Childs Play Fundraiser Plan Proposal

By: Santiago Loja

Intro Statement
Childs Play is a national organization dedicated to improving the lives of children in
hospitals and domestic violence shelters through the generosity and kindness of the videogame
industry. Since their funding in 2004 they have raised over 38 million dollars and they serve 100
hospitals worldwide. SUNY Plattsburghs Animation Club having decided to make this charity
their philanthropy hosted the first Charity Video Game Tournament to benefit Childs Play last
fall. The event was successful but the club hopes to improve future charity events in both
revenue and attendance.
Situation Analysis
The first Charity Game Tournament was hosted on November 9th of 2014, it was
relatively successful as it raised $346.96 without having a budget and with a low attendance
turnout. In total 89% of the revenue came from donations made during the event, with ticket
sales only counting $40. As the club hopes to make the Charity Game Tournament an every
semester event the low attendance must be improved. In addition the event will now have a
budget of $150 from the Student Association.
The main challenges to face are brand awareness and attendance. Though Childs Play is
a widely known brand to gamers, most people must be informed of what the charity stands for.
During tabling this problem became apparent and may be the reason posters failed to properly
raise attendance. The second issue is motivation, though there were plenty of participants,

attendance was low, this is specially concerning as audience members are encouraged to donate
money during the event itself. Improving attendance will improve revenue greatly.
Core Problem
If event attendance is not continually improved for the Gaming Tournament future
reiterations of this event will fail to produce revenue and the event may be discontinued.
Research
From the results of last semester we have two important pieces of data.
1. Most of the revenue will come during the event- 89% of revenue was a donation
during the event or at the door, there were no online donations. Online donations may
have suffered because of SA regulations.
2. Greek life and Special Interest clubs are more likely to donate- The highest donors in
the event were Phi Mu Delta ($120), Animation Club ($86) and Pokemon League
(70).
This data only relates to one event, with future reiterations of the event there will likely be a
better pattern. Its hard to use comparable Childs Play event data because most other events
depend on online donations for revenue.
Goal
Raise event revenue by improving attendance.
Audience Analysis
College students

Greek life

SA Clubs

Objectives

To increase event attendance to 40 people

To increase event revenue to $1,000

Strategies
Traditional Media Campaign- Gain and use traditional media to increase awareness of the
event. This includes:
o Newspaper
o Radio
o Posters/Flyers
Face to Face Campaign- Seek sponsorship opportunities from local businesses.
Tactics
o Write news pitch ideas for local newspapers.
o Assemble a sponsorship show to ask for donations, both prices and money.
o Make a website for the event using footage and pictures from last year.
o Use social media/email to reach a wider audience.
Timeline
Evaluation

Budget