The Purple Hearts Club 

Delaware Does More/ 211  Fundraising Machine

“Have you ever given with you hands IN your pocket?”

Overview: The Purple hearts club is a membership based initiative. Club members commit in advance to give $30 dollars (a dollar a day for 30 days) or they can choose to have $5 deducted from a debit or credit card on days that the temperature falls below a certain threshold. The user sets the threshold they would like to cap their gift at  (in the event there are 30 cold days in a row etc). The minimum amount is required but is as low as $5  when selecting the automated option. Donor instantly receives a thank you for helping an individual gain the necessary resources to combat issues related to Code Purple temperatures when their card is charged. 

Goal: Membership goal is 1000 members in two years. 500 through workplace relationships, 500 Delawarean’s outside of United Way’s established network (generate $30,000 per selected month, over two years when we reach our initial thousand club members).

Strategies:

1. Build automated system to distribute communications and auto deduct an agreed upon dollar amount from targeted audiences on days when the temperature drops to Code Purple levels.

2. Cultivate partnership with department store to kick back Delaware Does More Campaign with a percentage of purple clothing sales. Cultivate relationship with Delaware based company Amazon.com for percentage of purple item sales for Purple Hearts Club Members.

3. Build partnership with local TV and Radio to underwrite the weather report.

“Todays weather report is brought to you by 211 and United Way of Delaware reminding you to join the Purple Hearts Club and help families on the coldest days.”

Use partnership with Delmarva to promote opportunities to join the Purple Hearts Club in United Way of Delaware Newsletter.

4. Purple Hearts Club members are recognized at a purple themed event at the end of the winter

5. Purple Heart Club donors aren’t bombarded. It’s a special club thats associated with colder months and doing good for others without having to do anything but be a member to help your community.

6. Find company that will donate or designate an existing donation as a match so Purple Hearts Club members get an additional $2.11 give when they recruit another member.

7. Purple Hearts Club app. Keep it simple. Members can opt in and use to recruit friends or share on social media. Heart “Warming” stories, real testimonials from members and the people we help. Members get points for utilizing and tracking energy saving tips that are powered by partner Delmarva Power. A  simple game (in the style of space invaders, Tetris) to give users to open app and engage in summer months. More research on mobile app is needed at this time.

Promotional Items

1. Workplace associated Purple Heart Members - Purple Heart Shaped work badge holder.  This has value for a club member and  reinforces the  message that Purple Hearts Club is bigger than a particular company or brand. Its a collaborative effort.

2. Out of network Purple Heart Club Members - Purple Hearts Club Magnet with three winter energy saving tips (partner with agency to split costs for promotional magnets)

In the future (2  - 10 years)

1 Secure worldwide rights to the concept and administration techniques of the Purple Hearts Club (or Delaware Purple Hearts Club). License Purple Hearts Club pre made tool kits, strategies, and promotional material to other non profits nationwide . Set nationwide goal of having as many members as people needing emergency winter services once licensed to non profits in every state affected by the cold. United Way of Delaware is the nationwide processor of all Purple Hearts Club members donations which if anything at least has the potential to raise millions. (2 years to build fully licensable product 3 years to build back end system)

2. Design, modify and or invent promotional item that is associated with a home owner, business or corporations physical thermostat that they will see every time they adjust their heat driving a call to action (2 years)

2. Display  Purple Hearts Club call to action advertisements to every single Delaware homeowner using mobile applications that automate lights and utilities in their home (2 years) .

3. Partner with Apple store to offer Purple Hearts Club Membership at point of purchase for home automation products (5 years)

4. Purple Hearts Club bridges age, gender and cultural gaps in America by giving community members in cold environments the opportunity to have a quick and transparent vehicle to  deliver donations to others on the coldest days. The automated process is so easy, its harder not to be a member. Celebrities world wide from cold cities endorse The Purple Hearts club every year in a television campaign that is in partnership with United Way worldwide partner The National Football League eventually leading to a yearly  Superbowl commercial - 10 years)