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 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?
  • Make the World A Better Place: Doing Good

    1. 1. Connecting Great Ideas and Great People 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. 2. Make the World a Better Place <ul><li>Associations do great work to improve society </li></ul><ul><li>Cause marketing can advance your mission </li></ul><ul><li>Lessons from two Summit Award winning campaigns </li></ul>
    3. 3. Today’s Agenda Introduction 1 2 3 4 IFA Case Study CSF Case Study Question & Dialog
    4. 4. Introduction 1
    5. 5. The Untapped Association Resource Cause NonProfit Corporate Partner Association Partner $ 1
    6. 6. Colgate & RIF $800,000 + 58,000 books since 2004 1
    7. 7. Sam’s, Aquafina & KAB 37 Million bottles; $300,000; 100,000 fleece jackets! 1
    8. 8. “ Regifting” Supports Women Local store – local cause – Increasing sales 1
    9. 9. CYCCYB: Making it Local <ul><li>6,000+ fire departments </li></ul><ul><li>200,000 9-volt Energizer Max batteries </li></ul>1
    10. 10. Bread Art Project <ul><li>Digital campaign - $100,000 </li></ul><ul><li>Industry association / foundation </li></ul><ul><li>Charity: Feeding America </li></ul>Milling & Baking Industry 1
    11. 11. Canstruction <ul><li>Localized campaign </li></ul><ul><li>Professional societies </li></ul><ul><li>Food charities </li></ul>1
    12. 12. International Franchise Association <ul><li>IFA is the national trade association for all segments of the industry. </li></ul><ul><li>Franchising is a business model that provides opportunities for entrepreneurs to get into business for themselves, but not by themselves. </li></ul><ul><li>Franchise businesses cross more than 90 different categories from foodservice, to auto care, to personal and business services to lodging. </li></ul><ul><li>More than 900,000 franchise businesses contribute $2.3 trillion to the U.S. economy and provide for 20 million jobs. </li></ul>2
    13. 13. Veterans Transition Franchise Initiative—VetFran <ul><li>Created after Desert Storm and re-launched after Sept. 11, as a voluntary program to help veterans transition to civilian life. </li></ul><ul><li>Offers financial incentives to honorably discharged veterans that ease and hasten the path to small business ownership. </li></ul>2
    14. 14. Successful partnerships <ul><li>Veterans make great franchisees— experienced, disciplined, trained to follow specific procedures. </li></ul><ul><li>Franchising is great way for America’s veterans to use their skills and start a second career. </li></ul>2
    15. 15. How we do it <ul><li>Companies conduct outreach, marketing and sales activities to attract veterans—advertising, trade shows. </li></ul><ul><li>IFA provides administrative support, communications and liaisons with government agencies such as the US Dept. Veterans Affairs. </li></ul><ul><li>IFA promotes with the news media and offers veterans free access to trade shows and educational seminars. </li></ul><ul><li>IFA foundation provides scholarships. </li></ul>2
    16. 16. Success to date <ul><li>More than 400 member companies participating. </li></ul><ul><li>Veterans have purchased nearly 1,400 franchises through VetFran discounts. </li></ul>2
    17. 17. Peter Turner <ul><li>Navy veteran who now owns multiple Dunkin’ Donuts stores in Raleigh, North Carolina and Minneapolis, Minnesota </li></ul>2
    18. 18. Patricia Evans <ul><li>Served in the Navy and now a Little Caesars franchisee of in Valdosta, Georgia. </li></ul>2
    19. 19. Jeff Drawe and Michael Stoll <ul><li>Jeff and Michael </li></ul><ul><li>Flew together in </li></ul><ul><li>support of Operation Iraqi Freedom and Operation Enduring Freedom. </li></ul><ul><li>Now they are </li></ul><ul><li>1-800-Got-Junk franchisees in Jacksonville, Florida </li></ul>2
    20. 20. Recognition <ul><li>Major media stories </li></ul><ul><li>Official support from the US Dept. of Veterans Affairs, and recognized as “Champions of Veterans Enterprise” by VA’s Center for Veterans Enterprise. </li></ul><ul><li>Received ASAE Summit award in 2008. </li></ul>2
    21. 21. Why we do it <ul><li>To help veterans return to full and productive lives after serving in the Armed Forces. </li></ul><ul><li>This is an essential element of a democratic system of government which calls upon citizens to protect and defend freedoms. </li></ul><ul><li>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. </li></ul><ul><li>It promotes the free enterprise system as a solution to many of the challenges facing the nation. </li></ul><ul><li>To Make the World a Better Place </li></ul>2
    22. 22. Who? Cause: Military families 3
    23. 23. The Program <ul><li>600 – 800 farms </li></ul><ul><li>12,346 - 12,428 trees </li></ul><ul><li>Local media </li></ul>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. 24. Association’s PR Power 3
    25. 25. Association’s PR Power Local news everywhere = national coverage 3
    26. 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. 27. <ul><li>50,554 military families received </li></ul><ul><li>farm-grown Christmas trees </li></ul><ul><li>53 military locations, 17 countries </li></ul>Summary <ul><li>Reached 23 million </li></ul><ul><li>Engaged 71% of members </li></ul><ul><li>Generated $1 million </li></ul><ul><li>Cost: 1,200 staff hours + expenses </li></ul>3
    28. 28. Questions / Dialog
    29. 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