petra buchanan - mcgrath foundation - case study - mcgrath foundation – engaging the community...

THE MCGRATH FOUNDATION:

ENGAGING THE COMMUNITY THROUGH SPORT

Petra Buchanan

CEO, McGrath Foundation

MCGRATH FOUNDATION VALUES

• One of Australia’s leading breast cancer charities

• 100 McGrath Breast Care Nurses

• Supporting 28,000 families

• Breast Awareness Program

THE MCGRATH FOUNDATION TODAY

PULL ON YOUR SOCKS

Pull On Your Socks encourages all sports players

to ‘pink up’ their game

LIMITED EDITION SPORTS SOCKS

Pull On Your Socks started in 2011 – so far we’ve sold more than 50,000 pairs of socks and raised nearly $800,000

10 STEPS TO ENGAGING THE COMMUNITY

STEP 1: DEDICATED EXPERTISE

Our dedicated Sporty Friends team tailors Pull On Your Socks to the audience we are working with so the campaign engages with

the community in its own unique way

STEP 2: ACTIVATION INTRINSICALLY LINKED TO YOUR BRAND

Sporty Friends media exposure helps link our brand to the campaign -Pull On Your Socks started through our friendship with NRL One Community

STEP 2: ACTIVATION INTRINSICALLY LINKED TO YOUR BRAND

Pull On Your Socks has a strong story to share and links with like-minded friends to maximise resources

STEP 3: BUILD ON THE PASSION OF THE COMMUNITY

Pull On Your Socks understands EVERYONE is passionate about their sport – it connects from elite to grassroots players

STEP 4: KEEP IT SIMPLE

Pull On Your Socks makes it

easy to participate

STEP 5: EASY FUNDRAISING MECHANISMS

Pull On Your Socks also makes it easy to fundraise for the

McGrath Foundation

STEP 6: USE OF ELITE ATHLETES TO INSPIRE GRASSROOTS

STEP 7: CELEBRATE WITHIN THE COMMUNITY

Pull On Your Socks helps communities make their pink celebrations a success

STEP 8: SCALABILITY

STEP 8: SCALABILITY

0

5

10

15

20

25

30

35

40

45

Pull on Your Socks Club Diversity

Number of Registered Clubs

STEP 9: ACCOUNTABILITY

STEP 10: REINFORCE YOUR VALUES

QUESTIONS