Small Agency. Big Heart. And the $100,000 Challenge.
Award Category
Pro Bono/Cause Marketing Incentive - In recognition of Pam Lane
Agency
Foundation
Client
Good Beginnings Guide Dogs NSW/ACT
Objectives
Foundation’s aim was to demonstrate anyone could personally give $100,000 in a year to a cause they’re passionate about and to generate this amount in cash or cash value for each full-time agency employee. For pro bono client Good Beginnings, its objective was to achieve maximum exposure through community service airtime and strategic unpaid media negotiations and activate a Google grant. For every dollar spent by Guide Dogs NSW/ACT, the goal for Foundation was to generate a minimum of $3 media value.
Campaign
Foundation works towards its annual goal by managing an employee giving scheme; going above and beyond for its pro bono clients; achieving value and results for paid charity clients; and supporting volunteering at an individual level. As a salary benefit within employee contracts, Foundation staff opt to donate $7.50 each month, deducted from pre-tax salary. The agency matches this threefold and the funds are invested in high interest accounts and shared among the agency’s pro bono and charity clients. Good Beginnings’ mission is to deliver better outcomes for disadvantaged children, with an emphasis on Indigenous children. For this client, Foundation helped to achieve maximum exposure through community service airtime and using strategic unpaid media negotiations to unlock PR value. It also optimised SEM activity, activating $10,000 value per month via a Google grant.
Results
In the past year, Foundation generated cash or cash value of more than $1.7 million for its pro bono clients, charity partners and special causes. This represents $106,000+ for each full-time employee in the agency. This does not inlcude campaign work. While Good Beginnings’ media budget is effectively zero, Foundation generates a minimum annual media value of $250,000 for this pro bono client. The agency generated media value in excess of $2 million from a base spend of $700,000 for Guide Dogs NSW/ACT, which also receives $3,000-5,000 per year as a donation from the Foundation’s employee giving scheme.
Judges Comments
The judges loved the simplicity and authenticity of the approach to charitable support. This entry demonstrated passion and delivery across all levels of the agency and the importance it plays in their culture.
