walmart campaign 2018 training for red cross … campaign 2018 campaign training | 2 objectives the...
TRANSCRIPT
Walmart Campaign 2018 Campaign Training | 2
Objectives
The purpose of this training is to prepare you, as a Red Cross Walmart
Ambassador, for the 2018 Walmart Campaign
At the end of this webinar, you will be able to:
Describe the Red Cross/ Walmart partnership
Explain how the campaign funds are vital to the delivery of the Disaster
Management Program
Recognize what’s expected of you as a Red Cross Walmart Ambassador
Walmart Campaign 2018 Campaign Training | 4
Disaster management - DID YOU KNOW?
From house fires to hurricanes, disasters can strike quickly and without warning
across the country – when they do, the Red Cross is ready to help Canadian
families and communities respond and recover.
When a disaster strikes, the Canadian Red Cross relies on a network of more
than 5,000 trained disaster response volunteers across Canada. This includes
disaster response, recovery, and support as a community rebuilds.
The Red Cross also provides reunification and family messaging services to
families who have been impacted by a disaster or emergency.
Further tips for emergency preparedness planning can be found online at
www.redcross.ca/ready.
Walmart Campaign 2018 Campaign Training | 6
Red Cross and Walmart have shared values
“Ordinary people, doing extraordinary things.”
Canadian Red Cross Volunteer
“We are ordinary people performing at
extraordinary levels.”
Walmart Associates
Walmart Campaign 2018 Campaign Training | 7
A bit of history
2003 – Walmart donates $25K for general DM
2004-5 – Walmart donates over $1.7million for Tsunami, Katrina and Southeast
Asia earthquake
2005-6 – Walmart donates $500K in partnership fees /support and general DM.
First year of blanket donation - partnership really starts to take shape
2006-7 – First year of in store campaign with corporate match per store
2007-8 – Walmart introduces annual $100K of gift card donation in addition to
blankets and in-store campaign
2008 – Annual in-store campaign, blankets, gift cards PLUS additional GIK.
2016 – An unprecedented $1.93 million raised by Walmart customers and
associates in support of the Alberta Fires Appeal in just two weeks
2017: Record breaking 2017 Walmart Campaign raises $3.24 million for disaster
preparedness and response
Walmart Campaign 2018 Campaign Training | 9
Campaign Overview
2018 Red Cross Campaign Goal*: $2.7 million
(does not include WM corporate match) - we
raised over $3.2 million in 2017 (this amount
includes the $818,000 we received in corporate
match dollars)
23 campaign days from February 15th – March 9th
$2,000 corporate match per store if store raises
$2,000
Cashiers ask customers to support families who
need the Red Cross
Funds support disaster response in Canada at a
local level as well as large scale
Supported by store associates and volunteers
Walmart Campaign 2018 Campaign Training | 10
How does the Campaign work?
Walmart cashiers ask customers to
add a donation to their total bill
Donations are tracked via the
barcode on the icon.
Please note that many stores are also
using self check outs
Funds raised are matched by
Walmart Canada up to $2,000 per
store
As a Red Cross Walmart
Ambassador, it is our hope that you
will continue to build your store
relationship all year long and we can
help you do this
Walmart Campaign 2018 Campaign Training | 11
Who is involved at Walmart?
Cashiers – the associates who ask
customers to donate
In-Store Champions – those
associates who motivate their
colleagues and plan the extra events
(e.g., BBQ’s – Popcorn – Cotton
Candy – Cookies)
Customer Service Managers
Front-End Managers – manage the
cashiers
Store Managers and Co-Managers
Walmart Campaign 2018 Campaign Training | 12
Walmart will...
Establish goals for each store
Provide weekly results totals during the Campaign
Encourage stores to host additional events to further support the campaign
(some of these will take place before the ‘official’ launch of the campaign)
Promote the Campaign through internal communication initiatives
Walmart Campaign 2018 Campaign Training | 13
The Red Cross Philanthropy Team will...
Be responsible for campaign results within their designated region
Communicate directly with Red Cross Walmart Ambassadors within their region
Ensure volunteers’ campaign readiness (i.e. training, necessary messaging &
collateral)
Track and support in-store fundraising events
Visit stores during campaign and take the lead for some stores without a
designated Red Cross Walmart Ambassador
Will manage any issues that are brought to them from the volunteers
Walmart Campaign 2018 Campaign Training | 15
Red Cross Walmart Ambassador
Responsible for executing the campaign in their designated store(s)
Introduces self to store manager(s) prior to campaign and arranges time for the
campaign launch meeting
Speaks on behalf of CRC at Walmart morning* in-store meetings
Reminds manager about tracking and recognizing Walmart associate
“Fundraising Stars”; arranges for certificate/buttons for these Fundraising Stars
with their CRC Philanthropy Staff Lead
Supports in-store fundraising events if requested to do so
Communicates potential media opportunities to Provincial Campaign Staff Lead
Attends store post-campaign to convey our thanks**
When possible, build and maintain good relationships with store managers and
key associates throughout the year
*In-store meetings may take place as morning or evening meetings based on store manager’s preference. (and
volunteer availability)
** There is no requirement this year to deliver plaque or thank you gift, but if you can stop by to say thanks and
congratulations on a successful campaign, please do so
Walmart Campaign 2018 Campaign Training | 16
Fundraising Stars
Important to identify those associates who go above and beyond what is
expected of them to support our campaign
The Red Cross has developed the Fundraising Star program to recognize
associates who raise $500 or more through paper icon sales or other fundraising
initiatives.
Each Fundraising Star receives a Fundraising Star certificate and pin to
celebrate their efforts
Chance for some friendly competition among associates
Walmart Campaign 2018 Campaign Training | 17
Campaign Materials
Materials included in the Red Cross Campaign Box
Goals Poster
Thank You Poster
Campaign buttons
Campaign DVD
2017 Disaster Response Impact Report
Instruction Sheet
Fundraising Tracking Sheet
Materials supplied by your Red Cross Lead
Buttons for Fundraising Stars (will be sent upon request)
Materials supplied by Walmart
Point of Sales card (also known as an ‘icon’)
Clings to go above cash registers
Info card (cheat sheet for associates)
Walmart Campaign 2018 Campaign Training | 18
Campaign Materials
Point of Sales Card (Icon) Cash Register Cling
Walmart Campaign 2018 Campaign Training | 21
Self-Checkouts
If the store has self-checkout ....
Many will have Walmart associates providing assistance at the self-checkouts or
will have line directors at the checkouts.
The volunteer can suggest that the line directors or customer assist associates
offer the POS cards to customers and suggest they consider adding this to their
purchase
Walmart Campaign 2018 Campaign Training | 22
Role at Launch Meeting
Welcome store associates and managers and thank them for their participation
Highlight the key messages about Disaster Management to emphasize the
importance of the campaign (found online in your resources)
Remind the cashiers of the importance of asking every customer to support the
Canadian Red Cross – be sure to share the Charity Checkout Facts found in
your resources to help alleviate some stress
Introduce and explain the Point of Sale (icon) card and Info Card
Describe the store associate “Fundraising Stars” recognition program
Walmart Campaign 2018 Campaign Training | 23
Role at Check-in Meeting
Provide an update on the dollars received to date (in-store and across Canada)
Offer to update the store’s goal poster if it is not up to date
Recognize store associates (cashiers or non-cash store associates) who may
have achieved either $500 + “Fundraising Stars” level
Remind the cashiers of the importance of asking every customer to support the
Canadian Red Cross by providing key messages on Disaster Management
Respond to questions from store associates and feedback from customers
Walmart Campaign 2018 Campaign Training | 25
Blitz Day Overview
Create a strong Red Cross presence in Walmart Stores across Canada to:
encourage campaign donations
educate associates and customers about the importance of disaster
preparedness
promote the Be Red Cross Ready workshop Red Cross Be Ready app
show how much the Red Cross appreciates support of Walmart
Teams of volunteers are assigned to Walmart Stores to:
attend the stores for a 3 hour period
chat with customers, thank them for their donations
provide information about the Red Cross & disaster preparedness( may set up
an information table if appropriate)
assist the cashiers with bagging*(if approved by Store Manager)
Walmart Campaign 2018 Campaign Training | 27
Social Media Guideline
If you are active via Social Media, please keep the following in mind:
Do not say anything online that you would not be comfortable seeing quoted on
the news, being asked about by your mother or having to justify to your boss.
Written conversations inside social media networks can often be found through
search engines such as Google. Even in cases where only your contacts can
see what you write, there is a possibility that one of them will forward what you
say and make it visible to a wider audience.
Personal conversations within social media networks regarding Red Cross
should always be considered public rather than private.
If you choose to tweet a photo, please obtain written consent and send the
consent form to your Regional Staff Lead
When tweeting, please tweet @redcrosscanada and/or your provincial Red
Cross Twitter handle (i.e. @RedCrossTalk).
Walmart Campaign 2018 Campaign Training | 28
Promotional Photos
A few tips....
Ask “How can I portray this story
visually?”
Have fewer than 5 people in a photo
Get close up!
Use a variety of vantage points
Remember: Get the person’s
consent, as well as their name and
title. (Use our Red Photo Release
form! Available online)
Walmart Campaign 2018 Campaign Training | 30
Campaign Timeline
Dates Description
January 25th to
February 12th
Volunteer training : This includes 1-2 hours of self directed training and an additional 2 hours of
general Red Cross training for anyone who has not volunteered with Red Cross in the past
Red Cross campaign materials will be shipped directly to your stores by courier. They should arrive
by Feb 5th and will be addressed to the attention of the Store Manager. The Red Cross Walmart
Ambassador will not be responsible for delivering materials
Week of February 5th Introduction to Walmart manager who is most responsible for campaign to
ensure campaign materials have arrived in-store and organize date for Launch Meeting
Morning Meeting #1 – Launch Meeting week of February 12th
February 15th – March
9th March
Walmart Campaign March February 15th – March 9th
Morning Meeting #2 – Check-in Meeting week of Feb 26th
Blitz Day March 3rd
March 12th – March
16th
Thank you package will be couriered to stores, please ensure your store receives it
Volunteer survey sent out end of March
Volunteer expenses with original receipts, submitted by April 6th