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Sports Philanthropy July 2002

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Joined local grantmakers group - Metropolitan Association for Philanthropy, St. Louis. ... Recruited Cardinals (MLB) and Blues (NHL) to join in program. ... – PowerPoint PPT presentation

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Title: Sports Philanthropy July 2002


1
Sports Philanthropy July 2002
2
The St. Louis Rams Community Outreach Team
3
Background
  • Rams have contributed more than 3 million in
    cash, grants, merchandise and tickets since 1995.
  • Rams Foundation created in 1997.
  • In 2001, integrated Foundation and Community
    Relations department four full time people plus
    two interns -- allowing greater layering of
    resources.
  • Focused on cornerstone programs.

4
Team/Foundation Impact?
  • How does a team/foundation maximize its impact?

5
How we got started
  • Conducted research on other sports foundations -
    not much existed.
  • Identified outstanding work in Jacksonville,
    Philadelphia.
  • Joined local grantmakers group - Metropolitan
    Association for Philanthropy, St. Louis.

6
How we got started
  • Through Jacksonville was introduced to the Robert
    Wood Johnson Foundation.
  • Opportunity to work with Robert Wood Johnson
    Foundation.
  • Assisted us in increasing our efficiencies,
    maximizing resources and increasing our impact.

7
More than Cash
  • Never be the biggest -- but if we can work
    together to identify challenges and help address
    its a win-win.
  • If we can work with corporate and family
    foundations, we can make a difference.

8
What we do
  • Programming/Grantmaking of cornerstone programs
  • Limited fund-raising
  • Leverage resources, build awareness and serve as
    a catalyst for action

9
How we work
  • Rams Community Outreach team focuses on youth in
    the areas of education/literacy, health and
    recreation.
  • Uses set of objectives to help narrow partnership
    focus.
  • Focus on strategic player involvement with
    Community Outreach programs. (e.g. Cooperating
    School Districts Get Into the Game character
    curriculum).

10
How we work
  • Have a program coordinator who works with
    cornerstone program and other NFL community
    initiatives.
  • Meeting with each grant partner to learn more
    about their challenges and brainstorming on ways
    we might assist.
  • Technical assistance, suggestions of other
    partners.

11
Creating overall plan
  • Identify all vehicles that can be used to enhance
    an effort.
  • Think outside of the box.
  • Signage, team publications, in stadium
    announcements and presentations, cash, tickets,
    merchandise, player involvement, other.

12
Programs
  • Community First youth ticket program

13
Programs
  • Get Into the Game/Cooperating School Districts

14
Programs
  • Youth Football
  • St. Louis Public Schools Physical Education
    Program

15
Programs
  • Diversity Awareness Partnership

16
Programs
  • Healthy Kids at Play with Danforth
    Foundation/Childrens Hospital

17
Programs
  • Rams Reader Team

18
Programs
  • Player Programs
  • Work collaboratively with player and their
    foundation staff to create programs based up
    objectives of player

19
Programs
  • Examples
  • Marshall Faulk Rams 28 Club
  • Torry Holt Bear Essentials program
  • Kurt Warners First Thing First Foundation

20
What are the opportunities?
  • RWJF SPP has helped to link teams together to
    foster best practices and take sports
    philanthropy to a new strategic level.
  • Your team can make a difference in the community,
    help enhance team image and assist in driving
    sales/marketing efforts.

21
How to get started
  • Use the SPP website -- gives you general
    information on what many sports teams are doing.

22
Brainstorming
  • What are your communitys challenges (teen
    pregnancy, smoking, illiteracy)? And how can
    your team help?
  • What types of issues/programs are your owner(s)
    interested in?
  • Who else cares about your issue (United Way,
    local business association, etc.) and how can
    this be leveraged?

23
How do you get started?
  • Convene an internal meeting to identify your
    resources (financial, in-kind, ownership support,
    etc.).
  • Assess community and determine your teams focus.
    Align this with your business interests. (e.g.
    developing a fan base among youth, assisting
    sponsors, etc.).
  • Create a simple mission to articulate what you
    stand for.

24
How do you get started?
  • Create measurable objectives.
  • Develop strategies to meet objectives.
  • Find the right partners to create win/wins e.g.
    Cooperating School Districts.
  • Develop a few programs around your vision and put
    your resources against them.
  • Dont spread yourself too thin.

25
How do you get started?
  • Learn to say no. Use a litmus test If it
    doesnt fit your objectives, dont do it.
  • Get creative -- call on a group of smart people
    in your community who can help you identify
    opportunities.
  • Dont be afraid to try something new.
  • Get out there and get involved.

26
How do you get started?
  • Start looking for common ways to work together.
  • From where you sit, you often have the
    opportunity to point out common ground to
    non-profits, funders, etc. and link them
    together. Do it. It makes you look good!

27
Feel the Powerand Use it
  • Power of convening.
  • Power of information dissemination.
  • Power of professional philanthropic procedure and
    staff.
  • Improve your community by harnessing the power of
    sports.

28
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29
Diversity Awareness Partnership
30
Diversity Awareness Partnership
  • Identified a common community issue -- lack of
    tolerance.
  • Research showed that if St. Louisans knew what to
    do they would try to help.
  • In 1998, Rams convened a group of non-profits
    working in this area to brainstorm on ways to
    help.

31
Diversity Awareness Partnership
  • DAP launched to specifically get information to
    the area and build awareness for the issue and
    what can be done.
  • November 2000
  • Website launched - www.makeadifferencestlouis.org
  • Has What Can I do, Calendar sections, etc.
  • Print campaign featuring Rams players

32
Diversity Awareness Partnership
  • 2001 - Formed as separate non-profit.
  • Recruited Cardinals (MLB) and Blues (NHL) to join
    in program.
  • Print ads in all team publications
  • Appearance on poster distributed to all area
    schools.
  • CBS affiliate KMOV exclusive sponsor running
    spots throughout day and in prime time.

33
Diversity Awareness Partnership
  • DAP is central coordinating point for trying
    innovative efforts.
  • Part of Get Into Game curriculum - character
    education effort.
  • Debut of new youth program for kids in 32 middle
    schools throughout area this fall.

34
Diversity Awareness Partnership
  • Results
  • More than 700,000 in-kind support - creative,
    design, printing, advertising space, office
    space, etc. committed by community.
  • Recipient of several awards, including Whats
    Right with the Region.
  • Unprecedented participation from all major league
    teams.

35
Results - cont.
  • High traffic on website.
  • Large number of inquiry calls to join effort --
    St. Louis Quest - womens volleyball team most
    recent.
  • Partners have seen increased calls, requests for
    services/information.
  • Effective way to tie in sponsors - Edward Jones
    Youth program, EDS for website etc.

36
What does this mean for you?
  • Identify a common issue.
  • Be a convener.
  • Position your organization as a lead facilitator.
  • Know your intangible assets (tickets, players,
    staff, relationships) and use them to your
    advantage (e.g. printing, sponsor ties etc.)

37
  • With some focus, your organization can make an
    impact in the community while improving image and
    helping to increase the bottom line.
  • Packet includes summary of steps taken for DAP
    project specifically - Use as a formula for your
    thinking on any major effort!
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