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The Whitecaps Foundation

The Whitecaps Foundation. Case Study: Building for Success. It Starts With a Vision…. Philanthropic, visionary ownership Courage Patience People. Building the Framework. Front office On-field product Off-field investments Unique programs. A Bumpy Road. Rapid organizational growth

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The Whitecaps Foundation

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  1. The Whitecaps Foundation Case Study: Building for Success

  2. It Starts With a Vision… • Philanthropic, visionary ownership • Courage • Patience • People

  3. Building the Framework • Front office • On-field product • Off-field investments • Unique programs

  4. A Bumpy Road • Rapid organizational growth • “It’s the way we’ve always done it” • Staff wearing multiple hats • Strained relations with the CSA/BCSA

  5. Getting Results • Customer satisfaction • Brand awareness • Earned media • New opportunities: MLS, NSDC, BC Place • BC Soccer Association

  6. The Whitecaps Foundation • Strategic objective: Significant Community Asset • Mission development • Separate, but related brand identity • Case for support • Board structure • Fundraising committees

  7. Foundation Structure

  8. Foundation - Success • $140,000 funds raised • High profile business and community leaders • Website (whitecapsfoundation.org) • Cross-department collaboration • Leveraging all organization resources • Earned media • Strategic philanthropy

  9. Foundation - Challenges • Human resources • Traditional approaches don’t work • Diverse target audiences • Lack of cohesive story

  10. Strategic Philanthropy • Leverage two or more budgets of partner • Provide marketing benefits based on total investment • Tap into CSR/HR objectives • Activation still key • Emotional connection

  11. Look for Value-Adds • Nominate partner for an award • Provide B2B opportunities • Make introductions • Joint presentations

  12. Key Learnings • Realistic goals • Cultivate ambassadors • Airtight case for support • Strategic plan • Detailed workplans • Detailed communications plan • Stable revenue base • Collaboration, collaboration, collaboration

  13. Identifying Your Assets • Who are you? (Know your mission/goals) • Who loves you? (Know your donors/ambassadors) • Who could love you? (Treasure mapping) • How do people get to know you? (Media/PR) • Who do you love? (Strategic partners) • How can you date? (Strength in numbers)

  14. Leveraging Your Assets • Educate your ambassadors • Get creative • Bundle • Measure • Know your audience • Ask, ask, ask

  15. Questions? whitecapsfoundation.org

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