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Best Corporate Charity

Partnership

2015 Nomination Form

To sponsor this category please contact Scott Kelley on 01 881 8888 or by email scott@fundraisingireland.ie

Nominations should be in respect of activity completed during the organisation’s 2014 financial year.

This award will recognise the most successful partnership between a charity and a commercial organisation.

Criteria:

The judges will award marks for:

 The mutual benefits achieved for both parties.  Innovation.

 Effectiveness in terms of financial and non-financial results.  Overall execution and outcome of the partnership.

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Nominator’s Details (every line in this section is compulsory): Name:(must be a

member of Fundraising Ireland)

Susie Cunningham

Job Title: Corporate Partnerships Manager Organisation: The Irish Cancer Society

Address: 43/45 Northumberland Road, Dublin 4, Ireland

E-mail: scunningham@irishcancer.ie Telephone: 01 231 0500

CHY: Charity registration number CHY5863 (Ireland)

Nominee’s Details (only if different from the above): Main Contact in the nominated organisation: Job Title: Organisation: Address: Email: Telephone

Please complete the following sections in full:

Name of Partnership nominated:

The Irish Cancer Society and Dell Ireland partnership for Daffodil Day.

Campaign Objectives:

Please list the objectives of the partnership and how the partnership was executed.

(Max 300 words)

Daffodil Day, in operation since 1987, is a flagship fundraising day of the Irish Cancer Society and each year thousands of volunteers around Ireland sell daffodil pins and flowers to raise money for the Society’s free, nationwide services for those with, and affected by, cancer in Ireland.

The objectives of the partnership are to;

- Raise funds for the Irish Cancer Society and help those affected by cancer.

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- Build brand awareness of both the Irish Cancer Society and Dell Ireland. - Build a deep relationship between the two organisations that sees Dell staff

involved and engaged at all levels of the campaign.

- Show a commitment to the health and wellbeing of Dell staff and the communities in which the Company operates.

How the partnership was executed;

In 2010 the Irish Cancer Society was seeking a Daffodil Day corporate partner willing to support a hugely important fundraising event for the Society. We were seeking a partner that would be both enthusiastic and committed. And one that would help support the growth and evolution of Daffodil Day. At the same time Dell Ireland, a major employer in the technology sector in Ireland, was seeking to develop a community affairs partnership that would have a long-term impact on the communities in which the Company’s lives and works.

Dell Ireland became the Irish Cancer Society’s partner for Daffodil Day in 2010. This partnership has continued and developed each year, growing from strength to strength.

(242 words)

Forecast and Projections:

What was the projected income and ROI? Please list the key performance indicators for this partnership. (Max 300 words)

Projected Income for Daffodil Day for 2014 was €3.92 million This was broken down by;

Community: €3,400,000 Corporate: €323,000 Direct Mail: €200,000

The actual amounts raised in 2014 was €3.98 million Community: €3,435,000

Corporate €375,321 Direct Mail: €209,228

Key Performance Indicators for this partnership; - Secure or exceed projected income target

- Continue upward trend in money raised year-on-year

- Work collaboratively on an extensive national and local PR and media campaign to secure increased coverage.

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- Capitalise on the expertise within Dell to assist the Irish Cancer Society in the execution of Daffodil Day.

- Increase the number of Dell volunteers for Daffodil Day to over 2,000, the largest number of volunteers since the partnership commenced.

- For Dell employees to initiate and drive specific fundraising initiatives and raise additional funds for the Irish Cancer Society.

- Dell to lead the ‘Our Company Cares’ corporate fundraising campaign. (162 words)

Mutual Benefit:

List the benefits - both financial and non-financial - that both parties derived from this partnership (e.g. increased PR, increased sales) (Max 200 words)

This partnership is mutually beneficial in many ways. Over and above the large amount of money raised for Daffodil Day (€3.98 million in 2014) and those that are affected by cancer, there are numerous other gains for both organisations.

The partnership positively impacts and highlights the brand values of Dell to its customers, stakeholders and employees and the Irish Cancer Society is linked to a reputable corporate brand with an enthusiastic workforce eager to support the cause.

Dell Ireland has built its company profile and reputation through an

association with Ireland’s leading cancer charity. Dell team members have given their all to the partnership and that dedication has been recognised in the media and by other stakeholders including the business community. The Irish Cancer Society leverages the skills and expertise of the Dell team for all aspects of the campaign and this adds to the success of the campaign.

(151 words)

Innovation:

Describe in what ways the partnership was new or innovative? (Max 250 words) In 2014 members of the Dell team brought their technical know-how to bear through mobile app development and social media support. One of Dell’s European social media experts helped create the Daffodil Day social media campaign for the ‘Garden of Hope’ project. Dell’s app development experts worked to create a Daffodil Day app which served as a great way for the campaign to reach out to a younger audience who we hope will become life-long supporters of the campaign. Supporters who downloaded our app were

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able to donate, register to volunteer and upload photos to social media. And for the first year ever the locations of our volunteers selling Daffodil Day merchandise were also carried live on the app directly from Google maps. The addition of the new app meant we were offering another alternative to those wishing to donate and also mitigating against the risk of bad weather. Increasing the donation methods expanded the reach of the campaign even further, and made it easier for people to donate and get information about Daffodil Day.

(175 words)

Evaluation and Risk:

What did you do to evaluate the potential for success of this partnership (taking into account ROI, staffing requirements etc. and how did you mitigate any potential risk (e.g. financial, reputational, operational) (Max 250 words)

- One of the key measures of the success of this partnership is the renewal by Dell of their partnership for a further two years, on top of the initial three years!

- The potential for success was evaluated on recruitment and numbers of volunteer across all fundraising activities in the campaign, including the number of volunteers from Dell.

- Competitive activity - we carried out an analysis of competitor activity in this space. We were satisfied that the Daffodil Day campaign was the most significant fundraising campaign in the months of February and March.

- With any fundraising we engage in calculated risk tasking. Our greatest risk was one of non-response from the public on the back of another Irish Cancer Society fundraising campaign, Today FM’s Shave or Dye. Fortunately, we have a strong and loyal volunteer base that we could rely on so we were confident that we had the resources to mitigate this risk. In addition greater involvement in 2014 by Dell employees meant we were in an even stronger position.

- The campaign in 2013 highlighted our vulnerability to severe weather. To alleviate this risk, we used a number of donation methods to expand the reach of the campaign even further, including the new app developed by Dell. Supporters that downloaded this new app were able to donate, register to volunteer and upload photos to social media. The locations of our volunteers selling Daffodil Day merchandise were live on the app directly from Google maps.

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What were your actual results and how did these compare to your original forecast and projections? If they were different from the forecast and projections please explain the reasons for this (please include net and gross income and ROI % figures)

(Max 250 words)

- Projected income for Daffodil Day for 2014 was €3.92 million, with an actual amount raised €3.98 million.

- Dell staff contributed 3,358hours of their time volunteering for Daffodil Day.

- Dell Street Sales brought in an amazing €21,332 in the Dublin area alone. 254 members of Dell staff helped out with street sales in Dublin City Centre, Bray and Cork, with Dell staff representing almost a ¼ of street sellers in Dublin City Centre on the day.

- In 2014 Dell volunteers glued more than 1,430 daffs as part of our Garden of Hope initiative in Iveagh Gardens.

- Over 500 employees volunteered their time to sell merchandise on the streets, to sell at the Dell campuses, to help count money or to help in our warehouse.

- Over 2,000 Dell employees wore yellow to work on Daffodil Day itself – helping to further drive awareness and helping to create great pride at work and a strong team spirit.

- A total of seven specific fundraising initiatives were owned and driven by Dell employees. €68,875 was raised directly by Dell employees through a series of fundraising activities.

- Media coverage which directly referenced or mentioned Dell for 2014 included 135 print articles with an advertising value equivalent (AVE) of €145,499 (up on 2013 which was 90 print articles and an AVE of

€130,292)

Non-Financial Results:

What were the non-financial results accrued to the charity? For example did it result in greater public understanding of the role of the charity? (Max 300 words)

Funds raised from Daffodil Day 2014 went to work in three key areas; our free-nationwide information, support and care services; cancer research; and advocacy. Below is some of the areas where the money went:

o We offer a free Night Nursing Service for cancer patients who want to end their journey at home with their family. Just under 2,000 families

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received over 7,700 nights of care last year.

o We are the largest voluntary funder of cancer research in Ireland. o We run the Cancer Information Service, which consists of a free

Helpline service staffed by specialist cancer nurses, extensive information on our website and Daffodil Centres in 11 cancer hospitals also staffed by a specialist cancer nurse.

o We run a driving scheme called Care to Drive, where volunteers take cancer patients to and from their appointments.

o We have a fund to support cancer patients who are experiencing financial hardship during their treatment.

o We give funds to a number of cancer support centres to provide counselling for cancer patients in their community.

o We train cancer survivors to give support to newly-diagnosed patients. o We run awareness campaigns about cancer for the public.

o We work with youth groups around the dangers of smoking.

o We lobby the Government for the best possible cancer services, as well as on legislation to do with smoking and sunbeds, for instance. All this and more is achieved thanks to the funds the public give us and Dell’s support. Through Daffodil Day, we connected with over 100,000 people who bought a pin giving them the opportunity to show their solidarity with people diagnosed with the disease as well as engaging with the society on a personal and emotional basis and contribute to badly needed funds.

(294 words)

Engagement:

Outline to what extent the campaign engaged the staff and customers of your partner company, did they actively involve themselves in fundraising/volunteering opportunities? (Max 250 words)

Dell’s employees have always enthusiastically supported the campaign and this greatly contributes it the success of Daffodil Day.

In the months leading up to Daffodil Day 2014 and on the day itself, Dell employees got involved by volunteering in our warehouse, setting up the Garden of Hope, fundraising for us and working on our mobile app. Employees from Dell contributed their social media expertise, brand marketing experience, supply chain management knowledge and PR and media skills. Dell volunteers contributed 3,358 Hours of their time volunteering and over 500 employees volunteered their time to sell merchandise on the streets, to sell at the Dell campuses, to help count money or to help in the our warehouse. Over 2,000 Dell employees wore yellow to work on Daffodil Day itself. Employees also ran specific fundraising initiatives and got involved and led the ‘Our Company Cares’ corporate fundraising campaign on our behalf. €68,875 was raised directly by Dell

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employees through a series of fundraising activities.

(161 words)

Ongoing benefits:

What steps were taken to ensure the continuity of the relationship? If the campaign is to continue how have you managed that relationship? (Max 250 words)

Dell Ireland became the Irish Cancer Society’s partner for Daffodil Day in 2010, to start from 2011. The initial agreement was to run for three years. The three years were a major success for both organisations and the partnership has continued and developed each year, growing from strength to strength. So much so that in January 2014 we were delighted to announce an

extension to the partnership for an additional two years.

It was important to the Irish Cancer Society at the outset of this partnership that this relationship was built on trust and honesty, and that it remain fresh and innovative in the long term. We have always focused on building the long term partnership with Dell in order to provide the maximum reward for the Company. The success of the partnership is as result of a shared

commitment, shared expertise and learnings, and the continual search for innovative and more effective ways of working and ultimately increasing revenue generated.

Dell Ireland is fully supportive of the work carried out by the Irish Cancer Society and over the past four years Dell has seen what can be achieved when they apply their strengths and skills to their best advantage on behalf of the Irish Cancer Society.

Equally the Irish Cancer Society has greatly benefitted from the relationship and is delighted to have Dell on board for 2014 and 2015. The Company has been a fantastic partner and the partnership has been productive and

beneficial to those affected by cancer. (250 words)

Authenticity Guarantee:

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I confirm that to the best of my knowledge, the nomination is legal, decent, honest and truthful.*

* Entries must be submitted by a charity and not an agency, consultant or other

commercial supplier.

Date :

References

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