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
(No Transcript)
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!