Best Crprate Charity Partnership 2015 Nminatin Frm T spnsr this categry please cntact Sctt Kelley n 01 881 8888 r by email sctt@fundraisingireland.ie Nminatins shuld be in respect f activity cmpleted during the rganisatin s 2014 financial year. This award will recgnise the mst successful partnership between a charity and a cmmercial rganisatin. Criteria: The judges will award marks fr: The mutual benefits achieved fr bth parties. Innvatin. Effectiveness in terms f financial and nn-financial results. Overall executin and utcme f the partnership.
Nminatr s Details (every line in this sectin is cmpulsry): Susie Cunningham Name:(must be a member f Fundraising Ireland) Jb Title: Crprate Partnerships Manager Organisatin: The Irish Cancer Sciety Address: 43/45 Nrthumberland Rad, Dublin 4, Ireland E-mail: scunningham@irishcancer.ie Telephne: 01 231 0500 CHY: Charity registratin number CHY5863 (Ireland) Nminee s Details (nly if different frm the abve): Main Cntact in the nminated rganisatin: Jb Title: Organisatin: Address: Email: Telephne Please cmplete the fllwing sectins in full: Name f Partnership nminated: The Irish Cancer Sciety and Dell Ireland partnership fr Daffdil Day. Campaign Objectives: Please list the bjectives f the partnership and hw the partnership was executed. (Max 300 wrds) Daffdil Day, in peratin since 1987, is a flagship fundraising day f the Irish Cancer Sciety and each year thusands f vlunteers arund Ireland sell daffdil pins and flwers t raise mney fr the Sciety s free, natinwide services fr thse with, and affected by, cancer in Ireland. The bjectives f the partnership are t; - Raise funds fr the Irish Cancer Sciety and help thse affected by cancer. Dell - Internal Use - Cnfidential
- Build brand awareness f bth the Irish Cancer Sciety and Dell Ireland. - Build a deep relatinship between the tw rganisatins that sees Dell staff invlved and engaged at all levels f the campaign. - Shw a cmmitment t the health and wellbeing f Dell staff and the cmmunities in which the Cmpany perates. Hw the partnership was executed; In 2010 the Irish Cancer Sciety was seeking a Daffdil Day crprate partner willing t supprt a hugely imprtant fundraising event fr the Sciety. We were seeking a partner that wuld be bth enthusiastic and cmmitted. And ne that wuld help supprt the grwth and evlutin f Daffdil Day. At the same time Dell Ireland, a majr emplyer in the technlgy sectr in Ireland, was seeking t develp a cmmunity affairs partnership that wuld have a lng-term impact n the cmmunities in which the Cmpany s lives and wrks. Dell Ireland became the Irish Cancer Sciety s partner fr Daffdil Day in 2010. This partnership has cntinued and develped each year, grwing frm strength t strength. (242 wrds) Frecast and Prjectins: What was the prjected incme and ROI? Please list the key perfrmance indicatrs fr this partnership. (Max 300 wrds) Prjected Incme fr Daffdil Day fr 2014 was 3.92 millin This was brken dwn by; Cmmunity: 3,400,000 Crprate: 323,000 Direct Mail: 200,000 The actual amunts raised in 2014 was 3.98 millin Cmmunity: 3,435,000 Crprate 375,321 Direct Mail: 209,228 Key Perfrmance Indicatrs fr this partnership; - Secure r exceed prjected incme target - Cntinue upward trend in mney raised year-n-year - Wrk cllabratively n an extensive natinal and lcal PR and media campaign t secure increased cverage. - Create a Daffdil Day scial media campaign fr the Garden f Hpe prject.
- Capitalise n the expertise within Dell t assist the Irish Cancer Sciety in the executin f Daffdil Day. - Increase the number f Dell vlunteers fr Daffdil Day t ver 2,000, the largest number f vlunteers since the partnership cmmenced. - Fr Dell emplyees t initiate and drive specific fundraising initiatives and raise additinal funds fr the Irish Cancer Sciety. - Dell t lead the Our Cmpany Cares crprate fundraising campaign. (162 wrds) Mutual Benefit: List the benefits - bth financial and nn-financial - that bth parties derived frm this partnership (e.g. increased PR, increased sales) (Max 200 wrds) This partnership is mutually beneficial in many ways. Over and abve the large amunt f mney raised fr Daffdil Day ( 3.98 millin in 2014) and thse that are affected by cancer, there are numerus ther gains fr bth rganisatins. The partnership psitively impacts and highlights the brand values f Dell t its custmers, stakehlders and emplyees and the Irish Cancer Sciety is linked t a reputable crprate brand with an enthusiastic wrkfrce eager t supprt the cause. Dell Ireland has built its cmpany prfile and reputatin thrugh an assciatin with Ireland s leading cancer charity. Dell team members have given their all t the partnership and that dedicatin has been recgnised in the media and by ther stakehlders including the business cmmunity. The Irish Cancer Sciety leverages the skills and expertise f the Dell team fr all aspects f the campaign and this adds t the success f the campaign. (151 wrds) Innvatin: Describe in what ways the partnership was new r innvative? (Max 250 wrds) In 2014 members f the Dell team brught their technical knw-hw t bear thrugh mbile app develpment and scial media supprt. One f Dell s Eurpean scial media experts helped create the Daffdil Day scial media campaign fr the Garden f Hpe prject. Dell s app develpment experts wrked t create a Daffdil Day app which served as a great way fr the campaign t reach ut t a yunger audience wh we hpe will becme lifelng supprters f the campaign. Supprters wh dwnladed ur app were Dell - Internal Use - Cnfidential
able t dnate, register t vlunteer and uplad phts t scial media. And fr the first year ever the lcatins f ur vlunteers selling Daffdil Day merchandise were als carried live n the app directly frm Ggle maps. The additin f the new app meant we were ffering anther alternative t thse wishing t dnate and als mitigating against the risk f bad weather. Increasing the dnatin methds expanded the reach f the campaign even further, and made it easier fr peple t dnate and get infrmatin abut Daffdil Day. (175 wrds) Evaluatin and Risk: What did yu d t evaluate the ptential fr success f this partnership (taking int accunt ROI, staffing requirements etc. and hw did yu mitigate any ptential risk (e.g. financial, reputatinal, peratinal) (Max 250 wrds) - One f the key measures f the success f this partnership is the renewal by Dell f their partnership fr a further tw years, n tp f the initial three years! - The ptential fr success was evaluated n recruitment and numbers f vlunteer acrss all fundraising activities in the campaign, including the number f vlunteers frm Dell. - Cmpetitive activity - we carried ut an analysis f cmpetitr activity in this space. We were satisfied that the Daffdil Day campaign was the mst significant fundraising campaign in the mnths f February and March. - With any fundraising we engage in calculated risk tasking. Our greatest risk was ne f nn-respnse frm the public n the back f anther Irish Cancer Sciety fundraising campaign, Tday FM s Shave r Dye. Frtunately, we have a strng and lyal vlunteer base that we culd rely n s we were cnfident that we had the resurces t mitigate this risk. In additin greater invlvement in 2014 by Dell emplyees meant we were in an even strnger psitin. - The campaign in 2013 highlighted ur vulnerability t severe weather. T alleviate this risk, we used a number f dnatin methds t expand the reach f the campaign even further, including the new app develped by Dell. Supprters that dwnladed this new app were able t dnate, register t vlunteer and uplad phts t scial media. The lcatins f ur vlunteers selling Daffdil Day merchandise were live n the app directly frm Ggle maps. (249 wrds) Results:
What were yur actual results and hw did these cmpare t yur riginal frecast and prjectins? If they were different frm the frecast and prjectins please explain the reasns fr this (please include net and grss incme and ROI % figures) (Max 250 wrds) - Prjected incme fr Daffdil Day fr 2014 was 3.92 millin, with an actual amunt raised 3.98 millin. - Dell staff cntributed 3,358 hurs f their time vlunteering fr Daffdil Day. - Dell Street Sales brught in an amazing 21,332 in the Dublin area alne. 254 members f Dell staff helped ut with street sales in Dublin City Centre, Bray and Crk, with Dell staff representing almst a ¼ f street sellers in Dublin City Centre n the day. - In 2014 Dell vlunteers glued mre than 1,430 daffs as part f ur Garden f Hpe initiative in Iveagh Gardens. - Over 500 emplyees vlunteered their time t sell merchandise n the streets, t sell at the Dell campuses, t help cunt mney r t help in ur warehuse. - Over 2,000 Dell emplyees wre yellw t wrk n Daffdil Day itself helping t further drive awareness and helping t create great pride at wrk and a strng team spirit. - A ttal f seven specific fundraising initiatives were wned and driven by Dell emplyees. 68,875 was raised directly by Dell emplyees thrugh a series f fundraising activities. - Media cverage which directly referenced r mentined Dell fr 2014 included 135 print articles with an advertising value equivalent (AVE) f 145,499 (up n 2013 which was 90 print articles and an AVE f 130,292) Nn-Financial Results: What were the nn-financial results accrued t the charity? Fr example did it result in greater public understanding f the rle f the charity? (Max 300 wrds) Funds raised frm Daffdil Day 2014 went t wrk in three key areas; ur freenatinwide infrmatin, supprt and care services; cancer research; and advcacy. Belw is sme f the areas where the mney went: We ffer a free Night Nursing Service fr cancer patients wh want t end their jurney at hme with their family. Just under 2,000 families Dell - Internal Use - Cnfidential
received ver 7,700 nights f care last year. We are the largest vluntary funder f cancer research in Ireland. We run the Cancer Infrmatin Service, which cnsists f a free Helpline service staffed by specialist cancer nurses, extensive infrmatin n ur website and Daffdil Centres in 11 cancer hspitals als staffed by a specialist cancer nurse. We run a driving scheme called Care t Drive, where vlunteers take cancer patients t and frm their appintments. We have a fund t supprt cancer patients wh are experiencing financial hardship during their treatment. We give funds t a number f cancer supprt centres t prvide cunselling fr cancer patients in their cmmunity. We train cancer survivrs t give supprt t newly-diagnsed patients. We run awareness campaigns abut cancer fr the public. We wrk with yuth grups arund the dangers f smking. We lbby the Gvernment fr the best pssible cancer services, as well as n legislatin t d with smking and sunbeds, fr instance. All this and mre is achieved thanks t the funds the public give us and Dell s supprt. Thrugh Daffdil Day, we cnnected with ver 100,000 peple wh bught a pin giving them the pprtunity t shw their slidarity with peple diagnsed with the disease as well as engaging with the sciety n a persnal and emtinal basis and cntribute t badly needed funds. (294 wrds) Engagement: Outline t what extent the campaign engaged the staff and custmers f yur partner cmpany, did they actively invlve themselves in fundraising/vlunteering pprtunities? (Max 250 wrds) Dell s emplyees have always enthusiastically supprted the campaign and this greatly cntributes it the success f Daffdil Day. In the mnths leading up t Daffdil Day 2014 and n the day itself, Dell emplyees gt invlved by vlunteering in ur warehuse, setting up the Garden f Hpe, fundraising fr us and wrking n ur mbile app. Emplyees frm Dell cntributed their scial media expertise, brand marketing experience, supply chain management knwledge and PR and media skills. Dell vlunteers cntributed 3,358 Hurs f their time vlunteering and ver 500 emplyees vlunteered their time t sell merchandise n the streets, t sell at the Dell campuses, t help cunt mney r t help in the ur warehuse. Over 2,000 Dell emplyees wre yellw t wrk n Daffdil Day itself. Emplyees als ran specific fundraising initiatives and gt invlved and led the Our Cmpany Cares crprate fundraising campaign n ur behalf. 68,875 was raised directly by Dell
emplyees thrugh a series f fundraising activities. (161 wrds) Onging benefits: What steps were taken t ensure the cntinuity f the relatinship? If the campaign is t cntinue hw have yu managed that relatinship? (Max 250 wrds) Dell Ireland became the Irish Cancer Sciety s partner fr Daffdil Day in 2010, t start frm 2011. The initial agreement was t run fr three years. The three years were a majr success fr bth rganisatins and the partnership has cntinued and develped each year, grwing frm strength t strength. S much s that in January 2014 we were delighted t annunce an extensin t the partnership fr an additinal tw years. It was imprtant t the Irish Cancer Sciety at the utset f this partnership that this relatinship was built n trust and hnesty, and that it remain fresh and innvative in the lng term. We have always fcused n building the lng term partnership with Dell in rder t prvide the maximum reward fr the Cmpany. The success f the partnership is as result f a shared cmmitment, shared expertise and learnings, and the cntinual search fr innvative and mre effective ways f wrking and ultimately increasing revenue generated. Dell Ireland is fully supprtive f the wrk carried ut by the Irish Cancer Sciety and ver the past fur years Dell has seen what can be achieved when they apply their strengths and skills t their best advantage n behalf f the Irish Cancer Sciety. Equally the Irish Cancer Sciety has greatly benefitted frm the relatinship and is delighted t have Dell n bard fr 2014 and 2015. The Cmpany has been a fantastic partner and the partnership has been prductive and beneficial t thse affected by cancer. (250 wrds) Authenticity Guarantee: Dell - Internal Use - Cnfidential
I cnfirm that t the best f my knwledge, the nminatin is legal, decent, hnest and truthful.* * Entries must be submitted by a charity and nt an agency, cnsultant r ther cmmercial supplier. Date : 23.01.2015