doing the most - amazon s3...doing the most good corporate relations 1996 the story of the american...
TRANSCRIPT
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Corporate Relations
Doing the most
good
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Corporate Relations
The game has changed
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Corporate Relations
The game has changed
What does a successful relationship look like?
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Corporate Relations
The game has changed
What does a successful relationship look like?
What can we learn and apply?
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Corporate Relations
The game has changed
What does a successful relationship look like?
What can we learn and apply?
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Doing the most good
Corporate Relations
1983
$1.7M raised for restoration fund
45% increase in new cardmembers
28% increase in card usage
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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
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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.”
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Doing the most good
Corporate Relations
2006
Product (RED) reinvented corporate relations
Pioneered a sustainable modelfor the corporate sector
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Doing the most good
Corporate Relations
2008
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Doing the most good
Corporate Relations
2010
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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”
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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.”
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Doing the most good
Corporate Relations
Corporate giving still only accounted for 5% of total giving
14%
8%
5%
73%
2012
Individual CorporationsBequest Foundations
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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%
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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
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Doing the most good
Corporate Relations
2013
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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
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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
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Corporate Relations
The game has changed
What does a successful relationship look like?
What can we learn and apply?
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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
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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
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Corporate Relations
Corporate Relations ModelsEgoism
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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
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promotion Activation
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Corporate Relations
Corporate Relations ModelsLifestyle Affiliation
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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
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merchandise,awareness
individual donations
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Corporate Relations
Corporate RelationsPoint-of-Sale
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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
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promotion activation
point-of-sale donation
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Corporate Relations
Corporate Relations ModelsPower of Choice
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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
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Award $20M in grants to individuals, businesses and non-profits
promotion activation
users upload and promote their causes
consumers vote
winners receive grants
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Corporate Relations
Corporate Relations ModelsProduct Promotion
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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
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promotion activation
bloggers celebrities
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Corporate Relations
Corporate Relations ModelsSlacktivism
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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
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Corporate Relations
Corporate Relations ModelsTwo Birds, One Stone
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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
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Corporate Relations
Corporate Relations ModelsWhat’s in it for me? (WIIFM)
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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
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promotion charity benefit consumer benefit
Purchase the Ann Cares card for $25 and get 20% off at Ann Taylor or LOFT stores
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Corporate Relations
The game has changed
What does a successful relationship look like?
What can we learn and apply?
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Doing the most good
Corporate Relations
What can we learn?
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Doing the most good
Corporate Relations
Packaging and Pricing
Assemble Prospect List
Customize Presentations
Present to Prospects
FinalizeAgreements
ManagePartnerships
What can we apply?
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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
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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?
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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?
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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
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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
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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
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Corporate Relations
ExampleDFW Metroplex Command
125th Anniversary
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Prepared for Ford
Doing the most
good
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Serving since 1865
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!e Salvation Army serves nearly
30 MillionAmericans in need every year
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!at’s equivalent to one person every second of every day
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“!ere is no reward equal to doing the most good to the most people in the most need.” Evangeline Booth
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9,931,658 homeless people sheltered in 2012
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!e largest FREE adult rehabilitation program in the United States
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57,833,281 meals served in 2012
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1,681,549 children served in community centers and day care
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670,508 senior citizens served in 2012
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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
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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
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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
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Doing the most good
DFW Metroplex Command
IntroducingWho is doing the most good
An exclusive year-round partnership platform
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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
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Doing the most good
DFW Metroplex Command
Who is doing the most good
Founding Partner
Corporate Partners
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Doing the most good
DFW Metroplex Command
Who is doing the most goodExclusive Partnership Opportunity
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DFW Metroplex Command
Spring 2014
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Doing the Most Good
Luncheon March 18, 2014–Fort Worth, TX
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Executive Leadership BreakfastMarch 2014 – Fort Worth, TX
Echelon Young ProfessionalsMay 10, 2014–Dallas, TX
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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
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The Most Good 5K & Obstacle RaceMay 3, 2014–Dallas, TX
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DFW Metroplex Command
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DFW Metroplex Command
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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
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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
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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
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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
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The Most Good Music FestivalSeptember 6, 2014–Fort Worth, TX
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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
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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
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DFW Metroplex Command
Holiday 2014
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DFW Metroplex Command 125th Anniversary
Doing the Most Good
Luncheon November 2014–Dal la s , TX
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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
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A n g e l T r e e December – DFW Metroplex
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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
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DFW Metroplex Command
Year-Round Opportunities
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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.
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Circle Drive
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DFW Metroplex Command
Year-Round OpportunitiesYET Grand Opening
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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
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Employee EngagementVolunteer Opportunities
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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
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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
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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
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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
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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
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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
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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
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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
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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 ✔ ✔
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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 ✔ ✔
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Prepared for Ford
Doing the most
good
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Corporate Relations
The game has changed
What does a successful relationship look like?
What can we learn and apply?
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Corporate Relations
Doing the most
good