#CMweekly: AT&T Special Olympics

Company: AT&T
Cause: Leisure
Partner: Special Olympics
Website: http://www.att.com/specialolympics

Program of Action
AT&T and Special Olympics continue their campaign in supporting athletes across the country this holiday season. AT&T will make a $60 donation to Special Olympics for each select product or service a consumer buys on the AT&T Special Olympicssite (includes wireless, high-speed internet and U-verse TV). Each donation helps Special Olympics continue their mission of providing year-round sports training and competition to individuals with intellectual disabilities. AT&T originally announced the campaign earlier this year and, in an effort to spread the holiday spirit, decided to increase the initial donation amount by $20 to help support Special Olympics mission.

Best Practices
Here are two main reasons why we’re a fan of this campaign:

1. AT&T goes beyond online engagement by allowing consumers to make small text donations through their mobile phones

2. AT&T Special Olympics initiates AT&T’s support to assistive technology

First, AT&T Special Olympics platform offers different ways for consumers to donate such as through your mobile phone. During the holidays, for every shopper who purchases a holiday ringtone or ringback, AT&T will donate $2.79. In addition, consumers can participate through AT&T’s text-to-donate program and make a one-time donation of $5 to Special Olympics.

Secondly, the meaning of the campaign presents AT&T’s initiative to take into consideration the needs of all customers when designing products. AT&T not only supports Special Olympics but also provides technology that can make a difference in the lives of people with disabilities, such as wireless services that are included in the products AT&T will donate if purchased.

On the other hand, the AT&T Special Olympics campaign secludes the audience on the amount that has been donated so far. Perhaps AT&T can keep shoppers in the know and reveal the charitable amount and/or goal they wish to reach.

Program Outcome
Though AT&T does not list the total amount of donations, we enjoy simple campaigns that drive high engagement. Shoppers have till January 7th to support Special Olympics and we encourage you to visit http://www.att.com/specialolympics to donate and educate yourself on the determination and courage individuals with disabilities possess.

Your CM Aficionados,
Amy and Kassie


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