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