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Challenge:

touchdown for teensBuild a charitable fundraiser to give back to the community and build good will.

Landers Solution:

“Touchdown For Teens” Fundraising Campaign


Taco Bell has been a charitable partner of The Boys & Girls Clubs of America for many years. The Taco Bell operators of Indiana appreciated the opportunity to raise funds to benefit teens, but wanted to find a way to increase involvement locally.

Enter Landers & Partners. We started by leveraging an existing partnership with the Indianapolis Colts, who quickly embraced the challenge, and “Touchdown for Teens” was born. The operators agreed to make a $100 donation for every touchdown the Colts scored, resulting in multiple opportunities to promote the program during each home game. This leads up to the annual holiday fundraiser in which, for three weeks in December, customers can purchase a paper horseshoe icon with all profits going back to the local Boys & Girls Clubs.

The Colts amp up their commitment to the program during the holiday fundraiser by offering huge added value benefits including a radio interview and extra radio spots highlighting the campaign, coverage on their Facebook page, and promotion in-stadium on the Jumbotron.

The Colts aren’t the only partner willing to help. Landers also negotiates additional added value, such as free PSAs, with our other area media partners to really get the community in the door to help this worthy cause.

This program has been wildly successful! Paired with the annual national fundraiser, Indiana has seen an average of 19% growth in funds raised year over year, with over $825,000 raised in just nine years. In 2011, the Indianapolis, Evansville and Terre Haute markets raised $179,274 and every dime goes back to benefit the local Boys & Girls Clubs through the Taco Bell Foundation for Teens Graduate to Go program.

While our clients are very excited to see this money benefit local teens, what they love even more is the ability to get involved with the teens themselves by working in the clubs, participating in college camps and awarding the scholarships that are made possible by Touchdown for Teens. With this program, everybody wins!

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