Care for Every Child Toolkit

Thank you for supporting Children's National Health System by engaging your customers and employees in the Care for Every Child campaign. By participating in this campaign, your company is standing up for children everywhere, helping them to get the medical care they need–regardless of their family's ability to pay.

We are excited to build a meaningful partnership with you and highlight the impact you are making for children. The first section of this toolkit focuses on how to implement and execute a successful campaign, while the second section provides several tools and resources to utilize throughout the campaign.

Together, we will help ensure that more children have a chance for a healthy life. Thank you for joining us to rally your employees and customers to Care for Every Child.

About Children's National Health System

Children's National provides specialized, expert, compassionate care to children–from its flagship facility and programs in metro Washington, D.C. to partner sites around the world–and represents a network of the brightest medical minds working to improve outcomes and find cures for childhood's most devastating, complex, and rare diseases.

As the largest non-governmental provider of pediatric care in the nation's capital, Children's National serves as an advocate for all children and last year provided more than $89 million in uncompensated care, which includes charity care, Medicaid shortfalls, and unpaid bills. The organization is ranked by U.S. News & World Report as one of the nation's best pediatric hospitals in 10 specialties including cancer, cardiology and heart surgery, and neurology and neurosurgery.

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About the Care for Every Child Campaign

The Care for Every Child campaign raises critical funds that give every child at Children's National access to exceptional care. Your support will help provide specialized care for children, fund groundbreaking research, support families, and more.

The campaign is a year-round marketing and communications campaign that invites consumers to support the mission of Children's National to ensure the health and well-being of every child.

Campaign Goals:

  • Raise funds to support the Children's National mission to improve the health of all children.
  • Build awareness of how Children's National delivers compassionate, expert care to every child.
  • Enhance our partners' reputation through association with the Children's National brand.
  • Rally companies to engage their consumers and employees to participate.
  • Market your generosity and goodwill to your customers.
  • Drive sales and attract new customers.

For additional information on Children's National and the Care for Every Child campaign, please visit www.childrensnational.org/careforeverychild.

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We care for more than 400,000 patients annually from across the region, nation, and world. The funds raised through Care for Every Child will cover the costs of specialized care, family support, groundbreaking research, and more.

Step-By-Step Guide to Executing the Care for Every Child Campaign

Engage Your Employees in the Campaign

Step 1: Announce your campaign participation to your employees

Sample Announcement to Employees

During [MONTH/YEAR], [COMPANY] is proudly sponsoring Care for Every Child, a campaign with Children's National Health System to help every child get the expert medical care they deserve. By raising funds and awareness, we are providing hope and healing for kids right here in our community.

We encourage everyone at [COMPANY] to join in to Care for Every Child. You can do your part by asking each and every customer to support the campaign with a donation at his or her time of purchase. Every dollar makes a difference! Let's all unite around this important issue and make a difference for hundreds of thousands of kids!

Thank you!

[NAME]

Step 2: Motivate and Inspire Your Employees to Participate

Your employees will be at the front line for this campaign and will play an extremely important role in its success. It is important that they fully understand the campaign and why you have chosen to partner with Children's National, so that they are motivated to make the "ask."

Tell Your Employees Why Their Participation Is Important

  • You're giving customers an opportunity to change a child's life.
  • Every single donation, no matter what size, adds up to one incredible impact for the patients and families at Children's National.
  • Ask every single customer, every single time. Even if they say no, you're still creating a positive brand for your business and raising awareness of Children's National as a leading healthcare facility.
  • Children's National treats more than 400,000 children each year. Many customers who frequent your location may have a personal experience with Children's National and feel inspired to give back.

Tips to Motivate Your Employees to Raise the Most Funds for Children's National

  • Establish store fundraising goals, initiate friendly competitions between locations, and reward winning locations with a play date or facility tour at Children's National, or honors like "I Care for Every Child" badges.
  • Offer an incentive for top fundraising employees.
  • Hang Care for Every Child posters and banners in your office.
  • Take a group photo with the #careforeverychild hashtag and post it to your company's Facebook page or website.
  • Form a company team for the annual Race for Every Child 5K.

Care for Every Child Goal Thermometer

Click here to download and print a Care for Every Child Goal Thermometer. This can be displayed in your break room to remind employees of your fundraising goal and to let them know how successful they are throughout the campaign.

Step 3: Provide Tips and Scripts to Your Employees to Make the Ask

Click here to access the following one-liners and scripts in order to print or customize.

Sample Ways for Employees to Ask Customers to Donate to the Campaign

The following one-liners can be placed at cash registers for employees to reference throughout your campaign:

  • "Would you like to buy a Dr. Bear icon to support Children's National?"
  • "Would you like to make a donation to Children's National?"
  • "Would you like to donate and help save kids' lives?"
  • "Would you like to make a difference for a child today?"
  • "Would you like to be a part of our Care for Every Child campaign? We're raising money for kids at Children's National, and every dollar makes a difference!"
  • "Our store is raising money to help local kids at Children's National! Would you like to help us reach our goal by giving a donation?"

Sample Script for Your Employees: Making the Ask

  • Employee: Welcome to [COMPANY]! Did you find everything you were looking for today?
  • Customer: Yes, thank you.
  • Employee: Okay. Your total is $42.25. Would you also like to make a donation to support Children's National?
  • Customer: What do they use the money for?
  • Employee: This money goes towards making sure that every child in our community receives the best medical care possible regardless of the family's ability to pay.
  • Customer: Okay. I will give $5.
  • Employee: Great! Thank you so much for helping us help local kids.

Sample Script – Customer Does Not Donate

It's perfectly fine when the customer does not make a donation. You are sharing the great efforts of your company's community involvement and giving the customer an opportunity to do something good!

  • Employee: Welcome to [COMPANY]! Did you find everything you were looking for today?
  • Customer: Yes, thank you.
  • Employee: Okay. Your total is $35.75. Would you like to make a donation to support Children's National?
  • Customer: No, thank you.
  • Employee: Okay, thanks for shopping at [COMPANY]!

How to Make it FUN for Your Employees to Participate

  • Make a big deal every time a customer donates! It will make them feel appreciated and call attention to your fundraising campaign. You can:
    • Give cashiers a cowbell and have them ring it when they receive a donation. Have cashiers cheer for each donation.
    • If you have a microphone/intercom at each register, have cashiers make an announcement to the store for each donation. For example, "My customer at register five just donated to Children's National! Woohoo!"
  • Create a competition between employees. For example, create a crazy hat that one cashier, server, or sales associate has to wear until they collect $100 in donations. When they get to $100, they get to choose which cashier has to wear it next.
  • Incentivize employees to ask every customer. You can:
    • Have a coupon or small product that customers can receive for free if their cashier or server forgets to ask. Be sure to have that coupon/product on display at each register with a sign for the customers.
    • Tell customers that their cashier or server will have to do something silly if they forget to ask, such as doing three jumping jacks or singing the ABCs.
    • Reward employees with free vacation days or gift certificates for participation.

Step 4: Thank Your Employees at the End of the Campaign

Thank-You Message to Employees

Dear Employee,

What an inspiring [month/time period] we've had! Over the course of [time period], we accomplished a remarkable goal, raising [dollar amount] for Care for Every Child. Thanks to your support and participation, we [insert specifics about employee fundraising, awareness and/or social media activity]! Those are tremendous results.

These donations mean that more children will have access to expert care and a chance for a healthy life. Thank you for making children a top priority for our organization.

Thank you,

[NAME]

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With your help we can make sure every child can receive the same level of world-class care.

Promoting the Campaign to Your Customers

Step 1: Promote the Campaign in Your Stores

Campaign Posters

Use these posters to promote your partnership with Children's National and the Care for Every Child campaign. You can hang them in your store windows and throughout your organization. You may be surprised to see how many people in your area have a connection to Children's National. Promoting your partnership will help to drive additional traffic to your store – creating more loyal customers!

Click here to download and print your Care for Every Child campaign posters.

Step 2: Promote the Campaign Online

Sample Copy for Your Website

Promoting your support of Children's National on your website is a powerful way to help spread the word about Children's National.

Sample Copy

Did you know Children's National cares for every child? [COMPANY] is proud to sponsor Care for Every Child, a campaign with Children's National Health System to help every child get the expert medical care they deserve. You can help provide hope and healing for kids right here in our community. Go to childrensnational.org/careforeverychild to donate and learn more.

Sample Web Ads

When you post these ads, link them to childrensnational.org/careforeverychild.

Sample Copy for Social Media Channels

Promoting your support of Children's National via social media is an efficient way to engage your supporters. It showcases your company's alignment with the compassion and expertise of Children's National, and raises visibility for the campaign. Click here to access additional videos and photos to accompany your posts on Facebook, Twitter and/or Instagram. Here are sample posts:

  • Every child deserves expert medical care. Give today to #careforeverychild.
  • Care for Every Child. Join [COMPANY] and give to @childrenshealth today.
  • Help [COMPANY] support @childrenshealth to give every child the care they need. Give today or share #careforeverychild.
  • Come to [COMPANY] today and support the patients of @childrenshealth. For every [ITEM] purchased, [COMPANY] will donate $[AMOUNT] to ensure that children can receive the best possible care. #careforeverychild
  • Join [COMPANY] today in supporting @childrenshealth. We will donate 10% of proceeds from today's sales to #careforeverychild.

Find Children's National on Social Media

Facebook: https://www.facebook.com/childrens.national

Twitter: @childrenshealth

Facebook Badges

When you post these badges, link them to childrensnational.org/careforeverychild.

Step 3: Stock Each Store with Dr. Bear Pin-Ups

Dr. Bear Pin-Up

These pin-ups can be sold to customers and displayed throughout your establishment during the campaign.

You will be provided a supply of Dr. Bear Pin-Ups for use throughout your campaign. If you run low on your supply, please contact the Children's National team at careforeverychild@childrensnational.org.

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Additional Tools to Execute Care for Every Child Campaign

Additional Resources

"Top 10 Reasons to Give Flier"

Click here to access a downloadable and printable version of this flier. You can use it to inspire customers and educate them about the difference their donation will make for kids. Hang them up at cash registers and throughout your establishment for added motivation throughout the campaign.

Patient Stories

Click here to download printable fliers that focus on two Children's National patients and their remarkable stories. These fliers can be placed throughout your establishment to inspire customers to give, and in your employee break rooms to remind employees why it is so important to make "the ask" to each and every customer.

Table Tents for Restaurants

Children's National Logo and Promotional Guidelines

Click here for the Children's National logos and guidelines for usage.

Please note that Children's National must review and approve all promotional materials, including the use of the Children's National logo, advertising, letters, brochures, fliers, media advisories, press releases, and other promotional materials prior to production and distribution. Part of this review is to ensure that your partnership with Children's National is described accurately.

Additional Customer Fundraising Ideas

The activities listed below will drive donations and generate awareness of the campaign–ensuring that more people understand how Children's National cares for every child and helping to raise more dollars!

  • Create special menu items or percentage of sales promotions and advertise them with in-store signage and communications (table tents, posters, and at-register signs).
  • Develop incentives via social media to push consumers to careforeverychild.org for donations and pledges.
  • Sell coupon books to drive donations and return visits.
  • Hold fundraising/education events in your stores with "Care for Every Child with [COMPANY]" tag or "[COMPANY] Cares for Every Child."

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