DICK’s Sports Matter
Youth sports is losing an estimated $1 billion in funding each year, leaving kids with fewer opportunities for mentorship, exercise and community. DICK’S Sporting Goods sought to expand its efforts to support youth sports teams facing extreme financial challenges. In partnership with the DICK’s Sporting Goods Foundation, we designed a community-based solution to this pressing challenge.
What GOOD did
The heart of the Sports Matter initiative was a crowdfunding campaign to raise funds for youth sports teams, with the Foundation matching all donations up to $2 million. In addition, DICK'S raised awareness of this critical issue by supporting a documentary film, "We Could Be King", collecting point of sale donations, and conducting extensive earned, paid, and social media outreach. DICK'S employees and vendor companies led the charge of fundraising, demonstrating the power of a well-design program that honors the core values of a company and engages its assets holistically.
In only 5 weeks, over 550,000 donors raised a total of $4.6 million for the 184 participating teams. The campaign brought over 377 million earned social and PR impressions for DICK’S Sporting Goods and was honored with the CLIO Sports Award for Best Integrated Campaign.
GOOD presented a range of possible strategic interventions that resulted in a proprietary crowdfunding initiative. GOOD managed every aspect of the campaign from design through implementation, including application outreach, fundraising training, grant agreements, and advising on socially impactful marketing activations, including TV spots, a documentary feature, point-of-sale donations, loyalty program and employee engagement. This authentic movement leveraged all of DICK’s’ assets to build an emotional connection with customers and employees while simultaneously crowdsourcing funds.
- 550,000 Donors Engaged
- $4.6 Million Funds Raised
- 377 Million Visits to Site
- 184 recipient youth sports teams in 35 sports raised 100% or more of their goal
- 15,000+ young athletes supported
- Winner of Grand CLIO Sports Award for Integrated Campaign
- 98% rating from the participating teams
- 340+ celebrities, athletes, and other influencers engaged in Sports Matters
- 173 Million total social media impressions