UNICEF’s Change For Good Program on American Airlines Latia Curry, U.S. Fund for UNICEF

Agenda

  Introduction and background on the U.S. Fund for UNICEF

  About Change for Good on American Airlines

  Challenges and solutions

  Results

Change for Good   Global UNICEF fundraising campaign with the international airline industry since

1987

  American Airlines (AA) is the participating airline in the United States since 1994

  Participating organizations:

  Program is entirely reliant on employee volunteers known as "Champions for Children" who collect donations from AA customers

  American Airlines’ only "in-flight" charitable program and the company’s largest employee engagement initiative

  In-flight:

  Flight Attendant "Champions for Children" make announcements, show a video and collect donations from customers on international flights

  Other employee groups:

  Other AA staff can volunteer by collecting donations at their various workplaces

  Funds raised benefit UNICEF programs for children around the world

How it Works

Challenge #1: Remote Work Group

Solution: Create a virtual sense of community

 Champions microsite: creation of an online community where Champions can virtually meet

 Video launch party at bases and on Champions microsite

New in-flight video launch parties – July 2009

Challenge #2: Limited Online Access

Solution: Create supplementary print communication tools

 Bi-annual newsletters for Champions

 Thank-you poster and postcards to announce year-end fundraising results

 Utilize existing AA communications vehicles

Challenge #3: Sustaining Employee Focus

Solution: Involve employees in decision-making and create online outlets for their voices to be heard

 Enable employees to vote on a beneficiary project --> conduct online survey to maximize participation

 Create a Champions-only Facebook page

 Offer Champions guest blogging opportunities on U.S. Fund for UNICEF website with feature stories on Champions microsite

Challenge #4: Optional Participation

Solution: Make participation fun and simple and encourage feedback

 Encourage participation: invite Champions to send in their stories and ideas

 Make it easy: quick downloads of Champion-written public announcements

 Make it fun: create Flickr site with photos of Champions in action

Challenge #5: Keeping a 16-Year-Old Program New and Exciting

Solution: Offer fun, new activities

Trick-or-Treat for UNICEF

Create Program Mascot: Super Coin

Results Fundraising: Over $1.25 million collected in 2009, over $1.6 million in 2010

Employee Participation: Over 2,100 Champions for Children joined since December 2006

Activities: First Champions-only microsite; new in-flight video; two field visits; Trick-or-Treat for UNICEF through Change for Good in 2009 and 2010

Employee-related Awards and Honors: Milestones: Won “Honorable Recognition” for PR News’ CSR Awards in Employee Relations category in February 2010; AA employee included in NASDAQ ceremony celebrating contributions of UNICEF donors to Haiti

PR: Between January 2009 and July 2010, over 422 million media impressions generated through Change for Good on American Airlines!

What Champions are Saying   "I was brought to tears when almost EVERY single passenger on my

Barcelona flight had a donation for UNICEF."

  "I am so impressed with the generosity of the passengers and flight attendants who open their wallets every time I pass through the cabin… Collecting the UNICEF money is my favorite part of the flight."

  "I am a flight attendant and we make announcements and collect money every international flight!! I love being a UNICEF representative!!"

Thank you!