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TRANSCRIPT
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!