FUNDRAISING GUIDEBOOK - Children's Miracle Network …marriott.childrensmiraclenetworkhospitals.org/.../Starwood-Welcome... · Brand Loyalty Competitive Advantage 4. ... Starwood

FUNDRAISING GUIDEBOOK

Children’s Miracle Network Hospitals®

WILL, 7QUAD CONGENITAL AMPUTEE PATIENT

2 | Starwood Fundraising Guidebook 2017 2017 Marriott International, Inc. All rights reserved. Marriott proprietary information.

FUNDRAISING GUIDEBOOK

MARRIOTT INTERNATIONAL,

Since 1983, Children’s Miracle Network Hospitals® has raised more than $5 billion – most of it $1 at a time – for 170 children’s hospitals across North America. These donations have funded research and training, purchased equipment and paid for uncompensated care, saving and improving the lives of millions of children. It has been an incredible journey – one that continues to get better. Over the years, our corporate partners, like Marriott International, have led our organization to incredible fundraising success. We are so proud of our corporate partners and we are forever grateful for the countless individuals within these companies that have supported our mission. By 2022, we have a goal to raise $1 billion annually for our children’s hospitals. Marriott International will play a significant role in achieving this goal. As a Marriott representative, it is my hope that this manual will help you better understand our organization and how we can best utilize the resources and talents of our Network to reach this incredible milestone. We are thankful to have achieved exceptional results since 1983, but the need to support children’s hospitals continues to grow. Children with terminal illness or whose quality of life is affected by injury cannot afford the luxury of us being anything less than dedicated and focused on our $1 billon goal. Thank you for being the first corporate partner of CMN Hospitals. It is my hope that we provide your organization meaningful value and continue to improve the ways we work together. We appreciate all that you do and thank you – today and every day for making miracles happen for the kids and families in your communities. Sincerely, John LauckCEO & PresidentChildren’s Miracle Network Hospitals

2017 Marriott International, Inc. All rights reserved. Marriott proprietary information.

Starwood Fundraising Guidebook 2017 | 32017 Marriott International, Inc. All rights reserved. Marriott proprietary information.

THE POWER AND IMPACT OF CAUSE MARKETINGCause Marketing is a strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue, for mutual benefit. The crowded marketplace may deter some companies from supporting charitable causes – but the reality remains: social impact is good for business.

Why Cause Marketing?1. Increase Sales2. Acquire New Customers3. Brand Loyalty Competitive Advantage4. Employee Engagement5. National and Local Media

OF CONSUMERS FEEL COMPANIES SHOULD SUPPORT LOCAL CHILDREN’S HEALTH CAUSES.74%

OF MILLENNIALS PREFER TO SUPPORT PROGRAMS BENEFITING LOCAL COMMUNITIES VERSUS SOLELY NATIONAL PROGRAMS.47%

OF MOMS WANT TO BUY A PRODUCT THAT SUPPORTS A CAUSE.92%

OF MILLENNIALS PARTICIPATE IN CAUSEPROGRAMS BY SUPPORTING FRIENDS AND FAMILY IN CAUSES MEANINGFUL TO THOSE PEOPLE.41%

OF MOMS THINK CAUSE BRANDING IS IMPORTANT WHEN THEY DECIDED WHICH PRODUCTS AND SERVICES TO RECOMMEND TO OTHER PEOPLE.88%

OF MEN WILL PAY MORE FOR A BRAND ORPRODUCT THAT SUPPORTS A CAUSE.55%

OF CONSUMERS ARE LIKELY TO SWITCH BRANDS, SIMILAR IN PRICE AND QUALITY, TO ONE THAT SUPPORTS A CAUSE.80%

OF MOMS FIND CAUSE MARKETING ACCEPTABLE.95%

Why Does Any of This Matter?


WHO WE AREAs a corporate partner, you join a Network of partners and individuals that together create miracles in the lives of hospitalized children each day. Guided by our mission, vision and values, Children’s Miracle Network Hospitals raises funds for 170 children’s hospitals across North America, which in turn, use that money where it’s needed the most, to treat and care for more than 10 million children annually.

Our MissionWe increase funds and awareness for local children’s hospitals.

Our Vision Together we save kids’ lives.

Our ValuesOur Hearts guide us - Integrity: We believe in our cause, which motivates us to do the right things for the right reasons.

Our Heads unite us - Teamwork: We respect and value each other, which enhances our ability to collaborate and innovate.

Our Hands strengthen us - Leadership: We lead by learning from the past, planning for the future and dreaming big.

ZION, 12SICKLE CELL DISEASE AND HEART TRANSPLANT PATIENT


5

WHAT WE DOChildren’s Miracle Network Hospitals raises funds and awareness for 170 member hospitals, providing 32 million treatments to children across North America each year. Simply put – we help hospitals, help kids.

With the invaluable support of our corporate partners and individuals, funds raised in local markets remain in that community to fund equipment, life-saving services, cutting-edge research and charitable care at our member nonprofit children’s hospitals.

CHILDREN’S MIRACLE NETWORK HOSPITALS HAS ONE OF THE INDUSTRY’S

LOWEST COSTSPER DOLLAR RAISED

12 CENTS

CCOMPAIRED TO THE INDUSTRY AVERAGE OF 20 CENTS.AT

JUS

T

EMMA, 10LANGERHANS CELL HISTIOCYTOSIS PATIENT


Corporate Partner-Related ResultsAny funds raised locally or nationally by a CMN Hospitals corporate partner.

Program-Related ResultsFunds generated through national programs such as Radiothon, Dance Marathon, Telethon, Extra Life, Direct Mail, etc.

Local Fundraising ResultsFunds raised under the CMN Hospitals’ name, logo, brand, online fundraising tools or other channels but not involving a national corporate partner or national program.

HOW WE DO ITChildren’s Miracle Network Hospitals’ annual fundraising results are grouped into three categories:

Local Results

Corporate Partner Related Results

Program Related Results

MATEO, 6SHORT BOWEL SYNDROME PATIENT


7

CHILDREN’S MIRACLE NETWORK HOSPITALS BY THE NUMBERS

WHY WE DO IT?Why Children’s Miracle Network Hospitals? Because we are in the communities you care about, all across the country. We serve the children and families of your employees, associates, agents and customers. They affiliate with CMN Hospitals because they know and love their local children’s hospital. Often, they have either witnessed the miracles within their hospital personally or know someone who has had a child treated in one. People give to CMN Hospitals because the need is great and we serve more children than any other charity in North America.

JORDAN, 5VEIN OF GALEN MALFORMATION PATIENT


SERVING YOUR COMMUNITY!

Children’s Miracle Network Hospitals consistently provide top-level care for kids across North America, so it’s no surprise the U.S. News Best Children’s Hospitals 2015-16 edition features 54 of our member children’s hospitals.

U.S. News surveyed 184 pediatric centers in 10 specialties and asked 115 pediatric experts where they would send sick and injured children. The 10 specialties included cancer, cardiology and heart surgery, diabetes and endocrinology, gastroenterology, neonatology, nephrology, neurology and neurosurgery, orthopedics, pulmonology and urology.

The magazine ranked 83 hospitals total, specifically recognizing 12 with high scores in at least three specialties. These 12 hospitals were named to the “Honor Roll” and all 12 are Children’s Miracle Network Hospitals. In addition, 47 of the top 50 hospitals named in each of the 10 specialties are members of Children’s Miracle Network Hospitals.

We are proud of this remarkable achievement and will continue to champion the highest quality medical care for the children we serve.

YOUR CHILDREN’S MIRACLE NETWORK HOSPITALCMN Hospitals International Headquarters is located in Salt Lake City, Utah, with our Canadian Operations located in Toronto, Canada. The 170 children’s hospitals we serve are located within your communities and those hospitals are who benefit directly from your annual fundraising efforts.

MICHELLE, 7BLOOD DISORDER PATIENT


SERVING YOUR COMMUNITY! WHAT ISTHE MARRIOTT AND CHILDREN’S MIRACLE NETWORK HOSPITALS PARTNERSHIP?Since 1983, Marriott and Children’s Miracle Network Hospitals have partnered to raise more than $115 million for 170 children’s hospitals across North America, with local hospitals determining how funds are needed most. Find out why children’s hospitals need community support, identify your member hospital and learn how you can Put Your Money Where the Miracles Are, at Marriott.CMNHospitals.org and facebook.com/CMNHospitals.

Marriott and Children’s Miracle Network Hospitals Fundraising Programs

• Breakfast Campaign • Root Beer Float Day • Signature Events: Extra Life Torch Relay Golf Tournaments Fun Runs

GREER, 6TRAUMATIC BRAIN INJURY PATIENT

http://marriott.childrensmiraclenetworkhospitals.org/

https://www.facebook.com/cmnhospitals


32CHILDREN’S MIRACLE NETWORK HOSPITALS

PROVIDE10 MILLION KIDS EVERY YEAR.

MILLION PATIENT VISITS FOR

SOURCES: INFORMATION FROM THE 2013 CMN HOSPITALS MEMBER SURVEY

CHILDREN’S MIRACLE NETWORK HOSPITALS

$6,500TO HELP SAVE KIDS’ LIVES.

EVERY MINUTE,

PROV

IDE$5 BILLION,

SINCE 1983,

MOST OF IT A DOLLAR AT A TIME.

CHILDREN’S MIRACLENETWORK HOSPITALS

HAS R

AISED

MORE

THAN

CHILDREN’S HOSPITALS USE THE FUNDS HOWEVER THEY NEED THEM MOST.

LOCAL

62

CHILDREN’S MIRACLE NETWORK HOSPITAL CHILDREN

FOR TREATMENT EVERY MINUTE.

ENTER A

EVERY HOUR, Children’s Miracle Network Hospitals treat:

kids for DIABETES

kids forCANCER

babies inNICU*

kids forSURGERIES

3939 92 97kids withTRAUMA

675

* neonatal intensive care unit

EVERY DAY, Children’s Miracle Network Hospitals treat:

kids forDIABETES

kids forCANCER

babies inNICU*

kids forSURGERIES

16,000 935 2,218 925 2,329kids withTRAUMA

$115+ MILLION SINCE 1983

SINCE 1983, MARRIOTT RAISED$115 MILLION

MORE

THAN

FOR CHILDREN’S

HOSPITALS.

MARRIOTT RAISES FUNDS

150

MARRIOTT HAS RAISED


Children’s Miracle Network Hospitals US Corporate Headquarters

Children’s Miracle Network Canada

WV

ME

NH

CT

MA

RI

VT

NY

PA

NJ

MDOH

INIL

IA

MN

MIWI

VA

NC

SC

KY

TN

AK

WA

YT

BC

NT

AB

SK

MB

NU

ON

QE

NF

OR

NV

HI

CA

FL

GAALMS

LA

TX

MO

AROK

KS

NE

SD

NDMT

WY

CO

NM

AZ

UT

ID

PR

To find your local CMN Hospital visit Marriott.CMNHospitals.org

WHERE DOES THE MONEY RAISED AT MY PROPERTY GO?

Ninety percent of people who donate to charitable organizations want to know that their donations help support a local cause. You are encouraged to let associates and guests know exactly which children’s hospital your property is supporting. To locate your member hospital visit Marriott.CMNHospitals.org. Each hospital decides exactly how to use the donated funds based on what they need most.

Children’s Miracle Network Hospitals List

Children’s Miracle Network Hospitals serve kids in all major markets throughout North America.




CHILDREN’S MIRACLE NETWORK HOSPITALS CAMPAIGN WEBSITE

All Marriott properties can sign up for one, two, or all Children’s Miracle Network Hospitals fundraising campaigns through one easy to access location. Simply visit Marriott.CMNHospitals.org to review details on each fundraising campaign, download campaign materials and sign up to support your local children’s hospital.



WHAT IS THE BREAKFAST CAMPAIGN?

Our goal is the have all eligible Full Service Hotels participate in this program as a way to support their local Children’s Miracle Network Hospitals. This campaign requires a low level of logistical effort and can produce extraordinary results. Here are the details:

• Inform your ownership that you will participate in the campaign.

• Run the campaign for 90 days of your choice, during your peak season.

• Visit Marriott.CMNHospitals.org to learn more and download campaign materials.

• Two Options: 1. Increase the price of the breakfast buffet by $1.00 on the menu. The hotel should not position this campaign as an optional guest donation (verbally, in print, on flyers, or menus, etc.) – either one where guests can remove a dollar from their bill (“Opt Out”), or one where the guest is asked if they want to participate by allowing a dollar to be added to their bill (“Opt In”). Participating hotels are simply exercising their right to increase the price of an item. 2. If you do not offer a buffet, increase the price of the breakfast entrée items $1.00 on the menu.

• Tag the item with the new Children’s Miracle Network Hospitals logo and add a note at the bottom of the menu stating “We are proudly supporting Children’s Miracle Network Hospitals with a $1.00 donation with every breakfast buffet sold.”

• At period end, run the micros menu item sales by outlet report. The item (i.e., breakfast buffet) should be identified and the menu count multiplied by $1.00. Make a journal entry reducing the outlet’s sales by this amount. This protects owners from paying a 3% management fee on donations. When tax is submitted, tax must be paid on the full menu price (inclusive of the $1.00 donation).

Submitting funds: marriott.childrensmiraclenetworkhospitals.org/

US & Canada Checks Remit to: Children’s Miracle Network Hospitals 205 West 700 South Salt Lake City, UT 84101

PLEASE DIRECT ANY QUESTIONS RELATED TO THE BREAKFAST CAMPAIGN OR FUNDRAISING FOR CHILDREN’S MIRACLE NETWORK HOSPITALS TO: [email protected] or [email protected]

PROUD SUPPORTER

Every kid deserves a

chance to get better.

AJ, 5 (with his Dad)

BRAIN TUMOR PATIENT

CMNHospitals.org

PUT YOUR MONEY

WHERE THE

MIRACLES ARE

CMNHospitals.org

CHRISTOPHER, 11KIDNEY DISEASE PATIENT

PROUD SUPPORTERof our local children’s hospital




ROOT BEER FLOAT DAY

All Starwood Full Service and Select Brands are invited to participate in Root Beer Float Day beginning August 6-12, 2017. Franchise properties are welcome to participate as well.

Our goal is the have all eligible hotels participate in this program as a way to support their local Children’s Miracle Network Hospitals. This one day event requires a low level of logistical effort and can produce extraordinary results. Here are the details:

Two Options: 1. Set a specific price for the Root Beer Float

(Set the price as you see fit for maximized fund raising).2. If you do not want to set a price, leave donation open.

We find this option raises more money.

Instructions for a successful Root Beer Float Day• Hotel to choose day of the week that best works for them.• Sell Root Beer Floats to guests and associates.• Property to source their own ice cream, root beer and paper products (cup, straw, spoon and napkins). Expense to be deducted from proceeds.

• Proceeds to be submitted to: Children’s Miracle Network Hospitals 205 West 700 South Salt Lake City, UT 84101

PLEASE DIRECT ANY QUESTIONS RELATED TO THE ROOT BEER FLOAT DAY OR FUNDRAISING FOR CHILDREN’S MIRACLE NETWORK HOSPITALS TO: [email protected] or [email protected]

CMNHospitals.org

ROOT BEER FLOAT DAYSUPPORT LOCAL CHILDREN’S HOSPITALSDonate Today


EXTRA LIFE

OverviewExtra Life is a fundraising program for the gaming community. Participants fundraise year-round and pledge to game for 24-hours with one goal in mind: to save and improve the lives of sick and injured kids. People can participate in the 24-hour Game Day Celebration from the comfort of their own homes on November 4, 2017.

How it worksVisit www.extra-life.org and click ‘Join’ to create an online fundraising page. Participants customize their fundraising page by choosing which hospital they want to support, setting a fundraising goal and sharing their personal reason for why they joined Extra Life. Gamers are able to unlock digital content and rewards by asking their friends and families to donate towards their efforts.

How your company can support the challengeRecruitment has always been the driving factor behind Extra Life’s success. It’s because of this that your company can make the largest impact for your local hospital by simply creating an Extra Life team and recruiting your employees and community members to join you in your efforts. The average Extra Life participant raises 4x more than the average donation so the impact your company can make by recruiting people to join Extra Life is staggering.

Extra Life is a grassroots program for Children’s Miracle Network Hospitals and no idea is too crazy, too small or unappreciated. If you have an idea on how we can involve more gamers in Extra Life or would like to talk about options to engage your employees, please let us know! Michael Kinney Director, Extra Life (801) 214-7456 [email protected]

How you can support Extra Life1. Visit extra-life.org and register to participate either as an individual or form/join a team.2. Invite friends and family to participate with you and support your fundraising efforts.3. Join ExtraLife4Kids on Facebook and Twitter and spread the word about Extra Life within your

social circles.

SIGN UP ONLINE ATwww.extra-life.orgASK YOUR FRIENDS & FAMILY TODONATE TO YOUR FUNDRAISING PAGE100% of the funds stay localPLAY ANY GAME ON ANY PLATFORMwhenever it works for you

100% of the money you raise will go to benefi t local

kids through Children’s Miracle Network Hospitals®! Visit CMNHospitals.org to fi nd out more about your Children’s Miracle Network Hospital.

PLAY GAMESFOR the Kids

FOR 24 hours

EL15_GamersFlier_generic_FINAL.indd 1

3/31/15 11:43 AM

http://www.extra-life.org

http://www.extra-life.org


TORCH RELAY

In 2016, the support and enthusiasm of thousands of Marriott International associates from coast-to-coast helped The Torch Relay raise over $900,000 for CMN Hospitals. This brings the event’s cumulative fundraising total to over $12.5 million since 2002!

The Torch Relay is a fun and unique opportunity to engage associates, business partners and even guests in helping to raise funds for your local CMN Hospital! All funds raised remain local and count towards your individual property’s annual CMNH fundraising goals.

To learn more about registering for this fall’s event or hosting a Torch Relay event in your city, please visit www.torch-relay.org or send an email to [email protected].

http://www.torch-relay.org

mailto:cmnh%40torch-relay.org?subject=


CHILDREN’S MIRACLE NETWORK HOSPITALS REPORTING

Whether you are a managed or franchised property, the tools below will help you submit your funds in a quick and easy manner. When submitting funds, please make sure to include any campaign information (ex. Breakfast Campaign, Root Beer Float Day, Golf, etc) along with your property details. North American PropertiesWhen submitting a check, please complete the donation form found at Marriott.CMNHospitals.org and indicate property code and how the funds were raised. All funds must be submitted via the donation form spreadsheet and should be directly sent to: Children’s Miracle Network Hospitals205 West 700 SouthSalt Lake City, Utah 84101P (801) 214-7400



Please direct any questions to Amy Moyer, 407-409-1722 or [email protected] Perry, 801-214-7523 or [email protected]

Children’s Miracle Network Hospitals205 West 700 South

Salt Lake City, UT 84101Phone : (801) 214-7400

Fax: (801) 746-6688

CMNHospitals.org

mailto:Amy.Moyer%40Marriott.com?subject=

mailto:cperry%40cmnhospitals.org?subject=

http://CMNHospitals.org

FUNDRAISING GUIDEBOOK - Children's Miracle Network …marriott.childrensmiraclenetworkhospitals.org/.../Starwood-Welcome... · Brand Loyalty Competitive Advantage 4. ... Starwood

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