over 6,000. Notto mention the hundreds of BTemployees who ran the SportRelief mile.

See video and supporting information forfurther BT fundraising examples.

Supporting the BT ball

The BT Sport Relief ball raised over450,000 for Sport Relief. It wassupported on the night by over 200BT volunteers who, before enjoyingthe evening as guests, stuffedgoody bags and did all manner ofjobs to bring the event to life.

The Results

Survey of BT employees who supported Sport Relief 2012 revealed:

Post Sport Relief 2012 The BT Employee Engagement Index revealed a 6% increase in the number ofpeople who are proud of the contribution BT makes in society

With the help of its people BT smashed its fundraising target and raised 1, 285,148.59 for SportRelief 2012.

BT employee and Britians Got Talent nalist Steven Hall delayed his retirement to perform at the BT ball.

case study - sport relief 2012

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