Post on 31-Mar-2016
description
Law Enforcement Torch RunSpecial Olympics Virginia
The Torch Run is a year round movement that is championed by local law enforcement to rectify the awareness, that individuals with intellectual disabilities can showcase their abilities when given the support and opportunity. This worldwide event raised over $32 million in 2008, the largest guerilla campaign in the world in terms of money and reach.
On a local level, the torch is carried by law enforcement 1,900 miles that concludes by leading athletes into the Virginia State Summer Games. The 8 days when this torch is carried across the state symbolizes the other 352 days of obstacles and determination these athletes carry in their every day lives.
about
business challenge
Engage new participants in the Torch Run.
1. To increase law enforcement participation from 30-40% to 75%.
2. To increase individual contributions by 20%.
Objectives
SWOT
strengths
opportunities threats
weaknesses
Passionate Employees
Online Involvement
Partnerships
Broaden to New Consumers
Tracking
Awareness
Consistent Communication
Economy
Cause Marketing
Advocates Nearing Retirement
It starts internally
The number of law enforcement agencies currently participating in the Torch Run (approx. 100).
Agencies currently participating, along with agencies that were participating at one time, but are no longer participating.
The number of agencies that have yet to participate.
Media Relationship
Free Labor
category outlook
The economic condition has put its stamp on the non-profit sector; 54.5% of organizations have experienced decline in total revenue and 47% are receiving reduced individual contributions. While expenses are increasing, 42.4% of organizations are reporting that more people need their service, but 49.1% have already reduced their staff. To respond, non-profits may have to step up communications and fundraising efforts while building their capacity to plan, manage, and develop leaders.
Consumers live in an abundance of choices, including the vast variety of charities to choose from. There are nearly 5,000 charities resurrecting every year. The over-supply of charities makes it more difficult for one to choose a charity in order to make a difference.
With the stock market crashing, it is handicapping the amount of money organizations have to work with. In addition, President Obama has created a new tax policy for couples earning more than $250,000 - reducing charitable deductions from 33% to 28%.
0 27.5 55.0 82.5 110.0
Environment/AnimalInternational Affairs
Arts/Culture/HumanitiesPublic-Society Benefit Organizations
Health OrganizationsFoundations
Human Service OrganizationsEducational Organizations
Religious Organizations
Individual Giving
People want to help people. The table on the left shows that the Human Service Organizations (SOVA falls under) is third largest beneficiary of individual giving at $29.64 billion (14.1% of total giving).
In 2008, charitable giving in the U.S. reached a record high of $306.39 billion (up 3.9%). $229.03 billion came from individual giving.
Source: Giving USA 2008
Influencer
What It Is: This online guide to intelligent charitable giving, rates charities on a 4 star scale. They evaluate two broad areas of financial health, their organizational efficiency and their organizational capacity. Ratings show givers how efficiently a charity will use their support today, and to what extent the charities are growing their programs and services over time.
Opportunity: 2,362 sites link to this site that has around 40,000 daily visitors. With millions of charity choices, it is important for SOVA to get on the 4 star list (currently rated a 3 star charity). There are currently 15 human service charities based in VA that have a 4 star rating. SOVA can join this list by creating fundraising events with lower overhead costs and through partnerships.
competition
The economic conditions have made charities that help towards our immediate problems appear more relevant and attract a call-to-action. These charities include housing shelters, food shelters, and cures for cancer/
diseases. People with intellectual disabilities, does not appear as an urgent cause for the average Virginian.
Charities that are top-of-mind and seen as more credible due to their national
media budgets.
People are still looking to gain that self satisfaction of giving back in new ways
that aren’t monetary.
Charities are also battling automated withdrawals from checking and/or
savings. School loans and gifts are one example of these automated withdrawals.
Direct competition
Two charities that are locally in Richmond and focus on children with intellectual disabilities: The Greater Richmond Arc and ChildSavers.
Focuses on creating lifelong success by helping job placement and creating
skills for independent living. They work in partnership with families.
Has three program areas: Guidance Clinic, Child Development Services, and Trauma Response. Overall, focusing on
developing a positive bond between adult and child.
target(s)
CORporate
Aligningvalues
community
support teambuilding
Companies are increasingly forming partnerships with non-profits and
supporting causes to help strengthen their brand perception in the eyes
of consumers. However, companies partnering with SOVA have done it
for internal reasons.
Macy’s gives $40,000 a year and has employees volunteer to work the
events. Macy’s must have seen the stat, “72% of employees wish their
employers would include causes in the business plan.”
SunTrust recognized that many of their employees were already involved
volunteering and they wanted to support their employees values. While
Geico had special olympians come into their office to give speeches.
insight:
Individual relationships lead to
corporate relationships. It is
important to create a
relationship with business
owners as they are “charity
multipliers.” Half encourage
employees to donate time and
money and one in three are
willing to match donations
made by employees.
CORporate media
The media is as much of an influencer as is Charity
Navigator, in their ability to reach the local audience.
The media has a unique relationship with law
enforcement because if they know they are the first
ones to give Special Olympics coverage, they will be
the first ones law enforcement calls when there is
news to report.
WTKR has been the first station to pick up on this
relationship as they have started incorporating SOVA
programming year round. We need to push the
relationship further in having special olympians on
set helping give the news. In addition, communicate
with local media about the benefits of covering SOVA
events and find new entertaining ways to broadcast.
sova advocates baby boomers
Current donors are people who have family, friends, neighbors, or are special
needs teachers. People that have a personal connection with intellectual
disabilities.
Brand stewardship is key with this group moving forward. They want the
power to be shared with them. They do not want to be treated like an ATM.
There is one thing all these people have in common, they believe their cause
is unjustly under-publicized. Allow them to share their voice.
The importance of keeping these individuals involved and continuing to
provide value is clarified by a 2008 FEP Survey Report: For every $6 that
organizations raised in new gifts, approximately $5 was lost through donor
attrition. A lot of effort and resources are going toward attracting new
donors, despite the fact that most organizations have an easier and less
costly time retaining their current donors.
SOVA has identified the top 50 individual donors as the “Leaderboard.” While
continuing to update them and invite them to events, it is important to try
and find out more about them on a personal level so communications can
begin to tailer the conversation to their interests.
With Obama’s proposed plan to decrease the tax deduction from donors
earning $250,000 or more (large donors), it is important to conduct a survey
with these individuals to see how/if this will effect their gifts. Giving the
opportunity to be proactive in strategizing toward the future instead of
reacting to when changes happen.
Boston College research predicts baby
boomers (28% of the total population at
roughly 74 million) to unleash $41 trillion
into charities over the coming decade.
Boomers beyond age 50 are more
motivated by inner feelings and beliefs,
beginning to wonder about their purpose,
and what legacy they will leave.
Forrester Research found more than 60% of
this group is actively consuming socially
created content like blogs, videos,
podcasts, and forums. Turning from
spectators into creators and actively
sharing with others.
47%: Of new donors are ages 60 and under and nearly
half that class new donors are Boomers.
1/3: of the employees in America are baby boomers
and many of these will be retiring within the next
5-10 years.
Intolerant: for bad service, in any industry. Want to
see where their money is being tracked and like
something in return.
Authentic: Charitable giving is becoming more
adventurous when boomers are seeking a authentic
experience.
Who? Family Members (77%)
Friends (64%)
Place of Worship (60%)
How? Word-of-Mouth (76%)
Newspaper/Magazine articles (56%)
Events (51%)
What? Trust in a charity (82%)
Saw a charity’s impact locally (80%)
Ease and convenience of donating (68%)
“Infographics”
influence
Baby boomers
sova advocates
target(s)
CORporate
Aligningvalues
communitysupport team
building
Companies are increasingly forming partnerships with non-profits and supporting causes to help strengthen their brand perception in the eyes of consumers. However, companies partnering with SOVA have done it for internal reasons.
Macy’s gives $40,000 a year and has employees volunteer to work the events. Macy’s must have seen the stat, “72% of employees wish their employers would include causes in the business plan.”
SunTrust recognized that many of their employees were already involved volunteering and they wanted to support their employees values. While Geico had special olympians come into their office to give speeches.
insight:
Individual relationships lead to corporate relationships. It is
important to create a relationship with business owners as they are “charity multipliers.” Half encourage
employees to donate time and money and one in three are willing to match donations
made by employees.
CORporate media Sova advocates baby boomers
The media is as much of an influencer as is Charity Navigator, in their ability to reach the local audience.
The media has a unique relationship with law enforcement because if they know they are the first ones to give Special Olympics coverage, they will be the first ones law enforcement calls when there is news to report.
WTKR has been the first station to pick up on this relationship as they have started incorporating SOVA programming year round. We need to push the relationship further in having special olympians on set helping give the news. In addition, communicate with local media about the benefits of covering SOVA events and find new entertaining ways to broadcast.
SOVA has identified the top 50 individual donors as the “Leaderboard.” While continuing to update them and invite them to events, it is important to try and find out more about them on a personal level so communications can begin to tailer the conversation to their interests.
With Obama’s proposed plan to decrease the tax deduction from donors earning $250,000 or more (large donors), it is important to conduct a survey with these individuals to see how/if this will effect their gifts. This provides the opportunity to be proactive in strategizing toward the future instead of reacting to when changes happen.
Current donors are people who have family, friends, neighbors, or are special needs teachers. People that have a personal connection with intellectual disabilities.
Brand stewardship is key with this group moving forward. They want the power to be shared with them. They do not want to be treated like an ATM. There is one thing all these people have in common, they believe their cause is unjustly under-publicized. Allow them to share their voice.
The importance of keeping these individuals involved and continuing to provide value is clarified by a 2008 FEP Survey Report: For every $6 that organizations raised in new gifts, approximately $5 was lost through donor attrition. A lot of effort and resources are going toward attracting new donors, despite the fact that most organizations have an easier and less costly time retaining their current donors.
Sova advocates
“infographics”influence
47%: Of new donors are ages 60 and under and nearly half that class new donors are Boomers.
1/3: of the employees in America are baby boomers and many of these will be retiring within the next 5-10 years.
Intolerant: for bad service, in any industry. Want to see where their money is being tracked and like something in return.
Authentic: Charitable giving is becoming more adventurous when boomers are seeking a authentic experience.
Who? Family Members (77%) Friends (64%) Place of Worship (60%)
How? Word-of-Mouth (76%) Newspaper/Magazine articles (56%) Events (51%)
What? Trust in a charity (82%) Saw a charity’s impact locally (80%) Ease and convenience of donating (68%)
Boston College research predicts baby boomers (28% of the total population at roughly 74 million) to unleash $41 trillion into charities over the coming decade. Boomers beyond age 50 are more motivated by inner feelings and beliefs, beginning to wonder about their purpose, and what legacy they will leave.
Forrester Research found more than 60% of this group is actively consuming socially created content like blogs, videos, podcasts, and forums. Turning from spectators into creators and actively sharing with others.
baby boomers
positioning
* The current SOVA Torch Run tagline is, “Guardian of the Flame.” This tagline only speaks to the law enforcement and doesn’t encapsulate what the Torch Run stands for. To communicate the new position of the Torch Run, “Bridging the Gap” says how the Torch Run is bringing personal connection and cultures together.
connections plan
Positioning
insight
position
promise
While community members like the idea of Special Olympics, they do not get involved unless they have a personal connection with someone having intellectual disabilities.
Torch Run creates a personal connection between community, athletes, and supporters.
Torch Run creates a bridge before, during, and after the event.
* The current SOVA Torch Run tagline is, “Guardian of the Flame.” This tagline only speaks to the law
enforcement and doesn’t encapsulate what the Torch Run stands for. To communicate the new position of the
Torch Run, “Bridging the Gap” says how the Torch Run is bringing personal connection and cultures together.
This 4-step plan does not
stop once getting people
to enlist. It continues to
cycle as we continue to
engage.
Starts Internally
Special Olympics
(Council)
Officers that are
Ambassadors
Law Enforcement
Associations
Academies Individual Agencies and
L.E. Departments
Marshaling Advocacy
Current Recruiting
Special Olympics
Individual Agencies and
L.E. Departments
Insight: It is a easy tool to test leadership in their
department and can use it as a team building
exercise.
Inconsistency: A lot of agencies assign a new
person as a liaison every year. This person is
often not knowledgeable about Special Olympics
so they are learning on the go. An answer to this
would to develop a council that remains in place
at each agency.
Law Enforcement Associations:
Virginia Association of Chief’s of Police (VACP),
Virginia Sheriff’s Association (VSA), Virginia
Department of Corrections, and Virginia Association
of Regional Jails. The annual and sometimes semi-
annual conferences for these associations is a key
touchpoint in getting the right person on board with
getting involved. These are important influencer
groups.
Implication: There is a threat that the Torch Run
will begin to slowly fade if the younger blood is not
handed the baton. A solution to getting people
involved at a younger age within the law
enforcement community is to ingrain Special
Olympics into the fabric of what it means to be an
officer. Getting them involved at the Academy level
so it becomes a part of law enforcement culture.
There are 28 academies in the state of Virginia.
Improving communication
connections plan
Positioning
insight
position
promise
While community members like the idea of Special Olympics, they do not get involved unless they have a personal connection with someone having intellectual disabilities.
Torch Run creates a personal connection between community, athletes, and supporters.
Torch Run creates a bridge before, during, and after the event.
* The current SOVA Torch Run tagline is, “Guardian of the Flame.” This tagline only speaks to the law
enforcement and doesn’t encapsulate what the Torch Run stands for. To communicate the new position of the
Torch Run, “Bridging the Gap” says how the Torch Run is bringing personal connection and cultures together.
This 4-step plan does not
stop once getting people
to enlist. It continues to
cycle as we continue to
engage.
Starts Internally
Special Olympics
(Council)
Officers that are
Ambassadors
Law Enforcement
Associations
Academies Individual Agencies and
L.E. Departments
Marshaling Advocacy
Current Recruiting
Special Olympics
Individual Agencies and
L.E. Departments
Insight: It is a easy tool to test leadership in their
department and can use it as a team building
exercise.
Inconsistency: A lot of agencies assign a new
person as a liaison every year. This person is
often not knowledgeable about Special Olympics
so they are learning on the go. An answer to this
would to develop a council that remains in place
at each agency.
Law Enforcement Associations:
Virginia Association of Chief’s of Police (VACP),
Virginia Sheriff’s Association (VSA), Virginia
Department of Corrections, and Virginia Association
of Regional Jails. The annual and sometimes semi-
annual conferences for these associations is a key
touchpoint in getting the right person on board with
getting involved. These are important influencer
groups.
Implication: There is a threat that the Torch Run
will begin to slowly fade if the younger blood is not
handed the baton. A solution to getting people
involved at a younger age within the law
enforcement community is to ingrain Special
Olympics into the fabric of what it means to be an
officer. Getting them involved at the Academy level
so it becomes a part of law enforcement culture.
There are 28 academies in the state of Virginia.
Improving communication
connections Plan
This 4-step plan does not stop once getting people to enlist. It continues to cycle as we continue to engage.
startsinternally
improvingcommunication Law Enforcement Associations:
Virginia Association of Chief’s of Police (VACP), Virginia Sheriff’s Association (VSA), Virginia Department of Corrections, and Virginia Association of Regional Jails. The annual and sometimes semi- annual conferences for these associations is a key touchpoint in getting the right person on board with getting involved. These are important influencer groups.
Implication: There is a threat that the Torch Run will begin to slowly fade if the younger blood is not handed the baton. A solution to getting people involved at a younger age within the law enforcement community is to ingrain Special Olympics into the fabric of what it means to be an officer. Getting them involved at the Academy level so it becomes a part of law enforcement culture. There are 28 academies in the state of Virginia.
Insight: It is a easy tool to test leadership in their department and can use it as a team building exercise.
Inconsistency: A lot of agencies assign a new person as a liaison every year. Often, this person is not knowledgeable about Special Olympics so they are learning on the go. An answer to this would be to develop a council that remains in place at each agency.
Current Recruiting Marshaling Advocacy
Individual Agencies and L.E. Departments
Special Olympics
Special Olympics (Council)
Officers that are Ambassadors
Law Enforcement Associations
Academies Individual Agencies and L.E. Departments
creativeInternal
pride pin
The Pride Pin is 3-fold: It represents the pride and dedication law enforcement takes in the Torch Run, it creates an awareness wherever they walk, and it is a constant reminder that they are a facilitator between the athletes and community.
The pin will be extended to our donors (“Leaderboard”) and employees of SOVA sponsors. It works to bring a synchronize cohesiveness between these three groups in strengthening the SOVA community.
Police Donors employees
In the digital age we continue to hear about the paper becoming extinct. However, the paper has continued to keep a pulse due to its simple geographic strategy to stay local.
This is the most interaction some of the community has with its local law enforcement and SOVA athletes. Reading a negative law enforcement story, it makes it difficult for law enforcement to rebuild its reputation.
online
The paper can’t tell a story like an experience can. With new online initiatives, The March of
Dimes found success in recruitment, engagement, and donations.
sova public forum sova private forum
The public forum is a place for fans to develop a profile, talk to other fans and athletes signed in, and post pictures and videos from their experiences. The Calendar of Events allows the fan to see all local activities upcoming and send a free e-card to invite friends.
Being able to keep up with the local athletes that money is going to helps people track the success and feel more involved.
The public and private layout is nearly identical. The private forum is for police officers. They can still converse with fans and athletes but it also provides a tool for easier communication amongst law enforcement. It has directories of all the agencies with personal emails. Councils can also talk about what successes and failures they are having with events.
It provides event setup instructions and up-to-date fundraising tracker to create friendly competition between agencies.
SO VA
creativeProduct packaging
Banner
Pamphlet T-ShirtBack
Bridging the Gap
Currently, there is a new design of the flame every year. Thus, making for a lack of consistency.
This is a flame that can be used across all of our materials and be a visual that people will be able to immediately associate with Special Olympics Virginia.
EventThe Torch Run Training Program gets the community engaged and conversation started. There is a $25 registration fee for participants that goes as a donation to SOVA, and in return they receive a shirt.
The Training Program will split people up in different levels in order for them to help achieve their goals together. They will run the local streets once and/or twice a week for 3 months leading up the actual Torch Run. This will create an anticipation for the Torch Run as well as a concluding event for these individuals for their accomplishments made through the program.
In each group there will be one person from a police academy. This allows them to get involved early, be there to answer questions runners may have about Special Olympics, and gets the community and law enforcement interacting.
The Program will be advertised free on The Fox radio station (sponsor with baby boomer audience) and on the Gold’s Gym website and newsletter. Beyond monetary gifts, this program is designed to create word-of-mouth.
recognition
It has been found that people are more inclined to donate when they are recognized and/or feel appreciated rather than asked for money. Using the localized strength of the Torch Run, monthly stickers will be placed on the 10 state and 150 local newspapers.
These stickers will either recognize an officer or donor. For example, the sticker says, “Torch Run says thank you for your time and commitment as a community member, Officer Dave Hutton.”
Program
SunTrust is a main sponsor of the SOVA Torch Run. On the back of deposit slips and receipts there will be a place to setup an automated gift for SOVA Torch Run.
This will communicate with our audience when they are in the mindset of where to put their money.
Promotion
Everyone hates the ATM withdrawal free. SunTrust turns every withdrawal fee into a donation for SOVA Torch Run. This is for individuals that start a checking or savings account at SunTrust, or switch from another bank.
SunTrust will keep a balance of total donations made from month to month.
Ukrop’s partnership
“Autism: Help Solve the Puzzle,” aligns with the Toys R Us and they are reeking the benefits. Toys R Us has seen shoppers donate $3.7 million since teaming up with Autism Speaks in 2007.
The bag above has generated over $10 million in gifts. The tote bag was designed by an autistic child and is sold for $10, online and in-store.
From an online survey I conducted (sample =115), Virginia residents identified Ukrop’s as the most popular answer for the company that gives back to the community the most.
Ukrop’s is a company that employs many individuals with intellectual disabilities. With Ukrop’s community-involved reputation, along with employing SOVA athletes, this partnership makes sense for both parties.
These tote bags will be sold at the check out lines when customers are getting ready to bag their groceries. The bag will be designed by a Ukrop’s employee that is in SOVA. The bag will: Drive people to the website, carry the Torch logo, and will have a Ukrop’s valued customer card tied around the handle of the bag (this will promote using the bag for future trips and gives Ukrop’s a unique way to display their name).
Baggers at Ukrop’s help carry bags out to the customers car. This is on strategy in getting the athletes (Ukrop’s employees) interacting with the community.
At event
SOVA has taught me the importance of teamwork.
Amy Johnson
You inspired me to do m
y best.
- Julie
In order to make the event more interactive and for fans to get to know the athletes, there will be a tall card for each athlete (see pic). It will allow the athlete to express any message they want to tell spectators and the spectators can respond by writing their thoughts and/or congratulate them on their performance at the event.
This will provide athletes with a takeaway from the event, or can be used by SOVA for later promotional material.
connections planwith executions
Under the 4-step connections plan it shows who is being targeted and how SOVA is communicating with that target.
media plan
2009 Budget: $338, 500
measurement
internal ROI
5 year plan
gold’s gymRoi
Ukrop’sRoi
“Never doubt that a small, group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.”
- Margeret Mead