make the world a better place: doing good
DESCRIPTION
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.TRANSCRIPT
Connecting Great Ideas and Great People
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Steve Drake, Christmas SPIRIT FoundationMatthew Shay, International Franchise
Association
Make the World a Better Place
August 16, 20091:30 – 2:45 p.m.
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Make the World a Better Place
Associations do great work to improve societyCause marketing can advance your missionLessons from two Summit Award winning campaigns
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Today’s Agenda
IntroductionIntroduction1
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IFA Case StudyIFA Case Study
CSF Case StudyCSF Case Study
Question & DialogQuestion & Dialog
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Introduction1
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CauseNonProfit
Corporate
Partner
AssociationPartner
The Untapped Association Resource
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Colgate & RIF
$800,000 + 58,000 books since 2004
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Sam’s, Aquafina & KAB
37 Million bottles; $300,000; 100,000 fleece jackets!
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“Regifting” Supports Women
Local store – local cause – Increasing sales
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CYCCYB: Making it Local
6,000+ fire departments 200,000 9-volt Energizer Max batteries
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Bread Art Project
Digital campaign - $100,000 Industry association /
foundation Charity: Feeding America
Milling &Baking Industry
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Canstruction
Localized campaign
Professional societies
Food charities
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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.
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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.
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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.
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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.
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Success to date More than 400 member companies
participating. Veterans have purchased nearly
1,400 franchises through VetFran discounts.
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Peter TurnerNavy veteran who now owns multiple Dunkin’ Donuts stores in Raleigh, North Carolina and Minneapolis, Minnesota
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Patricia EvansServed in the Navy and now a Little Caesars franchisee of in Valdosta, Georgia.
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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
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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.
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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
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Who?
Cause: Military families
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Coordination & Fund-raising4,500 – 4,654 trees from
consumers & retailers
The Program
600 – 800 farms12,346 - 12,428 trees
Local media
FedEx:59,000+ miles+ 10,000 air miles+ volunteers
4 - 5 branches49-53 bases16,846-17,082 families
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Association’s PR Power
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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
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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
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50,554 military families received farm-grown Christmas trees53 military locations, 17 countries
Summary
Reached 23 million Engaged 71% of members Generated $1 million Cost: 1,200 staff hours +
expenses
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Questions / Dialog
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Contact Information
SEE YOU NEXT YEAR!Annual Meeting & Expo
August 21 - 24, 2010Los Angeles, CA
Steve DrakeCEOChristmas SPIRIT [email protected]/449-5070
Matthew ShayPresident & CEOInternational Franchise [email protected] (202) 628-8000