Team Foundations have an unparalleled opportunity to drive fan engagement while raising critical funds for their causes. Recently, teams like the Boston Red Sox, Seattle Mariners, and Arizona Diamondbacks have shown the success of these approaches—and Jays Care Foundation took it to the next level. During this year’s charity auction, Jays Care exceeded its fundraising target by 25% through a blend of strategic promotions and a dynamic Marketplace.
Here’s how they achieved it:
- In-Stadium Item Viewing: Giving fans the chance to physically interact with the auction items sparked immediate engagement.
- Media Amplification: Commentators crafted content specifically for social media and TV, building buzz around the auction.
- Live TV Integration: Sportsnet featured select auction items above the score during live broadcasts, bringing the action directly into viewers’ homes.
- Jumbotron QR Codes: In-stadium fans had direct access to the auction by simply scanning on-screen QR codes during the game, making it simple for anyone to get involved.
- Digital Access to All: The Jays Marketplace allowed anyone—inside the stadium or at home—to view and bid on items.
The success hinged on one key factor: the Marketplace. This platform connected all touchpoints, creating a seamless experience for fans and simplifying participation.
By leveraging the full potential of these promotional channels, Jays Care Foundation exceeded expectations. For any team Foundation looking to enhance its fundraising strategy, this is the playbook to follow.
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