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.

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

Associations do great work to improve society

Cause marketing can advance your mission

Lessons from two Summit Award winning campaigns

Today’s Agenda Introduction 1 2 3 4 IFA Case Study CSF Case Study Question & Dialog

Introduction 1

The Untapped Association Resource Cause NonProfit Corporate Partner Association Partner $ 1

Colgate & RIF $800,000 + 58,000 books since 2004 1

Sam’s, Aquafina & KAB 37 Million bottles; $300,000; 100,000 fleece jackets! 1

“ Regifting” Supports Women Local store – local cause – Increasing sales 1

CYCCYB: Making it Local 6,000+ fire departments 200,000 9-volt Energizer Max batteries 1

6,000+ fire departments

200,000 9-volt Energizer Max batteries

Bread Art Project Digital campaign - $100,000 Industry association / foundation Charity: Feeding America Milling & Baking Industry 1

Digital campaign - $100,000

Industry association / foundation

Charity: Feeding America

Canstruction Localized campaign Professional societies Food charities 1

Localized campaign

Professional societies

Food charities

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

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.

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

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.

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

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.

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

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.

Success to date More than 400 member companies participating. Veterans have purchased nearly 1,400 franchises through VetFran discounts. 2

More than 400 member companies participating.

Veterans have purchased nearly 1,400 franchises through VetFran discounts.

Peter Turner Navy veteran who now owns multiple Dunkin’ Donuts stores in Raleigh, North Carolina and Minneapolis, Minnesota 2

Navy veteran who now owns multiple Dunkin’ Donuts stores in Raleigh, North Carolina and Minneapolis, Minnesota

Patricia Evans Served in the Navy and now a Little Caesars franchisee of in Valdosta, Georgia. 2

Served in the Navy and now a Little Caesars franchisee of in Valdosta, Georgia.

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

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

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

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.

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

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

Who? Cause: Military families 3

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

600 – 800 farms

12,346 - 12,428 trees

Local media

Association’s PR Power 3

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

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

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

50,554 military families received

farm-grown Christmas trees

53 military locations, 17 countries

Reached 23 million

Engaged 71% of members

Generated $1 million

Cost: 1,200 staff hours + expenses

Questions / Dialog

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