Passionately Pink for the Cure Affiliate Handbook Last Updated: October 6, 2010

Transcription

1 Passionately Pink for the Cure Affiliate Handbook Last Updated: October 6, 2010

2 Table of Contents Welcome Letter... 3 Executive Summary...4 Donations...4 Affiliate Activation... 5 Timing... 8 Passionately Pink vs. 3rd Party Events... 9 What is a Passionately Pink Event and What is Not... 9 Participant Activation Who Goes Passionately Pink Activation Process Participant Activation Materials...11 Promotional Tools PassionatelyPink.org Passionately Pink for the Cure Logo or Website Copy Sample Press Release Frequently Asked Questions...17 Contacts Passionately Pink for the Cure Affiliate Handbook Page 2

3 Welcome Letter Dear Affiliates, Over the past four years, Passionately Pink for the Cure has grown from an idea into a nationwide fundraising success-story, raising over $10 million for Susan G. Komen for the Cure since its inception. Through this program, 75 percent of funds raised remain in your community to help fund local breast cancer initiatives. Last year alone, Passionately Pink raised over $1.5 million for Komen Affiliates. The average Passionately Pink payout per Affiliate was over $10,000 and 20 Affiliates received payouts in excess of $20,000. Passionately Pink for the Cure is simple at heart yet mighty in its ability to help us all raise funds to save lives and end breast cancer forever. The program is only limited by a participant s imagination and enthusiasm. So, anyone can go Passionately Pink at any time of the year with as large or small an event as they can handle. Most people know someone who has battled breast cancer. Many people are delighted with the opportunity to apply their passion to Komen. Others want to help and are pleased be part of an employee event where a small donation is readily pooled into a more substantial group gift. Either way, the invitation to go Passionately Pink is welcomed. And, the more people that go Passionately Pink, the more Komen Affiliates can help their communities. If keeping your Race fundraisers active year round is a challenge, Passionately Pink for the Cure is also a great way to retain wonderfully enthusiastic fundraisers. Our research shows those who go Passionately Pink STAY Passionately Pink three out of four captains are repeat performers! As a Susan G. Komen for the Cure Affiliate, we value your support and participation in Passionately Pink for the Cure. You are the force that helps us drive recruitment efforts and engage participants in local communities across the country. Thanks for your participation and support of Passionately Pink for the Cure. We look forward to an exciting FY11 program. Warm Regards, Katrina McGhee Executive Vice President & Chief Marketing Officer Passionately Pink for the Cure Affiliate Handbook Page 3

4 Executive Summary Susan G. Komen for the Cure created Passionately Pink for the Cure to help encourage employee engagement in the fight to end breast cancer forever. In its original setup, Passionately Pink asked companies and their employees to wear pink and donate to Komen for the Cure on one day during National Breast Cancer Awareness Month in October. But there is too much passion for the cause to limit Passionately Pink to one day. And, limiting Passionately Pink only to employees of corporations was inhibiting our ability to allow others in the community to share their passion and participate. Komen receives phone calls every day from supporters, co-survivors and those who have lost friends and family saying they want to do something but they don t know how. That s what Passionately Pink for the Cure is all about. Passionately Pink for the Cure encourages and enables people from all walks of life to build awareness and raise funds for Susan G. Komen for the Cure by wearing pink, having fun and making a donation to fight breast cancer. Passionately Pink provides the opportunity to inspire others through passion and creativity because it empowers participants with choice. Participants are only limited by the time they can commit and their imagination to develop a Passionately Pink event that will encourage participation and fundraising. Donations Affiliates can feel good about promoting and recruiting for Passionately Pink, and donors can feel good about giving to Komen through Passionately Pink because 75 percent of the program s net proceeds stay within the community. When the fiscal year closes, Komen headquarters reviews all Passionately Pink donations and matches the zip code of the donor to the appropriate Affiliate service area. Seventy-five percent of net proceeds in the Affiliate service area are paid out in the First Quarter of the new fiscal year. Affiliates have the potential to significantly increase their budgets with Passionately Pink payouts. To put things into perspective, in FY10: Over $1.5 million in Passionately Pink for the Cure donations were paid out to Affiliates. The average Passionately Pink Affiliate payout was over $10,000. Twenty Affiliates received a payout in excess of $20,000. Donation Collection Affiliates benefit not only from local events, but also from local donors who participate in events outside of their area. Passionately Pink collects donations based on the donor s zip code, so that their donation can make an impact in their community, regardless of where the event takes place. For example, Mary from Texas is holding an event in her area, and her mom who lives in Oregon wants to donate to her event. Mary s mom writes a check, includes Mary s team ID, and sends in her donation. While that donation will count towards the total amount raised for Mary s team, the donation will be credited to the Affiliate servicing that donor s zip code, which in this case would be Mary s mom s Affiliate. Passionately Pink for the Cure Affiliate Handbook Page 4

5 Passionately Pink wants donations to stay in their local areas so that every donor, regardless of where an event is being held, can help support their local Affiliate and community. Affiliate Activation In order to for an Affiliate to receive a Passionately Pink payout the Affiliate needs to: 1. Opt-in to Passionately Pink At the beginning of the fiscal year the Affiliate should opt into the program via the Documents Due section of Affiliate Corner. 2. Comply with Promotion and Recruitment Requirements The Affiliate needs to support Passionately Pink through promotion and recruitment efforts as outlined in the following sections. Promotion & Recruitment Passionately Pink for the Cure is a program managed by Komen for the Cure headquarters and allows participants to activate on a self-serve basis. The most important things Affiliates can do to support Passionately Pink is promotion and recruitment. Promotion Every Affiliate who activates Passionately Pink in their area should post the correct Passionately Pink logo on their websites for the duration of the fiscal year. Affiliates should also promote Passionately Pink in any newsletters or other regular mailings, at Affiliate functions and board meetings. Affiliates may be asked to attend Passionately Pink check presentations in their area, as well as support local Passionately Pink teams. Given that Affiliates reap the financial benefits of Passionately Pink, you are encouraged to participate when asked. Recruitment Recruitment is vital to a healthy flow of Passionately Pink donations. Komen Headquarters actively pursues Passionately Pink opportunities with our staff, our corporate partner organizations and other large organization prospects. In FY10, Komen headquarters staff donated over $2,200 through Passionately Pink and corporate partners donated over $45,000. We are actively pursuing national engagement with a variety of business and community organizations including Frito-Lay, Belk and ACH Foods, and are converting individual callers to team captains. Recruitment must also take place at the local level. When someone calls or s wanting to know how they can support Komen, offer Passionately Pink as an option that allows them the freedom to choose what they do, when they do it, and with whom they want to do it. We encourage you to let your community know that Passionately Pink can provide the outlet for their philanthropic efforts. Ask yourself if you ve reached out to: Passionately Pink for the Cure Affiliate Handbook Page 5

6 Your Race sponsors High school principals Leaders at houses of worship Real estate brokers Rotary clubs Book clubs Professional sports organizations Amateur sports organizations City council members Dance instructors Youth groups Homeowners associations The school district administration office Zoo administrators Sports league coordinators Local business offices Athletic coaches Choirs Junior League College alumni associations The police and fire chiefs Hotel managers University student or Greek organizations Veterinarian offices School band leaders Passionately Pink for the Cure : TOP THAT! Contest As an added incentive to support Passionately Pink for the Cure, the Passionately Pink for the Cure TOP THAT! contest is returning in FY11. The TOP THAT! contest rewards the top two Affiliates who conduct the most integrated, creative and effective Passionately Pink recruiting campaign in their community in FY11. TOP THAT! 1 st Prize: $10,000 added to the FY11 Passionately Pink payout TOP THAT! 2 nd Prize: $5,000 added to the FY11 Passionately Pink payout Each Affiliate is allowed one entry. Entries can be in any format the Affiliate deems appropriate. All entries will be evaluated based on: Integration (20%) How many channels of communication are used in the campaign? This could include any combination of direct mail, , website, online advertising (e.g., banners and tiles), social media (Facebook, Twitter, etc.), newspaper ads, radio commercials, TV commercials, PR, posters, fliers, signage and more. Creativity (20%) How eye-catching and engaging is your campaign? Passionately Pink for the Cure Affiliate Handbook Page 6

7 Education (20%) Does your campaign support the mission? Proper use of Trademarks (20%) Are you using the proper Passionately Pink for the Cure logo and legal marks? Total Audience Reach (20%) How many people received your mail? Visited your website? Read your ads and signs? Posted on your Facebook page? If your campaign is phenomenal, you ll see a higher payout! And if your Passionately Pink campaign TOPS THAT, your Affiliate can receive up to $10,000 in addition to the regular Passionately Pink payout! Passionately Pink for the Cure Affiliate Handbook Page 7

8 Timing Passionately Pink is a year-round program, so participants can register an event at any time. At the end of each fiscal year, Komen headquarters calculates the total Passionately Pink donations by Affiliate service area and issues the Affiliate payouts. Following are key dates to keep in mind as you activate Passionately Pink for the Cure. Event Dates Program Opt In April 2010 Donation Payout to Affiliates April 2011 Top That! Contest Submissions April 1, February 15, 2011 Top That! Contest Winner Selection Top That! Contest Award to Winners Announced during 2011 ALC Concomitant to the FY11 PPFTC program payout Passionately Pink for the Cure Affiliate Handbook Page 8

9 Passionately Pink vs. 3rd Party Events Passionately Pink was created to provide participants with a simple way to host personal or private fundraising activities. Because the donations in this program are considered voluntary donations, they do not require a contract with the Affiliate which allows participants ease of activation. When a donation is: Derived from ticket sales, Admission fees, or A portion of the sale price of goods purchased are donated to Komen, they should then be considered a 3rd Party Event and so a contract should be negotiated with the local Affiliate. What is a Passionately Pink Event and What is Not Follow the process chart below to determine if a potential event could be considered a Passionately Pink for the Cure or 3 rd Party event. Passionately Pink for the Cure Affiliate Handbook Page 9

10 Participant Activation Who Goes Passionately Pink Anyone can go Passionately Pink at any time of the year! We ve seen Passionately Pink events in senior centers and middle schools, on horseback and on motorcycle, in the office and in the home. The vast majority of Passionately Pink activities are at work or school. Work events can be big or small depending on the number of employees and the number of locations. School events are noteworthy because they are growing in number and tend to be larger in scale (upwards of 150 participants on average). But ANY organization with a membership is perfect to recruit for Passionately Pink Rotary Club, college Greek system, church groups, sports leagues, supper clubs Just as important as knowing who can go Passionately Pink is knowing that those who DO go Passionately Pink STAY Passionately Pink three out of four captains are repeat performers! Activating Passionately Pink for the Cure is 100 percent online, and is done through the Passionately Pink website at The participant registration process is quick and easy, and can be completed in five simple steps. A Passionately Pink for the Cure team captain begins the process and is responsible for inviting others or getting others to help with planning. Activation Process 1. Choose an Activity More often than not, a supporter will have an idea of what they want to do to raise funds. The team captain and other team participants choose the activity, from bake sales and car washes to dinner parties and potlucks to motorcycle treks and lighthouse climbing. The possibilities are limited only by their imagination. Ideas for group activities are also found on passionatelypink.org 2. Choose a Day The team captain and participants choose the date for their event. A Passionately Pink day doesn t have to be in October, and it doesn t have to be just one day. Participants can go Passionately Pink any day, or for an entire week or an entire month, every Friday or whenever the mood strikes. 3. Create the Team The team captain and participants then invite friends, co-workers and others by , phone or in person to join in on the fun and fundraising. If they need help, sample invitations, posters and fliers are available on passionatelypink.org. 4. Set a Goal The team captain and participants choose their goals. For some, setting a goal is motivation but for others a goal can be intimidating. Regardless of whether participants set a high goal, a low goal or no goal at all, we welcome every dollar raised. And, if someone sets a goal but misses the mark, that s okay too. Last year, the average team raised over $500 and the top 60 teams raised over $5,000 each! Passionately Pink for the Cure Affiliate Handbook Page 10

11 5. Send Your Donation Once the Passionately Pink event is over, the captain mails in all check/money order donations using the donation reply form and return envelope in the captain s Kit. Donations are mailed to: Susan G. Komen for the Cure PO Box 5027 Hagerstown, MD Note: It s important that each separate donation has the 7-digit Team ID on it. Some supporters in your community may not realize there is a registration process, and will call the local Affiliate to say they ve held a fundraiser and just want to know where to send the donations. They can register on the website after the fundraiser, or simply submit their donations to the address above. Participant Activation Materials Once the team captain is registered, they will receive: A Customizable Passionately Pink for the Cure Webpage Participants can use the site to upload photos and videos and post information about their Pink event, and collect funds through credit or debit card donations. A Personalized URL for This Webpage The URL can be posted to Facebook, Twitter, blogs, intranets anywhere you can post links. A Captain s Kit The Captain s Kit contains educational and promotional materials, as well as collectible lapel pins to thank donors for their gifts. A donation reply form and return envelope is also included! NOTE: The Passionately Pink for the Cure Captain s Kits can only be mailed within the United States. Passionately Pink for the Cure Affiliate Handbook Page 11

12 Promotional Tools Included here are a few communication tools you may want to use in your promotion and recruitment efforts. Feel free to use them as is or adapt as needed to suit your local needs. PassionatelyPink.org There are a lot of new, exciting features on the Passionately Pink website this year, including videos from our celebrity ambassador Melina Kanakaredes, a more robust Ideas section, new downloads and an improved Team Center. Take time to go out to passionatelypink.org to tour the site so your Affiliate is familiar with the available tools and features. Be sure to drive traffic to this site to help interested participants take the first step to go Passionately Pink. Passionately Pink for the Cure Logo Be sure to use the official Passionately Pink for the Cure logo on your website and in all promotional materials. An electronic copy of the logo can be found on Brand Central accessed via Affiliate Corner. Explanatory text must appear above the logo. Affiliates have four options to choose from: 1. Wear pink. Have fun. Fight breast cancer. Click here to go Passionately Pink for the Cure! 2. Go Passionately Pink for the Cure and have fun while helping to end breast cancer forever! 3. Are you inspired to save a life? Go Passionately Pink for the Cure! 4. Create your own fundraiser go Passionately Pink for the Cure! or Website Copy Workplace, Community Events Interested in Fundraising for Susan G. Komen for the Cure? Susan G. Komen for the Cure developed Passionately Pink to encourage and enable creative awarenessbuilding and fundraising efforts in the fight to end breast cancer forever. We ve had sporting teams pinking out their games, motorcyclists riding cross-country while getting pledges for miles biked, bake Passionately Pink for the Cure Affiliate Handbook Page 12

13 sales and car washes, costume contests and talent shows, and so much more. Part of the fun of Passionately Pink is that YOU choose what activities you want to host, and YOU choose when you want to go Passionately Pink. We d love for you to visit our website at There you ll find more information about Passionately Pink, ideas and photos from real Pink events, and a video message from our celebrity ambassador Melina Kanakaredes. Registering as a team captain is quick and easy, with no cost or obligation, and all information is kept private within Komen. Just go to the website and click Create a Team and follow the instructions. Registered team captains receive: Your own customizable webpage Use this site to add photos, videos and text to help promote your Passionately Pink activity. Supporters can also donate directly to Komen through this webpage using their credit or debit card. The site allows you to monitor your donations and how close you are to reaching your goal. Your own personalized URL Use this web address to post on Facebook, Twitter, blogs, even your company s intranet. Let everyone know you re Passionately Pink for the Cure and where to make a donation. Your own captain s kit This kit is filled with promotional and educational material, as well as collectible lapel pins to give to your donors as a thank-you for their support. Additional materials are also available on the site for downloading, customizing and printing. Personal, School Events Interested in Fundraising for Susan G. Komen for the Cure? Are you passionate about building awareness and raising funds in the fight to end breast cancer forever? Are you someone who wants to make an impact nationally and in your local community? Are you inspired to save a life? Susan G. Komen for the Cure created Passionately Pink for the Cure for people just like you people who answer YES to the above questions. If you want to wear pink, have fun and raise money to fight breast cancer, then sign up today to go Passionately Pink for the Cure. YOU choose the activity YOU choose the date YOU choose your teammates YOU choose your fundraising goal Passionately Pink for the Cure Affiliate Handbook Page 13

14 Need some ideas? Host a pink pajama party with friends in June. Have your workplace pink-out the break rooms in September. Hype-up your homecoming football game with pink hats. The pink possibilities are endless! View more great ideas on PassionatelyPink.org. Sign up as a Passionately Pink team captain. It's quick, easy and you ll receive: YOUR OWN customizable Passionately Pink for the Cure web page to upload photos, videos and more YOUR OWN personalized Passionately Pink URL to post on Facebook, Twitter, blogs, and any place where you find passion for the cause YOUR OWN Passionately Pink team captain s Kit to share educational material, publicize your Passionately Pink Pink event with posters, and thank your donors with collectible lapel pins YOUR OWN special thank you for being a Passionately Pink captain Need some inspiration? View photos and fun suggestions from other successful Passionately Pink events at PassionatelyPink.org. Sign up today to go Passionately Pink for the Cure and inspire others to help fight breast cancer. Sample Press Release To publicize Passionately Pink in your service area, feel free to issue community challenges through a press release; a sample is below: FOR IMMEDIATE RELEASE [NAME] [AFFILIATE NAME] [PHONE] [ ] SUSAN G. KOMEN FOR THE CURE ASKS [CITY] TO GO PASSIONATELY PINK FOR THE CURE Passionately Pink for the Cure Affiliate Handbook Page 14

15 Komen [AFFILIATE] Joins Companies Across the Country to: Wear Pink. Have Fun. Fight Breast Cancer. [CITY, St] [DATE] The [AFFILIATE] of Susan G. Komen for the Cure announced today that registration is open for Passionately Pink for the Cure, a national fundraising and education program that makes it easy for anyone and everyone to play a part in ending breast cancer. Soccer moms, CEOs and teachers to name a few are supporting Komen s promise to end breast cancer forever, They are going Passionately Pink and helping to drive awareness of the disease that without a cure could kill more than 11 million women in the next 25 years. Last year, nearly one million people from businesses, schools, places of worship and social organizations nationwide joined the global breast cancer movement by going Passionately Pink for the Cure. This year, the Komen [INSERT AFFILIATE] Affiliate is again challenging local organizations large and small to join the fight against breast cancer. I want the nation to realize how dedicated [CITY] is to creating a world without breast cancer. More importantly, I want everyone living in our community who has been touched by the devastation of breast cancer to know we are fighting for them by participating in Passionately Pink for the Cure, said [AFFLIATE CONTACT, TITLE ]of the Komen [AFFILATE NAME] Affiliate. Seventy-five percent of the funds raised will stay right here in our community, helping fund programs such as [NAME OF PROGRAM] that [WHAT PROGRAM DOES]. The remaining funds will go toward national breast cancer research aimed at discovering and delivering the cures. [OR USE YOUR OWN QUOTE] Emphasize group participation Passionately Pink for the Cure began as a workplace giving program, and has now extended beyond companies to include social organizations, schools and groups of friends. Anyone can get a group together and hold a Passionately Pink Day by having group participants wear pink or planning an event to honor breast cancer survivors. To participate, group organizers simply register at select the day their group will participate by wearing pink, plan a creative event on that day, and send donations to Komen. Groups are encouraged to be creative and to make Passionately Pink for the Cure a fun and educational day. Groups can incorporate activities, contests and guest speakers to honor and remember breast cancer survivors. After registering, the group organizers will receive activation kits with details about the program, uniquely designed pins and creative ideas for going Passionately Pink. On the chosen event day, they collect donations and send the funds to Komen in a provided envelope. For more than 25 years, Susan G. Komen for the Cure s grassroots activism and research grants have played a critical role in virtually every major advance in the fight against breast cancer. With the help of more than 100,000 breast cancer activists, Komen is fighting every minute of every day to save every life. Passionately Pink for the Cure Affiliate Handbook Page 15

16 To fulfill its promise to end breast cancer forever, the organization has invested more than $1 billion in breast cancer research and community outreach programs to date and aims to invest another $2 billion in the next decade. Passionately Pink for the Cure is a fun, simple way for anyone and everyone to get involved in the breast cancer movement. About Susan G. Komen for the Cure and the Komen [AFFILIATE[ NAME] Affiliate Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. The [NAME] Affiliate of Komen for the Cure is working to better the lives of those facing breast cancer in the local community. They join more than 100,000 breast cancer survivors and activists around the globe as part of the world s largest and most progressive grassroots network fighting breast cancer. Through events like the Komen [NAME] Race for the Cure, the Komen [NAME] Affiliate has invested [$X] in local breast health and breast cancer awareness projects in [# COUNTIES OR GEOGRAPHIC AREA]. Up to 75 percent of net proceeds generated by the Affiliate stays in the [AREA NAME]. The remaining income goes to the national Susan G. Komen for the Cure Grants Program to fund research. For more information, call [AFFILIATE PHONE] or visit [AFFILIATE WEBSITE]. # # # Passionately Pink for the Cure Affiliate Handbook Page 16

17 Frequently Asked Questions The questions most often asked from Affiliates include: Q: Can I get an update every time someone in my service area registers to go Passionately Pink? A: We prefer Affiliates devote their Passionately Pink efforts to promotion and recruitment; the staff at Headquarters actively supports each registered Passionately Pink team and will direct them to their local Affiliate should they request feet on the street support. Contact your ARM for any registration queries. Q: How are payouts calculated? A: Each Passionately Pink gift is recorded by the donor zip code rather than the team zip code for example, if a person in Seattle donates to a Dallas-based team, that donation is recorded in the Puget Sound Affiliate service area rather than the Dallas County Affiliate. At the close of the fiscal year we examine the tens of thousands of individual Passionately Pink donations broken out by service area and ascribe 75 percent of those dollars to the Affiliate after expenses. Affiliates must also be in compliance with support requirements or risk losing all or part of their annual payout. Q: How can I tell how much money is being raised through Passionately Pink in my service area? A: Because of the way Passionately Pink donations are collected, there is no way to accurately assess donation progress by service area. It is possible that team captains do not submit donations in a timely fashion, that donations are collected over a period of weeks or months, or that donations are submitted incorrectly and require re-classification. For this reason we cannot provide donation status reports. Q: Why can t the Affiliate collect and deposit Passionately Pink donations directly, since the Affiliate will see the money eventually? A: In order to properly measure the impact of the program, it is critical that all Passionately Pink donations are sent through our central processing system. If an Affiliate receives the donations directly, they must forward them to the address below. Please ensure that all checks are made out to: Susan G. Komen for the Cure P.O. Box 5027 Hagerstown, MD Be sure to mark donations for Passionately Pink for the Cure and include the team ID on all checks. Please do not send cash - convert it to a check or money order. Q: When are the donations due? A: We encourage team captains to send in their donations as soon as their Passionately Pink for the Cure donations are collected, but donations may be sent in at any time throughout the year. Passionately Pink for the Cure Affiliate Handbook Page 17

18 Q: Can donations be made online? A: We encourage it! Donors can either click Find a Team on the Passionately Pink website and find the team's donation page, or go directly to the team's donation page using the team URL and charge their contributions using credit or debit cards. Online donors receive immediate electronic acknowledgements. Q: Can Passionately Pink gifts be matched? A: If a donor s company matches gifts to nonprofit organizations, and if Susan G. Komen for the Cure is approved at the company, then donors Passionately Pink gifts can be matched. Donors can contact Komen headquarters for more information. Matching gifts are treated like any other donation and are ascribed to an Affiliate service area based on the zip code of the donation origination. Passionately Pink for the Cure Affiliate Handbook Page 18

19 Contacts For more information on Passionately Pink for the Cure go to: URL: address: Call Center: , ask for x2202 If you have questions or need additional information about Passionately Pink for the Cure, please contact: Tabetha Leinweber Director, Direct Marketing Liz Gravitz Direct Marketing Manager Stephanie Cox Contractor Passionately Pink for the Cure Affiliate Handbook Page 19