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VISUALS

NARRATION / INTERVIEWS

1.

Open on the “Business World News” Anchor Desk, with anchors PENNY and MARK

Penny

It’s no secret that when it comes to running large non-profit organizations, corporate sponsorships are absolutely vital. These partnerships generate the financial support needed for the non-profit to pursue its mission and fuel its continued growth.

Mark

That’s right. But these days, attracting corporate sponsors can be as challenging as ever as so many worthy causes compete for attention. As a result, we’re starting to see a much more sophisticated approach to fund-raising … one that takes into account the unique needs and specific goals of the corporate sponsors.

Penny

Take, for example, Children’s Miracle Network … an international non-profit organization that is dedicated to helping children by raising funds for 170 children’s hospitals throughout North America. Since its founding in 1983, Children’s Miracle Network has raised more than $2 billion for children’s hospitals.

Mark

We wanted to take a closer look at how this organization has been so successful at attracting corporate sponsors …

Penny

… and why Fortune 500 companies like Wal-Mart, Disney, Coca-Cola, Delta Air Lines, Kodak, Marriott and others have responded so generously.

For an exclusive report, we go to Salt Lake City and our Business World News correspondent … Debbie Dujanovic.

2.

Transition to a montage of visuals, showing activity at some of the 170 hospitals supported by Children’s Miracle Network.

Correspondent (voice-over)

Cancer … heart defects … diabetes … AIDS … muscular dystrophy … accident trauma … When it comes to hospital care, the list of diseases, injuries and birth defects can seem endless. It’s even more heart-wrenching when the patients are children, as they are here at (name of hospital) in (city, state).

3.

Transition to the CORRESPONDENT, addressing the camera directly.

Correspondent

When you visit these young patients, it’s easy to see why Children’s Miracle Network has a founding pledge that puts children first in all that it does.

4.

Transition to an interview segment with a Children’s Miracle Network REPRESENTATIVE.

Cut away to additional visuals of hospital activity, where appropriate.

The REPRESENTATIVE responds to the following questions:

- What patients do your hospitals treat? (Our hospitals treat all children, regardless of affliction or the family’s ability to pay, etc.)

- How many children does Children’s Miracle Network reach? (The 170 hospitals affiliated with Children’s Miracle Network treat more than 14 million children suffering from all types of afflictions.)

5.

Transition back to the CORRESPONDENT, addressing the camera directly.

Correspondent

Of course, none of this would be possible without the support of corporate sponsors, who provide hundreds of millions of dollars each year so Children’s Miracle Network can pursue its mission.

6.

Transition to an interview segment with a Children’s Miracle Network REPRESENTATIVE.

The REPRESENTATIVE responds to the following questions:

- How important are your corporate sponsors? (They are essential to our operations; without their support, we could not exist, etc.)

- How many corporate sponsors do you have? (More than 75 corporations, associations and groups support Children’s Miracle Network through grassroots fund-raising in communities across North America.)

7.

Transition to visuals to support the discussion.

Correspondent (voice-over)

Creating partnerships with these sponsors, however, is a tremendous year-round effort. To supplement specific appeals to potential sponsors Children’s Miracle Network produces the largest television fund-raiser in the world. More than 135 radio stations conduct “radio-thons” to raise funds and awareness for participating children’s hospitals in their communities. In addition, the network organizes and executes thousands of special events and promotions each year through its sponsors and media partners.

8.

Transition to visuals of Wal-Mart in-store and executive activity.

Correspondent (voice-over)

For Fortune 500 companies like Wal-Mart, the chance to support an organization like Children’s Miracle Network makes sense on several levels. To date, Wal-Mart has donated about $200 million to the network.

9.

Transition to an interview segment with a WAL-MART REPRESENTATIVE.

The REPRESENTATIVE responds to the following questions:

- What factors did Wal-Mart consider when selecting Children’s Miracle Network for support? (Helps children; community-oriented; 100 percent of donations are in the community where they were raised, etc.)

- In what ways did Children’s Miracle Network help make your support easier? (Helped us adopt Children’s Miracle Network into our own corporate culture; showed us how the support is community-based ­ helps children from the community, etc.)

- Why does supporting Children’s Miracle Network make good business sense?

10.

Transition to an interview segment with a Children’s Miracle Network REPRESENTATIVE. 

Feature, if available, visuals from special fund-raising events, promotions, etc.

The REPRESENTATIVE responds to the following questions:

- Describe your approach when seeking support from companies like Wal-Mart?

- How do you help tailor special events and promotions to the specific needs of your sponsors?

- Why does it make good corporate sense for a company to support Children’s Miracle Network?

11.

Transition back to the CORRESPONDENT, addressing the camera directly.

Correspondent

When Children’s Miracle Network was launched 18 years ago, they staged a fund-raiser from a small private TV studio and raised $4.7 million for hospitals. Although the network now raises more than $200 million a year, that same innovative approach to fund-raising has not changed.

From Salt Lake City, this is Debbie Dujanovic for Business World News.

12.

Transition back to the Anchor Desk.

Penny

Thank you, Debbie. Representatives from Children’s Miracle Network continue to emphasize that at the core of its philosophy is the pledge to keep 100 percent of donations in the community where they were raised. That apparently means a lot to the corporate sponsors who support its mission.

Mark

In addition, fund-raising is a year-round effort that calls for creative promotions, new ideas and events where sponsors and media partners can participate.

Penny

For more information on Children’s Miracle Network and how you can become a sponsor, call (xxx) xxx-xxxx, or visit them online at www.CMN.org.

Broadcast Excerpts

(IN DEVELOPMENT)