Tools for Classrooms - Clear Channel Communities, Chase and DonorsChoose.org
“Tools for Classrooms” was designed by Clear Channel Communities, DonorsChoose.org, and Chase to bring attention to the lack of educational resources in classrooms across the country. The promotion entailed a three- month radio campaign that aired nationally on 850 radio stations and reached 237 million monthly U.S. listeners from January 18 through April 8, 2012. A series of more than 300,000 radio spots featured over 25 celebrities and recording artists including Ryan Seacrest, Kelly Clarkson, Chris Daughtry, J.R. Martinez, Pitbull, LMFAO, Gym Class Heroes, and Kris Allen. These celebrities chose messages that mattered most to them: Literacy, Music Education, Poverty, Self-Esteem, and Bullying. These PSAs also contained a call to action for donors to participate in a match donation offer led by Chase on DonorsChoose.org.
This campaign leveraged Clear Channel’s robust audience and Chase’s financial commitment to drive donors to DonorsChoose.org and participate in funding classroom projects. Developing a measurable call to action in the PSAs was a revolutionary way for Clear Channel to track the impact of the messaging. This was also the first and only time Clear Channel Communities tied a for-profit company like Chase to a national PSA partnership.
To activate local communities, 1,024 gift cards were distributed to local radio stations allowing local DJs to creatively interact with their listeners. Local station leaders engaged with the campaign by using their own creativity and knowledge of the community. The gift cards became featured talking points for on air personalities, and many of the cards were given away on air. This gift-card distribution localized the campaign, directing funds to school projects in specific communities.
Nearly 5,000 donors gave close to $200,000, and each donation was matched thanks to the leadership of Chase. Over half of these donors were new to DonorsChoose.org and a total of $339,694.94 was raised for classroom projects.