Partnership brings monies and visibility to Alliance member
Alliance Magazine News Service 03/24/08
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Giants wide receiver Amani Toomer visits with children in the care of Children's Home and Family Services during the launching of the Touchdowns for Families partnership. The children received autographed pennants and hats, as well as a tour of the stadium, courtesy of the New York Giants. |
During Super Bowl XLII in February, two New York Giants touchdowns helped end the New England Patriots' run at an undefeated season. Those same two touchdowns, however, opened the door for a different kind of "perfect season" for Alliance for Children and Families member Children's Aid and Family Services, Paramus, N.J.
The organization netted $5,000 in donations during the Super Bowl—and another $30,000 in the weeks leading up to it—as part of a “Touchdowns for Families” partnership funded by Horizon Blue Cross Blue Shield of New Jersey (BCBSNJ). Under the arrangement, each time the Giants scored a regular-season touchdown, Children’s Aid and Family Services earned $500. For every touchdown scored during a playoff game, the organization received $1,000.
When late-season momentum earned the Giants a Super Bowl berth, the value of each touchdown was upped to $2,500.
The resulting donation of $35,000 was much larger than Children’s Aid and Family Services, Horizons BCBSNJ, or the Giants originally anticipated. Using history as a barometer, each party hoped the Giants would, at very least, repeat the 40 touchdowns scored during 2006. That would have resulted in $20,000.
A drawing created by a child in the care of the agency celebrates the New York Giants Super Bowl XLII victory.
We are ecstatic about the Super Bowl victory and the unexpectedly large donation,” says Bob Jones, president and CEO of Children’s Aid and Family Services. "I'm profoundly grateful to Horizon Blue Cross Blue Shield for generously supporting this agency. Thanks to this wonderful partnership, we have been able to increase community awareness of the important work the agency does."
The Touchdowns for Families partnership, along with the various news media stories it spurred, played a pivotal role in the extraordinary upsurge of support and visibility the organization has received since last fall, Jones says. The partnership is likely one of the reasons why the agency has seen hits to its website jump and the number of inquiries from prospective adoptive and foster families skyrocket.
At times, the Touchdowns for Families partnership also served as a rallying event for children served by Children's Aid and Family Services. “Our kids feel like they were the Giants' good luck charm," Jones says. A child from the agency's Turrell Child Care and Early Learning Center created artwork that was featured in a colorful "Good Luck" card given to the Giants before they left for the Super Bowl. The note in the card, written by another child at the center, read, “We think you are a great football team. Please win the Super Bowl for us.”
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The text from a card that was sent with the Giants as they traveled to Arizona for the Super Bowl.
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Children connected to the agency also participated in the official launching of the Touchdowns for Families partnership in September 2007. During that event, which featured Giants wide receiver Amani Toomer, each child received a special tour of Giants Stadium and team gifts.
Children and teenagers from the agency's group homes also enjoyed the festivities at the annual “Jingle Jam” holiday party hosted by the Giants in December.
While Children's Aid and Family Services plan to use the $35,000 donation to support the organization’s operations in Bergen County, N.J., Jones hopes that the impact realized from the increased visibility will have an even larger effect.
"We've seen a 30 percent increase in corporate sponsorship support for our spring gala," Jones says. "We have been approached by numerous businesses, community groups, and organizations that have heard about us for the first time and have offered support. These include an upscale car dealership that is making a donation to us for anyone who takes a test drive in one of its new models; a financial services company that held an employee drive; and a group of professional women who organized a fundraiser to assist our Parents Fund for aging out youth. Typically, we would receive one such approach per month. Now, we are receiving four to five."
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Children's Aid and Family Services maintains group homes for children and adolescents who can no longer live with their birth family for a variety of reasons, most commonly abuse and neglect. The organization provides nurturing environments that encourage full participation in local community, civic, and religious activities. The agency works to place children with foster and adoptive parents. It also provides housing and financial support for young adults aged 18-21 who have "aged out" of foster care and need a place to live while they attend school, begin a job, and become financially independent.
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