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Make the World A Better Place: Doing Good
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Make the World A Better Place: Doing Good

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An interative session at ASAE 2009 in Toronto featuring two Summit Award winning case studies. Includes a brief introduction into how associations can benefit with cause marketing alliances with …

An interative session at ASAE 2009 in Toronto featuring two Summit Award winning case studies. Includes a brief introduction into how associations can benefit with cause marketing alliances with businesses and charitable foundations.


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  • The Classic connecting the unconnected. Toothpaste & books … launched during “back to school” period. Colgate donated book collections; organized in-store readings; publicized free dental-care visits; donated toothpaste.
  • CAUSE: Sam’s + Pepsi – recycled plastic bottles … converted to fleece jackets. Results: 37 million bottles recycled. Sam’s donated $300,000+ to Keep America Beautiful affiliates and schools. Aquafina sales at Sam’s clubs up $50 million. And, the program resulted in 100,000 fleece jackets donated to children in need.
  • Click to run NBC video That ran 2:37 … what could you do to get your organization two & one-half minutes on network tv?
  • Transcript

    • 1. Connecting Great Ideas and Great People www.asaecenter.org Steve Drake, Christmas SPIRIT Foundation Matthew Shay, International Franchise Association Make the World a Better Place August 16, 2009 1:30 – 2:45 p.m.
    • 2. Make the World a Better Place
      • Associations do great work to improve society
      • Cause marketing can advance your mission
      • Lessons from two Summit Award winning campaigns
    • 3. Today’s Agenda Introduction 1 2 3 4 IFA Case Study CSF Case Study Question & Dialog
    • 4. Introduction 1
    • 5. The Untapped Association Resource Cause NonProfit Corporate Partner Association Partner $ 1
    • 6. Colgate & RIF $800,000 + 58,000 books since 2004 1
    • 7. Sam’s, Aquafina & KAB 37 Million bottles; $300,000; 100,000 fleece jackets! 1
    • 8. “ Regifting” Supports Women Local store – local cause – Increasing sales 1
    • 9. CYCCYB: Making it Local
      • 6,000+ fire departments
      • 200,000 9-volt Energizer Max batteries
      1
    • 10. Bread Art Project
      • Digital campaign - $100,000
      • Industry association / foundation
      • Charity: Feeding America
      Milling & Baking Industry 1
    • 11. Canstruction
      • Localized campaign
      • Professional societies
      • Food charities
      1
    • 12. International Franchise Association
      • IFA is the national trade association for all segments of the industry.
      • Franchising is a business model that provides opportunities for entrepreneurs to get into business for themselves, but not by themselves.
      • Franchise businesses cross more than 90 different categories from foodservice, to auto care, to personal and business services to lodging.
      • More than 900,000 franchise businesses contribute $2.3 trillion to the U.S. economy and provide for 20 million jobs.
      2
    • 13. Veterans Transition Franchise Initiative—VetFran
      • Created after Desert Storm and re-launched after Sept. 11, as a voluntary program to help veterans transition to civilian life.
      • Offers financial incentives to honorably discharged veterans that ease and hasten the path to small business ownership.
      2
    • 14. Successful partnerships
      • Veterans make great franchisees— experienced, disciplined, trained to follow specific procedures.
      • Franchising is great way for America’s veterans to use their skills and start a second career.
      2
    • 15. How we do it
      • Companies conduct outreach, marketing and sales activities to attract veterans—advertising, trade shows.
      • IFA provides administrative support, communications and liaisons with government agencies such as the US Dept. Veterans Affairs.
      • IFA promotes with the news media and offers veterans free access to trade shows and educational seminars.
      • IFA foundation provides scholarships.
      2
    • 16. Success to date
      • More than 400 member companies participating.
      • Veterans have purchased nearly 1,400 franchises through VetFran discounts.
      2
    • 17. Peter Turner
      • Navy veteran who now owns multiple Dunkin’ Donuts stores in Raleigh, North Carolina and Minneapolis, Minnesota
      2
    • 18. Patricia Evans
      • Served in the Navy and now a Little Caesars franchisee of in Valdosta, Georgia.
      2
    • 19. Jeff Drawe and Michael Stoll
      • Jeff and Michael
      • Flew together in
      • support of Operation Iraqi Freedom and Operation Enduring Freedom.
      • Now they are
      • 1-800-Got-Junk franchisees in Jacksonville, Florida
      2
    • 20. Recognition
      • Major media stories
      • Official support from the US Dept. of Veterans Affairs, and recognized as “Champions of Veterans Enterprise” by VA’s Center for Veterans Enterprise.
      • Received ASAE Summit award in 2008.
      2
    • 21. Why we do it
      • To help veterans return to full and productive lives after serving in the Armed Forces.
      • This is an essential element of a democratic system of government which calls upon citizens to protect and defend freedoms.
      • By honoring the risks they took for us through a program that offers economic opportunity, we can support local communities and set an example for future generations.
      • It promotes the free enterprise system as a solution to many of the challenges facing the nation.
      • To Make the World a Better Place
      2
    • 22. Who? Cause: Military families 3
    • 23. The Program
      • 600 – 800 farms
      • 12,346 - 12,428 trees
      • Local media
      Coordination & Fund-raising 4,500 – 4,654 trees from consumers & retailers Fed Ex : 59,000+ miles + 10,000 air miles + volunteers 4 - 5 branches 49-53 bases 16,846-17,082 families 3
    • 24. Association’s PR Power 3
    • 25. Association’s PR Power http://www.msnbc.msn.com/id/3032619/#28210632 http://www.wmur.com/news/18190286/detail.html Local news everywhere = national coverage 3
    • 26. 23.4 MILLION households said they saw, read or heard about Trees for Troops Impact for Industry 2008 Trees for Troops 3.4 MILLION households said T4T “influenced” their decision to purchase a Real Tree in 2008 3
    • 27.
      • 50,554 military families received
      • farm-grown Christmas trees
      • 53 military locations, 17 countries
      Summary
      • Reached 23 million
      • Engaged 71% of members
      • Generated $1 million
      • Cost: 1,200 staff hours + expenses
      3
    • 28. Questions / Dialog
    • 29. Contact Information SEE YOU NEXT YEAR! Annual Meeting & Expo August 21 - 24, 2010 Los Angeles, CA Steve Drake CEO Christmas SPIRIT Foundation [email_address] 636/449-5070 Matthew Shay President & CEO International Franchise Association [email_address] (202) 628-8000