2. K I L L T H E C U P I M PA C T R E P O R T | 1
Message from Drew Beal
I used to work in financial services, and
every day my co-workers would do
the same thing: wake up, go to work,
and get coffee – and every day in a
disposable cup! I couldn’t understand
it. At the time, I wasn’t necessarily on
the“environmental bandwagon,”but
from a simple efficiency standpoint,
this seemed like a waste of resources.
When I was preparing for business
school, I read Cradle to Cradle and it
made me rethink wasteful consumer
habits.
When I was an MBA student at UC
San Diego’s Rady School, I started
researching the ‘cup problem.’ As it
turned out, Starbucks was way ahead
of me. In 2008, they had established
a goal to serve 25% of all drinks in
reusable cups. Customers received
discounts for bringing personal
tumblers, and environmental messaging
helped raise awareness about waste
reduction.
Five years later, however, the reusable
rate had yet to crack 2%. Starbucks
had since modified their goal down
to serving 5% of all drinks in personal
tumblers by 2015. But the incentives
they offered -- price discounts and
environmental messaging -- remained
the same. In a world where climate
change is our biggest challenge, less
than 1 in 50 people bring a reusable
coffee cup to Starbucks. What gives?
Well, the answer has something to
do with behavioral science. During
a 2004 experiment, door hangers
were placed on houses in an attempt
to inspire energy conservation.
Each door hanger said something
different. Money, environment, good
citizenship -- but none of those
made a difference. A fourth sign,
however, made a significant impact
in changing behavior. What did it say?
“The majority of your neighbors are
undertaking efforts on a daily basis
to reduce their energy consumption.”
Keeping up with the Joneses! At Kill
the Cup, we’re applying the same
methodology to reusable cups.
So it was during my MBA program
that I came up with the concept for
a social media-inspired game that
offers prizes and rewards to coffee
drinkers who share photos posing
with their reusable coffee cups. We
worked with coffee shops to measure
the impact. After just four weeks, we
saw a triple-bottom line increase –
less waste, more profits, and more
excitement around sustainability.
This October, we hosted the inaugural
“Kill the Cup University Challenge,”a
U.S.-wide contest to motivate as many
students as possible to switch their
disposable coffee cups to reusable
cups.Two of the eight teams achieved
a 5% reusable rate, 15,440 cups were
prevented from going to landfill, and
16 student leaders had the experience
of managing a grassroots initiative
that had an audience of 100,000
undergraduates.
And better yet, we are using the
platform to provide student leaders
with tools and resources to solve the
problems of tomorrow. I hope you will
enjoy the report, and I am grateful for
your support as we continue to scale
our social and environmental impact.
Best regards,
Drew Beal
Drew Beal
Co-Founder and Chief Environmental
Optimist
In a world where climate change is
our biggest challenge, less than 1 in
50 people bring a reusable coffee cup
to Starbucks. What gives?
3. 2 | K I L L T H E C U P I M PA C T R E P O R T
Executive Summary............................................
University Challenge..........................................
Objectives......................................................
Design............................................................
Student Teams....................................................
Incentives............................................................
Monetary Incentives.......................................
Non-Monetary incentives..............................
Results................................................................
Waste Reduction...........................................
Environmental Impact...................................
Social Awareness..........................................
Takeaways.....................................................
Media...................................................................
Press..............................................................
Social Media..................................................
What’s Next.........................................................
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5
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Contents
4. K I L L T H E C U P I M PA C T R E P O R T | 3
Executive Summary
This report summarizes the impact of the Kill the Cup University Challenge, a four-week nationwide contest that
encouraged students at eight top universities across the U.S. to reduce waste from disposable coffee cups.
From its start on October 6, 2014, until its conclusion on October 31, the percentage of coffee drinks served in reusable
cups at participating locations rose by 65.4% -- from 1.72% to 2.84% -- resulting in an environmental impact of:
• 15,440 disposable cups saved
• 244 pounds of waste diverted from landfills
• 3,860 gallons of water saved
• 1.93 tons of carbon dioxide emissions saved from being released into the atmosphere
The Kill the Cup University Challenge is a game. Participants receive points for uploading photos with their reusable
cups to KillTheCup.com. Points represent raffle entries for weekly and grand prizes. In total, 1,260 participants
submitted 2,210 photos during the 20 days of competition, which did not include weekends.
Student teams at each university had registered for the University Challenge during the summer of 2014 and were
responsible for implementing the Kill the Cup campaign. In the months leading up to the University Challenge, Kill
the Cup provided student teams with tools and resources to prepare them for the campaign. During the campaign,
teams were ranked based on metrics for Waste Reduction and Social Awareness. Kill the Cup awarded a total of $5,000
in social impact grants to the top two teams in each division to fund sustainability projects on their own campuses.
The University Challenge received media coverage at all participating universities, and was well-received by a healthy
cross-section of the campus communities – undergraduates, graduate students, staff, and faculty. Given the positive
impact created by the inaugural campaign, and the warm reception by the participating schools, Kill the Cup will
scale the program to 24 schools for the 2015 University Challenge.
Survey feedback from both the student teams and the individual participants will be used to improve future iterations
of the University Challenge. Three areas of focus for 2015 include:
• Facilitate partnerships with on-campus coffee shops to streamline data collection
• Select student teams in the spring to increase depth and breadth of student team training
• Develop a mobile app to facilitate campaign participation
We believe there is tremendous room to improve on 2014’s impressive results, and we’ve already gotten started.
Kill the Cup is actively seeking corporate partners to simplify data collection. A timeline is in place to solicit student
teams in early 2015, and an agile software development process is underway for a mobile app.
In addition to scaling participation in the University Challenge, we expect improvements to the design and
implementation of the program will result in exponential increases in environmental impact at each location.
5. 4 | K I L L T H E C U P I M PA C T R E P O R T
University ChallengeObjectives
Our goals for the University Challenge were to achieve levels of success that were twice as high as anything we had
accomplished in pilot programs.
Waste Reduction
Reduce consumer waste from disposables by increasing the percentage of drinks served in reusable cups.
Previous campaigns had seen the reusable rate increase by 25% at participating shops in four weeks.
Goal: Increase the reusable rate by at least 50%.
Result: Reusable rate increased by 65.4% at participating coffee shops.
Social Awareness
Generate excitement around sustainability by encouraging campus populations to submit photos with their
reusable cups. Previous campaigns had induced 0.48% of the campus population to participate.
Goal: Receive photos from 1.0% of the aggregate campus population.
Result: 1.25% of the aggregate campus populations, 1,260 people, submitted a photo with their
reusable cup.
Design
We solicited teams of college students to participate in the Kill the Cup University Challenge. Teams of two, gener-
ally representing a larger student organization, were eligible to receive social impact grants for outperforming their
peers based on metrics for Waste Reduction and Social Awareness.
Kill the Cup provided tools and resources to prepare student teams for the campaign. MBA faculty delivered a series
of webinars that focused on partnership development, impact measurement, and social media marketing. The
curriculum is intended to provide student teams with transferable skills in social entrepreneurship.
Table 1 University Challenge Timeline
Dates Phases Activities
Jun-Jul Registration Student groups submit applications to participate in the University Challenge
Aug-Sep Education Accepted teams are provided with tools and training to prepare for fall campaign
Oct Action Four-week Kill the Cup University Challenge takes place at each school
Nov-Dec Impact Quantify the social and environmental impact of the program
The campaign began Monday, October 6. Participants received points for uploading photos to KillTheCup.com. We
requested that participants provide a “.edu” email address for identification purposes. Participants could upload
one photo per day, Monday through Friday, through Friday, October 31. Meanwhile, student teams held on-campus
events to drive awareness and participation.
Future iterations of the University Challenge will benefit from a 12-month cycle to complete each phase of the
program. Beginning in January 2015, Kill the Cup will add an evaluation phase to implement improvements based
on participant feedback. The registration and education phases will begin in Spring 2015 to provide student teams
with additional preparation time.
6. K I L L T H E C U P I M PA C T R E P O R T | 5
Student TeamsTo register for the Kill the Cup University Challenge, students completed an application form that was made publicly
available on the F6S network on June 1, 2014. Eligibility requirements dictated that the two-person teams must be
full-time students at an accredited college or university in the United States for Fall 2014.
We received applications from 12 universities, eventually netting eight participants in the 2014 Challenge. (Table 2)
Table 2. Participating Universities
University Student Organization Campus Population1
Boston University Net Impact 18,306
California State San Marcos Sustainability Club 9,928
Georgetown University The Corp 7,552
Loyola University Chicago Student Environmental Alliance 9,723
Miami University (OH) Green Team 15,081
University of Michigan Kill-A-Watt 27,979
University of San Diego Net Impact 5,457
Villanova University Sustainability Club 7,100
We expect to see a large increase in applications for the 2015 University Challenge. As stated, our goal is to increase
the number of participating schools to 24 universities.
To establish a fair selection method, Kill the Cup will add several steps to the selection process, and form a selection
committee from members of our advisory board. The following modifications are also likely:
• Solicit student applications as early as March 1, 2015
• Require a staff/faculty member from each participating university to serve as team advisor
• Create competition divisions based on university populations
7. Student Teams
Participating student teams were competing against each other based on
metrics for waste reduction and social awareness. Winning teams received
social impact grants to fund sustainability projects on their own campus.
1st place in each division received $2,000. 2nd place in each division
received $500.
Waste Reduction: Each student team
partnered with a campus coffee shop.
Prizes were awarded to schools that had
the highest reusable rate -- the percentage
of drinks served in reusable cups -- at the
participating location.
Social Awareness: Rankings were based on
the percentage of the campus population
that submitted a photo with a reusable cup
during the University Challenge. The“.edu”
email address of participants was used as
a unique identifier. University enrollment
statistics were used to determine campus
population.
Incentives
Monetary Incentives
Individuals
Kill the Cup is essentially a raffle, where participants purchase
“entries” by uploading photos with their reusable cups to the
KillTheCup.com.
By uploading a picture and participating in the campaign, users
became eligible to win:
• Weekly prize ($50 Amazon.com gift card)
• Grand Prize (iPad)
The campaign ran from October 6 – October 31, 2014. Participants
could upload a maximum of one photo per day, Monday through
Friday, which counts for one entry into each of the two raffles (weekly
and grand prize). Each photo was valued at 5 points. Users were
eligible to receive a maximum of 20 bonus points by engaging
with Kill the Cup on social media throughout the campaign.
In the future, we would like to implement“grow the pie”incentives
that would encourage participants to invite their friends to join
the contest.Users have reported that they would have been more
likely to tell their friends about the campaign if the prize pool were
to grow with additional user participation.
Winning teams
received social
impact grants to
fund sustainability
projects on their
own campus.
6 | K I L L T H E C U P I M PA C T R E P O R T
8. Non-Monetary Incentives
Individuals
In addition to the prize incentive, the University Challenge deploys several psychological levers to encourage
reusable cup behavior:
• Create photographic proof of“green”behavior on campus.
• Establish social norms surrounding cup reuse.
• Create a green competition among social peers.
Publicity: Kill the Cup featured on its social media pages, email newsletters, and website several types of users:
• Winners
• Users who displayed exceptional enthusiasm for the campaign
• Exceptionally creative photos
The featured-user concept provided participants with an opportunity to appear sustainable to their friends and
other members of the Kill the Cup community.
Leaderboard: Kill the Cup regularly published leaderboards ranking users according to:
• Points received for weekly and total photo uploads
• Points received for engaging with Kill the Cup on social media
• Probability of winning the iPad grand prize
The leaderboard capitalized on users’desire to improve their position relative to other participants.
Student Teams
Each of the student teams in the University Challenge represented a larger environmental student group. Many of
these groups are tasked with putting on new programs each semester, and the Kill the Cup University Challenge
provided an appealing way to fulfill that mandate. In fact, many student teams indicated that the prize money was
not a strong motivator for their enrollment in the Challenge.
The University Challenge also provided educational value to participating students. Among the personal benefits
cited by student teams in their follow-up surveys:
K I L L T H E C U P I M PA C T R E P O R T | 7
“I practiced my public speaking and learned how to network
with some important people.”
“It was a great experience in leading a marketing campaign.
I learned the importance of working with different stakeholders and
explaining things in a way that is easy to understand.”
9. Results
Waste Reduction
Each student team partnered with a campus coffee shop to promote the University Challenge. Prizes were awarded
to schools that had the highest reusable rate -- the percentage of drinks served in reusable cups -- at the participating
location. Teams also made attempts to collect data campus wide.
It is common for coffee shops to offer a discount to customers who bring reusable cups. Therefore, the reusable rate
is calculated as the total number of reusable cup discounts divided by the total number of drinks sold.
Table 3. Highest Reusable Rate (Participating Locations)
University Reusable DIscounts Total Drinks Sold Reusable Rate
Miami (OH) 37 670 5.52%
Georgetown 421 8,317 5.06%
Loyola 683 21,724 3.14%
One of the important improvements for the 2015 University Challenge will be facilitating partnerships with on-campus
coffee shops. At the time of this report, many shops that made commitments to provide data for the student teams
have been unable to do so.
Ideally, we would have awarded prizes to the schools that had the largest increase in the reusable rate, as compared
to a baseline period. However, dealing with independent coffee shops at each university made it difficult to collect
uniform baseline data. Nevertheless, we were able to retrieve some historical data.
Table 4. Increase in Reusable Rate (All Locations)
University
Baseline
Period
Baseline
Reusable
Discounts
Baseline
Total Drinks
Sold
Baseline
Reusable
Rate
Challenge
Reusable
Discounts
Challenge
Total Drinks
Sold
Challenge
Reusable
Rate
Increase in
Reusable
Rate
Miami (OH) Sep-14 23 21,977 0.10% 148 16,903 0.88% 736.64%
Georgetown Sep-13 1,350 59,069 2.29% 1,292 36,154 3.57% 56.36%
Loyola Sep-14 270 14,664 1.84% 683 21,724 3.14% 70.75%
TOTAL --- 1,643 95,710 1.72% 2,123 74,781 2.84% 65.38%
Table 3 served as the point of record for the University Challenge, but Table 4 paints a more compelling picture. First,
it includes baseline data. Second, it includes sales data from additional locations (besides the top performing store) at
Miami and Georgetown. The stark increase in the reusable rate points to a campus-wide impact on changing behavior.
This is important because it affirms that social norms developed around reusable cup behavior. It is possible that as
the University Challenge grows in size and popularity, it will have an impact on encouraging reusable cup behavior
for the greater community.
8 | K I L L T H E C U P I M PA C T R E P O R T
10. Reusable Rate By Week
K I L L T H E C U P I M PA C T R E P O R T | 9
The reusable rate increased each week during the University Challenge, further confirming the presence of social
norms developing on each campus.
It is worth noting that the additional lead time to prepare for the 2015 University Challenge should result in elevated
reusable rates earlier in the campaign.
Post-Campaign Data
One of the benefits of establishing relationships with on-campus coffee shops is to streamline data collection. This
applies to before and during the University Challenge, but also after the campaign has ended. At the time of this
report, we are still waiting to receive post-campaign data from participating shops.
Previous Kill the Cup pilots have experienced a decline in the reusable rate after the conclusion of the campaign.
This is not unexpected, and there are a number of factors that may have contributed to this decline:
• There were no longer any prize incentives
• Lack of in-store appearances
• Kill the Cup posted online content with diminished frequency
Ideally, we will establish ongoing relationships with campus coffee shops to encourage consistent measurement of
the reusable rate, facilitating detection of any lasting effect on reusable behavior.
11. Environmental Impact
To calculate the environmental impact of the University Challenge, we first seek to measure the number of disposable
cups that were prevented from being used at campus coffee shops. Then we use published figures on the analysis
of paper cups to gauge the impact in terms of landfill waste, water, and carbon emissions.
Table 5. Total Cups Saved - University Challenge 2014
Figure Description Source
101,126 Total campus enrollment across eight universities U.S. News & World Report
54% Percentage of Americans over 18 that drink coffee every day Harvard School of Public Health2
54,608 Campus population that drinks coffee every day (calculation)
63% Percentage of people who go “out” for coffee Statistic Brain3
34,403 Campus population that goes “out” for coffee every day (calculation)
2 Cups per day the average American drinks Harvard School of Public Health
68,806 Cups of coffee served on campus each day (calculation)
1.72% Baseline reusable rate Table 4
2.84% University Challenge reusable rate Table 4
772 Cups saved per day during the University Challenge (calculation)
20 Days in the University Challenge (given)
15,440 Total cups saved during the University Challenge (calculation)
Following the logic in Table 5, we claim to have prevented 15,440
paper cups from being used during the University Challenge 2014.
It is understood that these types of calculations can be rather fickle.
However, we believe this is a conservative estimate for several reasons:
• Campus population does not account for staff, faculty, or
graduate students.
• Calculation assumes that all people who make coffee at
home/work use reusable cups.
• Harvard School of Public Health actually cites 3.1 cups per
day the average American drinks.
• Calculation does not account for behavior spillover on
weekends and/or after the campaign.
The most commonly used figures associated with the environmental
impact of paper cups estimate that 16 billion paper cups were used
in America in 2006. The resources used in producing 16 billion paper
cups:
• 253 million pounds of landfill waste
• 4 billion gallons of water
• 2 million tons of carbon dioxide emissions
15,400 cups
saved
253 lbs.
waste
2 tons
CO2
4,000 gal.
H2
O
1 0 | K I L L T H E C U P I M PA C T R E P O R T
12. Social Awareness
In addition to reducing consumer waste from disposable coffee cups, student teams were also tasked with generating
excitement around sustainability at their university. Social Awareness was defined as the percentage of the campus
population that submitted a photo with a reusable cup during the University Challenge.
Table 6. Social Awareness Rankings - University Challenge 2014
University Unique Participants Campus Population Social Awareness
San Diego 247 5,457 4.53%
Loyola 346 9,623 3.74%
Miami (OH) 311 15,081 2.06%
Villanova 47 7,100 0.66%
Boston 95 18,306 0.52%
San Marcos 51 9,928 0.51%
Michigan 130 27,979 0.46%
Georgetown 21 7,552 0.28%
In four pilot campaigns that preceded the University
Challenge, we had never surpassed 0.50% campus
participation. The fact that six of eight schools eclipsed
that threshold is extremely promising.
Participants were not required to purchase coffee from
a campus coffee shop in order to upload a photo with
their reusable cup. Regardless of where the coffee came
from, photos of individuals with reusable cups helped
establish social norms around reusable behavior.
Takeaways
For future iterations of the University Challenge we
propose creating “regions” of universities based on
campus population. At the start, we believed that
percentage of campus population would serve as an
equalizer for schools of different sizes. In the final week,
however, it became clear that smaller schools could
achieve much greater increases in Social Awareness
with the same number of new participants.
Another potential improvement would be the creation
of “success thresholds,” wherein student teams receive recognition for obtaining a predefined level of success,
regardless of their position in the rankings. A similar framework would work well for the Waste Reduction division,
as it provides motivation to teams that fall behind in the rankings.
K I L L T H E C U P I M PA C T R E P O R T | 1 1
13. Dec 10, 2014 - CENTERFORGREENSCHOOLS.ORG
Kill the Cup: coffee, selfies, and
environmental impact
Dec 9, 2014 - TREEHUGGER.COM
Isn’t it past time to kill the Cup already?
Dec 3, 2014 - SANDIEGO.EDU
USD, Net Impact Wins Kill the Cup Challenge
Dec 2, 2014 - MIAMIOH.EDU
Miami wins the Kill the Cup University Challenge -
Miami University
Nov 7, 2014- GREENHAWKSMEDIA.NET
Kill the Cup: A Look Back
Nov 5, 2014 - CLEANSD.WORDPRESS.COM
Making reusables fun! ILACSD teams up with Kill
The Cup
Oct 23, 2014 - DAILYFREEPRESS.COM
Boston University kills the cup campus-wide
Oct 17, 2014 - MIAMISTUDENT.NET
Selfless Selfies: Miami Students‘Kill the Cup’
Oct 13, 2014 - BUQUAD.COM
Kill the Cup, Save the Earth
Oct 10, 2014 - THEUSDVISTA.COM
USD group participates in contest that asks
students to‘Kill the Cup’
Oct 7, 2014 - LOYOLAPHOENIX.COM
Loyola competes to‘Kill The Cup’
Oct 6, 2014 - CSUSMCHRONICLE.COM
Students lead program that reduces waste from
coffee runs
Oct 6, 2014 - SUSTAINABILITY.UMICH.EDU
KillTheCup.com Launches Reusable Cup Campaign
at University of Michigan
Oct 2, 2014 - MIAMIOH.EDU
Miami joins the Kill the Cup University Challenge
Sep 30, 2014 - WEHATETOWASTE.COM
Selfies With Reusables Help Colleges‘Kill The Cup’
Sep 9, 2014 - MIAMISTUDENT.NET
Killin’it: University Sustainability Competition
Challenges MU Students
Aug 28, 2014 - PRWEB.COM
KillTheCup.com Launches Nation’s Largest Reusable
Cup Contest with 10 Universities
Media
Press
The University Challenge received media coverage at all participating universities, plus some additional outlets.
1 2 | K I L L T H E C U P I M PA C T R E P O R T
“U-M students are working
together with the team at
KillTheCup.com to implement
a campaign aimed at changing
consumer behavior”
- KillTheCup.com Launches Reusable
Cup Campaign at University of
Michigan (10/6/14)
“Kill the Cup: coffee, selfies,
and environmental impact” -
(12/10/14)
“Isn’t it past time to kill the
Cup already?” - (12/9/14)
“Taking part in the Kill
the Cup Challenge is
a small, easy way to
help make BU a greener
campus.”
- Kill the Cup, Save the
Earth (10/13/14)
“A campaign that
encourages these
students to consume in
a greener way is in line
with the path Loyola has
been taking”
- Loyola competes to ‘Kill
the Cup’ (10/7/14)
14. Table 8. Mailchip Newsletters
Mailing List Open Rate Click Rate
University Challenge
Newsletters
63.17% 7.14%
Nonprofit Average 22.50% 2.80%
Table 9. KillTheCup.com
Google Analytics (10/6/2014 - 10/31/2014)
Sessions 4,675
Users 2,632
Pageviews 13,470
Age
K I L L T H E C U P I M PA C T R E P O R T | 1 3
Social Media
Kill the Cup managed social media accounts on Facebook, Twitter, and Instagram. The campaign also provided
updates via a weekly Mailchimp newsletter, updated the website daily, and sent follow-up emails to new users.
Social media and emails were effective in communicating updates to users and increasing awareness to the Kill the
Cup community at large.
Table 7. Social Media Traction
Account 10/6/2014 12/1/2014 % Increase
Facebook
Likes
989 1,237 25.1%
Twitter
Followers
462 600 29.9%
Instagram
Followers
426 614 44.1%
Facebook
Kill the Cup provided updates and
multimedia content 2-3 times per
day via Facebook.
Twitter
Kill The Cup posted photos and
links to media coverage via Twitter.
Instagram
Kill the Cup featured creative photo
submissions 1-2 times per day.
MailChimp
The campaign sent a weekly
email newsletter that updated
contestants on the campaign’s
progress, showed the grand prize
leaderboard, and announced the
previous week’s winners.
KillTheCup.com
The website included leaderboard
updates, featured winners, and
recent news.
Demographics
KillTheCup.com was
most visited by Age
18-24 (57.5%), Age 25-34,
(20.4%), and Age 35-44
(9.7%). Females accounted
for 69.1% percent of the
sessions.
15. What’s Next
2015 University Challenge
We will expand the social and environmental impact of our
flagship program by scaling the number of participants
to 24 universities. An additional six months of lead time
will allow us to implement changes, as discussed in this
report that will improve future iterations of the campaign.
Now that the University Challenge is prepared to scale,
we will begin designing sustainability campaigns in
community and corporate settings.
Kill The Cup Nation
We are working with San Diego Coffee Network to
develop Kill the Cup Nation, a network of independent
coffee shops that support the reusable movement. We
will use location-specific codes to host competitions at
the local, regional, and national levels. The platform is an
opportunity to educate baristas and consumers alike on
how to reduce unnecessary waste.
Corporate Pilot
The Kill the Cup framework can be used in office environments
to inspire a culture of resource efficiency. We will develop
programs for corporate partners that range from plug-and-
play awareness campaigns, all the way to interactive
lunch-and-learn sessions.
Technology
In order to streamline many of the manual processes
associated with our current 3rd-party widget, we have
begun exploring agile software development for a mobile
app. A Kill the Cup mobile app would not require any
proprietary software, as many of the desired functions
are commonly used in existing apps. We are working with
our advisory board and partner network to develop a
cost-effective solution to meet our technological needs.
The success of the inaugural University Challenge has generated widespread interest in bringing our waste reduction
campaigns to colleges, coffee shops, and corporations across the country. As we look ahead to 2015, the University
Challenge will remain our primary offering. In addition to establishing environmentally responsible social norms
among our millennial audience, we are providing student leaders with resources and training to become experienced
social entrepreneurs. As the University Challenge grows in size and impact, we envision the network of program
alumni to become a valuable resource in itself.
Given the interest in bringing Kill the Cup to coffee shops and corporate offices, our team will conduct pilot programs
in these settings in 2015. The goal of these programs will be to increase bottom-line performance, in addition to
social and environmental impact, for partner organizations. Kill the Cup will also develop a mobile app to streamline
campaign activity across all programs.
We look forward to providing a recap of these initiatives in the 2015 Impact Report. Follow Kill the Cup on social
media to stay updated throughout the year!
1 4 | K I L L T H E C U P I M PA C T R E P O R T
16. Our People
The social and environmental impact created by Kill the Cup would not be possible
without our extraordinary network of advisors and volunteers:
Board of Directors
Drew Beal
Julia Brown, Biodel, Inc.
Ayelet Gneezy, UCSD Rady School
James Smith, MOGL, InvitedHome
Mike Taylor, Seeking Alpha
Advisory Board
Erin Felix, Polsinelli PC
Eric Gasser, Tech Coast Angels
Rich Grousset, BizeeBox
Bryan Harris, Taylor Strategy
Conor Jarvis, EDF Renewable Energy
Elizabeth Keenan, UCSD Rady School
Saeideh Kirby, Willdan
Valerie Kosheleff, EcoAficionado
Dan Peddie, OneAccord Partners
Mike Pierce, Antarctic Mike Speaks
Kayvon Pourmirzaie, Nasseo, Inc.
Pam Smith, UCSD Rady School
Elanor Williams, UCSD Rady School
Andrew Zorko, UCSD Rady School
Interns
Amy Leonard, Outreach
Niki Vetter, Social
Scarlette Pacis, Graphics
K I L L T H E C U P I M PA C T R E P O R T | 1 5
For information, contact:
Drew Beal, Executive Director
4701 39th Street Apt 5
San Diego, CA 92116
(848) 992-0299
KillTheCup.com
