Fuel Up to Play 60 (FUTP60) is a program founded by the National Dairy Council (NDC) and National Football League (NFL) that supports health education in schools. BRAX Fundraising partnered with FUTP60 to create a new fundraising initiative targeting an audience of school administrators and parent associations who are interested in new fundraising sources but difficult to reach.
Signal was brought on board to help develop the new fundraising initiative called Fuel Up Cups. A microsite using national FUTP60 branding was launched with a focus on lead generation. We developed materials communicating with various stakeholder groups, including school leadership, parents, NDC reps, regional dairy council personnel and the BRAX sales team.
The Fuel Up Cups initiative was activated in five national pilot markets (spotlighting local NFL teams) through email, online and event campaigns supporting sales outreach, with a national rollout to follow.