Campaign: Tools for Classrooms
Company: Clear Channel and Chase
Nonprofit Partner: DonorsChoose.org
Launch Date: January 18, 2012
[/box]Campaign Description:
Media giant Clear Channel has announced a new community engagement brand called Clear Channel Communities. Each quarter, the brand will spotlight a leading national non-profit organization, the first being DonorsChoose.org. The “Tools for Classrooms” effort is a three-month radio campaign featuring PSAs by celebrities and recording artists. Corporate partner Chase will match each donation up to $50, for a total commitment of $250,000.
Our Take:
Via their new “community engagement brand”, Clear Channel is taking a more strategic approach to their long history of community giving. Our friends at Clear Channel share that this initiative is meant to bolster, not replace, existing local efforts. Selected partner nonprofits will have a national reach but local focus, enabling donation dollars to stay in local communities. This model, combining huge media assets with both nonprofit and corporate partners makes this approach all the more powerful and one to watch.
