Company: AT&T
Cause: Leisure
Partner: Special Olympics 
Website: 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 Olympics site (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 7^th to support Special Olympics and we encourage you to visit www.att.com/specialolympics to donate and educate yourself on the determination and courage individuals with disabilities possess.

Your CM Aficionados,

Amy and Kassie